Today’s Guest Post is written by Kristie Lorette McCauley is a former certified wedding planner. She’s now The Wedding Planner Copywriter.
You work so hard to pull brides and grooms to your site. You finally get them to land on your services or packages’ page an then…nothing.
Here’s the thing, you have to create a need or desire for them to work with you, for them to pick one of your service offerings or packages.
If you miss the mark, they’re either asleep or gone-zo.
Here are five ways you can create more desirable service descriptions.
#1 Evoke an Emotion
Pick the emotion you want. It can be almost any emotion you can think of…as long as it pertains to the service description that you’re writing.
I would say that for wedding pros, the emotion you’re trying to evoke is love or fear (but, it can also be stress, confusion, or overwhelm). The emotion you should try to evoke is the one that pertains to your niche or dreamiest of dream couples.
Here is a snippet of a description that evokes an emotion: “I crafted this wedding just for you, so you can show up at your wedding and be the amazing person you are without having to worry about all of the details. You are worthy of love and happiness and of all the amazing things your future life has to offer you both…”
#2 Tell a Powerful Story
You have a story to tell that is unique to you and your biz. Use it. Tell it. Weave your backstory into your service descriptions and why it makes you the wedding pro they should hire.
“After being the sidekick wedding planner for my husband’s photography business for the last 15 years (Yes, I was giving away my wedding services to my husband’s clients for free 15 years), I’m now putting my ideas, creativity, and talent to work for my own clients – my own wedding couples.”
#3 Charm Them
Think about the lifestyle that your dream clients either have or want to live. Use the words they would use and the feelings they have about living this dream lifestyle.
Have you ever read the J. Peterman catalog?
Man, the descriptions in this catalog can charm your socks off. The clients that buy from J. Peterman want to possess uncommon and worldly goods because they want to feel as if they are worldly (just because they own these products.)
This is exactly how you want your dream clients to feel when they read your descriptions. If you have access to a Trader Joe’s catalog, the same thing applies. Read the descriptions in these two catalogs (or online for J. Peterman). You’re going to find yourself inspired to write your own charming descriptions.
#4 Create a Scenario
Set the scene for the couple. Each couple has a vision in their head of how they want their wedding to unfold. Create that scene in your service descriptions.
Check this out: “Elope with Me. Ever think of just running away together?
I mean really let your inner voice of planning a church wedding go, punch the gas to drive Thelma & Louise style to Vegas? Eloping should be like that.
Grab your fiancé. Grab a group of family and friends, if you want (it can be scary by yourself).”
If they are thinking of eloping, this pulls them over the edge. If they weren’t thinking of eloping, they are now.
#5 Hit a Nerve
Maybe it is a holiday cheery nerve or a relaxing, breezy nerve. Whatever nerve it is you want to strike, pick it and then go for the jugular.
So, instead of saying, “Book a wedding planner to take care of all of your wedding planning needs on the big island.”
Say, “You hear the waves crashing. You feel the tickle of the ocean as it touches your toes…just for a brief moment. You can feel the warm and cozy sun on your face. You’re holding a ring in one hand and the hand of the love of your life in the other hand.
You’re getting married tropical style and stress free…all because you planned ahead and hired the Hawaiian Wedding Planner to take care of all of the details for you.”
Which do you think is going to strike a nerve? (I’m telling you, it’s the second one.)
So, here is what I urge you to do now…
Pick a service from your repertoire. Write a bangin’ description that makes your dream couples DROOL.
Make it as long or as short as you want (and need) to get your point across. MORE IMPORTANTLY, make it delicious. Then rinse and repeat on each of your service or package descriptions.
Kristie Lorette McCauley is the Copywriter for Wedding Planners, offering do-it-for-you + DIY copy solutions for wedding planners to book calendars solid. Check out Kristie’s Write Sweet Spot Copy Home Course for 8x the info she shared in this article.