Are you Sabotaging your own Event Business?
Wedding Planner Battles DIY Brides with DIY Marketing and is DOA.
The other day I spoke to a wedding planner who had a great deal of contempt for do-it-yourself (DIY) brides.
She said, “They honestly think they can do as good of a job as me! They can’t. I can’t stand them. They pick my brain for idea and then try to do it themselves. They’re either really cheap or really naive. Most of the brides around here are idiots.”
This planner was in big trouble – she needed to attract new clients – her attitude and her marketing sucked.
Her website was amateurish. It looked pretty, but it didn’t attract clients. Full of puffery and ego , it didn’t present a real benefit or compelling reason to hire the planner.
“Who did this site?” I asked.
“I did. I don’t have the money to hire a designer.”
“Who did your logo?”
“I did. I like it.”
“Who did the photos on your website?”
“I did.”
“Who wrote your sales copy? ” …. you guessed it.
She did it all herself – because she was trying to save money. She didn’t understand that a professional photographer could help her business look more professional and friendly. She thought snap shots would do the trick.
A penny saved and thousands in bookings lost.
She didn’t understand that an attractive logo can communicate her value faster than words.
She didn’t understand that the headlines, sub-headlines and copy were powerful tools for capturing attention, building interests and motivating visitors to pick up the phone now – and not hit the back button.
Before you snicker at how stupid the DIY customer is – how silly they are not to recognize your genius – take a good look at your own purchasing decisions.
It may help you understand what is missing in the story you tell your market.
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You mean to tell me that she is complaining about DIY brides, and she is a DIY web designer?
Isn’t that ironic? Good to see you Eric!
So many times, wedding planners do have “issues” with DIY brides who pick our brains for ideas, and then go off and do it themselves.
In my opinion, wedding planners need to define their ideal bride and cater to their needs. Disregard those individuals that insist on DIY – they’re not the client that you want anyways. Stop wasting time worrying about those DIY brides and focus on YOUR ideal bride.
Always a pleasure reading your work – keep it up!
Best,
Heather
Heather – That’s great advice; Stop focusing on what you don’t want – concentrate on the outcome you do want. There will always be the one that got away.