Distinguish your business

distinguish your businessEarlier this week, I took part in an all-day meeting/workshop of business owners. There were presentations, discussions and lots of ideas. One had to pay attention because the pace was fast and furious. You never knew when the big idea (for you) would jump up. You didn’t want to miss it.

The topic often turned to Marketing, in one fashion or another. My friend Jorge Lopez, was moderating, and almost out-of-hand said (paraphrasing), “In order to succeed in selling, you have to be first, best or different.” This was an in-your-face reminder, stated succinctly.

You are either first or you’re not. Being best is something to strive for, but it can be hard to define and somewhat subjective. Being clearly different in one or more aspects of your business is what keeps you from being a commodity, and makes customers seek you out.

Andy Ebon
The Wedding Marketing Authority
The Wedding Marketing Blog

Wedding Marketing Pop Quiz

Wedding Marketing Pop Quiz

How much money did you spend last year, ‘per wedding booked?’

If you don’t know it, off the top of your head, you need just two statistics to compute it.

  1. The total number of dollars spent, specifically, on wedding marketing.
  2. The total number of wedding events, booked.

Just divide item 1 by item 2, and the result is the wedding marketing dollars spent for each booking.

Is it lower than you expected, higher, or about what you thought? Now that you know the number, how are you going to use the information? We’ll have some ideas. Check back.

Andy Ebon - signature

 

 

Andy Ebon
The Wedding Marketing Authority
The Wedding Marketing Blog

Word choice does matter

word choice
Tom Hopkins

Many years ago, I attended a series of sales seminars from Tom Hopkins. In both his seminars and books, Hopkins emphasized the impact of softening a prospect’s sales anxiety by using particular verbiage.

Using word choice alternates, such as agreement or paperwork, instead of contract. Likewise, autograph instead of signature; or initial investment, instead of deposit.

Whenever one is working with a prospect, inexperienced in unusually large decisions, softening the language you use is important in gaining trust and closing the sale.

Andy Ebon - wedding marketing expert

Andy Ebon
Wedding Marketing Authority
The Wedding Marketing Blog