Category: Marketing

At our wedding vendor networking event last night, a great question was put to our presenter, the new owner of a bridal salon. She’s been running the salon for the past 12 months and the question was about discovering what she thought her biggest challenge in the upcoming year was maybe going to be.

Among her many answers, she spoke about the idea of trying to please everyone and how impossible that can be to do. Focus on YOUR business she said.

While those ideas can go in many directions and to varying degrees of depth, it reminded me of a decision I made a few years ago. That was to change my business name and focus on what I really wanted to do.

Prior to being known as Special Request Weddings, I was Special Request Disc Jockey & Imaging (how about that for a mouthful?!). I then decided, after much thought and discussion with others, that I was going to rename and brand myself as one that specialized in weddings. Thus, Special Request Weddings was born.

Shortly after the name change took place, I recall being at a local Canadian Disc Jockey Association meeting and handing out my new cards. One of the CDJA members looked at it and exclaimed, “Well now people will think you only do weddings!” Yes, I replied, that’s the point.

I remember the individual being very taken aback by this. No one around the region that I knew of had ever specialized in one segment of the services that an average mobile DJ does. Instead, many “specialized” in weddings, birthdays, anniversaries, christmas parties, school dances, grad, etc (all at the same time). I’m not entirely sure that this needs to be pointed out here, but according to dictionary.com, to specialize is defined as: “to train in or devote oneself to a particular area of study, occupation, or activity”. If you decide to specialize, honouring the generally accepted meaning of the word “specialist” in your message will carry a lot more weight in your marketing.

People seek our specialists everyday. If you seek to specialize, you’ll be rewarded for doing so.

Even though an optometrist is a doctor, my guess is you wouldn’t go to him to have your tooth pulled. But what if that doctor specialized in everything, would that change your mind?

~ DT

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This isn’t exactly playing “hard to get”. The delicate balance, if you can find it, is that setting up specific guidelines for working with you, can lead to increased desire on the part of prospective clients to hire your services. You’re sending a message that people need to do certain things in order to have the pleasure of working with you.

One of my policies, is that I won’t share my price with a prospective client until I know they’ve got all of the information they need to properly make the right decision for themselves (which isn’t always to hire me). If I was to provide price first and allow a prospective client to make up their mind before they had enough information of what my service is about, then I’ve just done them a great dis-service (see Seth Godin’s post here for more info on this). The most effective way for me to provide them with that information, is to meet them in person. Face to face is my greatest method of communication.

I know many DJs insist on a meeting (consultation) ahead of sharing their price if they get the chance. I don’t leave that to chance. I require a face to face meeting with prospective clients before I’ll take them on.

Hiring my services is actually more work for wedding couples then if they would have simply hired the average DJ from down the street. That would in fact, be far easier for them. I’m not looking for couples who just want it easy.

The request, to have them to follow the path you’ve found to work best for your and your clients, needs to be carefully framed of course. This post isn’t about how to do that, but I will briefly provide an example from a recent interaction.

The following is from an email I sent off a few days ago. We’ve spoken once on the phone already, this was her reply, with mine following it. Will I let this prospective go if they aren’t available to meet me by one of the two methods I’ve suggested? Absolutely.

“Hi Dave,

I’m so sorry it’s taken me so long to get back to you! Unfortunately my fiancee and I are both back in Winnipeg for the school year, is there anyway to tell me about your rates and services via e-mail??

Thanks so much, BRIDE”

My reply to her:

“Hey BRIDE,

Thanks so much for getting back to me.  Really appreciate it!  We do need to meet, even if it’s just on Skype.  As odd as it sounds, I won’t actually consider taking on clients until we’ve had a chance to meet.  🙂  Just part of what I do.

Would you be available any evening to Skype?  Another option would also be that I’ll actually be in Winnipeg on Saturday, September 21st for a wedding that I’m working with.  I’ll be staying overnight in the city and could possibly meet with you the Sunday morning before I leave.  I’m awaiting confirmation on one other possible appointment that morning, but would that work for you?

Let me know, thanks BRIDE!  :-)”

This isn’t exactly playing “hard to get”. The delicate balance, if you can find it, is that setting up specific guidelines for working with you, can lead to increased desire on the part of prospective clients to hire your services. You’re sending a message that people need to do certain things in order to have the pleasure of working with you.

Written as originally posted to the CPDJA online Facebook group on September 11, 2013.