Episode #16 – Specializing In A World Of Generalists With Lauren Caselli
The wedding industry as a whole plays on this ethereal image of a magical day that leaves your website sounding vague & impersonal. Today’s guest is a wedding planner turned copywriter who is going to help you learn how to differentiate yourself in your local market & get light years ahead of your competition.
Lauren Caselli is a former wedding planner and a current copywriter for wedding planners, florists, photographers, and small businesses in the wedding industry. She believes that clear copy can be the make or break between a client and a passerby. She also firmly believes in yoga to neutralize life’s craziness, “calling in sick” to watch back episodes of The West Wing, and a very fat fiction novel (preferably read in a bubble bath).
In this episode we’ll cover:
- How working at a high end wedding planning firm in New York City helped Lauren learn how wedding businesses can better communicate with their potential clients.
- Why your vision about weddings matters
- How displaying your prices on your website will save time for you and the people visiting your site. Make it easy for them!
- How you could confuse people by trying to be different just for the sake of it
- Why you need to be clear about who directs the process & how you work
- How showing your personality and speaking in the 1st person on your about page will make you more of a human.
- How the local nature of wedding businesses makes it easier to specialize.
- The why test.
- How to describe your services so that you attract your ideal client.
- Why you should think about how you want the reader to feel.
- How to be clear about the value you provide.
- How my weird experience with a vague Amsterdam drug dealer ties into all of this.
Resources & Links mentioned in this episode include:
The Inner Circle
15 Lessons That Will Dramatically Change Your Business
“The possibility of becoming friends with their wedding pros matters to 49% of couples.”
The difference between features & benefits (using the why test)
How You Can Use the Secret Behind the iPod’s Success in your Business
My report that shows you how I schedule my social media posts in just 30 minutes per week
More from Lauren:
Website: www.laurencaselli.com & www.lenaandaggy.com
Twitter: www.twitter.com/LCTraveler
Facebook: www.facebook.com/laurencaselliwrites
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