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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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]
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Having A Heart Can Also Be Smart

February 21, 2017 by Brian Lawrence
Weddings are saturated with emotion and passion. The media fills our heads with romantic stories of proposals, couples who overcome tremendous challenges, celebrity weddings, and weddings with have humorous occurrences. 2902113089_a8d141e007_zYou have the opportunity to get to know the couple very intimately and are exposed to their interests, family, and sometimes even challenges and tragedies. Think of the relationship building opportunities you are presented with when you can show your client that you know them and also that you care. Have you ever had a canceled appointment where the wedding couple called you to tell you that they ha... [read more]
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Do Your Contracts Protect Your Company?

February 14, 2017 by Brian Lawrence
Fingers crossed that you use a contract to formalize your DJ & entertainment services for each and every client, but if you don’t, you need to read this article. Even if you do have contracts in place, do you use it more as an order form, or as a formal contract that protects your business? 23577005941_8cca77edd0_bWe want every wedding to go smoothly. Wedding couples should be fair people who are easy to please and everything you discussed should be 100% understood. Wrong. Those are all false assumptions. Brides and grooms can have unsaid expectations and blame you for not fulfilling them. And sometimes just for the game o... [read more]
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Bridal Show ROI: Avoid These Common Misconceptions

February 7, 2017 by Brian Lawrence
Bridal shows should be a part of your marketing plan because they are extremely important to the wedding industry. It’s the best way to get couples away from their computer screens and face to face with you. Unfortunately, many wedding professionals, including DJs, are under the impression that solely participating in the bridal show leads to bookings. Hopefully this article will clear up some misconceptions and give you an action plan to get the best return from bridal show participation. bridal_show_farmville_2012_9319080002
  1. Bigger isn’t always better.read more]
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Buy a Domain Name to Step Up Your Game

January 24, 2017 by Brian Lawrence
When first developing a website and choosing a domain name, the vast majority of DJ’s pick one that matches the name of their business. And that’s pretty much the last thought on the matter. internet1What most people aren’t thinking about is SEO. The domain should not be everything when it comes to building a fully functional, impressive, and effective online presence. You want to secure additional domains to give your business a distinct competitive advantage. You can simply link the domain name to your current site, it’s easy to do and automatic. The second domain will be available via search engines so you can reach a larger audience search... [read more]
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How Do You Represent Your DJ & Entertainment Company?

January 17, 2017 by Brian Lawrence
Whether you’re a one-man show juggling wedding bookings along with marketing and sales or a big entertainment company that has hired employees to take care of these tasks for you, you need to monitor how you and/or your employees are representing your company. social-media-1430512_960_720In a perfect world, all of your customers would be treated with utmost kindness and respect and would rate your company positively. But the reality is that many of us tend to forget about the most important things when we get caught up in our daily tasks and projects. Whether it’s an email, phone conversation, or face-to-face ... [read more]
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How To Name Drop Your Way To A Wedding Booking

January 10, 2017 by Brian Lawrence
They say it’s not what you know, it’s who you know. And while you can still win over a customer with the power of thought leadership, networking extends beyond the classic approach of exchanging business cards. As a DJ & entertainment expert, your focus on building relationships is best served through approaching the planning ladder’s earlier stages. But when the agreement to promote each is other is forged, not all relationships will generate business despite the good intentions of both parties. ghozt_tramp_-_business_communication_duplicat_modelLet’s examine the value of networking and outreach that is seldo... [read more]