Tag Archives: unique

Is your business a brand or commodity?

Corn is acommodity

Corn is a commodity

Here’s a hint… This is a trick question. I’m not really asking for your perception of your business.

An assessment of one’s own business is quite difficult. All of us suffer from The Curse of Knowledge. We cannot forget what we know, or believe, about our business.

The real issue is: What does the prospect know (or think they know) about your business or its category (photographer, baker, florist, disc jockey, etc.,)?

We may believe in ourselves and see our business as unique, special, or decidedly different. Prospects or peers in the wedding industry  (or some percentage thereof) may see us as similar to others in our category. And that is  the definition of commodity. A generic choice, essentially the same as others, differentiated by price.

I leave you with these questions…

  • Does your work SCREAM distinctive differences from competitors? Differences that make it a better value, at profitable price, brides are willing to pay?
  • When one of your peers is asked for a referral, is your brand  top-of-mind? Can they articulate what makes your company and service standout?
  • Ask a few wedding industry peers what they think of, when they think of your product/service? Ask them to role-play what they would say, when recommending you to a bride. How’d they do?

Andy Ebon

Andy Ebon
Wedding Marketing Expert
The Wedding Marketing Blog

Cliché-Free Copywritying: Improve your directory listing – Part 5

No clichésBusinesses, such as yours, work diligently at making their product or service stand apart from their competition. With the constant barrage of new businesses and fresh services from existing competitors, that’s no easy task.

It’s easy to undermine the value and distinction of one’s business, by describing it with all–too-familiar clichés.

When flipping the pages of a printed wedding planner or scrolling the listings in an online bridal directory, the repetition of lazy copywriting prompts yawns and eye-rolls from the bride, wondering why many businesses to seem like commodities.

Definition of CLICHÉ

1: a trite phrase or expression; also: the idea expressed by it
2: a hackneyed theme, characterization, or situation
3: something (as a menu item) that has become overly familiar or commonplace
Clichés to avoid, include: 
  • Perfect
  • Unique
  • We specialize in…
  • Your dream day
  • Your special day
  • You dream it, we’ll do it
  • Best
  • Experience the difference
  • … excellent customer service…

Each of the words or phrase, listed, is vague, overused, or could apply to any wedding industry business.

Your product or service is distinct. Take the time to describe it with words that are equally fresh.

Andy Ebon

Andy Ebon
Wedding Marketing Expert
The Wedding Marketing Blog