'Simplicity means S*A*L*E*S for your Biz'

by Natalie Bradley

Whenever you sit down to work on your marketing materials for bridal shows, brochures, letters, website updates, service packages, products, workshops and more, always always remember K.I.S.S. (Appropriate for the wedding industry, isn't it?) K.I.S.S. stands for 'keep it super simple' in your marketing and business management. 

Don't confuse brides with complicated messages about what you do and how you do it. Streamline it. Make it focused. And use this simple message across the board in your marketing strategies. 

To get started and make sure you're laser focused in your message to brides, there's just a little bit of homework for you to do. Write down what problems brides have when they come to you in your initial consultation. Brides are literally giving you the marketing message - just make sure that you're listening. Go back through your notes and look at what they're telling you. Next, look at these issues and how you are actually solving these problems in your work with brides. Then, write down how you're different from 'the rest'. What sets you apart? (Hint: don't put down others in your field; just highlight your strengths.) Now put it in a few sentences.

Here's the example of my Super Simple Marketing Message for Brides. 'I work with brides who struggle with being stressed out and overwhelmed in their wedding planning, and have no idea where to begin. They want to create their luxury, dream wedding to start their lives together centered with love. What separates my service from other wedding planners is that I know the secrets and the system to creating a fantasy wedding day that is customize, personalized, and centered around who you are, and not who you think you should be. And, because of this, my brides are able to relax, let loose and enjoy their wedding planning experience and wedding day, while they focus only on the love that brought them to this moment in time.'

While this message is detailed, it's still very, very simple. It's right to the point, it hits home for the brides to whom this message is meant for, and nothing more. The key to making this work for you is taking this simple message, and using it in everything you do ' your pull marketing questions, your business card marketing, your package and services description, your presentations to brides, and more.

Your Bride Attraction Assignment

Don't overcomplicate your approach. One focus, multiple uses is key!! Use the same key words from your simplistic marketing message and put them into all areas of your marketing. Examples from my own company include the keywords like 'stressed out, overwhelmed, luxury, dream wedding, fantasy, customize, personalized, relaxed'' and they're all over all of my marketing materials. 

Don't reinvent the wheel, so to speak, trying to create new catch phrases to get brides' attention. If you know what their problems are, what they want to know from you, and what they need, speak to that and only that. Remember to K.I.S.S. in all of your marketing! 

© 2008-2009 Soirée! 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