I look at a lot of event venue websites. 

And I’m convinced that in most cases, you could swap 90% of the copy from one venue website to another and it would make absolutely no difference. 

The language isn’t bad, but it’s boring. It uses clichés like “you deserve a wedding as unique as you are” and “Your love story starts here.” These generic phrases don’t sell your special space to the right couples.

That’s why it’s so important to identify your Unique Selling Proposition—the things that make you, you. Your fingerprint, if you will. 

That’s what we’re going to talk about in this post. 

1. Who are we talking to?

Before we can write a word, we need to know who we’re talking to. Because the way you talk to breezy boho brides is different from the way you talk to ultra-high net worth couples is different from the way you talk to corporate event planners. 

If you’re a wedding venue, it’s not enough to say that your audience is “brides.” Brides come in many different packages.

What is the age range of your average bride? What is her budget? Is she looking for a classic venue for a timeless wedding, or a rustic barn for a country shindig? Is the couple paying? Are their parents paying? Do they prefer a simple turnkey process? Or do they want lots of customization? 

And if you’re speaking to corporate planners, you need to answer similar questions like

• Budget/price point
• Types of events they typically host
• Do they like to bring in tons of outside vendors?
• Or are they looking for someone to hold their hand and simplify the process?

Once you understand your audience, you can define your unique selling points and tailor your messaging to their specific needs. 

2. Defining your Unique Selling Points (USPs)

Determine what makes your venue special and unique

Your unique selling points are what make your event venue stand out and set you apart from the competition in your area.

When you define your USPs, you can quickly tell potential clients what you’re all about, and why they’re in the right place…or not! A good USP is as much about attracting the right customers as it is about gently redirecting the wrong ones.

Here’s an example from the home page for Pearl Snap Events, a wedding venue that I was lucky enough to write for. Their target audience is couples that are big on family, tradition, and legacy. And they have a rustic barn venue in the Colorado mountains on their third-generation family farm. So in the headline and eyebrow copy for their website, we focused on heritage and celebrating life’s milestones with family. 

(BTW, eyebrow copy is that little mini copy sitting above the larger headline.)

Your USPs could include some of the following: 

• Location (In the city for easy access? In the countryside with beautiful views?)
• Unique architecture
• Interesting history or cultural significance
• Beautiful gardens
• Unique services and offerings (Onsite catering, full-service wedding planner, included day-of coordinator, full-service team including servers/bartenders)
• Versatility (Multiple spaces that can be configured however you wish)
• Onsite accommodations for the family and/or wedding party
• Onsite artisan goods, like beer or wine from a brewery or winery venue
• Sustainable practices (LEED certifications, recycling/composting programs, water reclamation)
• State-of-the-art tech (A/V packages for corporate presentations, light packages for the dance floor)

Pro tip: be specific and avoid clichés. Claiming you offer great service is not helping you stand out. Everyone says they have the best service, even if it’s more McDonald’s than Michelin.

However, if you provide some kind of specialty service, then that is worth calling out. For example, maybe you offer unlimited planning sessions for couples. Or maybe you have a proprietary planning process to ensure every detail is handled well in advance.

If you can point to specifics that illustrate why your service is so great, then do it!

Scope out the competition & find an opening

Once you’ve identified your top features, how do you know if they’re unique?

You have to check out the competition. 

Now, just because the venue down the street has beautiful views doesn’t mean you can’t also call out your beautiful views. Here in Texas, for example, every venue in the Hill Country shouts about its gorgeous scenery. That’s ok! But that means it’s probably not enough to stand on its own. 

So you can combine a couple standout features to make your venue shine. 

For example, a venue at a vineyard in the Hill Country could highlight their inclusive wine packages, combining the views and flavors of the region into a unique local celebration. Even better if the catering menu includes meat and produce from local farms and ranches…then they could position their venue as the quintessential hyperlocal Hill Country experience.

3. Crafting compelling copy

Far, far, far too many wedding venue brochures and websites start with lists of spaces or facts. We’ve all seen copy like this: 

This is the first bit of wedding copy on the website for a very fancy hotel that shall remain nameless. Excuse me, I’m going to go take a nap. 

Where’s the zhuzh? The pizzazz? How is a couple supposed to get excited about “a welcoming and timeless atmosphere?” 

Let’s put the reader into the space. Get that imagination firing. 

Maybe you’ve got a dramatic sweeping staircase that leads into the ballroom. Plop that bride right onto that staircase and help her envision her big moment!

“All eyes are on you as you descend the grand mahogany staircase. But your eyes are only on one person. And he’s looking at you like you’re the answer to the question he’s been asking all his life.”

Isn’t that a more interesting beginning than, “Featuring a splendid ballroom with sweeping mahogany staircase?”

Your USP is your guide to a compelling story. Use strong, active language that puts the reader into the experience instead of keeping it vague and dull. 

Save the details—square footage, available tables and chairs, AV capabilities—for later. In fact, I have a checklist that you can download with tons of facts you may want to include in your brochure or on your website. Just remember that these details may help justify a couple’s selection of your space. But they will not sell the space. 

4. I like to prove it prove it

Don’t underestimate the power of testimonials to back up your claims. 

You say you’ve got the best onsite catering in town? Or that you’re a leader in sustainable events? Or that your garden venue is out of a fairytale?

Pick a couple reviews that agree and add them to your site or brochure. You can claim anything you want. But when customers agree, then you’re really getting somewhere. 

I never recommend shoving all your reviews or testimonials on a “reviews” page. Hand-select a few and sprinkle them throughout your site where they prove the point you’re already trying to make. 

So in a section about your catering, you can include a couple reviews that rave about the food. Get the picture?

Need some help with this? I’m your gal. 

I get that this can be tough if you’ve never done it before. Plus people often find that it’s really hard to write for their own businesses. They’re just too close to it to see things clearly. 

So there are a couple ways I can help.

A Full Rewrite

I can take your web copy down to the studs and build it back up brick by enticing brick. We’re talking homepage, services pages, about page—the works. I’ll dial in your brand voice, figure out the messages that connect with your clients, and wordsmith every detail for a cohesive online selling machine.

A Quickie Copy Audit

If you’ve got some copy you like, but you want to get some pro eyes on it—I’ve got you covered. I can do a short-and-sweet copy audit on just a single web page. You’ll get a thorough report with suggestions for improving headlines, readability, calls to action, and more.