Hey there, CEO!

Today’s topic? Defining who you serve so can attract the best. Now, before you tune out thinking, “Brandee, I’ve heard this a million times,” hang tight. This exercise is different. We’re going way beyond the surface to understand your ideal client at their core.

Welcome to the Wedding Pro CEO podcast. I’m your host, Brandee Gaar, and this is the podcast blog we do for each episode of the podcast to help you grow and scale your profitable wedding business.

Today, we’re giving you another sneak peek into the Wedding Pro CEO Accelerator program and what we teach to help wedding pros double and even triple their revenue.

This deeper understanding has the ability to transform how you market your business, align with networking partners, and craft your website and copy.

What is Marketing?

First things first: what is marketing? Marketing is the activity or business of promoting and selling products or services, including market research and advertising.

Marketing encompasses everything from social media to networking, your website, and more. Understanding who you serve is the foundation of effective marketing. It’s crucial to define your ideal client to make your messaging resonate and attract the right customers.

“Defining your ideal client isn’t just about age or interests; it’s about understanding their deeper needs. This clarity transforms your marketing, networking, and sales.” – Brandee Gaar

Why Knowing Your Ideal Client is Crucial

You might think, “I can plan any wedding” or “I can DJ any event,” therefore those are my clients! [anyone needing those services] But that’s not the complete path to successfully defining who you serve.

Being broad and vague makes it harder to grow your brand. Instead, the more specific you are, the easier it will be to attract clients who value what you offer.

For example, my company offers event management, partial planning, and full planning services. But all our packages are tailored for a luxury client who values their time and is willing to invest in quality service.

To attract our clients we wouldn’t post about DIY wedding tips or budget-friendly hacks because that’s not our client. Our marketing focuses on saving time, reducing stress, and creating unforgettable memories.

The Importance of Specificity

Think about your services. Are you a DJ who excels at getting the dance floor packed? Or perhaps you’re an incredible MC who engages the crowd like no one else.

Knowing what makes your wedding business unique and special helps you market-to and attract clients who are looking for exactly that.

By being specific, you turn off the wrong clients and attract those who will appreciate your unique strengths.

The Power of Consistent Messaging

Consistency in your messaging is a high priority. Whether through your social media, website, or networking, make sure you are always speaking to your ideal client.

This way, by the time they contact you, they already feel like you understand them. They’ve seen your work, read your testimonials, and are ready to book you without hesitation.

Turning Away the Wrong Clients

It might feel counterintuitive, but it’s okay to turn away clients who aren’t the right fit.

This initial discomfort will pay off in the long run. Working with clients who don’t align with your values or expectations can be more trouble than it’s worth.

Focus on those who resonate with your brand and who you can serve best.

Embrace the Niche

“The riches are in the niches.” You’ve heard it a million times because it’s true.

When I started my coaching business, I wanted to help every small business owner. But I soon realized that my passion and expertise lay in helping wedding pros.

Once I narrowed my focus, my business grew. Speaking directly to wedding business owners using industry-specific language made all the difference.

Crafting Your Marketing Materials

Your website, social media, and all marketing materials should reflect the specific needs and desires of your ideal client.

Use language and imagery that resonates with them. For example, if you’re targeting high-end brides, your content should emphasize luxury, legacy, and exceptional service.

Real-Life Examples

One of my favorite examples is Bethel Nathan, an officiant who charges significantly more than her competition. She’s booked out because her marketing speaks directly to her ideal client.

By being specific about who she serves and what she offers, she attracts clients who are willing to pay a premium for her services.

Check her episode of the Wedding Pro CEO Podcast on episode 165: https://brandeegaar.com/165

Overcoming Comparison

It’s easy to look at other businesses on social media and feel like they’re more successful.

Remember, social media is a highlight reel. Focus on your service and your client’s pain points. If someone’s advice or business model doesn’t align with your goals, keep scrolling.

Define Your Ideal Client

Take some time to really think about who your ideal client is.

What are their pain points?

What do they value?

How can you serve them better than anyone else?

Reflect on your marketing materials and ensure they align with this ideal client.

Before We Go

I hope this episode blog has given you a deeper understanding of the importance of defining your ideal client.

Marinate on these ideas and apply them to your business.

For more insights, listen to episode 165 of the Wedding Pro CEO podcast with Bethel Nathan, where we dive deeper into these concepts.

“Authenticity in your marketing attracts the right clients and turns away the ones who aren’t a good fit, saving you time and effort.” – Brandee Gaar

Follow the Wedding Pro CEO podcast for more insights and start transforming your wedding business today!

Thank you so much for being here, and I can’t wait to continue this journey with you.

Ready to Build Your Profitable Business?

Join the Wedding Pro CEO Accelerator: A 6-month program for established wedding pros who are ready to ditch the overwhelm, create consistent profit, build their dream team and confidently grow their revenue to $100k/year and beyond.