The key to a successful business is loving what you do and attracting enough of your ideal clients to take your business where you want it to go. In order to do that, you need to know exactly who your ideal client is. You also need to know what you love and don’t love about your business.
Once you know what you want out of your business and who you want to work with, you need to niche your business as tightly as possible. Once you do that, you’ll become irresistible to the couples you most want to work with. Most planners don’t drill down to a defined niche, either out of confusion or fear of losing business. Small is the new big and if you want to stand out in your market, you must have a unique niche. Click To Tweet
Weddings are your field. Wedding planning is your profession and engaged couples are your market. Your niche should be a combination of your ideal client’s attributes along with your talents, gifts and preferences. If you do what you love and are naturally good at, no one can successfully copy you. Click To Tweet
Many planners market themselves generically, out of fear of losing business. You can’t be all things to all people. Does your website copy which sounds something like this?
“Our passion is working with couples like you to make your wedding dreams come true.”
While it may be true, it’s just another way of saying what every other wedding planner on the internet is saying. I’m not pointing fingers here, because my copy used to say pretty much the same thing. (Actually it may have said the exact same thing, which could be why these words came so easily to me!)
Compare that copy to the following, which was written to appeal to my ideal client at the time – a 30+ year-old professional couple who wanted an elegant traditional wedding, but whose main concern was getting down the aisle on time with their sanity intact and their career on track.
“If you’re a couple struggling with a busy career and unpredictable schedule, we can take the worry and stress out of wedding planning while we make your day perfect for you.”
After I revamped my website to speak to my ideal client, most couples who booked me were convinced they needed me before they even met me. I closed more couples who I enjoyed working with and they were willing to pay more because I solved their specific problem!
The tighter you niche your market, the more you'll appeal to your ideal client. Click To TweetYes, you may turn off couples who don’t resonate with the way you promote yourself, but you’ll become irresistible to your ideal clients.
How Can You Determine Your Niche?
Analyze your past weddings to find a pattern of the following
- What part(s) of wedding planning makes your heart sing?
- What part(s) of wedding planning would you just as soon not do?
- Do you prefer barns or ballrooms?
- Do you connect better with traditional or hipster couples?
- What do your favorite clients/weddings have in common?
How Do You Appeal to Your Ideal Client?
Once you determine the clients/weddings you enjoyed the most, send them a survey which includes the following questions:
- Why did you want to hire a planner, rather than go it alone?
- What influenced you to want to work with me, as opposed to other planners?
- What benefits did you think you’d get with me, as opposed to working with someone else?
- What stands out in your mind as a benefit of having me as your planner?
Incorporate your ideal clients' words into your website and sales copy. Click To Tweet I had more than one person use the exact same words to describe me. Apparently, I’m “professional, yet personable” and I “have a calming presence.” Those aren’t traits I would ever have thought to feature. However, since my ideal clients thought they were important enough to mention, you can bet your bottom dollar that I included them in my website copy.
In case you’re wondering what happened to my business after I surveyed my ideal clients and used their words in my copy, the results were a-ma-zing! I started attracting more clients I enjoyed working with. Better yet, they became easier to book, because they already knew they wanted me before they contacted me.
Have you already determined your niche? If so, share it in the comments section below. And, of course, share this post if you found it helpful.