copywriting for a wedding planner

A case study for authentic copywriting

A Griffin Events

Of all the projects I’ve done, A. Griffin Events is one of my favorites... and not just because I love working with wedding planners.

A. Griffin Events specializes in creating unforgettable events filled with warmth and personal touches. They are driven by the personal, the unconventional, and the thoughtful. They prefer to forgo fads and opt instead for inspired, original ideas that transcend trends.

Their clientele? CEOs, lawyers, high-ranking government officials – individuals with discerning tastes and a penchant for immersive experiences.

Aimee, the creative force behind A. Griffin Events, reached out to me seeking a transformation for her website copy. As a wedding planner with a big personality, she felt a big disconnect between her vibrant, creative spirit and the uninspired language on her website, and she was determined to infuse more personality in order to showcase the value of her distinctive approach. In her words: ‘tongue in cheek, but not laugh out loud.’

The problem was... She didn’t know how to do that without compromising her professionalism. That’s where I came in. Just as her events defy expectations, we aimed to create website copy that left a lasting impression.

And that’s exactly what we did. Aimee was so happy with the final product that she immediately booked me for 2 more VIP Days to work on a Sales Deck and email flows.

Wedding Planning

INDUSTRY -

Washington D.C.

LOCATION -

SERVICES -

Website Copywriting VIP Day, Brand Story and Email Copywriting

WORDS OF LOVE…

“This whole process has been fun, exciting, and so easy. An absolute dream for me. Thank you so so much! ”

-AIMEE GRIFFIN, A. GRIFFIN EVENTS

The Strategy

In crafting the strategy for A. Griffin Events, my focus was on understanding the needs and preferences of Aimee's elite clientele. Her clients book a wedding planner because they want the best of the best. They prioritize their limited free time wisely, indulging in experiences at Michelin-star restaurants, second homes, and quick international trips. With their frequent attendance at high-profile events for work, their expectations for their own weddings surpass the norm.

The objective was to position A. Griffin Events as a pioneer, capable of exceeding the expectations of even the most discerning clients.

What’s more... We needed to do it with personality. My goal was to bring life to an industry often characterised by ‘elegance’ and ‘predictability.’ When it came to the website copywriting, we sought to strike the perfect balance between personality and professionalism.

Ultimately, we wanted to steer clear from anything that could be described as stale. Where others are saying: ‘Luxury Wedding and Event Planning’, we’re saying ‘Striking events that surprise and inspire. Effortlessly.’

When it came to the Meet the Team, we abandoned the boring bios and opted for something refreshing–something that felt more like it belonged in a coffee table book, rather than on LinkedIn.