DJ business owners are faced with a new and complex challenge in targeting and communicating with new clients. The increased mobility of written communication has dramatically changed the way in which we present the value proposition of our company, engage clients in conversation and attract new business. The art of communicating in a highly mobile society has set the stage for all new rules of written dialog, meaning shorter and more effective delivery of messages
It’s been determined through research, surveys and wedding industry statistics that on average a person gets over 50 emails a day, with nearly half of those being irrelevant to the reader. A majority of those emails that are irrelevant are deleted even before being read. The split second determination to delete an irrelevant email is made just from the subject line or the sender themselves. If a recipient does not recognize the sender or feels the email is a general solicitation it will be deleted without being read. Even more astonishing is that if an email appears to be “long winded” and full of unnecessary images or content it will quickly be deleted.
So how do you get a prospective client to communicate with you? You do not want to change the mode in which you are communicating via email or mobile messaging but rather how the context is drafted and presented.
- Everything should be written for mobile screens.
- Messages should be short, concise and not include unnecessary images.
- More than half of millennials prefer to get a text message from a business as a way of introduction than emails that take longer to read.
A robust website, marketing page via search engine sites like WeddingWire, The Knot or similar and print advertising will clearly provide the prospective client information about your company. Emails and texting should be used to engage the client in conversation, creating a personal connection to develop trust and inspire the need to do business with you. Simple put: “More is less and Less is More.”