Have you heard the saying “The riches are in the niches”? That’s an updated way of saying “Jack of all trades, master of none” for entrepreneurs.
The way that this applies to wedding professionals is, rather than trying to be the go-to for everyone, you should fine-tune who your ideal couple is, and be a master of their type of wedding. You want to know the vendors and venues that will suit your couple best, source the items that match them and fine-tune your business offerings to align with your couple’s needs. If you try to please everyone, you are just providing a watered-down, general, dare I say basic, version of what is available. By specializing in a particular segment of the wedding industry and really niching down to a specific type of couple, you will be able to hone in on those types of weddings a truly be an expert, and therefore, legitimately charge expert prices.
Here are some of the benefits of niching down (or becoming highly specialized):
- Marketing gets easier and more impactful when you are only speaking to one specific type of couple
- You will get more referrals because friends and colleagues know specifically who you help
- Social Media will be easier and more effective because you won’t be watering down your personal style to attract everyone
- You will be way happier in your business because you will only be working on the type of weddings that excite your soul!
We’ve written countless articles about niching down and specializing on the WPIC Blog for wedding professionals, check them out and learn how to create your Ideal Client Persona to help you streamline your processes, Social Media, offerings, and business.
by Danielle Andrews, President, and Co-founder, of The Wedding Planners Institute of Canada Inc.