The wedding business is a great one to be in.
There are always newly engaged couples looking for the right vendors at the right time and place, and for the right budget.
Whether you’re a photographer, an event planner, a dressmaker, a florist or a caterer, you can get tons of press for your business with just a few tactics.
And you’re in for a treat, 'cause I’m gonna tell you exactly what those tactics are.
#1 Let’s get visual.
The trick to getting featured in the bridal mags and websites of your dreams is to remember what you already know: journalists, just like brides and grooms, want to SEE your business. They’re on pinterest, instragram and wedding websites searching for something that inspires their own and their audiences' little pupils.
But there's one major difference: many editors and bloggers want stories about entire weddings, in which each aspect of that wedding (food, flowers, dress, venue, etc.) are all equally stunning with beautiful, high resolution images.
So first things first, make sure you're peas in a pod with other beautiful makers, and – if you're not a photographer – buddy-up with some great ones that you can refer your clients to, so you can maximize your chances of having pin- and magazine-worthy pictures.
#2 Research your heart out.
If they’re not already, make Pinterest, Instagram, wedding websites, and wedding magazines your new guilty pleasures. Spend at least 30 minutes each week reading or browsing these sites to get know your competitors, your influencers and future peas (partner vendors).
Not only will this keep your rolodex updated with other vendors that could beautifully accompany your work, it'll give you perspective on what types of businesses and weddings get the most media coverage and what story angles or descriptions they use.
#3 Get approval if you need it.
Once you’re reading blogs and magazines regularly, you’ll start to notice which outlets prefer which types of stories and need what information.
For example, some blogs and magazines, like A Practical Wedding, write two types of stories:
- Micro-wedding details (for instance '5 beautiful minimalist cake designs' or 'The funniest wedding invitations from 2017').
- Stories of 'real' couples and their entire wedding in which every vendor is given credit where it is due.
For story #1, you can pitch detailed photos of your cake design, invitations, catering, flowers, or the entire event design without the need for photos of the couple.
But for story #2, you'll want photos that reflect the entire wedding and its vendors, including those of the couples. This is important to keep in mind when asking your couple if they are OK with sharing photographs of their wedding with blogs and magazines and/or making requests from photographers (or, for photographers, responding requests for photos).
Now – some blogs like to interview wedding couples or at the very least receive a description of the wedding or how they met. Other media outlets are fine with the description you provide them. Make sure you know what journalists might need before you pitch them so that you can have everything ready (including approval from the couple and/or other vendors as needed). This is SUPER IMPORTANT! You don't want to pitch a journalist, get approval for a story, and then take a week to get back to them. You also don't want to offer something to them that you don't have. That's a sure way to get on their bad side.
#4 Pitch bloggers and journalists.
Lucky for you, wedding blogs and magazines are always on the lookout for new stories. And once they know they can count on you for concise emails, great photos, timely responses, and touching stories (the whole package), they'll be rushing to open your emails every time.
It's important that you start off your press relationship on the right foot, so I've created a handy checklist and proven fill-in-the-blank pitch email template to help you create pitches that win.
It has the information you need to create pitches like a media pro, get on journalists' good side, and create lasting relationships with the press.
But the most important nugget of knowledge I can share with you is to help journalists do their job. It's crucial that your pitches come from a place of respect, admiration and helpfulness rather than self-interest. The last thing journalists want is a long email from someone who doesn't respect their time, hasn't read any of their work, and hasn't considered what kind of story would most interest that journalist.
Journalists are people (like us!) who want to get ahead in their careers. They have tight deadlines and a lot of writing to do, and they need people like you sending them stories they can use. So before you send any pitches, ask yourself – is my pitch going to help? Is my email coming from a place of fear (ie. desperation for coverage, fear of rejection) or love (sincerely wanting to help this journalist get a great story)?
Then download my free checklist and email template for pitches that win and follow my proven techniques to get press coverage wedding-after-wedding.
There's more where that came from.