The number one question or phrase I hear from Wedding Pros is this, ‘How do I get More Clients for my Wedding Business?”
And usually, when I look, I can see straight away what the problem is.
Yep it’s that simple.
They aren’t writing copy that actually speaks to their ideal wedding client.
What do I mean by that?
Well contrary to popular belief having gorgeous images on your website and social media isn’t enough to get you clients. Your clients need to have a connection with you, an emotional connection.
They need to instinctively know that you’re their type of person. That you get them. You understand their deepest desires.
And how do you do that?
Not by images…by words.
The words you use, aka your copy, is what sets you apart from your competitors because it allows your ideal client to connect with you.
To feel like they’ve recognised a kindred spirit.
It’s the one single thing that allows them to have that moment of complete clarity where they feel like you’re inside their head.
That’s when you start to fill your diary with clients.
Now of course, the images you produce are still important. They absolutely have to align with your brand and showcase your style.
But, and here’s the big but, they should work in partnership with your copy.
This is the thing that most wedding pros conveniently push to one side or spend the least amount of time on.
So what can you do to make sure your copy is speaking directly to your ideal client?
Well there’s a few things. It’s an extensive subject and one I spend an entire module on in Wedding CEO School.
However, today I want to give you some tips you can use right now that will spice up your copy and help it to resonate.
No 1: Know your ideal client inside out
What I mean by this is make sure you know exactly what the challenges and pain points of your wedding clients are?
What are the things that worry them, keep them up at night, make them feel out of control?
On the flip side what excites them, makes them feel like doing cartwheels round the room and gives them that feeling of security?
These are the things you want to talk about. It’s not about you and your product it’s about them and their wedding.
Yes of course you’ll need to talk about your product first but people don’t buy features they buy solutions.
Your wedding clients aren’t interested in what you do. They’re interested in how what you do makes them feel.
No 2: Use the language of your client and not your own
You don’t need to be a copywriter to have copy that resonates. In fact, 85% of the copy on your website and in your emails should come directly from your ideal client and not your own head.
Spend some time in your Inbox and take notice of the language your current and past clients have used in their emails to you.
Look for common phrases or questions that appear regularly.
But don’t be tempted to edit. The power behind this trick is that the words need to be exactly as your client wrote or said them.
Not as you would say them.
No 3: Listen to your client
When you’re in a consultation or talking on the phone to your client spend more time listening than talking.
Write down any key things they say. Listen out for pain points and challenges they talk about.
Have you ever seen a really good sales person at work? They spend most of their time asking open ending questions, listening to the answers and then parroting those answers back at the person standing in front of them.
Then they rinse and repeat till they have enough information to do their job.
When you do this you take things to a whole new level.
All of a sudden, your ideal wedding client feels like you absolutely get them.
They feel like you understand exactly what they’re looking for and the problem they’re trying to solve.
Use this in the copy on your website, your social media and your emails to breathe new life into things.
No 4: Use the friend filter
When I write any type of copy I try to write it in the same way I’d write to my friends or send them a text message.
In some cases, I do pepper my copy with emojis and start a sentence with the word ‘because’.
My English teacher would have kittens if she read it.
But here’s the thing, I’m not writing an essay I’m trying to build a relationship, inspire my reader and hopefully make a connection with them The whole power behind good copy is that it allows you to have a personal conversation.
How can you do this when your copy sounds like it’s been lifted off your career resume?
Nobody wants to read stiff and starchy copy.
Think of it like picking up a book, you’re not going to read it if it doesn’t draw you in and you can’t connect with the characters.
Your copy needs to connect with your ideal client.
No 5: Give the apostrophe some love
As I said above think of your writing as a conversation. Look at the two sentences below and tell me which one you think sounds best.
“I am going to go to the shop in a minute and I will try to see if it is possible to get some wine.” Versus… “I’m going to the shop in a minute and I’ll try to see if it’s possible to get some wine.”
No 6: Don’t use unnecessary words
We have a habit when we try to put pen to paper to use every word possible.
We don’t do this when we talk so why do it when we write?
Let’s use the same sentence as in the last point but this time let’s take out some of the unnecessary words.
Here’s our version with the apostrophe: “I’m going to the shop in a minute and I’ll try to see if it’s possible to get some wine.”
Versus… “I’m going to the shop soon to get some wine.” See the difference?
It’s so much easier to read and sounds more natural. And this makes the reader want to continue.
No 7: Make it personal
Don’t be generic when you can be personal. It grabs people’s attention so much more when using their name or words like, ‘you’, and ‘you’re’.
Suddenly you’re not just talking to anyone, you’re talking to me. It makes all the difference. You’re having a conversation with me and not your entire email list.
Now obviously, you can’t use individual names in blog posts but you can in emails.
Always, personalise your emails with a first name and I often use it in the subject line and in the body of the email when I’m trying to make a point.
But remember not to over use it because that’s as bad as not using it at all.
Let me give you an example.
Here’s a generic sentence: “As a student of the Wedding Academy everyone will receive 8 weeks of live training with Kylie.” Versus… “When you join the Wedding Academy, you’ll receive 8 weeks of live training with me.”
No 8: Read it aloud
This one thing will literally completely change how your copy reads. There’s something about reading what you write aloud that changes the way it sounds.
It’s strange but true.
So once you’ve written your copy, and I’m a big advocate of let it flow and edit afterwards, then read through it and do the required grammar and spelling edits. Then take that copy and read it out loud as if you were reading it to a friend.
What you’ll find is that the flow is completely different and you’ll find yourself taking out unnecessary words and making little changes that add the human element to what you’ve written.
Trust me, this one thing alone will take your copy from average to amazing.
Don’t forget to subscribe to my Podcast as I have a GREAT interview coming up this month with Ellie Kime of The Wedding Enthusiast, ‘How to Write the Perfect About Page that Connects with your Ideal Couple‘. She has some great tips on copywriting for you.