Don't Make Them Read Between The Lines (because They Won't)

Most websites I see in the wedding industry are a disaster. Theyre hard to navigate, they dont provide easy information for brides to get what they want quickly, and deciphering which package to choose can be even harder...all because vendors expect brides to read between the lines.

I always, always say, Dont expect brides to read between the lines, because they wont! And I dont think that everyone fully understands what Im saying here. You see, just because you get what you do and know what your duties entail forwards and backwards doesnt mean that brides do. In fact, the opposite is usually true. Brides are most often clueless, and need you to educate and direct them in a clear manner on what to do next.

Its that simple, so why arent people getting it...still? Because its very hard when you resist changing when youve done it one way for so very, very long (or at least everyone else in your industry has). Brides are savvier than ever, they are doing their research online, and they want decisions to be as easy as 1-2-3 to make. If youre making it more difficult than this, and requiring brides to jump through hoops to get the scoop, youve already lost the sale.

Just like my example with starting Reese with dance instead of gymnastics, brides will go with another vendor if you make it too confusing to make a decision. And after all the marketing effort, cost in putting up your website and getting yourself out there in a big way, who wants to do this?

My new friend, Chris Jaeger, who creates websites that work through Marketing to Brides Online, gets this. He understands what it takes to get through to brides easily, what to include and what not to include. Its not about having the best looking or most flashy website, its about having one that gets your compelling marketing message across fast and with ease. Oh and being a lead-generating machine at the same time of course. Thats it.


Your Bride Attraction Assignment:

Where are you confusing brides out of sales? Look at your site, or have a friend check it out who doesnt entirely understand what you do, and give you feedback.

Ask these questions to get clearer and stop making things so darn difficult to close the sale in your bridal biz. Is it easy to navigate? Do you understand your options of working with me? What are the options to work with me? Could you find my contact info easily? Did you have plenty of opportunities to reach out to me and schedule a consultation? What was confusing, if anything? What would make it easier for you to hire me if you were a bride?

Presto! Booking more brides just got a lot easier.

2008-2010 Soire! Ltd.
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Event Planning entrepreneur Natalie Bradley publishes the "Bride Attraction" weekly e-zine. Get your F*REE audio course: "5 Ways to Recession-Proof Your Wedding Business...Starting Today!l" at www.BrideAttraction.com