Wedding copy that is just…no

Do you ever read something that sounds blah?

Do you ever see something that looks meh?

How do they make you feel? I'm going to guess they make you feel nothing. Do you remember them? Absolutely not.

If something was written without feeling or a photo was taken and displayed without emotion, guess what? No emotion is translated to the audience. And that is a huge mistake when it comes to writing emotive wedding copy.

Here are some examples of wedding website copy which I hate

Ok, maybe hate is a little strong. Let’s say I hugely dislike, because as a wedding copywriter, language which is dryer than the Sahara desert makes me a little uncomfortable. If you want to avoid these common mistakes when it comes to writing wedding copy for the luxury market, take a look at the examples below.

‘Wedding photography for stylish couples’

I mean, could this header sound any more vanilla if it tried? You are trying to say you are for stylish couples but this statement lacks any style, distinct flair, personality or depth. Just no.

‘Elegant, timeless, romantic’

There is nothing I hate more than seeing a string of overused words grouped together for a header. What does it mean? There is no context, it is lazy copywriting and it’s not going to connect with anyone. It’s a no from me.

‘Are you looking for a wedding planner who can put you at ease?’

This statement bugs me because as a high-end wedding planner, that should be the bare basics of what you are doing. It’s the same as me saying are you looking for a copywriter that can spell. You need to go beyond these surface-level beginner statements and get to the crux of what you can really bring to the table.

‘Relaxed documentary wedding photography’

Every photographer and their dog is saying they offer relaxed, documentary-style wedding photography. We need more, what are you looking for when you observe through your lens, what are the feelings you’re evoking? What fuels you, what inspires you? This is a no from me.

(If you have this because you have a dedicated landing page to focus on this keyword for SEO, I’m not talking to you. If you think this is your USP I am talking to you.)

Don’t be afraid to stand out.

Say what you feel.

Say what you believe, not what you think others want to hear.

Go deep, to the depths of your soul as a wedding business owner, because that’s the reason you’re doing what you’re doing. That’s the reason you wake up and go at it again even when you really don’t want to.

When you speak the truth and from the heart, that’s when the real magic happens.

NOT when you’re writing boring, dreary copy which you think people want to hear.

News flash, they don’t want to read the same statements 20 times from different vendors.

They’re looking for someone with an edge, a spark, someone who stands out and speaks to their soul.

You are a creative mastermind

Most of the luxury wedding business owners I work with are creative masterminds, you have a talent that I could only ever dream of having. Yet your wedding marketing portrays you as a bland, dry and cliche amateur. That's a disaster!
The next time you go to write something or post a picture. I want you to ask yourself, is this truly what I feel, is this a genuine reflection of what drives me as a business owner.

If it's not, don't post it.
Stop dampening your shine for fear of what others will say about you. It's what's holding you back and keeping you in the middle market trap.
The moment you decide to FULLY be yourself and understand how to communicate that greatness to the world, is the day you go from blah to brilliant.

Want to build a distinctive, brand in the luxury wedding market but unsure the steps you need to take?

Book a consultation below and find out how I can help. My services include luxury wedding business coaching, branding, copywriting and SEO.