From dictionary.com: u-nique: having no like or equal; unparalleled; incomparable: Bach was unique in his handling of counterpoint.

Snowflakes and fingerprints are unique. Hate to drop this on you, but most weddings are not unique.

If one has worked at enough reception, you know there may a unique element or two at any wedding. However, it’s rare that one is blown away by original thoughts, at every turn.

What is annoying is the lack of creativity in copywriting for advertising to the bride. When a slew of other advertisers define their product or service as you unique, the word loses meaning and impact on the prospect.

Your wedding marketing message will have far greater impact if you can write engaging copy that intrigues the bride.

Now, if your business name, headline, sub-headline or slogan don’t contain the word unique, then please enjoy the holiday. If, on the other hand, you are using the word, unique, that is a felony copywriting offense. The Wedding Police hereby gives you a warning, and asks that you come back in 30 days with new creative.

Don’t agree. Most your comment and make your case.

Andy Ebon
The Wedding Marketing Authority

written by Andy Ebon \\ tags: advertising, Andy Ebon, cliche, fingerprints, snowflakes, unique, unique wedding, wedding marketing, Wedding Marketing Authority, wedding reception

Do you have any Grey Poupon?

As I was reading every possible book and resource on blogging, I came across the great title: No One Cares What You Had For Your Lunch: 100 Ideas for your blog It turned out to be one of the most important marketing lessons, about blogging, micro-blogging (Twitter), social networking (Facebook), and business networking (LinkedIn).

The essence is this: In all forms of advertising, marketing, social media, and networking you are vying for people’s attention within brief and/or limited time constraints. It is important that your words and images be pithy, crisp, motivational, interesting, and memorable. To ramble or post about topics that don’t pass the ‘Who cares?’ test is not just a waste of a reader’s time, it increases the likelihood that they will tune you out in the future.

So what is Ham Sandwich Marketing? It is my buzzword phrase, inspired by the aforementioned book. It is my notation of meaningless posts and status updates that are meaningless to virtually everybody but the person who initiated them.

Example: “Just had lunch at Wolfgang Puck with Susie, Johnny, and Big Al.”

My response (by Direct Tweet or Public Facebook Wall Post): “Did you have a ham sandwich?”

Wolfgang Puck

It’s my not-so-subtle sarcastic way of nudging the poster or blogger with the subtext: “I read your item. Am I supposed to know who Susie, Johnny and Al are? Am I supposed be impressed that you lunched at Wolfgang Puck. Why don’t just tell me you had a ham sandwich. That would be equally unimpressive and unnecessary?”

If you’re lunch was incredible, take a picture of the ham sandwich. post about the incredible Dijon mustard, the soft fresh-baked roll, and what variety of ham was involved. That has the possibility of being entertaining. Otherwise, you’re just engaging in Ham Sandwich Marketing.

In today’s fast and furious world of communications, being boring is a big crime. Being irrelevant is a felony offense.

Don’t waste people’s time. Be interesting or be gone.

Andy Ebon
The Wedding Marketing

written by Andy Ebon \\ tags: advertising, Andy Ebon, blogging, Facebook, Ham Sandwich marketing, limited attention, LinkedIn, marketing, post, social networking, Twitter, Wedding Marketing Authority

Yesterday, I posted an item titled: The Art of the Virtual Referral. It chronicled a relationship, starting online with Wedding Painter, Sam Day, and how I was able to successfully connect with with a Las Vegas Wedding Consultant, Juliet Douglas (Green Orchid Events).

Today, in an unrelated act, I Googled ‘Las Vegas Wedding Consultant’ to see who was tracking in the Top 30 of organic (not-paid-for) results. To my amazement, my blog post from yesterday, which referenced and linked Juliet came up #2.

First, I should point out the importance of Top 30. The latest search engine research documents that 10 out of 11 people who search, will click through within the Top 30 results. If you show up 31 or lower, your chance of a click through drops to 1 in 11. Mighty small odds.

Obviously, the Top 10 is better than 11-20, and 21-30. So, to show up in the Top 5 is quite good. The big shock for me was that Google was pulling a result from a post I made less than 24 hours ago.

When someone else blogs about you, that is big time public relations impact. Far better than blowing your own horn. The fact that it drives search engine results, immediately, is quite remarkable.

What are you doing to cause people to write great things about you?

Andy Ebon
The Wedding Marketing Authority

written by Andy Ebon \\ tags: Andy Ebon, Green Orchid Events, Juliet Douglas, Las Vegas, Public Relations, Sam Day, search engine results, SEO, Wedding Marketing Authority, wedding painter