We all have our favorite wedding vendors: the ones we trust, whose businesses we believe in, whose personalities we just plain like. However, when it comes to your public presence — your website, your blog, and your social media — it’s wise not to play favorites to the exclusion of vendors you like almost as much.
I’ve noticed lately some bloggers saying things along the lines of “So-and-so is the best caterer in the business. There’s no one better,” and “So-and-so is, without a doubt, the most talented photographer I’ve ever seen.”
And every time I see it, I think, “You’ve got to be kidding me.”
I mean, obviously it’s a really nice compliment. But is that compliment worth the possible negative effects on your business or blog? Is discounting the talent of the dozens, even hundreds, of other wedding professionals in your market really worth it?
I suppose every market is different, but here in DC, I can think of a ridiculous number of wedding professionals who are genuinely great at what they do. They’re talented, driven, and all-around good people, and I’m happy to refer them. I also appreciate when they refer their clients to me.
So why would I want to alienate any of these fine folks by using superlative labels like “my favorite” or “the best ever” or “number one?” Especially when a comment like “one of my favorites” or “amazingly talented” or “one of the top…” is pretty much just as nice, and also very much the truth?
I think that blogs that are selling something to wedding professionals — most commonly, advertising space — or who rely on wedding professionals for content should be particularly careful about their choice of descriptors. I believe that if you’re operating a blog as a business (and as beautiful and inspiring as many wedding blogs are, they’re mostly all businesses, too) then you need to be especially diplomatic.
- Not calling one specific vendor the very best (some kind of award or “preferred” list with selection criteria is fine, in my opinion, but not throwing down superlatives apropos of nothing)
- Not endorsing a specific vendor in ways that you don’t endorse others (for example, if you precede one vendor’s guest post with a gushing intro paragraph, you should do it for all of your guest posts)
- Not endorsing one vendor category over another (DJs vs. bands is a good example — there’s plenty of room in the marketplace for both!)
- Not endorsing a particular vendor’s sales tactics or marketing message in a way that diminishes others in that vendor’s service category (for example, don’t say “Every client should book a photographer who turns over all the digital files” if your blog also features or is targeted to photographers who do not give their clients digital files)
Maintaining some modicum of “journalistic integrity,” even on a casual and fun wedding blog, can go a long way toward building better relationships with other wedding professionals, and is something I wish every blogger considered.