Own Your Business

Everyone in the wedding industry wants to level up their business. So it's not a matter of if, it's more how. How do you pick the right kind of client? How do you align yourself with the right kind of professional in your network? How do you prioritize all the different tasks that need to be done as the boss? How do you allocate your time, money, energy, and resources to get from where you are to where you want to be?Today I bring on my friend and client Julian Leaver, to talk about his journey over the last decade building a wedding business that targeted very specific ideal clients in three distinct phases as he grew his company.We dive into:What kind of ideal client he started with when his business got goingWhen he knew that it was time to level upWhy he chose to pursue a safer path with more steps rather than make big leapsHow he found that fast is slow and slow is smooth when it comes to elevating your brandIf you're looking for real talk about what it's like to level up your business from someone who made the moves over the last decade, this is a conversation you don't wanna miss.

Many business owners in the wedding industry got their start accidentally. Others found their way here because of a passion for creativity or art, and wanted to express it as a profession.But there are a handful of others who had a dream of being an entrepreneur, and found the wedding space as fertile ground for planning the seeds of their business ideas.Today's guest, Brittany Lo, founder and owner of Beautini and Beia, joins me on the podcast to discuss her journey as an entrepreneur over the last decade, including:How she delegates work to a team in order to grow her businessWhat she spends most of her time on as the CEO of the companiesWhere she seeks guidance and support when she's expected to have all the answersRecommendations for spending more of your time working on the business rather than in businessIf you wanna take your company to the next level, you have to know how to be a boss. Brittany shares exactly how to do that.

Who wants more time back for personal life? Or maybe you want to spend more time doing things you love with your business rather than things you don't or things that are difficult?The key to making these things happen is freeing up room in your calendar by getting other people to do work for you. One of the best ways to bring in somebody to help take care of miscellaneous tasks that are under your pay grade or you don't like doing - or both - is to hire a VA. Where do you begin? And how do you find the right one? And what do you have them work on?Today, I sit down with Katie Hendricks, owner of the VA agency, Masterfully Managed, who runs a team of VAs for luxury wedding vendors who want to spend more time doing what they love and less time stressed about the details they don't want to worry about.You'll learn:When is it time to consider a VA?How could you tell which VA will be the right fit for you?What kind of work can a VA help with?Are there any red flags to watch out for when hiring or assigned to a new VA?

When I ask clients: What does success look like to you? I get a variety of responses. The two most popular are, 1) I want to move into the luxury market, and 2) I want to scale my business to include a team.We spend a lot of time on the podcast talking about how to move into the luxury market, but not nearly as much time exploring what it looks like to scale your business with the team.This week I bring in Taryn Blake, one of our clients who found wild success in all the places most people tend to struggle.In our conversation we cover:What motivated her to build a team in the first placeHow she kept quality standards at the forefront in her strategyThe roles in the company that she spends most of our time onHer version of a solid company cultureIf you've ever considered growing your team beyond just yourself, this is the perfect episode to see what it's like from somebody else's proven path.

Many of you work directly with your spouse - and if you do, you know it's not always easy. Today, I chat with Jessica and Michael Masi, who co-lead Masi Events, one of the top wedding planners by Over the Moon. We explore:Why they decided to partner in business, not just lifeHow they divide client-facing and BTS workWhat they learned about themselves over the years to make it better to work togetherSpecific recommendations to release pressure when times get tenseEven if you don't work with your spouse, the insights we discuss are a good way to divide and conquer with anyone on your team as you learn your own role as the boss of your business.

The recent and current market conditions are tough to navigate. I wish things were different for the wedding industry right now, but they are not. I always provided advice on how to market and sell your services to book more ideal clients at higher prices, and I know many listeners benefit from the tactics that we talk about.It's not “business as usual” right now - and so I'm taking a break from regular programming to address the elephant in the room more directly.Trial and error is very very unforgiving in tough times. You might not get a chance to learn from your mistakes if you make too many of them. In good times you have a safety net. But not now. You've got to play it smart and do so as early as possible when you sense difficult times ahead.Three things today:Expectations for the near termFinancial moves you can makeStrategies to consider for the next 3-6 months

Wouldn't it be great to get inside the mind of couples doing research for their wedding plans?Until that happens, monitoring their online behavior is the best we can do. Today, I bring in co-founder and CEO of PartySlate, Julie Novack, to share insights and data based on millions of visitors to their site. She shares:What kind of content to share in the early stages of the buyer's journeyWhat couples want to see immediately when they land on your siteAnd we discuss the current market conditions and what to expect in the short- and mid-term Julie's studied buyer behavior in digital spaces for decades. Let's hear what she has to say about what tomorrow's couples want from your marketing efforts.

Today's wedding client is not interested in yesterday's celebrations - and today's wedding business owner should adapt accordingly.But how do you change things up? What areas do you focus on? How do you know if it will work?Well, there's not one simple answer for any or all businesses to these questions. It depends very much on a number of different factors, but they all start with knowing yourself and what you stand for and what you want. If you don't know these things you can't take the first step, let alone reach success.In this episode of Own Your Business, I bring on Elizabeth McKellar, the founder and principal planner for The Nouveau Romantics, to discuss what it's like to operate your business with a sense of integrity and authenticity.Learn to think deeply about yourself and your business, so you can avoid the mistakes she made and capitalize on the wisdom she's gained along the way.

Too many wedding pros spend their time trying to fake it till they make it. Not only is it a slow way to success, it's stressful - what if “they” find out?One problem - and I mean only one of the many many many problems with “winging it” as a business owner - is that you end up guessing your way through important situations. How do you raise your prices?When and how do you rebrand?When and how do you talk about pricing?What's your social media strategy?And where do you focus your limited energy when pulled in so many different directions?Today, I talk about how the collective wisdom of the wedding industry often points you in the wrong direction on these important topics.Stay tuned as I bust these myths you've probably heard.

People don't want information, they want transformation.And the best way to do that is to share a story with a beginning, middle and end that follows a narrative arc. It hooks them, draws them in even more, and then builds desire to learn the outcome.In today's attention economy, stories are a very successful way to communicate with potential customers. To market and sell your services.In this episode, I'll share:3 key elements of a great story6 ways you can implement stories in your own marketing and sales material2 things you can do today to start telling stories your clients and professional network actually want to hear

Last week I sat down with Rock Paper Coin for a conversation about pricing. We covered a range of topics, including how to talk about budget with potential clients.It reminded me how hard it can be to talk about the topic of money - from both sides of the conversation: couples and vendors. Money matters are hard for most people. So today I thought it would be a good idea to bring back this oldie, but goodie from the podcast way back in 2021.Originally episode 12, this podcast is the one I refer 1:1 clients to more than any other for “homework” after our session if we talk about about discovery calls.Confidence is often about competence. Competence is knowing what you're doing. Take the next 20 minutes to get the skills you need to talk about budget with potential clients.

Katy and I want to take a minute to provide a PSA to business owners, copywriters, and VAs.Don't steal other people's stuff.In our world as copywriters, that means intellectual property. Art. Writing. We see businesses crib our clients' website copy all the time, which is baffling. It's like taking someone's photo and passing it off as your own in a portfolio. Who does that?You'd be surprised. Tune in to today's podcast for a conversation on a topic no one wants to talk about: Plagiarism.

Sway Mastermind Alumni Panel

What's holding you back from reaching your full potential as a business owner? From getting more inquiries?From booking better clients?From charging more for your services?From success at the next level of luxury?In today's episode, Katy and I talk about what is NOT holding you back - and what is really at the root of the issue for most wedding business owners.Quick note before we begin, February 24, 2025 is the opening day for enrollment in Sway, our 12-month mastermind that walks you through every aspect of your sales and marketing so you can elevate your business to the next level of luxury - whatever that looks like to you.Check out more at www.ideactionconsulting.com, or hit me up on IG in the DMs.

One of my favorite parts of being a business coach is hearing success stories from our clients. No journey is the same as another, but they tend to follow a similar arc.Feel the call of something more in your professional lifeBoot strap to get the business startedDIY it until you hit a ceiling or find the courage to invest in your businessBring in an expert to guide you through the tough stuffGain confidence in yourself and competence with your skillsSee success and feel satisfiedToday, I bring on Erika Aileen, one of our Sway Mastermind members to share her journey over the past several years - not just with us, but as a business owner searching for the right direction and guidance. If you feel like you're on the verge of something - whatever that is for you - and you want to feel inspired, and even get a few strategies to try out, well, tune in. This is one of my favorite client case studies I've done for the podcast.

I've obsessed about marketing and selling weddings for over 18 years now. Here's one thing I've learned: Your pitch is important.  Unfortunately, most wedding professionals don't offer a proper proposal for their services. The most common approach is a menu of services, like a McDonald's ordering kiosk. Many others use a brochure - basically a bunch of information. But couples and the BTS decision-makers don't want information, they want transformation. They want to know how you're going to get them from where they are now (wanting something for their wedding) and where they want to be (basking in the benefits you offer to get that need met).  The best way to tell that story is with a short-form sales page approach to a custom proposal. Today, I bring on one of my long-time coaching clients who was one one of our first proposal template users back in 2021. Tune in to hear how she's leveraged the power of a compelling proposal to help triple her prices in 4 years.

I've coached hundreds of wedding pros over the years, and the #1 area for improvement is always always always the discovery call.  Why? It's so difficult to do well. So many moving parts. So much pressure for both people. So many ways it can go wrong. Here are five ways to know if your discovery call needs improvement: You think of it as a “sales call” You share your screen or talk through a brochure You currently use or want to buy from someone a “script” You ask the same questions in the same order from a list You start with personal questions like “how did you to meet” or “how did he propose” If this sounds like you, keep listening. If you're not doing these things, I've got solid info in the next 20 minutes to help you level up your game too!

We started the year with a simple road map for success based on five milestones. Do the activities in key areas to make it easy for couples to travel the buyer's journey. We've focused on knowing, understanding and messaging to your ideal client Created a content strategy and putting it up on IG with Abby Jiu Today we talk about website fixes you can make in key areas Next week I'll share discovery call questions you can use to guide the conversation  Follow up with direction on what to include on your proposal with my friend and client, Erika Delgado These are the 5 areas I'd like you to focus on for the first couple months of the year, because I think they give the most results for time (and money) spent to attract and book better clients. Today we dive into the website. Listen in for tips you can put into practice in very little time with almost no technical or creative skills.

Most wedding pros I talk to have a love-hate relationship with social media. You love scrolling your own feed, but hate posting on your own account. Kidding. But not really. Social media is hard. What do you post? How do you write the caption? What cards do you drop in your Story? What images look good in this Carousel? Do you put your face on the screen? If so, what do you talk about? How much of your personal life do you include? How often do you go through this cycle of pain and misery every week with posts? And yet, it's a crucial part of your future success. Instagram is a place to be found for the first time, but it's also an important layover on the way to your website when you get a referral from a vendor or client.    Today, I sit down with Abby Jiu, my long-time client and now-business partner with Duet Social Media. We discuss How social media played a role as she moved into the luxury space What she sees as the biggest problems business owners run into - and how to solve them 3 must-dos on IG right now #1 thing she wished she did years ago for her social media feed

A few weeks ago I did an episode about how wedding business owners are being sold a single version of luxury and told it's the only version available. It struck a chord with many of my clients and others who reached out, because I busted this myth that if you want to find success you have to do it a certain way - usually represented the way the people on top have done it themselves.  I think that road to success is well-paved and well-travelled by people who want the same kind of success. Million-dollar budgets, Lake Como and the Amalfi Coast every weekend, clients who all look like models.  But I've talked with thousands of wedding professionals who have a different version of what success can look like, of what it means to build a business they're proud of, one that gets them what they want in life. And their ideal clients look different too. Just like there's more than one version of success, and more than one version of luxury, there's also more than one version of an ideal client. Sure, we all want couples who pay higher prices - but what else should we look for? And how do we speak to them in our marketing and in our sales process? Today I bring in Katy, my wife and business partner - and ideal client expert - to talk shop about ICAs.

What's the difference between simple and easy? It's pretty nuanced, but the distinction is important.  Here's what a quick search turned up on Google: While simple and easy can sometimes be used interchangeably, simple refers to something that is not complicated or complex in its structure, while easy refers to something that requires minimal effort to accomplish. Let me say that again, because, as I said, the distinction is essential. Simple refers to something that is not complicated or complex in its structure, while easy refers to something that requires minimal effort to accomplish. It's the new year, so we've all got goals on our minds. One of mine is improving my health, which can be a rabbit hole of information and approaches. But most experts agree:  If you eat real food in modest amounts, cut booze from your diet, move your body for an hour a day, sleep well, and spend time around people you love you'll be in pretty darn good mental and physical health.  Simple, right? But is that easy? Right? It's the same thing with your business. If you want to get it in shape, you can choose to go the complex, convoluted approach - or you can use the KISS method. Keep. It. Simple. Today's episode follows the new year, new you theme with what you need to DO in order to reach your goals. As you'll see, I'll keep it simple for you.

Welcome to part two of my top 10 Engage takeaways. The first five aired last week, so if you haven't listened to them yet, you should go back and start with that episode. I provide useful context to the conversation, and it's all done in my most gravelly, shot out, baritone voice in 173 episodes.  Here's a quick summary of the first set of takeaways: Go in with no plan Pay attention to those who pay attention to you Pick your priorities Don't trip over dimes to pick up pennies There isn't enough business right now for those who want it Today, I'm going to dig into the remaining five big insights I took away from the summit. I hope you get some inspiration as you plan out your 2025 business strategies.

11 years ago I attended my first Engage. It was like a roller coaster. At first I was scared to got, but then once I was on it was the time of my life. And when I was done, I wanted to jump in line and go again. Engage has been a big part of my life since that first one in Scottsdale, Arizona. I met my wife, Katy, at my 3rd Engage, in Grand Cayman. I got a job running Todd Fiscus's companies at that same one in Grand Cayman. Katy and I got engaged on a birthday trip we piggybacked on to an Engage in 2017. And later that year I spoke at a breakout session for the first time. Engage Amelia Island was my 17th Engage and 6th time speaking. My topic was about how to educate your clients the right way. Earlier this year, I hosted my annual State of the Industry panel, where we discussed what's happening in the industry and what business owners should be focused on for success. This year's theme was “educating” your clients. Everyone talked about it multiple times. In fact, I ran a 14-second clip at Engage showing all the times one of the panelists said “education.”  But what does it mean to “educate” your clients? How do you do it well? And when in the buyer's journey? And what's the best way to do it? These were the questions I answered in my talk last week, and I'll share some highlights with you on my podcast today. But I'll also include what I picked up from others who shared the stage over the week, because there was so much to think about based on the content I heard.  I've done this Engage wrap-up after every one I've attended since 2017. I hope you get as many takeaways from this summary as I did from the summit itself.

Here's the uncomfortable truth. The wedding industry pushes an unrealistic version of what it means to work in “luxury.” Million-dollar budgets? Amangiri and the Amalfi Coast for every wedding? Couples who look like models in every photo? Sorry, but that's not the luxury wedding market. That's ultra-luxe. The top 1%, not 10%.  And that pie-in-the-sky version of “luxury” is a lot harder to achieve than most industry leaders let on.  The simple fact is you have to make it to the next level of luxury before you can rise to the top. How do you do that in a way that feels true to you? How do you do that working with clients you love, not neurotic, narcissistic monsters? Tune into today's episode.

We've all heard of “growth mindsets,” but what does it really mean? Here's a definition: A belief that intelligence, abilities, and talents can be developed through effort, hard work and guidance from others. I first heard about it in the book Mindset by Carol Dweck, a Stanford professor who coined the term back in 2006. In her research, she found the growth mindset was the #1 predictor of long-term success. Now you might think, well duh, of course people believe they can improve themselves. Ahhh, but that's actually NOT the case. Many people believe for many different reasons, they can't improve. Look at the current conditions in the wedding industry. It's tough out there, and will be for a while. I've said it before and I'll say it again, the down market is an explanation for why it's harder to fill your calendar, but it's not an excuse. Someone with a growth mindset sees the challenge in today's industry and wonders, how will I adapt to the new environment in order to achieve my goals.  The opposite is a fixed mindset. They see the exact same scenario, and think, well crap, I hope things get better soon so I can fill my calendar or raise my prices. Today, I bring on to the podcast one of my dearest friends in the wedding world, Anja Winikka, former right hand to the founder of The Knot, industry innovator, and CEO of Freeda, a new kind of community for established wedding pros who want genuine community with other wedding pros.  I always feel better about the world when I hear what Anja has to say about things. I know you will too.

We all know it's a crowded marketplace out there right now. I've never believed there's enough business for everyone who wants it (well, maybe in 2022). But now, more than ever, wedding pros are feeling the pinch of not enough business to go around. Even if you are filling your calendar, it's harder than it's been in a long time. Not counting the early days of the pandemic, I've not seen times this tough since 2008-2010 during the Great Recession - and it was BAD back then. So what can you do to stand out in this competitive market? One thing is for sure: Couples want to know the person they pick to produce a certain part of their wedding is the absolute best they can get for the money they're spending.  Yes, of course, everyone wants the best. But unless you can afford the absolute best, you have to settle for the most you can get with the money you're willing to spend. This means every wedding pro at every price point needs to do all you can to convince buyers not just that you're worth it, or to like you, but to TRUST you.  And one of the best ways to do that is show yourself to be an expert in whatever it is you do.

The measure of your unhappiness is the distance between where you are and where you want to be. For many right now, that's a big gap. You should work smarter and harder to close the gap - but don't fixate on how far you've got to go.  When times get tough, it's more motivating to look at how far you've come. At my family for Thanksgiving, we did that cheesy thing where you hold hands and say what you're most grateful for. 2024 was a hard year for many in the industry. It's easy to look at what you don't have on the books, instead of what you do have that will help feed your business through lean times. Today, I talk about overreaching, overambition, and its negative effect on not just the journey, but also the likelihood of making it to your destination. In business, and in life.

One of the things we're seeing with couples is their lack of decisiveness. It's taking a lot longer to make a decision.  I see lots of reasons for this, including overscheduled lives, multiple decision-makers, a noisy marketplace, and general concern about the economy. As a business owner, you can't control ANY of these things. Sorry, I wish it was different - but it's not. Instead, I want you to focus on the things you can impact.  One of those is called “purchase intent.” How much does someone want to buy your services. You have to create desire with messaging, and tap into momentum in the buyer's journey. Unfortunately, most wedding professionals aren't doing these things well. Either of them.  Marketing and sales messages aren't clear or communicated frequently enough.  And too much friction is injected into the sales process, which makes it harder, not easier, to buy. Today, Katy and I will show you how to talk about the right aspects of your business so you can increase the desire for your services. If you like buyer psychology, get ready to geek out! www.ideactionconsulting.com/

Today's episode is focused on tips and tricks to DIY a website. But it's also a big day for Katy and me, and our entire team, because we're opening up our Showit template shop.  Of course, everyone who owns their business would gladly have an expert take care of their website if it was as easy as, say, emailing the marketing department of the company you work for and saying, “Hey, we need a new site! Make one, please.”  But it doesn't work that way when you're not only the Creative Director for your company, but also the Marketing Dept. Which means you're the one who's in charge of the website. But the CFO for your company - also YOU - knows that money doesn't grow on trees, and you (probably) don't have a pile of cash laying around to give to an outside expert to do the work for you. All this means that, yup, you're right, YOU have to step up and do your website. Ugh. DIYing isn't the ideal way to create anything in your business except the product and services you give your clients. THOSE are YOUR area of expertise. That's what you're good at.  Building websites is not a skill you can “fake it till you make it.” It's complicated, with lots of moving parts surrounding design, layout, copy, messaging, image selection and a ton more.  It's also time consuming. We spend between 60-80 hours working on a site when we're hired to do copywriting and design. But that doesn't count the 15-20 hours our clients spend selecting images, making edits, and collecting other necessary information for the site to be successful. If professionals spend that much time on a project, you can bet that amateur DIYers will spend significantly more time through trial and error, struggling with the hook (even our seasoned copywriters run into writer's block, and trying to get design right, especially on mobile. This is exactly why we created our new templates, which we call Compass Website Templates, because not only are they gorgeous Showit designs, but we actually provide you with real direction on how to fill in the template with incredibly effective copy and images that trigger your ideal client's biggest desires.  How do we do that? We offer what other template providers don't: -Our conversion copywriting formulas for each and every section of the site -Ideal client avatar workup so you know you're creating a site that'll attract the right kind of buyer -Image selection guide to choose the best images based on buyer motivations and emotions -A hefty copywriting workbook to help you create messages designed to trigger your ideal client's needs -3+ hours of video tutorials with Katy (and a little of me) teaching you section by section, page by page what goes where, how, and why -Regular ask-me-anything office hours (not a lame FB group) with a copywriting expert and website designer answering live questions -Finally, you get a website review from us to tell you what can be done to make the site even better If you plan on DIYing your site, our templates are your place to begin. Because we do it WITH you rather than you doing it alone. And if you want step-by-step, page-by-page tutorials, office hours, workbooks and guides to help make your new website incredibly effective, check the show notes or visit www.ideactionconsulting.com. We're running special bonuses for everyone who buys a template between November 12-19. Don't miss these extra perks! On today's podcast, Katy and I will share a few tips and tricks with you on how to improve your current website, or DIY your next one.  If you are DIYing it. If the inner CFO in you is telling the Creative Director that the Marketing Dept. is on leave, and you're the only one left to do the hard work of making your new website, well, listen up. Katy and I are going to spill 5 of the most impactful tips from our Compass Website Templates tutorials live, right now. Enjoy the episode. 

I hear a lot of talk about ideal clients in the wedding industry, including us.  We put out content on the regular to share information about who and how and why and what for those perfect buyers you want on your calendar. And we'll talk about it on today's episode too. But we'll also dive into what it means to be an ideal service provider, because very few people are talking about that - and it's incredibly important. In fact, that's exactly what your clients are searching for when they head to Google, scroll social media, or ask a friend for a recommendation. Think about it from the couples' perspective. They want the perfect provider for their wedding, and they're searching for signals in all the noise as to who that might be. Today, Katy and I talk about the concept of being an ideal service provider, and, more importantly, how to communicate that at different stages in the buyer's journey. https://ideaction-consulting-9.showitpreview.com/3-ways-to-book-when-slow-workshop

Not gonna lie: Copywriting is tough. Especially for websites. You have to do so much all at once. Communicate messages. Maintain interest. Stay in voice. Persuade people. Provide reassurance. Provoke desire. Impress Google.  Like any skill or craft, it takes a long time to get good at it.  And like any skill, when you get training and insights from an expert it shaves years off the learning curve. Obviously, you want to bring in experts for important projects like your website. But I get it, not everyone can afford to hire someone who's incredible at their craft. Today, I bring on my wife, business partner, and copywriting expert, Katy Taylor Jacobson, to share 8 copywriting hacks to make it easier to write copy on your website. So if you're trying to DIY your website with copywriting on your own, stay tuned, because you're about to get a crash course in what to do and not do when you sit down at the keyboard. https://ideaction-consulting-9.showitpreview.com/3-ways-to-book-when-slow-workshop

If money grew on trees, you'd have the best of the best do everything for you. But money doesn't grow on trees or fall from the sky, and extra zeros don't show up on your bank account statements. So we have to deal with reality - which, for entrepreneurs, means wearing all the hats. Social media, bookkeeping, sales, system set up, technology. You name it, and you probably do it at some level in your company. What's wild to think about is how NOT normal this is. In companies with more than one or two people, for example, a marketing department would handle social media. IT would take care of all your app and tech needs. Finance would take care of invoicing, and all you'd get is a report once a month to make sure everything's on track. One of the biggest and most important areas DIYed by wedding professionals is the website. And it's also one of the most important, which means if you're going to attempt to develop or manage your own site, you should start with some standard best practices. Today, I bring on Katy Taylor Jacobson, my wife and Ideaction website expert, to share some tips and tricks to remedy often-overlooked issues on your site.

To rebrand, or not to rebrand. That is the question on the minds of many right now. What exactly does it mean to rebrand, though? Is it just a new logo? Is it a full overhaul of your style kit? Does it always have to involve a name change? More importantly, when is it a good idea to do? And when should you hold out to see where you can get with your current brand? Because rebrands are not inexpensive - in either money or time. I can't tell you how many times I've heard from clients who end up halfway through a project like this, and they run out of energy, time, or money to get the rebrand and new site launched. Today, I discuss a recent rebrand with Kate Ford, one of our long-time clients who recently went through a full rebrand, doing everything directly with us. Kate changed it all. Name, style kit, ideal client avatar, marketing messages, website design and, of course, copywriting. You'll hear: - Why she did it - How it came together - What she learned along the way If you're considering an overhaul, this podcast is for you. Or earmark it for later if you're not yet ready to dig in, because these things take time to plan out.

For those who don't know, I write a newsletter for nearly 6,000 subscribers every week. I've done it for nearly 6 years now, and it's filled with great advice like you get on the podcast. One of the cool things about a newsletter is that I can talk about exactly what's going on in the industry right now. It's why I usually only do 2-3 at a time when I batch out content, because I want to make sure I'm in tune with what's happening rather than sharing evergreen content like I do on the podcast. This past week, I wrote a newsletter that got a ton of positive feedback from subscribers, and I want to share it with you today. As you know, I hosted the State of the Industry panel on September 18, and we had a massive turnout for the discussion. Lots of engagement with the audience in the week that followed. Many people wanted my take on it, because I stayed fairly quiet in lieu of having the panelists do most of the talking. However, I DO want to share my thoughts on what's going on in the industry, and more importantly, what you should consider doing about it with your business. Enjoy the ideas. I think they're amongst the most important I've shared in a while.

There's this terrible myth out there that SEO doesn't matter as much as it did, say, 5-10 years ago. Or even last year. The SEO-is-irrelevant idea is especially widespread in the luxury space - which is a crying shame for all those wedding pros who've put ALL your eggs into the referral basket. Yes, referrals are important, even essential, when you get to luxury. However, you can't NOT have key SEO elements on your search engine results page. Think about it from the couples' perspective: They get a throaty endorsement from a past client who hired you, or maybe their planner adds your name to the short list. The couple still has to look you up to learn more. And where do they go? Google. Yes, contrary to popular belief, wealthy people ALSO use Google. There's not a secret search engine for the affluent. So if you're in luxury or not, you must get SEO right. That's why I brought on my favorite SEO guru in the wedding industry, Sara Dunn, to talk all things SEO for 2024. In this episode, you'll learn: - Top three mistakes people make with their SEO - What areas you can probably DIY - and what ones are best left to the pros - When to hire your SEO expert when you're considering doing or refreshing your site

Anyone else feel like it's a little “weird” in the wedding industry right now? Actually, it's probably been about a year since it started, but we're just now starting to talk about it openly. The sentiment hit a tipping point recently, and people are beginning to share how hard it's been to book couples. Today's episode is a megaphone on the conversation. But it's not just me, it's a panel of industry experts from around the country in different fields at different price points. If you're struggling with filling your calendar, tune in for advice on how to get couples to move faster in saying “yes.” If you're doing well, but know you have more potential that's still untapped, you're in the right place. The panel has luxury and ultra-luxury perspectives that will give you the inside track on how to connect with clients at the highest levels. If you enjoy the conversation, please share with others you know who could use the help and encouragement right now.

Everyone talks a big game when it comes to attracting ideal clients, so why is it so hard to actually make it happen?  It's because there's a LOT of work that goes into getting from A to Z, from I know what I want in an ideal client and now I have a calendar filled with them. That gap is filled by the buyer's journey, and your job as a marketer and salesperson for your business is to craft a path that's easy and inspiring to travel.  If you're anything like most other wedding pros, though, you're probably throwing up obstacle after obstacle for couples to become clients. Tune into our conversation about what's getting in the way of you and your favorite couples.

Filling your calendar with clients you love is almost as hard as finding a potential partner on a dating app. It's hit or miss - with a lot of ghosting. Before you blame the game, though, look at how you're playing it. I'm not going to offer dating advice on this episode, but Katy and I will share 10 mistakes we see wedding pros make on your websites and in your sales processes. Take note so you can make quick updates in key areas.  Website review Sales process audit

Today you're going to get a first - and a second. What do I mean by that?  In the past 3 years we've run a new episode each and every week. We've done a few different kinds of podcast approaches: - Solo episode - Guest expert on a particular topic - Katy talking about websites and copywriting with me - Celebrity guest talking about their career trajectory - Client case studies to dive deep into how pros make improvements - Panels to discuss a topic from a variety of perspectives Today, I'm going to introduce a new episode genre: Oldie but goodie. I'm going to bring back episodes from the early days that I feel are super important but are buried under 100+ newer episodes.   Here's why I'm doing it: Some of the best content we have to share was done when we didn't have much of an audience.  But when I look back on what's most useful for you, dear listener, to improve your business today, these older episodes are just as relevant! In fact, I regularly send links to many podcasts from 2021 to my current 1:1 clients to review after we touch on a topic in our session. One of those is pricing presentation. How do you share your pricing in a way that increases the likelihood of someone buying your product or service? I did two sales process audits this week and found the same mistake with both clients. They used a “base plus a la carte” approach on their proposal, which is very popular - but ultimately not as effective as my recommendation.  And what is that? You'll have to listen in to learn, and to understand why menus and single options are not the most effective way to engineer your packages and pricing. Sign up for our new panel on the state of the industry for 2024. https://ideactionconsulting.com/state-of-the-industry-2024-panel

Hi, I'm Sam, and I'm a perfectionist. I used to think I wasn't a perfectionist. After all, I tend not to focus on the details, and I often leave projects undone, let alone done perfectly. Then my therapist called BS on that, and because she is not only a licensed expert but also knows me better than anyone else - well, I listened to what she had to say. Once I became aware of my version of perfectionism - which is one of FIVE kinds - I saw my tendencies everywhere. Then this year I read a book that rocked my world: The Perfectionist's Guide to Losing Control by Katherine Morgan Schafler.  Two things: First, listen in on my conversation with Katy - a fellow perfectionist, but with different tendencies. Second, if you feel like you too might be a perfectionist, read the book. It'll make you feel seen in powerful ways - and give you the courage to adapt your version of perfectionism in healthy ways.

Today I discuss luxury weddings with KT Merry. She's one of the savviest, experienced, and plugged in wedding pros I know, and I value her perspective. Not only does she photograph in the ultra-lux space herself, but she leads a vibrant community of aspiring luxury photographers with her signature education program, The Abundance Plan.  I think you'll see from the breadth and depth of the conversation today she's got a strong pulse on what's happening with affluent buyers right now. We're both fortunate to work directly with other wedding pros every day, which means we get a variety of perspectives, not just our own.  And that's what I want you, dear listener, to know more about. I toyed with the idea of calling this episode “The New Rules for Luxury Weddings,” but it felt more like click-bait than the real story. Because, as you'll see, even though we all need to adapt to current conditions, most of what you need to do is still the same.  Enjoy the conversation. People like KT have the power to transform your business.

We all know referrals are helpful to booking more clients at higher prices. It's too bad too many wedding professionals waste too much time, energy, and money chasing the wrong referral partners. I want to be clear: Many educators, mentors, course creators, speakers, conference organizers, etc. offer excellent advice. In this episode, I'm not speaking to, about or against what they're saying. In reality, I actually try to remain ignorant of what others teach, because I don't want to infect my mind subconsciously with others' content too much. I do me, they do them.  When I research approaches, I focus on information from what works with my clients, and inspiration from outside the industry, especially from researchers and experts in behavioral economics. Then I use those insights to create my own strategic approaches.  Finally, I take my 30 years of sales experience to guide practical tactics for everyday use. That's the recipe for my secret sauce. This approach has worked not just for referral strategy, but for everything I share, coach and train - both wedding pros like you and team members who do work for our clients. Now, with that out of the way, I'm going to give you three tips to consider as you create your referral strategy, or maybe just tweak the one you're currently using.

Communication experts have known for a long time that what you say is not nearly as important as how you say it. The most often-cited study I know concluded that 93% of communication is made through non-verbal and vocal communication, while only 7% comes from the words being said.  The study was done a long time ago with a fairly small sample size and in a sales situation, so the numbers I just mentioned are not necessarily as accurate as people who recite the information suggest. But they are for us, because we're talking about sales! If less than 10% of what is being “said” is not actually being said, how do you improve your communication? How do you “say” what needs to be said to potential clients so they become your customers? That is the question for today's episode. I'll add color and context to the conversation, and then reveal the #1 most important skill you have to develop if you want to connect with couples - or anyone for that matter. For masterclass information: https://ideactionconsulting.com/wedding-business-templates

Are you getting enough inquiries? I don't know. But I do have a formula for figuring it out - and I'm going to share it with you on today's episode.  It's essential information if you're going to develop a solid marketing plan for your business.  How can you know when you've crossed the finish line if you don't know where it is?  Many people are happy with their current inquiry count but actually need many more. Others out there are getting enough inquiries to charge more for their services, but aren't - and so are leaving gobs of money on the table. Enjoy the listen.  https://ideactionconsulting.com/wedding-copywriting https://ideactionconsulting.com/wedding-business-website-audits https://ideactionconsulting.com/wedding-business-sales-coaching

You hear a lot about ideal clients from educators and experts, us included. We don't have the market cornered on the information, but we certainly feel we add a nuanced and sophisticated approach to the concept. On this podcast, you've heard about buyer types and psychological motivations, which isn't discussed much by others. We feel it's important to do deep research on who your favorite couples are, what they believe, how they behave, and what emotional and social desires they hold deep down but don't know how to express. When you know how to speak directly to what matters most to ideal couples, they become clients. You charge more for your services. You enjoy the experience of serving them, rather than dreading their wedding date. Over the years, I've steered our company upstream to help get more ideal couples for our clients. I started as a business coach, but for wedding pros to reach their goals they needed to convert more sales. To get more inquiries, Katy, my wife and business partner, started writing conversion copy for the websites of my coaching clients. We eventually expanded to additional pages like custom proposals and built a team of 10 to handle all the projects. Now we're going even further upstream by integrating branding and website design into our in-house services. But like sales and copywriting, we're not scratching the surface with approach. Oh no, we're diving deep into the user experience and merging it with our work on buyer psychology and communication preferences. Today, I'm bringing Katy on to discuss the process of creating different designs for different buyer types based on how they prefer to process information on websites. Enjoy the discussion. Especially if you're not getting enough inquiries, or inquiries from the right kinds of couples.

Have you ever shown up at a party feeling like you missed the dress code cue on the invitation? It's awful. You stand around talking to people, but the only thing on your mind is how uncomfortable you feel about the way you look. It's called the “spotlight effect,” when we feel like everyone's looking at us more than we actually are. Most of the time when we feel like everyone's watching very few actually are. They're paying too much attention to themselves to really care. When everyone's thinking about themselves no one is focused on you. But if the party you underdressed for is a wedding, people ARE looking at you, because it's a part of the experience. Everyone's looking at the couple, no doubt. But also the wedding party. And the parents as they walk down the aisle or do the first dance. Everyone's being primed to look at how people are dressed, even if they're not the star of the show. Which means as a vendor you have to show up looking like you fit in with ‘fit. I know, I know, I can hear many of you already. “But I have to be on my feet all day.” Yes, I agree - but you can't show up to a black tie event wearing padded sneakers.  So what's the criteria for wedding pros working at weddings?  As with most advice, it depends on the situation. I brought in Julian Leaver, luxury event planner and The Dapper Diplomat, to talk with me about grooming and attire on the wedding day. Because you don't want to book at higher price points and then lower your brand value by going too casual at the event.

CRMs are a big part of any successful business. They help organize information, get contracts signed, collect payments, build a database of potential referrers, and streamline workflows. But I see too many wedding pros take CRMS to the extreme, especially when it comes to automation. What's easy and convenient for you, the business owner, often feels impersonal and generic to the couple. Even worse, you might create a “workspace” through your CRM that requires people to operate the way you want without considering it from their perspective.  Clearly, no one wants that kind of client experience - so how do you balance automation with personalization? That's why I brought Sara Kinkaid on the podcast today. She's VP of Operations at Aisle Planner, one of the most popular CRMs for wedding planners, and now any field in the wedding industry. I want to be super upfront about this episode. I do not get ANY money or commission or favors from Aisle Planner for bringing Sara on. In fact, I ran her through the ringer for 30 minutes before formally inviting her to the show. Why? I wanted to make sure their approaches aligned with what we recommend on the podcast, other content we share, and coaching advice I offer clients. Knowing that, I hope you enjoy the discussion and find a way to leverage the power of a CRM without sacrificing the all-important client experience.

Trust isn't given, it's earned. And if you're not focused on making deposits with potential clients, you better start now. Sure, marketing and sales requires you to do lots of different things well. Showcase a solid portfolio. Connect with the couples who inquire. Lead the discovery call to uncover emotional and social desires. Deliver a compelling custom proposal.  But at the root of all these things is trust. People on your website and in your inbox want to know you're going to deliver the goods. That's why they care about your portfolio. They want to know you've delivered the things they want for their own wedding to others before. That's why they want to connect with you. They want to know you're likable, and a good listener, and an authority in what you do. That's why they want to feel empathy from you. They want to know you're get them and have helped others with what they're looking for. It all comes down to trust. Will you do what you say you'll do when you say you'll do it. The problem is too many wedding pros aren't paying enough attention to building trust. And as you'll hear in a story about how I lost trust with a willing buyer, it's not easy to recover once you've bankrupted the trust account. Let's get the story started, and then I'll share my top 10 ways to build trust in the sales process.

Friction in the buyer's journey grinds away on deal momentum slowly and silently. I've looked at hundreds of sales processes over the years, and I can tell you it's usually not one big, dramatic reason why people ghost you.  When a deal dies, it's more like death by a thousand paper cuts. One nick and it's not that bad. Two, you can keep things going. But after a while the little things start to mount up and create real problems. The challenge is most people are creating friction in the buyer's journey, but have no idea when and where and how. Today, I bring in Katy Taylor Jacobson to help break down where wedding pros are creating friction unknowingly on their websites and in the sales process. We'll give you a list of approaches to avoid, so you can stop slowing down deal momentum and get more bookings on your calendar.

People buy from people, not businesses. Especially in the wedding industry where couples can work closely together with vendors for over a year. So why are you making it hard for couples to connect with you on your website? And to be clear, I'm not talking about putting up a photo of you with a blurb that reads like a dating profile or resume. Today, I bring on Katy Taylor Jacobson to share what mistakes she sees on About pages - and what to do instead, so you can attract more ideal clients to your inbox. Because, well, don't we all want that right now?

Zoom is one of those artifacts from the pandemic that's not going away. People got used to talking with each other remotely with this app, and the behavior stuck. Here's the thing: I'm okay with it. In fact, I kinda like it. When done well, Zoom allows us to connect in a richer, more helpful way than phone calls do. It can also add to your swag by boosting the brand of your business in the same way a nice office does - or did. But it can also hurt your chances of booking new clients if your Zoom skills are subpar.  The bad news is most people I chat with on Zoom offer a below average Zoom experience. That's the #1 reason I'm doing this episode. I feel obligated to help, because it's gotten worse over the years. The good news is all the terrible Zoomers out there mean it's easier to stand out, to be effective, and to build trust with potential buyers. So listen up for my Top 14 Zoom no-nos - and what to do instead.