Own Your Business

Has your business stopped working but you're not sure why? The leads dried up. The inquiries don't convert. You're working harder than ever but booking less.Chris J Evans knows that feeling. He went from triple-digit wedding volume in Hawaii to a complete business standstill. Instead of blaming the market, he rebuilt with small changes that had a big impact and this episode walks through exactly how he did it.You'll learn:Why adapting your portfolio to show risk instead of safe work attracts better clients How to diagnose when your business model has stopped working (and what to do about it)The specific positioning shift that took Chris from stuck to fully booked with luxury destination weddings Why taking ownership of your business problems is the only way forward when the market shifts

You nailed the discovery call, the chemistry was there, they loved your work, and then crickets. Or maybe they're still texting back, but it's been three weeks and you still don't have a deposit. In this episode, Sam and Katy unpack why some couples book in 48 hours while others take two months, and how to manage your own anxiety when the sale drags on longer than you'd like.You'll learn:Why booking speed has nothing to do with your sales skills or their interestThe psychology behind maximizers versus satisficers and how they decide differentlyHow to remove friction points and use micro-commitments to speed things upWhy 3 to 7 follow-ups is the right range before you cross into annoying

Urgency gets people off the fence, but it also makes you feel like a sleazy car salesman. In this episode, Sam and Katy break down exactly when and how to use scarcity and urgency without triggering buyer's remorse, defensive reactions, or total deal death. If you've ever felt gross sending a "this offer expires" email or watched a sale implode after you pushed too hard, this one's for you.You'll learn:Why urgency can either close deals or blow them up completelyThe difference between ethical scarcity and manufactured pressure tacticsHow to use soft holds and first right of refusal the right wayWhen countdown timers work and when they make you look desperate

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

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

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

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

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

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 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.

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

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.

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.”