Video: Make Your Emails Work Better – Wedding Business Marketing
Are you using your emails to their fullest potential? Watch this video to learn how an email can make or break your marketing plan!
Video Transcription:
Let’s talk about one-to-one emails. Those exchanges between you and a prospective customer where you answer their questions and try to convince them to do business with you. Before a couple buys your product or service, they want a personal connection with you. They are only going to buy your product or service if they like you, if they trust you, and if they feel comfortable with you. You’re asking the engaged couple to trust you with one of the most important days of their lives. You are asking them to spend hundreds or thousands of dollars with you. Email is one of the least personal of all communication methods. So, do you see the disconnect? Convincing a prospective customer to select you over everyone else usually requires something more personal than just an email. Now if they tell you they prefer to do everything by email, then, by all means, abide by their wishes, but email communication at this point in the process should be viewed almost as a last resort. Most wedding professionals have a much higher closing rate if they can get a couple to meet with them face-to-face. Do whatever you can to get an in-person meeting or talk to them on the phone. Your results will be much better.
When you do use email, here are some tips:
- Respond promptly. They’re talking to your competitors at the same time. When you don’t get right back to them, that signals indifference.
- You should mirror their writing style. If their emails to you are very short, your responses should also be short. But if they’re writing in detail, your responses should also be written in detail.
- Keep notes. Anything that they tell you about them or their wedding. You can drop those into your emails so that your emails sound personalized.
- Definitely check for typos and grammatical errors.
- You should always include a call to action. This call to action can be “Make an appointment” “Schedule a tasting” “Take advantage of our offer.”
- Always end your email with a question. It keeps the dialogue going.
- Do you want to know the number one reason why most emails sent by wedding professionals to engaged couples don’t perform very well? It’s because they’re bad. They’re really, really bad. Here’s an example, an actual email I saw recently. I only changed the name.
“Hi, I’m John Smith from John Smith Photography and I have a great deal for you. Our wedding packages include two photographers, eight hours of coverage, unlimited photos, an online gallery, all editing and post-production links to download, all high-res files, copyrights to all photos. The price for this package is $2,950, only half of this is due with contract and the rest is not due until the week of the wedding. We accept all major credit cards. If you wish to discuss further please let me know, my website and link to reviews are below. As of now, your date is still available. Thanks.”
You have just asked her to marry you before you’ve even had a first date. They don’t know you; they don’t know if they need your stuff, you don’t know if they need your stuff, but your email just jumps right into, “Buy my stuff!” No one makes a purchase of hundreds or thousands of dollars as a result of a single email from someone they’ve never heard of, especially if it’s a bad email. Is it any surprise that these emails don’t work very well, if at all?
Have you ever read books, seen videos, or heard podcasts from Gary Vaynerchuck? If not, you need to check him out. Gary V talks about the concept of the jab, jab, jab, the right hook just like boxing. You give your prospects something else, then you give them something else before you go in for the sale. What can you give them? A free report, an invitation to an open house, some sort of special offer. Once you’ve softened them up, once you’ve jabbed them, jabbed them, jabbed them, then they like you, they trust you, then you go in for the sale.
