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
12 years of being the luckiest girl on the planet.💜 happy anniversary to the person who makes everything about this beautiful life we have possible.
📷 @c10ike
DAY TWO // WPI Spring Retreat 💜
If Day 1 was about getting closer to the question, Day 2 was about getting honest with the answer.
We came back together over mimosas and morning hugs (a WPI staple at this point 😉) and got right back into refinement — this time turning the lens inward. What are you actually building? And are your standards, your pricing, and your daily reality all telling the same story?
The member gives went THERE. We talked about how a systems strategist can help you untangle your process, and how saying no (A LOT) helped two photographers book better weddings.
I spoke about two important topics: setting standards and nervous system – two topics that have become very important inside WPI!
In between these conversations was room for the good stuff: small group breakouts, real talk, a few happy tears, a homemade Caribbean lunch (those pressed sandwiches 🤌), and an afternoon of feet in the pool and brains fully stretched.
Not pictured was the homemade Guac I whipped up and other poolside treats!
All these gorgeous moments captured by our retreat photographer + my business bestie @c10ike 💜💜💜
You might see the highlight reel and think ending up here was always my plan all along but you’d be wrong.
Like any good career, there have been lots of pivots and hiccups, and lessons that had to be learned the hard way.
Not seen here? The time…
- I forgot to add chairs to a rental order and ended up footing the $2,000 bill
- A client sat across from me crying that I ruined her wedding because her parents table had a low centerpiece
- I had to borrow $4,000 from Grandma Vera to make payroll, because I didn’t pay attention to my numbers
- About a hundred “dream clients” hired a different planner than me and I felt like an absolute failure
- I cried in my car before a wedding because I was completely and totally overwhelmed with the amount of responsibility on my shoulders (OK, maybe I did this more than once)
- My seasonal launch of The Planner’s Playbook completely bombed and I felt like my entire business was falling apart
…and roughly 700 other moments I’ve chosen to leave off the highlight reel.
So if you’re at the messy, nothing’s-working stage right now? Just know that if you have been to one wedding in your life, you are starting with more experience than I had.
I’m getting ready to embark on an exciting new chapter that I cannot wait to share with you… it’s big, and scary, and I’m sure in another few years I’ll have a lot more lore to share… but in the meantime…
Cheers to all the ups and downs I’ve experienced over the last 19 years!
And a special thanks to the photographers who made a lot of this lore possible: @c10ike @allanzepedaphoto @stevedepino @withincreative @robertandkathleen @thebrandedbosslady 💜🫶🏼😘
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. 🤍
All, Growing a Business, Ideal Clients, The Client Experience, Things to Do Better, Wedding Industry Marketing
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