In the scarce amount of information available for those interested in the wedding planning industry, almost all will tell you how important it is for you to define your niche. I’ll admit – I had absolutely NO idea what they were talking about. My niche? You mean, planning weddings? It should be obvious.
But it isn’t. Think of how many people get married in any given year. It’s a lot. That means there’s enough work for all of us – we just have to figure out what types of weddings we want to do. Defining your niche can be intimidating and confusing, I’ll admit. There is one, singular question to ask yourself, however, that will help you figure out what your place in this industry is.
[Tweet “Who is your ideal client?”]
Who is your ideal client?
That’s it, really. Is your ideal client a DIY bride who loves handmade details and is involved in every aspect of the planning process? Does your ideal client have a budget of $20,000? Or $200,000? Are they getting married in a hotel ballroom, or a vineyard in wine country?
By asking yourself who your ideal client is, you’re helping to define what your niche is. And once you define that, you can brand yourself in a way that attracts your ideal clients to you.
How do I do this? It’s in my description.
We are an event boutique specializing in the full service production and creation of memories that are delightfully, and charmingly, you.
Let’s break it down, shall we?
My ideal client has a budget of $75,000 to $125,000. They are higher-end, style centric brides and grooms that love the details. Their weddings are destination, as Santa Barbara usually is, and want to create an experience that is both engaging and intimate for their guests. They value the design, as it is a reflection of who they are and a celebration of their love. My ideal clients are part of the event process, but they trust me to bring their vision to life.
So that’s my ideal client. But now the question is – how do I attract my ideal client?
Let’s go back to my “niche” statement, if you will.
We are an event boutique…
This first section is straightforward – it describes who I am and what I do. I choose to use the word boutique because of its connotation. As an adjective, it is thought of
…Specializing in the full service production and creation…
If you can – spell it out! You don’t want ambiguity when it comes to your brand and niche statement. I specialize in the full service production and creation of weddings. I don’t plan weddings, and I don’t coordinate them. I CREATE them. Weddings are a production that I produce, from the ground up. This is what I specialize in, and it’s what I’m good at. It’s what I know, and my ideal client values that in me.
…of memories that are delightfully, and charmingly, you!
It’s sad to me that the value of a wedding is measured on its pin-worthy details. I don’t want to plan an event that I’ve seen a thousand times before. I want to create memories that you will look back on with fondness and love! The details are representative of my clients and their love.
My niche is defined by this description, by the things I post on my blog and website, and the weddings and events that I include in my portfolio. My brand is influenced by my ideal client – by what they want to see, and how they see their narrative fitting . I offer them what they are looking for, even if they don’t realize it.
So, that’s my niche. Now, how about yours?