If you’re wondering how to turn your wedding planning business into something that actually makes you money (ideally, a six-figure income), the first step is to stop treating it like a hobby. It’s easy to get caught up in the excitement of planning weddings, working with amazing couples, and making their big day unforgettable. But passion alone doesn’t build a profitable business—strategy does.

Over the years, I’ve coached countless wedding planners on how to grow a wedding planning business, and one thing I see far too often is planners treating their business like a side project instead of a serious, scalable company.

You might be booking weddings, staying busy, and getting incredible feedback from clients, but here’s the real question: Is your business actually making money?

A successful wedding planning business requires more than just talent—it needs a pricing strategy that supports real profit, a strong wedding planner marketing strategy, and a mindset shift from planner to CEO.

So, how do you know if you’re holding your business back by treating it like a hobby? Let’s break down the five biggest signs—and how to fix them.

1. You’re Not Paying Yourself a Real Salary

The first wedding planning business tip I have is to pay yourself a real salary. If you’re running a real business, you need to pay yourself a real salary. Yet, one of the biggest mistakes I see wedding planners make is treating their income as an afterthought. They book weddings, cover expenses, and hope there’s something left over for themselves… but hope is not a business strategy.

If you’re serious about how to turn wedding planning into a business that actually makes six figures, you need to start paying yourself like the CEO you are.

The Problem With Not Paying Yourself

If you’re constantly working but still struggling financially, you’re not running a business—you’re running yourself into the ground.

Instead of operating like a CEO, many planners:

• Reinvest everything back into the business without setting aside personal income.
• Charge too little to cover both expenses and a livable wage.
• Treat their income as “whatever’s left” instead of structuring a salary.

Not only is that unreliable for you, but it means that it's unlikely your business has any profit (because you're taking it!).

How to Start Paying Yourself Like a Business Owner

Step 1: Know Your Numbers

Use a wedding planner income calculator like the one in this Playbook to determine:

• Your revenue goal.
• Your monthly income needs.
• Your profit margin after taxes and expenses.

Step 2: Set a Salary (and Stick to It!)

Instead of taking whatever’s left, pay yourself a structured salary. If you worked for someone else, you’d expect a paycheck—so why aren’t you paying yourself?

Step 3: Price for Profit

I cover this more later on, but at this point, if you’re not making enough to pay yourself, your pricing model needs an upgrade. Ask yourself:

• How much should I charge as a wedding planner to meet my financial goals?
• How many weddings to make $100K without working myself into the ground?

Pricing is one of the hardest decisions you'll make in your business… and that's because it's so emotionally charged. A bad money mindset can really mess with you here, so do your research and price based on logic, not how much you feel it's “worth” on any given day. Head here to grab my Playbook on Pricing for Profit for an easy (and effective!) way to do that. At the end of the day, a profitable business prioritizes paying YOU—not just covering expenses.

2. You’re Constantly Discounting to Get Clients

If discounting your prices is your go-to strategy to book clients, you’re positioning yourself as the budget option… not the expert. It also happens when you don't really “need” the money (maybe because you have a day job?), but if you keep discounting, you're never going to be able to quit.

I'm sure you already know why discounting your rates is a bad idea, but here's a little extra incentive:

• It attracts the wrong clients. Budget couples expect VIP service at rock-bottom prices.
• It makes it harder to raise prices later. Once you start cheap, it’s hard to shift perception.
• It undervalues your expertise. Period.

How to Stop Discounting and Start Charging What You’re Worth

Step 1: Shift Your Mindset

Many wedding planners worry that if they charge more, clients will say no. But the right clients want an expert, not a bargain. Instead of focusing on being affordable, focus on being valuable.

Step 2: Know Your Numbers

We already talked about pricing for profit so you can pay yourself a salary, but there’s another key benefit to being strategic with your package pricing: when you truly understand your numbers—your costs, profit margins, and actual take-home pay—it becomes much easier to recognize when a discounted wedding simply isn’t worth it. So step #2? Is just knowing your numbers.

Step 3: Get Confident in Your Pricing

If you don’t believe in your pricing, your clients won’t either. Practice stating your rates without hesitation or apology. The more confident you are, the more clients will trust your expertise and see your services as worth the investment.

If you’re stuck under six figures and wondering how to grow a wedding planning business, the answer isn’t discounting your services to book more clients. It’s charging for the premium service you provide and attracting couples who are willing to invest in your expertise.

3. You Don’t Have a Real Wedding Planner Marketing Strategy

If your wedding planner marketing strategy consists of posting on Instagram when you remember and hoping for referrals, you’re not running a business—you’re relying on luck. That's hobby mentality, friend!

How to Build a Marketing System That Works

If you're not prioritizing marketing, it's probably because you have a back-up plan (like a full-time job you say you want to quit). If you're ready to build a marketing system that will help you grow your wedding planning business, here's what you need to do.

Step 1: Optimize Your Website for SEO & Inquiries

Your website is your 24/7 sales team. If it’s not optimized to rank on Google or guide visitors toward booking a call, you’re leaving money on the table. Start by blogging strategically with content that your ideal clients are actually searching for. Topics like “The Best Wedding Venues in [Your City]” position you as an expert and help your website show up in search results.

Next, make sure your site has clear calls to action on every page. If a couple has to dig to figure out how to contact you, they won’t. Buttons like “Inquire Now” or “Schedule a Free Consultation” should be easy to find and impossible to ignore.

Step 2: Use Email Marketing to Nurture & Convert Leads

Email marketing is overlooked in the wedding industry in my opinion. Start by offering a freebie—like a wedding planning checklist or a venue comparison guide—in exchange for their email. Or better yet, set up a quiz (I show you exactly how to do that here!). This gives you a way to stay in touch with potential clients long after they’ve left your website.

Once they’re on your list, don’t just send them sales pitches. Nurture them with valuable content like planning tips, real wedding features, and behind-the-scenes glimpses. And of course, don't forget calls to action that remind them why they need a professional planner to make their vision come to life.

Step 3: Diversify Your Marketing Efforts

Regardless of how consistent you are (or aren't) on Instagram, relying on just one marketing channel is a huge mistake. If Instagram disappears tomorrow, will your wedding planning business survive? That’s why you need to diversify your strategy.

Start by building strong relationships with venues and vendors who can send you referrals. Word-of-mouth is powerful, and when industry professionals trust your work, they’ll recommend you to their clients over and over.

At the same time, use platforms like Pinterest and SEO to drive organic traffic to your website. Pinterest, in particular, is a goldmine for wedding inspiration, and if your content is optimized properly, it can send leads your way for years to come.

Step 4: Track What’s Working & Adjust

If you want to stop treating your wedding planning business like a hobby, marketing can't be a set it and forget it situation. If you want a system that actually brings in leads and grows your business, you have to track what’s working and adjust accordingly.

Use tools like Google Analytics or Instagram insights to figure out where your inquiries are coming from. Are couples finding you through search? Pinterest? Vendor referrals? Double down on what’s working and cut out what isn’t.

If something isn’t bringing in leads, don’t keep throwing time and money at it. Refine your messaging, tweak your strategy, and test new ideas until you find the perfect mix that keeps your inbox full of inquiries.

4. You’re Booking Too Many Weddings (But Still Struggling Financially)

It's easy to think you're not treating your wedding planning business like a hobby if you're booking lots of weddings, but that's not the case. Because if you aren't being strategic and are building a business that isn't sustainable, it's not going to be a business for long.

How to Fix It: Charge More & Work Less

Step 1: Raise Your Rates

It's simple math:

• $3,000 per wedding = 34 weddings per year to hit $100K.
• $7,500 per wedding = 14 weddings per year to hit $100K.

Want to break down the exact math and find the most sustainable way to scale your income? Read my blog post on How Many Weddings Does It Actually Take to Make $100K for a full breakdown.

Step 2: Eliminate Low-Profit Services

Not all services are worth keeping in your business. If you’re offering packages that drain your time and energy but don’t bring in enough revenue, it’s time to cut them or restructure them.

For many planners, day-of coordination is the biggest culprit. It requires a ton of time, coordination, and last-minute problem-solving, yet it’s often priced too low to be worth it. If this service isn’t profitable for you, you have two options: either eliminate it entirely or raise your rates to reflect the true effort involved.

Step 3: Use a Pricing Model That Scales

If you’re only charging flat fees, you might be limiting your earning potential—especially with high-budget clients who require significantly more work. A scalable pricing model ensures that your revenue grows alongside the weddings you take on. You can learn more about different pricing strategies in this Playbook.

5. You’re Avoiding the CEO Role in Your Business

One of the biggest reasons wedding planners stay stuck under six figures? They’re still thinking like a wedding planner, not a business owner. If you’re spending all your time on client work, admin tasks, and day-to-day wedding planning (but never making time for strategy, pricing, or business growth) you’re holding yourself back from true success.

Running a profitable planning business isn’t just about being great at weddings—it’s about making CEO-level decisions that drive revenue, efficiency, and long-term sustainability. If you’re avoiding the CEO role, you’re likely:

• Saying yes to every inquiry instead of attracting high-value clients.
• Focusing on working more instead of earning more per wedding.
• Neglecting marketing, pricing strategy, and financial planning.

The reality is, no one else is going to step in and run your business for you. If you’re wondering how to turn wedding planning into a business that actually makes money, you have to start thinking like a business owner—not just a service provider.

How to Step Into the CEO Role and Scale Your Business

Here’s how to shift from being “just” a wedding planner to becoming the CEO of a wedding planning business.

Step 1: Set Real Income & Growth Goals

Scaling your business starts with clarity on your numbers. If you don’t know exactly how much you need to charge or how many weddings you can realistically take on, you’re operating blindly—and that’s a recipe for burnout.

Start by asking: How much do I want to make this year? If your goal is $100K, break it down. How many weddings would that take? Are you pricing your services in a way that allows you to hit that goal without overloading your calendar?

From there, map out a pricing and service strategy that allows for long-term growth. The key is to avoid trading time for money forever. If you’re constantly maxing out your capacity but still not hitting your income goals, it’s time to adjust.

Step 2: Focus on High-Level Business Strategy

A true CEO doesn’t just “work in” the business; they work on the business. Instead of getting stuck in the day-to-day details, shift your focus to big-picture strategy.

First, look at your marketing and make sure you’re attracting higher-end, aligned clients (my Client Cocktail course can help if you don't know where to find them). Where are your best inquiries coming from? What’s working? What’s not?

Next, analyze your pricing, services, and profitability. Are all of your services actually worth your time? Are you undercharging for the level of service you provide?

Finally, build relationships with high-end vendors and venues. Referrals from trusted industry partners are one of the best ways to bring in premium leads who are willing to invest.

Step 3: Stop Doing Everything Yourself

You cannot scale a business if you’re doing everything on your own. At some point, you need to outsource and automate so you can focus on CEO-level work.

For most wedding planners, I recommend investing in software like HoneyBook or Flodesk to streamline client communication, invoicing, and workflows. Automating admin tasks saves hours of time and prevents you from drowning in emails.

And when you’re ready, hire a virtual assistant, social media manager, or event assistant to take time-consuming tasks off your plate—so you can focus on scaling.

Make Decisions Based on Data, Not Emotion

While we talk about growing a wedding planning business (and not treating it like a hobby), I want to say this. As you work through the list above, remember that scaling isn’t about guessing. It’s about knowing your numbers and making data-driven decisions.

Ask yourself:

• What’s my actual profit per wedding? If you’re booking a lot of weddings but barely making money, something needs to change.
• How can I restructure my pricing for better margins? Maybe it’s time to raise your rates or switch to a percentage pricing model.
• What’s working in my marketing? Stop wasting time on strategies that don’t bring in leads, and double down on what’s working.

If you’re treating your business like a side hustle instead of a serious company, you’ll always struggle to hit six figures and scale. It’s time to step up, own your role as the CEO, and build a business that supports your financial and lifestyle goals.

Stop Treating Your Business Like a Hobby & Start Scaling

If you’re serious about building a profitable, six-figure wedding planning business, it’s time to stop treating it like a side hustle. You’re not just a wedding planner. You’re a business owner. That means making CEO-level decisions, pricing your services for profitability, and having a wedding planner marketing strategy that attracts high-quality clients.

If you recognize yourself in any of these five signs, here’s what to do next:

1. Start paying yourself a real salary
2. Stop discounting your services
3. Get serious about marketing
4. Set a limit of weddings you'll book every year
5. Step into the CEO role

Want the step-by-step roadmap for turning your wedding planning business into a six-figure success? Stay tuned for my upcoming webinar, where I’ll walk you through exactly how to restructure your pricing, packages, and marketing strategy to reach $100K and beyond.

It’s time to stop treating your business like a hobby and start running it like the profitable, scalable company it’s meant to be!

Do you want to stop treating your wedding business like a hobby and become a full-time wedding planner? I would love to invite you to join us inside the Planner's Playbook. This membership was created to set up wedding planners to grow a profitable wedding business (filled with raving customers). I'd love to see you inside.

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• Wedding Planner Problems: The BIGGEST Problems Wedding Planners Deal With
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• 5 Contracts Every Wedding Planner Must Have To Be Legally Set
• How To Become A Destination Wedding Planner

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