Common flaws in wedding DJ websites – Why MORE price shoppers THAN high spending brides contact you (Part 1 of 2)

June 6, 2017 by Terry Lewis

If you have not read my previous blog, please go back and take a look because this lesson builds on that training…

If you are currently getting more price shoppers than value buyers, the miscommunication is most likely in your marketing message, your personal letter to your avatar. And because the greatest chance of someone forming an opinion of you is via your website, I would suggest your problem stems from there.

You see, the reason price shoppers are attracted to you at the moment is because you are ‘inadvertently’ appealing to them. And if you are attracting price shoppers, you are less likely to appeal to the discerning higher spender, the couple you really want to book. The way to attract and book your ideal client is found in the clarity of your message. So how can you gain clarity?

If we are to begin with the end in mind there is no better starting place than this quote by Albert Einstein:

“We cannot solve our problems with the SAME thinking we used when we created them.”

So what THINKING did you use when you began to inadvertently appeal to price shoppers?

Well, if you are anything like me,
here’s the top 3:

1.Failure to niche.

2.Promoting a failing self-made or low budget website.

3.Attempts to book every bride.

A turnaround will come for you when you get your site professionally written by a designer to whom you give a crystal clear brief to include being unique, passionate, risk-free and offering value above your avatar’s desires. Your site must irresistibly pre-sell, and imply quality and expense.

To attract couple’s with higher budgets, whilst avoiding price shoppers you must appeal only to the former. Change your message, and you’ll change your results. You want your avatar hunting you. But how do you do this?

It begins by offering a signature wedding experience that fulfils every one of your ideal client’s needs. At the end of my last blog I give you a growth assignment to help you identify what they are if you missed it, or need to complete it here’s the link.

Using the results gained from the growth assignment, put your bride and groom’s inner most needs at the centre of your wedding DJ solution, then build your wedding package around it.

The key is to promote the desired outcome your avatar wants, and position your company as the best route for them to enjoy it. When you perfectly reflect this in your website, your product or service ‘is’ your marketing and will go a very long way to prescribing and not selling itself.

In short, the tighter you match your wedding experience to your clients inner most desires whilst dispelling their fears, the more you will get booked.
You’ve got to keep front of mind that the higher spending avatar is hunting for a supplier in your industry who is unique and better than the rest. She’s looking for The One. Make sure it’s you, because if there is a disconnect between what you actually deliver through your wedding experience and what your website portrays, you will turn off higher spending brides and inadvertently attract price shoppers because of the ambiguity in your message; and to be crystal clear the ambiguity is created via the use of poor images, broad copy, unfriendly site navigation, inability to connect and low to mid-end branding.

In next weeks blog I will teach you a winning formula to get the right eyeballs on your wedding business, see you then…

About Terry Lewis.

  • Author of the popular book ’12 Habits of Successfully Booked Up Wedding Suppliers’. Available on Amazon
  • A 6x Wedding Award Winner, including Best Wedding DJ in England
  • Judge for The Wedding Industry Awards
  • Mentor & Coach
  • Speaker

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Terry Lewis Terry Lewis (50 Posts)

Terry Lewis Biography 2009 I started my professional wedding DJ career. 2011 – 2014 I won 6 Best Wedding DJ Awards, including Best Wedding DJ in England. During this period I also became a preferred supplier at more than 50 venues from Mayfair in London to the suburbs. And had the honour of performing at international weddings. 2015 – Date I sit as a judge for the Wedding Industry Awards (the largest and most respected in the UK), and as a condition of accepting the role, I am no longer permitted to compete. 2015 I began my keynote speaking career at BPM Birmingham run by Mark Walsh & Eddie Short. Since then I have given motivational and educational talks at DJ associations such as NADJ and for leading Wedding Industry Networking groups. 2015 To facilitate my role as a mentor and coach, I launched a new company called Wedding Marketing Mastery, and created a world class 1-1 training program. It’s built from the ground up and designed to oversubscribe a wedding suppliers business at above average fees. 2016 I published my 1st book ’12 Habits of Successfully Booked Up Wedding Suppliers’ – Available on Amazon and read from London to Sydney. About my training I realised that to get above average results in the DJ and wedding industry, you need to help those you serve, get what they want to get. If you can do this in a remarkable way you will succeed in any endeavour. About me I am a father to four children and 2 step children. I am in love with my wonderful partner Julie whose support I could not do without. We love travel, entertainment and fine wines! I am also the co-founder of The GAAP Orphanage Foundation, our work helps orphans and abandoned children in Africa.

Filed Under: DJing Weddings, Mobile DJ Business, Mobile DJ Sales & Marketing, The Career DJ