How Wedding Businesses Can Stand Out (When Everyone Does The Same Thing) with Nadine Bozeman

Transcript: How Wedding Businesses Can Stand Out (When Everyone Does The Same Thing) with Nadine Bozeman

Heidi Thompson:
Today I am joined by Nadine Bozeman from Secrets of a Bridal Seamstress Fabulous podcast. If you have not listened to it, whether you’re a seamstress or not. But today, Nadine is here to talk to us about the riches in the niches. This is something I have heard so many times, but I’ve never heard it in the way that we’re going to talk about it today. So, Nadine, welcome. I’m excited to have you.

Nadine Bozeman:
Thank you. Oh, I’m really excited to be here. Yeah, thanks for asking me.

Heidi Thompson:
So I’ve heard this term, you know, the riches are in the niches applied broadly to, you know, your business and the focus of your business and your marketing. But you think about it in a different way with how to make your split specific offers cut through the noise, which I think is a really interesting take because so many of us in the wedding industry have absolutely identical offers. So tell me a little bit about how you got to the point of, like, you know what? No, we can’t all just have the same thing.

Nadine Bozeman:
Yeah, exactly. And I think too, being a seamstress, that in itself, I am in a little niche in the wedding industry where it’s like, when it comes to, you know, the broad spectrum of wedding pros, I feel like there’s just this tiny little slice of bridal seamstresses. There’s more emerging, but we kind of have that, you know, benefit. So if I were to want to market myself amid, like, a sea of wedding pros, I feel like my specific skill set is going to cut through the noise. But then when I come down, even, you know, I narrow the scope even more. And I’m thinking of how to market myself in the midst of my local seamstresses. How do I make my specific offer sound just different than them? Right? And like, if I’m a. If I’m a bride looking for alterations, my first thought is, okay, doesn’t everybody do the same thing? Like, I just got to find somebody to sew my wedding dress. So let me just like, you know, compare budgets or, or estimates or whatever. And so I really wanted to. So my local business is called Sweet Francis Sewing Company. And that’s what I started well before Secrets of Bridal Seamstress. And as the business grew and I was, you know, learning the mistakes along the way, I also had friends who were asking, like, my seamstress friends were asking for tips to, you know, get over just common, like, hiccups in first starting a business or managing bookings or whatever. And so that’s where Secrets of Bridal Seamstress membership came from. And so we talk about this topic a lot is, you know, how to just really stand out amid our competition while, you know, having integrity as a local colleague. You don’t want to be that person that just like, you know, constantly is putting down your competition. But it’s important to have like a very specific offer or a really niche down. Or do you say niche or niche?

Heidi Thompson:
You know what, I switch between them because I’m genuinely not sure I like.

Nadine Bozeman:
The sound of niche. But then it doesn’t rhyme with like riches. I want to say like the, the riches are in the niches, but I do like to say niche. So anyway, I think I’ll interchange it during this episode. So when I think about like my specific niche as a seamstress at Sweet Francis Sewing Company, my hospitality in the shop, I feel like is unmatched. You know what I mean? Like when, when clients come into my studio, they’re going to be met with eye contact, they’re going to be greeted by their name. I have like a gift for them when they come for their first fitting. We have like time together on like the velvet couch. I have like this really cute pink velvet couch and we have a conversation. They put the dress on. It’s a, a really thorough appointment. And throughout the appointment I’m just asking them questions and really making them feel like super seen and heard because more so than just the sewing, you know, bridal alterations appointments are kind of about like the therapy that brides need at the, at the point when they come for alterations, it’s like three to four months before the wedding and that’s when they start kind of having complications with other vendors or there’s like a bridesmaid who’s being a problem or there’s like a mother in law who’s too opinionated. And that’s when they’re like, oh my gosh, I need to kind of get this off my chest. So every part of the fitting is designed to just help that woman feel super at ease and comfortable. You know, the nature of alterations is to like fit a garment to somebody’s body. So it’s like a little uncomfortable. So I really want to go out of my way to make it like this lovely, really personal experience. And because I think about my colleagues, I have really talented seamstresses in my area. I can think of like probably three others who are, you know, similar in age to me. We have similar skill sets and they’re really talented and like anybody could go to them or come to me and pretty much have the same product, you know what I’m saying? So what am I doing that’s drawing in a specific client and that’s promising something different than what my colleagues are promising. So for me, that piece is hospitality. And I guess like Heidi, with your like local wedding business, what would you think that your specific offer is? Not even offer like, oh, I got this thing on sale, but like what is it that you bring to the table that’s like really specific for your local business?

Heidi Thompson:
You know, when I was doing planning, I was definitely, oh my God, it was so much earlier in this.

Nadine Bozeman:
I knew, I knew so little. Yeah.

Heidi Thompson:
But it really came down to it was definitely a part of my personality, which is like the practicality, the logistics and being able to problem solve amidst the emotional nonsense, which is actually why I got out of planning, because I’m like, yeah, I don’t like this part of working with people. So yeah, I think it’s being able to be separate from that and allow someone to have that space that’s separate from that and make sure that they’re actually getting the thing that they want and not the thing that, you know, their mother in law wants or not the thing.

Nadine Bozeman:
You know, they’re popular on Pinterest, but it’s like not really their vibe, but they feel like they should do it. Yes, yes. Yeah, yeah. And I think like, you know, if we were to go through every industry, you know, like you think of photographers or bakers or like, what is it that they offer that’s just different than their local competitors without making it something icky? And I think that’s what a lot of us struggle with. I mean, we all have competitors who kind of like are icky and you’re like, okay, I don’t want to be that way. So just to, to focus on like the good things that, you know, separate you from, from the others. So for me it was like the hospitality, okay.

Nadine Bozeman:
The experience, like how they come into the shop and how they feel and then when they leave, this is how they’re going to feel when they leave with their dress. So that’s one thing. But then it’s like, how do you put that into words?

Heidi Thompson:
Or like, I was just going to ask you how you communicate that, like.

Nadine Bozeman:
How do you put that on your website? Like, how do you include that in your copy? Or like, you know, all of your social media posts or whatever. So the first thing is like, once you identify who you want to be or what you want, that offer to be. And, you know, side note, it should be something that is just natural, like, to who you are. Like, you don’t want to try to reinvent the wheel. Like, think about who it is that you already are as a human being. What are you already offering your clients and what are you already seen as in your community or, like, to the clients that you’ve already served?

Heidi Thompson:
It’s so funny because, like, part of the process I have my clients go through is, you know, going to their clients, asking them some specific questions, and that process always brings out this answer. It always brings out the thing that you thought was normal that isn’t. Yes, that is specific to you and the way you think or the way that you do things or the way that you approach how you know you’re doing your craft. There are different things that stand out to people that you might not be aware of because you just take them for granted 100%.

Nadine Bozeman:
Oh, my goodness. Yeah. And I think just when. When you hear this topic come up, people instantly freeze. Like, I don’t know. I don’t know what’s special about me. I don’t think there’s anything special about me, you know, and it’s like you can’t even come close to identifying what it is that sets you apart when the world around you could easily identify that. You know what I’m saying? And so if you can start by asking, like, people closest to you, I mean, it’s great if you can ask some past clients that you had a really great experience with. Like, ask for their genuine feedback. Not just Google review, but, like, I love how you said the specific questions, you know, because you want to get specific answers, and that hopefully will just clarify what it is that is your little niche and then you can market that. So for me, I knew. I mean, honestly, I knew kind of early on that hospitality was my thing. And when I started Sweet Francis Sewing company, like, literally when I, like, registered the LLC, I knew that’s what I wanted to do because I love doing that in, like, my personal life.

I love hosting. I love gift giving. In a different life, I’d be in the hospitality industry. Like, owning a bed and breakfast, like, that would be so fun. You know what? Maybe that might happen in the future for me. I don’t know. But I knew that that was, like, my thing, so it was EAs for me to communicate that. So in all of my, you know, I started with, like, Instagram posts because I think, like, most of us, we start with Social media, we, like, dip our little toe in, and then once we’re like, oh, okay, people like this thing, then I’ll get the website going. So that was definitely me circa, like, 2016, 2017. And everything about my social media post is about the feeling of alterations with me or the feeling of the fittings. And so when I first started my business, I was working at my home. So I described, you know, at the beginning of your appointment, I can’t wait to sit down with a cup of tea and talk about what your vision is for your. Your wedding day. Look, so instantly, that gives you the image of getting cozy on the couch. Like, we’re sitting, like, enjoying a warm beverage. We’re having a conversation about, like, your. Your vision instead of we’re gonna put the dress on and fit it to you or whatever.

I mean, obviously, you can fluff up that sentence too. But I think just that immediate little visual was what I. What I wanted to put in people’s minds. Well, so once I realized that I didn’t want to have the cup of tea with clients who are coming in, it’s like, how can I still convey that feeling without focusing on all of, like, the literally slow moments? Because that’s what I wanted people to anticipate was the time and the attention, but not anticipate, like, a coffee D for their fitting. And that’s what. At the beginning, that’s what I was inadvertently doing to myself.

Heidi Thompson:
So I’m glad you shared that because, like, there is a process of finding this. Yeah. And it’s okay if you’re like, no, this is not what we’re doing.

Nadine Bozeman:
So funny. When I remember, like, this was. This was, like, it was definitely before COVID so It’s probably, like, 2019. And I didn’t have a Google page, but I did have just, like, questions that I would send to clients. And this was, you know, when I was first starting, and I really wanted to know, like, how could I make this better? And I was so desperate for those answers that I would, like, snail mail people a Starbucks gift card if they filled out these questions for me. So, anyway, I was really into it, and this one particular bride, she was awesome. And she’s like, on my website still. And her feedback, like, it was like, you know, if there’s anything you’d change about this experience, what would it be? And she said, I would have loved to maybe have had a cup of coffee or a cup of tea together. And I was like, oh, no, she saw that whatever post, or maybe it was on my website at some point. And, like, she anticipated that.

So I was like, oopsies. So, yeah, that part did not work. But I started, like, not being afraid too, of posting pictures of myself in my workspace because I think, like, Well, I shouldn’t say most because I don’t know if it’s most. I. I can speak for, like, the seamstress world. A lot of seamstresses just want to post pictures of their work. Like, like before and afters or whatever. Or like, I altered this dress. Or this is my bride, you know, on her wedding day, which is great. Like, yeah, like, we all kind of want to show our work. I mean, I do have strong feelings about before and afters, but we don’t need to delve into that. But, you know, posting wedding photos of your brides is great, but if I want to convey that, like, I am the warmth of this appointment, or like, this is how your appointment is going to feel. Having pictures of my shop. So now I have a storefront, but I would do this too if I had a home studio. Like, posting photos so that brides can imagine what it is like to work with you is huge. You know what I mean? Or clients. If you work with couples together, what is it like? What does it feel like to be with you? And so when I post pictures, it’s like my shop is very, you know, femme presenting. It’s very. Like, you’re comfortable, it’s cozy, like, it’s well lit, it’s clean. And there are so many details that have been just really curated for you. And I am part of that too. Like, I. I think some. I don’t know if you notice this too, with who you coach, but people don’t want to be seen on their social media. Do you?

Heidi Thompson:
Yeah. Yeah.

Nadine Bozeman:
I think it’s.

Heidi Thompson:
It’s just that inherent thing of, like, you know, there’s an awkwardness to it, of course, but it’s like, well, you know, it’s. It’s not about me. It’s about, like, the work that I do.

Nadine Bozeman:
Yes. And I get that. Yeah. For me, if I want to convey the hospitality, I am there. Like, I have a. I try to get a photo shoot at least twice a year because it just keeps things current and I want to look the same, you know, when people come to work with me, I don’t want them to be like, what 2020 version of me does not look the same as 2025 version of me, you know, So I. I include clients in photo shoots too, so that there’s like, Photos of the interactions happening. And like, I want the warmth to be conveyed in the photos. When it comes to like the copy in my website, I want that tone to match the experience. When they have a conversation with me in my shop, like, I genuinely love talking about weddings. Like Wedding Planner was my favorite movie growing up. You know, like, I get so excited and I feel like I am so privileged to work with a person who’s going through this huge milestone in their life.

I get to help prepare them for this like awesome moment and I don’t want to lose that excitement, you know, I. They’re excited. I want to meet them, where they’re at and communicate with them like where they’re at. So the copy of my website is going to match the way that I’m going to speak with them during their fittings. You know what I’m saying? So if you have. So whatever you feel like, your little niche is like how you interact with your clients, your website copy, your social media copy, it should be oozing with that same personality or that same promise. And it doesn’t have to be like a product. It’s the promise of the, the experience of what they’re going to get when they work with you. And that should be seen on the inquiry form. Like the way that you word your inquiry form, the way that you, you know, curate your Instagram captions. I know a lot of us like to use AI for that, which is great. But like fine tune your chat GPT settings so that it’s like your voice or like edit that too. So it’s like it is the same experience. And I think what’s kind of cool about that too is, you know, that philosophy. You can’t copy somebody else’s stuff. Like you can’t just see what is working for another wedding pro in your industry and like copy and paste because your clients are going to have an interaction with you and be like, what? Like this is. This is not who they are on their website. You know what I mean? Like the cheerful person that I. Or whatever. Like, you just want to make sure that the expectations are set with the communication early on.

Heidi Thompson:
I really love this because there are a couple things I’m hearing that I think are really important to highlight. One is this is experiential and we are not just telling, we’re showing, we’re demonstrating. We’re allowing them to imagine themselves in the process. And that’s something that a lot of people don’t do if they, you know, heard you say, okay, you need to Communicate the experience. I think the first instinct is I’m gonna tell you, I’m gonna state what it’s going to be like, and, okay, that’s a part of it, but you also need to show. You need to demonstrate. You need to allow them to see it. You need to allow them to feel it. So it’s so much more than just, like, you could have stopped and it wouldn’t have worked as well, but you could have stopped with a line on your website. That’s like, hospitality focus. Which is where I think most people.

Nadine Bozeman:
Would go, oh, yes, yeah, hospitality isn’t even like, that word, isn’t even on my website. But, yes, I know what you’re saying.

Heidi Thompson:
And it’s like, what does that mean? What does that feel like? What does that. What happens when I walk in? You know? Paint me a picture. Mm.

Nadine Bozeman:
Yeah, exactly. And I think, too, I love how you said earlier in the conversation how, like, your clients will tell you what sets you apart from others without you even trying. You know what I mean? Like, that is. And that is just so telling that, like, you’re doing the right thing and you’re in the right position and the right clients are coming to you, you know, Because I think if you just focus on, like, the business that you want to provide or who you are, I think your clients should be specifically, like, so drawn to you. Your clients should be so drawn to you, and then the people who are not meant to work with you are, like, borderline turned off. You know what I’m saying? Like, I don’t want to work with that, but I definitely want to work with that. And even, you know, I think you and I were talking about our coaching, our personal coaches before we hit record. And, like, there are people that, you know, are killing it as coaches in the wedding industry. And I’m like, I don’t want to work with you. But then there’s a specific person that I’m like, I really want to work with her. You know what I mean?

That’s how it works. And it shouldn’t be. Like, you. You don’t want to take it personally. That’s where you want to separate yourself from the business. But when you really narrow down what your niche is, expect to not serve everyone, and that’s okay. You know, I’ve had clients from who have gone to ev. Like, I don’t know, in the years that I’ve been at Sweet Francis Sewing Company. Like, I know that I’ve had at least one, but I know more bride that has gone to another seamstress. I’m wording this weird. I don’t know how to word this. So, like, I’ve had brides who’ve gone to other seamstresses and then don’t book with them and then come to me and they represent every seamstress in the area. You know what I mean? And like, oh, I thought it was gonna be like this, but it wasn’t. Or I had this kind of like, initial experience and it was weird and whatever. And someone else could come to me and be like, I don’t know, I just have a weird feeling and then want to book with somebody else. I don’t think that’s happened yet. But, like, it. It’s not bad if that does happen, because that just means they’re looking for another niche that I don’t offer, you.

Heidi Thompson:
Know, And I think it’s important, like, if you turn your business into a magnet for the right people. An inherent property of a magnet is repelling things.

Nadine Bozeman:
So visual.

Heidi Thompson:
You know, the right people are going to be like, hell, yes. But the wrong people are going to be like, yeah, no, not for me. And that’s the point. Even though I get it, can feel like, oh, no, I can work with everyone. But when you do that, you don’t act, actually attract anyone because you don’t stand out to them as being any different.

Nadine Bozeman:
Right? Yes. Yes. Yeah. And that’s especially when you’re like a solo business owner. Like, you don’t have any employees. It’s just you. It can feel super personal and, like, hurtful. Nobody’s trying to hurt you. It does get easier. I just recently started the hiring process. It took me way too long for my local business. I’ve had, you know, help with secrets of bridal seamstress portion. But my in person business or my local business? In person, my local one. It took me way too long to hire for that. And already I feel like the weight of the personal identity crisis situation of being like a business owner, that’s already been lifted a little bit, you know.

Heidi Thompson:
I’m saying that’s awesome, actually.

Nadine Bozeman:
It’s like our identity together. This isn’t.

Heidi Thompson:
Yeah.

Nadine Bozeman:
It’s like this sweet Francis represents three people, not just one. You know what I’m saying? So it’s like, okay, phew. But when it’s. When it’s just you and somebody doesn’t want to work with you or you feel like, I just went back and forth with this person and they didn’t want to book with me and like, what was it? Well, it could have just been that you were literally being you and they didn’t want to work with you. They want to work with somebody else.

Heidi Thompson:
And that’s fine.

Nadine Bozeman:
Yeah, and that’s fine. It’s like, he’s not that into you. Do you remember that? I love that movie.

Heidi Thompson:
Okay.

Nadine Bozeman:
Also. Oh, well, now I’m getting, like, totally sidetracked. But, like, love is. Are you into Love is Blind?

Heidi Thompson:
I’m not, but I know so many people who are.

Nadine Bozeman:
Okay. I mean, well, we’re fresh off the reunion episode. Okay. So it’s, like, on top of my mind, and there was, like, one person in particular who just this season, it was like, oh, my gosh, he’s just not that into you. It’s like, just. Just let it go.

Heidi Thompson:
Yeah.

Nadine Bozeman:
Bothered is, like, super attractive. You know what I mean? Just, like, move on. And it works the same with our businesses. Like, okay. Like, okay, they’re just not that into me. That’s fine. The next person will be. And that’s cool. Like, I can save that energy to pour into the next client who’s so excited to work with me and. And then, like, not lose sleep over, you know, those who aren’t. And then when you have that freedom, it makes, like, website copies much easier. Like, your social media is much easier because you’re not, like, competing with yourself. You’re not competing with your local colleagues. It’s like you’re just, you know, casting out the net for the people who are so excited to work with who you already are. And the more that you’re able to just communicate and like you said, with, like, visuals, with demonstrations, with photos, the more that you’re able to really communicate who you are and not be, you know, caught in this game of. Of trying to be like everybody else or being like, I don’t know if I am that cool. The easier it’s going to be for those clients to find you and get so excited to work for you. And your marketing just gets so much simpler, you know, when we make it simple for ourselves.

Heidi Thompson:
I’m curious if you can give any other examples of how you have taken this concept of. Okay, this is what makes me different. And translated it either into visuals, copy videos, social media content. Yeah. Events. Just to, like, ground it for people.

Nadine Bozeman:
Yeah. So I last. Was it last year? Yeah. Because I didn’t do one this year. So when I first got my storefront, I really wanted to use it as, like, a meeting place for, like, small business owners, for, like, women in the community. So early on, I got the Keys to my shop in 2020. And that’s when, like, pop ups were like, super popular. Now they’re kind of not, you know, which is sad. But so I would have a pop up event like two or three times a year. And that would be an opportunity to like, have some local vendors in there. Inv. Brides to come. Just like, you know, have the community know that, like, I exist. And then every event would have, like either a hot cocoa bar or we’d have some kind of snacks or any was just basically like me hosting, like a fun little dinner party. But it was at my shop and it wasn’t dinner, you know what I’m saying?

But it was like the same vibes, okay. And I wanted everybody who came to shop or sell as a vendor or, you know, come as a bride, like, to just feel like you’re at your best friend’s house, you know what I’m saying? So I did that early on. I hosted. This was when, like, Covid was like, in full throttle and there were no wedding shows. I think this is 2021. So I hosted a bridal boutique that was so fun in February or January of 2021. And we moved stuff out of the way in my shop. So there was like a lot of open space. I had five, like, wedding vendors who had like a makeup artist, a baker, a local wedding shop, a gal who made really cute, like, charcuterie cones, a photographer, and then there was somebody else. Anyway, we packed a lot in there. But then that was also the time where, like, you could only go into the store. Like, only a certain amount of people could go into a store at a time. So like, we had a line out the door. Like my husband was monitoring. Like, only 10 people could walk through at a time. Everyone had like a swag bag. All of the vendors had really cool, like, samples to hand out. And it was such a cool experience.

Oh, there was a hair vendor too. Okay. So anyway, so that was super fun. And it was like, hey, I’m really sorry that Covid is like interrupting your wedding season, so let’s do something super special for you. And I had brides who had already booked with me and then brides who hadn’t. But they were just so excited to, like, come to an event for them. We had like 75 attending couples, which was huge. For if, like, you knew the size of my shop, you’d be like, oh, okay. And like, for a small town, like, bridal event, like, that was awesome, you know, and it was like a three hour event. So that Was super fun. It was a really tangible way to get clients in the door and be like, this is what you’re going to experience. Because I’m the same, the same person who’s hosting this event is the same person who’s going to be hosting your alterations. So like this is the same feeling you’re gonna have. And then last year I had an open house for 2023 brides. I’m probably gonna do that again in 2026. No, I’m sorry, last year was 2024. So I didn’t do it this year, I’ll do it again next year. But I had a few wedding vendors come with little samples. Vendors who clients would book later on in their wedding planning process.

So they would come to me like, come to the shop. I had like cupcakes and snacks and hot tea and whatever. And they could ask me questions about alterations and budgeting and whatever. Again, this is for brides who have already pre booked with me or who hadn’t yet. But it was just like if you have alterations planned with me, like come to the shop and you know, figure out how to get to the parking lot and, and like figure out what the shop feels like, you know, to kind of like get the fears or the, the ne out and then meet some other wedding vendors if you need to check off the final things off your list or whatever. And that was super fun. It was like three hours long and it was packed. Like it was awesome. I had, I had a lot of women who booked with me already and they were just excited to meet me. And then I had a really good number of people who hadn’t booked with me, but they did after that event. So it’s like a real in person way to just showcase who you are and if, you know, I think too with social, so many bookings happening because of social media or because of, you know, a strong online presence which, you know, we’re always being told to make better and bigger and, and clearer.

But like, let’s not also forget that like in person stuff is so cool and it does not have to be a huge wedding expo like that you get lost in. You know, like you can be the one to just host a little event with like two or three other vendors, get something on the calendar and like just start promoting it and because those so few and far between, like potential clients are going to come because they’re going to get excited about that. You know what I mean?

Heidi Thompson:
Yeah, that’s a great idea. And I think it’s something most people haven’t thought about because their focus is so much on, you know, social media is always the beast we need to constantly be feeding. But yeah, that in person.

Nadine Bozeman:
Yeah, because you think like when I think about like when brides are telling me the stuff that they’re excited about with their vendors, it’s the in person stuff, like it’s going to their florist and picking out the flowers or oh, we get to meet, meet with our baker and do some cake testing or meet with our caterer. And like there’s so many things that you need to submit online to your, you know, like with your wedding planner. Like you have to submit your timeline preferences or your shot list for your photographer or like your music list for your dj. And that is a chore. Like that’s what I’m hearing is like those things are the chores or like, oh my gosh, putting together my table, whatever, what’s it called, the seating chart. But when they have like in person things to do, it feels like a celebration. Like it’s like an errand, you know, when you’re in the wedding planning season. But the in person things are so cool. And then you’re definitely there. Like your personality is like definitely on display. So if you feel like that’s a perk of your business, that in person events are great, if you’re like, actually I’m, I think I’m weird, then maybe stick to the, the online submissions or something. I do really like the way you.

Heidi Thompson:
Are thinking about setting expectations, assuaging fears. Like there are so many pent up anxieties that people have that you are crushing. Whether it’s through. Okay, here’s what to expect. Like on your website, here’s how it works, here’s what the process is like. Or you are showing it in an Instagram reel, or you’re talking through it or you’re having an in person event. You’re doing the same thing. You are communicating what the experience is going to be like and then you’re allowing them to imagine what it’s going to be like instead of being, I guess, kind of fearful of what’s coming. Because they don’t know what’s coming and they don’t know what to expect. And nobody likes that. That.

Nadine Bozeman:
Yes, yes, absolutely. So I used to teach middle school choir. I did that for 10 years before I got into like the wedding industry. And one thing that my administrator taught me early on is everybody likes to know how to plan. You know, he was telling me like I had to have my lesson plan on the Board at the beginning of every class. And I’m like, why? Like, I know my lesson plan. Like, but he’s like, your kids want to know. Like, middle schoolers are just, you know, little baby adults. You know, they want to know, like, what’s today going to be like? Like, what am I going to experience throughout the next 50 minutes? And then I was like, oh, that’s actually super smart. And, you know, when I started writing, like, the outline on the board, it was a different experience. Like, I felt more put together. The kids felt more put together. And that totally translates to so many things in life. Because your clients want to know, what is this going to be like? Like, we, you know, I know that you talk about this with your. With your students doing your coaching program. Like, we are so used to talking about the same things, like, every day. Like, okay, this is what your alterations.

Heidi Thompson:
Are going to be.

Nadine Bozeman:
Okay, how many times I have to tell you that? You know, this will happen on the first appointment, this will happen during the second appointment. This is what you can expect for your pickup appointment. But they don’t know. And so it is very scary. It’s like, wait, am I going to be naked in front of you? Like, wait, what? How? You know, like, lots of questions when it comes to alterations. So it’s like going overboard and over communicating, I think, is never a bad thing. And so I have. I used UPSADO for my, my CRM, which I love. And I have a few different workflows set up and within my, like, once a client books with me, they’re not just gonna get an email when it’s time to, like, get their first appointment on the calendar. Like, I’m sending out an email not monthly. It’s like every couple of months or every like, six weeks until their booking link is sent out. And it’s just like, hey, thinking about you. How are the wedding plans coming? Here’s a tip. You know, like, like, and so they feel like they’re like, taken care of. There’s just a flow of communication. They know they’re not being, like, forgotten about and they, they’re not like, angsty waiting just for the booking link. Because I don’t send my booking link out until like, four weeks before the wedding or four months before the wedding date. Because I, I need to really keep a, like an iron fist on my. On my calendar. So that over communication is awesome and it helps people just anticipate what the experience is going to be like and daydream about it instead of dreading it. And, like, having Anxiety about everything that could go wrong. Yeah.

Heidi Thompson:
And I mean, there are so many moving parts and so many things that can go wrong and that people have heard about going wrong. Like, anywhere you can address those fears and make people feel taken care of, make them aware of. Okay, here’s the next step. Even though we feel like, oh, we don’t need to communicate this, like, I think there is a very strong case to be made for over communicating because nobody is going to get mad that you are like, and here’s what to expect.

Nadine Bozeman:
Like, right.

Heidi Thompson:
Nobody likes to walk into something not knowing what to expect. Think about, like, anytime we do anything, we are looking at reviews. We’re looking at, oh, what is this place?

Nadine Bozeman:
Like, what are you.

Heidi Thompson:
What are the rooms at this hotel? Like, what is the layout? Are the beds comfortable? Like, we’re looking at everything.

Nadine Bozeman:
Yes. Oh, totally. Yeah. I’m getting ready to head out for a trip next week and that’s totally what I’ve been doing. Where do I want to eat? What’s on the menu? Like, hello. You know, like, that’s. That builds the anticipation. And again, I, when I said that, you know, by the time brides reach me, they’re at the point where they’re like complaining about other vendors because, yes, they’re like, done. And that is the number one complaint is like, I don’t know, they just, like, their communication has been really bad or like, they haven’t replied to me or like, I don’t know when they want this timeline, but like, they’re not getting back to me. Like, that is what is the cause of so much frustration. And we talk about this a lot in our Secrets of Bridal Seamstress membership is how to get ahead of those miscommunications or lack of communication. Because that, that seems to be the source of so many, like, rough client interactions. Like, if you go back to the source, it’s. This was misstated or misunderstood. And then it’s so hard to build that trust back or just get them like excited with you again once they already feel like the ball’s been dropped with them. You know what I mean?

Heidi Thompson:
Yeah. And I think too, like, from our perspective, it’s like, well, I communicated this when they booked.

Nadine Bozeman:
It’s like, yeah, that was, that was.

Heidi Thompson:
Like 12 months long time ago. They don’t.

Nadine Bozeman:
They’re probably reading a lot of stuff. Like, they’re probably so many contracts by that point.

Heidi Thompson:
Yeah. Oh, my God, this is awesome. I did not expect to go down the, like, experiential route with this. I didn’t expect to go down the setting expectations route, but I love hitting it all.

Nadine Bozeman:
We’re just, you know, getting a lot done in a short amount of time.

Heidi Thompson:
I love it. I love it. So it’s. So it’s not necessarily about, you know, the ingredients of your specific offer. It’s about the unique experience that you provide with it.

Nadine Bozeman:
Right, right.

Heidi Thompson:
Yes.

Nadine Bozeman:
Yeah, absolutely. Because you can have a price point that mirrors your local competition. You could have branding that looks very similar. You could have, like, the same packages, the same offers. You know, I mean, it’s so easy to, like, kind of copy and paste, which is so infuriating because it’s happened. You know what I mean?

Heidi Thompson:
Yeah.

Nadine Bozeman:
And it’s happened to me not so much locally, but with my Secrets of Riddle Seamstress, like with the online portion portion of my business. And. But what it comes down to is the experience is not going to be the same. So somebody can copy my, you know, my ideas or my offers or try to copy my offers or make their thing sound like my thing, but it’s not, because the experience is going to be so different. So it probably would be better for that person who’s trying to copy you to just take a beat and, like, hone in on who they are. And I bet they’d be so much more successful than trying to copy and paste. Isn’t that kind of, like, freeing? You know what I’m saying? It is.

Heidi Thompson:
And then your marketing becomes so much easier because it’s just, what are the different ways that I can communicate this experience?

Nadine Bozeman:
Yes. Yeah. And they can’t do that. Like, your competitors can’t copy who you are, and they cannot copy what it feels like to be with you or to work with you or what impact you have on people. They can’t copy that. And it took me a long time to, like, fully grasp that and have it, like, just change. Yeah. My thought patterns. Because it can get super frustrating, especially in a wedding industry or, you know, in a coaching industry, or that you feel like there’s kind of, like, over saturation and, oh, they’re just gonna copy me. Like, I literally just launched this two months ago, and now, like, she’s trying to do the same thing. Like, what the heck? Yeah. But it’s not you. And so it’s not gonna yield the same result. It’s not gonna yield the same experience. And how flattering that they think that you’re, like, super successful and so they want to do the same thing. I’m trying to, like, teach myself to think that way. You know, like, okay, it is flattery, but it’s. It’s simply just not the same experience. And instead of putting, okay, so my, like, new mantra is energy flows, where attention goes. I like that.

And, you know, would we put that attention on, like, who we see are, like, copycats or whatever? That’s where our energy is just gonna be, like, so life sucking. And we’re gonna think that our individual niche or who we are is not enough. But if you can think about the clients that you have served and that you’re drawing to you and that have been so happy and so satisfied and you loved working with them, you’re gonna be attracting more experiences like that. And the competitor who’s trying to copy you, they won’t, because their attention, like, their energy is flowing on their obsession with you. It’s just like, I don’t know if you’re into Taylor Swift, but actually romantic, like, look at me. I, like, never. I never have, like, pop culture references, but I feel like I had two this episode, so. Feel kind of cool. But, yeah, so that’s just a little. Little tip of the encouragement. If you’re like, I feel like I have a niche, but then I feel like my competitor wants my niche.

Heidi Thompson:
I love that.

Nadine Bozeman:
And.

Heidi Thompson:
And your attention is meant to be focused on that experience and communicating that experience and how that is going to be different. And I can see that in so many different ways. You know, I’ve seen photographers differentiate themselves by making their marketing about their clients that felt really awkward or feel really awkward when they’re being photographed and, like, how they deal with that and how they put them at ease in that experience, like, there’s so many different directions you can go with it, but if you focus on the experience of really, like, the problem that you solve all of the rest of the decisions in your business, like, what you’re talking about in your marketing, just. It’s done, right?

Nadine Bozeman:
Yeah, I love that. Yes.

Heidi Thompson:
Well, thank you so much for being on to talk about this.

Nadine Bozeman:
Oh, my pleasure.

Heidi Thompson:
Tell everybody where they can go to learn more from you to check out Secrets of a Bridal Seamstress. Tell us all about it.

Nadine Bozeman:
Yeah. So please check out the podcast we. We’re streaming on all of your favorite platform or podcast platforms. There’s a YouTube channel too, but we. I interview wedding pros or, like, wedding education industry pros and seamstresses. So it’s not just for seamstresses. We talk about a lot of things that apply to all business pros, like, you know, marketing and. And branding. And how to reach out to new clients and how to stay sane during busy season and all those things. So, I mean, don’t. Just don’t get thrown off by the name, okay? It’s for all wedding pros, not just seamstresses. Thank you, Graham. Secrets are vital. Seamstress on the AGI.

Heidi Thompson:
Love it. I will definitely link to that in the show notes. Thank you so much for being here. Yes.

Nadine Bozeman:
My pleasure. Thank you.