Picture this: a woman in love with a man she wants to spend the rest of her life with has just said 'YES!' to his proposal, and now finds herself in a flurry of wedding preparation. Every bit of her time is spent daydreaming and poring over bridal magazines, searching for the perfect venue, the perfect cake, the perfect color palette, and so on.
But nothing is quite so important to her as finding the perfect dress. She may have been dreaming up the confection she'll walk down that aisle in since she was a little girl, or maybe she has no idea what exactly she's looking for. Either way, she knows that when she puts that dress on and sees herself in it for the first time, she'll just know - THIS is the perfect dress for her; the perfect fit.
Finding the perfect fit clients to work with is just as important for you! I know many wedding planners, especially those just starting out or struggling to really scale their businesses, may feel like they can't afford to be picky about the opportunities that come their way. But trust me, there is so much to be said for knowing exactly what kind of bride you will best serve and how to position and market yourself so those dream clients will find you and fall in love!
Here are a few tips to help you figure out exactly who your perfect fit clients are, and how to make sure you're creating a business that connects you with those clients.
1. Know who you are and what you're about
Getting clear on who your perfect fit, dream clients are begins with you really understanding who you are and what you're all about. Get out a piece of paper and answer the following questions:
- Why did I become a wedding planner?
- What do I love about planning weddings?
- What are some of my favorite memories of working with past clients?
- How do I feel when working with my perfect fit client?
- How much do I believe my services are worth?
Answering these questions will give you a good starting point for building a brand and business that truly reflect you and the kind of client that is the perfect fit for you.
2. Visualize your perfect fit client
Now that you've gained some clarity into who you are and what you're about, it's time to answer some questions about who your perfect fit client is. Answering the following questions will help you visualize who exactly it is that you really want to be working with.
- How old are they?
- Where do they live?
- What is their personal style?
- What kind of personality do they have?
- Where do they hang out?
- What kind of family do they have?
- How long have they been with their fiancé?
- What is important to them?
- What is their wedding style?
- What are the most important things to them about their wedding?
- What is their wedding planning personality?
Feel free to add any additional thoughts or answers to other questions that come to mind as you're visualizing who your perfect fit client is. These questions are just a framework to help you really hone in on what kind of clients you're looking for.
3. Allow your perfect fit client to evolve
I know when I started out as a planner I would have said my ideal customer was a bride with a $100,000 budget.....uh wrong! I have learned over the years this is not the case for my business. With every wedding, I learn something new and that ideal, perfect fit client gets more specific!
Just like the fit of our clothing, or our tastes and preferences change over time, so will your perfect fit client evolve as you and your business evolve. Don't be afraid of this - instead, embrace it!
Every so often, take some time to re-visualize who exactly your perfect fit client is, based on the wealth of experience you've gained to this point in your business. Taking time to reflect on past experience is the best way to clearly define the direction you want to move forward in.
4. Make it easy for your perfect fit client to find you
Not only do I love working with a "soul mate" bride, but I love for them to feel the same. One of the best ways to ensure you're making these kinds of perfect fit client connections is by building a strong visual brand.
Your brand provides instant visual communication to your potential clients about who you are, what you do and who you serve. Everything from your logo, to your brand colors, to your headshots, to your website, to your social media, to your business cards and even your signature in your email correspondence plays a part in communicating who exactly you serve.
You want to have a website that answers these questions clearly, through compelling, relatable copy and tons of images that represent your brand and showcase your favorite past weddings.
By doing this myself, I've had many brides get that warm, fuzzy feeling and know right off the bat that we were meant to work together!
5. Give value and always put your best foot forward
Customer experience is everything in this industry. From the moment potential clients are introduced to you, whether in person, through your website, social media or word of mouth, you are communicating something to them - whether you know it or not!
Make sure that you're putting your best foot forward by creating value everywhere you are. Whether it's going the extra mile with existing clients so they will bubble over with nothing but nice things to say about you (ahem, referrals!) or creating resourceful content on your website for brides in the process of DIY wedding planning. Think of ways to consistently create and give value wherever you go.
Oftentimes one of the hallmarks of a thriving, successful business is seeing the fruit of perfect fit client pairings. Have you experienced working with a perfect fit client before? I'd love to hear about your experience, and how you're setting up your business to continue making connections with those perfect fit clients.