We’re obsessed with standing out from the competition, and why wouldn’t we be? In an over-saturated market with dozens of new wedding “professionals” sprouting up each week, standing out isn’t just something that would be nice to have; it’s a necessity for the survival of your wedding business.
So begins the desperate search for something that makes us unique. What service can we offer than no one else has? What new cool gadget can we sell to our couples?
In the short-term, offering a product or service no one else has makes you stand out. Until the competition gets wise to the game and decides to offer the same thing. Then you’re back to square one.
It’s time to quit chasing down the next new fad to make you different and do what no one can imitate: be your authentic self.
The most successful businesses have a core philosophy and message that is instantly recognizable. Nike: empowerment and athletic achievement, “Just do it.” “Feel the fear and do it anyway.” Apple computers: innovative, cutting edge design and technology. “Think different.”
Your competitors can always come along and steal your ideas or imitate your style, just like another business can copy Nike’s latest design or create a faux iPod. But no one can clone your philosophy, the big “Why” that propels your business.
Think about your favorite brand or company, one you buy from religiously. It’s not just because they have a cool product or service; it’s because they stand for something that inspires you. They project a message you can believe in.
What makes your wedding business truly one-of-a-kind is HOW you do what you do and WHY you choose to do it.
Your “Why” is fueled by deeply held beliefs that can’t be faked. Your competitors can try, but couples will smell the inauthenticity from miles away. You know when it’s real because you feel it, too.
Jeff and I are clarifying the “Why” behind Book More Brides right now. We do what we do because we believe that you deserve to do what you love and make a great living from it that supports the life of your dreams.
Our core philosophy is, “You deserve a life you love doing the work you love to do.” And we do that by empowering you with low-cost, high impact marketing strategies and by motivating you to take action.
You already have a “Why” for your business, but it’s likely that you haven’t given it much thought. Doing this is essential because until you understand it, you can’t communicate to brides and grooms so that they are inspired by what makes you who you are.
Answer these questions to uncover what makes you different:
- Why did you start your wedding business?
- What type of work would you do for free because you love it so much?
- What experience or emotion do you want to create in the world through the work that you do?
Your answer to these questions reveals the passion that drives you through all the challenges and struggles that come with owning a business. It’s what gets you out of bed on a day when you feel like giving up. Write down what that is for you.
Once you figure it out, communicate that ONE difference in everything you do so that the couples know immediately what you stand for. They’ll either stand with you or against you, and in either case, they’ll know what makes you different immediately.
What do you do to stand out?
About the Author
Stephanie Padovani and her husband, Jeff Padovani, are the dynamic husband-wife duo behind Book More Brides, the #1 online resource for transformational marketing, business and motivational strategies for the wedding industry.
Stephanie and Jeff Padovani met and fell in love in the corporate world, and have been working together ever since. They are famous for entertaining and empowering wedding professionals with low cost, effective marketing strategies and powerful “anti-price shopper” communication techniques…that don’t require sleazy, high-pressure sales tactics or competing on price.
Want more wedding business tips? Visit BookMoreBrides.com to get your copy of the free report, “The Price Shopper Email: How to Immediately Convince Brides of Your Value So They’re Primed and Ready to Book.”
Filed Under: Business, Digital DJ, Sales & Marketing
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