“Be the officiant they choose.” What does this mean? All couples? Ramifications of that are…
Not efficient Not enjoyable Generic messaging Rarely stand out
Generic processes Marketing ROI is lower
Likely burnout
“Be the officiant they choose when looking for someone like you.�
Three groups of couples: 1) Looking for what you do & your style 2) Not sure what they are looking for 3) Looking for not what you do
1) Looking for what you do & your style Focus on them!
2) Not sure what they are looking for With your messaging, help them narrow down what they are looking for and then figure out if they should reach out to you.
3) Looking for not what you do Help them move on!
Ă Your leads are prequalified and the best leads possible Ideal Couples
Focusing on Ideal Couples Not only: Genuine à more enjoyment
Also: Cyclical, creating more bookings with less effort
Ideal Couples
Love what you did (because you were what they were looking for) àTell others and write great reviews using messaging that your future ideal couples are looking for àMore qualified inquiries & bookings of ideal clients àAnd so on and so on
Do you likely share that ideal client with other local officiants? Yes! Therefore, how do you stand out? Beyond price. P.S. “Colleagues” not Competitors/Enemies à
Be the officiant they choose when looking for someone like you.
Ideal Couple Cycle: how do we start it and then maintain it and grow it?
• Marketing/Messaging • Pre-Booking Customer Experience • Post-Booking Customer Experience • Day of Customer Experience • Afterward Customer Experience
Marketing and Messaging
Marketing / Messaging
1) Read Reviews 2) Survey Couples Is what they are saying = what you think you do? 3) Note things asked/said in meetings “Fun, personal, meaningful, non-traditional�
Marketing / Messaging
Their words (hopes, desires, favorite parts) should be part of your messaging! Pictures – what fit you best • Online Listings • Website • Social Media • Wedding Shows
P.S. Don’t Become a Has Been
Marketing / Messaging
Want them to pre-qualify you!
ØBest Leads ØLess wasted time/effort ØMore fun and satisfaction
Marketing / Messaging
P.S. Don’t forget about errors – spelling and grammar
Details matter and are noticed!
Pre-Booking Customer Experience
Pre-Booking Customer Experience
Reply: • Speed • Thoroughness • Genuine (not Generic) w/ Personality • Method – use how they inquired
Pre-Booking Customer Experience
Meeting: • Method – in-person, virtual, call? – Need comfort with technology [Has Been!] • Mix of personal (relationship/trust) and process (benefits for them) • Positive not Negative (ideas & vendors)
Pre-Booking Customer Experience
Meeting continued: • Incorporate FAQs & comments/desires • Set expectations regarding process/timing à By booking you, they are agreeing to
those expectations!
Pre-Booking Customer Experience
Booking: • Contracts and Payments –Need comfort with technology [Has Been!]
• Set expectations and be clear about next steps
Pre-Booking Customer Experience
Track: Leads vs Bookings à Marketing Time/Effort/$ Didn’t choose you à Ask why or who
Post-Booking Customer Experience
Post-Booking Customer Experience
Expectations: Re-affirm them immediately – in writing – regarding process/timing
Deliver on them! P.S. Also thank them for choosing you – and express excitement for celebrating them!
Post-Booking Customer Experience
Customer Experience that matches their expectations Repeat it consistently!
Post-Booking Customer Experience
Have flexibility Be understanding Remember: not just you on their plates!
Follow-up and confirmation
Post-Booking Customer Experience
Be helpful & set yourself apart: Vendor Needs Other Details like License Final reminders – all on same page Play well with others
“Day Of” Customer Experience
“Day Of” Customer Experience
Don’t be late (x100!) Don’t forget things Back-up plan for ceremony verbiage Go bag or box of needs (grows over time!) Remember: Your mood translates (and is obvious too)
Afterward Customer Experience
Afterward Customer Experience
Follow-up:
• Congratulations • Personal Touch
• Next Steps • Ceremony/Vows
Get reviews – ask then re-ask (use opportunities that arise) Keep in touch – anniversary email!
Additional Keys to Ideal Couple Cycle
Additional Keys
Don’t get complacent • Relationships • Couples’ Needs • Process/Technology • Reviews • Website • Online Listings Avoid becoming a Has Been!
Additional Keys
Focus on what you can control… • • • •
Customer Experience Relationships Process/Technology Quality/Professionalism
• Website • Online Listings • Content Creation
Avoid becoming a Has Been!
Additional Keys
NOT on what you can’t control • Couples’ Needs • “Competition” • Friends and Family Officiants • Algorithms Avoid becoming a Has Been!
Keep In Touch! Can I Help? Bethel Nathan Elevate by Bethel – business coach Ceremonies by Bethel – officiant open to all www.elevatebybethel.com www.ceremoniesbybethel.com Instagram & Twitter: @bethelnathan Facebook: @elevatebybethel and @ceremoniesbybethel