Question

Topic: Copywriting

I Need Help From A Wordsmith!

Posted by Anonymous on 6/30/2010 at 7:31 PM ET 125 Points
Hello,

I am having trouble coming up with some words....

My company does lighting for weddings. All we do is lighting, nothing else.

If you go to the popular wedding website, theknot.com, we are the only vendor in the state who offers just lighting. Other companies who offer lighting also offer DJ services, Decor, Floral, etc.

What would be the best way to communicate this; that we are the only "Knot" vendor in Arizona who specializes in only lighting?

Much thanks for your help.
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RESPONSES

  • Posted on 6/30/2010 at 10:55 PM Author
    Hey Phil,

    Perhaps I need to clarify a little better. We will just be creating a banner on our website with theknot.com's logo and then saying that we are the only company that solely does lighting.

    As to answering your question about why someone would go with just a company that offers just lighting...it's all about focus for us. We believe (and have seen in the industry) that you can only be great at one thing. The minute you try to be all things to all people, you become average.

    Donald
  • Posted on 7/1/2010 at 7:52 AM Accepted
    Donald - your point about specialization is a good one. As a focused company, you know better than anyone how important it is to have an expert to install lighting for a wedding.

    If possible, I would target the bride. Show some large-format pictures showing the difference you can create with good lighting. The theme can be:

    'See what a difference good lighting can make to your wedding day!'

    And when the bride-to-be clicks through, you can tell her; 'We are the only specialist lighting company in Arizona you'll find on the Knot website!' and follow through with:

    'Why? Because we specialize in making your special day extra special, with lighting that reveals the star that exists in every bride'.

    (Or words to that effect..)

    You will need to talk about how you achieve that show-enhancing visual quality (without too much detail about the equipment.)

    I suppose you could compare the wedding day to a movie set, where lighting is everything.

    Hope that helps,

    Peter




  • Posted on 7/1/2010 at 9:15 AM Member
    Donald, you're right to specialize in one thing. Bravo!

    However, I think you can improve your approach. You're not really selling lighting. What you're really selling is glamour and happiness. Building on what Peter said, I would say something like, "Look like a movie star on your wedding." Or, "Angelina would be sooo jealous."

    You want something that emphasizes the result, not the equipment or the process or the technical stuff.

    Disney doesn't sell theme parks, they sell smiles.

    Jodi
  • Posted by Jay Hamilton-Roth on 7/1/2010 at 9:17 AM Member
    It's great that you specialize in wedding lighting. However, what type of client truly cares about your specialization? The $100,000+ society wedding? The wedding that's indoors with artificial lighting that makes everyone look pasty? As Peter & Phil have pointed out - you need to tell us from your client's perspective - what matters about what you can do for them (that no one else can do as well). Perhaps you offer a lighting guarantee?
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