Own Your Business

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

The wedding industry is facing unique challenges as booking couples becomes harder. Experts discuss adapting to declining marriage rates and the importance of resilience. They emphasize community support and collaboration for navigating these changes. Insights into evolving consumer behaviors reveal a need for vendors to adjust strategies amidst fierce competition. The conversation also highlights the critical role of transparency in pricing and the necessity of educating clients for better engagement and trust. Networking is celebrated as vital for future growth.

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.

In this conversation with KT Merry, a renowned wedding photographer specializing in ultra-luxury events, listeners gain insights into the evolving landscape of luxury weddings post-pandemic. KT shares the changing priorities of couples and the importance of emotional intelligence in client relationships. The discussion highlights resilience in the industry, effective marketing strategies, and the critical role of exceptional customer service. KT's educational program, The Abundance Plan, is also mentioned as a transformative resource for aspiring luxury photographers.

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.

Discover the art of effective communication in sales and how it’s more about how you say things than what you say. Explore nonverbal cues and vocal techniques that create genuine connections with potential clients. Uncover the essential elements of building trust during discovery calls, focusing on price, project, and personality. Learn the top skill you need to master for truly connecting with couples and elevating your business.