COPYWRITING

Here’s some copy I wrote for a glossy A4 booklet aimed at prospective brides. The client was Fuji Professional and the idea was for their customers – professional photographers – to give the booklet to couples enquiring about weddings. That way Fuji hoped to increase their film and paper sales. But for the booklet to be effective it needed to be content rich. Not only should it say what pro photographers could offer, it should also give valuable advice and encouragement to the prospective bride and groom for planning what would probably be their first Wedding Day. Although I was well versed in wedding photography from writing and editing books on the subject, I clearly needed to research the bride’s point of view. Here I was fortunate in that another (very efficient) client who had recently got married, generously gave plenty of first-hand experience (thanks again, Maxine!).

The start of a lasting relationship…

Congratulations – you’ve done it! You’ve named the big day. Now you have to make it happen. But just how will your wedding be remembered in years to come? Think about it. Months of careful organisation and planning to create one perfect day – then suddenly it’s over. And without a professional quality photographic record of the day, it can be over for ever. That’s why choosing a professional photographer, using Fujifilm, is perhaps the most important decision you’ll make when planning a wedding. Your professional photographer can bring years of experience and creative excellence to the job, ensuring that every important moment of your wedding day is captured in beautiful images.

More than just a photographer…

As your wedding day approaches, an experienced wedding photographer can also be a valuable ally. No one is better qualified to help and advise you on all the details for the big occasion. Your photographer will have working relationships with the local churches, reception venues, florists, car hire companies, wedding stationers and so on. So don’t be afraid to ask for independent advice. Most wedding photographers will arrange a thorough pre-wedding meeting – sometimes combined with a special ‘engagement portrait’ session. This will allow you to run through all your arrangements, look at his past work and advise him or her on what you want. This meeting also gives your photographer the chance to develop that special relationship which is so important in the creation of really excellent pictures. Only by building mutual trust can your photographer make sure that your inner happiness shines through in the photographs. Because even though they are important, you’ll want to remember much more than the ceremony, the dress, the flowers, the reception and the wedding guests. You’ll want to remember the love and emotion that your marriage means. And that’s something only an experienced photographer can capture. Your wedding lasts for just one day. With a professional photographer using Fuji materials, you can make sure that your pictures are with you for a lifetime.

A day to remember

Like any special event in your life, a wedding needs lots of planning if you want it to go smoothly on the day. In fact you’d be wise to organise a ‘countdown’ to the big day, allowing sufficient time for important items like the wedding dress, invitations, flowers, catering arrangements and transport. With the help of your photographer, you’ll also need to work out a rough timetable for the day itself, ensuring that the pictures you want can be achieved with a minimum of fuss.

Bride at home

A good wedding album tells the story of your special day. This usually starts with pictures of the bride getting ready at home. Not all brides choose this coverage, but it does make a good beginning to the story and gives your photographer an excellent opportunity for sensitive bridal portraits – often taken by windowlight.

At the church

It’s likely that your professional photographer already has a good working relationship with the minister. Many churches now allow professionals to work discreetly during the service. Traditionally your photographer will take pictures of the Bridegroom and Best Man outside the church, the Bride arriving, the ceremony and all aspects including signing the register. Afterwards, outside the church, it’s traditional to photograph as many combinations as required – covering the wedding party and guests. To avoid delays it’s a good idea to give someone – usually the Best Man or an Usher – the responsibility of organising family and guests for these pictures.

A touch of romance

All weddings operate at two levels: the social event, involving families and friends, and the more private joining of two people. This intimate side of weddings is usually illustrated by sensitive, romantic photographs of the Bride and Groom alone together. On a busy wedding day this can take some organising, but since these are the pictures you’ll treasure most, it’s well worth the effort. These romantic pictures can be taken at the church but better results will often be achieved in the garden of the reception venue or at some local beauty spot.

The reception

Depending on the coverage you have chosen, your photographer will record key moments at the reception such as speeches and cutting the cake. This is also a good opportunity for candid pictures of guests enjoying themselves.

Coverage and costs

Most photographers offer several types of coverage to suit your requirements. Prices depend mainly on three factors: the length of time the photographer is in attendance, the number of pictures supplied and the type of wedding albums chosen. You should expect to pay more for experience and creativity. As with most creative services, like hairdressing for example, the best photographers tend to be more expensive. When dealing with large studios, ask to speak to the photographer who will actually be covering your wedding. Finally, when calculating what kind of coverage you can afford, remember that – unlike most of the services you will be buying – wedding photographs are with you for always. Your album will give you, your family and friends, a lifetime of pleasure in the years to come.