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It’s time to write your wedding content—your wedding blog post for your wedding business. Girl (or guy), I see that deer in the headlights look in your eye. Don’t freak out on me now.
First, let’s start out with an outline of what a killer wedding blog post is.
- Beautiful + Pinnable Pinterest Worthy Graphic: You can start out with a pinnable Pinterest worthy graphic at the start of your post or can put it at the end. Just make sure you have a pinnable post somewhere. If you decide to put the Pinterest image at the end then a regular photo/styled/stock/one of your wedding photos works great here. You can use sites like Canva to create Pinterest graphics that look professional without being a pro designer (see graphic above).
- An attention-grabbing headline (Use H1)
- Opening paragraph: Should be intriguing enough to get them to read the rest of the post. Should only be about 2-3 sentences.
- Sub-headline (use h2): Focus on the 1st main point of your topic. Use paragraph(s) that are 2-3 sentences long.
- Call to action: Throw in some kind of a call to action here. Point out that there is freebie at the end of the post or some kind of call to action.
- Sub-headline (use h2): Focus on the 2nd main point of your topic. Use paragraph(s) that are 2-3 sentences long.
- Sub-headline (use h2): Focus on the 3rd main point of your topic. Use paragraph(s) that are 2-3 sentences long.
- Email opt-in for freebie/download or other call to action.
- Add you pinnable Pinterest image if you did not put it at the beginning of the post.
When you start to write, you can insert these sections into your post, using the outline. Then you can go back to fill in the details.
Decide the Type of Post You Want to Write
Fortunately, there are a ton of different types of blog posts that you can write. So, before you jump into filling in the details of the post you’ve outlined, decide what kind of a post it’s going to be in the first place.
#1 How To Post
A how to post is exactly how it sounds. You’re sharing info with your wedding couples to tell them exactly how to do something. Often times, the post is even broken down step-by-step. It is sort of like an instruction manual BUT it’s not snoozeville.
#2 Answer a Question(s)/ Popular Topic
Head on over to your favorite Facebook groups. You know, the ones where pools of brides + grooms are just swimming around. Scroll through the posts +see what they are talking about or the question that keeps popping up over + over again. Write a post answering the question or on the hot topic.
If you’re not a part of any of these types of Facbook groups, head to forums on big wedding sites like The Knot or Wedding Wire to find out what the hot topics are.
#3 Generate an Idea
Use an idea generator like Portent. Plug in a term + it spits out a title. I just input wedding planner + got:
- 12 Facts About Wedding Planners That’ll Keep You Up At Night
- 18 Podcasts About Wedding Planners
- What Everyone Is Saying About Wedding Planners
- How Wedding Planners Can Help You Predict the Future
- 16 Ways Wedding Planners Can Help You Increase Your Productivity
- Where Wedding Planners Are Headed In The Next Five Years
- 17 Ways Wedding Planners Are Cooler Than Michael Jordan
#4 Ask Your Followers
If you already have couples reading + following your blog, ask them what information they want. You can ask followers that you have on any of your social media accounts, too. The thing is to make sure that you’re asking your target audience + not just people that happen to be following you on your social media.
Mom, auntie, + grandma are not good sources—unless one of them happens to be a bride-to-be in your target audience.
#5 List Post
Confession time: I am a HUGE fan of making lists. Maybe it’s the heady feeling it gives me when I can cross something off my list. I’m not the only one who is a fan of lists. Brides + grooms are too! Make a list of useful information, give them resources for planning their wedding + share relevant info that they can easily read + check off their list!
#6 Image Only (or at Least Mostly)
Post a picture + then throw in just a few lines of text to explain. For example, take a picture of the items in a Wedding Day Emergency Kit. This is an easy post that doesn’t take much time + is useful to the wedding couples checking out your blog.
Interview another wedding pro you know or work with as a feature on your blog. EVEN BETTER, interview brides + grooms! You can interview recently married couples, for example, to talk about what they did right + what they would change about their wedding day. This is a great way to share information with other couples that are getting married. HINT: These types of posts can drive major traffic to your blog.
#8 Q + A Post
List out questions wedding couples have. Provide them with the answers. You can grab the questions from a survey of your readers, email subscribers, or from scouring social media. You probably also have a list of frequently asked questions floating around in your head.
#9 Blog Post Roundup
Roundup a list of your most popular blog posts or wedding-related blog posts. Share the list of posts + links on your blog. Just like David Letterman used to have a Top 10 every night on his show, you can have a Top 10 in posts for the week, month, year or what-ev.
#10 Guest Post
Publish another wedding pro’s fabulous blog post on your blog. Great because you don’t have to write a post + a great way to drive traffic to your blog BECAUSE the writer usually helps you promote the post. This is a great way to attract new wedding couples that you might not otherwise have an opportunity to reach.
#11 A List of Faves
Compile a list of your favorite things wedding related. Maybe it’s a general list or super specific like My 10 Fave Kissable Lipsticks for Wedding Day. I’d steer away from lists of your favorite wedding vendors (Remember ladies + gents, your preferred list of vendors is gold, so you don’t really want to give it away in a post. That’s what they pay you to have access to.), but pretty much any other list is game on.
Create an Attention-Grabbing Headline
Once you have a direction for your post, now it’s time to come up with the MOST important part of your blog post—the headline!
If you can grab their attention with your headline, then you can convince wedding couples to read the rest of your blog post. If you don’t grab their attention with your headline, then, well…womp, womp, womp.
Nine out of 10 brides + grooms won’t read your blog post (no matter how fabulous it is) because…well, frankly, your headline sucks.
It’s not to say that the content isn’t packed full of JUICY info with sprinkles of your expertise.
It probably is.
None of that matters, however, if your headline doesn’t make wedding couples stop in their tracks to read the rest of what you have to say.
I’m going to give you 10 ways to cheat in a little bit, but first I have a lot to say about headlines.
Because it is THE most important part of your COPY + CONTENT.
If you learn nothing else about writing copy…LEARN HOW TO WRITE HEADLINES!
Don’t believe me?
OK. Hear it from one of the great marketing + advertising greats, David Ogilvy, himself.
With 7 seconds or less (seven, what?!?!?) to grab the attention of your prospective wedding couples, you better start off with such an attention-grabbing headline that they can’t help but to move on to reading the rest of what you have to say.
You want to get the 80 cents out of your dollar!
Flip (or scroll) through some of your favorite magazines + newspapers. Note how writers use certain words + phrases to grab the attention of someone who is flipping through the publication. What kinds of characteristics in the headlines urge you to read the rest of the story?
While you certainly do not want to copy a headline or any other content word-for-word, you can mimic it to capture the attention of the brides + grooms you’re trying to attract.
Here are some surefire ways to make your headlines sizzle enough to engage + motivate.
Use an interesting or thought-provoking question
If you position your headline as an interesting question that engages brides + grooms, your goal is to get them to respond in their head or even to say something out loud. If they don’t know the answer to your question, you want the question to be intriguing enough that they read what you have to say to find out what the answer is.
- Do You Ever Wonder Why it’s Important to Ask Wedding Vendors These Questions?
- Where is the Money Coming from to Pay for Your Wedding?
- Do You Ever Wonder Where Your Wedding Money is Going?
Get to the Point
Sometimes the best practice to creating a killer headline is to get straight to the point. It removes the need to be witty, clever, smart or creative. All it requires is that you just state what it is you have to say.
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It’s just the facts, ma’am (or sir)!
Be a Source of Information
Headlines intrigue wedding couples when headlines offer them information they can use.
Brides + grooms planning a wedding may be intrigued by “10 Ways to Cut $2,000 from Your Budget Without Giving up Your Dream Wedding.”
Wedding couples may be just as intrigued by a title that states, “Get Inside the Mind of Celebrity Event Planner XYZ to Learn How to Plan Your Wedding with Insider Secrets.”
Wedding couples may salivate at the title, “7 Ways to Entertain Children at Your Wedding (to Keep Them Out of Your Hair).”
By providing information to wedding couples, you become an invaluable resource to them. Grabbing their attention positions you as the wedding expert that you are.
I’m not talking about in the underwear department. When it comes to creating a great headline, think what may come out of the mouth of a drill sergeant + then write it!
- Increase Your Wedding Budget in 30 Days
- Stop Wasting Money on Wedding Favors
- Learn How to Plan Your Wedding Like a Pro Now
Another great way to build a fabulous headline is to use the “What’s in it for them approach (WIFFT).”
Many wedding pros make the mistake of listing out all the features that their service possesses, but what your brides + grooms really want to know is how your service benefits them. Start on the right foot by using a benefits headline to make your point + hook them immediately.
- Save Thousands of Dollars on Your Wedding
- DIY Wedding Invitations in Minutes
- Get a Free Album with Photo Order
Have you ever glanced at the front covers of “smut papers” (as my grandma would call them) such as the Enquirer while standing in line at the grocery store?
The headlines are so sensational that it draws you in to pick it up + glance at the stories inside — even if you don’t admit you do. A similar thing happens with any publication, including your website or blog.
Brides + grooms may be scrolling through Facebook posts (fast + furiously), but if a headline catches their attention, they stop, click + read the story.
The same holds true for your blog posts, email subject lines + almost anything you write for your wedding business.
Make an announcement
One more way to make your headlines stand out is to make a big announcement. Wedding couples love big news. They want to be “in the know” about all of the great (+ sometimes not so great) things going on in the world of weddings.
The same holds true for headlines for your blog posts. Draw them in by making a big announcement. It has to be good enough to get them to stop + read what you have to say.
- Scientists May Have Found a Cure for Wedding Planning Anxiety
- The Hottest Designer Wedding Dresses Have Hit the Runway (+ Stores)
- Plan Your Wedding While Driving in Your Car (Hands-free, of course)
Speak to the do-it-yourselfers (DIYers) in the crowd with “how to” headlines. Whether it’s how to save money on booking a wedding venue or how to build your own wedding pergola, brides + grooms eat up “how to” headlines any day of the week. Even if they don’t end up doing it themselves!
- How to Enjoy a Honeymoon on $20 a Day
- How to Build Your Own Wedding Pergola for Under $30
- How to Find a Wedding Photographer in 3 Easy Steps
Creating killer headlines is the primary way you can grab your potential clients + not let them go until they read what you have to say!
Give your readers a bonus
What I mean by this has nothing to do with giving away something. It’s more about adding a specific detail to your headline that makes it a bit more intriguing. This is where being a little on the wordy side (at least with your adjectives) may just come in handy.
- 7x Bride Plans Under Budget Dream Wedding – see how the word 7x makes this even more intriguing — Elizabeth Taylor style 🙂
- New Idea May Make Wedding Favors Obsolete – obsolete really stands out here
- Frustrated Bride Writes a Planning Book Brides Need to Read – frustrated bride really drives the point home
Some ways to grab them with your headline is to include:
- Savings offers
- Ways to solve a problem
Here are some examples of bad headlines + ways to turn them into good headlines:
|Bad Headlines||Good Headlines|
|Write Better Wedding Vows||5 Handy Tips from Former Grooms for Writing
|Plan an Eco-Friendly Wedding||7 Simple Ways to Make Your Wedding Eco-Chic|
|Buy Your Wedding Invitations Now||Sale into September with Wedding Invitation Savings|
|An Effective Way to Increase Your Wedding Budget||The #1 Secret to Stretching Your Wedding
Here’s a little cheat sheet to get you started. There are LITERALLY 100s of ways you can structure rockin’ headlines. This is 15 of them.
The Headline Cheat Sheet: 15 Formulas to Rock Readers with Your Headlines
Use these 15 headline formulas as a starting point to create headlines that are compelling enough that brides + grooms take the time to read the entire post. Don’t feel guilty about it either. Even professional writers use formulas such as these to write their headlines.
(HINT: It’s called a swipe file.)
While a headline can be anything you want it to be, I’ll share a copywriter secret with you. There are a dozen or so headline formats that work. After I share 15 of these headline formats with you, look at headlines you see in blog posts. You’re going to quickly see a pattern because it’s a pattern that works.
#1 [Insert Number] Ways to [Blank]
When you use a number in your title, brides + grooms eat it up. First, they know exactly what they’re going to learn + how many ways they’re going to learn it. Odd numbers seem to work best, with the exception of 10 + 100, which are also popular numbers.
• 7 Sure-fire Ways to Find the Photographer of Your Dreams
• 5 Easy Ways to Choose Your Wedding Flowers
• 10 Ways to Turn Your Wedding Spending into a Positive Experience
#2 How to [Insert What You’re Going to Teach Them to Do]
For all those do-it-yourselfers out there, how-to articles + information are thriving. Wedding couples want to know how to do whatever it is you’re offering up info on that is wedding-related.
• How to Plan Your Wedding in 5 Days
• How to Host a Wedding without Wedding Favors
• How to Save Money When You Hire Your Wedding Videographer
#3 The Secret of [Blank]
Everyone loves to be in on a good juicy secret. Brides + grooms are no exception to this. So if your headline tells them that you’re going to reveal your secret to them, they are all ears – or in this case, all eyes.
• The Secret to Turning Your Wedding into the Wedding of Your Dreams
• The Secret to Hosting the Wedding You Want without Busting Your Budget
• The Secret to Having a Career + Planning Your Wedding
#4 [Insert Number Here] Ways to Avoid [Insert Something Wedding Couples Want to Avoid]
It’s worth repeating. Headlines with numbers are highly effective. As much as brides + grooms want to learn how to do something, they also want to learn how to avoid doing things that are undesirable.
• 10 Ways to Avoid Being a Wedding Vendor Victim
• 7 Ways to Avoid Busting Your Wedding Budget
• 10 Ways to Avoid Stress When Planning a Wedding
#5 See How Easily You Can [The Result They Want to Achieve]
Nobody wants to do it the hard way. Wedding couples want to know how to do it the easy way. If your headline accomplishes their goal, I promise you, they’ll read on.
• See How Easily You Can Plan Your Entire Wedding
• See How Easily You Can Hire a Wedding Florist
• See How Easily You Can Find the Perfect Wedding Band
#6 A Simple Way to [Insert Outcome] that Works for [Insert Target Group]
|Example: A Simple Way to Choose Wedding Bouquets that Work for Busy Brides
This is a socialproof headline. A social proof headline convinces wedding couples that others like them (or the pros that brides + grooms want to be like) are doing something this way, so they
should do it too.
#7 [Insert Word] May be Causing You to Lose Out on [Insert Desired Outcome]
|Example: Choosing the Wrong Wedding Vendors May be Causing You to Lose MONEY
This is an example of a threat headline. It presents some gloom + doom to your brides + grooms toscare them into reading how they can change the outcome.
#8 There’s Big [Insert Desired Outcome] in [Insert Word/Industry/Action]
|Example: There’s Big Savings in Choosing a Wedding Planner
This is an example of a gain headline. You are showing the brides + grooms what they can gain
from taking an action.
#9 How to [Desired Outcome] like [Pros or Group of People]
|Example: How to Create a Reception Menu like Professional Caterers
Another example of a social proof headline, you are showing brides + grooms why they should
jump on the bandwagon. Ultimately, it is because people like them or the people that they want to emulate are doing it.
#10 What Your [Insert Person] Won’t Tell You + How it Can Save You [Insert Word]
|Example: What Your Photographer Won’t Tell You + How it Can Save You Money
Also a threat headline, you are letting brides + grooms know that some professional is hiding
information that the reader needs to know because it is saving them from making some grave
#11 How to Take the Headache Out of [Insert Word/Action]
|Example: How to Take the Headache Out of Wedding Planning
When you present a problem + then a solution, this is another form of a gain headline. The
headline draws brides + grooms in because they are seeking a solution to the problem they are having.
#12 [Insert an Action] like a [Insert Pro or Group of People]
|Example: Plan a Wedding like a Pro
Yet another example of a social proof headline, it attracts brides + grooms who want to do
something just like a wedding pro does it.
#13 At Last, the Secret to [Insert Desired Outcome] is Revealed
|Example: At Last, the Secret to Planning a Stress-Free Wedding is Revealed
Everyone loves a juicy secret. They can’t wait to find out what the secret is so they can enjoy the
benefit that it offers. Let them in on a little secret!
#14 How You Can [Insert Desired Outcome] Almost Instantly
|Example: How You Can Cut Your Wedding Budget in Half Almost Instantly
The most popular type of headlines is gain headlines. This is a type of gain headline, where you
share what brides + grooms have to gain from taking an action. In this case, the word “instantly” reveals to them that they don’t have to wait to feel the effects. Everyone wants instant gratification.
#15 The Lazy [Insert Person’s] Way to [Insert Desired Outcome]
|Example: The Lazy Bride’s Way to Wedding Planning
Because they are so popular, this is another example of a gain headline. Throwing the word “lazy”
in the mix implies that it’s a simple + fast way for the bride to accomplish the desired outcome.
So There You Have It
So there you have it — 15 headline formulas you can use right away.
Use as is, inserting words in the blanks as appropriate, or alter slightly to fit your needs.
These are tried, true + proven effective headlines that the pros use.
Now, you can use them too.
Now that you have the topic of your post + the headline, now it’s time to fill in the details. (Use the outline above as your guide.)
One more item you might consider adding to the end of your blog posts or as your call to action is a content upgrade.
A content upgrade is simply a freebie that they can download after they’re finished reading your post. It might be a checklist related to the post topic. It might just be a PDF format of the blog post (depending on what kind of post it is).
Simply put, a content upgrade is a takeaway they can, well, take away with them to take action on while you walk away with their email address + contact info to try to convert them into a booked wedding over time.
So, a blog post about the top 10 items every bride should have in their wedding day emergency kit might have a content upgrade that is a checklist of those 10 items (+ the dozens of other items she should have in the kit as well).
Create a Pinnable Image
OK, now that you have all of the written content in place, it’s time to create an image for your blog post. What I mean by a “pinnable” image is you want an image that is worthy enough to post on Pinterest.
In other words, your image has to rock!
I won’t go too much off the deep end on why a wedding pro should be using Pinterest to promote their blog posts (yet). For now, just trust me + use this as a guide to create the images you need for your post (that work on Pinterest).
You can use the free version of Canva or upgrade to a paid version (depending on your needs). I use the free version + it has totally met my needs for creating all sorts of images, including professional + eye-catching Pinterest images + images for my blog.
Here are a few of the designs I’ve created, so you can get an idea of what you can do with Canva + what you need to do to create your pinnable blog images.
You want to use a great image, headline/title of the post + your logo or website/blog—all on the image that you plan to pin.
Once you have your image ready, insert it into your blog post. Stay tuned on how you can use this image to promote your blog post, which I cover in another post.
You might choose to use the same image for promoting your post on other social media outlets (like Instagram +Facebook) or you can create images specifically for these networks (Canva has templates for each social media network).
Stay tuned for a post on promoting your blog post in the wedding universe to pull brides + grooms to your blog + get them to hire you. Send me an email hello at weddingplannercopy dot com or book it now.
I’m Kristie Lorette McCauley. I have a word addiction and I’m not afraid to use it (or admit it).
In my past life, I was a certified wedding planner. In my current life, I am the wedding planner content + copy writer.
I use my writing + wedding planning experience to turn your thoughts into words that land you DREAM brides + grooms + book your calendar solid.