Know-How Exchange : Strategy

Brides are and aren't price shopping.

If they feel in their mind that they're comparing apples and apples-- they'll shop price. But when you establish yourself as something other than an apple-- and that image appeals to them-- price is not the issue. Change the word "fluff" to minimalist-- it conjures a different image (at least to me). Classy and beautiful, demonstrating that less is more.

Carol
Sell Well and Prosper tm

Leslie --

I'm glad you found this site. I'm sure you'll gain some wonderful insights from the community of passionate and competent marketers.

My own thoughts:
I love websites. But I suspect it's not the underlying cause of the symptomatic marketing malaise you've cited.

Here's my thinking about what you said in your message:

1. "The market is growing but I'm slowing" . . .Leslie! What's going on there? Usually a 'hot' market carries everyone along for the ride. Why aren't you part of the party?

2."I'm 1 of 166 planners". . .I think you've made a good call to get out of the clutter! Unless you have a unique category and you're the only planner in it, it's a challenge to be noticed and called from these kinds of listing ads. The real question is, did youEVERget response from these listings? If not, you can fairly safely assume you can find far more effective ways to promote yourself.

3. "I feel I've wasted so many hours on poor prospects . . .that's more of a selling skills issue than a marketing one. But perhaps it is to the extent that you want to have a definition of precisely what 'qualifies' someone to justify investing your time, energy and talents on them.

Leslie, you are (sorry to say it) probably the problem. But, "Good news" -- you can learn to qualify and sell easier than you can change a cheap bride into one who values the quality of services and fair (not necessarily the lowest!!) pricing that you offer.

Now, what I would do if I was in your shoes . . .

1. Make a list of your past clients and 'best friends' -- everyone you know in the marketing area where you want to work

2.电话最-- but personally VISIT your best contacts -- face to face -- and let them know you're seeking new clients for your business -- be ready to explain how you work, show letters from happy clients, etc. -- be sure you can demonstrate what you've done for clients, etc. (very important for people who know you personally but not professionally!)

3. Ask them if they would be willing to either:
• introduce you to someone they know who is / may be / might be getting married in the near future, and/or
• refer you to anyone they learn who may be getting married

4. Send each person they identify, a personal note of introduction

5. Follow-up by phone to introduce yourself

6. Send each person who referred or introduced you a nice note of appreciation -- tent card, handwritten, as soon as you get a name . .. remember, 'attitude of gratitude' -- it goes a long way!

7. Send a monthly postcard to your people -- ask permission (key!) to do so when you make your calls and visits. Most will love to get a short, sweet item periodically from you. Call them 'Wedding Planning Tip # 216" . . . most will think (unconsciously!) that they've missed 215 other great ideas because they didn't know before!

8. Repeat, repeat, repeat!

Most people don't decide to work with a wedding planner because you have the biggest billboard or lots of ads. They do so because someone they know, like, trust and respect says, "Leslie's really good at planning weddings . . . maybe you should talk with her . . . and by the way, she's not the lowest priced planner but she's a bargain for what you'll end up getting when you work with her"

Also, make sure you're seeking to attract 'value' price shoppers, not lowest price shoppers. And remember that no 'fluff' doesn't mean low quality or poor service!

I have clients in similar fields who invest in marketing by creating a network of happy clients and empowered 'mouths' who are delighted to tell their friends, family, co-workers, business contacts, etc. about them.

If you'll focus on building your relationships (ie. MINDshare) with key influencers in your marketplace I think you'll see far better results than redoing your website will bring you. In marketing, MINDshare = MARKETshare.

Best of luck . . . and do let us know how you make out and if you want to talk with me about this in more detail, look me up in my profile and drop an email or make a quick call.

All the best!

Bill