The Power of Story BY: Stephanie Padovani

January 1, 2013 by Dagan White

HOW TO USE YOUR STORY TO BECOME IRRESISTIBLY ATTRACTIVE TO BRIDES

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We call ourselves the “accidental” DJs. My husband, Jeff, and I were working in the
corporate world. But neither one of us was made for a life of high-tech machines and cold office meetings.
We were exhausted from working long hours for someone else. We dreamed of making enough money not just to pay our bills, but to actually have some fun and spend time with our family. We wanted freedom. We both loved music and working with people, and Jeff had been a professional musician for years.
Why couldn’t we make money with music?
One day we had this crazy idea to start a DJ business. A co-worker of ours sold us a complete DJ rig, and our business was born! That’s just the beginning of the story of how we started our wedding business. Even though it’s our
story, it may seem familiar because
it’s likely you were in our shoes when
you started out.

STORY TIME
By telling our story, I’m forming a connection with you based on the things
we have in common: a DJ business, a
love of music, a desire for freedom in
our lives, and the dreaded “day job.” A
good story gets your attention, draws
you in, and makes you want more,
whether it’s the latest news flash, a
popular movie, or neighborhood gossip.
If you want to attract female clients,
brides in particular, you’re going to have to tell a story that engages them.
Women want to connect through
stories, and storytelling is vital when it comes to getting women to buy. (This
comes from studies cited in Don’t Think
Pink: What Really Makes Women Buy by
Lisa Johnson and Andra Learned.)
All stories are naturally attractive
to us as humans, but the most powerful story is the one that is somehow our story, too. That’s why fairy tales and iconic stories like Star Wars are so popular; we find ourselves in them.
What is your bride’s story? If you can tell the bride a story that describes her problem or desire better than she can, it not only connects with her, she’s also going to assume you have exactly the solution she needs.
Not a bad set up when it comes to booking a wedding, eh?

THE “I’M JUST LIKE YOU STORY”
Your ideal couples have a story in common. Sure, they grew up in different towns and have their own set of parental issues, but there is some universal “wedding planning” story they all share.
It might be the fear they’ll encounter a DJ horror story at their wedding. Or they may be dreaming about that unforgettable Grand Entrance.
Your ideal bride has a particular problem she’s trying to solve, and that’s a part of her story. If you can uncover her story and tell it in a way that reaches her, it creates an instant connection and you?ll have her at, “Once upon a time…”
THE ELEMENTS OF STORY
Every story has a beginning, middle and an end. Your story should follow this arc:

  •  Beginning – Things were going great.
  •  Middle – Things started to go wrong, and got worse.
  •  End – I found the solution…or didn’t find the solution, but it inspired my business.

Your story needs to be broad enough to
relate to all your ideal couples, yet narrow enough to exclude the couples you don’t
want. For example, let’s say your niche is the alternative bride. It would be too specific to say, “I wanted a leopard spotted wedding
gown,” because it’s a very rare bride indeed who wears spots. However, if you say, “I
wanted a really unusual wedding dress no
one had ever seen before,” and that’s how your alternative brides feel, it will connect immediately.
The most powerful way to tell your
bride’s story is to tell it as your own. If you were a bride yourself, or if you married one and found yourself in a situation that’s relatable to your couples, that’s perfect. If you don’t have a story that matches the story of your ideal bride or groom, tell the story of a friend or a past bride. It will still help you connect. Which brings us to one final, important point…
Your story must be true.
Feel free to embellish a little to enhance the storytelling, but make sure it passes a fact check. There’s nothing worse than getting caught in a lie, and you WILL get caught.
Once you have a compelling story that connects with your ideal couples, tell it in your meetings, on your website, and in all your marketing. It makes you irresistibly attractive to the couples you really want to work with, repels the ones you don’t want, and makes booking those weddings even easier. MB

Stephanie Padovani is a Hudson Valley, NY wedding blogger, writer and wedding business coach who has owned a successful wedding entertainment company with her husband since 2000. They started Book More Brides to help wedding professionals build thriving wedding businesses’
without fighting about price or wasting money on expensive advertising that doesn’t work. Visit BookMoreBrides.com to get more wedding business marketing tips.

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Dagan White (27 Posts)


Filed Under: Issue #147