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Lessons in Business

The #1 Reason Why You’re Not Booking The Right Wedding Clients (And How To Fix It)

March 16, 2021

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I'm Candice, your new tell-it-like-it-is BFF (and purpose cheerleader). Are you ready to grow and scale a profitable business with purpose–and one that gives back to your meaningful life? Thought so!


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*cues up to the bar* Let's start the tab, shall we? Take the quiz and find your brand cocktail for success.

You're probably wondering how to book MORE weddings in your wedding industry business. But not just any kind of weddings or clients. You want to book the *right* clients–the kind of customers who appreciate your work and have the money to back it up. Not only that, you want to know how to get high-end wedding clients because you're ready to upgrade your customers and grow your business to the next level.

But how do you book better weddings and how do you get high-end wedding clients?

First, we have to talk about why you're attracting the WRONG people.

If you’re in the wedding industry and you’re NOT booking the right clients (you know, those customers you’re DYING to work with but can’t quite seem to catch), you’re in luck. In this article, I’m sharing with you the number one reason why you’re NOT booking the right wedding clients–and how you can fix it.

There are lots of reasons why you might be attracting the wrong people. I help wedding pros build a profitable business with purpose–and over the last 8 years of coaching wedding industry creatives–I've discovered the number one reason why they're not attracting high-end clients.

Want to know the reason why?

It's because they're stuck trying to appeal to everyone.

I'm willing to bet that you're doing the same.

Hear me out: if you want to book better, high-end wedding clients… you need to pick a lane. But before you do that, we need to have a little heart-to-heart about your scarcity mindset, because *THAT'S* what's holding you back from booking the high-end clients you want (and deserve!).

WTF is a “scarcity mindset”?

A scarcity mindset is a belief that you will never have enough of something. And in this case, we're talking about clients and money. When you operate from a scarcity mindset, you believe that you have to take *this* job because you don't believe there's enough work for you to say NO.

Yeah, YOU are not willing to say NO.

And instead, you’re saying yes to whoever contacts you because you’re scared that there isn’t enough business out there for you. You deserve to have wedding couples who value the work you do and are willing to pay top dollar for it. In fact, you could be booking them right now— but the problem is, you’re not willing to say no.

If you’re in the wedding industry and you’re NOT booking the right clients (you know, those customers you’re DYING to work with but can’t quite seem to catch), you’re in luck. In this article, I’m sharing with you the number one reason why you’re NOT booking the right wedding clients–and how you can fix it.

If you’re just getting started, you might believe that you *have* to take these less than ideal customers (because that’s how everyone starts, right?! WRONG.)

Or if you're a few years into your business, you've amassed a portfolio of less ideal clients… and now it's all you can attract (even when you try to *pretty up* their wedding in your galleries by strategically leaving OUT that ugly centerpiece their aunt made).

If you're operating from scarcity right now, saying YES to people you KNOW you shouldn't be working with, then your first step to book better, high-end weddings is to start saying no to work that doesn't serve you.

How do you book better weddings?

The first step is saying no to bad weddings and getting rid of your scarcity mindset. If you want to book better weddings, you need to start saying no to the customers who don't align with where your business is going. It’s hurting your business, your creativity, and your bank account.

There was *ONE* time in my career where I knew I should say no, but I said yes to a shitty client. I wanted the money (I have expensive taste in handbags) and I paid dearly for it.

That bride almost broke me. But I learned a valuable lesson.

First off, not all money is good money. Just because a check cashes doesn’t mean it’s good… And then second, if I wanted to *NEVER* work with a client like her again, I needed to fix my mindset. You gotta do the same.

Listen— saying no is scary. Waving goodbye to the only kind of clients you’ve ever worked with on a hope and prayer you’ll hook higher-end clients is terrifying (raising your price is pretty damn scary too, but we’ll get to that another time).

But if you’re going to continue to say yes to weddings..

  • at less than ideal locations…
  • that have a shit ton of headaches and BS…
  • with clients who can barely afford the wedding they’re having…
  • so they ask their aunt to do the flowers (and btw, they look like shit)
  • and they’re begging for discounts like you’re a charity…

Then you’re going to keep attracting those same clients.

Shitty clients are like magnets for more shitty clients.

Round and around we go— in a cycle of less than ideal customers whose weddings in your portfolio attract the same kinds of customers. Over and over again.

Here’s the good news. You can make a change (like I did) and start saying NO to work you don’t want to do anymore.

Stop operating from scarcity, making broke decisions because you don’t believe there is enough for you.

And instead, step into the belief that there are good clients out there. Heck, there are freaking GREAT clients out there— and they’re waiting for you to step up and start talking to them.

How do you get high-end customers?

All right, by now you know that you need to stop with the belief that there are not enough high-end, dope wedding clients out there for you.

So if you want the kinda clients who…

  • Get married at venues and locations you’ve always dreamed of working at
  • Have a budget that can afford all the trimmings
  • Pick up the bar tab (and then some).
  • Value your work and expertise because they KNOW they hired the best
  • Have weddings that are so dang pretty, magazines are calling *YOU* to feature it
  • Are so good they’re actually freaking nice (and they respect your boundaries)
  • Make you the talk of the town, tell all their friends aboutcha, and leave five star reviews…

… then you have to start saying no to the old clients, so you can welcome in the good.

But how do we welcome in the good clients?!

It's simple (but also challenging at the same time – because isn't that a metaphor for life?!)…

If you’re in the wedding industry and you’re NOT booking the right clients (you know, those customers you’re DYING to work with but can’t quite seem to catch), you’re in luck. In this article, I’m sharing with you the number one reason why you’re NOT booking the right wedding clients–and how you can fix it.

You need to know who you are talking to. Yes, you need to sit down and map out who these high-end, ideal clients are. Things like what they…

  • Desire most when it comes to their wedding
  • Worry about when it comes to their wedding
  • Really want from a wedding pro like you
  • Value most when it comes to their wedding experience

Their desires, worries, problems, and values are going to be DIFFERENT from the clients you're serving right now (and we've established that we're kicking those customers to the curb).

If you’re serious about wanting to upgrade your clients— I’ve got a little something up my sleeve to help. 

You need to check out The Client Cocktail. It’s the recipe you’ve been waiting for to attract, sell, and serve more of the *right* people. 

Explore More Wedding Industry Resources

For More Wedding Industry Business Secrets, Follow Me on Instagram

Is your brand experience attracting and repelling the right people? 🤔🤔🤔🤔

Branding and client experience are important as a wedding pro, and today, we are talking about where the two meet! 

In this episode, I’m chatting with Ally Baur of @allybdesigns all about the elements of brand experience, the role of branding in attracting ideal clients, the impact of templates on brand consistency, and the significance of customer service in the wedding industry. 

It’s an episode you’re gonna want to listen to if you want make sure your brand and brand experience is up to snuff.

Comment 133 below and I’ll DM you a direct link to listen! 

#powerinpurposepodcast #thepowerinpurposepodcast #brandidentity #brandexperience #weddingindustry #weddingpro #weddingpros #candicdcoppola #weddingproinsiders #clientexperience #brandstrategy #brandingtips
Today was a GREAT day to chop off all my hair. This is your sign to shed anything that’s not serving you. ✨

Special thanks to @naomihairsyou and @ronavictoriaa_ 🥰😍

#hairtransformation #hairchop #shorthair #bluntbob #blondebob #candicecoppola #hairbeforeandafter #barbados #summerhairgoals #chopoffyourhair
Can you get sued for networking? How should you be LEGALLY protecting yourself while building relationships within the wedding industry?

This is an interesting question we are exploring and answering in the latest episode of The Power in Purpose Podcast! My guest is attorney @nicolecheriodenlaw and she’s breaking down the steps you need to take to make sure you’re protecting your biz.

👇🏻 Comment the term LEGAL below and I’ll DM you a link this episode! 

#thepowerinpurposepodcast #candicecoppola #weddingpros #weddingindustry #weddingpro #weddingpodcast #weddingpod #weddingindustryeducation #weddingphotography #weddingplanner #networkingtips

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