This is a great place to address any false beliefs or secondary concerns your couples may have. Look back at the list of common concerns you wrote down during Exercise 4.
Here's a great place to address their second or third biggest concern. For example, photographers often hear couples say they're awkward in front of the camera. How do you solve that problem?
What kind of experience do
you want your couples to have?
SEE EXERCISE 14 & USE COMMON WORDS TO DESCRIBE WHAT YOU PROVIDE
Gentle Guidance - Referencing the above concern, explain how you guide them with prompts.
Natural Approach - Perhaps you can explain how your documentary style naturally solves the problem.
Personal Connection - Or maybe you share how you work to establish a relationship with them.
Share your solution(s)
Encourage them that they've found someone who understands what they're feeling, what they want, and has the skills and expertise to provide it.
Share more about what they can expect from you
Share the process of
working together
Let them in on what they can expect after the wedding day is complete.
STEP 3
Share something unique or interesting about how you work at their wedding.
STEP 2
Share something they may not know about the process before the big day.
STEP 1
-KATY + SAM
This can be a longer testimonial that they may have found on the Home or About pages. In general, testimonials can be longer the further into the site and further down the page the potential buyer is reading.
"Insert another over-the-moon testimonial from a dream client, which helps potential clients see the value of your process."
Introduce your key services
IT'S FINALLY TIME TO SELL
HIGHLIGHT YOUR
MOST SOUGHT-AFTER
FEATURE
See Exercise 15. Here you want to share both a featured product or service and the benefit it ultimately has for the reader. How does your product or service help the reader get their wish? Why does it really matter? How does it make their wedding day even better?
Write out your features in the order they're most requested. This will capture your readers' attention and keep them reading down the page. Also, be sure to describe your features using the same words your buyers use to describe them.
Followed by a statement highlighting another key benefit
LIST ANOTHER feature
Write each section starting with an action verb as we've done here. Doing so makes the reader feel like they're being spoken to directly and will help to keep their attention longer. Replicate this section as many times as needed to highlight your top features, hiding buttons on every section except the final one.
Until you've addressed all of the key features
DUPLICATE THIS SECTION
Consider listing them toward the bottom of the page. Use the same feature-benefit model we taught you above. And if you need to see examples of feature-benefit statements, check out Exercise 15 of the workbook.
If you have special or add-on services, this is the perfect spot
DON'T FORGET TO UPSELl
Do you create custom packages for each client? Do they need to send you a quick note to receive pricing? Or do you have three simple price points that you're ready to share now? Regardless, wait to present your pricing until you get to the bottom of this page. And when you do share it, don't make it big or bold. Just write it in the same color and font as the rest of this section.
End with a question that challenges them to take action. Example: What are you waiting for?
This is where you explain what & how you charge
OTHERWISE
get in touch
Not every buyer type will make it this far down the page. But if they do, we want to give them an easy way to connect.
Let them know how excited you are to hear from them
