The Wedding Marketing Fix No One Talks About

Transcript: The Wedding Marketing Fix No One Talks About

Heidi Thompson:

Visibility isn’t your problem, and more content won’t fix it.

Hey there, my friend. Welcome to the podcast. I’m your host, Heidi Thompson, and I’m here to help you book more weddings with couples you love. And I’m going to say something that’s going to sound wrong. You don’t have a visibility problem. You don’t need to be more visible. Now, I know how that sounds. You look at people with giant followings and think, well, of course they’re booked. Everyone knows about them. And here I am with my thousand followers shouting into the void.

I have watched that exact belief. Keep good wedding pros stuck for years. Chasing reach that they don’t even need.

They just think they need it. The couples who want you aren’t missing you because they’ve never heard of you or because they’ve never seen you. They’re missing you because when they do find you, they can’t tell if you’re the one. Let me show you the thing I see constantly.

I know wedding pros with 600 followers on Instagram, booked a year out.

And I know pros with 50,000 followers running specials and sweating how they’re going to pay their mortgage. The same industry, completely opposite results.

And the one with fewer followers is the one eating well. So tell me again how the problem is visibility.

The myth is I just need more people to see me. If more eyeballs equaled more bookings, the biggest accounts in the wedding industry would have the easiest time filling their calendars They don What a big account actually gives you is a large audience many of whom don care Because being seen is not being chosen. Right now, there are hundreds of people who have seen you. They’ve seen your Instagram, they’ve landed on your website, they’ve walked past your booth at a wedding show.

the only number that matters is how many of them thought to themselves, this is the person for my wedding. For most wedding pros, that number is tiny.

And they respond by trying to get in front of even more people when the fix is making sure that the ones already looking can actually tell that you’re the right fit. Here’s what’s actually happening on your website. A couple Googles wedding florists near me. They land on your homepage. It’s gorgeous. You have beautiful photos, a heartfelt paragraph about how passionate you are. And they still can’t really tell if you’re more modern or traditional, more luxury or accessible. if you specialize in big, lavish weddings or something small and intimate, or why you’re actually different from the florist three blocks over.

So, because they’re overwhelmed, and you’re not making this decision easy, they close the tab, and they move on to the next one. Did you lose that couple because they didn’t see you? No. They saw you. You lost them because they saw you and they couldn’t figure out if you were the right call. Now flip it. Same couple, same homepage, except the first thing they read is, I work with couples who want bold, modern, and a little unexpected. If you want your florals to make people stop mid-conversation and stare, we’re going to get along. If you’re after safe and classic, I am lovingly not your girl. The couple who wants bold and reads that goes, oh my god, yes, finally, I can’t wait to book this person. The couple who wanted safe closes the tab. And that’s perfect, because you didn want them fighting you on every design decision anyway So you end up with fewer eyeballs but way more bookings That is the trade that no one tells you to make So sit with this More content more marketing more visibility does not fix an unclear message Neither do ads or directories or a bigger audience or posting seven days a week.

You can have the most consistent beautiful feet in the industry but if people still can’t tell who you’re for and what makes you different all you’ve built is a louder version of the same confusion i want you to get so specific about your person it almost feels uncomfortable Not couples getting married, couples in a particular budget range, but couples who want a specific vibe, couples who share values that you actually hold, couples who have a particular problem that you are set up to solve. And then look at everything, your website, your Instagram feed, your about page, that first email you send after an inquiry and answer one question. Would the right person know in five seconds that this is for them specifically? If the answer is no, that’s your work. Not more posting. Saying less, clearer. Here’s what that looks like when it’s done right. Reverend Mercy Ibarra is a bilingual interspiritual minister in LA and member of the wedding business collective.

She got crystal clear on exactly who she serves. Latino couples who are spiritual but not religious, they’re usually first generation, and they want to honor their family’s Catholic traditions but not have a whole Catholic ceremony. So she rebuilt her entire message around those people. Now her ideal clients email her, repeating her own marketing back to her, almost word for word. They don’t line her up against three other officiants and compare and look for the cheapest price. They read her page and go, yep, that’s her.

That’s the one. There’s somebody for everybody. And you’re not for everybody. You find your people and they find you And this is absolutely the ethos that Mercy has embraced She didn’t get louder. She got clearer. And the right couples started coming to her already sold, not worried about price.

This is the whole spine of the Book More Wedding Summit. And it’s the part of marketing that most people miss. Track two is all about standing out, getting so clear on who you are and what you do that the right couples can spot you from a mile away. Track three is about getting found, making sure you’re showing up where those people actually look because once the message is right, the visibility you already have starts converting. But visibility alone isn’t enough.

so do this before next week open your website or your Instagram and read it like a total stranger can you tell quickly. I’m talking five seconds or less who this business is for and what makes them different or do you have to work for it we do not want to make people work we don’t want to make people think because guess what? They won’t. They will just move on to the next person. And if that stung a little, that is your sign that you should be at the Book More Wedding Summit. It is happening August 17th through the 21st. You can grab your free ticket at bookmoreweddingsummit.com or you can comment the word summit on any of my Instagram posts and I will send it over to you. Getting the message right changes everything downstream.

It makes attracting the right people so much easier. It makes booking clients so much easier.

It makes ghosting and price shopping disappear. It kind of fixes everything. And then with what you learn from the other experts at the summit, you will be able to take immediate action and start attracting and booking the right people for you. So go grab your free ticket at bookmoreweddingsummit.com and I will see you there.