Own Your Business

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

- And other big myths you might’ve heard about in the industry

Enjoy the episode!

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 for our company. We talk about:

- Why your “why” matters

- How you can attract more ideal clients with it

- And we’ll model a way to create your “why” by Katy asking me questions to surface the responses

If you’re interested in having us guide you through the experience 1:1, reach out to us at [email protected], or visit www.ideactionconsulting.com.

If you feel a little lost or burned out, and you want to feel inspired and reinvigorated, consider attending our Shift Retreat this November or December. We’re gathering a small group of wedding pros like you who are interested in making sure 2024 heads in the right direction for you, your business, and your life.

Visit www.shiftbusinessretreat.com for more information or to sign up.

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 challenges head on

- Ways to work through the challenges no matter what stage you’re at with your business

If you’re feeling stuck or stretched, check out our Shift Retreat, a fully immersive business workshop for wedding pros who are ready to break through the barriers of being stuck, or reimagine your business to eliminate that constant feeling of being burned out.

Head to www.shiftbusinessretreat.com for more information.

It’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:

- How she got her start as a wedding planner

- Big mistakes and lessons learned from the early years

- How she’s managed to create a company bigger than herself

Top 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 styles

- Potential blindspots for each style

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 converts

- The fine line between prequalifying and over-qualifying

- Why too many pros confuse elusive with exclusive

- What item on your email signature is costing you thousands in lost sales

If 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 ghosted or getting nos

5 popular approaches to closing that actually backfire more than they work

Simple ways to tweak the process - not overhaul it - to convert more inquiries at higher prices

Oh, really quick, before we begin the program in 15 seconds: If you’re a wedding planner and it’s Monday or Tuesday BEFORE March 8, 2023, check out breakthroughweddingplanning.com for information on the new training program I’ve partnered on with Megan Gillikin from The Planner’s Vault. We’re showing event managers how to sell and service full-planning clients so you can make more with every date on the calendar and get more of your weekends back!

It’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 experience with a rough stretch. He’s been through them before, because he’s been catering parties for the past 40 years.

And even though he’s got more years on his resume than many wedding pros do years on this planet, he still approaches daily work like a kid. He’s curious. He’s constantly challenging himself. And he’s committed to his team like few other business owners I know in the industry.

In today’s episode, you’ll hear:

- How Bob balances running a business with feeding his creative spirit

- What gives him the edge he needs to keep things sharp day in and day out for four decades

- And what he does to refill his passion and put purpose to everyday work

I hope you enjoy the conversation.

A short message about a new program for planners I’m doing with Megan Gillikin of The Planner’s Vault. If you or someone you know want to get out of the month-of rut and book more full-planning clients, check out Breakthrough.

It’s a three-month intensive designed to show planners how to sell and service more than month-of couples.

www.breakthroughweddingplanning.com

If 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 Middle East and United States.

We chat about

- How his entrepreneurial upbringing impacts his current success

- Ways to scale the business without doing it all yourself

- How to pick the right people for your team

- And where he gets inspiration to keep coming up with new ideas 10+ years in

I think Alex is one of the smartest, savviest business owners in the events industry, and after this interview I think you’ll see why.

Enjoy the conversation!

Oh, a quick note. If you’re a wedding planner who’s stuck booking month-of clients, but want to fill your calendar with more full-service clients, check out the new three-month training program I’m doing with Megan Gillikin of The Planner’s Vault.

Visit the link in show notes to get early-bird VIP access starting Monday, February 27.