A few weeks ago I did an episode about how wedding business owners are being sold a single version of luxury and told it’s the only version available. It struck a chord with many of my clients and others who reached out, because I busted this myth that if you want to find success you have to do it a certain way - usually represented the way the people on top have done it themselves. 

I think that road to success is well-paved and well-travelled by people who want the same kind of success. Million-dollar budgets, Lake Como and the Amalfi Coast every weekend, clients who all look like models. 

But I’ve talked with thousands of wedding professionals who have a different version of what success can look like, of what it means to build a business they’re proud of, one that gets them what they want in life.

And their ideal clients look different too. Just like there’s more than one version of success, and more than one version of luxury, there’s also more than one version of an ideal client. Sure, we all want couples who pay higher prices - but what else should we look for?

And how do we speak to them in our marketing and in our sales process?

Today I bring in Katy, my wife and business partner - and ideal client expert - to talk shop about ICAs.