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.
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 you 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 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.
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 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, riddled 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 that it’s all going to look good together on their wedding day? Maybe they have demanding jobs and work long hours, so they find 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 everywhere and do everything. I know they have made you feel as if you don’t have the kind of clients you want, it’s because you’re not doing enough. As a marketer myself, I 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:
- First, know who you are talking to. You need to know them as well as you know your best friend. If you are not there yet, the Client Cocktail will be the best money you’ve ever spent.
- 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?
- 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
- How to Start a Wedding Planning Business
- The 2026 Growth Strategy for Wedding Pros Nobody Its Talking About
- State of the Wedding Industry: What I’m Seeing Behind the Scenes of (And The The Old Rules That Don’t Work Anymore)
- How to Know if Your Wedding Planner Marketing Strategy is Working
- 7 Wedding Planner Canva Templates You Need Right Now
- 2025 Website Trends for Wedding Pros: Jen from Tonic’s Hit List & Shit List
- Enji Marketing Software: A Review
- Day of Coordination: The Pros and Cons as a Wedding Planner
- How To Create An Ideal Client Avatar in Four Easy Steps
- Why You’re Not Attracting The Right Clients and How to Fix It
- How To Become A Wedding Planner With No Experience
- The Marketing Strategy For Wedding Pros That’s Algorithm Proof
- 4 Strategies That Will Help You Book MORE Of Your Ideal Clients
- How to Know if Your Wedding Planner Marketing Strategy is Working
- 8 Things You Can Do When Feeling Stuck in Your Wedding Business
- Five Ways To Bring Some New Girl Energy To Your Wedding Business
- How To Get Wedding Clients When You’re Just Starting Out
- How To Build Your Portfolio As A Wedding Planner When You’re Just Starting Out
For More Wedding Industry Business Secrets, Follow Me on Instagram
If you’re sitting on a sales call running through your bullet point list of what’s in each package, congratulations. You just signaled to a luxury couple that you’re not the right fit for them.
Luxury clients are not shopping for “20 hours of planning” or “30 free belly bands” or “500 edited images.”
They’re shopping for the version of their wedding that only you can pull off.
They want to know what you’ll DO. How you think. What you’ve handled. Where you’d push back.
If they wanted features, they’d go to The Knot and filter by price.
They’re talking to you because they want a person with a point of view.
So the next time you’re on a consultation with a luxury buyer, give them one.
If you’re interested in learning more about how luxury buyers think, check out episode 209 of my podcast — or comment “209” and I’ll DM you the link!
A typical Monday for me. How do you spend your Monday? 💜
no thoughts just boss 💅
photography @c10ike (aka my co-boss)
Nobody is coming to choose you or your business.
I said this to a student last month who had been in the business for years. Her process was dialed in. She had weddings on the books. But the work she was getting didn’t reflect what she was actually capable of, and she’d been waiting for the right client to come along and finally give her the chance to prove it.
That’s not how it works.
If you want to be booked for the work you actually want to do, you have to start showing it. Styled shoots. Venue tour reels. A post that says “manifesting this venue for my next dream couple.”
If you sit around and wait for a dream client to pick you so that you can prove what you’re capable of, you’re going to be waiting around a long time.
On the flip side…
Another client told me how she pivoted out of the $70K weddings she didn’t want by telling two prospective clients their budget was actually going to be $120K.
Both signed.
She didn’t wait for permission. She decided. She chose.
I want you to do the same.
What’s one thing you could post this week that shows the work you want to be hired for — not the work you currently have?
filed under:
+ show Comments
- Hide Comments
add a comment