Why marketing is like planning a royal wedding

Planning a wedding isn’t easy, especially if you happen to be part of the British Royal Family! 

I can’t imagine what it would have been like to book Westminster Abbey, get the right photographers, deal with the media, plan catering for hundreds of people, design the seating plan, and write the invitations.

And then there’s the dress… more on that later.

What I do know, is that planning my own wedding was complex enough!

There’s a crossover between planning a wedding and marketing a business.

The first keyword to take note of is planning. You don’t just arrive at Westminster Abbey, (or in my case, a small outdoor venue in Southern California) and expect your dream wedding to happen automatically. You’ve got to put plans in place to make sure things happen in the right order, the right people are invited and most importantly the bride is wearing the right dress!

There’s a direct parallel in all these areas to things you need to be aware of when you’re planning to start your business.

Let’s start with the invitations. The love of your life has just said yes to you and is wearing a sparkly new diamond ring. You’re starting to think about who you want to come and celebrate your special day with you. 

The same thing applies to business. Are you thinking of starting a business – and you’ve got a great idea? Who are you going to invite to use your products and services?

Some people call this marketing but that word can be ambiguous, so let’s continue with the analogy of sending invitations!

When you’re going through your list of people to invite to your wedding, the reality is, that you can’t invite everyone, and not everyone is going to be able to come! You’ve got to choose the people that are most important in your life – do you need to invite Great Aunt Eunice or your long-lost cousin living in the outback of Australia? 

Maybe not. 

But you’re going to want to invite your closest buddies that you’ve been sharing life with and are important to you. There’s a selection process that takes place.

The same is true in business. It’s called specialization.

You can’t do everything for everyone. You’ll need to choose a specialized area of focus where you can add value. This should be an area where you have the technical knowledge, skill, and experience. 

It’s better to do one or two things really well. Your business should be recognized as a trusted expert in a specialized area.

In marketing terms, you should also specialize in a particular type of customer. This is called your target audience or ideal customer.

Why it’s important to figure out who your ideal customer is

Identifying your ideal customer profile enables you to talk to them in the type of language that they can understand and relate to. You want to get inside their skin – maybe even make up a fictional character  – give them a name like Kylie Kustomer or Corey Client. Write down everything about them that you can think of;

Some of the things you could write down

  • What sort of clothes do they wear?
  • What do they like to do for fun?
  • What problems do they have?
  • Where do they hang out online?
  • What sort of language do they like? (formal, informal)
  • What makes them laugh?

As you start to build up a picture of your ideal customer, you can start to think about developing marketing messages that will resonate with them. Since you understand where they like to hang out online, you’ll start to get a feel for the way they talk and the type of words and language they relate to.

The most important piece of this is to understand the problems they have. Now you can define your products or services as a solution to their problems.

If you’re a builder and you know your average customer wants to do some home renovations but doesn’t understand the process. You could write something like;

“Making Home renovations easy – we manage the whole process for you –  from drafting the design, consent with the local council right through to cleaning up after ourselves when it’s all done!”

You can see how this statement could connect more with your ideal customer than something like; “Award-winning builders – Locally owned and operated”

Be Famous for Something

One of the most talked about elements of a Royal Wedding is the dress! A quick search on Google for ‘Royal Wedding Dress’ reveals 361 million results – lots of people are talking about this! In fact, you could say that it’s one of the things that Kate Middleton or Meghan Markle is famous for.

So what is your business going to be famous for?


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