I love marketing, particularly Internet marketing, but I’ll be the first to tell you that when it comes to marketing to brides word-of-mouth is the most powerful marketing there is.
Nothing comes even remotely close.
Word-of-mouth marketing is really a form of “social proof.”
Social proof is a psychological phenomenon where people conform to the actions of others, largely because they assume that those actions reflect behavior that leads to their own desired outcome.
Social proof also acts to subconsciously reduce the risk associated with move-forward and ultimately a buying decision.
In other words, “follow the crowd” and you’re less likely to make a mistake.
Optimizing a social proof strategy should be high on your list of things-to-do and will produce a very good ROE (return on effort).
When executed properly, it will help you close more sales more easily and ultimately book more weddings each year.
TAKEAWAY: Review how effectively you are using social proof across all of your marketing channels and assets.
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Chris Jaeger produces Book More Weddings and writes the BOOK MORE WEDDINGS NEWSLETTER (weekly). He is the Founder and Director of the INTERNATIONAL ASSOCIATION OF WEDDING INDUSTRY PROFESSIONALS (IAWIP) and a wedding industry marketing veteran with more than 20 years of experience marketing to brides and grooms.