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Wedding Industry Marketing

Wedding Planner Marketing: How To Attract & Speak Directly to Your Ideal Clients

August 19, 2021

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.

I'm not exaggerating when I tell you that your entire business changes when you start marketing to your ideal client. Seriously, as a wedding planner for 13 years and a business coach for wedding planners for over 10 years, I have seen the transformation over and over again. Wedding planners come to me feeling burnt out, wondering why all of their hard work and perseverance isn't bringing them the couples that they really, really, want. And I know you're here for wedding planner marketing tips–so let's get going.

I'm glad you found your way here because now we have a chance to do things differently.

I'm not exaggerating when I tell you that your entire business changes when you start marketing to your ideal client. Seriously, as a wedding planner for 13 years and a business coach for wedding planners for over 10 years, I have seen the transformation over and over again. Wedding planners come to me feeling burnt out wondering why all of their hard work and perseverance isn't bringing them the couples that they really, really, want. And I know you're here for wedding planner marketing tips–so let's get going.

Do you want to know why most businesses fail? I believe it's because they don't know who they are talking to. Before you can start marketing to your ideal client, you first need to understand exactly who they are. I'm talking more than where they shop and what their household income is. Instead, you need to focus on who they are, what they value, and which of their problems you are uniquely qualified to solve.

If you are ready to start booking more magazine-worthy weddings and start booking more ideal clients as a wedding planner, you need to know your ideal client as well as you know your best friend. If you are not there yet, you need The Client Cocktail.

Now, I'm going to assume you've done that and you know exactly who want to attract. I have to be honest with you guys, when it comes to speaking to your ideal client, a lot of wedding planners are doing it all wrong.

I'm so tired of the Instagram captions that go on and on about the fact that hundreds and hundreds of hours go into planning every wedding.

I've got bad news if that's you: your ideal client does not care.

You speak directly to your ideal client when you stop talking about your services and start talking about the transformation you provide your ideal clients.

When you are marketing to your ideal client, you need to stop focusing on your enormous bullet point list of services. We already KNOW that wedding planners work miracles, but that's not really what your ideal client is hiring you for.

After all, we know our couples don't know half the fires we put out as wedding planners on a regular basis. Instead of putting the emphasis on you and what you are doing, focus on the transformation you provide your clients.

And that's how you up the game with marketing your services as a wedding planner.

When you are marketing to your ideal client, ask yourself: What is life like for your couple after you serve them as their wedding planner?

I'm not exaggerating when I tell you that your entire business changes when you start marketing to your ideal client. Seriously, as a wedding planner for 13 years and a business coach for wedding planners for over 10 years, I have seen the transformation over and over again. Wedding planners come to me feeling burnt out wondering why all of their hard work and perseverance isn't bringing them the couples that they really, really, want. And I know you're here for wedding planner marketing tips–so let's get going.

I want you to really paint a picture here. You are not just selling your full-service wedding packages. Instead, you are selling the moment they've been dreaming about. You are taking away their anxiety and giving them the chance to be excited throughout the planning process.

After all, a wedding is more than just one day; it's a moment of their lives marking the next chapter. One they get to celebrate with all of their family and friends.

As much as possible, bring them to the moment when all of the work you do together culminates. That moment is what you need to be selling first in order to call in your dream clients (the ones that will absolutely not be questioning your worth). What's the most important thing to them?

Everyone's ideal client is a little different, but most won't care if you're the premier wedding planner in your city, that you've been featured on the knot five times, or that laundry list of services you provide. Your ideal client has a problem. They are looking for the one who can solve it for them.

When you speak directly to the transformation they are looking for in your wedding planner marketing, they will automatically assume you are the solution.

I'm not exaggerating when I tell you that your entire business changes when you start marketing to your ideal client. Seriously, as a wedding planner for 13 years and a business coach for wedding planners for over 10 years, I have seen the transformation over and over again. Wedding planners come to me feeling burnt out wondering why all of their hard work and perseverance isn't bringing them the couples that they really, really, want. And I know you're here for wedding planner marketing tips–so let's get going.

Storytelling in your marketing is one of the most effective ways to speak directly to your ideal clients in your marketing.

Once you've started painting a picture of what working with you really looks like (and the transformation you give to your wedding planning couples), you can start to infuse storytelling to make your marketing even more effective at attracting your ideal clients.

You've likely told stories in your marketing before. But now, it's time to be intentional about telling stories that walk your ideal clients through exactly what they can expect when working with you. That transformation you are selling, what does it look like in real life? If you're a podcast listener, make sure to listen to episode #70 where I talk more about how to level-up your storytelling. Telling your customers stories is only one of the four types of stories I recommend sharing.

What life looks like for your customers after they hire you is one of the most effective stories you can tell when marketing to your ideal clients.

When crafting your customer stories, think back to earlier when we talked about the transformation your ideal customer wants. What real life customers have already achieved that? And if you don't have real life examples yet, don't be discouraged. There are other ways to infuse storytelling in your marketing.

In addition to sharing real wedding stories, talk about what the problem feels like and what symptoms your ideal client experiences. Are they up late at night ridden with anxiety that they might make a mistake? Have they rented so much wedding decor that they can't see straight, and they are just crossing their fingers it's all going to look good together on their wedding day? Maybe they have demanding jobs and work long hours, so they are finding communicating with vendors next to impossible.

You get where I'm going here, right? Focus on YOUR ideal clients' problems. You need to know exactly who you are talking to here. When you are clear on the problem you solve, your customers will feel seen and will trust you.

Here are a few more prompts to start marketing to your ideal clients using the power of story:

  • What testimonials can you share–and what’s the story behind them?
  • What was life like for your customers BEFORE they came to you?
  • What’s life been like for them after they’ve worked with you?

As a business coach for wedding pros AND wedding planners, I'm here to tell you marketing to your ideal clients doesn't have to be so hard.

I know that the marketing industry has made you feel like you need to be all the places and doing all the things. I know they have made you feel like if you don't have the kind of clients you want, it's because you're not doing enough. As a marketer myself, I both feel like I need to apologize on behalf of my industry AND acknowledge that I fall victim to the lies myself from time to time.

I love to get down to the brass tax, and here it is: marketing to your ideal clients doesn't have to be so hard. In fact, here's a quick recap of how to speak directly to them:

  1. First, know who you are talking to. You need to know them like you know your best friend. If you are not there yet, the Client Cocktail will be the best money you've ever spent.
  2. When marketing to your ideal client, ditch the laundry list of services you provide (and every single thing that's included). Instead, focus on the transformation you provide. What problem do you solve for your customers? What do they really, really, want?
  3. Use storytelling to market your business even more effectively. Humans connect through stories and they are the fast track to getting your ideal clients to know-like-trust you.

Ready to finally stop booking shitty clients and start calling in magazine-worthy weddings? Grab The Client Cocktail and start taking matters into your own hands.

Explore More Wedding Industry Resources

For More Wedding Industry 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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