The


Power How to


Unleash a Flood of


Referrals For Less than $20


Stephanie Padovani, Book More Brides


When my husband Jeff and I started our wedding entertainment business back in 2000, we had no connections in the industry. No one knew who we were and the only experience we had was a (failed) attempt DJ’ing my sister-in-law’s wedding with our home stereo equipment.


Sounds like a recipe for disaster, right? Well, it could have been. Except for one simple, cheap marketing strategy that enabled us to build our reputation and our business fast. A strategy we call, "The Power Lunch," was responsible for literally thousands of dollars of revenue for our wedding business. Here’s the story…


A friend of ours encouraged us to contact a local DJ because he was such a nice guy. I called him up and asked for his advice. Before we knew it, this DJ was giving me on the job training and sharing all his secrets for free. After we’d worked a few jobs with him, he started sending us referrals. Dozens of them. For free. Reaching out to that one DJ jump started our business. The connections and momentum built from that one relation- ship are still making money for us to this day.


So don’t be put off by the simplicity of this strategy. It works!


The Power Lunch


Here’s how it works: you identify a wedding venue or professional who is already working with the type of bride you want to attract. Then call them up and ask for their advice.


Not every professional you contact will be willing to meet with you. That’s to be expected. Look for the ones who love to help others. When you invite them to a Power Lunch, you’ll put that to good use by letting them to help you.


WedBiz Journal February 2011


Say something like, “I really love the work that you do, and the clients you attract are exactly the kind of couples I want. Can I take you to lunch sometime and ask your advice about what I can do to attract them?”


A couple keys to this Power Lunch formula that you must remember:


 Ask for help. Don’t be needy or desperate, but asking for help appeals to our social side; we want to take care of those in need. Make sure you use the words, “help” or “advice.”


 Pay for lunch. This kicks in what Robert Chialdini calls the “principle of reciprocity.” Basically, when you do something nice for them (buying them lunch) they feel obligated to do something nice for you in return.


 Help them first. Go into that lunch with the intention of helping that wedding professional. Give them a marketing tip, share a connection or a skill that you have. This creates an unconscious pressure in them to help you in return.


I guarantee that something good will come from this meeting. That wedding professional may give you an idea for your business or make a powerful introduction for you. In many cases, it will lead to at least one referral.


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