Get brides at the tarting stage.


Brides are fickle. To start with. They don’t know what they want, who they want (supplier wise not partner wise!). They are confused by Pinterest everyday…changing the theme, the colour, the style, the…well everything!

So you need to catch them early whilst they are in this “tarting around” mode (i.e. the stage where they will sign up to everything and anything if it is free and to do with weddings!!).

Because after the excitement of PLANNING THE BIGGEST DAY OF THEIR LIVES passes, the overwhelm kicks in. And they get scared. They get more protective. They stop giving their email address. They stop going to wedding fairs. Because they are confused. They have a break from the search and then, they start making decisions – so you need to be there when they are making those decisions so they choose you.

How do you do this? 3 simple steps:

#1 You get in front of them

#2 You offer them something for nothing

#3 You send them emails every few weeks


Simple you say, Emma! Yeah, whatever!


Let me walk you through each step.

#1 You get in front of them

#1 To get in front of brides you need to be visible and you need to be visible in the places that they are going to be. Think about your ideal bride, the bride you want to build your business around, where does she hang out? Is she on Facebook, Instagram, Twitter, Pinterest? Take a look at the visibility tool here so you can see where is the best place for you to spend your time.

#2 You offer something for nothing

#2 Once they have found you, you need to offer something for nothing – a little freebie, a bride present. This is sometimes referred to as an opt-in or a bribe but I like to think of it as a little gift you give your brides for them giving you their email address. Now, this is not a physical thing. It is an online, downloadable thing that you email them.  Something like a wedding planner, a checklist, a how to, a fun poster, a wedding sign – something that your brides would want.

#3 You send them emails every few weeks

#3 Once you have their email address, you send them regular newsletters. THIS is what will get you the bookings. THIS is what will get a bride to click that book now button. Why? Well let’s take a walk in the shoes of your bride for a moment. When your bride gave you her email address, she was in the “tarting” stage – she was free and easy with her email address – this was likely to be when she first got engaged. Let’s say that was 12 months ago. She will have forgotten about you UNLESS you have been popping up in her inbox with good quality content that she wants to read, with a brand that is strong and attractive and with a clear and obvious link back to what you do and how you can help her have her perfect wedding.

Newsletters are the best way* of building the know, like and trust factor with your brides and a bride has to feel at least one of these before she will book you.

Yes, you do need to know how to do them and you have to use a software for this – I recommend MailChimp because it is free and it is awesome. You cannot send build emails using your email address – this is bad for a whole host of reasons – never ever do that.


Take action

So the take away from this post really is to say, you need to get brides early and then build the know, like and trust up with them and then they will enquire with you, book you, buy from you (see post here).


*The other good way is blogging but that is a topic for another day!

Emma Etheridge

Emma is The Wedding Biz Coach. Working with wedding professionals all over the world to help them grow their wedding businesses. She teaches more than just the what and the why. She teaches the how. She teaches the invisible aspects of running a business, of being an entrepreneur. Her approachable nature and easy to learn style means that once scary strategies become non-scary. They become do-able, achievable. Nothing is impossible.


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