I’ve been buy adding more audio presentations and a brand new DVD “workshop” to my range of educational Tools for Mobile DJs.
In this, my first DVD, I concentrate on the words used when making an introduction. Not only are the words important, the way you say them is vital to the success of delivering the right meaning and emotion to your audience.
This one hour forty minute video demonstrates the methods, techniques and structure required to make outstanding Introductions whatever the occasion.
You can order a physical disc for £39 plus £3.20 shipping worldwide or you can get a download version in .wmv or .mp4 for only £30
Over 30 copies have been ordered in the first two weeks since launch and feedback has been most encouraging.
The content of the video is based on my very successful full day workshop of the same name which was very well received and enjoyed by the delegates who attended.
I have also updated all of the audio seminar presentations and rolled every one of them into a bundle offer for only £29. You even get a copy of my audio book for brides, worth £10, thrown in for FREE!
All of the audio presentations are provided in mp3 audio file format for download to your personal device. Please allow up to 24 hours after payment to receive your download links to the files.
For your convenience I have also added instant payment buttons to this website / Blogg which can be found on the Seminar, Audio Downloads and DVD page.
Your customer only needs one good reason to book you – do you know what it is?
Mobile DJs are not alone in thinking that all of their competitors are undercutting their prices and that the whole world is looking for the cheapest option.
However I would argue that many DJs are blinded by this simple assumption and as a result are blinkered as to the actual reality of the situation when a potential customer makes contact.
Unfortunately very few of our fellow DJs realise that what they offer is a SERVICE and not a PRODUCT. They continue to take the easy option and market their speakers and lights as an item, “A Disco”. This is further exasperated by the same “Discos” fighting for exposure on numerous collective web sites which promise the visitor a large selection of “Discos” to choose from.
Little wonder then the result is a prospective client sees no DIFFERENCE between the “Discos” and shops on price alone.
If you are suffering from persistent price shoppers you really do need to reassess your marketing and examine the kind of client you are being exposed to. You also need to stop marketing your “Disco” and start pushing yourself forward because the only DIFFERENCE between you and the others is YOU.
You can’t be hired for less than your chosen fee. Yes you can get another “Disco” but that is not the same as hiring you. You are the DIFFERENCE. Your expertise and your experience, your Skill and wait for it = your TALENT can not be purchased for less.
Your TALENT comes at a premium which deserves to be valued. You need to be blowing your own trumpet more and educating your clients as to the DIFFERENCE between YOU and the competition.
Be confident and agree with people when they enquire as to your availability. “Yes you can get a cheaper “Disco” locally. I personally know of dozens locally, however I would not recommend any of them”.
Explain, “All of my clients last year knew they could have hired a DJ for less but chose not to!
The simple fact of the matter is – Customers only need one good reason to book you. The challenge is for you to understand what that one reason is.
Do the research and check with your past satisfied clients. Ring them up, thank them for their business and ask them a simple question, “why did they book you, what was it that convinced them to hire you”?
Better still break your simple survey into two groups. One group who have booked you but you have not yet done the event and the other group where you have completed the booking. You only need call about half a dozen in each group. I suspect the answers will be very revealing. I also suspect that the answers will not be what you think they may have been.
Use the answers to define what it is about you that is DIFFERENT from a client’s perspective and use their answers in your marketing.
Remember clients only need one good reason to book you and “price” you will be happy to know is not the primary reason. Price is a contributory factor but only an important one when compared with quality and value. We have all regretted buying the cheapest in the past. Your clients are no different from you. Fortunately you are in a position to help them from making a mistake. It’s down to you to focus your marketing and address the situation because if you don’t you will be lost in the maze of other “Discos” who simply roll over and compete on price alone.
It’s time to tell Sid to take a hike and stay out of your business. It’s time to distance yourself from where Sid is lurking. It’s time to target your clients and to decide who you would like to work for and which venues you would like to work in. Leave Sid to the Bars, Pubs and Social clubs and start looking for clients who appreciate quality and are prepared to pay more for professionalism.
Start building relationships with venues, photographers, florists, cake makers and Dress hire shops. Get your face and name known to as many people as possible who are in a position to recommend you. PERSONALISE your marketing. We DJs offer a very personal service. There is only one of you. Only you do what you do in the way you do it. There is no competition. You are unique.
Market your DIFFERENCE and let your clients make their decision.
After all, they only need one good reason to book you and that reason, I believe, is YOU!
A new begining
This year i brought in the New Year at The Beaufort Park Hotel In Mold, North Wales and found myself the following day on a train out of Liverpool heading down to Southampton. My latest workshop “Specialist Wedding DJ A-Z” was to be launched on January 2nd.
I was excited and nervous. When i write a workshop I have little idea as to who will be sitting in front of me on the day. Many of those in attendance had been to previous workshops while for one or two this would be their first time at such an event. This means the content has to be flexible enough to be relevant to beginners and experienced DJs as well as challenging enough to be interesting and stimulating to all.
On the day of the workshop there is always time upon arrival for informal chat over coffee and a chance to put delegates at ease while I prepare the documents and set up my computer and sound system. This half hour also helps me “Get into the zone” and focus on the day ahead.
My primary objective when presenting and hosting a workshop is to engage everyone in the room. I encourage people to speak out and interrupt / interject at any time. The difference between a workshop and a seminar is that there is INTERACTION. The delegates provide valuable content by sharing their knowledge and experiences just as much as I do.
Surprisingly It’s amazing how quiet and subdued a group of DJ s can be at ten o’clock in the morning! however if I get the introductions right and the first topic presented hits the spot then the room quickly comes alive. By the time we get to our morning break for more tea & coffee the room has a “Buzz” and the cross conversations are flowing. Often the information & views shared over coffee produce little golden nuggets which delegates can take away and add to their armoury of expertise.
During the workshop i show video clips from other leading DJ trainers and advocates. Glimpses of material available from Peter Merry, Jim Cerone, Randy Bartlett, Mark Ferrell & Rick Brewer are often included as well as material from You Tube featuring British and American DJs.
The current workshop focuses on opportunities for a DJ at a wedding. It goes into great detail about what actually happens at such an event and concentrates on what happens if a dj is NOT involved. Weddings are in danger of having all of the fun and emotion stripped from them by chain hotels who treat wedding as little more than, as DJ Dave Windsor describes them, “an expensive meal”.
Brides “Don’t know what they don’t know” and only you, the DJ, will be the one to tell them the reality of the implications of not hiring you “the Expert” Specialist Wedding DJ / Host.
Throughout the day we examine each segment of a wedding. opportunities abound for an interactive DJ who understands how music can add to the energy, dynamics and emotion of the ceremony itself as well as introductions and Toasts. It’s not long before delegates appreciate that they can bring unique skills and talent to a wedding reception. DJs who understand and appreciate the responsibility placed in them can reap many rewards not least financial by offering to be involved in the planning, production and coordination of the may ceremonies which make up the wedding day.
Step out of your comfort zone
The most interesting part of the day for me was when I asked delegates to write a simple introduction. It could be introducing a B&G onto the dance floor or an introduction into the room. I also add a little twist to this to make it more challenging and interesting. Its amazing how this seemingly simple exercise can produce very varied results. DJs in a small room among their peers can find this task difficult. It’s strange and uncomfortable for them. However the workshop is the best place they can do this. Practise and rehearsal are vital to getting things right and making things better. If you can’t do this in a rom of colleagues and friends how can you do it elsewhere without benefiting from positive critique and support.
By the end of the day the delegates are filled with ideas and have seen for themselves just how they can implement simple changes to what they are currently doing which enhance their performance and which brides will value.
Feedback has been very good.
Within a few days I had taken the workshop to Southampton, Reading, Maidstone and Glasgow. Around fifty Djs attended and many have already seen a change in their business. One attendee has managed, within a week, to secure two events at a significantly higher fee then previously and also booked his first all day wedding.
I was so pleased the other day to receive this testimonial from a DJ who has attended a number of my workshops. If you have any reservations about attending one of my events Dale’s story should overcome them.
An attendee wrote on January 25
2/3 years ago, a local DJ told me that he heard a rumour that a mobile DJ in the Liberty stadium in Swansea was getting ‘XXX’ much [per gig), which was more than double what the local average was. We chatted about how AMAZING it would be to earn that amount per gig but came to the conclusion that the DJ or the rumour was full of BS (lol).
About a year after the above conversation, I came to hear of Mr Pengelly and after reading numerous recommendations I attended a 2 day workshop run by him ( Wedding Marketing & Unlock the cash).
I was pretty quiet for the 2 days. I sat there like a sponge taking in as much as I could.
Over the last 12 months I implemented the changes in my business, took further workshops to increase my skill set, and had advice on tap from Derek whenever needed.
Last year was great for me. I took a number of weddings at fee’s I thought only household club DJs could earn, not local wedding DJs. The best thing is though that my job is MUCH better, I am appreciated more, valued more and feedback is better than ever.
Today I have a bride and groom coming to my home at 10.30 to finalize contracts and pay the deposit.
The deposit is the amount I charged 3 years ago and the overall fee is just under double what that DJ was ‘apparently’ earning at the stadium.
I’ve said it before and I’ll say it again:
Mr Derek Pengelly – THANK YOU
Thank you for Showing me a new way
Thank you for making my customers value me
Thank you for making my job even more enjoyable
Thank you for showing me how to earn a livable wage
Thank you for changing my lifestyle – YES – my lifestyle has changed.
Good News – New workshop dates for March 2013
I have added three more dates and one provisional date – location to be confirmed.
Enter discount code “DAP” to get £10 off your ticket place.
Tuesday March 19th in Reading
Thursday March 21st in Bolton
Sunday March 24th in Leeds
25 -28th March? TBA – somewhere in the midlands
Thanks for your support:
If you can’t attend a workshop but would like an insight into the topics covered and a condensed presentation of the event including hints and tips on how you can become a Specialist Wedding DJ there is a CD / MP3 download available for £9.99
Buy it on Ebay here
There has been a great deal of debate regarding mobile DJs who are turning their attention toward expanding their services and presenting an alternative to the current choice of formal toastmaster and hotel duty manager, or family member, acting as a MC. So what is the difference?
Geoffrey Cornwell is a well-respected toastmaster. His website offers this explanation. “A Professional Toastmaster is trained to find out what you want and to then liaise with everyone involved on your day. He will work with all parties concerned and with your guests to ensure that timings and arrangements are complied with as you have requested them. He will work closely with your photographer, caterer and other services to ensure that the day runs smoothly. Your Toastmaster will guide you through your day and look after your guests to ensure that you enjoy a stress-free special day.”
He goes on to explain, “I will be available to advise you in etiquette and protocol from the day that you decide to use my services. I can call on a wealth of experience to help you make decisions about your big day. I will liaise with the other service providers to ensure that we are all working towards the same goal, which is fulfilling your wishes and giving you the best day of your life.”
An M.C. (Master of Ceremonies) generally will make announcements only, which will not necessarily be personal to the bride and groom. According to The Free Dictionary an MC is
As I prepare to embark on my return to the UK, and put the finishing touches to my new workshop for mobile DJ wedding specialists, I am reminded of the objections some people have toward traveling outside of their locality for education and training.
It appears everyone wants a workshop in their town. I understand how convenient this would be however my experience is that generally it’s impractical and almost impossible to accommodate such requests. Unfortunately there are not enough mobile DJs interested in such events at the moment.
Ironically attending a seminar or workshop in your own market could work against you. Very often travelling to another area allows you to meet and share with people who are not your competition, or at least perceived as such.
My workshops held in Birmingham were well supported. DJs from all over the UK came together to learn and share without concern that they would be giving away their secrets to others who may use them to poach potential clients.
It’s refreshing to note that mobile DJs such as Alan Marshall. Mark Walsh, Eddie Short, Brian Mole, Barney Grossman, Martin Keogh, Gary Evans, Gary Jones, Adam Forgie, Clive Hodghton, Simon Fletcher, Sandy Sounds & Paul Smith and many more have all seen value, as I did in 2002, of traveling to the USA in search of knowledge and training.
Thankfully ten years later people like Toby Oakley, Brian Marshall, Mark Walsh, Brian Mole,Ken Savage & Brian Roe as well as Johnathan Lewis are breaking new ground and providing more education and training for mobile DJs.
NADJ, SEDA and AMPDJ are all offering practical support to help DJs benefit from the wealth of expertise which is abundant in the UK today. They regularly organise events throughout the year where members and guests are invited to develop their skills and learn about new products and latest technological developments.
Up and coming opportunities in 2013 begin with my workshops in January followed by MobileBeat Las Vegas in February. March sees the BPM / Pro-Mobile weekend conference in Oxfordshire which features “The Perfect Host” Jim Cerone. April and May sees the return of Mark Ferrell to the UK with a series of workshops teaching and coaching the art of being a professional Master of Ceremonies.
The reality of the situation is that many of the DJs in the room will have travelled anything up to a hundred miles to be there. Most will have travelled around forty miles or so. Yet within an hour or so of the start of the workshop I can guarantee that the idea of protecting their secrets will have melted away.
Attending a workshop will enable you to embrace the notion of fraternity. You are all in business together but you are not in competition with each other. How can you compare another DJ to yourself. He is different. He has different skills, level of expertise and experience. He may do similar things but he will do them differently to you. More importantly the clients he wishes to attract are most certainly different from the ones you may wish to work for.
Another point to remember is that typically in a workshop there are usually a dozen or fewer attendees. In any city on a weekend how many weddings are there likely to be taking place. How many venues are licensed for civil ceremonies? How many churches are there to choose from? There are plenty of opportunities for all, especially for those DJs who wish to specialise and be identified as different from the rest.
So, whilst it may well pay you to get out of your comfort zone and visit another area I understand sometimes this is not possible. If one of my workshops is being attended primarily by “Local” DJs I will go out of my way to put attendees at ease. Nobody need share a “secret”. There will be more than enough ideas and content for you to take away. I will be sharing not only my own content but also I will be showing you where you can get more support from experts in the UK and overseas.
Travelling outside of your locality can be seen as inconvenient however for me this is more than offset by the new, fresh environment which adds to the experience. Meeting new people in the same business and exploring how they deal with situations common to us all is refreshing. Remember too, all travel and costs associated with learning are legitimate business expenses which can be offset against tax.
It’s not very often the Tax Man gets to pay for something of benefit to you
Until next time………….
Little did I know way back in February 2002 as my wife and I boarded a plane heading for Las Vegas, Nevada, USA that my DJ business was about to take off in a whole new direction. We were heading for the MobileBeat DJ show and convention. The idea was to learn how we could expand our business and hire and train more disc jockeys.
I had previously come across the MobileBeat magazine whilst on holiday the previous year. The magazine was full of articles about being a mobile DJ. Each article was written by a working DJ and the topics covered just about every aspect of the business. This was like gold dust to me because there was nothing like it available in the UK at the time. So when I heard about the show I just had to go.
From the moment we set foot in the convention hotel we were given a very warm welcome. The first evening we were sat outside the restaurant in the bar having a drink. It was evident by looking around us and noticing all of the people wearing DJ T-shirts and Branded company logo jackets that we were among fellow convention attendees. Someone overheard our conversation and invited us to join their group. everyone was amazed that we had travelled so far to attend the show and within minutes we were sharing ideas and discussing the differences of DJing around the world.
The following three days were an education in more ways than one. We met dozens of people who all took an interest in us and who wanted to share what ever they believed would help us in our business. Little did Carol I know that this was to be the start of a journey which would see us returning year after year. Each visit produced more insight and knowledge which we used to develop our DJ business. If only we had a show like this one in the UK.
On our second visit to the show in 2003 it became evident that the American DJ industry was both driven and supported not only by MobileBeat but by a number of other publications and disc jockey associations. It was also pointed out to me that i had an obligation to share my new-found knowledge with my fellow DJs in the United Kingdom.
National Association of Disc Jockeys
I had to search around to find a disc jockey association in the UK. There were none in the north-west of the country and it transpired that the only two associations I could find were located in Reading and Maidstone. I visited them both. In the end I chose Thames valley DJA over SEDA. Thames valley was nearer and a little more open when it came to membership from outside of their base area. TVDJA already had a couple of members from Wales so the idea of a crazy scouser travelling five hours to join them on a Sunday lunchtime was bemusing but accepted.
Membership of both associations in those days was small by comparison to what it had been in the past. I was frustrated and wanted to make the association available to more DJs around the country. The committee agreed and the following year Thames Valley changed its name to The National Association of Disc Jockeys or NADJ as it has become known. Austin Levitt was the founding chairman however he was soon to step down and I found myself as the Chairman of the organisation. I had a vision and a plan which saw me travelling the length and breadth of the UK over the next three years. Local meetings were arranged and branches were established around the country. The committee evolved and thanks to the help of many people we finally grew the membership and provided a facility for British DJs to exchange ideas and learn new skills.
As word spread some DJs were suspicious of NADJ and me in particular. Why do we need an association they would say. Forums where the place most Djs went to exchange views. The internet was seen as the modern way to communicate. Others decided to do their own thing and within a couple of years there were more than half a dozen DJ associations to choose from in the country. While I was disappointed that NADj would not be the “umbrella” organisation I had hoped for I was delighted that in just a few short years the UK had a network of learning and sharing for DJs to choose from.
Whilst the DJ associations were growing a young man by the name of EDDIE SHORT was developing a magazine for the mobile DJ in the UK. Pro-Mobile Magazine was badly needed and filled a gap in the market perfectly. Together with a small number of like-minded DJs who contributed articles Eddie and his team created a product which spread knowledge far wider than the associations could.
I managed to convince Eddie that he would benefit from a visit to the MobileBeat show in Vegas and eventually he agreed to join me. I knew the owners and introduce him to them. I remember the meeting one evening in their hotel suite where I left Eddie to chat about DJ shows, publishing and all thing technical. Needless to say Eddie was impressed and returned to Vegas on a number of occasions in order to pick up more knowledge both for his magazine and for himself as a working DJ.
I had always wished that we could have a show of our own like MobilBeat in the UK. Eddie also thought it would be a good idea but he also knew it would have to be different in order to appeal to our British way of doing things. Eddie teamed up with Mark Walsh and together they created the blueprint for what would become the BPM show. So you can imagine how delighted I was to be in Las Vegas with both Eddie and Mark and to see the first BPM show take place later that year at Donnington Park.
NADJ had organised their own trade shows and led the way by introducing seminars as well as displaying products from manufacturers and retailers. Paul Arnett’s DJ Show North had also provided an opportunity for DJs to experience the best of what the industry had to offer. PLASA show in London was becoming less and less mobile dj friendly which helped drive more and more visitors to these new DJ events.
Fast forward to today and what do we see. BPM is bigger and better than ever, in fact it is the biggest DJ show in the world. BPM 2012 at the N.E.C. in Birmingham this October is set to break all-time records for visitors to a DJ show. Education will play an important part of the event with three full days of seminars covering all things DJ. The contributors will be assembled from all walks of DJ life providing advice and education for those who want to develop their skills or grow their business.
I have had the pleasure to present many seminars at BPM over the years. These have been well attended and warmly received. Feedback from the seminars indicated that there was a need for a more focused and dedicated method of sharing ideas and experiences. This led me to develop a series of workshops were a small number of djs can relax in an environment where ideas can be examined and refined. Workshops also allow for one on one coaching and development for the attendee. The workshops have been an amazing success. I am humbled when I list the gifted and talented Djs who have attended.
This year I shall be holding a workshop to coincide with BPM.
It will be held at a nearby hotel on Monday October 8th and repeated on Tuesday 9th. For more details please visit the eventbrite web site.
So, looking back if Carol and I had not boarded that plane ten tears ago would there be an NADJ today?
Would Pro-Momile Magazine have developed the way it has?
Would there be the choice of associations for DJs to choose from?
Would BPM have very been created?
Would DJs be able to attend seminars and workshops?
The answer to all of these questions is YES, probably they would, all be it in a different format.
I wonder what the next ten years will have to offer?
Thanks for reading.
How well are you really connected with your prospective customers?
In the early days before the internet mobile DJs or “Discos” would place advertisements in the local press and also be listed in directories like Yellow Pages or The Thompson Directory. Since the introduction of the internet these advertisements have largely disappeared to be replaced by websites and “catch-all” portal sites designed to capture leads and forward or re-direct the client to the DJ service.
So nothing has really changed. The process is one where the disco places itself in public view and awaits potential clients to find it in among the dozens, hundreds and thousands of other DJ services to be found on the world-wide web. In fact the situation is probably worse now because of the sheer number of businesses who use the internet for marketing.
However all of this new technology tends to still be mainly one way. Traffic is being driven to your site. However most of that traffic is derived from mass marketing. Very few of the visitors will actually be converted to customers.
So how do you connect with potential clients?
I would suggest that you have to go and find them. Identify who you want to provide services for and then research where they hang out. Which shops bo they use, which restaurants do they eat in, what hairdressers / stylists / beauty / grooming parlors do they frequent. For wedding DJs this would include which Bridal shops, venues, photographers, cake makers, chocolate fountain suppliers and wedding car operators. All of these suppliers are constantly talking to their customers. Usually they have secured their client early on in the process of making arrangements for the wedding. Alas choosing the entertainment is further down the list which is not good. However by being connected with these service providers hopefully they will be able to refer and recommend you and your DJ service to their client.
Targeting brides who are already shopping for services is more proactive. Just think about the number of customers there are out there who you never get a chance to contact. How many weddings are there each weekend in your town or city? I’ll bet most DJs have no idea. How many are slipping through your fingers? You can’t be in more than one place at a time so it makes perfect sence to have a trusted professional relationship with as many other professions as possible.
Who is talking about you right now.?
What about all of the other professions who may come into contact with a future bride today? Financial advisors, insurance salesmen, travel agents, printers, florists, marquee hire and outside caterers are just a few who spring to mind. How well are you connected to these businesses. Do they know what you do/ are they confident and happy to recommend you? Will they mention you without being prompted?
A third-party referral is very powerful.
Imagine when the phone rings or you receive the email and the person opens the conversation with, “I was talking with my hairdresser and she told me to call you”. Not only is the caller a genuine hot lead it is also a qualified lead. It comes with a recommendation which instills value from the outset. The following conversation will be about how you can serve the callers needs and believe me price will not be a major factor.
Easier said than done?
Like many simple ideas the theory is fine, unfortunately the practise of turning theory into reality requires hard work and will take time and substantial effort to achieve. I am currently working with a small group of independent DJ s who have dedicated themselves to building relationships both inside and outside of the wedding industry. We will be working together to create an environment where third-party referrals will become their main source of business. The aim is for them to slowly reduce their large-scale web activity and replace it with an entirely performance & referral based model for generating new business. If you would like to join us in this venture please contact me firstname.lastname@example.org