Marketing Ideas for Wedding Professionals...From a Wedding Professional!!!


So ABC’s 20/20 gets it wrong…now what?

So I just finished watching the 20/20 program “Wedding Confidential” and have a couple thoughts.  Here’s a link to the video if you haven’t seen it yet:

Yesterday I woke up to some upset emails and posts in various wedding vendor forums about the unfair and one-sided coverage of the wedding industry.  Sure, they got it wrong…really wrong.  I don’t think you’ll find a better group of people then many of the wedding industry vendors I know.  Yes, they’re in this to make a profit…it’s how they pay their bills, feed their kids, and live their lives…but that doesn’t mean they’re out to take advantage.  More importantly, these people care about their brides.  They give so much of their time and energy to ensure that a wedding is as perfect as possible.  They are artists.  They are magicians.  They are mediators, peace keepers, story tellers, memory preservers, and so much more.  ABC got it wrong by characterizing them as charlatans…out to make a buck at the expense of an emotionally fragile bride…although we all know that many of these brides are anything but fragile and they know their stuff and can stand up for themselves.  Putting aside the poor coverage and the negative light they cast over the industry and weddings/marriage in general, nothing has really changed.

No matter what, our job is to be so good at what we do (and effectively communicate just how good we are of course) that people will pay us to do what we do.  In the book Thou Shall Prosper: Ten Commandments for Making Money, Rabi Daniel Lapin talks about how money is just a “certificate of appreciation” for service we render to others.  This is value…providing something that someone deems worthy of their money.  So, despite what ABC says, if we do right by people and excel in creating a product or providing a service that our brides need, we’ll be ok.

Now weddings are hard.  Brides are emotional and can require a lot of our time.  They change their mind.  They get upset.  They worry.  They get overwhelmed.  And we, as vendors, jump right in and help them get through it all.  We get one shot at doing our job right or risk ruining their big day…no pressure!  All this talk about paying more for a wedding is silly…WEDDINGS SHOULD COST MORE!  The impact of our work, the risk we take, the work we do, and the time we spend are all greater than anything else we do which justifies any cost differential between weddings and other work.

I’ll tell you what…if a bride sees this show and corners you about being unfair, offer to give her deposit back…her reaction to this will tell you all you need to know about what she values.  In my experience, it always works out.

Did you see the show?  What did you think?  Feel free to respond below.

Featured Image by .reid

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