Wedding For Video:
A Business & Marketing Guide
TABLE OF CONTENTS
Item #112
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INTRODUCTION……………………………………………………………………………… 4
CHAPTER 1 IF YOU’RE JUST STARTING OUT………………………………………… 7
The Pros and Cons of Wedding Video Production
Some Personal Skills Which Will Help You Succeed
Wedding Videography As a Business
How Far Can You Go In This Business?
You Don’t Have to Shoot And Edit
Wedding Add-Ons
The Internet is a Goldmine for Wedding Videographers
Developing Your Production Skills
Subcontracting Wedding Videography
CHAPTER 2 WHAT YOUR COMPETITORS DON’T KNOW ABOUT MARKETING… 15
Choosing a Business Name
Developing a Unique Selling Proposition
How a Unique Selling Proposition Can Multiply Your Profits
A Crash Course In Understanding Your Clients - the Brides
WEVA Interview Eight Brides Reveal How They Chose Their Videographer
40 Steps To Planning a Wedding
CHAPTER 3 PRICING YOUR SERVICES………………………………………………….. 28
How To Determine Your Actual Cost Of Doing Business
Determining Your Hourly Income
Setting Your Prices In Relation To Your Competition
Two Approaches To Making Money In Wedding Video Production
The Advantages Of Focusing On Prospects Who Can Afford To Pay More
How To Attract Clients Who Can Afford To Pay More
Positioning Your Services With Your Prices
Seven Strategies To Maximize Your Profits
CHAPTER 4 HOW TO CREATE LOW-COST,
PROFESSIONAL MARKETING MATERIALS……………………………………. 39
Business Stationery
Brochures
CHAPTER 5 BUILD A SOLID FOUNDATION FOR YOUR BUSINESS………………. 42
Telephone
A Home Office
Insurance
Office Supplies
Financing
Record Keeping
Your Video Business & Income Taxes
Independent Contractor
Saving For Success
How to Build Your Credit Rating Before You Need It
CHAPTER 6 HOW TO GET CLIENTS,
PART 1: DEVELOPING A REFERRAL-BASED BUSINESS…………….. 52
Why Referrals Are The Key to Profitability
How to Get Referrals from Wedding Professionals
Demonstrating Your Competence And Professionalism
Thank You Notes
Show Professional Courtesies
Make A “Video Gift”
Christmas Cards And Gifts
Give The Referral Source A Percentage
Six Ways To Get Referrals From Satisfied Clients
CHAPTER 7 HOW TO GET CLIENTS,
PART 2: IF YOU’RE JUST STARTING OUT……………………………. 59
CHAPTER 8 HOW TO GET CLIENTS,
PART 3: PRINT ADVERTISING AND DIRECT MAIL………………… 61
Using The Yellow Pages
The Pros And Cons Of Yellow Pages Advertising
How To Get The Most From Your Yellow Pages Advertising
Print Advertising
Direct Mail
How To Use Direct Mail Effectively
CHAPTER 9 HOW TO BEAT THE DEMO REEL CATCH 22
AND PRODUCE A MONEY MAKING DEMO REEL………………….. 67
Demo Tape Success Secrets
Packaging
CHAPTER 10 EDUCATING YOUR PROSPECTS……………………………………….. 71
Why Uncle Fred is Your Best Friend
Customer Education Tools
CHAPTER 11 SALES SUCCESS ON THE TELEPHONE……………………………….. 73
The Phone Script
Improving Your Sales Techniques
Learn to Listen
Be Positive and Self Confident
Overcoming Objections and Closing the Sale
Dialing For Dollars - A More Aggressive Approach
CHAPTER 12 MEETING YOUR PROSPECTIVE CLIENTS……………………………… 79
Four Keys to a Successful Client Meeting
The Setting
Establishing Rapport
Using Your Demo Tapes
Other Ways To Demonstrate Your Professionalism
Closing
CHAPTER 13 CUSTOMER SERVICE……………………………………………………… 84
Eleven Ways to Deliver Exceptional Customer Service
CHAPTER 14 GETTING AND USING TESTIMONIALS………………………………… 87
CHAPTER 15 BRIDAL SHOW STRATEGIES……………………………………………. 89
Booth Decor
The Main Attraction At Your Booth Is Not Your Demo Tape
How To Create An Effective Bridal Show Demo Tape
Approaching Your Prospects
Here Are Some Approaches I’ve Found To Be Successful:
Attire
Following Up
Networking At Bridal Shows
CHAPTER 16 EQUIPMENT DECISIONS………………………………………………… 94
Five Questions to Ask Before Buying Equipment
Formats
No Matter What Your Budget There’s an Equipment Strategy for You
CHAPTER 17 ATTENDING THE REHEARSAL………………………………………... 99
CHAPTER 18 AVOIDING PROBLEMS AND DEALING WITH DISASTERS………. 100
CHAPTER 19 BEYOND WEDDINGS…………………………………………………… 106
CHAPTER 20 WHAT’S ON THE COMPANION DISK………………………………... 107
APPENDIX……………………………….…………………………………………………. 108
Appendix 1 Price List: Wedding Packages 109
Appendix 2 Brochure Text 111
Appendix 3 Client Feedback Form 112
Appendix 4 Direct Mail Letter 113
Appendix 5 Prospect/Client Education Sheet 115
Appendix 6 Response Letter to Phone Inquiry 117
Appendix 7 Rehearsal Checklist 118
Appendix 8 Wedding Checklist 120
Appendix 9 Thank You Letter To Couple Who Has Booked Wedding 122
Appendix 10 Follow-Up Letter To Bridal Show Prospect 123
Appendix 11 Contract 125
Appendix 12 Terms and Conditions from Contract 126
Appendix 13 Some Information On The Use And Storage Of Your Videotape 127
Appendix 14 Video Life Wedding Brochure 129
Appendix 15 Video Life Descriptions and Prices 131
Appendix 16 Tape Log & Cue Sheet 135
Appendix 17 All Purpose Receipt 136
Appendix 18 Equipment Maintenance/Repair Log 137
Appendix 19 Time Tracking Log 138
More Resources & Web Sites 139
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