It's no secret that the wedding industry has changed drastically in the last 10 years. Today's Internet savvy millennial bride is bombarded with tools, resources and information about planning her wedding. She's overwhelmed and doesn't have the time or patience to tolerate anything that can't add value to her planning experience. What she wants are quick and easy ways to sift through the endless information so she can find the hidden gems worth consideration and evaluate which are best for her. This applies both to her search for the right vendors as well as locating solid planning advice and inspiration. Read More

At least half of my clients want to know which is best, the "double opt-in" or "single opt-in" approach to getting subscribers on their website. This post aims to answer that.

If you've ever added a "sign up" form of any kind on your website, you know exactly what I mean by "double opt-in". However, if you're new to email marketing, you might need a quick crash course on what the heck a "double opt-in" is and why it's controversial. Read More

When I had first expanded my hobby jewelry business to include a bridal line, I figured that there would be a magic bullet out there that I could bank on to get me in front of more brides. You know, that one surefire tactic that I could implement to build buzz for my designs and reach more buyers. And you know what? I found it! Read More

Trying to break into a tight circle of close-knit wedding vendors? Or maybe you're new to the area or the industry at large and want to make a good first impression. Either way, there is a very easy, thoughtful, non-salesy way to get your peers to like you and pay attention to you...give them something they want. Read More

It can be the curse of running you're own wedding business. Some months the bookings are flowing in like crazy, other months you're left wondering whether you'll have enough to pay the mortgage. Still, being a bridal-preneur doesn't mean you have to struggle to make a good living. If that were the case, there wouldn't be so many wedding professionals that are absolutely thriving...no matter what the economic conditions. So the question then becomes, how can you become one of the prosperous ones? Read More

If you're like many of the new clients I work with feeling the strain of the recession, you might be feeling like your list of bridal leads is simply lagging. At the rate you're going, you may not have enough business to stay open or quit your part-time job so you can follow your dream. It's time to change the trajectory of your wedding business. Read More

I admit it. I'm getting a little tired of hearing all the experts talk about having a "sticky" website, while overlooking a FAR more critical element that truly helps you book more brides.

First, let's define "sticky." Having a sticky website means that its engaging, compelling and filled with enough juicy information to get a bride to "stick" around for a while after she arrives. This way, she'll stay long enough to take action and inquire with you. Unfortunately, in my humble opinion, this theory is a little flawed right out of the gate. Read More

I get this question a lot. I got it a couple weeks ago from a current client we're designing an ad for and last week from a wedding professional attending one of my wedding marketing classes. It seems a lot of bridal businesses are stumped as to whether this is a viable promotional strategy or not.

So you know what I do, when I'm just not sure if something is going to be worth it? I test it and track it. Read More

Every single website we build has one thing in common: a free offer. I work personally with my clients to develop an irresistible offer with a spicy title that will entice their website visitors to sign up to their list. After all, one of the top objectives of your website is to grow your list of hot leads. Read More

One of your website’s biggest jobs is growing your list of hot brides. But for this to happen, we need to make sure that nothing is preventing new visitors from opting in. In Part I of this series, we talked about how critical it is to make sure your sign up process works properly so that nothing is getting in the way of capturing leads consistently on your website. (If you didn’t get the self-audit checklist, go snatch it now).

This week, I want to talk about making your sign up process compelling enough to inspire brides to take action and opt into your list. Read More