My biggest challenge is connecting with the right brides…how can I find brides who understand the investment going into their wedding flowers/photography/video/catering/fill-in-your-service]?
Brides who understand the investment necessary to do what you do as well as you do it?
You’d have better luck hunting for unicorns. 🙂
Seriously, most brides have NO IDEA how much a wedding costs, let alone how much it costs for the highest quality they see on Style Me Pretty and My Fair Wedding.
The only ones who understand the “investment” are probably wedding pros themselves.
Rather than finding brides who understand the “investment” involved in what you do, you need to find brides who value it enough to pay for it.
It’s a subtle, but powerful, distinction.
The real value they’re paying for is always emotional.
Having those gorgeous flowers means something. It’s remembering the hydrangeas in Grandma’s backyard, reliving that night in the rose garden where they had their first kiss, or imagining how special she’s going to feel in that moment with lush, one of a kind floral arrangements surrounding her.
Now that we’ve got the unicorn fantasy out of the way…
Here’s how you can connect with the couples who will pay more:
1. Clearly identify who you’re looking for.
What style of wedding are they planning? What venues do they choose for the ceremony and reception? Where do they live/work/go to school?
2. Specialize in providing an experience just for that ideal couple.
Use the words they speak to describe the problem and the ideal wedding they want to describe what you do on your website and in your marketing materials. Display photos and videos of couples like them so they recognize themselves.
When you specialize, your value immediately increases for the couples who want exactly what you do.
3. Once you know who they are, find out where they go, both online and off, and meet them there.
What wedding planning websites do they visit? Which wedding professionals do they hire? What local organizations do they belong to? What clothing stores do they shop in?
If you aren’t sure where to start, most often, you (or your spouse) fits your ideal client profile. You can also survey your current and past clients to learn more, and be sure to ask them when you meet in person.
It starts with knowing who you want to attract and climbing into their shoes so that you can think like them and communicate the experience they want in a way that connects.