To be brutally honest, most other wedding professionals already have a blog, and are posting regularly. Unfortunately, because your potential clients don’t work in the wedding industry they probably don’t have the expertise to tell the difference between a cake or a bouquet that is good vs one that is GREAT. Most weddings look fairly similar to a newly engaged couple. Standing out means more than just posting a lot of pretty images.
Creating and maintaining a strong brand voice is the absolute key to standing out from the rest of the crowd. And for you solopreneurs, you have a major advantage since your business voice is your personal voice. You already know what you like, and hopefully you’ve chosen a brand look/feel that resembles your personality and attracts clients who also like what you like.
To simplify the terminology, “brand voice” means the personality that you can hear and see in your blog and website. You build that personality through storytelling
You already have the images that show the characters and setting of your story. Take for example a post from a photographers blog about a recent engagement session near a river. It may not initially mean much to a person coming to your blog for the first time. But if you tell the story in a few lines about how that was the river where the couple went on their first date, that’s captivating. Posting a real wedding on your blog is good for SEO, but create the story by adding a few lines about the small details that the couple shared with you; how the florist used the bride’s grandmother’s handkerchief on her bouquet, why the location was important to them or what it was like to have a ceremony in the rain. Those are the stories that make people come back to your blog and share the post with their friends and family.
Also, don’t be afraid to post personal stories on your blog. You don’t have to give TMI, but sharing a story about a weekend vacation, or what it’s like to work in weddings will help you connect with potential clients. When they are sifting through a list of planners or stationers and come across a blog post of you and your husband at a Red Sox game, they will not only feel like they know something about you, they may feel connected as a sports lover or fellow Bostonian. It only takes one personal connection for that client to book you over another photographer because they know you’ll get along.
We hear stories from vendors with robust blogs, about potential clients booking them so they could share their story on their blog. They had spent months reading other couples’ stories, and looked forward to being a part of the vendors blog and telling their own story to an audience.