Own Your Business
A podcast for event professionals who want the knowledge and skills to grow a business with confidence. Industry authority Sam Jacobson hosts solo or with fellow sales and marketing expert, Katy Taylor Jacobson, with bite-sized, 20-minute episodes. Listeners take away one big idea with simple steps to put what you learn into action. Topics focus on sales, pricing, websites, and growing a team. Follow up questions answered in a private FB group.
Episodes
You're Talking to AI the Wrong Way
Most people ask AI to solve the problem they think they have, without ever stopping to check if it's the right problem in the first place.In this episode, Sam and Katy explain what makes a question work well with AI, and why the four words they use more than any other change the entire quality of the answer.You'll learn:Why narrow, one-shot questions produce flat, forgettable answersHow to
AI Starter Kit for Wedding Pros
Most wedding pros are using AI like a fancy search engine and leaving most of its value on the table.In this episode, Sam and Katy walk through their own switch from ChatGPT to Claude, why they made it, and the information business owners need to give AI before the output stops sounding generic.You'll learn:Why picking the right platform matters more than most people thinkHow to hand AI the de
Website Red Flags Couples Notice Right Away
Couples decide whether to keep browsing your website in about the time it takes to read this sentence. What are they seeing that's making them leave?In this episode, Sam and Katy go through nine specific red flags on wedding websites that quietly push couples away before they ever reach out, and what to fix first.You'll learn:Why your hero section matters more than your branding for that crucial f
Why Couples Say "Yes" (and It's NOT Your Portfolio)
There's a moment couples decide to book you, but it's not the moment you think. It's not the portfolio, not the pricing, not even the proposal. It's dozens of smaller moments stacked on top of each other, and most wedding pros are only paying attention to one of them.In this episode, Sam and Katy trace the buyer's journey couples go through, from the second they realize they ne
Your inquiries are up, but your excitement about them isn't. What's really going on?
In this episode, Sam and Katy dig into why content that doesn't speak to the right audience keeps filling your calendar with the wrong clients, and what to do about it before you scramble and make it worse.You'll learn:Why chasing what's working for a competitor almost always backfiresHow AI-written copy makes your messages sound like everyone else'sThe real reason conversion rates
Listener Fave: Perfectionism's Upsides and Downsides
You've probably told yourself you're a perfectionist like it's a badge of honor. Detail-oriented. High standards. Won't put your name on anything that isn't right.But what if perfectionism isn't your superpower? What if it's the reason your website still isn't live, your inquiry response takes three hours to write, and you've been "almost ready" to rai
Handling Objections that Are NOT about Money
Someone just pushed back on your price. Maybe they said they need to think about it. Maybe they told you they found someone cheaper. Maybe they went quiet.And just like that, your stomach dropped.That reaction is not a weakness. It's your brain doing exactly what it was designed to do. The problem is, a brain in fight-or-flight mode is a terrible negotiator. And if you don't know what'
The Profitability Audit: Are You Making Money or Just Staying Busy?
Peak season is here for many in the wedding industry. You're busy, you're booked, and you're making money.But busy and profitable aren't the same thing. And most wedding pros won't figure that out until they're burned out in October, looking back at a packed calendar and wondering why they feel so broke.Here's what nobody talks about: 80% of the things you spend your ti
The Upsell Conversation: Adding Value After They've Already booked
Your clients already said yes. They signed the contract, they're on the books, and you're doing the work.But here's what most wedding pros leave on the table: the money that was never in the contract to begin with.We're not talking about squeezing clients or tacking on fees they didn't ask for. We're talking about the stuff they genuinely need and haven't thought to ask
The 90-Day Sprint: Planning Quarters to Get Sh*t Done
Your January goals called. They want to know if you're coming back.Mid-year is when most wedding pros quietly abandon the plan and go into reactive mode until the holidays. In this episode, Sam and Katy make the case for 90-day sprints over annual goals, and why right now, in the middle of busy season, is the best time to plan your next quarter. They break down how to pick the right priorities
The Client Experience Map: Touchpoints That Create Raving Fans
Most wedding vendors think the job starts and ends on the wedding day. Your clients disagree.In this episode, Sam and Katy walk through the full client journey, from the moment a couple signs a contract to long after the wedding is over. They cover what clients actually need at each stage, why so many vendors lose the plot between booking and the big day, and how small gestures at the right moment
Energy Management for Wedding Season: Protecting Your Peak Performance
Peak season has a way of grinding people down. Not dramatically, but slowly, week by week, until you hit November running on empty and wondering why you do this.In this episode, Sam and Katy talk through four categories of energy — physical, mental, emotional, and spiritual — and what it actually takes to protect each one across a full busy season. Sleep, hydration, client boundaries, scheduling b
Decision Fatigue: Why You're Exhausted and How to Fix It
Decision fatigue is real, and it hits wedding solopreneurs hard.In this episode, Sam and Katy talk about why running a solo wedding business is so mentally exhausting — and it's not just the hours. When you're the CEO, the creative director, the accountant, and the marketing team all at once, every role brings its own set of decisions. Add constant task-switching and you've got a compo
Client Case Study: Chris J. Evans
Has your business stopped working but you're not sure why? The leads dried up. The inquiries don't convert. You're working harder than ever but booking less.Chris J Evans knows that feeling. He went from triple-digit wedding volume in Hawaii to a complete business standstill. Instead of blaming the market, he rebuilt with small changes that had a big impact and this episode walks throu
Saying "No" Without Guilt: Boundary-Setting for People Pleasers
You said yes again, even though you knew it was a bad idea. Now you're overextended, resentful, and wondering why you keep doing this to yourself. In this episode, Sam and Katy get real about people pleasing in a hospitality-driven industry, why setting boundaries feels so hard, and how to say no without the guilt spiral that usually follows.You'll learn:Why wedding pros are especially pro
Decision-Making Timelines: Why Some Couples Book Fast and Others Ghost
You nailed the discovery call, the chemistry was there, they loved your work, and then crickets. Or maybe they're still texting back, but it's been three weeks and you still don't have a deposit. In this episode, Sam and Katy unpack why some couples book in 48 hours while others take two months, and how to manage your own anxiety when the sale drags on longer than you'd like.You
Case Studies v. Portfolio: How to Use Client Stories to Sell
Your portfolio is beautiful. But is it actually selling anything? In this episode, Sam and Katy break down the difference between portfolios and case studies, and why case studies are one of the most underused, high-impact tools for justifying premium pricing and closing hesitant clients. If you're tired of clients not understanding your value or you're working with NDAs and can't show
Create Urgency that Feels Authentic (Not Manipulative)
Urgency gets people off the fence, but it also makes you feel like a sleazy car salesman. In this episode, Sam and Katy break down exactly when and how to use scarcity and urgency without triggering buyer's remorse, defensive reactions, or total deal death. If you've ever felt gross sending a "this offer expires" email or watched a sale implode after you pushed too hard, this one
Listener Fave: How to Lose a Client in 10 Ways
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
Listener Fave: 6 Popular Sales Tactics that Backfire
Sales is a numbers game. It’s all about optimizing conversion rates at different points in the buyer’s journey. Get the couple to inquire. Then to respond to your inquiry. Then to like you on the discovery call, read your proposal, and finally send in a contract and deposit.You’ll guide a potential buyer through dozens of micro-commitments throughout the sales process. Unless you blow it. Unless y
Listener Fave: What Motivates Your Ideal Clients?
Couples come to you with what they want. But your job – if you want to book more couples at higher prices – is to know how to trigger what they really need. They may not know it themselves, which is why you’ll be a step ahead of everyone else if you learn how to identify what core motivation is driving the couple’s decision. In this episode you’ll learn · How to sell from the intersection of
The Luxury Market Real Talk - What We Wish Someone Had Told Us
Five celebrity wedding pros who've rebuilt their businesses around luxury clients sit down for an honest conversation about what it really takes to break into and thrive in the luxury market. This isn't a masterclass or a pitch. It's real talk from KT Merry, Erika Delgado, Jason Rhee, Caitlin Fulton, and Lauryn Prattes about the myths they believed, the mistakes they made, and the spec
What It Takes to Get to the Next Level: A Mastermind Alumni Panel
Figuring out what it takes to grow your wedding business is hard when you're working in a silo. Most advice comes from people at the top of their market, but what got them there isn't always what you need right now.In this episode, Sam moderates a conversation with Sway Mastermind alumni who've gotten to where they wanted to be. They share what frameworks created the biggest shifts in
Reaching Your Full Potential with Oona Breyer
It’s one thing to build a successful business, and another to survive it. In this episode, luxury photographer Oona Breyer shares how she shifted from “barely treading water” to building a brand that’s fully booked and sustainable.We talk about the behind-the-scenes realities of scaling in a midsize market, what changed when she got clear on her messaging, and how understanding buyer types helped
What it Takes to Level Up in Luxury in 2026
Sway Mastermind enrollment is open. This is the first time in five years of running this program that we've dedicated an entire podcast episode to walking through what it is, who it's for, and how it works. If you've been piecing together scattered information from podcasts, conferences, and courses but you're still not seeing results, this episode breaks down the comprehensive, sy
Apply the 80/20 Rule for Exponential Growth in 2026
You've been going to conferences, rebranding, redoing your portfolio, and adjusting your prices for years, but you're still not booking the luxury clients you want. The problem isn't your effort. It's where you're putting that effort. In this episode, Sam and Katy walk through the seven specific areas that make the biggest difference in attracting and booking luxury clients. Th
Redefine Success on Your Terms
What if the version of success you’ve been chasing isn’t actually yours? In this episode, Sam and Katy unpack the disconnect so many wedding pros feel between what they thought would feel like success and what actually does. They share real client stories, surprising motivators, and practical ways to rethink your goals so you’re building a business that serves your life, not the other way around.Y
6 Big Sales Mistakes We Still See All the Time
Some sales mistakes are obvious. These ones aren’t, but they’re costing you real bookings. In this episode, Sam and Katy break down six common sales habits that quietly undermine your authority, kill momentum, and confuse high-value clients. If your discovery calls feel flat or your inquiries ghost after that first email, this one’s required listening.You’ll learn:Why “helpful” email templates mig
Stop Believing These Myths About Luxury Clients
Feel like you’re doing everything “right” and still not booking the clients you want? You might be buying into myths that are keeping you stuck. In this episode, Sam and Katy bust six of the most common luxury market misconceptions—from what high-end clients really look for, to whether referrals or influencer connections are actually necessary. If you’ve ever felt behind, confused, or just flat-ou
Why Booking Luxury Feels Harder than Ever
If you’re struggling to book luxury clients and wondering where they all went, this episode will help you zoom out and see the bigger picture. Katy and Sam break down what’s really going on in the market right now—from client hesitation to increased competition—and why your calendar being only half full in January might actually be a good sign. They’ll walk through how buyer behavior has shifted,
Why Your Inquiry Response Gets Ignored
If your inbox is full of first inquiries that go nowhere, it’s probably not a demand problem. It’s a response problem. Most wedding pros treat that first reply like a formality, just something to check off the list. But couples are looking for connection, clarity, and a reason to keep talking.In this episode, Sam and Katy break down why those initial emails fall flat, even when the couple was exci
Quit Wasting Time on the Wrong Projects
If your calendar’s full but your goals are still sitting on the shelf, you’ve got a problem—and it’s probably not lack of effort. In this episode, Sam and Katy call out the quiet time sucks: projects that go nowhere, clients who demand too much, and work that looks impressive but leads to zero traction.You’ll hear what they’ve cut, what they’ve kept, and how they’re protecting their time like it’s
Sam Fave: Your Year-End Reality Check
Most business owners end the year searching for tactics, but the real growth comes from getting clear on why you’re in business in the first place. In this episode, I walk through the turning points that helped me reconnect with my own motivations and explain how easy it is to drift into old goals or other people’s expectations without noticing. As you get ready for a new year, this conversation w
Engage!25 Santa Barbara Recap with Abby Jiu
If you’ve ever felt like Engage is too big, too overwhelming, or just not “you,” this episode is your permission slip to rethink that.I’m joined by Abby Jiu, longtime friend, creative partner, and now fellow co-founder at Duet, for a candid, post-Engage download fresh off the plane from Santa Barbara. We recorded this right after a week of late nights, long travel, and real conversations with the
Bore Out or Burn Out?
You’re wiped. Or maybe just wildly uninterested in your own business. That’s not always burnout—it could be bore out, and it’s a real problem. In this episode, Sam and Katy unpack the difference between doing too much and not being challenged enough, and how each one quietly derails creative entrepreneurs.Inside this episode:Why burnout isn’t the only reason you feel stuckHow to recognize bore out
7 Quick Website Fixes with Big Impact
Is your website just sitting pretty instead of driving inquiries? In this episode, Sam and Katy walk through seven quick fixes that instantly improve your site’s performance. These tweaks are easy to make and can have a big impact—no redesign, no developer, no stress.You’ll learn how to:Guide visitors through your homepage like a sales conversationUse testimonials the right way (and avoid the caro
Get Big Wins in Mid-Size Markets
Today we’re diving into a conversation I know so many of you in mid-size and mid-market regions have been craving. Because while Instagram might make it look like luxury only happens in New York, LA, or destination hot spots, the truth is that real growth, real demand, and real opportunity exist everywhere — including the places where the industry often assumes it doesn’t.And few embody that bette
Build Trust (Fast) in the Sales Process
In the wedding industry, your clients don’t get a test drive. They have to hand over control, spend a lot of money, and trust that it will all work out. That means your real job in the sales process is not to impress people. It is to make them feel safe.In this episode, we talk about what actually builds trust fast. It is not perfection. It is proof, transparency, and humanity. You will learn how
6 Website Pages that Sell
Most websites don’t fail because of bad design. They fail because the pages don’t have jobs.Every page on your website should do something specific to move the buyer forward — build trust, create clarity, or drive action. In this episode, we break down the six essential website pages that actually sell. You’ll learn how each page fits into the buyer’s journey, what kind of content belongs on it, a
Your Website's #1 Job in the Buyer's Journey
Your website isn’t where people find you. It’s where they choose you.By the time most couples visit your site, they already know who you are. They’ve seen your work, heard your name, or followed you online. They’re not discovering you for the first time. They’re deciding if you’re the right fit. In this episode, we talk about how to turn your website into a true decision-making tool instead of a s
How to Prep for Engage! (and Make It Count)
Most people think the magic of Engage happens once you arrive, but the truth is your success starts long before the welcome party. If you’ve ever felt overwhelmed by the idea of showing up to a major industry event, this episode will help you feel prepared and confident from the start.After attending eighteen Engage events and coaching dozens of clients through their own experiences, I’m sharing e
Listener Fave: Why Couples Wait to Book
If it feels like couples are taking forever to book right now, you’re not imagining it. Across the industry, wedding pros are seeing the same thing: inquiries come in, great conversations happen — and then everything slows down. Couples wait weeks, even months, before making a decision. Some ghost. Some circle back at the last minute ready to move.What’s happening isn’t just procrastination — it’s
Stop Chasing Shortcuts: The Path to Higher Prices and More Clients
Every wedding pro wants more bookings and higher prices, but too many are chasing the next quick fix that promises overnight results. The truth is there are no silver bullets. Growth comes from learning, applying, practicing, and improving. In this episode, we break down why shortcuts fail, what they cost you in the long run, and how to commit to the real path that builds confidence, sales skills,
From Busywork to Bookings: Using AI the Smart Way
Most wedding pros are treating AI like a shortcut for captions, blogs, and emails, but that’s not what gets clients to say yes. The real opportunity with AI is using it to sharpen your sales game. In this episode, we dig into how AI can help you read your clients better, position yourself against competitors, and keep momentum alive in the sales process. Instead of saving time, you’ll learn how to
Stop Using AI Like a Robot
AI is everywhere, and wedding pros are feeling the pressure to use it. But most are jumping in without a real plan. They’re grabbing tools, copying templates, and hoping it saves time. Instead, they end up with content that sounds bland, robotic, or totally off-brand. In this episode, we’re calling out the biggest mistakes creatives make when using AI and showing you how to shift from “get it done
Why Strategy Shifts Go Nowhere
Summary:You say you’re ready to pivot, but weeks or months later, nothing has actually changed. This episode is for every wedding pro who knows their current strategy isn’t working but can’t seem to gain traction on a new direction. We unpack why strategy shifts so often stall out, the mental spiral that keeps you stuck, and what to do before making any big move. If you feel like you’re circling t
Sam’s (Unfiltered) Take: State of the Wedding Industry
Bookings feel slower. Buyers seem harder to reach. The market feels crowded and uncertain. If you’ve been wondering what’s going on, you’re not alone.In this solo episode, I’m walking through what I see happening across the wedding industry right now. I’ll share my perspective on shifting buyer behavior, rising competition, changing definitions of luxury, and the day-to-day challenges of trying to
State of the Wedding Industry 2025: Hard Truths and Honest Insights
A candid, behind-the-scenes conversation with top wedding industry pros about what’s really going on in 2025 and how to move forward.If you’ve been wondering whether the slowdowns, buyer shifts, or budget stalls are just you, you’re not alone.This panel brings together five of the sharpest minds in the business to tackle the hard truths shaping today’s market. No fluff. No sugarcoating. Just real
The Truth About Luxury: It’s Not What Instagram Told You
This episode unpacks the biggest myth in the wedding industry: that “luxury” means expensive visuals and high-end aesthetics. If you’ve been chasing the look of luxury without getting luxury clients, this one’s for you. We break down what today’s buyers really want, why most pros get it wrong, and how to make your brand feel elevated through clarity, systems, and experience.In this episode:Why cha
Are You Growing a Business — or Just Making More Work?
More clients, more revenue, more help — but also more chaos? You might not be growing a business. You might just be making more work.Summary:In this episode, we break down the common trap creative entrepreneurs fall into: mistaking hustle and busyness for true business growth. We’ll explore why your efforts to “grow” might actually be making your life harder — and how to redefine growth in a way t
Why Your Offer Isn’t Landing (Even If It’s Excellent)
If your offer is good — maybe even great — but you’re still not booking enough of the right clients, you’re not alone.In this episode, we unpack why even the most refined services can fall flat when they’re not framed around what the client truly wants. From over-explaining deliverables to diluting your messaging with too much detail, we walk through the real reasons your offer might be getting pa
Ideal Clients Aren’t Ignoring You. They Don’t Understand You
Show NotesIf you’re doing all the right things but still not attracting the right clients, the problem probably isn’t your visibility — it’s your clarity. In this episode, we talk about what unclear messaging sounds like, how it confuses your buyer, and why posting more, showing up more, or networking harder often backfires. You’ll learn how to spot the real issue and what to focus on instead if y
Listener Fave: 6 Popular Sales Tactics that Backfire
Think your sales process is helping you book more couples? It might be doing the exact opposite. In this replay of one of our most popular episodes, Sam breaks down six sales tactics that seem smart on the surface but actually hurt your chances of booking. From proposal deadlines to automated replies, you’ll learn why these strategies often fail and what to do instead to convert more inquiries int
Listener Fave: The Real Reason You're Stuck in Your Business
Last week, we talked about them—your buyers. Their psychology. Their motivations. What makes them say yes.But this week? We’re turning the mirror around.Because here’s the uncomfortable truth: Too many business owners are building companies to please other people.Trying to match what their peers are doing. Trying to win over buyers who may not even be the right fit. Trying to make their business l
Listener Fave: What Motivates Couples to Buy
Today’s wedding couples aren’t booking vendors just for pretty pictures - they’re booking for how you make them feel. In this listener-favorite episode, we break down the emotional and psychological drivers that influence their decisions. You’ll learn why surface-level wants like flowers or photos are really about deeper needs like belonging, esteem, and connection, and how to uncover those needs
Selling to BTS Decision-Makers with Amrit Dhillon-Bains
Selling to BTS Decision-Makers with Amrit Dhillon‑BainsSelling and managing luxury weddings is hard enough. Add multiple decision makers, deep cultural traditions, and high emotional stakes — and it becomes a true test of your sales and client service skills.In this episode, Sam sits down with Amrit Dhillon‑Bains, founder of Anaïs Events, a Northern California–based planning and design firm specia
Say "No!" more often
Welcome back to the podcast! This time of year, so many wedding pros are deep in the ramp-up for busy season juggling timelines, emails, client meetings, vendor questions, and still trying to execute this weekend’s wedding on top of it all. It’s exciting, but it’s also exhausting. And if you’re not careful, it’s easy to say yes to everything… and end up with nothing left in the tank when it really
How to Build Executive Presence with Alex Carter & Anne Marie Nest
In this episode, I’m joined by negotiation expert Alex Carter and executive presence coach Anne Marie Nest for a conversation about what it really means to lead with presence. We talk about the myths around confidence, how to interrupt negative self-talk, and why executive presence isn’t something you’re born with—it’s something you can learn and practice. Alex and Anne-Marie share personal storie
It's Not Confidence You Need, It's Clarity
If you’ve ever felt stuck in your pricing, messaging, or marketing — this episode is for you. We’re digging into the real difference between confidence and competence, and why clarity is the missing link for so many creative entrepreneurs. You’ll hear why “fake it till you make it” rarely works in the long run, how competence builds true confidence, and what to focus on if you want better inquirie
Empower your Team with Pablo Oliveira and Eleanor Scola
What happens when a luxury brand scales without losing its heart?In today’s episode, I’m sitting down with Eleanor Scola and Pablo Oliveira from Nuage Designs to explore exactly that. You’ll hear how a hospitality setback led to the founding of one of the most beloved names in high-end event rentals—and how trust, humility, and shared values have shaped a thriving leadership dynamic. This one’s a
Building Expertise with Twah Dougherty
Success doesn't happen by accident. It’s done on purpose, when someone decides what they want with clarity and then maps out a plan to make it happen.Today's guest, Twah Dougherty, started her career as a wedding photographer with a very specific intention. If you asked her, she would say it was her vision - and a big part of it relied on building expertise in a few key areas for her busin
Social Media Strategy with Abby Jiu
Social media strategy is more than just posting pretty pictures.At least that's what we say at Duet Social Media, the new agency, Abby Jiu and I cofounded during the winter.I had Abby on a few months ago to discuss 2025 social media trends, and we had an outstanding response from the audience. On today's episode, we talk about how to create a strategy for mid and long-term success based on more th
How to Upgrade Your Ideal Client with Julian Leaver
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
Be the CEO with Brittany Lo
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 own
Outsource to a VA with Masterfully Managed
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
Build a Company Culture with Taryn Blake
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
Co-Own a Business as a Couple with The Masis
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 togeth
Business Strategies for a Tough Economy
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 r
Couples' Search Trends with Julie Novack
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 coup
Running a Business with Integrity with Elizabeth McKellar
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
5 Wedding Industry Myths - Busted!
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
Selling with Stories
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 epi
Talking about Budget with Potential Clients
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,
Plagiarism, a PSA to the Wedding Industry
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. Tun
Level Up into Luxury Panel
Sway Mastermind Alumni Panel
Next Level Luxury in a Tough Market
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
From Mid-Market to Entry Luxury with Erika Aileen
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
Custom Proposals with Erika Delgado
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
Discovery Call Questions
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 b
6 Simple Ways to Refresh Your Website
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
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