In a discussion or interview with a bride, she will most likely ask you "What makes you unique?" or "Why should I hire you instead of another wedding planner?" Saying you are detail-oriented and will give her a "magical day" will not be enough, brides have complained that most wedding planners say these very things.
You need to take some time to assess your abilities and services and know how you are going to answer this question, even before a bride asks.
To help you with your assessment, here are 5 ways you may be unique:
1) Your experience
It's not just years of experience that counts, it's also the type of experience that you have had. For example if you've spent a few years working as an event designer for an event planning firm, interned with a florist who does the high-end weddings in your area, worked as a bridal consultant in a bridal boutique, traveled extensively and are doing destination weddings, or coordinated all of the weddings for your place of worship. Or, maybe you were in management and have experience negotiating contracts and leading teams. These are all experiences that may be unique to you and can be of benefit to the brides in your niche.
2) Your education
Not everyone has taken the time and invested the money to get an event or wedding planning certification from a reputable association or institution, so if you have, let potential clients know this. Or, if you have completed a program in floral design, hospitality and catering, or interior or fashion design, you have valuable knowledge and unique skills that are helpful to brides.
3) Your connections
Brides covet the names of high-quality vendors, which is why you need to develop a wide network. You don't want to give specific vendor information out before a bride is your client, but you can market the fact that you have good relationships with vendors, have access to fabulous venues and can negotiate good rates with them, if these things are true for you.
4) Your services
If you offer services that other planners may not, for example, if you created services that you know brides in your niche need that no one else offers. Or, if you plan weddings that follow a particular tradition or culture that is important to the brides in your niche, these services would make you stand out among other planners.
5) Your customer service
If you give your brides full access to you via phone, text or email. If you create customized checklists for them, if you offer them a personal assistant on their wedding day, anything you do that goes above and beyond what is expected and that other wedding planners don't offer, are unique benefits.
Once you have a list of your unique qualities and how they benefit brides, don't wait until a bride asks you about them, incorporate the information in your website, blog and other marketing efforts.
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