By Mitch Taylor:
I don’t know about you but at the age of 42 I find it increasingly difficult to communicate with today’s millennial brides, the majority of who tend to prefer to communicate via email. My assistant (a 24-year-old millennial herself) and I had occasion to discuss this the other day after a bridal show and were amazed that some businesses still use very formal language to communicate with young brides — only to be left wondering why they get no response.
Speak to a prospective bride just as she is speaking to you. If she’s using short sentences with basic language, do the same. If she mentions descriptive words about her event use those same words in your reply.
Here’s an example of an email recently received and how we handled it to get the appointment:
Hello I am just getting ideas and prices at the moment and I was wondering around what your average pricing would be I would also like the uplighting also an email would prob be the best way to respond thanks for your time.
Hi! How’s your wedding planning going? I got your email regarding entertainment and uplighting for your wedding. I attached a photo above to show you examples of our work and how we can transform your venue too. Feel free to call me anytime and let’s talk about your day. 906.786.6967. Thanks for contacting me and I look forward to hearing from you soon.
I am sorry I have gotten your calls but been busy working. At this time we are going to go with a live band from 8-12. I am looking to rent uplighting (for the whole night of the reception) and also entertainment from 4:00pm-8pm. Not many have been willing to do that time slot since it is Labor Day weekend. Please let me know
Sure…we can do that. When’s a good time for us to get together to chat about your wedding?
I work in Marquette at Lowe’s. My next days off are Monday and Tuesday. I have a cake appointment in Marquette on Monday at 12pm. Where are you located and what is a good time for you?
What about Monday at 1:30pm? Would that work?
Yes I think that would work. What is the best phone number to get a hold of you in case I need too? I have a cake appointment a 12:00 so I will be in town.
My next response was to send her an email confirming that date and time with an appointment reminder from DJ Event Planner.
Bottom line: Brides want to do business with someone who understands what they want, gives them the information they need in a timely fashion connects with them.
Be real. Be honest. But most importantly be relatable. Speak to them the same way through email as you would over the phone.
About: Mitch Taylor owns and operates Taylored Weddings and can be reached via email at firstname.lastname@example.org. For more info about his Creating Connections books and workshops visit creatingconnections.biz