How many people see your ad or go to your website and then immediately say “I want to book, where do I send the money?” Probably never. Why do your marketing materials exist? If you think that they are designed to take the prospective customer all the way to the close of the sale, you are mistaken. They really serve a different purpose.

How detailed should you make your website and marketing materials?

Your website and marketing materials exist only as a means of enticing the engaged couple to contact you. When writing your ad copy, you don’t need to tell them everything about you upfront. In fact, you don’t want to. If you provide too much information, the prospective customer will feel they have everything they need and will have no reason to contact you. Getting that contact is the only goal of your advertising, so leave some questions unanswered. Your wedding marketing materials should entice the couple to ask for more, without telling them everything they might possibly need to know.

Is the sales process about you? NO!

The sales process is not about you, it’s about her! The couple doesn’t really care about your company, they care about her wedding. So why does our advertising have WE, WE, WE all over it? We do this, we have that, we’re the greatest. Eliminate the word we from your advertising and replace it with the word you. Focus your message on the customer, not on your company. Focus on what you will do for them and how you will do it better than anyone else.

Marc McIntosh is the producer of the Wedding Experience, the leading wedding shows in the Washington, Baltimore, and Richmond markets. The Wedding Experience provides the opportunity to promote your business through face-to-face contact with a large audience of motivated buyers. For information, call 703-425-1127, email or visit