Brian Lawrence


Brian Lawrence

Formerly partners with wedding industry guru Alan Berg, Brian Lawrence is one of the industry’s foremost authorities on marketing in the wedding industry. Brian has consulted with many local wedding professionals and as well as national brands. A speaker at WeddingWire World and Wedding MBA, he is the author of “The Wedding Expert’s Guide to Sales and Marketing” and has helped thousands of industry professionals with his marketing insights through personal consultation, books, seminars, blogs and articles, and speaking engagements at leading industry conferences. For more information go to www.brianlawrence.com or contact Brian at brian@brianlawrence.com or 201 244 5969.




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Wedding Articles Are Often a Fountain of Misinformation

May 2, 2017 by Brian Lawrence
The internet allows everyone to be educated consumers. Before meeting you, your prospect is armed with questions to ask, has researched your competitors, and is likely to be influenced by articles they’ve read on wedding websites, blogs and in wedding magazines. 3978938250_9cb51c28dc_bUnfortunately, most wedding articles are a fountain of misinformation. The best authorities in the wedding industry are wedding professionals, boasting hands-on experience with the services they provide, as well as understand the real needs that wedding... [read more]
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You Can Have A Retail Location Without The Retail Headaches

April 25, 2017 by Brian Lawrence
Many DJ’s are home-based because they feel the overhead is too high to open up a retail store. Even if you’re enjoying success in your home office, you’d probably think twice about opening a retail store because you’ve have to gain a considerable amount of additional bookings and clients to keep up with the expense of rent, insurance, utilities, and staff. And there’s also the problem of opening up in a mall, shopping center, or busy area where you are paying high rent to have exposure to a large audience. Unfortunately, most of this audience won’t have any interest in your service. It makes more sense to open a store or office that is ea... [read more]
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Use Your Computer to Close Face-to-Face Sales

April 18, 2017 by Brian Lawrence
By now, you probably have a set-in-stone sale ritual and strategy that’s worked for you for years. Hopefully, you’re successful at closing sales and can charm your clients. But it’s never too late to teach an old dog new tricks. And if you’re not closing 100% of your sales, there’s always room for improvement. You can harness the power of the internet as a boost to close your sales. ordinateur-de-bureau-pc-1456070535wehAt one point, you’ve probably heard this from a client: “I want to meet the DJ.” This causes a problem if the client is not directly talking to the DJ that will perform. For example... [read more]
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Time the Wedding Planning Switch

April 11, 2017 by Brian Lawrence
Wedding DJ’s have advantages over other industries:

-You don’t have to create the need for your services. -The booking will be made within a finite period of time. -The decision process is often emotional, impulsive, and can be greatly influenced by the right presentation and sales approach. -The first time wedding couple is uneducated consumers and wants guidance.

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Those Negative Reviews? Dont Dismiss Them. Address Them.

April 4, 2017 by Brian Lawrence
If you’ve ever visited a website that has dozens of positive customer reviews, you might have questioned the authenticity of those reviews. It almost seems fake to have so many raving reviews. And for most companies, a negative review is something to hide. In response, many wedding professionals have started to put newsfeeds on their website showcasing reviews from popular sites like Wedding Wire. People know that the business has no control over what a customer says on review sites, so getting a strong review is extremely meaningful.  sc... [<a href=read more]
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The Qualities of a Successful DJ

March 28, 2017 by Brian Lawrence
At one point or another, you’ve probably looked back over the past year and measured your success. Sometimes success is built in self-reflection. With that in mind, here are the top qualities of a successful DJ. 15274715978_64a13be9ee_b Patience – Having patience shows a client that you care. Spending time builds rapport. Rapport makes your client comfortable and encourages them to ask questions, which earns your trust. And trust closes sales. Empathy – When you try to feel what your client feels, a connection is built. Telling your own personal story or a third-party story that relates to your clie... [read more]
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The Proper Use of Urgency

March 21, 2017 by Brian Lawrence
The wedding industry is unique because wedding couples are an easily identifiable audience. Once the date of the wedding is finalized, the clock starts ticking. You don’t have to create the need for your DJ & entertainment services because it’s an important part in most weddings. urgent-160139_960_720 Planning is an emotional process for wedding clients; they’re inspired by beauty, originality, the right personality, and other factors that can result in an impulsive decision. ... [read more]
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The Costs and Benefits of a Free Gift

March 14, 2017 by Brian Lawrence
They say that nothing in life is free. This especially holds true to “free gifts” from businesses. Anyone that has ever been tricked into a time share meeting through a free gift or buffet meal understands this. You probably wouldn’t give away free gifts to cold leads that weren’t prospects. And you might be more apt to gift a customer that has booked you. In actuality, offering a free gift can attract a lot of attention, especially if that gift has a high perceived value. gift-548284_960_720read more]
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Is There Really No Place Like Home?

March 7, 2017 by Brian Lawrence
If you’re operating your DJ business out of your home, it’s probably because of convenience and low overhead. Showcasing a modern and sleek website and having good online visibility and strong reviews can make a home-based business look just as reputable and credible as an office or storefront location. 3088798472_afe99be01f_z But there is a downside. It’s difficult to juggle the different roles as a businessperson, spouse, and parent. And it’s challenging to mentally leave work when you are not physically leaving work. Leaving a physical location after a full day of work and driving home creates a psychological shut d... [read more]
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How Does Your Website Speak To Wedding Couples?

February 28, 2017 by Brian Lawrence
People turn to the internet for their wedding ideas and inspirations. With the click of a button, wedding couples can save their ideas, share their inspirations, loop in their guests, shop their whims and yes, book their vendors. But there is an overload of information online and wedding couples are bombarded with ideas for palette choices and décor ideas. There are so many different vendors competing for their attention. So your website needs to speak directly to them. 14804632142_38c5c63424_b Wedding couples are exposed to professional photography, magazines, blogs, websites, Facebook, Pinterest, Instagram, and Bridal Show... [read more]