Quick question, how do you make the brides fall in love with your shop and dresses even before they come?
With literally hundreds (or even thousands, depending on your location) of vendors in the market, I can’t stress enough on the importance of differentiating yourself.
The first thing you can do here is to “prime your prospects early” to make them anticipate a potentially unforgettable (and hassle-free) experience preparing for their big day with your team.
In short, you have to do an effective “soft pre-sell” to your bridal prospects.
Find ways to show them in advance your beautiful shop, your wide variety of designer wedding dresses, your cheerful and helpful team, your exclusive after-sales service, etc…
You can do this using Instagram posts, Facebook live videos, work-in-progress short videos on YouTube, or even quick animated mobile slides.
The key here is the create a beautiful mental movie in your prospects’ minds, and make them desire to work with you to create an unforgettable once-in-a-lifetime experience.
We’ll talk about a particular method of creating this mental movie later, but for now, I want to share with you a sneaky way of tapping on your existing clients for more business…
(Secret Tip) How to Get More Referrals From Your Existing Bridal Clients
How often are you reminding your clients of the wonderful memories you’ve created together?
As you might have already noticed, you have understandably (almost) no chance of repeat purchases.
So needless to say, it is crucial that you work on getting more referrals from your existing clients.
This is what most bridal shops, wedding planners and photography teams fail at – they spend a lot of time trying to get new clients, and forget totally about the “gold mine” right under their noses.
You see, some clever bridal shops actually send gifts, handwritten notes and mini e-albums quarterly during the first year of their clients’ marriage. And they continue to do that every year after that, during the wedding anniversaries.
Now that’s one sneaky (and smart) way you can use to remind your clients of your presence (and your past contribution to the significant life event). And to reciprocate, your clients would most likely (and happily) refer their friends to you.
And if you haven’t already guessed, this little touch that reminds your clients of their significant life event may actually save quite a few marriages along the way, if you know what I mean…
Anyway, getting more referrals is just like winning half the battle. Now let’s look at how you can masterfully close these referrals…
How to Close Your Bridal Clients Faster Than They Can Say “Let Us Think About It”
The quick answer to this is one word: preparation.
Let’s be honest here… Are you showing the same portfolio on your website as 3 years ago? Or are you always updating it with your best work?
It might be a hassle to contact your web designer to do the regular updates, but it is definitely worth the trouble.
This goes for the wedding photography and bridal gown portfolios too. Take the time and effort to show your potential clients your best and most updated projects always.
Now, a smart way to do this is to pick a few of your favorite venues and do 3-4 styles of shooting samples at each venue.
Record a series of short videos and make the shooting, editing and finalizing process look fun and enjoyable for your clients.
You should do this periodically and consistently every single year.
This way, you’ll never be showing the same old portfolio to each client, like what most of your peers are doing.
And if you do an accurate profiling of your clients, you’ll always have more than enough updated (and relevant) work samples to impress (and close) them.
With the habit of constantly working from a fresh angle and updating your best projects… you are eliminating the chances of your clients checking out your competition.
If you remember what I’ve mentioned in the beginning of this article about differentiation… you can use your regularly updated masterpieces to do your “soft pre-sell”, and actually close your potential clients (in their minds) even before they set foot in your shop.
That said, besides the conventional hard cover albums and your portfolio on your main website, there are a few more ways to create a great first impression…
Action Steps: How to Get More Bridal Clients and Grow Your Wedding Business
Based on what I’ve revealed to you so far, here are a few action steps you can start executing today.
- Start a collection of short videos documenting your best work on YouTube. Do a series of Facebook Live videos every now and then. You don’t need lengthy, embellished videos. Short videos from 3 – 7 minutes are good enough.
- Create dedicated albums on Facebook and Pinterest for your past projects (and sample projects).
- Send these regular updates to your mailing list.
- Break down each of your portfolio and write a series of mini blog posts. Run Facebook ads to these blog posts to attract and pixel targeted prospects for your remarketing campaigns.
- Send your best work samples to your potential and existing clients and encourage them to share with their friends. You can inspire viral sharing easily using our spellbinding animated PocketSites. Create a unique PocketSite wedding invitation for each of your wedding clients to send to their friends and family. So you can get free viral publicity and unsolicited referrals for every single wedding project.
Alright then, I shall let you cracking and start pulling in more wedding clients. To your success!