shannon underwood - wedding mbashannon underwood wedding mba shannon@weddingmba.com wedding pro...

Counterfeit CashShannon Underwood

Wedding MBAShannon@WeddingMBA.com

WEDDING PROCONVENTIONOCTOBER 2 - 4, 2017Las Vegas ConventionCenter

Presentation Breakdown1. Vocal Delivery2. Selling Through Your Senses3. Disruptive Marketing4. Slogans and Concrete Language

Your Voice

NEW YORK CITY

Does Your Delivery Reinforce YourMessage?

Whisper

Voice is about context

Act or use a voicethat’s not your own?

Real Money Voice Tips* Videotape or audio record your sales

presentations

Real Money Voice Tips

* Word stretch, whisper, play up ordown your accent

Real Money Voice Tips

* Work on your stage andrainbow voice

Money Minute

Some memories feel different…

Think of…

It is unlikely that you will get yourcustomers to buy…

Sell With The Senses

Candy Wall

Sketch Reception

Signature Scent

Florists

Color Chart

Environmental Psychology

Selfies=Less Trustworthy

Less OpenMore Narcissistic

Ask Questions

Real Money Tips

•Notice how youmake yourcustomers feel

Real Money Tips• Order a warm drink and sit at a

stable table• Check out your surroundings

ahead of time-avoid locationswith distractions

Real Money Tips

• Let someone else take yourphotos-avoid selfies

• First impressions don’t goaway

The Most Basic Way toGet Someone’s Attention….

Disruptive Pattern

Surprise

Captive Audience

Email/Blog/Video Ideas

Don’t Sound likeeveryone else

Email/Blog/Video Ideas

The DJ That Saved TheWedding

Email/Blog/Video Ideas

The Dark Side Of BeingEngaged

Email/Blog/Video Ideas

What Other MakeupArtists Won’t Tell You

Email/Blog/Video Ideas

The Wedding Party GiftThat Goes Straight In The

Garbage

Email/Blog/Video Ideas

The Psychiatric Exam ThatYou Must Give Your

Caterer Before You HireThem

Email/Blog/Video Ideas

What Your FutureMother-In-Law Does Not

Need To Know AboutYour Wedding

Email/Blog/Video Ideas

What Your 13 Year OldSelf Would Say About

Your Wedding

Email/Blog/Video Ideas

What MY 13 Year Old SelfWould Say About Owning

a Venue

Email/Blog/Video Ideas

Everything I Need ToKnow About WeddingReceptions I Learned

From Happy Hour

Email/Blog/Video Ideas

The Wedding Advice YouDon’t Need

Email/Blog/Video Ideas

Don’t Become A Walking,Talking Wedding Cliché

Disruptive Questions

Disruptive Questions

How did you two meet?

Disruptive Questions

Tell Me About YourWedding.

Disruptive Questions

Tell Me About YourWedding.

Disruptive Questions

What are you looking forin a DJ?

Disruptive Questions

What part of the weddingare you most looking

forward to?

Disruptive Questions

What is the mostimportant thing to your

fiancé?

Disruptive Questions

Tell me about the bestwedding you’ve attended.

Disruptive Questions

Tell me about the worstwedding you’ve attended.

Gap Theory=Gap in information

Gap Theory

Should you live streamyour wedding?

Gap Theory

What five questions youmust ask yourphotographer?

Gap Theory

Why do weddingplanners love to do the

things you hate?

Gap Theory

Why do the weddingprofessionals you love the

most charge the most?

Treasure Hunts

Treasure Hunt Venue

In Person Clue

Gown Shop Treasure Hunt

Clue Ideas

DJ CluesCatering Clues

High Tech Treasure Hunt

-Email- Solve clues, post photos,

and videos

Treasure Hunt Ideas—Google It

Delta, Adidas,Victoria’s Secret

Miniatures

Miniatures

Miniatures

Miniatureswww.ArchiVisionModels.com

Miniatures

Most Minis on Etsy

Miniatures- Escort Table

Pack Up And Go- Surprise Travel

Real Money Tips

•Disruptive Marketing• Disruptive Questions

Real Money Tips

•Gap Theory•Treasure Hunts

•Miniatures

Slogans For Business

Game

Slogans

Just Do It

Slogans

Slogans

Think Different

Slogans

Slogans

Because You’re Worth It

Slogans

Slogans

Push ButtonPublishing

Slogans

Slogans

The Business Side Of TheWedding Business

Slogans

A Diamond Is Forever

Slogans

Concrete Language For Slogans

Concrete Language

Florist-Couture FloralDesign At Wholesale

Prices

Concrete Language

Caterer- AmericanCuisine Meets Tex Mex

Concrete Language

DJ- Club Quality MixingWith A 5 Star Emcee

Concrete Language

Beauty- Blessed AndLipstick Obsessed

Concrete Language

Gown Shop-EleganceWithout Snobbery

Concrete Language

Planner- The Creativity OfAn Artist Meets The

Negotiating Skills Of ALawyer

InventiveLanguage

English and Australians

They make insultssound good.

Inventive Language

Ornery=Cheeky Monkey

Inventive Language

In negotiating…Trying to get that price forthat quality is trying to find

a unicorn.

Inventive Language

Intern=ShadowPuppet

Inventive Language

Our kidsFight=Battle

Video

Concrete Language

For This Video and MyPresentation Notes Go Towww.WeddingMBA.com

Click on WedBiz Tips

Inventive Language

The couple is consideringsomeone else…

Inventive Language

We are also meeting withXYZ Officiants-

“mainstream andbuttoned up but…

Inventive Language

Based on ourconversations you arelooking for somethingmore personalized”.

Inventive Language

We are also getting a quotefrom Smelly Florals

“structured andpredictable” but…

Inventive Language

Based on ourconversations… you arelooking for something

more modern”.

Cheeky Monkey

Counterfeit Cash

We have gone over thereal money making

tasks….

Counterfeit Cash

What are some tasks thattake up your time

but don’t make you anymoney?

Counterfeit Cash Tasks

• Inefficient meetings thatrun too long

(Try Short and smallmeetings)

Counterfeit Cash Tasks

•Outdated processes( Try automating)

Counterfeit Cash Tasks

•No clear division of labor(Don’t try to do

everything yourself)

Counterfeit Cash Tasks

•Not valuing yourown time

(Avoid distractions)

Remember

• Voice• Captive Audience

• Disruptive Marketing• Sell with Senses