Own Your Business

Filling your calendar with clients you love is almost as hard as finding a potential partner on a dating app.It’s hit or miss - with a lot of ghosting.Before you blame the game, though, look at how you’re playing it. I’m not going to offer dating advice on this episode, but Katy and I will share 10 mistakes we see wedding pros make on your websites and in your sales processes.Take note so you can make quick updates in key areas.

Sales 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 episode of Own Your Business, where I’m diving into sales tactics that might work some of the time, but often backfire and blow up the potential for a couple to book your services.I talk about:Scarcity, that double-edge sword that kills more deals than it convertsThe fine line between prequalifying and over-qualifyingWhy too many pros confuse elusive with exclusiveWhat item on your email signature is costing you thousands in lost sales

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·      How to incorporate these into your marketing and sales efforts

Five celebrity wedding pros who've rebuilt their businesses around luxury clients sit down for an honest conversation about what it really takes to break into and thrive in the luxury market. This isn't a masterclass or a pitch. It's real talk from KT Merry, Erika Delgado, Jason Rhee, Caitlin Fulton, and Lauryn Prattes about the myths they believed, the mistakes they made, and the specific changes that finally opened doors to luxury bookings. If you've been wondering whether you're ready for luxury clients or what's actually holding you back, this panel answers those questions.You'll learn:The biggest myths about luxury clients these pros believed before they broke through and when they finally stopped believing themWhat luxury clients look for when choosing vendors that most wedding pros completely missThe specific investments these pros made that changed their businesses toward luxury bookingsHow to position yourself for luxury clients when your portfolio isn't there yetWhat these pros wish someone had told them before they started pursuing the luxury market

Figuring out what it takes to grow your wedding business is hard when you're working in a silo. Most advice comes from people at the top of their market, but what got them there isn't always what you need right now.In this episode, Sam moderates a conversation with Sway Mastermind alumni who've gotten to where they wanted to be. They share what frameworks created the biggest shifts in their businesses, what was surprisingly easy to implement, where they gained confidence in their sales process, and what results they've seen. No fluff, no Instagram highlight reel. Just real talk about what worked and what the journey looked like.In this episode:Why positioning and messaging changes create faster results than portfolio upgradesThe one framework that shifted how they approached discovery calls and immediately improved close ratesWhat they were nervous about before joining the mastermind (and whether those concerns were legitimate)The concrete results they've seen since implementing what they learned: revenue growth, client quality, and pricing power

It’s one thing to build a successful business, and another to survive it. In this episode, luxury photographer Oona Breyer shares how she shifted from “barely treading water” to building a brand that’s fully booked and sustainable.We talk about the behind-the-scenes realities of scaling in a midsize market, what changed when she got clear on her messaging, and how understanding buyer types helped her not just sell more, but serve better. Oona also opens up about the mindset shifts, team decisions, and copy-led strategies that helped her attract more of the right clients without compromising her life or her values.What you’ll learn:Why good work and referrals are not enough to grow (and what actually is)The moment it all clicked for Oona and how she used that insight to sell more effectivelyHow to build a business that supports your family, team, and clients without burning out

Sway Mastermind enrollment is open. This is the first time in five years of running this program that we've dedicated an entire podcast episode to walking through what it is, who it's for, and how it works. If you've been piecing together scattered information from podcasts, conferences, and courses but you're still not seeing results, this episode breaks down the comprehensive, systematic approach that's helped hundreds of wedding pros level up. Sam and Katy discuss the origin story, what's changed over five years, and what's completely new for 2026.You'll learn:Why Sam created a sales and marketing intensive when most wedding industry education focuses on creativity or business-in-a-box approachesHow the program has evolved from a one-month bootcamp to a year-long implementation intensiveWhat's new for 2026: custom AI tools powered by proven frameworks, Sway Pods for accountability, guaranteed hot seat coaching, and done-with-you deliverablesThe tier structure and VIP bonuses that reward early commitmentWho this program is for (and who it's not for)Enrollment open until March 5, 2026. 50 spots available. Link to learn more: https://ideactionconsulting.com/2026-sway-mastermind

You've been going to conferences, rebranding, redoing your portfolio, and adjusting your prices for years, but you're still not booking the luxury clients you want. The problem isn't your effort. It's where you're putting that effort. In this episode, Sam and Katy walk through the seven specific areas that make the biggest difference in attracting and booking luxury clients. These aren't the sexy tactics everyone talks about. They're the foundational pieces most wedding pros skip over because they think they need everything else in place first. If you're tired of guessing what to work on next, this episode cuts through the noise.You'll learn:How to build a referral network that sends you the right clients and what to post on Instagram when targeting luxuryHow to write website copy that does the selling for you instead of making couples work to understand your valueThe discovery call framework that educates buyers without being pushyWhat luxury proposals need beyond packages and pricing to position you as the obvious choiceWhy responding fast and personal to inquiries matters more than your pricing guideLink to join the Sway Mastermind early bird list: https://ideactionconsulting.com/early-bird-offer-landing

What if the version of success you’ve been chasing isn’t actually yours? In this episode, Sam and Katy unpack the disconnect so many wedding pros feel between what they thought would feel like success and what actually does. They share real client stories, surprising motivators, and practical ways to rethink your goals so you’re building a business that serves your life, not the other way around.You’ll learn:Why hitting big milestones can still leave you feeling emptyHow to tell if you’re chasing someone else’s version of successThe 9 core motivators that shape what really matters to youHow to reverse-engineer your business based on the life you actually wantEarly-Bird Offer for Mastermind: www.ideactionconsulting.com/click-me

Some sales mistakes are obvious. These ones aren’t, but they’re costing you real bookings. In this episode, Sam and Katy break down six common sales habits that quietly undermine your authority, kill momentum, and confuse high-value clients. If your discovery calls feel flat or your inquiries ghost after that first email, this one’s required listening.You’ll learn:Why “helpful” email templates might be pushing clients awayHow to handle pricing questions without triggering sticker shockThe #1 thing luxury clients actually want on a discovery callWhy features don’t sell and what to say insteadRegistration for panel: www.ideactionconsulting.com/click-me

Feel like you’re doing everything “right” and still not booking the clients you want? You might be buying into myths that are keeping you stuck. In this episode, Sam and Katy bust six of the most common luxury market misconceptions—from what high-end clients really look for, to whether referrals or influencer connections are actually necessary. If you’ve ever felt behind, confused, or just flat-out frustrated with the booking process, this episode will help you focus your energy on what actually works.You’ll learn:Why luxury doesn’t always look the way you think it shouldThe truth about referrals, and who really sends the best onesWhat to do when you’re not fully booked—and why that might be a good thingHow to know if you’ve already made it into the luxury space without realizing itLink to sign up for the panel: www.ideactionconsulting.com/click-me

If you’re struggling to book luxury clients and wondering where they all went, this episode will help you zoom out and see the bigger picture. Katy and Sam break down what’s really going on in the market right now—from client hesitation to increased competition—and why your calendar being only half full in January might actually be a good sign. They’ll walk through how buyer behavior has shifted, what today’s couples actually want, and what vendors need to say and show in order to stand out.You’ll learn:Why luxury buying looks different (and less obvious) than it used toWhat causes trust to break down in your marketing and sales processHow to identify and fix mismatched messaging across your brandThe two most important questions to answer if you want to book better clients

If your inbox is full of first inquiries that go nowhere, it’s probably not a demand problem. It’s a response problem. Most wedding pros treat that first reply like a formality, just something to check off the list. But couples are looking for connection, clarity, and a reason to keep talking.In this episode, Sam and Katy break down why those initial emails fall flat, even when the couple was excited enough to reach out. Slow replies, templated language, too much information, or a total lack of direction—all of it adds up to silence on the other end. They’ll show you what to do instead so you can get more traction with the inquiries you already have.Your next client is not ignoring you. They just need a better reason to write back.

If your calendar’s full but your goals are still sitting on the shelf, you’ve got a problem—and it’s probably not lack of effort. In this episode, Sam and Katy call out the quiet time sucks: projects that go nowhere, clients who demand too much, and work that looks impressive but leads to zero traction.You’ll hear what they’ve cut, what they’ve kept, and how they’re protecting their time like it’s a VIP guest list.Inside the episode:The hidden difference between being busy and being effectiveWhy people-pleasing is secretly wrecking your scheduleHow to spot (and stop) the projects that don’t deserve your energyA simple audit exercise that gives you hours back every weekPerfect listening if you’re ready to stop doing all the things and start doing the right things.

Most business owners end the year searching for tactics, but the real growth comes from getting clear on why you’re in business in the first place. In this episode, I walk through the turning points that helped me reconnect with my own motivations and explain how easy it is to drift into old goals or other people’s expectations without noticing. As you get ready for a new year, this conversation will help you zoom out, reset your direction, and make sure the business you’re building actually matches the life you want.Takeaways• Why you need to revisit your core motivations at the end of the year• How drifting into old goals or others’ expectations can derail your business• The role your psychological drivers play in every major decision• How to build next year around the life you actually want to live

If you’ve ever felt like Engage is too big, too overwhelming, or just not “you,” this episode is your permission slip to rethink that.I’m joined by Abby Jiu, longtime friend, creative partner, and now fellow co-founder at Duet, for a candid, post-Engage download fresh off the plane from Santa Barbara. We recorded this right after a week of late nights, long travel, and real conversations with the industry’s top players.In this episode, we talk about:What really makes an event like Engage worth it (hint: it’s not the parties)The growing trend of being seen in luxury, and why hiding your face might be costing youThe power of showing up as someone people want to get a beer with, not just someone with talent

You’re wiped. Or maybe just wildly uninterested in your own business. That’s not always burnout—it could be bore out, and it’s a real problem. In this episode, Sam and Katy unpack the difference between doing too much and not being challenged enough, and how each one quietly derails creative entrepreneurs.Inside this episode:Why burnout isn’t the only reason you feel stuckHow to recognize bore out before it tanks your motivationThe business moves people make when they’re bored (and how they backfire)Practical ways to reignite your energy without burning everything downThis is the episode you need when your business feels more like a chore than a calling.

Is your website just sitting pretty instead of driving inquiries? In this episode, Sam and Katy walk through seven quick fixes that instantly improve your site’s performance. These tweaks are easy to make and can have a big impact—no redesign, no developer, no stress.You’ll learn how to:Guide visitors through your homepage like a sales conversationUse testimonials the right way (and avoid the carousel trap)Write a services page that actually sells your workSimplify your contact form to get more inquiriesIf you want a website that books better clients faster, start here.

Today we’re diving into a conversation I know so many of you in mid-size and mid-market regions have been craving. Because while Instagram might make it look like luxury only happens in New York, LA, or destination hot spots, the truth is that real growth, real demand, and real opportunity exist everywhere — including the places where the industry often assumes it doesn’t.And few embody that better than today’s guest: Kate Turner of Kate & Company. If you’ve been in the wedding world for any amount of time, you’ve likely heard her name — or worked with someone she’s impacted — because Kate has built something remarkable out of St. Louis, Missouri. She’s grown a planning and design firm that serves high-end clients, produces destination events around the world, and still leads with an unapologetic honesty about what it actually takes to make it in this business.This episode isn’t just about design or pricing or scaling a service. It’s about what happens when you’re building a business in a mid-market that’s under-resourced, under-estimated, and sometimes flat-out resistant to change. We talk about being the first in your market to raise your prices, the confidence gap so many wedding pros struggle with, the messy reality of striving for more, and how vulnerability — real vulnerability — can become the thing that finally unlocks deeper connection with clients and peers.I've worked with Kate for years now, and she’s generous, candid, and incredibly grounded. And if you’ve ever felt alone in your market, or unsure if you can build a luxury-level business where you live, this conversation is going to feel like a breath of fresh air.Let’s get into it.

In the wedding industry, your clients don’t get a test drive. They have to hand over control, spend a lot of money, and trust that it will all work out. That means your real job in the sales process is not to impress people. It is to make them feel safe.In this episode, we talk about what actually builds trust fast. It is not perfection. It is proof, transparency, and humanity. You will learn how to use both direct and indirect trust builders to help clients feel seen, secure, and confident saying yes. We cover how to show credibility without sounding salesy, how transparency builds trust faster than polish, and why consistency across your website, calls, and emails matters more than you think.By the end, you will have a clear framework for building trust in every step of your sales process so clients feel at ease choosing you.Takeaways:Clients do not buy perfection. They buy trust.Trust comes from empathy, authority, and consistency.Direct trust builders include testimonials, press, metrics, and clear process steps.Indirect trust builders include calm confidence, active listening, and transparent communication.Transparency builds trust faster than polish ever will.Every interaction should communicate, “You can trust me to take care of you.”