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Building Your Branding

Want to Book Better Clients? Stop Marketing and Improve Your Client Experience Instead

March 26, 2023

is honeybook the right fit for your biz?
how to get your first client
8 free af ways to market your biz
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I'm candice!

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!

hello,

What's your brand cocktail for success?

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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 can already tell I'm about to get into it, right? While I don't want you to go into your scheduling app and delete all of the incredible content you've been creating, I do feel like I need to be honest with you. In the first few years of business, there is an INCREDIBLE pressure to not only be great wedding planners (with zero experience) but also somehow become brilliant marketers. It's a tall order, even for my fellow enneagram 3's out there! And I hate to tell you, friend, but it's a lie. While spreading the word and marketing your business IS important, it's not the only thing that will help you make more money booking magazine-worthy weddings. Today, I want to make a case for focusing on why you should improve your client experience instead.

There is a lot of stuff that drives me crazy about the coaching industry, but one of the biggest things is the exceptional emphasis on marketing. 

“You'll figure it out as you go.” 

“Book 100 styled shoots and attract luxury clients.”

“Charge your worth.”

And in case you haven’t figured it out yet, a lot of it is a bunch of BS. The good news? You won't find that here.

a wedding planners desk with wedding books and invitations

But now that I've got that off my chest – you DO need to make money, right? You are not trying to run your wedding business like a non-profit… at least, I hope not! But here's the thing: becoming a better marketer is NOT the only way to do that. So today, I'm going to share 3 ways to make more money as you improve your client experience instead!

1. A Great Client Experience Has the Opportunity to Upsell More Frequently (and Consistently) Built In

I am not talking about nickel and diming your customers – oh hell no. But upsell does not have to be a dirty word. In fact, I believe the best wedding planners are excellent salespeople. And I believe the best salespeople are pros at getting their customers what they want.

For example, it could be that you pitched the idea of an outdoor tented wedding over that ballroom your couple had their eye on, so now you make more money on your services (and they get a wedding day that's truly one-of-a-kind). It could be that you've included rental management into your wedding planning packages, and now you make more money designing prettier weddings (also a win-win). Or, it could be that your couple was going to pull their hair out trying to coordinate a rehearsal dinner or Sunday brunch themselves without even realizing you can handle that for them.

Did you just feel that sigh of relief? That was your customers thrilled to have the extra help and not worrying for a second if it cost them a little extra money.

I believe the best way to make more profit is by spending less, but the second best way is to find opportunities with the clients you already have.

Listen – I'm a huge fan of Profit First. But another one of the (many) problems with focusing on marketing your wedding business like it's your full-time job (spoiler alert – it's not!) is that the “ideal” outcome is that you just book a ton more weddings. And guess what? After you book them, you have a TON of work to do. It's why the wedding industry is full of “flash in the pan” hobbyists. It's a lot of work. The last thing I want you to do is to focus on marketing your business and then end up working 80+ hours a week for the next two years, trying to hit your revenue goal.

Let's talk about percentage pricing for a second…

Wedding budgets change. You know that, and I know that. And guess what? They usually don't decrease. I am a HUGE advocate of percentage pricing because I think it's the easiest way to prevent scope creep and ensure you are paid fairly as the scope of work inevitably increases. As you work to improve your client experience, make sure to give your pricing a look over too!If you know your pricing needs a major revamp, I've got you. Head to the shop and grab my “pricing your wedding planning services for profit” guide. It won't let you down!

2. When You Are Marketing Your Business, Share Behind the Scenes

The eye buys. When you set out to improve your client experience, share behind the scenes! Most of your clients will love seeing you working on their weddings in real time, and potential customers will love the window into what it's like to work with you. By putting a great client experience at the forefront of your focus, your marketing will effortlessly help you attract the right clients. No more trying to shout from the rooftops to everyone and anyone who will listen!

Examples of behind the scenes you can share:

  • Sending out a welcome box to new couples booked
  • Ordering supplies for welcome boxes
  • Working on a design board for current clients
  • Unboxing stationery samples from a local invitation designer
  • Touring new wedding venues that your current (or potential) clients are interested in

When you improve your client experience, they share about it!

I will share more about this in my last point, but while we are talking about marketing, I wanted to make a quick aside. If you have been on Instagram or TikTok lately, you know that UGC (user-generated content) is all the rage. As you set out to improve your client experience, think of ways you can create special touchpoints that they might want to share! Some will, most won't, but don't think our industry doesn't have the opportunity here.

One example that comes to mind is when one of the wedding planners in my high touch mastermind said that she brought her client's menu tasting to them when they were quarantined. It was totally unexpected, and they LOVED it. They shared about it on social media, and she gained at least one potential lead from it. Going above and beyond for your couples will ALWAYS be the best way to get more of them.

3. Ideal Clients Refer More Ideal Clients (When They've Been Blown Away By Great Service!)

One of the best pieces of advice I got when I started my wedding planning business was from my accountant. I proudly showed him my business plan (fully expecting praise for how incredible I am) and told him all about how I was going to start by planning some weddings for cheap so that I could gain experience and build my portfolio – I was READY to go.

He stopped me in my tracks when he said, “Candice, I don't know much about the wedding planning industry, but I can tell you that does not work for home builders”.

Huh?

He then explained that so often, when home builders start a business, they get caught up doing little jobs and taking on anything they can get… only to discover they will never get the kind of work they want that way! Worse, they burn out trying to be everything to everyone (for less than minimum wage some days!). Have you been there before?

While focusing on marketing in your wedding business might get you “more,” switching the focus to improve your client experience will likely get you BETTER. If you are not trying to run a volume business, focusing on the “few” will make you more money because, guess what? They've got friends and sisters and cousins who all want what they had with you too. And those clients? Yeah, they are happy to pay top dollar too!

a wedding planner places a place card down at the table

Have I Convinced You to Improve Your Client Experience Yet?

I want to remind you that with weddings, there are no do-overs. Unlike vendors like their wedding photographer or caterer, you are offering a service that doesn't lead to something tangible in the end. They can't “see it” on their wedding day. Your customers will likely never know or appreciate all the hard work behind the scenes, but they will remember what an incredible experience they had with you – not only on their wedding day but during all of the moments leading up to it. Focus on that, and trust me – you'll make more money as a wedding planner in 2023.

Ready to Elevate Your Client Experience (and Your Whole Wedding Planning Business)?

Talking about how to market your business is a lot sexier than what I talked about today, so if you read until the end, I would love to invite you to join me inside The Planner's Playbook – my monthly wedding planner membership. This is my new coaching experience for wedding planners who are ready to plan, design, and coordinate high-end weddings like a pro! Ready to become a Playbooker?

Explore More Wedding Industry Resources

For More Wedding Planner Business Secrets Follow Me On Instagram

Soooooo what’s your price look like? 😳🤔

To all my wedding pros, don’t do this! Comment CONSULT and I’ll send you a link to my consultation cheat sheet with the right questions to ask during a consult 😉

#weddingmeme #weddingmemes #weddingindustry #weddingfun #weddingfunny #weddingplanning
✨ Spend the day with me and see what a very busy day is like for me as a business coach and content creator! 

Yesterday was definitely a full day of coaching calls with the women in my mastermind and a lot of teaching and content creation. Here’s how I spent my day:

Coaching calls with @ininkweddings @afamilyaffairmaine @itssimplyaddy @wild.smile.events @nicoledaniellestudios @laceandbowbridalnm @atouchofgrayevents @letterpressmade 
Teaching a workshop with @honeybook 
Recording an episode of my podcast (premiering next week!)
Trying to get my steps in and taking the smallest of breaks between meetings

Not everyday looks like yesterday, but I definitely love when I get to spend my time with the women and communities I serve!

Would you like to see more content like this from me? I’d really like to hear from you! This was a lot of fun to make. ❤️

#candicecoppola #dayinthelife #weddingindustry #weddingpro #businesscoach #podcaster #adayinthelife #thepowerinpurposepodcast #weddingpros #weddingindustryeducation
Let’s create a quarterly business strategy together! ✨

For years, I’ve set goals and created business plans every single quarter. I love working in 90 day chunks because it’s short enough to take quick action but long enough to make progress. 

Each quarter I:

👉🏻 Review the previous quarter, celebrate wins, and acknowledge what got left behind or didn’t work 

👉🏻 Make decisions about where I want to focus my time and energy for this quarter 

👉🏻 Set sales goals 

👉🏻 Take it to my big white board calendar and create a plan, assigning due dates to big projects while managing my schedule 

👉🏻 I put everything into Asana and start creating more concrete to do lists and plans!

I LOVE doing this and loved getting the chance to share it with you! 

Tomorrow I’m leading a 90 day goal setting sesh inside my 1:1 coaching mastermind, WeddingPro Insiders and later this month I MIGHT be doing a special workshop in the Honeybook community 👀 

Stay tuned!!

#goalsetting #weddingindustry #weddingplannereducation #weddingbusiness #weddingpros #quarterlygoals #businessowner #businessstrategy #businesscoach #candicecoppola #weddingproinsiders #weddingpodcast #vlog #businessvlogger #comewithme
Is your copy CATFISHING people?

Be honest, does “premier wedding planner” hang out on your homepage? Because GIRL, I hate to break it to you, but what does that even MEAN?

Every wedding pro I know is on the struggle bus this season with sales… And sure, most of what we’re experiencing is part of the ‘wedding gap’ (and an election year), but could your website copy also be the problem? 

Copywriter to wedding pros @andreashahcopy joins me in this episode to talk about the four biggest mistakes she sees wedding pros making with their website copy and how to fix it.

(number three was definitely my personal favorite)

She breaks this shit DOWN and gives you actionable steps and quick fixes that will work.

Listen everywhere you get podcasts (and on YouTube because why TF not post there, too?!)

#weddingindustry #weddingpro #candicecoppola #thepowerinpurposepodcast #weddingindustryeducation #weddingindustryexpert #copywritingtips #digitalmarketing #weddingpros

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Each week, we explore how to build a profitable business with purpose—and the stories behind successful entrepreneurs who have. Get ready to dig in and have meaningful conversations about business and life, as we explore the strategies and techniques that build the kind of business you want. 

I believe entrepreneurs who lead with their purpose are more successful, less likely to burn out, and deeply connected to why they do what they do. 

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