It also transcends borders, cultures and languages. Whether I speak in the US, Europe, Australia, Canada, Mexico and even India, I find that the business challenges are very similar. Weddings are different, but their business needs are not.

When I speak about marketing I often use the analogy of a relay race, where the baton is passed from one runner to the next. Only instead of runners, you have these steps:

Advertising/Marketing/Referrals/Social Media > your website > email/phone/text > you.

Your marketing is only as strong as its weakest link, where the “baton” is getting dropped the most.

Follow the bouncing baton

Your prospects find out about you through your advertising, marketing, referrals and/or social media. Their next likely step is your website. If they like what they see on your site they email you, text you, use your online availability checker or fill out your contact form. You then have a digital conversation with them (phone if you're lucky). If you do that well you get them to agree to have an appointment. If the appointment goes well you get the sale. At each of those points the baton is getting passed. At any, or all, of those points the baton can get dropped.

If your ad is not compelling or well designed, they won't go to your website. If they don't like your social media presence they'll move on. If they do get to your website, but aren't moved to take action, once again, the baton has been dropped. If they do like what they see on your site and contact you, but your email communication skills are weak, you don't get the appointment. If you do get the appointment but your sales skills are lacking, you don't get the sale. This is true even when they’re referred to you.

Conversion is the key