Today, I want to show you an extremely effective Wedding Marketing Idea for 2019.
In fact, we recently used this single idea in our email to increase our bookings by 23% over the previous month!
Better yet, I’m going to give you a copy & paste version of this email that you can use for your leads.
Let’s get to it!
Why Leads Go Silent
To start finding a solution, you need to first identify the problem.
We had an easy time getting tons of leads from our site, but we were having an issue getting those leads to respond.
Whether your leads come from your site or other sites like directories, we have all had leads go completely silent on us!
So began our investigation to figure out why.
Opportunity and Urgency
As we began to ask brides why they didn’t book or why they stopped responding the answer became pretty clear.
We had nothing to offer in our emails. We would respond with things like:
“Hey thanks for thinking of us.”
“Is there anything we can do to help”
“Do you have any questions?”
“Do you have time to talk on the phone?”
Our conclusion was that our emails needed to offer 2 important things- A sense of opportunity, and a sense of urgency.
So how did we do it?
When you are adding an opportunity you want to make it something that your brides will truly value.
In our experiment, we found that money talks.
We began offering a discount to brides who would book a visit
Notice we didn’t say book the venue but book a visit. That’s because we have found that getting a 1-on-1 meeting is the hardest part of the sales process.
But once you get that meeting, the average sales rate for wedding businesses is anywhere from 25%-50%!
So by lowering the requirements and upping the reward, you’ll get more brides taking that offer.
You can also offer things like free add-ons (think bridal suite) but we have found that the results weren’t the same as a monetary discount.
How to make it work for you
In addition to this offer, we recommend building wiggle room into your pricing.
By raising your prices $500 (so you have the margins for a discount), 2 things will happen:
First, couples will genuinely feel like they are getting a better value and price from you.
Second, you’ll find that you may have undervalued yourself when couples are happy to pay full price!
So you follow up with your leads with a great offer but how can we make sure they are taking advantage?
This is when urgency is needed to really boost the offers performance.
We would email brides saying “schedule your visit by [date] and you’ll receive [offer].”
If you stick to your guns on that deadline brides will really need to act fast if they are considering your service.
In fact, this gives them an incentive to meet with you before anyone else!
This also makes the follow-up process WAY easier and less forced. Let me explain with an example:
“Hey [name], I tried emailing last week but didn’t get a response. Could you email me back when you get the chance? Thanks”
“Hey [name], I hope you are doing well. Just want to give you a friendly reminder that today is the LAST day to schedule your visit to receive a $500 credit towards your wedding.
You don’t want to miss out! Schedule your visit by clicking the link below.”
Which one seems better?
Option B, right?!
It’s because the email has Opportunity and Urgency
Don’t Forget the CTA
The last thing to mention is don’t forget to be very clear about the call-to-action, or the next step for your brides. In our case we use “schedule your visit” but in your case, it could be what works best for you.
Just remember, you want it to be very clear what you need the brides to do next!
You should have this same call-to-action idea on your website as well.
Here is a sample email PLUS follow-ups that you can use to turn your leads into more 1-on-1 meetings (which turns into more sales!).
Congratulations on your engagement! This is a very exciting time for you.
This is [YOUR NAME], and I just wanted to thank you for showing interest in [BUSINESS].
Just so you know, we are currently offering a $500 credit towards your wedding if you schedule your (meeting/visit) by [DATE+14 Days].
I look forward to meeting you and please let me know if you have any questions.
Here’s an example from Indy Sanctuary:
Need more information about digital marketing?
Get your free marketing guide.
7 Days Later (if you haven’t gotten a response)
Be sure to send this email Friday at 1pm.
Happy Friday! Do you have any plans for the weekend?
I am just following up to send a friendly reminder.
There are only 7 days left to schedule a visit and receive $500 off your [SERVICE]
If you have any questions please feel free to give me a call!
NOTE – if you click the schedule a visit link above, you can see what we use to schedule meetings. You can use this same tool for your business.
You can use a slightly different version of this email for your final 2 emails as well.
Have your 2nd follow up be the day before the offer expires.
Your final follow up should be the day that your offer will expire.
Try it out
If you give this a try I can guarantee you will see positive results in your booking numbers.
This one tip is used in a full booking system that we have developed called Wedding Pro Tools
I recommend checking it out and getting in touch if you are interested in increasing your bookings and only paying when it works.
What marketing tips work best for you?