Shows
Own Your BusinessListener Fave: 6 Popular Sales Tactics that BackfireThink your sales process is helping you book more couples? It might be doing the exact opposite. In this replay of one of our most popular episodes, Sam breaks down six sales tactics that seem smart on the surface but actually hurt your chances of booking. From proposal deadlines to automated replies, you’ll learn why these strategies often fail and what to do instead to convert more inquiries into paying clients.Takeaways:Why scarcity tactics like proposal expiration dates can push buyers away instead of prompting actionHow over-qualifying leads can hurt yo...
2025-08-0429 minOwn Your BusinessSelling to BTS Decision-Makers with Amrit Dhillon-BainsSelling to BTS Decision-Makers with Amrit Dhillon‑BainsSelling and managing luxury weddings is hard enough. Add multiple decision makers, deep cultural traditions, and high emotional stakes — and it becomes a true test of your sales and client service skills.In this episode, Sam sits down with Amrit Dhillon‑Bains, founder of Anaïs Events, a Northern California–based planning and design firm specializing in upscale, highly personalized South Asian weddings. Amrit brings a rare blend of creativity, business acumen, and cultural insight to her work, helping families plan multi‑day celebrations with hundreds (sometimes thousands...
2025-07-1448 minOwn Your BusinessBe a Magnet for Your Ideal ClientI hear a lot of talk about ideal clients in the wedding industry, including us.
We put out content on the regular to share information about who and how and why and what for those perfect buyers you want on your calendar.
And we’ll talk about it on today’s episode too.
But we’ll also dive into what it means to be an ideal service provider, because very few people are talking about that - and it’s incredibly important.
In fact, that’s exactly what your clients are searching f...
2024-11-0433 minOwn Your Business8 Website Copywriting HacksNot gonna lie: Copywriting is tough. Especially for websites.
You have to do so much all at once. Communicate messages. Maintain interest. Stay in voice. Persuade people. Provide reassurance. Provoke desire. Impress Google.
Like any skill or craft, it takes a long time to get good at it.
And like any skill, when you get training and insights from an expert it shaves years off the learning curve.
Obviously, you want to bring in experts for important projects like your website. But I get it, not everyone can afford to hire so...
2024-10-2834 minOwn Your Business4 Website Don'ts & 3 Website DosIf money grew on trees, you’d have the best of the best do everything for you. But money doesn’t grow on trees or fall from the sky, and extra zeros don’t show up on your bank account statements.
So we have to deal with reality - which, for entrepreneurs, means wearing all the hats. Social media, bookkeeping, sales, system set up, technology. You name it, and you probably do it at some level in your company.
What’s wild to think about is how NOT normal this is...
2024-10-2139 minOwn Your BusinessSam's Take on State of the IndustryFor those who don’t know, I write a newsletter for nearly 6,000 subscribers every week. I’ve done it for nearly 6 years now, and it’s filled with great advice like you get on the podcast.
One of the cool things about a newsletter is that I can talk about exactly what’s going on in the industry right now. It’s why I usually only do 2-3 at a time when I batch out content, because I want to make sure I’m in tune with what’s happening rather than sharing evergreen content like I...
2024-10-0717 min
Shifting Focus (How To Film Weddings)365. How To Get RESULTS in 2025 with Sam Jacobson of Ideaction ConsultingOver the past month, we have been digging into what the heck is happening in the wedding industry. So many of us are hurting, and I brought on my business coach, and sales guru Sam Jacobson from Ideaction Consulting to dive into what we can do to get results in 2025. This episode will show you what you can be doing right now in order to produce the results you need in 2025. We hope these episodes are encouraging you to look up and see that the storm is going to end sooner than later. We want you to be prepared...
2024-09-1652 minOwn Your BusinessPerfectionism's Upsides and DownsidesHi, I’m Sam, and I’m a perfectionist.
I used to think I wasn’t a perfectionist. After all, I tend not to focus on the details, and I often leave projects undone, let alone done perfectly.
Then my therapist called BS on that, and because she is not only a licensed expert but also knows me better than anyone else - well, I listened to what she had to say.
Once I became aware of my version of perfectionism - which is one of FIVE kinds - I saw my tendencies everyw...
2024-08-2643 minOwn Your Business4 Big Myths about Getting into LuxuryWouldn’t it be great if there was a magic button you could push and all your dreams would come true? Or at least some of them?
I was reading Arnold Scharzenegger’s recent memoir, Be Useful, and in it he says: “If there is one unavoidable truth in this world, it’s that there is no substitute for putting in the work. People have tried to cut corners and skip steps in this process for as long as hard work has been hard.”
I love this, because it’s so true. If you want to see the res...
2024-01-2926 minOwn Your Business5 Obstacles to Success (and How to Overcome Them)Last week, I shared insights on why couples aren’t booking vendors at higher price points. It’s largely due to an imbalanced value proposition. Price is higher than the value offered by the vendor.
It’s one of the biggest obstacles that wedding pros run into when trying to make the move into premium and luxury markets.
But it’s not the only thing getting in the way of you charging higher prices. Today, I want to bring in my better half for a conversation on what’s getting in the way of your success...
2024-01-2231 minOwn Your Business3 Keys to More Ideal ClientsHave you heard all the buzz about Ideal Client Avatars lately? Yeah, so have we! Which is why we thought it would be a good idea to share more insights into:
- What makes an ideal client anyway
- The top component to a solid ICA that most people miss
- How to create your own
- What to do with the information in your marketing and sales process
I’m joined today by my wife and our head copywriter, Katy Taylor Jacobson, and we share a bunch of ac...
2023-05-2242 minOwn Your Business5 Major Proposal Mistakes
I’ve looked at hundreds, maybe more than a thousand, proposals and pricing guides over the past 6+ years. Nine out of ten look the same. Trust me, your “I believe” statement, your bio, your images, and - importantly - your collections all look pretty much the same.
If you want to stand out, it’s time to present your proposals differently.
In this episode of Own Your Business, I talk about:
- 5 big mistakes I see all the time with proposals
- How to build desire early in the prop...
2023-05-0120 minOwn Your BusinessTop 10 Books for Marketing & SalesI’ve read hundreds of books about business, marketing and selling over the past 20 years. In this episode, I share my top 10 to grow your business. The list includes:
- The best book you can read to be a better listener
- How to feel comfortable at networking events
- Lots of science on selling
2023-04-2414 minOwn Your Business5 Big Website Myths
One of my favorite episode types is the myth-buster. We take commonly held ideas and perspectives, and then take a wrecking ball to them so you get a different outlook and new insights you can use.
Today, I’m joined by my wife and business partner, and our head copywriter, to talk about five big myths related to websites and copywriting. We discuss:
- Formal v. conversational voice for luxury vendors
- What comes first: website design or copywriting
- What to do with price on your website
...
2023-04-1736 minOwn Your BusinessWhy Your "Why" Matters
Have you heard of the phrase “Start with Why”? It was made popular by Simon Sinek many years ago in his TED Talk and book. Short version of the concept is to begin with your “why” instead of your “what,” which is what most people tend to do.
But what is your “why”? And how do you come up with it? And where do you use it in your marketing and sales process?
In this episode of Own Your Business, I’m interviewed by Katy Taylor Jacobson, my wife and business partner, and head copywriter fo...
2023-04-1052 minOwn Your Business4 Stages of Business Growth
Every business goes through a predictable series of steps to achieve success. You, as the owner of your business, will run into obstacles at major transitions from one stage to the next.
The key is to recognize when you’ve hit that barrier. Then you can pull out tools and get the training you need to push through each one when you reach it.
In today’s episode of Own Your Business, I explore:
- The 4 Saints: Starting, Struggling, Stuck and Stretched
- How our own company met these chal...
2023-04-0321 min
Own Your BusinessBuild a Luxury Team with Shannon LeahyIt’s not easy to attract and book ultra-luxury clients. It’s even harder to do on scale, where you’re not the only one delivering the services. It takes a system. And it takes a team to get it all done.
This week, I talk with Shannon Leahy, a planner who’s received just about every accolade you can imagine in the wedding industry. But the one she’s most proud of? Building a team that serves clients at the highest level.
On today’s episode of Own Your Busines, Shannon and I talk about:
2023-03-271h 03Own Your Business7 Core Sales SkillsTop sales people aren’t born, they’re made. They’re trained. They’re coached to improve in key areas to develop skills that help them book more clients at higher prices.
But what exactly do you need to get better at if you want to reach your full potential? What skills should you focus on?
In this episode of Own Your Business, I breakdown:
- 7 core competencies for people in the event industry
- Skills you have to stack in order to excel in each area
- 4 distinct selling...
2023-03-2018 minOwn Your Business6 Popular Sales Tactics that BackfireSales is a numbers game. It’s all about optimizing conversion rates at different points in the buyer’s journey. Get the couple to inquire. Then to respond to your inquiry. Then to like you on the discovery call, read your proposal, and finally send in a contract and deposit.
You’ll guide a potential buyer through dozens of micro-commitments throughout the sales process. Unless you blow it. Unless you make it hard for them to move forward. Unless you scare them from making the next step.
That’s exactly what I’m talking about on today’s...
2023-03-1329 minOwn Your BusinessHow NOT to Close DealsIf you’re like most wedding pros I know, your inbox isn’t flooded with inquiries right now. And if you’re getting at least a trickle, you know how important it is to make the most of the few that are flowing through.
That’s why it’s crucial to get the kinks out of your sales process - and a great place to start is when and how you’re trying to close the deal.
In this episode of Own Your Business, I talk about:
Three big reasons why you’re getting ghoste...
2023-03-0628 minOwn Your BusinessKeeping it Creative with Bob SpiegelIt’s hard not to feel a little burned out after COVID, postponements, and the ‘22 wedding boom. Four months ago, everyone was in the weeds. Two months ago, we were grateful for the holiday season and the rest that it brought with it. And now we’re back in it trying to get ready for another go-round in the spring and summer.
Today, I interview Bob Spiegel, the chef owner of Pinch Food Design in New York City. He didn’t lose his motivation during the pandemic. In fact, he found renewed inspiration. This wasn’t his first expe...
2023-02-2739 minOwn Your BusinessDesign Services Your Clients LoveIf you want to get to the top of your market or field, you have to be the best. Not in just one area, but several. Sometimes you’re naturally good, or you get lucky and knock it out of the park on the first try. But most of the time you’ve got to refine your approaches with little tweaks here and there.
In this week’s episode of Own Your Business, I sit down with Alex le Roux, the founder and CEO of ALR Music, Europe’s biggest event entertainment company that’s quickly expanding to the Mid...
2023-02-2049 minOwn Your BusinessBook the Top Package with Megan GillikinBooking more events is a good goal for any wedding pro. But as your business grows and you start filling your calendar, it’s super important to get more from each date you book.
It’s the only way you can live the fantasy of “work less, make more.”
Unfortunately, many wedding pros get in their own way when it comes to booking higher packages. Some of it is mindset. Some of it is bad pricing and package design.
In this week’s episode, I talk with my friend and fellow educator, Megan Gillikin, about what stands in your way of getting...
2023-02-1353 minOwn Your BusinessCelebrity Panel Case StudySpecial treat for you this week. Replay of a panel we hosted last week with Kate Turner, Abby Jiu and Julian Leaver.
All three are clients of Ideaction Consulting, and also The Media Socialites, the company we’re doing the Social and Sway Mastermind with this year.
We brought them together for a conversation because we wanted our audience to hear their perspective on what helped them get where they are today, which is near or at the top of their respective markets.
As you’ll hear, there are lots of ways to get...
2023-02-061h 44Own Your BusinessAttract and Book More Ideal Clients With Katy Taylor JacobsonWho wants more ideal clients in their inbox? And signing contracts? That’s what I thought.
If only wishing made it happen.
The reality is ideal clients are hard to get if hope is your strategy. That’s why I asked the one and only Katy Taylor Jacobson to join me in a conversation about:
- What is an “ideal client” (besides one with a big budget)?
- How do you attract them in the first place?
- Why do they want to connect with your brand?
- And ho...
2023-01-3045 minOwn Your Business7 Website Mistakes that Cost You InquiriesIt’s inquiry season, and many wedding pros we’ve talked with aren’t getting much in their inboxes right now. So I brought on our head copywriter (who happens to be my lovely wife), Katy Taylor Jacobson, to talk shop about ways to make your website more effective.
In today’s episode of Own Your Business, we explore 7 big website mistakes that cost you inquiries - and what you can do to fix them before it’s too late to leverage for this year’s booking season.
- You’ll discover ways to make it easier to m...
2023-01-2351 minOwn Your BusinessSocial Media with Persephone MaglayaThis week I’m joined by Persephone Maglaya, Founder and CEO of The Media Socialites and Bridal Vogue, an instagram account she founded 6 years ago with over 200k followers.
The Media Socialites work with over 100 companies in the luxury wedding market, many of whom work with our business to book more clients at higher prices. She helps attract more ideal clients to the website, and we work to get more inquiries to your inbox and bookings on your calendar. It’s a natural fit.
Check out the episode to get insights into:
- Big...
2023-01-1654 minOwn Your BusinessThe Science of SalesDo you ever wonder why certain people seem to have all the luck? Let me tell you a little secret: It’s because they make their own.
The sales process I train clients (and podcast listeners like you) on is one of many ways you can sell your services. Other approaches will work…but not as much as one I’ve created, because this one is designed around the way humans make decisions.
On this episode of Own Your Business, I’m share with you:
- Why small improvements in key areas will produce...
2023-01-0923 minOwn Your BusinessPick the Right Goals, PleaseIt’s that time of the year again. You know, when we set down our goals for the upcoming year - only to completely abandon them before February rolls around.
But what if you picked goals that aligned more with what you really want? With why you’re motivated to do things in life? That overlap with how you love to spend your time?
In this episode of Own Your Business, I share some a-ha moments I’ve had over the years, as well as some that my clients have had, using a simple process that y...
2023-01-0220 minOwn Your BusinessSelling to Dreamer Buyer TypesYou’ve heard me talk about four different types of buyers for your services.
(If not, go listen to episodes 4, 32 and 54 after this one.)
Selling to different kinds of buyers takes skill.
But also takes knowledge to get started and practice to get good.
I’m doing a deep dive on each buyer type for the podcast:
Relaters
Analyzers
Bosses
Dreamers
I’ll share a few insights on
- How do you identify them from other buyer types?
- Wh...
2022-12-2612 minOwn Your BusinessSelling to Boss Buyer TypesYou’ve heard me talk about four different types of buyers for your services.
(If not, go listen to episodes 4, 32 and 54 after this one.)
Selling to different kinds of buyers takes skill.
But also takes knowledge to get started and practice to get good.
I’m doing a deep dive on each buyer type:
Relaters
Analyzers
Bosses
Dreamers
I’ll share a few insights on
- How do you identify them from other buyer types?
- What do the...
2022-12-1918 minOwn Your BusinessBrand Integrity with James x SchulzeWhat happens when you take your biggest competition and make them your business partner?
That’s what James Christianson and Otto Schulze did seven years ago - and they haven’t looked back on their way to the top ranks of wedding photographers.
In this week’s episode of Own Your Business, I dive deep into James and Otto’s artistic education and individual careers to learn how their unique approaches make for a successful partnership.
During the conversation we dig into:
- How complementary skills and mindsets create a well-rounded business...
2022-12-121h 02Own Your BusinessSell Luxury Anywhere with Imoni EventsWho says you can’t do luxury outside big markets like New York City, Los Angeles, and DC?
Well, this week’s podcast guests prove you can. You might not find as many weddings with massive budgets, but luxury pros can create a successful business in mid-sized cities and even destination markets.
Jennifer Thye and Sarrah Gaboury, owners of Imoni Events in Phoenix, Arizona, join me on today’s episode of Own Your Business.
They’ve carved out a very successful business over the past decade for themselves - and more importantly, elevated the leve...
2022-12-0559 minOwn Your BusinessSelling to Analyzer Buyer TypesYou’ve heard me talk about four different types of buyers for your services.
(If not, go listen to episodes 4, 32 and 54 after this one.)
Selling to different kinds of buyers takes skill.
But also takes knowledge to get started and practice to get good.
I’m doing a deep dive on each buyer type:
Relaters
Analyzers
Bosses
Dreamers
I’ll share a few insights on
- How do you identify them from other buyer types?
- What do the...
2022-11-2818 minOwn Your BusinessSelling to Relater Buyer TypesYou’ve heard me talk about four different types of buyers for your services.
(If not, go listen to episodes 4, 32 and 54 after this one.)
Selling to different kinds of buyers takes skill.
But also takes knowledge to get started and practice to get good.
Over the next couple months I’m going to do a deep dive on each buyer type:
Relaters
Analyzers
Bosses
Dreamers
I’ll share a few insights on
- How do you identify them from other...
2022-11-2118 minOwn Your BusinessThe Power of “Yes” with Chris JespersenThis week’s guest on Own Your Business is a risk-taker who rose to the top by jumping off cliffs and building parachutes on the way down.
Chris Jespersen is the owner of Storybox Cinema and one of Harper’s Bazaar’s top videographers. He also founded The Madison, a large event space in Cleveland, Ohio, which is fast becoming one of the go-to venues in the city.
And he just turned 30.
How did he do it all so quickly?
He’s the first to say that it started by saying “yes” to th...
2022-11-1452 minOwn Your BusinessScaling your Business with Abby JiuThis interview with Abby Jiu is the second in my series of deep dives with wedding pros who sit at the top of their fields - and offer a fresh perspective on what it means to find success with the business.
I chose Abby because I wanted listeners to hear more about how she’s done two of the hardest things a wedding pro can do: 1) Thrive in the luxury market and 2) Scale her business. The fact that she’s done both at the same time makes her rise in the industry truly remarkable.
She doesn’t just offer one of the...
2022-11-0758 minOwn Your BusinessTop 10 Engage! TakeawaysAfter every Engage! Luxury Wedding Summit, I like to list out insights I received during the experience or from speakers on stage. Then I tell you how to apply them in your own business. I’m fresh off the plane from Ireland with my best pieces of advice for wedding professionals interested in a more successful business and rewarding life.
2022-10-3115 minOwn Your BusinessDestination Wedding Dos and Don'ts with Jennifer SteinDestination weddings are the perfect mix of business and pleasure. Not only are they often fun to do, but they can be very lucrative as well. The markets in Mexico, Caribbean, Hawaii, and Europe are sizable - and getting bigger. But how do you tap into them?
In this week’s episode of Own Your Business, I talk with Destination I Do founder and editor, Jennifer Stein, to share insights and perspectives that will:
- Get you more inquiries from destination clients
- Build content to attract couples in locations you want to wo...
2022-10-241h 11Own Your BusinessTop Closing TechniquesNo one wants to sound sales-y when they’re selling their services to couples. So how do you close deals without being aggressive, or cheesy…or clumsy? It’s easy if you have a simple approach that leverages buyer psychology.
In this week’s episode of Own Your Business I’ll share with you:
- The number one competitor for each and every inquiry
- Ways NOT to close deals
- Three simple strategies to get to yes - and feel totally comfortable making the ask
2022-10-1719 minOwn Your BusinessDiscovery call must-dosDiscovery calls are complex - and crucial to your businesses success. It’s when you find out if the client is a good fit, when you build value to charge higher prices, and when you learn what triggers their deepest desires for your services.
On this episode of Own Your Business, I give you six must-dos on every discovery call. Tune in to hear more about:
- A simple trick to mirror clients and get them to like you
- Good and bad question types, including which questions backfire
- My to...
2022-10-1022 minOwn Your BusinessSelling Luxury with KT MerryThis week’s episode is the first in what will be many many interviews that dive deeper than usual. I hope you enjoy them as much as I have recording them.
My first guest is KT Merry, one of the most recognized and celebrated photographers in the industry. Over the past three or four years, I’ve heard more of my clients - mostly other photographers, but also pros from other fields - tell me they look up to KT as their role model more than any other wedding pro.
Why KT? Here’s what others...
2022-10-031h 06Own Your BusinessDiscovery Call MistakesMost wedding pros think couples buy their services because of a strong personal connection. Or their portfolio. Or the awards they’ve won or publications they’re featured in. Or how beautiful their branding is. All these are important, but they only get you so far.
At some point, you have to move them from the “I’m interested” stage to the “I know what I want and you are the one to help get it for me” stage. And that happens on the discovery call.
But so much more does too. That’s why I’m breaking dow...
2022-09-2624 minOwn Your BusinessMoney Matters with Katelyn MagnusonFinances are one of the most important parts of owning your own business. And they’re also one of the scariest, too. But like most things in life that we’re afraid of, it's because we don’t know how easy it can be to do.
In this week’s episode of Own Your Business, I sit down with finance expert, Katelyn Magnuson, to discuss:
- What holds you back from feeling confident about managing your business’s finances
- 3 big mistakes owners make with their money
- What you can DIY, and w...
2022-09-1954 minOwn Your BusinessSelling to Different Buyer TypesWe all talk a lot about “ideal clients.” Wouldn’t it be nice if they were all ideal? Too bad they’re not, because, let’s be honest: Those who inquire run the gamut from perfect fits to completely awful. Some couples are dream clients. Other people are good…just not good for you.
In this episode of Own Your Business, I’m going to share with you:
- 4 different buyer types
- What motivates each one
- What you have to change to book more than only your “ideal” client
- What clues...
2022-09-1226 minOwn Your BusinessUpgrades after the SaleA great way to make more money is to sell more services to each couple who hires you. Unfortunately, what most people do is either a) stuff their packages with more services, or b) offer a la carte options on top of the packages. But both of these options consistently backfire with your buyers.
On this week’s episode of Own Your Business, I’ll tell you:
- How to get more from every date on your calendar, including couples who already booked
- Three psychological principles that encourage couples to spend more
2022-09-0523 minOwn Your BusinessCollect More Reviews from CouplesIt’s tough for couples to pick all the vendors they need for their wedding. It could be 20, maybe 30 or more. And that means a ton of research to find the right ones. Reviews and other forms of social proof help potential clients cut through the noise and reduce the risk in choosing you over others.
But it’s not easy to get clients to take the time to leave you a review. And even if they do, it’s not always meaningful. In this week’s episode of Own Your Business, I dive into:
- What k...
2022-08-2917 minOwn Your BusinessWhy Couples Struggle with DecisionsHumans make 35,000 decisions every day. Most of them are made automatically without even thinking. The very small percentage that use conscious thought require lots of energy, and, if too many need to be made, can lead to decision-fatigue.
Is your sales process making it easier or harder for couples to decide on your services? My guess is you’re sabotaging your own success in ways you didn’t even know. In this episode of Own Your Business, I’ll tell you:
- How our brains are wired to make choices
- 2 ways of thinki...
2022-08-2219 minOwn Your BusinessSay “No” More OftenTired of running out of hours in the day? Or days in the week? Or months in the year? Katy and I like to say the days are long and the months are short, because we always feel like we’re doing so much, but it’s never enough time.
In this week’s episode of Own Your Business, I share my insights on how to free up more time to spend on priorities for your company. I’ll cover:
- My #1 tip to increase your productivity
- Why we become less effective the more...
2022-08-1519 minOwn Your Business8 Principles for Long-Term SuccessWe’ve all heard the phrase, It’s a marathon not a sprint. But it’s not just about slowing things down. It’s also about going the distance. Many wedding pros start off at a breakneck pace, but don’t know how to take it down a notch. Even seasoned professionals still get stuck at high speed each year during peak season.
If you want a career that lasts - and you love doing it everyday, no matter what time of year - you have to operate with principles for long-term success. In this week’s episode of O...
2022-08-0824 minOwn Your BusinessStop Burnout Before it HappensDo you dread peak wedding season? That time of the year when you have more work to do than hours in the day? It seems like no matter what you do to streamline your workflows or hire help to get you through, it just doesn’t work.
In this week’s episode of Own Your Business, I’ll explore how to create a “place of bliss” in your business. We’ll explore:
- How three different pieces create long-term success in your business
- Ways to make more money with less effort
- The one...
2022-08-0120 minOwn Your BusinessWhy do you own your business?We all start our companies for different reasons. What’s yours? Even more important to know - very, very clearly - is why you’re still driven to keep it going today. It’s easy to get distracted by what motivates others in their business. Or keep running in place on the hamster wheel that you’ve created for yourself. But the sooner you connect with what drives you the faster you can build a strategy for your company that’s viable in the long run.
In this episode of Own Your Business, I’ll share:
- Nine psy...
2022-07-2523 minOwn Your BusinessHook Perfect Buyers with Your BlogBlogging is not dead. In fact, it’s quite alive with your ideal clients. Why? Because when people want answers to their questions, they don’t go to your Home page or your About page or even your services page. That’s for later in the buyer’s journey. When couples are starting out their search for wedding vendors, they’re plugging in questions to Google and scanning the articles that come up. Those articles are almost always posts about specialized topics (aka: blogs).
In this week’s episode of Own Your Business, Katy and I talk about:
2022-07-1827 minOwn Your BusinessPinterest: A Visual Search EngineInstagram is where people go to kill time. Pinterest is the place where they fantasize about a better future. If you want to work with people who dream big - and have budgets to match - it’s time to put out content on Pinterest. On this week’s episode of Own Your Business, I chat with Carolina Guzik, a luxury photographer who made her mark in the industry by attracting clients with pin-worthy images. We discuss:
- Common misconceptions about Pinterest that hold wedding pros back
- Why couples use Pinterest - and how you...
2022-07-1151 min
Own Your BusinessSEO to Attract Ideal ClientsThink SEO is for couples who aren’t your ideal clients? Think again. Potential clients don’t use Google when they’re lost. They use it when they’re starting out, including those who could be the perfect match for your services and price point. Tune in this week to Own Your Business for a conversation with SEO expert Sara Dunn, who dives into:
- 3 big myths about SEO that cost you business
- Why SEO works for services at ALL prices
- Top changes to make today for a better online presence
...
2022-07-0443 minOwn Your BusinessLeverage Relationships for More InquiriesYour network is your safety net when things go wrong and your fishing net to feed your business. So how do you go about building relationships - and capitalizing on them - in a way that feels authentic to you? In this week’s episode of Own Your Business, I sit down with Megan Gillikin, a master networker and one of the most genuine human beings I know to:
- Network successfully even if you’re an introvert or have imposter syndrome
- Surprise and delight couples during the client journey
- Connect with...
2022-06-2740 minOwn Your BusinessTop 10 Engage!22 NOLA TakeawaysIt’s impossible to translate the experiences at Engage to someone who didn’t attend. The program is so immersive, and designed around, well, engaging with others at the event. But we can share our biggest takeaways with you. If you missed the New Orleans Summit - or you were there but want my perspective - tune in to this week’s episode of Own Your Business.
2022-06-2057 minOwn Your BusinessFast Track for Planner ReferralsLet’s be honest: Planner referrals are a necessity if you want to move up in the wedding industry. Not only do they recommend clients, but they typically pay more and offer super interesting projects. But how do you get on a planner’s list in the first place? In this episode of Own Your Business, I sit down with Shannon Leahy, one of the most respected (and decorated) planners in the industry to dive deep into:
- Different ways planners refer vendors to their clients
- How information is shared with couples
- Im...
2022-06-131h 00
Own Your BusinessInside Scoop: Engage! SummitsInside Scoop: Engage! Summits
Engage is THE luxury wedding community to be a part of - and Katy and I are giving you the BTS of our personal experiences over the past nine years. We’ve attended a combined 25 of them since December 2013, including the new Retreat program, and in this episode we’ll share:
- Why the investment is worth every last penny
- How to decide if Engage is “right” for you
- Top tips on networking, attire and maintaining your energy
- Our favorite moments over the year
2022-06-0644 minOwn Your BusinessBTS: Design an Effective WebsiteWebsites are big projects to tackle. Templates, branding, copy, image selection, site design/customization, blog migration, portfolio updates…and so. much. more. What parts take how long? What comes first: Copy or Design? What slows down the process? And how can you speed it up so the project doesn’t drag out for a year or more?
Karley Kiker of Writefully Said (the designers we work with most on our copywriting projects) joins me in this episode of Own Your Business to discuss:
- Common misconceptions about copywriting and design
- How much time...
2022-05-301h 06
Own Your BusinessMap Out a Realistic Revenue PlanOwning a successful business means you meet your goals on a regular basis. But what if you don’t have any goals? Or they aren’t broken down into milestones that show you’re on the right path at the right pace? It’s absolutely necessary – and quite simple – to set a destination and create a road map for your revenue. In this week’s episode of Own Your Business, I’ll share with you:
- Two common pitfalls I see when setting revenue goals
- Why many sales and pricing plans aren’t realistic
- A simple r...
2022-05-2322 minOwn Your BusinessGet More Referrals from ClientsHere’s a good rule of thumb for referrals: For every year you’ve been serving couples, 10% of your booked business should come from past and current clients. Each season builds on top of the next, and eventually, most of your couples will come on recommendation from those they trust most, and who also know your services the best.
If you’re not seeing enough referrals from clients, tune into this episode of Own Your Business, where I’ll share:
- Why client referrals always trump vendor referrals
- The difference between a sales fu...
2022-05-1629 minOwn Your BusinessDon’t Make it Hard to BuyRemember, the key to sales success is to provide the right information at the right time in the right way. Those who do will unlock the opportunity for your business grow.
But if you screen your couples too much you may prevent unidentified but still ideal clients from getting into your inbox, or all the way through to contract.
In this week’s episode of Own Your Business, I talk about:
- 4 reasons couples struggle to book the right vendors
- 3 areas to focus on if you want to book more clients at h...
2022-05-0921 minOwn Your BusinessMirror Clients to Connect Non-ConsciouslyWe all want to like the people we work with. But have you spent much time thinking about it from the couples’ perspective. Remember: They want to like the people they work with too. It’s not just about how well you can meet their needs on the wedding day. They need to know you every day until then will be worth it too.
In this episode of Own Your Business, I’ll introduce you to:
- Mirror neurons and sales mirroring
- Why they help humans to survive
- How they’l...
2022-05-0226 minOwn Your BusinessPricing Psychology: How Many Options Works Best?What’s the best way to present your pricing and packages to potential clients? I see a range of approaches in the wedding industry, from one option to a la carte, and the most popular: base-plus-a-la-carte. But research shows these ways can create push-back and analysis paralysis, among other issues. Tune in this week to learn:
- How many options for your couples is ideal?
- Why “framing” works?
- How to make expensive options look more affordable?
- When to split up the sale – and how to do it?
2022-04-2526 minOwn Your BusinessGuide Couples through the 5 Stages of AwarenessA massive challenge every wedding pro faces when selling your services is when and how to share what you do for couples. Sales success comes when you offer the right information at the right time in the right way. The problem is, how do you know what’s the right thing to share and when? In this episode, I’m going to walk you through:
- 5 stages of awareness to make purchase choices
- How to tell where your couples are in the process
- What you should be sharing on social media
- What...
2022-04-1824 minOwn Your BusinessDesign a Website for Your Ideal ClientCreating an effective website isn’t as easy as picking a pretty template and then filling in the boxes with photos, videos and copy. In fact, “pretty” isn’t the only factor to consider when you pick the template or layout your site. Beauty is in the eye of the beholder, and what looks and feels amazing for one person is hard to navigate or overwhelming for another.
In today’s episode, Katy Taylor Jacobson, wedding sales expert and conversion copywriter, shares insights into how to layout a website based on our four buyer types, including quick changes yo...
2022-04-1134 minOwn Your BusinessWhat Motivates Your Ideal Clients?Couples come to you with what they want. But your job – if you want to book more couples at higher prices – is to know how to trigger what they really need. They may not know it themselves, which is why you’ll be a step ahead of everyone else if you learn how to identify what core motivation is driving the couple’s decision. In this episode you’ll learn
- How to sell from the intersection of sales and psychology
- 9 core desires pushing consumer purchases
- 4 most common triggers for couples
- Ho...
2022-04-0422 minOwn Your BusinessMyth: People Don’t Read AnymoreDo you think people don’t read any more? Think again. In fact, the higher your net-worth, the more likely you are to read compared to someone who’s living on a middle income. But it’s not as simple as putting more words on your website. You’ve got to hook the reader – and then tell a great story that leaves them wanting more. In this episode you’ll learn:
- The differences between content copywriting and conversion copywriting
- How to hook your reader from the very beginning
- Why your ideal client...
2022-03-2820 minOwn Your BusinessFive Big Copywriting Mistakes You Can Fix TodayYour website is your online storefront – and entrance to your inbox. If you can’t generate enough inquiries, you’ll have a hard time booking more couples. But it’s not as easy as buying a template and DIYing your way to success. If you’re not going to hire a pro – or if you just want to make a few quick fixes – tune in today to learn:
- How many inquiries you need to make your numbers each year
- What are the hardest parts of your website to DIY
- 5 quick fixes that mak...
2022-03-2118 minOwn Your BusinessHow to Get Couples to Like YouWe talk about “connecting” with the couple during the inquiry process. But what does that mean? And how does it impact the professional relationship you have with potential clients? In this episode, I’ll share with you lessons I learned over 25 years in hospitality, including:
- The top book I know to make you better at getting people to like you
- 6 principles to live by when you’re trying to connect with others
- 3 areas in the sales process you can implement concrete ideas to get more bookings
2022-03-1422 minOwn Your BusinessHow to Feel Confident on Discovery CallsThe best way to find consistent success with anything is to prep and practice. Discovery calls are no different. Getting good at conducting these important interactions with potential clients takes practice and patience. But you can easily prepare for them with simple tips and techniques. In this episode, you’ll learn:
- Why discovery calls are so challenging for most wedding pros
- 9 ways to prep for calls
- 3 go-to questions you can ask early on in the call to get them started
2022-03-0726 minOwn Your BusinessHow to Involve All Decision-MakersIt shouldn’t be news to you that “brides” aren’t the only ones planning the wedding these days. Even if you’re working with two grooms - or a couple who don’t identify with a gender at all – it’s not just one person who’s calling the shots.
Couples today are making joint decisions more than ever – and you’ve got to adjust your sales process to meet their decision-making process. In this episode, you’ll takeaway:
- Why you’re getting ghosted when others get involved
- Five different roles in complex decisions...
2022-02-2822 minOwn Your BusinessWhen NOT to sell your servicesIt’s tempting to jump to solutions with couples who inquire. “Are you available, and can you send me packages and pricing?” Send them the information, right? Not so fast. And certainly not if you want to book more couples at higher rates.
In this week’s episode you’ll see:
- When and why you should to hold back your solutions
- How to create more desire for your services
- Two common missteps wedding pros make on inquiries
- Why it’s hard to sell your packages and pricing...
2022-02-2125 minOwn Your BusinessGain Momentum with Micro-CommitmentsFeeling a little stuck on how to get couples moving forward with the deal? If you’re getting ghosted from the start, losing momentum in the middle, or feeling pushback at the end of the decision, tune into this week’s episode: You’ll discover:
- 6 principles of influence you can tap into
- How scarcity negatively and positively affects people during the decision-making process
- Ways to use scarcity as a strategy without sounding sales-y
- How you can tap into micro-commitments to get couples to say yes more easily
...
2022-02-1426 minOwn Your BusinessWhy couples say “no” to your servicesIt’s hard to hear “no” from couples when you offer your services. It’s even harder when they don’t say “no” directly, but they just disappear from the sales process. And the worst is when they say “yes,” but it ends up being a no. In this episode, you’ll:
- Find out why couples say “no” so much
- See if it’s possible to skip the phone call without lowering your conversion rate
- Discover how much talking and how much listening to do on a call with potential clients
- Get tips...
2022-02-0714 minOwn Your BusinessHow NOT to respond to an inquiryReason #294 why you’re getting ghosted? Your inquiry response. Truly. Most wedding pros end up over sharing and overwhelming, because you don’t understand the way you’re making couples feel when they first inquire. In this episode you’ll:
- Dig into 7 frequent missteps you might be making on your first email
- See why your excitement is actually smothering any spark you hope to create
- Pick up three solid tips for your next response
- Learn 5 questions to ask when getting an inquiry from a planner or venue
2022-01-3125 minOwn Your BusinessHow important is inquiry response time?It’s not easy to keep up with all the emails in your inbox. But one kind of email is more important than any other – the initial inquiry – and you’ve got to find a way to prioritize it. Your business depends on it. In this episode you’ll:
- Find out what researchers consider “too slow” for response time
· How outsourcing your sales work can kill a business
· Quick ways to get back faster
· Dos and don’ts for autoresponders
2022-01-2424 minOwn Your BusinessHow to Package Your Services to SellYour business exists to solve problems for your customers. But are you communicating that value in the specific services you offer each couple? If you’re not, it’s a big reason you’re leaving money on the table. In this episode, you’ll:
- Understand the difference between a feature and a benefit
- Learn how to translate your buyer’s desires into services you offer
- Get a breakdown of why my sales process
- Learn the psychology on why it creates the ultimate buying experience for your clients
2022-01-1721 minOwn Your BusinessCustomizing the Client ExperienceNothing says luxury like a personal service approach. And that’s exactly what Julian Leaver, one of the top wedding planners in the country, does for his clients - before they even start working with him. On this episode, hear how Julian shows couples through their buying experience what they can expect from his high-touch wedding planning experience.
2022-01-1052 minOwn Your BusinessSuccess Through Discovery CallsMike Zawadzki, a photographer out of New Jersey, found success quickly after immersing himself in the same approaches I talk about on this podcast. On this episode, I sit down for an interview to hear more about how he blew past his highest goals and what worked well for him, especially buyer types and the discovery call.
2022-01-0453 minOwn Your BusinessPrioritize What Motivates YouDo you ever feel like you’re working hard but not making much progress? It’s common to feel this way during an extended crisis like the pandemic. The fastest way to get traction is to prioritize your activities and tie them to a sense of purpose. In this episode, you’ll:
- Learn the difference between taking your foot off the gas and pumping the brakes
- See why time – and not just money – is a profit from your company
- Pick your primary motivation – and start to pursue it
2021-12-2722 minOwn Your BusinessListen to hear and learn what your couples needYour couples will tell you everything you need to know to book them – if you can hear what they have to say. It’s the number one skill for a wedding pro who wants to conduct successful discovery calls. In this episode, you’ll learn:
-How your potential clients look to you as their leader
-How you’re accidentally shifting the conversation back to yourself
-The power of paraphrasing
-What couples feel when you’re not paying attention
2021-12-2018 minOwn Your BusinessPricing on your WebsitePutting pricing on your website is a double-edged proposition for wedding pros. How do you get couples the information they need without scaring them away? If you share too much or in the wrong way, then you could end up pushing off potential inquiries – even from affluent buyers. In this episode, listeners will get answers to questions like:
- Do you put a pricing page in your main navigation?
- Do you mention your “average” or “starting at” prices?
- Is the word “investment” helpful to selling luxury?
- And 7 other questions abou...
2021-12-1321 minOwn Your BusinessWhen and How to Raise PricesThe fastest way to make more profit is to raise your rates. It’s also the number one way to get more of your time back. But if you increase too quickly, and you might get ghosted. Increase too slowly, and you might keep leaving money on the table. Listeners will take away:
- 5 different indicators it’s time to bump rates
- High and low conversion rates for inquiries-to-bookings
- How much to increase prices at a time
- When to lift rates up with the least risk
2021-12-0621 minOwn Your BusinessThe Biggest Problem with Your BusinessStop jumping to solutions when you don’t even know what issues you’re trying to resolve. Fast is slow, and slow is smooth. Learn 6 key indicators to pay attention to before you make any big changes - or investments - in your business. Listeners will take away:
- How to tell what areas are working well
- What needs to be improved in your buyer’s journey
- Identify what you should spend your time and money on in the coming months
2021-11-2922 minOwn Your BusinessTalking about Budget with Potential ClientsCouples expect you to feel confident talking about budget. But if you don’t know what to ask - or worse, talk about it too early - you could scare away potential clients. Get the prep you need to feel 100% discussing how much they want to spend - and why you’re worth every penny. Listeners will take away:
Why your contact form is NOT the place to ask about budget
How you know it’s time to get into pricing on the call
Why couples often provide information that could trip you up
Three questions you should ask in...
2021-11-2225 minOwn Your BusinessTurn Your Blog into a Storyselling MachineTurn Your Blog into a Storyselling Machine
Real weddings are a hot commodity in wedding marketing. But you can’t just dump a bunch of photos onto a blog post and call it a day. The best marketers are storytellers, and when you know the formula you can become one on your website. Listeners will take away:
Two different types of blog posts
Why real weddings resonate with couples so much
How to hook your reader and keep their attention while scrolling
Why people love conflict, even in wedding stories
Kinds of tension and where to in...
2021-11-1518 minOwn Your BusinessLet Your Website Sell for YouLet Your Website Sell for You
You don’t have time to be a full-time salesperson for your business. And you can’t afford to spend time getting on the phone with everyone who’s interested. That’s why you should let your website do the heavy lifting for you – both to get more inquiries and also to help close the deal. Listeners will take away:
How much sales work is done before couples inquire
Why you have to sell couples on more than just yourself
The two stages in the decision-making process your website works hardest fo...
2021-11-0820 minOwn Your BusinessThe Perfect Contact FormThe Perfect Contact Form
Is there such a thing as the “perfect contact” form? The short answer is no, because every business has different goals. And every business has different strategies to reach those goals. What we do know is that YOUR perfect contact form exists somewhere on a spectrum, and you need to ask good questions to find out exactly where. Listeners will take away:
Touch on why contact forms are such a hot-button issue
Two different approaches to getting more inquiries
Two questions to ask yourself before choosing which option is right for you
Hand...
2021-11-0122 minOwn Your BusinessThe Power of Social ProofThe Power of Social Proof
It’s scary for couples to make the decision to work with you. Or anyone on their wedding. In fact, it’s a little terrifying to even get married! One of the best ways you can offer reassurance and reduce the risk in choosing your brand over others is to pull on the persuasive power of the “herd effect.” Listeners will take away:
What is social proof and how does it work
Different kinds of social proof
Where most wedding pros mess up testimonials
The most compelling ways to use it on your
2021-10-2519 minOwn Your Business4 Tips for a Compelling Custom ProposalIf you’re not using personalized proposals to sell your services, you could be leaving huge amounts of money on the table. If you’re ready to make the switch or already doing it and want to convert more bookings, check out this episode to learn what makes the most persuasive proposals. Listeners will take away:
Why selling wedding services is so hard
How to design a successful sales process
3 mistakes wedding pros make with pricing guides
Why custom proposals work best
4 key components of every compelling proposal
2021-10-1823 minOwn Your BusinessWebsite Images that Connect with Your Ideal ClientsPutting the right photos on your website sounds easier than it actually is. Will it catch their attention? Will it stand out? Will it trigger their biggest desires? The key to answering YES! to these questions and others is to choose photos based on the psychographics for your ideal client. Listeners will take away:
The one thing you have to do before any work on your website
What is a communication strategy and how it applies to your brand
4 different buyer types and what they desire most
Deep dive on picking a hero image for one of the...
2021-10-1120 minOwn Your Business6 Ways to Use Video to Book More ClientsWe all know video is THE way to capture your clients’ attention. But it’s not always easy to create – or know where to use it. Discover the best places in the buyer’s journey to drop in a video to build value and provide reassurance to would-be couples. Listeners will take away:
Why a well-designed sales process is like bringing a Ferrari to a horse race
What to bake into your sales workflow to build the most value
6 solid tips on how to leverage the power of video in the buyer’s journey
2021-10-0421 minOwn Your BusinessIntroduction to Buyer Types for Wedding ProsEver worked with a client who rubbed you the wrong way? Or had a couple who you gelled with immediately? That’s because we’re all wired a certain way, and when you know how each client prefers to communicate you can make it easy to connect with every couple, not just your ideal ones. Listeners will take away:
What leadership training can teach us about sales work
The number one skillset to develop if you want to succeed with your business
My enneagram, MBTI and DISC profiles
Background on the four different buyer types you’ll see in you...
2021-09-2723 minOwn Your BusinessTop 3 Pricing Strategies for Wedding ProsNot sure how to set your prices? Or maybe you’re too cheap to refer? Or what about that event you need to book, but it’s lower than what you know you need to charge? The good news is you have a few different pricing strategies to choose from. Learn about the upsides and downsides to each, as well as which one is best for you right now. Listeners will take away:
Difference between pricing strategies and tactics
Define 3 common strategies
Talk about when to use each one
Share when not to use each one
2021-09-2023 min
Own Your BusinessPrequalify Your Favorite ClientsWedding pros are too busy to waste time with price shoppers. You know the ones who inquire, get pricing, and then ghost you? Or say they have the budget and then go for someone cheaper? Stop spending time chasing the wrong couples and start using your website and sales workflow to filter out the wrong clients. Listeners will take away:
Why it’s more important than ever to qualify clients before you talk with them
How to prequalify without repelling ideal clients
Ways to automate the process so you can save time to put it towards your best bu...
2021-09-1317 minOwn Your BusinessWelcome to the Own Your Business PodcastWedding pros aren’t born knowing everything. And most didn’t go to school to learn how to be a business owner. It’s hard to know how to run your company, but once you have the insight and skills you’ll feel confident in the day-to-day, and level up to reach your goals. Stop learning from trial and error – or faking it till you make it - and start to (finally) own your business. Listeners will take away:
Why I started the Own Your Business podcast
Who the podcast is for
What to expect from each episode
5 big ways t...
2021-09-0714 min
Tea With JainéCreating Custom Photography Proposals that Book with Sam Jacobson of Ideaction Consulting - Ep. 44We are chatting with Sam Jacobson from Ideaction Consulting all about the importance of taking the time to create custom wedding proposals. Sam explains why PDF guides are dead (seriously, delete every single one of yours!) and how by finding out the needs of your clients before you ever talk about pricing is going to help you book more clients. Sam and his wife Katy, specializing in consulting, mentoring, and educating wedding professionals.
Visit Website: https://www.ideactionconsulting.com
Instagram: https://www.instagram.com/ideactionconsulting
Facebook: https://www.facebook.com/groups/sellweddingslikeapro
Our...
2020-05-1242 min
The Flower PodcastSam Jacobson of Ideaction ConsultingOur guest this week is Sam Jacobson of Ideaction Consulting. Sam started his company in 2016 to help wedding pros reach their goals to make more money with strategies and tactics based on the science of persuasion. Sam and Scott chat about how to help your clients during these challenging times, he stresses the importance of listening, our websites, and the importance on preparing for a busy Fall/Spring wedding season. You can learn more about Sam an all of our other guests at The Flower Podcast website. Be sure you subscribe to our podcast on...
2020-04-2756 min