Have you been finding it’s getting harder and harder to communicate with Gen Z customers? Maybe you’re getting ghosted more often, or you find people are more resistant to hop on a Zoom call than they used to be? In the past, we’ve managed to stick to tried-and-true communication methods. Most of us have come to love communicating exclusively via email or our preferred software, where we can keep everything organized and never miss a beat. But the truth is that the times are changing, and so are our customers.
As a wedding business coach, I’ve noticed that this year has thrown a curveball for many in the industry. Bookings are slower, and the competition is fiercer. I want to share three ways to adapt your communication, especially when dealing with Gen Z customers, to help you book more couples!
1. Offer Up Text Messaging
If you just cringed a little, I get it. Let’s face it—adding another communication channel can be a bit daunting. Keeping track of texts on top of emails and phone calls is a LOT. But here’s the thing: today’s consumers expect it. If you’re not willing to text, someone else will be, and that could mean losing potential clients.
You’ve probably heard this before, but Gen Z thrives on immediacy. Texting offers quick and direct communication, making your response time feel almost instantaneous. Moreover, a text feels more personal and less formal, creating a stronger connection between you and your clients.
If right now you’re saying, “OK, Candice, but how TF do I manage this?” I highly recommend using tools like HoneyBook to streamline all your communications, which now INCLUDE text messages (y’all know I already love Honeybook, and I’m just so grateful they have this feature, to be honest). Whether you use Honeybook or not, you’ll need to figure out something to help you stay organized without feeling overwhelmed.
2. Be Open To Booking In The DMs
We’ve all seen those Instagram bios that say, “Please inquire via my website, not DMs.” And listen, I love a good boundary. But while that might have worked in the past, it’s becoming less accepted. Similarly to texting, Gen Z loves the immediacy of social media direct messages (DMs), and they often prefer to initiate conversations there.
There are good reasons for you to consider opening up your DMs too! First, DMs make you more approachable, which can be a great way to show off your modern, customer-centric business model. Your customers do NOT want someone who feels archaic and not “with the times,” and having conversations in the DMs is a great way to stay connected.
The second reason is that it’s a lot easier for them to inquire (which is a good thing for you if you wish you were getting more bookings lately!). For many, DMing is easier than filling out a contact form on a website. If your calendar is looking light, you need to meet your potential clients where they are.
With that said, I should address the negatives (which are likely what prompted the “Please inquire via my website, not DMs.” messages in the first place). How the heck do you keep track of everything?
While I don’t have a magic wand for you, I will say that you need to develop a system that works for you. Whether it’s setting aside specific times each day to check your DMs or using social media management tools, it’s your job as the business owner to adapt and make it work.
3. Offer Phone Calls Instead of Zoom
Listen – you’re not the only one feeling Zoom fatigue. After endless virtual meetings over the past four years, your potential clients may not be too excited about jumping on yet another video call. We all want to save time and just email, right? And while you might still need that personal touch to gauge if it’s a good fit, I want you to consider offering phone calls at the very least instead.
Phone calls feel less formal and less invasive than video calls, making it easier for busy couples to fit into their schedules. Plus, there’s beauty in the simplicity of it. Sometimes, simpler is better. A phone call can be just as effective for getting to know your clients without adding the stress of video conferencing.
While your customers might be more and more eager to keep conversation to text, DMs, and email, if you do insist on having a call before booking (which I think makes sense for ensuring a personality fit), a phone call might just be the happy middle ground you’ve been wanting.
Bonus Tip: List Your Prices on Your Website
As you adapt your communication styles to the changing times and Gen Z customers, there’s one more thing you should consider: listing prices on your website. Today’s couples are less willing to reach out without having at least a general idea of what you charge. I don’t make the rules (and some of them I don’t even like lol), but transparency is key in this digital age, and providing upfront pricing can set you apart as a trustworthy and straightforward choice.
Plus, listing your prices not only saves time for both you and potential clients but also attracts serious inquiries from those who are already aware of your rates. It fosters an environment of openness, helping clients feel more comfortable and confident in their decision to contact you. By showcasing your pricing, you demonstrate respect for their time and budget constraints, which can be a significant factor in building a strong initial connection.
Want to hear me talk more about the nuances of this? Watch this Youtube video here!
Adapting Your Communication Style To Book More Gen Z Customers
At the end of the day, adapting your communication strategies to cater to Gen Z customers in the wedding industry is no longer just an option—it’s a necessity. By offering text messaging, being open to booking inquiries via DMs, and considering phone calls instead of Zoom, you can better meet the expectations of today’s couples. And hey, I’m here to support you every step of the way!
Each month inside the Planner’s Playbook, I’m diving deep into one aspect of your wedding business so that we can all improve together, and offering office hours where you can come and ask me ANYTHING related to your wedding business (including how to appeal to more Gen Z customers and fill your calendar!). Get on the waitlist now for special bonuses when we open the doors next!
Ready to Elevate Your Wedding Planning Business?
We would love to welcome you inside The Planners’ Playbook, the membership for wedding planners who want to elevate the wedding industry and feel confident AF in their wedding planning business. From masterclasses and workshops to a deep-dive playbook being released every month, The Planner’s Playbook has everything you need to streamline your processes and save time. Plus – you’ll even get a discount on the CC shop!
Explore More Wedding Industry Resources
- Wedding Planners – Should You List Your Wedding Planner Pricing Packages On Your Website?
- How to Stand Out in a Crowded Market: Creating a Website for Wedding Planners That Get Results
- Want to Book Better Clients? Stop Marketing and Improve Your Client Experience Instead
- Wedding Industry Branding: How to Create A Recognizable Brand in the Wedding Industry with Brand Strategist Nicole Yang
- Should You Increase Your Price? How to Know When It’s Time to Raise Your Rates
- 8 Steps to Spring Cleaning Your Wedding Business
- How to Book Your FIRST Client as a Wedding Planner
- How To Build Your Portfolio As A Wedding Planner When You’re Just Starting Out
- Elizabeth McCravy On How To Create A Knock-Out Business Brand And Website
- Top 5 Blogging Tips For Wedding Pros
- 2024 Honeybook Review: The Pros, Cons, And If It’s Worth It
For More Wedding Planner Business Secrets Follow Me On Instagram
I’ve come to realize that many of us want to have a village, but we don’t recognize that we have to be a villager first.
My friend carla @c10ike is one of those rare exceptions and I want to introduce you to her!
When I started my planning business, I had no contacts and no real idea what I was doing. I was so green it makes me laugh to look back on it now!
And somehow, I got lucky enough to be taken under the wing of this incredible woman who showed up for me then when I was a little baby business owner, and has kept showing up ever since in more ways than I could possibly count.
She’s taught me so much over the years, and I don’t mean in the traditional sense of teaching someone something. She simply lived her life, and I paid attention.
She modeled what it means to be a friend.
A sister.
A daughter.
A wife.
A mother.
A business owner.
A boss.
I learned generosity by watching her be generous.
Compassion, connection, leadership… none of it came from advice. All of it came from the way she carries herself and the way she treats the people around her.
She has taught me more than she will ever know by the sheer act of living loudly and joyfully in every corner of her life.
I am so lucky to call her my friend. So lucky to be one of the many, many people she has been a villager for.
Carla thank you for letting me grow up right beside you. I love you. 🤍
DAY ONE // WPI Spring Retreat 💜
This was our first real day together! The theme of this whole retreat was refinement, so we wasted no time getting into it on Day 1!
The women shuttled up to my home, walked through the gate to mimosas and the biggest hugs, and got their welcome totes filled with goodies I curated from female owned businesses that were mostly local!
Then we settled in, did some tapping to manifest all the answers we needed for the week, courtesy of our very own @ashley.peraino (who couldn’t join us this year, but was SO THOUGHTFUL to record a video for us!)
I opened with a talk on complexity, discernment, and self-trust (today’s podcast episode, BTW) simplifying your business and actually trusting yourself to lead what’s left.
From there the room took over. We had three incredible member gives: @c10ike on trusting your creative instincts, @ininkweddings on refining your creative POV, and @welldressedevents on generating real revenue through Google Ads (it’s giving… LEADS 😉).
In between we had small group discussions, hot conversations about where instinct and POV are out of sync, a homemade Caribbean lunch, and an afternoon of poolside snacks and conversation.
This is what the WPI room looks like. A talented group of women who came with one big business question and spent day one getting closer to the answer while having fun and getting their brains stretched!
All these gorgeous moments captured by our retreat photographer + my business bestie @c10ike 💜💜💜
Do it or delete it.
I said this recently to a coaching client, and now it’s sort of become our mantra inside WPI, because almost every business owner I know has a to-do list with 47 things on it (the same 47 things that were on last week’s list, and the week before that).
They don’t get done. They just travel from week to week collecting guilt, and that guilt somehow makes it even harder to get anything done at all.
After years of coaching women through this, you start to realize that most of those tasks don’t actually have dire consequences if they never happen. They just feel important because they’ve been living on your list rent-free for six months.
I want you to look at your to-do list right now and choose.
You do it… meaning you do it right now or at the very least put it on the calendar with a real deadline.
You delegate it… but only if it’s actually worth someone else’s time, not because you’ve been avoiding it and want to make it someone else’s problem.
Or you delete it… and I mean actually delete it, not shuffle it to a “someday” list where it will haunt you until 2027.
The guilt you feel about your undone tasks won’t go away if you magically “get more productive.” Instead I want you to see it for what it is: a list-curation problem.
What’s one thing you’re deleting today?
PS: I can confidently say these @aritzia sweatpants are 10/10
Syd from @ininkweddings spent $$$$ on a rebrand... and a year later, her gut told her to do it again.
She listened, and that’s how Messy Luxury™ was born.
The Behind the Brand series is BACK on the podcast, and this episode is one of my favorites yet. I’m excited to introduce you to Sydney Meyer (AKA ya girl, SYD) – a talented, vibrant, and dynamic wedding designer / planner based in Austin but serving clients worldwide.
I’ve been coaching Syd inside WPI since 2022, so I’ve had a front row seat to her evolution.
I’ve gotten to watch her build an iconic brand from the inside out, and it’s been one of the great joys of my coaching career. I’m so excited for you to hear her journey and some of the interesting twists and turns she’s encountered because boy, are they RELATABLE.
In this episode, we get into:
- What inspired her to start In Ink
- Why her first rebrand still didn’t feel right and how she knew
- The rock-bottom moment that forced her to build a business for HER, not everyone else
- How she trademarked Messy Luxury and turned it into the most recognizable design philosophy in Austin
If your business doesn’t feel like you anymore or if you’ve been searching for your unique creative POV, you’re going to LOVE this week’s episode!
Drop MESSY LUXURY in the comments and I’ll send you a link to listen!
A special shout out to all the photographers whose images reflect Syd and her great work: @alicialeighphoto @anastasiastratephotography @fallonstovallphoto @lightasgold @natalienicolephoto @haleyfolkman.photo @c10ike
All, Growing a Business, Ideal Clients, The Client Experience, Things to Do Better, Wedding Industry Marketing
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