Gen Z

How To Get More Wedding Inquiries

5 Website Changes You Can Make Today

Wedding welcome party photo by    Cameron Clark

Wedding welcome party photo by Cameron Clark


If you’re a wedding entrepreneur, here are four changes you can make to your company’s website that will help you get more inquiries.


1. Create one clear call to action throughout your site.

Not three, not five, not eight. One.

If you're a service-based wedding professional, the point of your website is to get potential clients to contact you so that you can start a conversation. It is not to convince them of everything they need to know.

We like to think that people click through our sites in the way that we've laid them out, that they’ll go through all our galleries, or swipe through our 10 favorite things, or that they'll complete the fun Buzzfeed-style quiz on the wedding colors that best match their personality, but they don't.

The majority won't even land your home page, they'll land on whichever page on your site best matched their Google search term.

Make sure whichever page they land on is clear about what step you want them to ultimately take. That ultimate step should be contacting you.


2. Delete all industry jargon from your website's copy.

You may hate the term "vendor" or "supplier” (and with good reason), but a potential client who has no experience with the wedding industry will assume the term "creative partner" refers to your business partner or your life partner. They have no idea that you're referring to wedding professionals from other companies.

If this is the battle you want to pick, that’s your choice, but educating a client on how much weddings actually cost may be a better issue to focus on than making sure they get their vocabulary straight, especially since wedding spending is down and the DOW dropped 800 points earlier this month after “the bond market flashed a warning sign about a possible recession for the first time since 2007.”


3. Make your website’s copy inclusive.

Love is love, and it’s important that your site’s copy doesn’t unintentionally alienate people based on who they’re marrying.

Instead of writing the singular “bride and groom” (assumes the partnership includes one of each), you can use :

  • “bride or groom” (“Our services are designed to take all the stress off the bride or groom’s plate.”)

  • the plural: “brides or grooms”/”brides and grooms” (“I love seeing the faces of our brides and grooms when they see the beautifully designed ballroom for the first time.”)

  • couple/couples (“The couples we work with tend to be fun and down-to-earth while still appreciating the finer things in life.”)

On your contact form, if you need the second person’s name, simply use “Your Name” and “Partner’s Name” instead of bride/groom’s name for those fields.


4. Having a blog on your website is still the best SEO method. Period.

If you're not getting found online, blogging is the easiest and quickest fix.

If you have a blog but it's hosted elsewhere (Medium, Tumblr, Blogspot, etc), transfer it to your site. The best method is to host it as a folder (website.com/blog) and the second best is as a subdomain (blog.website.com).

I've written 2 million+ words on my wedding business blog over the years. I am not a blogger. It is not sponsored, ad supported, or affiliate-monetized. But it has landed me some of my biggest clients because it ensures I turn up on the first page for whatever they're looking for. Plus it shows that my expertise runs deep and I know what I'm talking about.

2 million+ additional words on my site for Google to crawl.

You know how many words my competitors have on their sites? Not 2 million. Not even close.

How many words does yours have? How many do your competitors have?

If you write paragraphs as Instagram captions (which do NOT help your SEO because they're coded as no-follow links), you can reprioritize to schedule some blog posts as well. Make the brand house you rent work for you (Instagram), but build equity in the brand house you own (your website and blog).

Also, "engagement season" in the United States starts at Thanksgiving (late November) and goes until Valentine's Day. If you want a potential bride or groom to find you once the question is popped and a ring is on their finger, start updating your site and blog now so that Google has time to index everything.


5. General web UX (short for "user experience") wisdom is that your contact form should be short and sweet.

By short, I mean three fields or less. Even bumping up to just four fields can reduce the number of people who fill out the form and click "submit" by over 50%. That measly extra field can cut your inquiries in HALF!

  • Unless you're a high-volume venue, you probably don't need their wedding date before you talk to them.

  • You don’t need to know up front where a potential client first heard of you, plus whatever they fill in on your contact form is probably wrong. They'll write Instagram because that was their last click when in reality they first saw you mentioned in a print issue of WedLuxe magazine, googled your company on their phone, clicked on a Pinterest result, clicked on a photo to a real wedding you had published on Over the Moon, clicked to your Instagram, then after scrolling for a while, clicked to your website.

  • A couple at the beginning of their wedding planning process likely does not know their real wedding budget yet. If they're having a luxury wedding, they may even assume that their budget will be around $50,000-$60,000 (they’ve heard the US national average is around $30k, so they figure doubling that number is a safe bet). Filtering them out by budget on your contact form is a sure-fire way to lose amazing clients who are happy to pay your rate once they've been educated on real costs and have been guided past sticker shock.

The above information is useful, but asking these questions can wait until your first conversation after you’ve gotten the inquiry.

That said, in some cases you can get away with more form fields without hurting your visitor-to-inquiry conversion rate, which can be helpful in certain circumstances. The catch with this is that the form fields have to be valuable to the potential client, not only to you.

For example, Millennials and Gen Z (aged 40 and younger) are famously guarded when it comes to giving out their personal cell phone numbers. This can be mystifying for people who grew up primarily sharing a landline with their family members.

Even so, it can be very helpful for you to get their phone number up front. If you opt to do this, one way to increase the chances that they complete your contact form is to include a field that asks how they prefer you contact them (by email, by phone, by text/WhatsApp, by Facetime).

A doctor or a teacher is unlikely to be able to take an unsolicited phone call and doesn't necessarily want non-urgent texts showing up on their Apple Watch. People working in an open-plan office where personal calls are frowned upon or personal email sites are blocked can often return a quick text without interrupting their workflow. If your destination wedding client lives outside the US, WhatsApp is likely king. Gen Zers are known for their love of FaceTime because – despite the anti-social label they’ve wrongly been given – they highly value face-to-face connection, even if it can’t be in person.

If you want clients from a younger generation to hand over their phone number on the initial inquiry form, make sure you give them the power to tell you how to use it, and then respect those boundaries.

What You Need To Know to Succeed in the Wedding Industry

Wedding Spending Is Down: 6 Things You Can Do • No. 6

Photo by    Cameron Clark

Photo by Cameron Clark

Here’s some not exactly splendid news: wedding spending is down in every budget category across the board, with the exception of the Ultra Luxury Wedding segment (budgets of $500,000+, not including the honeymoon).

Economists have been forecasting a recession to hit towards the end of 2019 for a while now, and while those predictions are not always accurate, wedding spending tends to be a canary in the coal mine for how people are feeling about their financial future.

At the end of my 2019 State of the Wedding Industry post, I outlined six things wedding professionals will need to do in order to navigate the coming uncertainties. In this blog series called 6 Ways to Survive a Recession, I’m diving into each one a little bit more. Here’s what’s been previously covered:

  1. Get super clear about what your brand is about and adjust your messaging accordingly.

  2. Diversify your marketing and play the long game by building equity in the brand house you own.

  3. Cultivate an inclusive community that authentically cares about something beyond themselves.

  4. Don’t buy into your own hype and don’t assume your popularity will last forever, especially if you’re one of the current industry it-girls.

  5. Acknowledge that true experts never stop learning and work relentlessly on pushing yourself to be better.


The sixth thing you should focus on is this:

Pay attention to what’s happening in the world so that you can adjust your business plan as needed.

It's often said that we are in an age of information overload, which is technically true. It is also true that this has been said every time technology has advanced since the beginning of time. It was said when books became something commoners could own and were no longer restricted to only the ultra wealthy. It was said when everyone had their heads buried in the morning paper on the train on their way to work. It was said when radios and then later televisions could be found in living rooms everywhere. It was said when phones, telegraphs, fax machines, computers, and the internet became commonplace. And it will be said in the future when something comes long that's even more advanced than the mini computer we all carry in our pockets every time we leave the house.

Technology will always move forward, never backward. This means that – by default – our society will always become more overloaded with information.

So how do you pay attention to the news that could impact your business on top of running your company, taking care of your family, and just generally having a life without becoming overwhelmed?

Decide what you need to know and stay up on, and then set systems and boundaries for how you'll consume that information. Here’s what I recommend for wedding pros:

  1. Pay attention to the news that impacts your company and your clients.

  2. Pay attention to the industry and your competitors – within reason.

  3. Don’t confuse gossip with news.

Let’s take a closer look at these three areas:

photo by    Cameron Clark

photo by Cameron Clark

The news that impacts your company and clients might include:

  • News about the commodities or product supply chain you may use in your business or things that impact your services (temporary bans on certain flowers set by the Department or Ministry of Agriculture, disease outbreaks such as the Zika virus that impact certain destinations, a shortage in cocoa beans that will ultimately wind up impacting your costs as a cake designer, changes in the diamond industry, etc)

  • Political news that impacts your business (tariffs that increase the cost of your rental or inventory imports, finance reform laws that penalize certain companies for event spending, the recent U.S. tax law changes, etc).

  • Market news that potentially impacts your clients’ investments and finances (the Madoff scandal, oil prices or real estate rates, etc)

  • Technology news that affects your work or marketing (how artificial intelligence (AI) is changing event design, changes in social media, etc).

Let's dive into this last one for a moment with the recent news that Instagram will be hiding the "like count" and follower counts on profiles (which they have already begun testing in Canada).

While Facebook claims that the reason they are doing this is to help people stop comparing themselves to others and to feel less pressured while using Instagram, the real reason has to do with the almighty dollar. If a company is spending money on an influencer, then they aren't spending it directly on ads with Instagram. Remember, Facebook is a business, and its purchase of Instagram was a business decision. The changes they make will always be in favor of putting more money in their pockets, not in yours. Here are some ways this decision will impact wedding companies:

  • It will make it easier for your work to be judged on talent and creativity, rather than have your work perceived as good simply because you are perceived to be popular because of your follower count.

  • Press features (in print and online) will start to carry more weight again as human nature will always look for a way to quantify things like status. Since people will no longer be able to publicly see how many followers or likes you have, they will look to other status signifiers to determine how to evaluate you against your competitors. (This may seem unfair, but effective marketing always centers on human behavior and how we actually make decisions – not on how we wished people would make decisions.)

  • You will have to develop a more holistic social media strategy based on more than vanity metrics and pretty photos. This has always been the best way to use social but, for a long time, people were able to skate by on pretty photos and build up a following without diving deeper. Those days are numbered.

  • We will see a lot more people sharing photos of their stats behind the scenes under the guise of, "I just totally want to be #authentic with all of you." The pressure to compete by manipulating numbers will not go away entirely.

  • We will see a lot more "influencers" open up consulting businesses as their ability to make money as influencers dries up and as wedding spending continues to plateau. Some will be legit, some won’t.

  • We will also see more wedding businesses add corporate services or move into corporate entirely. (For wedding planners looking to do this effectively, I recommend ROAR Playbook from Caryl Lyons – this is not sponsored, she is simply the real deal.)

  • Instagram will continue to be inundated with ads every third photo, and possibly more.

Staying up on the news about the coming changes allows you to think through and prepare ahead of time for when those changes arrive. It also allows you to explore what's next.

Which brings us to that popular question: What's after Instagram? What's the next thing?

The next thing has been here since 2016, and it is TikTok. If you want to understand how Gen Z views creativity and how they incorporate it into their daily life, download the TikTok app and look through some of its 500 million+ active user accounts.

As I mentioned previously in this series, Gen Z wants to know that you can do things, not just that you are an expert. TikTok is a social app focused on documenting actively doing things, not on "perfectly imperfect" selfies or having a color-coordinated “light and airy” grid.

While you should go ahead and reserve your company's social media handle on TikTok* so no one else can take it, I do caution against engaging before you have a strategy in place. You will definitely give off a "how do you do, fellow kids" trying-too-hard vibe if you do not take the time to get to know the platform and patterns of how people use it first.

*The social app Musical.ly was acquired and merged into TikTok in 2018, so if you had a Musical.ly account, you most likely already have a TikTok account.

Pay attention to the industry and to your competitors – within reason.

You should know what’s going on both with the wedding industry and with your subindustry within it. You should also know what’s going on with your competitors. That said, it’s important not to become obsessive about these things, as it can impact your work and creativity in a negative way.

Knowing what’s happening in the wedding industry allows you to know that business is slower in every budget segment except the ultra-luxury market (budgets of $500,000+ USD) and that it’s not just impacting you.

Paying attention to your subindustry allows you to know whether your wholesalers are able to source ingredients or supplies from a different place or if you are going to have to absorb the added costs of trade deal tariffs for clients you’ve already contracted with.

The idea that if people really want what you’re selling they will find a way to pay for it is true – to a point. There are market realities and everyone has a budget. It may be the biggest budget you’ve ever worked with, but every person has an amount where they will say “no more.” Don’t believe me? Quote a price of $10 billion in your next proposal to a dream client with an “unlimited budget” and see if they go for it.

The way this piece of well-meaning but not great advice often plays out is that the client will decide to splurge more on you by cutting what they’re spending on another vendor. Or, as the case may be, they will splurge more on a different vendor or supplier and decide they don’t actually care as much about what you offer.

It also means that you’ll know when you’ll be competing not just with direct competitors, but with other category suppliers whom your clients may prioritize more. If a couple places a high priority on design, then the tariffs on decor and rental imports means they have less to spend on their photographer or on their venue or on their invitations.

It’s also important to have an idea of what your competitors are offering so that you can realistically compete against them. Yes, your work has intrinsic artistic value, but, again, market realities are a thing. This doesn’t necessarily mean compromising on your price, but it may impact what is included in your price or what you prioritize in your business model so that you still meet your revenue goals.

For example, as a keynote speaker for the wedding industry, I do not use speaking as a loss leader in order to gain new clients. Many of my competitors do. That is a perfectly valid decision on their part, but my business model requires that speaking generate direct income for me. Because of this, I turn down speaking requests every month and choose not to compete on volume. Knowing that my competitors speak for free or for below market rate helps me shape other areas of my business to make up for any potential losses, but it does not change how I charge nor does it make me selfish. (Here are different ways to price speaking fees if you’re interested for your own business.)

Stay up on what the industry and what your competitors are doing, but don’t allow it to change anything without deeply considering your own goals and strategies behind it. A knee-jerk reaction to a price difference doesn’t do you any favors in the long-term.

Photo by    Cameron Clark

Photo by Cameron Clark

Don’t confuse gossip with news.

Everyone gossips to some extent – right or wrong, it’s another fact of human nature. That said, it’s always a good idea to take any gossip with a grain of salt, especially when the piece of gossip originates from someone's competitor. If a story makes one person look amazing and the other totally terrible, the truth is more likely somewhere in the middle.

Making decisions based on industry gossip rather than the actual facts can be incredibly harmful to your business and sometimes you may not even realize that’s what you’re doing. There's a term in digital media called "banner blindness" which refers to the brain skipping over sections of a web page where it expects to see ad banners.

A similar phenomenon happens in the offline world as well. When you're used to seeing or doing something so often, you stop noticing it. You become used to it or take it for granted. It's like the air you breathe or the water you swim in. Also, most company culture issues start with the person at the top, and if that person is you, it can be more difficult to pinpoint because it means taking an honest look inward and being upfront about your flaws.

If sharing information on other people's lives is the conversational currency you use to make or keep friends, then gossip is going to be a problem in your company and it is going to infuse itself into your decision making and the decisions your employees make without you even being fully aware of it.

Take an honest look at some of the decisions you’ve made and whether they were based on facts or gossip. Did you choose to not work with someone who could be an important creative partner because of gossip their competitor spread? Did you skip meeting with a venue because of an unfounded rumor about the owner? Did you skip attending a conference because someone who only looks for silver bullet/magic wand solutions and whose business never seems to improve said it wasn’t worth it?

Feedback is important, yes, but consider the source when making your decisions and whether or not they gain something (either tangible or ego-related) out of making the other person look bad.

Photo by    Cameron Clark

Photo by Cameron Clark

Practical ways to pay attention when you’re busy.

Everyone’s busy, either with paid work or with work that will hopefully generate paid work. Adding more things to pay attention to can seem overwhelming. Here are a some pragmatic tips to help you stay in the loop without going insane:

  1. Take stock of how much time you actually spend scrolling social media. 15 minutes a day adds up to over two 40-hour work weeks per year. Most people spend much more time than that scrolling Instagram or Facebook and falling into the trap of what my friend Marcy Blum calls, “Compare and Despair.” This does you no favors (plus following only wedding peers and competitors pretty much guarantees your work ends up looking the same).

  2. Channel some of that now freed-up time to use social media as a listening device rather than just a marketing tool. Twitter Lists are a highly underrated feature and can be your BFF when it comes to staying up on the news or in the loop with certain thought leaders (and yes, if you want more mainstream media features or corporate clients or C-suite wedding clients or GenZ clients, Twitter is still very much a relevant platform.*)

    Twitter lists can be public or private and are different from your main “following” feed. I use my main feed to follow people I want to hear from any time I check in. I use private lists to sort by topic and check in on them weekly or even less frequently than that. I have a certain list that I check once or twice a week with thought leaders on a variety of topics (most academics end up on this list because they tweet A LOT). I also have respective lists for VCs so I can stay up on the investment world, tech leaders, editors and producers, journalists, etc, plus a list of comedy writers for when I just need to laugh. You can learn a lot that ends up benefiting your business and creativity just by listening.

    *If you haven’t used Twitter in a while, it may appear the same, but the culture and how it gets used is very different than it was in the early 2010s. Take some time to learn how it is used now. Also, if you have your Facebook or Instagram posts auto-linked to it either through the apps or via IFTTT, disconnect those immediately. It’s not 2014 anymore and it is an ineffective, outdated tactic that actively brands you as out of touch.

  3. If you are not a news or politics junkie, I’d recommend following specific writers and reporters who cover the topics you want to stay up on – this also allows you to continue following them when they change media outlets. Following just the main news sources can cause an overload of updates and if that’s not your thing or you’re not checking in every day, you’re more likely to give up rather than stay attuned to what you need to know in relation to your business.


  4. When it comes to the news, pay attention, but let it simmer before you make a decision related to your business. Political and technology-related news is moving so fast these days that what was breaking news this morning will be contradicted by another source tonight and tomorrow someone will leak documents or recordings of what really happened which likely will not be even close to the first two stories.


    There is no need to delete your Instagram account just because Facebook is changing how it gets monetized or Congress is considering regulating social media tech companies the way they did telephone companies.


Knowing what’s happening in the world – both in the world of weddings and in the world at large – can help you make smarter, more effective decisions. Yes, it is more work, but in the words of Malcolm Gladwell, “The people at the top don’t work harder than you. They work much, much harder.”


The Wedding Industry Experts (and the Charlatans)

Wedding Spending Is Down: 6 Things You Can Do • No. 5

Photo by    Cameron Clark

Photo by Cameron Clark

Here’s some not exactly splendid news: wedding spending is down in every budget category across the board, with the exception of the Ultra Luxury Wedding segment (budgets of $500,000+, not including the honeymoon).

Economists have been forecasting a recession to hit towards the end of 2019 for a while now, and while those predictions are not always accurate, wedding spending tends to be a canary in the coal mine for how people are feeling about their financial future.

At the end of my 2019 State of the Wedding Industry post, I outlined six things wedding professionals will need to do in order to navigate the coming uncertainties. In this blog series called 6 Ways to Survive a Recession, I’m diving into each one a little bit more. Here’s what’s been previously covered:

  1. Get super clear about what your brand is about and adjust your messaging accordingly.

  2. Diversify your marketing and play the long game by building equity in the brand house you own.

  3. Cultivate an inclusive community that authentically cares about something beyond themselves.

  4. Don’t buy into your own hype and don’t assume your popularity will last forever, especially if you’re one of the current industry it-girls.


The fifth thing you should focus on is this:

Acknowledge that true experts never stop learning and work relentlessly on pushing yourself to be better.

It is true that not every wedding professional is an expert. It is also true that there are a ton of wedding professionals who are experts but who refuse to identify as such.

True experts:

  • Are consistently good at what they do

  • Have a proven track record

  • Have the skills and knowledge base necessary to make solid, effective decisions on the fly when things don’t go as planned

  • Can go beyond reciting facts and information

  • Know how to approach and adjust for nuanced situations

  • Never advocate one-size-fits-all solutions

  • Are insatiably curious and always finding ways to improve (to paraphrase an old saying, “An amateur works to get it right, a professional works to never get it wrong.”)

If you read this list and realized you are not yet an expert, that’s totally fine. Now you have a goal to work toward.

If you meet all the criteria of this list and are still uncomfortable calling yourself an expert, I’d encourage you to dig into why that may be so that you can get to the root of that discomfort. Does it comes from your people-pleaser tendencies and not wanting anyone to dislike you? Does it come from a misunderstanding of what true humility is? Does it come from a teacher telling you that you would never be the best? Does it come from a parent or sibling never letting you upstage them? Does it come from giving imposter syndrome too much power? Does it come from a fear of gossip from colleagues or friends who don’t necessarily want to see you fail, but definitely aren’t okay with you outpacing them?

Consider this: Warren Buffett and his long-time business partner Charlie Munger are very open about the fact that they read voraciously, each devoting about 80% of their day to reading. Are we going to say they aren't experts at finance or investing because they set aside so much time to continue learning? Of course not.

Buffett and Munger are both experts at what they do and part of what makes them so successful is that they know that no matter what they’ve done, how many billions of dollars they’ve each made, there is always more for them to learn, more areas in which they can improve.

If you think you’ve “arrived,” you’ve settled. Calling yourself an expert and then resting on your laurels holds you back. Refusing to call yourself an expert also holds you back. False humility can harm you just as much ego can.

Photography by    Cameron Clark

Photography by Cameron Clark

Setting Yourself Apart From the Charlatans

Ten years ago I spoke on a conference panel with two other industry colleagues. The panel was offered as a breakout session option, with us basically repeating the same presentation three times that day to three different groups of attendees. We had a phone meeting prior to the conference and nailed down what each of us would cover. The first breakout session went great, with each of us following our pre-determined topics, me speaking last. During the second session, the first panelist started talking and instead of giving her topic, decided to parrot exactly what I had said in the first breakout. Fortunately, because I am expert at what I do, I was able to draw from a deep well of knowledge and didn’t have to rely on my prepared notes and talking points that she decided to present as her own.

The wedding industry is full of true experts who are creative and who help raise the bar for everyone. Unfortunately, it is also full of charlatans. And for people who don’t know what they don’t know about what you do – which is almost all wedding clients – you will have to show what sets you apart from the fakers and the takers.

In order to do this you need to know your field, your subject, your product, your process inside and out. You have to be able to roll with the punches and be able to say, “Don’t worry, there is way more where that came from” when someone copies or straight up steals from you.

You need to know how to handle a situation where your roll of film malfunctioned and didn’t capture the couple’s ceremony kiss. You need to know how to securely rig a truss so that you don’t get every other designer banned from hanging floral chandeliers in that venue in the future. You need to know what to do when the fire inspector shuts down your production installation three hours before the wedding begins. You need to know what to do when you find the groom passed out from a cocaine overdose.

And yes, all of these are true examples of things that have happened.

I shared a story previously in this series about how being copied hurts and how Tory Burch still gets bothered by it. And while that is true, and while you should do what you need to to legally protect your intellectual property, the very definition of being a trendsetter means setting the trends for others to follow. If no one is doing what you’ve done, then you did not set any trends at all.

If you want to be a trendsetter, you will need to stay ahead of what everyone else is doing. This means constantly pushing yourself to learn more and approach things with a level of curiosity that the average professional either does not have or is too lazy to exercise.

On a related note, over 90% of journalists, editors, and producers use the term “expert” when they are researching sources for features and stories they’re working on. If the only people willing to call themselves experts are the charlatans, you only have yourself to blame when editors and journalists call them for an interview instead of you.

Letting Go of the Myth That Time = Expertise

We need to let go of the myth that length of time in a job automatically translates to deeper expertise. Yes, we all learn a certain amount through trial and error, and those lessons come with time. We also all know people who have been around forever who are simply not great at what they do.

During the 2008 recession, many young event planners making 6-figure salaries at banks and Fortune 500 companies where they planned 200+ events a year were laid off, thanks to the fine print in the bail-out laws that penalized corporate event spending. When they decided to open their own planning businesses in order to pay the bills and as a way to scratch the creative itch they had missed in the corporate world, many in the wedding industry wrote them off as "newbie millennials" when in fact their expertise could run circles around some of the industry veterans.

A person who planned close to 1000 events in the 3-5 years they worked in-house at a corporation has the skills required to plan a complex wedding. They already know all about permit processes, load-ins, power supply, union labor laws and exemptions, complicated budgets, multi-page schedules, etc. They can do all this in their sleep.

Length of time in a field can only make you an expert if you are committed to learning from your mistakes, changing things so they aren't repeated in the future, and remaining insatiably curious so that you are always thinking through how to make things better or different.

Photo by    Cameron Clark

Photo by Cameron Clark

Selling Your Expertise to Gen Z

Gen Z is the "activist generation" (I sometimes refer to them the "get s*** done" generation) and they expect the experts they hire to be able to do things, not just know things.

For Gen Z, expertise is a given, much more so than it was for millennials. Millennials want the best and consider custom to be standard, not an upgrade.

Gen Z not only expects custom to come standard, they expect you to be constantly upgrading your own knowledge. If millennials were the MySpace and Facebook generation, Gen Z is the YouTube generation. It is their preferred social network, their preferred search engine, and their preferred method of learning and sharing what they learned.

Millennials primarily consider DIY to be a creative outlet rather than a money-saver, thanks to watching Martha Stewart or the original Emeril cooking shows growing up. Gen Z considers DIY to be a part of their every day life. Their favorite TV shows are Chopped, Chopped Junior, Nailed It, Cake Wars, Amy Poehler’s new crafting show Making It, Project Runway, etc, and then they take to their own YouTube channels to show off their own creations and teach others what they’ve been learning. For Gen Z, being creative isn’t an outlet for when you need to relieve some stress, it’s very much just part of who you are as a person.

If your expertise is limited to who you know or to basic information, the days of being able to monetize that are over. If it can be found on Google, you cannot charge a premium for it. Period.

For Gen Z especially, you will need to show why you are an expert and that you have the ability to do what they are envisioning. This needs to happen in the marketing, sales, and in the working together stages of your entire process.

During the sales process, the ability to show your expertise is going to be in direct correlation to your ability to listen deeply.

You already know that the number one mistake wedding pros make is sending pricing right away without having a real conversation with the potential clients first to figure out what they really need from you.

Another common mistake is expecting potential clients to have things figured out before they meet with you. Maybe they do, but most often the ideas they have are lovely in theory but won’t work in practicality. To figure out what they really want and how they approach decision making, it’s wise to ask questions that may seem “fluffy” or superficial. The fact of the matter though is that we as humans are relational beings first, and task-driven second.

One question almost every wedding pro should ask a prospective client is how they met and/or the story behind the proposal. You’d be surprised how many wedding sales conversations don’t include this at all. If the bride or groom gives you a clipped answer (“Online.” “At church.” “At work.”), move on. Otherwise, let them talk.

You can learn a lot about people from this question, including what type of restaurants they enjoy, what they do for fun, family dynamics (rule of thumb: if someone proposed in front of their entire family, they will typically have more than the average amount of decision makers weighing in on wedding decisions – something you definitely need to know that they may not be able to consciously pinpoint), etc. Plus these questions give you the perfect opportunity to show your expertise based on various points in their story:

"It sounds like you both really love being outdoors, but you're getting married in February. Let me show you some photos of how we transformed a ballroom to look like a garden. It was a three day install and we had to fly these particular flowers in from Honduras. We'd need to plan for a longer lead time to make sure the rentals don't get grounded by UPS because of a snowstorm, but our process takes all of that into account so you won't have to worry about it at all."

By simply letting them talk about themselves and listening to their stories, you are able to show your expertise by tying it to particular details rather than just saying "We do this, this, and this."

After this, it’s not unusual to get a reply along the lines of: “OMG, I never knew so much went into all the pretty photos I've saved on Instagram and Pinterest.”

Let your competitors ask questions that demand the clients have decisions made already. Your job is to be their guide, no matter your field. They have likely never planned an event of this scale before. They have likely never spent more than a few hundred dollars on photography, and those experiences were probably in a studio or for no more than an hour at a time of day that had perfect light. They likely don't know that they should reserve more shuttles because the country club they've chosen as their venue is easy for their destination guests to get to during the day, but tough to depart from at night because of the curvy mountain roads and fewer street lamps thanks to the city's light pollution ordinances, not to mention the open bar factor on their guests' sense of judgment. They likely don't know that the specific flowers they saw in a styled shoot and now want at their food stations for their courtyard reception attract bees.

Your job as a planner or photographer or transportation company or florist or caterer is to guide them through these decisions. You are not an order taker. You are the expert. There are plenty of wedding pros who cost a lot less than you do who would be a better fit for a couple who just wants someone to do exactly what they say, no questions asked, no expert input required.

If you are going to charge expert-level prices, you need to provide expert-level work. In contrast to this, if you are not an expert, you need to be charging amateur prices. Hopefully you’re able to get past whatever hangups you may have about calling yourself an expert. The wedding industry is better when the creative entrepreneurs in it confidently bring all their gifts to the table.