If you’re wondering why couples pay more for ‘luxury’ wedding businesses, whatever that word really means. Here is a clear explanation to guide you through the key differences so you can easily tell the difference between an average wedding business and a superior one.

WEBSITE COPY

A LUXURY WEDDING BUSINESS - The copy is clear and concise yet highly emotive. It focuses on storytelling and taps into the deepest desires and aspirations of the affluent couples it intends to target.

A REGULAR WEDDING BUSINESS - The copy is very factual and is simply there to convey important information about the products or services. There is no emotion and if there is, it can sometimes sound a little confusing (or cheesy) because the owner has tried to write it themselves.

BRAND DESIGN

A LUXURY WEDDING BUSINESS -

Emits an elegant, calm, confidence.

Simplicity in design with a select few solid colours.
Correct use of negative space.
Fonts that are perfectly balanced kerned, spaced, everything.
They don’t scream luxury. They’re subtle, sophisticated, and well-crafted. It lets the crisp design speak for itself.

A REGULAR WEDDING BUSINESS -

The spacing isn’t perfect.

The fonts don’t hold their own and have more angles, curves and colours. Sometimes with shadows and gradients.
Their branding is a little too busy making it look too ‘try hard’.
They use lots bright contrasting colours.

WEDDING WEBSITE

A LUXURY WEDDING BUSINESS -

Has a clear value proposition which is stated at the top of the page.

They have a clear brand identity which can be grasped as soon as you land on the website.
They use a lot of white space.
Their niche and UVP is subtly reinforced throughout every page on the website.
They use professional imagery which is clear and inspirational.

A REGULAR WEDDING BUSINESS -

Sounds like other websites in their industry, so it’s not immediately obvious what makes them different.

There is no clear brand identity which makes them easily forgettable.
It looks a little busy or cluttered.
Some images are low quality and not professionally taken.

WEDDING SOCIAL MEDIA

A LUXURY WEDDING BUSINESS -

They use luxury signals to show affluent couples that they are from the same world e.g. a stately home in the background, images of the most expensive champagne.

Their feed looks undeniably beautiful, it’s cohesive and consistent to enhance its visual appeal.
The people in the feed are a clear reflection of the people they want to work with.
They have lifestyle images to convey the lifestyle which is associated with their wedding brand.

A REGULAR WEDDING BUSINESS -

They post any image even if it doesn’t fit with the style and look of their feed.

They post photos with un-luxury signals such as a field, a small barn, an old-fashioned tablescape etc.
Their is no clear brand identity present when you click on their profile.
They do not stand out from the crowd.
Their images do not reflect the types of couples they want to work with and it can look a little confusing.

WEDDING NICHE

A LUXURY WEDDING BUSINESS -

Has honed their craft as a specialist in a certain area.

They are not a jack of all trades and because of that, affluent couples want to pay a premium for their exceptional skills.
They know how to clearly communicate their area of extremely niche expertise on their social platforms and website. Because of this, they have carved a name for themselves in the luxury wedding industry.
Their branding and copy clearly reflects their niche.

A REGULAR WEDDING BUSINESS -

They offer wedding services for anyone and everyone.

They don’t want to pigeonhole themselves into one area and as a result they are not distinguishable.
Their branding and copy is generic because they are not clear on what makes them special or different.
People who enquire are always price hunting, comparing them to the cheapest vendors because there is no reason to pay a premium for them.

SELLING TACTICS

A LUXURY WEDDING BUSINESS -

Knows how to sell the dream to their ideal couples.

They follow a proven sales process to ensure their conversion rates are at 90% and above.
They value the importance of getting in front of ideal clients so they can sell their value, rather than just sending a brochure with pricing in.
They understand the value of following up.
They know that to sell at a premium price point it requires premium selling skills.

A REGULAR WEDDING BUSINESS -

They ‘wing it’ when they get on client calls.

They don’t follow a sales process and as a result, they get ghosted a lot of the time.
They send pricing brochures because they don’t have time to go on video calls.
They don’t follow up because that feels too desperate.
They believe people should be luxury to work with them and that selling is for businesses who are desperate.

THE MINDSET

A LUXURY WEDDING BUSINESS -

Knows that becoming a leader in the luxury space is hard work, if it were easy everyone would be rich and successful.

Knows that to make money they have to spend money.
Is happy to outsource work to professionals who can do it 10x better than them.
Values marketing above most other things. They know that bad marketing is one of the top reasons most businesses fail.
Stays committed to the ‘boring tasks’ that drives results and doesn’t get distracted by the newest shiniest thing.

A REGULAR WEDDING BUSINESS -

Thinks there is a magic course which will take them to 6 figures a year within just 90 days.

Wants people to spend a lot of money on them but isn’t willing to invest any money on their business.
Tries to do everything themselves which leaves them feeling burnt out along with outcomes which are undesirable.
Doesn’t see the importance of marketing thinks it’s a one time job they can do then forget about.
Gets bored by tasks easily, and hops onto the next trend in the hopes of that quick success they’re dreaming of.

IS YOUR BUSINESS LUXURIOUS OR AVERAGE? OR ARE YOU STRUGGLING TO ATTRACT AND CONVERT HIGH-PAYING COUPLES?

Book your marketing and messaging masterclass where we’ll have an in-depth 1:1 session where I will analyse your current marketing strategy.

We’ll go through a checklist and at the end you’ll have an in-depth step-by-step plan of the things you need to change to start reaching those financial goals in your wedding business.
At just £120 it’s a no-brainer.
The link is here, click and book today.

Here’s what my most recent client had to say after her marketing and messaging masterclass.

“This lady is the best at what she does.” @the.wedding.nanny