Why Every Wedding Planner Should Have a Blog–and You Should Too!

2009 wedding When your customers have an important need, they need to know the kind of company you are and why they can trust you

I recently had the pleasure of speaking to a combined group of wedding planners from Southwest Florida, the Wedding and Party Planners of Naples and the local National Association of Wedding Planners chapter. 

As I was preparing for the talk, the importance of content marketing in general–and of blogging in particular–really hit home.

Because a wedding is so important in so many ways to women of every age and circumstance, each bride needs to feel absolutely confident that it will come off as perfectly as humanly possible.

The current Sprint commercial that imagines a world in which weddings are run by movie crews captures this feeling beautifully.

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You have the young bride for whom unexpected rain threatens to ruin the day.  Of course, because it’s just like a movie,  the crew can stop the rain on command.  Happily, too, you have the appearance of the stunt groom at exactly the right moment who replaces the actual nervous wreck of a husband to be. I’m pretty sure that every former bride and every current wedding planner can relate to this 30 second story of a parallel wedding universe.

Wedding planners may not be able to pull off those kinds of miracles, but I’m sure they often come pretty close. And, that’s what your future customer need to believe about you and your company. A blog can make that happen.

As a wedding planner or as any small business, here’s how your blog can make all the difference in driving more business your way:

  • Your prospects are looking for exactly the right solution to an incredibly important problem they are facing right now.  Your blog illustrates the breadth and depth of your knowledge and understanding of their situation.  And, it offers you the opportunity to illustrate a variety of solutions you have provided to people in very similar circumstances. 
  • You need to stand out from the pack of providers whose services may look very much like yours to the casual observer.  Your blog posts can illustrate how different you are, how unique your solutions can be, and why you are the most obvious choice for one particular bride at this particular moment.
  • You need to engender trust in a future bride who is counting on you to make her wedding day perfect.  The content of your blog will illustrate the kind of person you are, the kind of company you run, the successes you have had, and the stories of weddings that you managed to perfection. This is powerful because the future bride is voluntarily coming to your blog to absorb information about you.  You are not shouting out to a big universe of possible future customers but talking to one receptive customer at a time.
  • Great visual images will strengthen your appeal in handling an important day which is very, very visual.  Because blogging software such as WordPress or TypePad makes it easy to include lots and lots of images and even videos, it becomes completely natural for the future bride to imagine results as wonderful as your mages portray.

As a wedding planner you really need a blog to position yourself as the one individual or company that can provide the perfect solution that will create a perfect day for the perfect bride . 

Even if you are not a wedding planner, your customers still have problems that need solving.  On any given day those problems may loom as large as getting rid of the rain or eliminating the bridegroom’s case of last-minute nerves. 

Your blog gives you the opportunity to show exactly how well you understand your customer’s problems and how well-positioned you are to solve them.

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  1. Posted June 26, 2009 at 8:33 am | Permalink

    This post is great, you nailed it. Business is all about gaining trust, especially for women that are getting married! They need to be assured that they are making the right decision and any evidence you can prove indicating that you are the right decision can help win them over. Blogging also offers the opportunity for a business to rise to the top as a thought leader in their industry.

  2. Posted June 26, 2009 at 2:19 pm | Permalink

    You are so very right with your information. So many people are afraid to show the “real” person. A blog is a way to create a level of trust and understanding. Great post!

  3. Posted July 1, 2009 at 3:56 pm | Permalink

    Newt: This is such an interesting(and right-on) example! I have noticed that wedding planners who find a niche(destination-based weddings, hobby-themed weddings etc) seem to be more successful – similarly finding a blog niche is very important for long term success.
    Thanx again for such a refreshing post.