Candice (00:02.456)

Hey, it's your coach Candice. There's a study from Harvard Business School by Gerald Zaltman that found 95 % of purchasing decisions happen in the subconscious mind. That means your clients are not making decisions the way you think they are. They're not sitting there with a spreadsheet comparing your photography services to another photographer and comparing hours, packages, and deliverables. At least not

Luxury buyers. Today, we're talking about how luxury buyers actually decide how luxury level wedding couples make decisions about what vendors they want to hire and why your marketing isn't matching. So if you felt like you're doing everything, quote unquote, right in your marketing, you're showing your work.

You're listing what you include, you're explaining your price, you're educating on the value, and you're still attracting clients who question you or compare you. This episode is going to be eye opening for you. It matters so much right now. I get a lot of questions from wedding pros about this.

So many people are at a phase in their business where they're looking to move into a more luxurious market. They're looking to either go from more budget clients into higher end clients or even move up the ladders within the luxury market to work with people who more affluent and have more money to spend. And it's obvious why people want to do that because working with clients who are broke and can't afford

your services or afford to invest in elements of their wedding causes a lot of tension and causes a lot of friction. That and the fact that the wedding industry is more saturated than it's ever been, it's not a bad thing, but it's a fact. Couples are more informed. We've talked about this many times. They're more selective. They're more discerning about where they spend money, even people with money. So if you don't understand how your ideal client decides,

Candice (02:18.018)

how they decide to work with someone like you, you're going to keep attracting the wrong clients. So today's episode is for any wedding pro who's ready to elevate their positioning, attract better, more luxury level clients, and stop feeling like you have to prove yourself to be chosen. Let's get into it.

Candice (02:42.242)

Well, hey there, friend. Welcome back to the Power and Purpose podcast. If you are a returning listener, as always, I'm so glad you're here. Thanks for tuning in for another week. And if this is your very first time listening to my podcast, welcome. Allow me to be the first as your host to welcome you. I'm so glad that you picked us up and you're listening to this episode. I think you're really going to enjoy it around here. So make sure you hit the follow.

button, whether you're listening on Apple podcasts or Spotify or somewhere else that I don't know about. So you don't miss any of our future episodes. have fantastic conversations around here, like the one we're doing today. And listen, if this podcast episode resonates with you, I want you to do one of two things. I want you to reach out to me on my Instagram at Candice. Coppola share with me your thoughts on today's episode. Even if it's like girl.

All the snaps you clocked today's episode. loved it or something that resonated with you. I'd love to hear and maybe send it to a friend, somebody who you've been chatting with a business BFF who has been expressing to you that they're just attracting budget clients and they don't know what they're doing wrong. Say, Hey, start here. Listen to Candice's podcast episode on this. So as you know, today we're talking all about how luxury buyers actually decide. This is a pretty big conversation.

Think about this as like sales 101 for luxury buyers. That is what I'm trying to present to you today. I do think we're gonna have more conversations like this one throughout the year, especially if your feedback is strong on this and you wanna hear more. There's a lot to this. There's a lot to unpack and you're gonna see just what I mean in a minute when we get into it.

So this episode is sales 101 for luxury buyers. And even if you are currently in the luxury market, booking consistently, I think you're going to really appreciate the conversation around this today. So let's start here. This is where most wedding pros get sales wrong when they are shifting into a luxury market or trying to exist in a luxury market.

Candice (04:56.27)

Most people start a business having no idea about ICAs, niches, markets. They're just launching a business. Eventually we become aware that there are a certain type of golden client we want to work with and they often have more money. I like to say your ideal client is you, but with cash, like dripping in cash.

As you shift markets and as you continue to shift markets, most people think the problem is they need more leads, they need better inquiries, they need to raise their prices. How do I know this? Because this is what people come to me with all the time. They think this is the solution to be successful in a market with a higher budget. But the actual real issue is you don't understand

how your new ideal client actually makes decisions. And so here's what you do. You add more information to your website, to your service packages, to any touch points or interactions someone might have. And by more information, I mean you go to town when it comes to put in text on your website. You love a block of text. A lot of info.

You over explain, you add more deliverables, more services to your packages thinking, if I give them more images, if I give them more hours, if I give them more second shooters, if I give them more planning hours, more meetings, more doodads, more shit, more flowers, and you add a lot more justification. And then you wonder why your clients ask more questions, push back on pricing and compare you to others.

And so earlier I mentioned that there's a Harvard study and this was conducted by Gerald Zaltman and it found, he found that 95 % of purchasing decisions happen in the subconscious mind. That means that your clients are not making decisions based on all the things I just listed on the logical side of their brain. They're making decisions in the subconscious mind. They're not sitting there with a spreadsheet

Candice (07:15.65)

comparing hours, packages, deliverables, and instead they're deciding based on feeling, identity, trust, and perception. And then they use logic to justify this afterwards. Most wedding pros build marketing around logic. They think if I just keep showing people and telling people and showing them everything they get,

They're going to logically say to themselves, duh, why wouldn't I want to hire this invitation designer? Look at all she's going to do for me. But your buyer, your luxury buyer is deciding emotionally. And unless you take this into consideration, you're always going to feel like you're chasing the sale. And also, you're always going to feel like you're losing, like you can't

quite figure out why people aren't saying yes to you because you're doing so much for them. Like how could they not see the value in all that you're providing in all your experience and everything you say you're going to do? Well, it's because you're not itching that part of their subconscious brain linked to feeling identity, trust and perception. So that brings me to how human beings actually decide.

And I want you to think about this like kind of operating systems. Okay. So let's make this make sense. You've got system one and system two. Okay.

We have two decision making systems. Decision making system number one is fast, emotional, and intuitive. It's immediate. It is often identity based. It's gut driven and it often is effortless. We just know. You know, I have a great client. Her name is Kim. Shout out to Kim listening. And Kim would tell you.

Candice (09:13.674)

Like I make decisions quick when I know what I want. I don't need to be sold to you, although she does enjoy being sold to. But she makes decisions like this. She's fast, emotional, and intuitive. When she's ready, she's ready to buy. System number two, or operating system number two, is slow, logical, and analytical. It's comparative. It needs a lot of justification.

also needs a lot of effort. And the key is this, your luxury buyers lead with system one and more affordable buyers rely heavily on system two.

So what this looks like is an affordable buyer will say, let me compare options. What's included? Is this worth it? A luxury buyer says, this feels right. I trust them. This is my person. Luxury buyers don't need you to provide them with an encyclopedia worth of information to make a decision. They need it to first feel aligned. Do they go off of vibes? In many cases, yes.

They trust their gut, their intuition, what they're pulled to and what they're drawn to. And this is much different than the affordable buyer, which is what most wedding pros are used to, especially as they launch their business. often work with a more affordable buyer and then you get in this dysfunctional relationship and you build a business around proving yourself to the affordable buyer.

when you really need to transition your business, your brand, your services, your sales process towards the luxury buyer. So let's take a look now at these two buyer psychologies a little more in depth. The affordable buyer is looking for optimization. They're comparing options, they're seeking value, they're comparing price, they want reassurance, they're afraid they're going to make the wrong decision.

Candice (11:26.534)

And when you look at behavioral economics, there's something called loss aversion theory. And that simply means that people are more motivated to avoid loss than gain. They want to avoid pain before they seek pleasure. And so an affordable buyer is looking to avoid loss before they want to gain something or have something that

seeks pleasure. They're more loss driven. So this is buyers thinking, I don't want to overpay. I don't want to make a mistake. And their decision making about who they hire is about minimizing risk. And I know you are connecting dots in your brain right now. And you're thinking, holy shit, she's right. The people that I talk to that are the people I don't want to work with anymore are all about minimizing risk. They want to reduce my package. They want to reduce my price.

They want me to do less so they don't have to pay as much. They want to take on things themselves. They say, I can do my day of paper. I can do my invitation assembly. I can do my RSVPs. I can edit my photos. Like sure, babe. You're going to edit your photos. Just give me the raw files. I'll edit it. I'm a content creator. Their decision is about minimizing risk. Where the luxury buyer is more about curation.

The luxury buyer thinks differently. They filter. They filter. They don't compare. It's not about comparing you against five of your competitors to figure out which one is going to minimize risk. They're filtering through different businesses, and they're deciding based on their identity and what your service is hiring you. Having you on the team says about their identity. It's a status symbol to hire you.

You know, when people hire me as their business coach, I very strongly believe and know that they not only want to be a part of my program, but I help them to elevate their status. They're working with me. They're part of my mastermind. And for those who know, know that's a pretty awesome thing to be a part of. And they want to tell people about it because it helps to create their identity.

Candice (13:49.846)

and gives them proximity to status. Your business should be doing the same for your ideal clients. But back to luxury buyers. They trust their taste and they value experience. They value the experience you bring, your creative point of view over explanation, over the encyclopedia worth of information that quite frankly they're not interested in looking at.

Candice (14:20.706)

Luxury purchases are driven by emotional connection, brand identity, and self-expression, and their decision is about reinforcing their identity. They buy from brands that reinforce their identity as insert the blank type of person.

Affordable buyers look for optimization. They're adverse to risk. They don't want to make mistakes. They want the best deal. Luxury buyers are reinforcing their identity and want the purchase to say something about who they are. And I think what's going to help you contextualize this even better

is for me to give you some real brand examples of luxury versus affordable brands that you can identify with. So I've put it together a couple of examples that I think you'll appreciate. We're going to start with Coach. I actually saw a really, and I included Coach here as a luxury brand. And before you put your nose up, let me tell you about Coach. Coach has made a comeback. The creative director of Coach is not messing around.

Coach bags are quite frankly, 10 out of 10. I own two of them, okay? So, and I also have a Birkin, all right? So I have the Tippity top and I have Coach in my collection because they're that good. So I know Coach for a while we were like, oh, Coach is a luxury, babe, at these prices and in this economy, you better believe it is. But however, Coach is introductory luxury when you look at all the luxury brands and it's still worthy of inclusion here.

And that's because I saw a video as I, as you do when you're schooling TikTok and it was from the creative director of the band, not the band, the brand. And he was being interviewed about coach and why somebody chooses a coach bag. And he said, a bag's job is simple. It carries your stuff. A plastic grocery bag technically does that. And believe it or not, there are people on this earth who choose to carry things in a grocery bag, not out of necessity, but they just don't care about purses.

Candice (16:35.456)

So why coach? That was a question. Why coach? He said, well, coach reflects style. It signals identity and it creates a feeling. And we're not selling the bag. We're selling the person you become when you carry it. And that's pretty much a summary of most luxury brands because we don't need to buy a $4,000 Balenciaga bag to hold our shit. We don't.

But why do we? Because let's be honest, the rodeo bag is gorgeous. She's currently on my wish list. So that's one example. But let's take a look at something that you might consider more luxury, which is Chanel. Chanel doesn't explain itself. It doesn't seek to compare its brand to anyone else, and it doesn't justify its price. And Chanel goes through multiple price increases a year, and they do not give one flying fuck about whether or not you think

their quilted bag, their jumbo double flap is worth the $10,000 they're charging for it, which by the way, it's not. The quality has gone down at Chanel. It's not great. If you're looking to buy a Chanel bag, get it vintage. back to the point. Chanel controls access to its products based on its price. And you can't just walk into a Chanel store and buy necessarily

a Chanel bag. It's not quite like Hermes, but it is a bit restrictive and you have to develop a relationship with an SA, you know, the latest Chanel bags that came out, you know, some people are rushing to get them, but they're not available because they're available for their best customers first. So they control access that allows them to maintain a mystique and it helps them lead with identity. When you throw a Chanel bag over your shoulder, you're communicating something to the world.

You're communicating something based on its color, the style you chose, whether it's a boy bag over a classic flap, whether it is the Waladon chain or the Chanel 25 or one of their newer bags, you're communicating something about yourself. The thing about this is that Chanel doesn't need to convince you to buy its bag. They assume that you already understand what you're getting and what this bag is going to say about you.

Candice (18:56.458)

Let's look at affordable brands and we're going to start with Target. I know that there's a large Target boycott and a lot of people aren't shopping at Target. So I hear you and if you are boycotting Target, good for you. But with that said, Target is still a store that a lot of people identify as maybe being a luxury side of retail, especially when you compare it to something like Walmart. Target feels more high end, but Target is an affordable brand and they sell affordable brands.

So Target sells value, accessibility, and smart decision-making. Target wants you to feel smart when you shop in their store. You can see that through their messaging. Designer look for less. Limited time collaborations too. They collaborate with big names, names like I've seen Kate Spade at Target. So they love a collaboration which helps to bring in affordable buyers who want a luxury look for less. They love to do seasonal drops which helps to develop interest, but it's still...

value-based, accessibility-based, and most of their marketing is about making smart decisions. They sell the feeling of, made a smart choice. I shopped at Target and I bought this and I made a smart choice. Similar to Old Navy, which I consider to be an affordable brand that, you know, most people shop from. Old Navy sells deals. They love a good sale. I mean, when there's, when is there not a sale at Old Navy?

Like if you walked into Old Navy and there was nothing on sale, like girl, you better walk out. You better not buy a lot or maybe you should buy a lottery ticket. You better make sure that the world is still rotating. But Old Navy sells deals. They sell volume. They sell price anchoring. And this helps you to justify the purchase. You're like, well, I mean, I spent $4 on this t-shirt. If I get

10 wears out of it, that's like, you know, less than 50 cents a wear. You're able to justify the purchase and not only that, but you're not just buying a $4 shirt. You walk out of there spending $400 because you're like, it's too good of a deal. I gotta buy it. know, grandma Vera, the ultimate shopper, grandma Vera was an Olympic shopper, by the way. She was a, had a PhD in shopping.

Candice (21:20.142)

She's where I get my shopping from. I mean, Grandma Vera would get a coupon for Macy's for $5 off your purchase. And she would go into Macy's and spend $500 to save five bucks. I know you can, I know you've had a Grandma Vera moment, so I know you get it. This is what Old Navy does. And it's smart because it works. Another brand that we can look at and the final brand is Apple.

Apple wins on simplicity, experience, and also identity. They don't overload you with things like specs. They really focus more on the aesthetic, and you just know Apple is going to work well. They have that reputation. And it is so interesting because, I mean, if you own a PC, that says something about you. But if you purchase Apple products, that says something different about you.

Target and Old Navy are going to sell by proving value, which is what a lot of wedding pros do when trying to reach luxury, and it's why they fail. brands like Chanel, Coach, Hermes, Balenciaga, Prada, Gucci sell by reinforcing the identity you assume when you wear those clothes.

I also want to just layer something else in here because this is also important. When we think about brands and the brands that we just talked about, we didn't read a single word from Chanel's website to understand its luxury. We did not need to analyze Apple's website to know that it is a premium tech brand. And I'm assuming you don't need a breakdown of coach to understand the vibe that they're rocking with at this present moment.

So why is that? And it's because their visual identity does a lot of the heavy lifting and visual identity is exceptionally important. know, brand designers go on and on about this. And I think sometimes we just don't listen because we get branding is important. But when I tell you your visual brand in the luxury market,

Candice (23:44.276)

is probably the most important thing. I am not exaggerating.

Not by a little bit. We've talked so many times about the wedding industry being visual. The eye is what buys. And studies in neuro marketing show that visual processing happens a lot faster than text, than reading text. So the brain processes images in as little as 13 milliseconds, which I mean, I'm no timekeeper, but that seems pretty fast.

So before a lead is reading your pricing, landing on your service page, looking at, you know, your 15 step booking process, which by the way, needs to go before they're comparing any of that, they've already decided based on how your brand feels. So if your visuals are busy, cheap, inconsistent, generic, uh,

Dated a lot of times. my god It's just the style is so dated like we've got to keep branding current with what's happening in weddings and home design and fashion Like yes, there does need to be a trend element to it So dated data is doing you no favors You know, I got an irate email from somebody that was responding to one of my nice

pleasant emails and it was quite irate telling me that they're not booking any clients and they're doing everything right. And how dare I, you know, sell them, try to sell them something. It was, it was definitely special. they were obviously stressed out and I went and looked at their website. I'm like, okay, let me just check on this person. And I'm like, okay, no wonder why nobody's hiring you. Everything is so dated and it looks like it was made in 2008.

Candice (25:43.278)

Like who you've got to modernize your business and so brands can last you two three years if you're really good at branding it can last you longer and if you really know what you're doing and you understand visuals it can last you longer but outdated websites and brands kill sales quick and So if your visuals are busy if they're a generic they're inconsistent. They're cheap-looking you did it yourself

And no offense to you, you did what you had to do to start your business, but you've got to up the thing here. Now it's time, especially if you want to work with clients with lot of money. Or it's dated and you're not reflecting a clear point of view about your brand, you're creating confusion. And confused buyers don't convert. They don't. Donald Miller says, if you confuse, you lose. Don't forget that statement.

When you're creating marketing, when you're writing website copy, when you're building your brand, when you're creating your services, remember that in your head, me saying it, if you confuse people, you lose them. I started telling ChatGBT to write at a fifth grade reading level. And it actually has done wonders. You can write simply and work and be in the luxury industry. You don't need to be writing some like arbitrary, you know, King's English bullshit. That's not what you should be writing. It should actually be very simple.

But you can't write your way into luxury positioning if your brand doesn't visually support it. And in fact, you could have hired the greatest copywriter, but if their copy is not placed on a page that is designed to convert visually, it is going to fall flat and it's not going to do anything. And if anything, think about it like this. If somebody hears about your brand from a known source, a trusted source, and they're like, my God, Candace is amazing. She's the best wedding planner in the state of Connecticut. She's fantastic, which is no lies detected there.

She's fantastic. You need to hire her. And this person's like, all right, well, I got a million dollar budget. Can she handle it? And they're like, oh yeah, she works on million dollar weddings all the time. And they go to my website and they do not visually see what they're looking for, what they expect, what has been recommended to them. Do you think they're going to hire me? No. That immediately creates mistrust. And then what happens is it creates a bigger reaction. And they're definitely not going to hire me.

Candice (28:07.808)

And as you know, we're in a trust recession. So we have got to match these things back. We're going to go a little deeper in, into all of this in another episode, because there are some specific visual mistakes that I see a lot of wedding pros making that I think if we could walk through, you would know better what to change. And you could identify and kind of like audit your visuals to make sure that they are geared towards a higher end client. So visuals matter a lot.

Circling back to the problems that I see, just to reiterate, most wedding pros raise their price and say they want luxury clients, but their marketing still sounds like you get 10 hours, we include, here's everything.

What that signals to a luxury buyer is if you're over explaining, it tells me you're unsure that you need to justify your pricing, that you're not confident that you're competing and in some cases auditioning for the role. And a luxury buyer does not want to hire somebody who's auditioning. They want to hire somebody who is very confident in what they're presenting and knows what they're doing.

So if your marketing is feeling like you're pitching and you're not confident in what you're saying, people can read and feel that luxury buyers are smart buyers. All buyers have generally become smarter buyers. And if people become skeptic about you, what you're capable of, you're going to lose their trust and they're not going to buy from you. Remember, no like trust. They could know you, they could like you, but if they see something that doesn't quite match back,

you're going to lose their trust and they're not going to buy from you. And this happens subconsciously all the time. So what I want you to do is shift. If you are doing this, if you are trying to prove yourself, we need to shift from proving that you are qualified for the job into positioning yourself towards the right people.

Candice (30:21.142)

And it's a simple shift, but it's pretty powerful. Instead of focusing on what you get, what's included, why we're worth it, over explaining, focus on who it's for, what you believe, and what you're known for. By the way, if you're not known for anything specific, that is the first problem I would fix here, because then dominoes all start to fall into place. I actually spoke about this in depth with my mastermind.

just this week on Monday. Perhaps a podcast episode will come at some point about that. Perhaps not. But I go live every Monday inside the Facebook group for my mastermind. And I always bring up a topic, an idea, a thought. I teach. And it's great. A lot of great ideas for the podcast are born there. And we see it through inside the mastermind. Just a little side note. OK, so high end buyers respond more to authority.

expertise, reputation. And reputation is built through repetition. So don't forget that. In order to build your reputation, you need to do repeatedly the right things. They're not drawn to over-explanation, over-delivery, over-justification. And this is what I see over and over and over again with wedding pros who are trying to level up.

and who are not getting the right clients. They're continuing to get low budget clients. Now, AI is leveling skills. And this is something that we've talked about and will continue to discuss because I do think that the mid market is getting squeezed out. And you're either going to have to work on a super budget basis or move into a luxury level.

We have a more saturated market because AI is leveling skill. Not only are customers able to do things with cloud and chat GPT, but more people are launching businesses using those tools. People have more access and more information than ever, which is incredible, but I'll tell you people are more stuck than ever. Information overwhelm is definitely a thing. And out of all of this, I want you.

Candice (32:42.136)

to focus on building a stronger perspective about who you are, who you're for, and what you're known for. Focus there, start there, and look through your branding, your copy, your website, your sales decks, your brochures, your landing pages, whatever it is, and start curating a different

more luxury experience for the buyer you're trying to attract.

And don't forget that it's not just words. You are over explaining a lot, but it's not just words. You've to simplify that, but you also have to understand they're experiencing your website, your branding, your logo, your imagery, your overall aesthetic, the vibe of your brand, your tone, colors, images of your work, and all that is communicating something instantly. Instantly, instantly.

It is communicating or not what you want is a different story. So if a dream client landed on your website right now, would they feel that your work is elevated? Would they feel like the process has been simplified for them? Would they feel like they can easily see what you're known for? Would they feel understood? Would they feel confident in your taste, in your aesthetic, in your ability to deliver a high end experience? Or would they feel like they still need to kind of dig to figure all of that out?

or worse would they land on your website and be like, no, this person is not at the level that I'm looking for. Their branding looks cheap. Their copy looks cheap. Their images don't align with the style wedding we're having. It looks cheap.

Candice (34:34.666)

This type of buyer does not want to work hard to understand you. And in fact, they can read you very quickly. They want to feel it immediately. And they want your brand to communicate to them that you know what you're doing, that your style matches theirs, and that hiring you.

would speak to the identity of who they are or who they want to become.

Candice (35:07.502)

So here are some questions for you to ask yourself. Maybe write these down and stick them on a sticky note on your computer, at least one of them, if not all of them. So first, are you marketing for reassurance or are you marketing with confidence? I can see the difference, and I know you can too.

Candice (35:34.54)

Sometimes it's hard to look inward and see what we're doing. It's easier to judge others. And I'm giving you permission to judge other people and look at what vendors you know, how they're marketing their business and who's doing so with confidence versus who is trying to reassure. I know what I'm doing. I'm providing you with great value. Don't you want all of this? You'd be silly not to want to buy this. I'm going to be your best friend. I'm going to help you do all these things. I see that a lot.

Hire me as your photographer, I'm going to be your best friend. Luxury clients don't want best friends as their photographers. They certainly wanna develop a nice relationship and feel like they can trust you, but they're not out here looking for a new best friend. So.

marketing for reassurance or confidence. Are you explaining or are you leading? you guiding? There's a difference. Are you mansplaining shit to people or are you leading them? Are you guiding them like an expert? Do you find that your clients trust you or do they evaluate you? And if your dream client landed on your website right now, would they feel seen?

Would they feel like what they're looking for is represented in your work, in your brand? I think there's a level of business where the shifts we're talking about today become non-negotiable and you have got to focus on growth in how you position yourself, who you position yourself to.

and making decisions about your brand, your business, your positioning, all of this is extremely important. And we do a lot of this work inside my mastermind. So if you are interested in getting my support on this, because I'm going to tell you the truth. I'm going to tell you the truth.

Candice (37:35.414)

If you're interested in getting my support, there's details on how you can sign up for the waitlist for WPI and learn how you can apply, which by the way, we have some availability inside the mastermind, which doesn't happen often. So this is something that you could potentially apply and join in the very near future in the next 30 days. Inside WPI, we work on your voice, your positioning, the authority that you're bringing, your style.

and what you need to be known for, what you want to be known for.

So if this is interesting to you and you want to learn more, go to weddingproinsiders.com or click the link inside the show notes. All right, so before we wrap up, I want you to pause and think about what stood out to you today in this episode. Was it the way your clients actually make decisions? Maybe you realize that your marketing has been trying to convince people instead of lead people to the right decision. Whatever it is, I'd love to hear from you. So pull out your phone, especially if it's right next to you and my voice is coming out of it.

Open up your Instagram, message me your favorite business coach and share with me if this episode helped you, what stood out to you, if you liked it, and if you have any questions too about what we talked about, your question could prompt an entire podcast episode on this topic.

And if you're ready to elevate your positioning and attract more aligned clients, you know where to find me. Sales 101 in the luxury market. We have cracked something open today. I've given you some things to consider and think about. This is just the beginning and the start of this conversation here. And I look forward to continuing the conversation and sharing with you more observations because I have a lot more to share. And we have literally just shaved

Candice (39:30.88)

shaved the tip off of the iceberg here. There's so much more fascinating information on buyer psychology, things that you can do in your sales process, small shifts that you can make, tweaks that change how people perceive your brand and whether or not people buy from you. So thank you for being here. Thank you for doing this work and for building a business that reflects who you actually are, who you really are. Thank you for

always trying to level up your skill set to be the best business owner you can be, but also the best wedding pro. I see the hard work that you're putting in all the time. see your questions. see your reflections. I see your marketing and you're, as always, you're one of the good ones and I'm grateful that you're in our industry and leading our industry. I hope

Today's episode has been helpful. I wanna remind you as always, there's so much power in your purpose and I'll see you next week.