If more price shoppers than value buyers end up in front of you, the miscommunication is likely to stem from your marketing message, your letter to your avatar. And because the greatest chance of someone forming an opinion of you is via your website, start there to get to the root of the problem.
If price shoppers are attracted to you, it's because you are 'inadvertently' appealing to them. And if you are appealing to price shoppers, you are turning off the discerning couples you really want to book; a horrible Catch-22 cycle.
The way to attract and book your ideal client is found in the clarity of your message. So how do you gain clarity?
If we are to begin with the end in mind, there is no better starting place than this quote by Albert Einstein:
"We cannot solve our problems with the SAME thinking we used when we created them."
So what THINKING did you use when you inadvertently started appealing to price shoppers?
Well, if you made the same mistakes I used to, here's the top 3:
1. Failure to niche.
2. Promoting a failing self-made or low budget website.
3. Attempts to book every bride.
You'll turn it around and attract couple's with higher budgets, by changing your message, this is how you'll change your results.
And you'll achieve this by completing your growth assignment: here's the link
Using the results gained from the growth assignment
, put your bride and groom's innermost needs at the CENTER of your wedding business, then rebuild your signature wedding experience around it.
The key is to promote the desired outcome your ideal couple wants and position your company as the only way to get it.
In short, the tighter you match your wedding experience to your clients' innermost desires while dispelling their fears, the easier you'll get booked.
In next weeks post (part 2) I will teach you a winning formula to get the right eyeballs on your wedding business, see you then…