Communication is key to a great client relationship. It’s so important that you understand what your clients’ needs are. It’s also equally important for you to be clear with your clients on the timelines for the services and products that you will be delivering. Nobody likes misunderstandings or unpleasant surprises. It is your job, as the business owner, to provide great customer communication that is clear, friendly, and effective.
Weddings and events are very personal and emotional celebrations. Your customers need to be able to enjoy their festivities, however, they also need to understand the process of doing business with you. Your pricing, turnaround times, and policies need to be articulated in a simple and friendly manner to keep expectations on track.
Keep in mind your client’s priority is THEM, not you, and rightly so. Often with all the feelings flying around when planning a wedding, specific details like custom wedding album cover options, album design turnaround times, and payment schedules can get a little foggy. It’s okay to continuously review all of these items throughout the client relationship. Let’s look at some examples of great customer communication.
Simplify the Details
When communicating the details of your contract, have a simplified version, or checklist, to highlight important items. This mini agreement can simply have initial boxes that focus on the most essential parts of the service and products provided. However, don’t list more than 8-10 things and keep it short and sweet.
Here is an example:
Some highlights of your contracted services and products are:
___ X Hours of Consecutive Coverage
___ X Days after your event you will get a link to your gallery
___The gallery will be available for downloading images for X days
___A 10x10 Premium Wedding Album with 50 Images
___Album Images must be selected by X
___Additional images can be added to the album at X
In the real world, people tend to blindly initial and sign. Prevent this by reading the document with your client in person. Do not forget to ask if they have any questions. Remind your clients that this is a great document to refer to if they need a quick reminder about items like timelines and what they should expect.
Too much vs Too Little
Any marketer can tell you that you have to expose customers to your marketing 7 times (or more) to get them to take action. Why not take this approach when creating content for great customer communication? Think, “the more the merrier,” when sharing information with your customers.
Are you only communicating when clients sign the contract and then two weeks prior to the event? If so, it would be a surprise if they remembered your name let alone how many images come in their professional wedding album.
If you are using studio management software like 17 Hats or ShootQ, you can set up scheduled emails to share info and update your couples on what the next steps are. Think 7 emails is too much? Think again – keep in mind that they may only read two and miss the rest.
Keep it Interesting
As mentioned, emails get missed, and people skim over messaging without retaining the details. To get attention spans focused on your message, why not try adding images and interactive copy to your email communications.
Here’s an example:
Subject: Guys, I just have to share this with you!
Image: Beautiful flush-mount wedding album
Title: “You’ll never believe how easy this is!” Jennifer & Kevin Thomas, married May 1, 2021
Copy: With so many images to choose from, how do you get started selecting images for your wedding album?
Button: Learn More – Include a link to their selection site or a webpage with simple, exciting instructions about timelines and due dates coming up.
If you have been on social media lately, you know that videos are the hot content. Videos can act as tutorials for finalizing design orders and highlighting product details. Add videos to social media or even a YouTube channel where you can easily share specific links. Videos are entertaining and educational. They are also excellent marketing pieces!
Video also has the ability to create authenticity, especially when featuring client reactions and product reveals. There’s a positive and contagious vibe when viewers see your clients enjoying their services. People are influenced to want the same experience and feel more confident that the processes will result in a great outcome! So next time you deliver a wedding album be sure to get your camera out for some good material for Instagram Reels!
Creating new content for communicating can be a small investment in your time. However, once you get all the assets in place they can be shared with ease multiple times. Helping your clients understand your services creates great relationships and future business. People refer to those who they know, like, and trust. Making great customer communication is an investment in your business.