Own Your Business

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.”

Most websites don’t fail because of bad design. They fail because the pages don’t have jobs.Every page on your website should do something specific to move the buyer forward — build trust, create clarity, or drive action. In this episode, we break down the six essential website pages that actually sell. You’ll learn how each page fits into the buyer’s journey, what kind of content belongs on it, and how to design your site so it guides visitors naturally from curiosity to commitment.We also look at how to use social proof strategically across your site, why the Services page is often the missing link between interest and inquiry, and how your full site should tell one clear story instead of six disconnected ones.Takeaways:Most websites fail because the pages aren’t built with purpose or strategy.Each page has a specific job: empathy, connection, clarity, proof, or action.The six essential pages are Home, About, Services, Portfolio, Case Studies or Blog, and Contact.Every page needs proof points that build trust and reduce risk.Your website should tell one cohesive story that leads buyers toward a confident yes.

Your website isn’t where people find you. It’s where they choose you.By the time most couples visit your site, they already know who you are. They’ve seen your work, heard your name, or followed you online. They’re not discovering you for the first time. They’re deciding if you’re the right fit. In this episode, we talk about how to turn your website into a true decision-making tool instead of a simple marketing brochure. You’ll learn how to meet buyers where they are in their journey, what content actually belongs on your site, and how to build the confidence that turns interest into inquiry.Takeaways:Most couples arrive on your website already interested. Your job is to help them confirm, compare, and commit.Your website fits between “solution aware” and “product aware” in the buyer’s journey.Focus your site on clarity, proof, and empathy instead of broad education or inspiration.Design for return visitors who want reassurance after a call or proposal.Remember that your website is not a discovery tool. It is the decision tool that helps buyers say yes.

Most people think the magic of Engage happens once you arrive, but the truth is your success starts long before the welcome party. If you’ve ever felt overwhelmed by the idea of showing up to a major industry event, this episode will help you feel prepared and confident from the start.After attending eighteen Engage events and coaching dozens of clients through their own experiences, I’m sharing exactly how to plan ahead so you can show up intentionally, connect authentically, and make every conversation count. From refining your online presence to setting goals and mapping out follow-ups, these strategies will help you get the most out of your investment — and actually enjoy the experience while you’re there.Takeaways:• Define your “why” for attending so you stay focused and intentional• Update your online presence before you step into the room• Prepare your talking points to make networking feel natural• Plan your follow-up strategy before the event even begins

If it feels like couples are taking forever to book right now, you’re not imagining it. Across the industry, wedding pros are seeing the same thing: inquiries come in, great conversations happen — and then everything slows down. Couples wait weeks, even months, before making a decision. Some ghost. Some circle back at the last minute ready to move.What’s happening isn’t just procrastination — it’s buyer behavior shifting. Today’s couples are juggling busy lives, endless choices, and a constant stream of content that makes every option look good. Planning a wedding has become a second job, and decision fatigue is setting in fast. When people are overloaded, they don’t make confident choices. They stall. They scroll. They default to “not yet.”That’s why, in this episode, we’re unpacking what’s really behind the slowdown — and how you can adjust your process to match the way modern buyers actually make decisions. Because the reality is, you can’t sell to this year’s couples the same way you did even a few years ago. Their brains are working differently. And if you want to keep momentum in your pipeline, your sales approach has to evolve too.We’ll talk through the three big behavioral forces driving the delay — ego depletion, analysis paralysis, and loss aversion — and show you how to design your client journey to guide couples forward with less friction and more trust. It’s about removing obstacles, simplifying choices, and creating an environment where the “yes” feels easy and natural.And while this episode first aired last year, it’s one worth revisiting. The challenges we talked about then have only intensified — and the insights are even more relevant now. So whether you’re listening for the first time or the fifth, take notes. Because understanding what’s really going on in your buyers’ heads is the first step to helping them move from “thinking about it” to “booking it.”

Every wedding pro wants more bookings and higher prices, but too many are chasing the next quick fix that promises overnight results. The truth is there are no silver bullets. Growth comes from learning, applying, practicing, and improving. In this episode, we break down why shortcuts fail, what they cost you in the long run, and how to commit to the real path that builds confidence, sales skills, and a stronger business.TakeawaysWhy quick fixes and silver bullets never deliver long-term growthThe hidden costs of relying on templates, scripts, or copycat strategiesHow learning, practicing, and improving leads to more confident salesWhy steady, consistent effort is the fastest track to higher prices and better bookings

Most wedding pros are treating AI like a shortcut for captions, blogs, and emails, but that’s not what gets clients to say yes. The real opportunity with AI is using it to sharpen your sales game. In this episode, we dig into how AI can help you read your clients better, position yourself against competitors, and keep momentum alive in the sales process. Instead of saving time, you’ll learn how to use AI to close more bookings.TakeawaysWhy treating AI like a content machine is keeping you from stronger salesThe real risks of relying on generic captions, blogs, and emails to win businessHow to use AI for smarter sales insights drawn from feedback, competitors, and your own notesWhat it looks like to shift from busywork to bookings with a Sales IQ approach

AI is everywhere, and wedding pros are feeling the pressure to use it. But most are jumping in without a real plan. They’re grabbing tools, copying templates, and hoping it saves time. Instead, they end up with content that sounds bland, robotic, or totally off-brand. In this episode, we’re calling out the biggest mistakes creatives make when using AI and showing you how to shift from “get it done fast” to “make it work for me.” If you want to use AI without sounding like everyone else, this one’s for you.Takeaways:Why using AI just to “save time” actually wastes itHow to spot misaligned, off-brand AI content before it hurts your businessThe right mindset shift to use AI as a creative partnerStrategic ideas for weaving AI into your workflow without sounding generic

Summary:You say you’re ready to pivot, but weeks or months later, nothing has actually changed. This episode is for every wedding pro who knows their current strategy isn’t working but can’t seem to gain traction on a new direction. We unpack why strategy shifts so often stall out, the mental spiral that keeps you stuck, and what to do before making any big move. If you feel like you’re circling the same business problems over and over, this conversation will help you find your way out.Takeaways:How to recognize the signs that your strategy needs a resetWhy common “fixes” like rebranding or hiring a coach often don’t solve the core issueThe hidden costs of avoiding deeper strategic workA smarter, slower way to start shifting direction for real

Bookings feel slower. Buyers seem harder to reach. The market feels crowded and uncertain. If you’ve been wondering what’s going on, you’re not alone.In this solo episode, I’m walking through what I see happening across the wedding industry right now. I’ll share my perspective on shifting buyer behavior, rising competition, changing definitions of luxury, and the day-to-day challenges of trying to grow a creative business in a more complex market.This episode is here to give you clarity. Not just about what’s happening, but about what to focus on. Things feel different because they are. But that doesn’t mean your business can’t grow. You just need a clear view of the landscape and a plan for how to show up inside it.Takeaways:Luxury is about how you make people feel. A beautiful design means less if the experience behind it is stressful or disconnected.There are only so many premium clients to go around. More vendors are chasing fewer seats at the high-end table, which makes relationships and consistency even more important.You don’t need a perfect booking. Two out of three is enough. If the price is right, the project is interesting, or the client is kind, take the win.Results follow effort. Keep improving your follow-up, your portfolio, your proposal, and your presence. Focus on what you can control and keep showing up.

A candid, behind-the-scenes conversation with top wedding industry pros about what’s really going on in 2025 and how to move forward.If you’ve been wondering whether the slowdowns, buyer shifts, or budget stalls are just you, you’re not alone.This panel brings together five of the sharpest minds in the business to tackle the hard truths shaping today’s market. No fluff. No sugarcoating. Just real talk from people who are in it every day, with clear insights into what it takes to thrive in a rapidly changing industry.Whether you’re feeling stuck, confused, or ready to pivot, this replay is your chance to get clarity and direction for the road ahead.Panelists:Abby Jiu, Photographer, Abby Jiu Photography, Duet Social MediaDaniel Kim, Photographer, Daniel Kim PhotographyLaura Ritchie, Principal Designer, Grit & Grace Inc.Eleanor Scola, Director of Sales, NuageKimberly Richmond, VP of Sales (Weddings), ALHISam Jacobson, Founder, Ideaction Consulting and Duet Social MediaWhat You’ll Hear:What’s really behind slower bookings and sales this yearWhy traditional marketing and sales tactics are falling flat, and what to do insteadHow top-tier vendors are adapting to buyer behavior shiftsWhat to expect in 2026 and how to prepare your business nowThe biggest mistakes people are making and how to avoid themKey Themes:Market contraction versus mindset trapsElevated expectations with lower lead qualitySales cycle realities and buyer psychologyRecession-proofing your brand and offer

This episode unpacks the biggest myth in the wedding industry: that “luxury” means expensive visuals and high-end aesthetics. If you’ve been chasing the look of luxury without getting luxury clients, this one’s for you. We break down what today’s buyers really want, why most pros get it wrong, and how to make your brand feel elevated through clarity, systems, and experience.In this episode:Why chasing luxury aesthetics leaves you burned out and stuckWhat modern luxury clients expect (hint: it’s not just pretty)The difference between looking high-end and delivering high-endHow to upgrade your process to feel effortless and elevated

More clients, more revenue, more help — but also more chaos? You might not be growing a business. You might just be making more work.Summary:In this episode, we break down the common trap creative entrepreneurs fall into: mistaking hustle and busyness for true business growth. We’ll explore why your efforts to “grow” might actually be making your life harder — and how to redefine growth in a way that gives you margin, clarity, and freedom. If you’re feeling stretched thin but still stuck, this one’s for you.Takeaways:The subtle but dangerous difference between growing a business and just making more workWhy hiring, more services, or new offers often don’t solve the overwhelmHow brand clarity and systems are the real drivers of sustainable growthWhat it looks like to pursue “margin over movement” in your businessCTA:Want to get out of the hustle and into actual growth? Join us at the Shift Business Retreat — a live, in-person experience where we help wedding pros like you reset, refocus, and build a business that runs with you, not on you

If your offer is good — maybe even great — but you’re still not booking enough of the right clients, you’re not alone.In this episode, we unpack why even the most refined services can fall flat when they’re not framed around what the client truly wants. From over-explaining deliverables to diluting your messaging with too much detail, we walk through the real reasons your offer might be getting passed over — and how to shift your approach so your value lands with clarity and confidence.Takeaways:Why a strong offer can still fall flat if it’s framed around you, not your clientWhat business owners do when bookings are low — and why those fixes backfireHow messaging becomes diluted when you grasp for attention or try too hardThe difference between selling the outcome and selling your process

Show NotesIf you’re doing all the right things but still not attracting the right clients, the problem probably isn’t your visibility — it’s your clarity. In this episode, we talk about what unclear messaging sounds like, how it confuses your buyer, and why posting more, showing up more, or networking harder often backfires. You’ll learn how to spot the real issue and what to focus on instead if you want better inquiries from clients who actually get what you do.Takeaways:What unclear messaging sounds like and how it shows up in your businessWhy visibility without clarity creates noise, not conversionsThe long-term impact of fixing surface problems without solving the root messaging issueWhat changes when your message is actually clear and buyer-aligned

Think 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 your booking rate, especially if you’re not getting enough inquiriesThe problem with treating discovery calls like sales pitches and how to shift your approachWhy quick, personal responses often matter more than polished automation in a luxury market

Last week, we talked about them—your buyers. Their psychology. Their motivations. What makes them say yes.But this week? We’re turning the mirror around.Because here’s the uncomfortable truth: Too many business owners are building companies to please other people.Trying to match what their peers are doing. Trying to win over buyers who may not even be the right fit. Trying to make their business look impressive from the outside while feeling completely misaligned on the inside.If that’s you, I want to shake you by the shoulders (gently) and say: You didn’t start your business to impress strangers. You started it to create freedom from a 9-5, from boring work, from doing what other people tell you to do.So let’s go back to the real question: Why do you own your business?What motivated you to step out on your own in the first place? What do you really want from this thing you’re building?This episode isn’t about your clients. It’s about you.I’ll walk you through the 9 core psychological motivators that shape not just how we buy but why we start businesses, how we grow them, and the decisions we make along the way. I’ll share my own stories, from my early days of chasing esteem and achievement to what actually fuels me now: autonomy and empowerment.And I’ll challenge you to get brutally honest about what’s driving you so you can start building a business that actually serves the life you want.No more old goals. No more outside validation.If you’re looking to stare burnout in the face and laugh, it’s a helluva lot easier when you believe 1000% in why you’re doing what you’re doing.Let’s talk about how to own YOUR business.

Today’s wedding couples aren’t booking vendors just for pretty pictures - they’re booking for how you make them feel. In this listener-favorite episode, we break down the emotional and psychological drivers that influence their decisions. You’ll learn why surface-level wants like flowers or photos are really about deeper needs like belonging, esteem, and connection, and how to uncover those needs in your clients. Packed with practical examples for planners, photographers, stationers, and more, this episode will help you craft messaging and experiences that resonate at an emotional level and inspire couples to say “yes.”What You’ll Learn:The 4 core desires driving wedding clientsWhy emotions matter more than detailsHow to craft messaging that connects on a deeper level