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Hey everyone, welcome back to the Wedding Planner Society podcast.
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I'm Chrissy Thomas, Senior Educator here at the CWP Society, and I am joined with our wonderful founder and CEO, Lori Hartwell.
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And today we are diving into a topic that honestly keeps us both up at night because of what it's actually doing to our industry.
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It really does, Chrissy.
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And we're actually doing a reboot of one of our most popular episodes, but with an updated focus that's even more critical now than when we first talked about it.
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Exactly.
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So today we're playing off with a phrase that we've all heard: why buy the cow when you can get the milk for free?
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But we're rephrasing it for the webbing industry.
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So now let's say, why get a planner?
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If you can get the information for free.
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And before anyone listening thinks, now wait a second, what are they talking about?
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Let me be really clear.
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We're talking about something that affects every single one of us in this profession.
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Guys, we're talking about planner code.
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We're talking about oversharing, and we're talking about how it's actually eroding the integrity and the value of our entire industry, not just your business, but all of our businesses collectively.
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So let's dive in.
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When we talk about planner code, what do we mean?
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So planner code is the unspoken professional agreement that we don't undercut each other by teaching couples to do our jobs.
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It's the understanding that when one of us gives away too much, it doesn't just hurt the one planner.
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In fact, it hurts all of us.
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It's about watching out for each other and protecting the value that our industry possesses.
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Yeah, I agree.
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And here's what I want to make sure that everyone listening understands.
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This isn't about, you know, being selfish or gatekeeping.
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This is more about recognizing that we have a collective responsibility to protect what makes our profession so valuable.
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So when we violate this planner code that we're talking about today, we're not just talking our you know ourselves out of bookings.
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What we're doing really is we're undermining the value that every single wedding planner and coordinator possesses.
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Exactly, Lori.
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And and for our CABP Society certified members, whether you're certified or master certified, this goes just beyond the planner code because when you become certified, you actually signed an agreement that you would uphold industry standards that protect the value of the professional wedding planning and coordination services.
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100%.
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And part of that agreement specifically addresses this issue.
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I mean, it acknowledges that everything that our members do and say can actually impact both the wedding industry and the CWP society.
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So we're actively working to prevent planners from unintentionally sharing misinformation or maybe providing guidance based solely on individual experience rather than industry standards as a whole.
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Yeah, and that's the tricky part about that too, Lori, because once you go through certification and you learn our frameworks, the systems, and best practices, guys, you can't unlearn them.
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You know, they eventually become a part of how you think, how you work.
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So when you believe that you're just sharing from your own experience, you're likely incorporating what you also learned through CWP Society without you even realizing it.
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Which means you really do need to be very, very mindful about what you are saying publicly.
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Because you might actually be sharing proprietary intellectual property without even knowing it and just sharing things that you shouldn't be, because it does undervalue us as an industry.
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Yeah, exactly.
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So let's talk about where this is happening, where planners are giving away the quote milk for free.
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And the first big area is social media.
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You know, social media allows us to share wedding content.
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We can showcase ourselves and educate our followers, kind of telling them that we're the expert in our field.
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You know, when I think about it with Instagram, Reels, TikTok, because video content is king.
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Because the whole purpose of that video content is to educate, entertain, and also inspire.
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Yeah, 100%.
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And you know what?
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I'm seeing some really amazing content being created by some fabulous certified wedding planners and master certified wedding planners.
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But I'm also seeing some wedding planners give away uh too much information to their followers.
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You know, they're giving their followers all the tools that they need essentially to just plan their own wedding without having to hire a wedding coordinator or a wedding planner.
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Yeah.
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And we get a lot of questions from planners of like, I'm supposed I'm supposed to be out there, I'm supposed to be doing reels and showing my face.
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So what are you talking about exactly, Chrissy?
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And I'll give you guys some examples of captions and real topics where planners may unintentionally be providing free wedding planning services and again, providing the milk and possibly even the whole cow.
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So an example would be questions to ask during a floral consultation, or how to book a wedding caterer, or maybe even how to create the perfect wedding floor plan, or creating the perfect wedding timeline, or even I've seen everything you need to know about room flips.
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Oh, a lot of information.
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It's just too much.
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And here's what's happening you know, I'm seeing that couples are watching these and thinking, oh, well, this doesn't seem you know that hard.
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I can do this.
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They just gave me a step-by-step guide.
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So obviously I can do this myself.
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And then they don't hire a coordinator or planner, but it's not just that they don't hire you, they're not hiring any planner or coordinator because you just taught them some of the basic tools, but not all of the tools that will make them successful.
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And here's Lori, what people are doing and thinking, well, this is what I'm saying at the end.
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I've seen where planners will give the detailed instructions and then at the end say, but you should hire a certified or a professional wedding planner or coordinator.
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And Lori, you and I have talked about this.
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This call to action at the end doesn't undo all the instructions and the tips and everything that you just gave them and that they that they've received.
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No, no, no.
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I mean, it's like giving someone detailed instructions for you know changing their own oil and then saying, but you should probably take it to a mechanic.
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They're they're going to think, well, why would I pay someone when I now know how to do this?
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I mean, it doesn't make any sense.
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Exactly.
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So while it's our job to educate couples, we have to make sure we aren't giving them so much free information that they no longer see the need in hiring you as their wedding planner or coordinator.
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So now let's talk about the second area where we're giving away the cow, and that is during consultations.
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And Lori, you know how much I love consultations, but this is where we have to be really careful.
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Oh, yeah.
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Because consultations are kind of dangerous territory for oversharing.
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It's where most planners and coordinators do the majority of it.
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So I love hearing couples' love stories and discussing their wedding day dreams.
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And, you know, I love like seeing what they're envisioning for their big day and how I can make those dreams a reality.
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But until they've signed the contract and paid their deposit, they're not officially my clients yet.
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Good point.
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Good point.
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And I'm I get it because I remember at the very beginning of my career, I would be that same way.
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I would just get really excited.
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When you know, when they would tell me their dreams and then love stories, my brain is already going into planner mode.
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I had to push the brakes on my mind there and not give them away too much information during the consultation.
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So, what should that typical flow look like when it comes to you conducting a consultation?
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Now, the first half is you're asking the questions, you're getting to know the couple, understanding their concerns, like Lori said, really getting to figure out what their wedding day dreams are and how you can hopefully make that reality.
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And that's what ties you into the second half where you're addressing those concerns by reviewing what package is the going to be the best fit for them.
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You're answering those questions, and hopefully at the very end, you are also closing the sale.
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You know, but the answering questions part is where wedding planners unknowingly start, you know, the whole, hey, you know, they begin wedding planning for them right there before they even sign the contract.
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And so that's where I'm seeing a lot of problems.
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Yeah, exactly.
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And I'll give you guys an example of what that looks like during a consultation, for example.
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So a couple says, Hey, you know, I know you mentioned that you have an approved vendor list.
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Who would you suggest to be my wedding caterer?
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And in that moment, because in your head, you've already thought about it.
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You're like, just based off of what you mentioned, your concerns, you're ready to give them a suggestion right there.
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But again, guys, that's the benefit of them hiring you.
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That is the part that they are going to be paying for.
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Exactly.
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And if you give them the list during the consultation, you've just given away one of your most valuable propositions for free.
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Yep, exactly.
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Now, Laura, the third area where people are giving away the milk and the entire cow and sometimes the entire farm.
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Oh, blog posts and website content because you know, blog posts are going to be a little bit meatier.
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That's where we're giving away the whole farm.
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Your blog posts are meant to educate and inspire, but again, are you educating a bit too much?
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I look at blog posts as a way to hook a potential client in to filling out an inquiry form.
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I want to provide them with the information to showcase my expertise, but to not give them the full tools needed to plan a wedding without me.
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And I've seen planners with blog posts like, oh, the complete guide to planning your wedding timeline, or you know, um, everything you need to know about vendor management.
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And they're literally teaching step-by-step processes that couples should be hiring them to do.
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Literally, they can just print off that entire blog post and get going with their wedding planning.
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When you guys are creating blog posts, I want you to ask yourself, how can I educate and inspire them to reach out to me and hire me as their planner, not how can I teach them to do this themselves?
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And here's the part that I really, really need everyone to hear.
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Every single time that you post instructional how-to content, and every single time you give away your processes during a consultation, and even every time you publish a detailed guide on your blog, you're not just affecting your own business, because that you are in fact doing that, but you're making it so much harder for every planner and coordinator in our entire industry to justify their value and their fees.
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And y'all, that is the planner code violation.
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When we do these things, we're undermining the value of our entire profession.
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We're contributing to couples believing that planning and coordinating a wedding is easy, that it's not worth paying for the professional help, and that they can follow some Instagram tutorials and TikTok reels and all the things and do it themselves.
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Okay, so now everyone listening is probably thinking, but I need to post content.
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I need to show that I know what I'm doing.
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So, how do I provide value without giving everything away for free?
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Yep.
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And guys, this is where we can really help shift your approach.
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So, Lori, I know you have a beautiful framework for this.
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What is the golden rule?
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All right, so the golden rule is inspire and intrigue.
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Don't instruct and complete.
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Okay, so you want to make couples think, wow, they clearly, clearly, clearly know what they're doing.
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I absolutely need to hire them.
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I don't know what I would be able to do without these people.
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Not, oh wow, they just taught me everything.
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Now I can do it myself.
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I love that.
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Inspire and intrigue, don't instruct and complete.
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Yeah.
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Let's talk about what that looks like in practice.
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What should we be posting instead?
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All right.
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So instead of how to create your wedding timeline, you can post something like I just spent six hours creating a timeline for a September wedding.
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And I know what you're thinking.
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Six hours for a timeline.
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Here's what most couples don't realize about professional timeline creation.
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And then you can talk about the complexity without giving away the how-tos.
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Lori, I love that because in that way you're showing them that yes, it is complex and that there are layers that they don't even know exist, and that you, as the wedding planner and coordinator, have the expertise that they don't, but you're not teaching them how to do it themselves.
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I mean, you couldn't have said it better.
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And here's another approach instead of, hey, here's some questions to ask your florist, you could post something instead saying, like, uh, I just wrapped up a floral consultation with an amazing couple, and in 45 minutes, we covered 23 different decision points that hadn't even been considered.
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This is why trying to navigate these conversations on your own often leads to, you know, either overstepping or missing critical details.
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I mean, it's just little things like that.
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Yeah, because in that way you're still demonstrating your expertise without guys giving away your whole process, without giving them the cow.
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You're creating that intrigue and that desire to hire you, but you're not giving them a checklist to basically follow it on their own.
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I mean, we have to be thinking about this.
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And so let me give you guys some specific content ideas that book you instead of training couples to not hire you.
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So instead ask questions or do a poll, like, are you planning or having a large wedding party?
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And then go into the pros and cons without telling them exactly what to do.
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You can share stats of what couples are doing right now.
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You can say this percentage still has a cake cutting, uh, this percentage does a garter toss.
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I mean, you're educating without instructing.
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What I like about that approach, Lori, the stats approach, is because you're providing value and showing that you know your industry, but you're not teaching them how to plan their wedding.
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Yeah, it's it's true.
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And another great approach too is you know, share some of the most common mistakes that you're seeing couples make when they don't hire a wedding planner or coordinator, uh, especially a certified planner or a master certified planner, like, you know, ordering way too many invitations, uh, hiring the DJ for the wrong amount of time, or trying to use magazine checklists that are just 1 million percent not thorough at all, does not cover everything that you need to think about.
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When I think about that approach, Lori, it kind of creates that fear of missing something important without actually telling them how to avoid making those mistakes.
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It's gonna make them want to hire you.
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It kind of goes back to what you mentioned earlier of like, I cannot do this without this person as my wedding planner.
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Inspire and intrigue.
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That's the key here.
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And here's a big one educate your couples on what you do.
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Okay.
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List your services, talk about your processes at a high level.
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When I say high level, I mean don't have it too zoomed in.
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You don't have to go into the weeds here.
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Uh, and share some behind-the-scenes complexity that always helps.
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Yeah, because when you think about it as wedding planners and coordinators, what our product is, is what we actually do.
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So it's great to talk about your product, but telling them all the questions to ask all their vendors and detailing how to plan their wedding step by step.
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That's essentially like Coca-Cola releasing its formula.
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And hey, make this at home yourself.
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How would that benefit your business?
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It certainly would benefit Coca-Cola or my favorite soda is Dr.
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Pepper.
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If Dr.
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Pepper released their formula to me, that would not be good for my health, probably.
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It would be terrible for your health, but it also they would go out of business from you alone.
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Okay.
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But no, it doesn't benefit anybody.
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And that's the whole point that we're trying to make, right?
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Your processes, your systems, your frameworks-that's your intellectual property.
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That's what makes you so valuable.
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Absolutely.
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So let's talk about the framework you should run your content through.
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So, Lauren, what are the questions planners should ask themselves before they post anything?
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You know, before you post anything related to planning or coordination, I want you to ask yourself these four questions.
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These are going to help you.
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So the first one is, am I teaching them how to do something that I am supposed to get hired to do?
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And if yes, the answer is don't post it.
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The second question is, am I making them think that they can do this themselves?
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If the answer is yes, you've got to reframe that entire thing.
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Uh, if the for the third question would be, am I creating desire for them to hire me or a professional like me?
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If the answer is no, you've got to revise it.
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Now, the fourth and final question you really should ask yourself here is Am I protecting the value that all planners and coordinators possess?
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If the answer is no, pivot, revise, you know, and make sure that you're inspiring and being intriguing.
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That's what your content is supposed to all be about.
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What I love about that fourth question is it brings it back to planner code.
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Yeah.
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Because again, it's not just about you, it's about all of us in the wedding planning industry.
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Yeah, exactly.
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I mean, your social media is supposed to be, it's supposed to make couples think, oh, this is a little bit more complex than I actually originally thought.
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And I definitely need a professional for this.
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You know, this professional that I just listened to on TikTok, you know, they clearly know what they're doing.
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I I want them specifically to do this for me or with me.
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Yeah.
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Your social media should not make couples think, oh, that's actually easier than I thought.
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I just follow these steps myself.
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Now I know how to do this.
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I don't need to hire anyone.
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That's a no-no.
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We don't want to unintentionally do that with your social media.
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I beg.
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I beg.
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That's all I'm saying.
00:17:28.319 --> 00:17:33.519
So now let's kind of talk about consultations because this is where I see planners really struggling.
00:17:33.839 --> 00:17:38.079
Chrissy, you are kind of a consultation guru, right?
00:17:38.240 --> 00:17:45.759
What's your approach that really has helped protect your value when you are sitting down with a potential couple?
00:17:46.000 --> 00:17:49.119
So my consultations do have a very specific structure.
00:17:49.200 --> 00:17:50.640
They are an hour long.
00:17:50.799 --> 00:17:55.440
And that first half are all the questions where I am learning about them.
00:17:55.680 --> 00:18:01.359
I'm learning about their vision, I'm learning about their concerns, their budget, and what their top priorities are.
00:18:01.440 --> 00:18:06.960
And in that moment, I'm taking notes, I'm listening, I'm also watching, I'm listening, I'm looking out at their body language as well.
00:18:07.200 --> 00:18:09.279
But I'm not solving their problems yet.
00:18:09.359 --> 00:18:12.480
I'm I'm hearing the problems, but I'm not solving them yet.
00:18:13.039 --> 00:18:18.880
Because, you know, the moment you start solving their problems, you're doing the work that, you know, you're supposed to be paying paid to do.
00:18:19.039 --> 00:18:21.279
And at the consultations, we haven't been paid yet.
00:18:21.440 --> 00:18:21.839
Yep.
00:18:22.240 --> 00:18:30.240
Because then in that second half, I'm addressing their concerns, but I'm addressing them by showing them which one of my packages would be the best fit and why.
00:18:30.400 --> 00:18:34.160
I'm explaining how my services will solve the problems they just talked to me about.
00:18:34.319 --> 00:18:36.319
But again, I'm not giving them the solutions.
00:18:36.480 --> 00:18:39.519
I'm showing them that I have the solutions that they need to hire me.
00:18:39.680 --> 00:18:41.119
And I'll give you an example here, Lori.
00:18:41.279 --> 00:18:53.519
If someone says I'm so worried about keeping everything on track during the planning process, so I'm mentioning, well, the beautiful thing about all of my packages is you get actually you actually get access to my very detailed, thorough checklist.
00:18:53.599 --> 00:18:57.599
It's not a checklist that you see in the wedding magazines, it's very detailed and thorough.
00:18:57.759 --> 00:19:00.799
What I'm not doing is saying, Well, hey, I you mentioned you were worried.
00:19:00.880 --> 00:19:02.240
Here's my checklist.
00:19:02.480 --> 00:19:04.160
I didn't hire me yet.
00:19:04.319 --> 00:19:06.880
But I am letting them know how I can solve the problem.
00:19:06.960 --> 00:19:09.359
I'm not giving them the solution right then and there.
00:19:09.519 --> 00:19:10.079
100%.
00:19:10.640 --> 00:19:17.759
Now, at these consultations, they're also asking, you know, well, who do you recommend for a photographer or for an entertainment provider?
00:19:17.920 --> 00:19:21.519
You know, so what do you say when they're asking those specific questions?
00:19:21.759 --> 00:19:27.759
You know, I let them know that's actually one of the biggest benefits of when you hire me as your wedding planner.
00:19:28.000 --> 00:19:32.079
I have these beautiful relationships with vendors across every single category.
00:19:32.240 --> 00:19:35.200
And the great thing is I customize it specifically to you.
00:19:35.359 --> 00:19:40.319
I match my couples with the wedding pros based on their specific style, their budget, and their priorities.
00:19:40.480 --> 00:19:47.039
So once you book with me, we actually have a dedicated meeting where all we do is go over the vendors that I'm gonna suggest for you.
00:19:47.200 --> 00:19:48.960
That's gonna be the perfect fit for your wedding.
00:19:49.039 --> 00:19:52.480
And I cannot wait to get that process started when you hire me as your planner.
00:19:52.640 --> 00:19:53.119
100%.
00:19:53.440 --> 00:19:55.039
I mean, it's all about curation, right?
00:19:55.119 --> 00:20:04.400
We want to make sure that our couples know that we're curating everything for them and that they're not just a number in our client, you know, uh portfolio.
00:20:04.559 --> 00:20:10.400
So because you've acknowledged that, you know, you have the resource that they want, what did you just do?
00:20:10.559 --> 00:20:15.359
Well, that creates value around it, but you haven't given it away for free.
00:20:15.599 --> 00:20:15.920
Yeah.
00:20:16.079 --> 00:20:19.839
And sometimes they'll push, you know, they'll say, Can you just give me one or two names?
00:20:20.000 --> 00:20:26.480
And I just stay firm and I say, you know, I want to make sure I'm matching you with the right wedding pros for your specific needs.
00:20:26.640 --> 00:20:33.599
And I can only do that properly once we have your onboarding meeting and once I have the full wedding details and we're working together officially.
00:20:33.759 --> 00:20:37.440
That's part of that personalized service that you get when you do hire me.
00:20:37.599 --> 00:20:39.759
Yeah, I mean, and that's that's perfect.
00:20:39.920 --> 00:20:50.880
I love that you say that because it kind of positions the vendor matching as incredibly valuable and a personalized service, not just a list that you're just gonna be handing out to any Joe Schmo.
00:20:51.680 --> 00:21:03.759
And here's what I'm gonna tell all planners and coordinators until they have signed the contract and paid your deposit, you are showcasing your expertise, not providing your services.
00:21:04.720 --> 00:21:06.400
That's right there.
00:21:06.559 --> 00:21:07.440
That's the line.
00:21:07.599 --> 00:21:08.160
That's it.
00:21:08.240 --> 00:21:10.720
That you're showcasing, you're not providing.
00:21:10.880 --> 00:21:11.759
I love that.
00:21:12.079 --> 00:21:15.200
Now, Lori, let's talk about blog posts and website content.
00:21:15.359 --> 00:21:17.119
What is your approach here?
00:21:17.599 --> 00:21:20.559
So, you know, my blog posts are designed to do two things.
00:21:20.720 --> 00:21:24.799
Um, the first one would be like to demonstrate expertise, but also create desire.
00:21:25.039 --> 00:21:29.839
So instead of, you know, how to create your wedding budget, you know, here's a step-by-step guide.
00:21:30.079 --> 00:21:36.559
I might write something like, you know, why most wedding budgets fail and what professional planners do differently.
00:21:37.119 --> 00:21:46.640
I love that because it's going to create that intrigue, but it still positions you as the planner or coordinator who has a solution without giving away that solution.
00:21:47.200 --> 00:21:47.839
Exactly.
00:21:48.000 --> 00:21:55.920
Or you could even do like instead of 10 questions to ask your caterer, I might write, you know, what happened when a couple didn't ask their caterer these critical questions?
00:21:56.000 --> 00:22:03.759
And then I tell a story about a real situation, you know, where someone Something went horribly wrong because the couple didn't have professional guidance.
00:22:04.000 --> 00:22:13.680
I like that because stories are quite powerful because with a good story, you're showing the value of a professional certified help without teaching them how to do it.
00:22:14.079 --> 00:22:22.880
I mean, every blog post should end with this amazing clear call to action, you know, because that's going to point them toward hiring you.
00:22:23.359 --> 00:22:36.480
If you want to avoid these common mistakes and have a professional managing these details for you, let's talk about how I can help and then have a direct link that goes right to, you know, hiring us and at least scheduling that initial consultation because that's a free consultation.
00:22:36.640 --> 00:22:36.880
Yeah.
00:22:36.960 --> 00:22:38.720
And they're on your website anyway.
00:22:38.799 --> 00:22:42.319
So the whole goal of this blog post is for them to reach out to you.
00:22:42.480 --> 00:22:46.720
So let's get them from the blog post webpage to then your contact webpage.
00:22:46.799 --> 00:22:48.000
So that way they're already there.
00:22:48.160 --> 00:22:52.400
Let's have that blog post attract and treat them enough to hit contact us.
00:22:53.279 --> 00:22:54.240
I love that.
00:22:54.720 --> 00:22:55.200
All right.
00:22:55.359 --> 00:23:02.640
So we've talked about what planner code is uh and where a lot of planners are violating it and how to shift our approach.
00:23:02.799 --> 00:23:07.039
But I want to make sure that we kind of sum up with the bigger picture here.
00:23:07.359 --> 00:23:12.319
Because again, guys, this is not just about your individual businesses.
00:23:12.559 --> 00:23:19.039
This is about our collective responsibility to protect the value that our profession possesses.
00:23:19.599 --> 00:23:27.759
Every single time a planner posts instructural content that teaches couples how to do our jobs, it doesn't just affect you, that one planner.
00:23:27.839 --> 00:23:29.680
It's going to affect all of us collectively.
00:23:29.839 --> 00:23:41.599
So when couples see multiple planners posting these how-tos, they start to believe that planning and coordinating a wedding is easy and does not require a wedding planner or coordinator at all.
00:23:41.839 --> 00:23:42.720
And then what happens?
00:23:42.960 --> 00:23:49.759
These sweet couples who are trying to DIY their wedding planning and coordinate their own wedding day, they end up overwhelmed.
00:23:49.920 --> 00:23:53.680
They hire less experienced people because they think, how hard can it be?
00:23:53.920 --> 00:23:58.559
They don't understand why professional planners and coordinators charge what we charge.
00:23:58.720 --> 00:24:03.200
They push back on our pricing because they think that we're just showing up on the day.
00:24:03.440 --> 00:24:03.680
Yeah.
00:24:03.839 --> 00:24:11.680
I mean, the overall value of our entire profession begins to erode for every single planner and coordinator trying to build a sustainable business.
00:24:11.839 --> 00:24:13.440
I mean, this is just, these are facts.
00:24:13.599 --> 00:24:20.160
Yeah, because this is a collective opportunity for us that requires us to really come together as a profession.
00:24:20.480 --> 00:24:25.200
We have the power to elevate our entire industry by protecting each other.
00:24:25.519 --> 00:24:35.759
I mean, we can agree as professionals that, you know, we're going to protect the value of what, you know, we do, and not just for ourselves, obviously, but for every colleague in our industry.
00:24:35.920 --> 00:24:39.039
We're supposed to care and love each and every single one of these people.
00:24:39.839 --> 00:24:45.039
We're supposed to inspire and intrigue, not instruct and complete.
00:24:45.119 --> 00:24:47.039
And we got to keep that focus in mind.
00:24:47.279 --> 00:24:50.319
Yeah, because guys, that is exactly what planner code means.
00:24:50.480 --> 00:24:54.000
We protect each other by protecting the value our industry possesses.
00:24:54.160 --> 00:24:58.880
We watch out for each other and we hold our profession to the highest standard.
00:24:59.119 --> 00:25:08.000
And here's the thing: when you post content that demonstrates expertise without teaching any DIY solutions, listen, you're not just helping your own business, but you are.
00:25:08.079 --> 00:25:08.960
You're helping your business.
00:25:09.039 --> 00:25:10.079
But it's not just you.
00:25:10.160 --> 00:25:14.960
You're actually helping every single planner and coordinator maintain that professional value.
00:25:15.119 --> 00:25:18.480
You're being a champion, actually, for our entire industry.
00:25:19.039 --> 00:25:19.839
Exactly.
00:25:20.160 --> 00:25:28.000
So before we wrap up, we do want to leave you guys with some action steps, meaning what should planners do after listening to this episode?
00:25:28.319 --> 00:25:33.359
Well, the first thing I want them to do is kind of go through, you know, your last 20 social media posts.
00:25:33.440 --> 00:25:44.000
And I want you to identify any posts that are instructional, how-tos, you know, that really teach couples, even on a small level, to do what you have been hired to do.
00:25:44.160 --> 00:25:51.359
And then I just want you to delete them or redo them and revise them using the framework that we talked about today.
00:25:51.680 --> 00:25:57.359
Now, second, before you post anything this week, let's run through those four questions that Lori mentioned earlier.
00:25:57.519 --> 00:26:02.079
Question one, am I teaching how to do something that I get hired to do?
00:26:02.640 --> 00:26:07.039
Question two, am I making them think they can do this themselves?
00:26:07.680 --> 00:26:13.279
Question three, am I creating desire to hire me or a professional like me?
00:26:13.519 --> 00:26:18.240
And the last question, am I protecting the value that all planners and coordinators possess?
00:26:18.480 --> 00:26:18.960
Perfect.
00:26:19.119 --> 00:26:27.440
Now, the third action step here would be to create three new posts this week using the inspiration, not instruction approach.
00:26:27.599 --> 00:26:37.359
Uh, and you know, go ahead and focus on showing complexity and highlight your expertise, create desire for having couples want your professional help.
00:26:37.680 --> 00:26:42.079
And the last action step will be review your consultation process.
00:26:42.319 --> 00:26:47.119
Make sure that you're showcasing your expertise, not providing your services for free.
00:26:47.359 --> 00:26:53.759
Okay, so that means you need to remember this: you are not being selfish by protecting your value.
00:26:53.839 --> 00:27:06.640
You're being professional, okay, you're being smart, and you're protecting an industry that really includes colleagues across the entire country, the globe, honestly, who possess the same professional expertise that you do.
00:27:06.880 --> 00:27:15.759
And most importantly, guys, watch out for each other, watch out for the industry because when we protect the value our profession possesses, we all succeed together.
00:27:16.000 --> 00:27:16.880
I agree.
00:27:17.119 --> 00:27:19.599
And that's what you know, what we have for you today.
00:27:19.759 --> 00:27:24.160
If you found this helpful, please share it with a planner and colleague uh who needs to hear it.
00:27:24.240 --> 00:27:36.960
And if you have any questions about planner code or want to dive deeper into the world of wedding planning, feel free to check us out at our website, cwpsociety.com.
00:27:37.039 --> 00:27:39.759
That's cwpsociety.com.
00:27:40.000 --> 00:27:40.319
Perfect.
00:27:40.400 --> 00:27:42.240
Thank you, Lori, for joining me as always.
00:27:42.319 --> 00:27:43.759
And thank you everyone for listening.
00:27:43.920 --> 00:27:48.559
Until next time, protect your value, protect your colleagues, and uphold the planner code.
00:27:48.720 --> 00:27:49.279
Bye, guys.
00:27:49.440 --> 00:27:53.440
And before you go, we have a little something just for our podcast listeners.
00:27:53.599 --> 00:28:04.079
If you are ready to elevate your career as a wedding planner or coordinator, you can use code podcast to receive$100 off the executive or master certification program.
00:28:04.480 --> 00:28:07.519
This code is valid until the next episode releases.
00:28:07.680 --> 00:28:09.920
So be sure to take advantage while it's available.
00:28:10.079 --> 00:28:13.039
This offer can't be combined with any other discounts.
00:28:13.279 --> 00:28:17.279
Visit cwpsociety.com to learn more.
00:00:00.160 --> 00:00:03.359
Hey everyone, welcome back to the Wedding Planner Society podcast.
00:00:03.520 --> 00:00:11.679
I'm Chrissy Thomas, Senior Educator here at the CWP Society, and I am joined with our wonderful founder and CEO, Lori Hartwell.
00:00:11.759 --> 00:00:19.600
And today we are diving into a topic that honestly keeps us both up at night because of what it's actually doing to our industry.
00:00:19.920 --> 00:00:21.440
It really does, Chrissy.
00:00:21.600 --> 00:00:30.399
And we're actually doing a reboot of one of our most popular episodes, but with an updated focus that's even more critical now than when we first talked about it.
00:00:30.640 --> 00:00:31.039
Exactly.
00:00:31.199 --> 00:00:38.320
So today we're playing off with a phrase that we've all heard: why buy the cow when you can get the milk for free?
00:00:38.640 --> 00:00:41.600
But we're rephrasing it for the webbing industry.
00:00:41.840 --> 00:00:44.479
So now let's say, why get a planner?
00:00:44.719 --> 00:00:47.679
If you can get the information for free.
00:00:48.640 --> 00:00:53.359
And before anyone listening thinks, now wait a second, what are they talking about?
00:00:53.600 --> 00:00:55.119
Let me be really clear.
00:00:55.359 --> 00:01:00.240
We're talking about something that affects every single one of us in this profession.
00:01:00.560 --> 00:01:03.200
Guys, we're talking about planner code.
00:01:03.359 --> 00:01:14.400
We're talking about oversharing, and we're talking about how it's actually eroding the integrity and the value of our entire industry, not just your business, but all of our businesses collectively.
00:01:14.640 --> 00:01:16.000
So let's dive in.
00:01:33.200 --> 00:01:36.239
When we talk about planner code, what do we mean?
00:01:36.480 --> 00:01:43.760
So planner code is the unspoken professional agreement that we don't undercut each other by teaching couples to do our jobs.
00:01:44.000 --> 00:01:49.519
It's the understanding that when one of us gives away too much, it doesn't just hurt the one planner.
00:01:49.680 --> 00:01:51.280
In fact, it hurts all of us.
00:01:51.439 --> 00:01:56.480
It's about watching out for each other and protecting the value that our industry possesses.
00:01:56.719 --> 00:01:57.519
Yeah, I agree.
00:01:57.680 --> 00:02:01.280
And here's what I want to make sure that everyone listening understands.
00:02:01.439 --> 00:02:05.439
This isn't about, you know, being selfish or gatekeeping.
00:02:05.599 --> 00:02:13.599
This is more about recognizing that we have a collective responsibility to protect what makes our profession so valuable.
00:02:13.840 --> 00:02:21.599
So when we violate this planner code that we're talking about today, we're not just talking our you know ourselves out of bookings.
00:02:21.759 --> 00:02:26.800
What we're doing really is we're undermining the value that every single wedding planner and coordinator possesses.
00:02:27.280 --> 00:02:28.080
Exactly, Lori.
00:02:28.319 --> 00:02:45.759
And and for our CABP Society certified members, whether you're certified or master certified, this goes just beyond the planner code because when you become certified, you actually signed an agreement that you would uphold industry standards that protect the value of the professional wedding planning and coordination services.
00:02:46.080 --> 00:02:46.879
100%.
00:02:47.439 --> 00:02:50.240
And part of that agreement specifically addresses this issue.
00:02:50.319 --> 00:02:58.479
I mean, it acknowledges that everything that our members do and say can actually impact both the wedding industry and the CWP society.
00:02:58.639 --> 00:03:10.560
So we're actively working to prevent planners from unintentionally sharing misinformation or maybe providing guidance based solely on individual experience rather than industry standards as a whole.
00:03:10.800 --> 00:03:21.039
Yeah, and that's the tricky part about that too, Lori, because once you go through certification and you learn our frameworks, the systems, and best practices, guys, you can't unlearn them.
00:03:21.199 --> 00:03:24.879
You know, they eventually become a part of how you think, how you work.
00:03:25.039 --> 00:03:33.280
So when you believe that you're just sharing from your own experience, you're likely incorporating what you also learned through CWP Society without you even realizing it.
00:03:33.520 --> 00:03:38.960
Which means you really do need to be very, very mindful about what you are saying publicly.
00:03:39.199 --> 00:03:48.800
Because you might actually be sharing proprietary intellectual property without even knowing it and just sharing things that you shouldn't be, because it does undervalue us as an industry.
00:03:49.039 --> 00:03:49.840
Yeah, exactly.
00:03:50.000 --> 00:03:56.719
So let's talk about where this is happening, where planners are giving away the quote milk for free.
00:03:56.960 --> 00:03:59.599
And the first big area is social media.
00:03:59.680 --> 00:04:02.560
You know, social media allows us to share wedding content.
00:04:02.719 --> 00:04:08.319
We can showcase ourselves and educate our followers, kind of telling them that we're the expert in our field.
00:04:08.479 --> 00:04:14.400
You know, when I think about it with Instagram, Reels, TikTok, because video content is king.
00:04:14.639 --> 00:04:19.839
Because the whole purpose of that video content is to educate, entertain, and also inspire.
00:04:20.399 --> 00:04:21.279
Yeah, 100%.
00:04:21.600 --> 00:04:22.319
And you know what?
00:04:22.399 --> 00:04:29.920
I'm seeing some really amazing content being created by some fabulous certified wedding planners and master certified wedding planners.
00:04:30.079 --> 00:04:35.680
But I'm also seeing some wedding planners give away uh too much information to their followers.
00:04:35.920 --> 00:04:44.639
You know, they're giving their followers all the tools that they need essentially to just plan their own wedding without having to hire a wedding coordinator or a wedding planner.
00:04:44.800 --> 00:04:45.120
Yeah.
00:04:45.199 --> 00:04:51.279
And we get a lot of questions from planners of like, I'm supposed I'm supposed to be out there, I'm supposed to be doing reels and showing my face.
00:04:51.360 --> 00:04:53.519
So what are you talking about exactly, Chrissy?
00:04:53.600 --> 00:05:05.600
And I'll give you guys some examples of captions and real topics where planners may unintentionally be providing free wedding planning services and again, providing the milk and possibly even the whole cow.
00:05:05.839 --> 00:05:22.639
So an example would be questions to ask during a floral consultation, or how to book a wedding caterer, or maybe even how to create the perfect wedding floor plan, or creating the perfect wedding timeline, or even I've seen everything you need to know about room flips.
00:05:22.800 --> 00:05:24.720
Oh, a lot of information.
00:05:24.959 --> 00:05:26.160
It's just too much.
00:05:26.319 --> 00:05:33.519
And here's what's happening you know, I'm seeing that couples are watching these and thinking, oh, well, this doesn't seem you know that hard.
00:05:33.680 --> 00:05:34.560
I can do this.
00:05:34.720 --> 00:05:36.720
They just gave me a step-by-step guide.
00:05:36.879 --> 00:05:38.879
So obviously I can do this myself.
00:05:39.040 --> 00:05:54.959
And then they don't hire a coordinator or planner, but it's not just that they don't hire you, they're not hiring any planner or coordinator because you just taught them some of the basic tools, but not all of the tools that will make them successful.
00:05:55.439 --> 00:05:59.519
And here's Lori, what people are doing and thinking, well, this is what I'm saying at the end.
00:05:59.680 --> 00:06:08.399
I've seen where planners will give the detailed instructions and then at the end say, but you should hire a certified or a professional wedding planner or coordinator.
00:06:08.639 --> 00:06:10.399
And Lori, you and I have talked about this.
00:06:10.639 --> 00:06:18.160
This call to action at the end doesn't undo all the instructions and the tips and everything that you just gave them and that they that they've received.
00:06:18.319 --> 00:06:18.959
No, no, no.
00:06:19.120 --> 00:06:26.639
I mean, it's like giving someone detailed instructions for you know changing their own oil and then saying, but you should probably take it to a mechanic.
00:06:26.879 --> 00:06:31.360
They're they're going to think, well, why would I pay someone when I now know how to do this?
00:06:31.519 --> 00:06:32.959
I mean, it doesn't make any sense.
00:06:33.199 --> 00:06:33.680
Exactly.
00:06:33.839 --> 00:06:44.399
So while it's our job to educate couples, we have to make sure we aren't giving them so much free information that they no longer see the need in hiring you as their wedding planner or coordinator.
00:06:44.639 --> 00:06:50.639
So now let's talk about the second area where we're giving away the cow, and that is during consultations.
00:06:50.800 --> 00:06:56.480
And Lori, you know how much I love consultations, but this is where we have to be really careful.
00:06:56.800 --> 00:06:57.279
Oh, yeah.
00:06:57.439 --> 00:07:01.519
Because consultations are kind of dangerous territory for oversharing.
00:07:01.600 --> 00:07:05.040
It's where most planners and coordinators do the majority of it.
00:07:05.279 --> 00:07:10.639
So I love hearing couples' love stories and discussing their wedding day dreams.
00:07:10.720 --> 00:07:17.439
And, you know, I love like seeing what they're envisioning for their big day and how I can make those dreams a reality.
00:07:17.680 --> 00:07:23.040
But until they've signed the contract and paid their deposit, they're not officially my clients yet.
00:07:23.600 --> 00:07:24.160
Good point.
00:07:24.319 --> 00:07:24.639
Good point.
00:07:24.800 --> 00:07:28.639
And I'm I get it because I remember at the very beginning of my career, I would be that same way.
00:07:28.720 --> 00:07:29.519
I would just get really excited.
00:07:29.600 --> 00:07:34.639
When you know, when they would tell me their dreams and then love stories, my brain is already going into planner mode.
00:07:34.800 --> 00:07:40.160
I had to push the brakes on my mind there and not give them away too much information during the consultation.
00:07:40.399 --> 00:07:45.199
So, what should that typical flow look like when it comes to you conducting a consultation?
00:07:45.439 --> 00:07:55.839
Now, the first half is you're asking the questions, you're getting to know the couple, understanding their concerns, like Lori said, really getting to figure out what their wedding day dreams are and how you can hopefully make that reality.
00:07:55.920 --> 00:08:03.120
And that's what ties you into the second half where you're addressing those concerns by reviewing what package is the going to be the best fit for them.
00:08:03.279 --> 00:08:07.839
You're answering those questions, and hopefully at the very end, you are also closing the sale.
00:08:08.079 --> 00:08:18.959
You know, but the answering questions part is where wedding planners unknowingly start, you know, the whole, hey, you know, they begin wedding planning for them right there before they even sign the contract.
00:08:19.040 --> 00:08:21.120
And so that's where I'm seeing a lot of problems.
00:08:21.279 --> 00:08:21.920
Yeah, exactly.
00:08:22.000 --> 00:08:26.399
And I'll give you guys an example of what that looks like during a consultation, for example.
00:08:26.639 --> 00:08:30.560
So a couple says, Hey, you know, I know you mentioned that you have an approved vendor list.
00:08:30.720 --> 00:08:33.279
Who would you suggest to be my wedding caterer?
00:08:33.519 --> 00:08:35.759
And in that moment, because in your head, you've already thought about it.
00:08:35.840 --> 00:08:40.320
You're like, just based off of what you mentioned, your concerns, you're ready to give them a suggestion right there.
00:08:40.480 --> 00:08:43.600
But again, guys, that's the benefit of them hiring you.
00:08:43.759 --> 00:08:46.399
That is the part that they are going to be paying for.
00:08:46.639 --> 00:08:47.120
Exactly.
00:08:47.279 --> 00:08:53.600
And if you give them the list during the consultation, you've just given away one of your most valuable propositions for free.
00:08:53.759 --> 00:08:54.799
Yep, exactly.
00:08:55.039 --> 00:09:01.200
Now, Laura, the third area where people are giving away the milk and the entire cow and sometimes the entire farm.
00:09:01.440 --> 00:09:07.840
Oh, blog posts and website content because you know, blog posts are going to be a little bit meatier.
00:09:07.919 --> 00:09:10.000
That's where we're giving away the whole farm.
00:09:10.320 --> 00:09:16.720
Your blog posts are meant to educate and inspire, but again, are you educating a bit too much?
00:09:17.120 --> 00:09:23.440
I look at blog posts as a way to hook a potential client in to filling out an inquiry form.
00:09:23.600 --> 00:09:31.279
I want to provide them with the information to showcase my expertise, but to not give them the full tools needed to plan a wedding without me.
00:09:31.440 --> 00:09:41.679
And I've seen planners with blog posts like, oh, the complete guide to planning your wedding timeline, or you know, um, everything you need to know about vendor management.
00:09:41.840 --> 00:09:46.559
And they're literally teaching step-by-step processes that couples should be hiring them to do.
00:09:46.720 --> 00:09:51.279
Literally, they can just print off that entire blog post and get going with their wedding planning.
00:09:52.879 --> 00:10:05.120
When you guys are creating blog posts, I want you to ask yourself, how can I educate and inspire them to reach out to me and hire me as their planner, not how can I teach them to do this themselves?
00:10:05.360 --> 00:10:09.039
And here's the part that I really, really need everyone to hear.
00:10:09.360 --> 00:10:32.559
Every single time that you post instructional how-to content, and every single time you give away your processes during a consultation, and even every time you publish a detailed guide on your blog, you're not just affecting your own business, because that you are in fact doing that, but you're making it so much harder for every planner and coordinator in our entire industry to justify their value and their fees.
00:10:32.720 --> 00:10:36.159
And y'all, that is the planner code violation.
00:10:36.559 --> 00:10:40.879
When we do these things, we're undermining the value of our entire profession.
00:10:41.120 --> 00:10:54.480
We're contributing to couples believing that planning and coordinating a wedding is easy, that it's not worth paying for the professional help, and that they can follow some Instagram tutorials and TikTok reels and all the things and do it themselves.
00:10:54.720 --> 00:10:58.639
Okay, so now everyone listening is probably thinking, but I need to post content.
00:10:58.720 --> 00:11:00.480
I need to show that I know what I'm doing.
00:11:00.559 --> 00:11:04.159
So, how do I provide value without giving everything away for free?
00:11:04.399 --> 00:11:04.639
Yep.
00:11:04.799 --> 00:11:07.360
And guys, this is where we can really help shift your approach.
00:11:07.440 --> 00:11:10.320
So, Lori, I know you have a beautiful framework for this.
00:11:10.559 --> 00:11:12.320
What is the golden rule?
00:11:12.559 --> 00:11:17.360
All right, so the golden rule is inspire and intrigue.
00:11:17.519 --> 00:11:19.360
Don't instruct and complete.
00:11:19.519 --> 00:11:26.399
Okay, so you want to make couples think, wow, they clearly, clearly, clearly know what they're doing.
00:11:26.639 --> 00:11:28.240
I absolutely need to hire them.
00:11:28.320 --> 00:11:30.639
I don't know what I would be able to do without these people.
00:11:30.960 --> 00:11:33.440
Not, oh wow, they just taught me everything.
00:11:33.600 --> 00:11:34.879
Now I can do it myself.
00:11:35.440 --> 00:11:36.000
I love that.
00:11:36.240 --> 00:11:39.759
Inspire and intrigue, don't instruct and complete.
00:11:39.919 --> 00:11:40.159
Yeah.
00:11:40.480 --> 00:11:42.639
Let's talk about what that looks like in practice.
00:11:42.799 --> 00:11:44.960
What should we be posting instead?
00:11:45.200 --> 00:11:45.600
All right.
00:11:45.679 --> 00:11:53.759
So instead of how to create your wedding timeline, you can post something like I just spent six hours creating a timeline for a September wedding.
00:11:54.000 --> 00:11:56.159
And I know what you're thinking.
00:11:56.320 --> 00:11:58.000
Six hours for a timeline.
00:11:58.159 --> 00:12:01.759
Here's what most couples don't realize about professional timeline creation.
00:12:02.000 --> 00:12:06.480
And then you can talk about the complexity without giving away the how-tos.
00:12:06.960 --> 00:12:22.080
Lori, I love that because in that way you're showing them that yes, it is complex and that there are layers that they don't even know exist, and that you, as the wedding planner and coordinator, have the expertise that they don't, but you're not teaching them how to do it themselves.
00:12:22.320 --> 00:12:24.000
I mean, you couldn't have said it better.
00:12:24.159 --> 00:12:39.519
And here's another approach instead of, hey, here's some questions to ask your florist, you could post something instead saying, like, uh, I just wrapped up a floral consultation with an amazing couple, and in 45 minutes, we covered 23 different decision points that hadn't even been considered.
00:12:39.679 --> 00:12:46.559
This is why trying to navigate these conversations on your own often leads to, you know, either overstepping or missing critical details.
00:12:46.720 --> 00:12:48.000
I mean, it's just little things like that.
00:12:48.240 --> 00:12:54.879
Yeah, because in that way you're still demonstrating your expertise without guys giving away your whole process, without giving them the cow.
00:12:55.200 --> 00:13:02.480
You're creating that intrigue and that desire to hire you, but you're not giving them a checklist to basically follow it on their own.
00:13:04.320 --> 00:13:06.080
I mean, we have to be thinking about this.
00:13:06.159 --> 00:13:13.360
And so let me give you guys some specific content ideas that book you instead of training couples to not hire you.
00:13:13.679 --> 00:13:19.279
So instead ask questions or do a poll, like, are you planning or having a large wedding party?
00:13:19.519 --> 00:13:23.519
And then go into the pros and cons without telling them exactly what to do.
00:13:23.679 --> 00:13:26.240
You can share stats of what couples are doing right now.
00:13:26.320 --> 00:13:31.840
You can say this percentage still has a cake cutting, uh, this percentage does a garter toss.
00:13:31.919 --> 00:13:34.000
I mean, you're educating without instructing.
00:13:34.240 --> 00:13:43.200
What I like about that approach, Lori, the stats approach, is because you're providing value and showing that you know your industry, but you're not teaching them how to plan their wedding.
00:13:43.360 --> 00:13:44.480
Yeah, it's it's true.
00:13:44.559 --> 00:14:09.919
And another great approach too is you know, share some of the most common mistakes that you're seeing couples make when they don't hire a wedding planner or coordinator, uh, especially a certified planner or a master certified planner, like, you know, ordering way too many invitations, uh, hiring the DJ for the wrong amount of time, or trying to use magazine checklists that are just 1 million percent not thorough at all, does not cover everything that you need to think about.
00:14:10.240 --> 00:14:18.799
When I think about that approach, Lori, it kind of creates that fear of missing something important without actually telling them how to avoid making those mistakes.
00:14:18.879 --> 00:14:20.399
It's gonna make them want to hire you.
00:14:20.480 --> 00:14:26.559
It kind of goes back to what you mentioned earlier of like, I cannot do this without this person as my wedding planner.
00:14:26.960 --> 00:14:28.559
Inspire and intrigue.
00:14:28.720 --> 00:14:29.600
That's the key here.
00:14:29.679 --> 00:14:32.960
And here's a big one educate your couples on what you do.
00:14:33.120 --> 00:14:33.440
Okay.
00:14:33.840 --> 00:14:37.679
List your services, talk about your processes at a high level.
00:14:37.840 --> 00:14:41.200
When I say high level, I mean don't have it too zoomed in.
00:14:41.279 --> 00:14:43.120
You don't have to go into the weeds here.
00:14:43.279 --> 00:14:46.480
Uh, and share some behind-the-scenes complexity that always helps.
00:14:46.639 --> 00:14:53.440
Yeah, because when you think about it as wedding planners and coordinators, what our product is, is what we actually do.
00:14:53.679 --> 00:15:01.200
So it's great to talk about your product, but telling them all the questions to ask all their vendors and detailing how to plan their wedding step by step.
00:15:01.279 --> 00:15:03.840
That's essentially like Coca-Cola releasing its formula.
00:15:04.000 --> 00:15:06.000
And hey, make this at home yourself.
00:15:06.320 --> 00:15:08.000
How would that benefit your business?
00:15:08.080 --> 00:15:11.679
It certainly would benefit Coca-Cola or my favorite soda is Dr.
00:15:11.759 --> 00:15:12.159
Pepper.
00:15:12.320 --> 00:15:13.200
If Dr.
00:15:13.279 --> 00:15:17.759
Pepper released their formula to me, that would not be good for my health, probably.
00:15:18.240 --> 00:15:22.399
It would be terrible for your health, but it also they would go out of business from you alone.
00:15:22.559 --> 00:15:22.879
Okay.
00:15:23.759 --> 00:15:25.600
But no, it doesn't benefit anybody.
00:15:25.679 --> 00:15:27.840
And that's the whole point that we're trying to make, right?
00:15:28.000 --> 00:15:32.799
Your processes, your systems, your frameworks-that's your intellectual property.
00:15:32.879 --> 00:15:34.879
That's what makes you so valuable.
00:15:35.440 --> 00:15:36.080
Absolutely.
00:15:36.240 --> 00:15:40.159
So let's talk about the framework you should run your content through.
00:15:40.320 --> 00:15:45.279
So, Lauren, what are the questions planners should ask themselves before they post anything?
00:15:45.600 --> 00:15:52.399
You know, before you post anything related to planning or coordination, I want you to ask yourself these four questions.
00:15:52.559 --> 00:15:53.759
These are going to help you.
00:15:54.000 --> 00:15:59.200
So the first one is, am I teaching them how to do something that I am supposed to get hired to do?
00:15:59.279 --> 00:16:01.919
And if yes, the answer is don't post it.
00:16:02.399 --> 00:16:07.600
The second question is, am I making them think that they can do this themselves?
00:16:07.840 --> 00:16:11.360
If the answer is yes, you've got to reframe that entire thing.
00:16:11.600 --> 00:16:19.200
Uh, if the for the third question would be, am I creating desire for them to hire me or a professional like me?
00:16:19.360 --> 00:16:22.000
If the answer is no, you've got to revise it.
00:16:22.320 --> 00:16:29.279
Now, the fourth and final question you really should ask yourself here is Am I protecting the value that all planners and coordinators possess?
00:16:29.519 --> 00:16:36.720
If the answer is no, pivot, revise, you know, and make sure that you're inspiring and being intriguing.
00:16:36.879 --> 00:16:40.159
That's what your content is supposed to all be about.
00:16:40.399 --> 00:16:44.159
What I love about that fourth question is it brings it back to planner code.
00:16:44.240 --> 00:16:44.399
Yeah.
00:16:44.559 --> 00:16:50.480
Because again, it's not just about you, it's about all of us in the wedding planning industry.
00:16:50.720 --> 00:16:51.360
Yeah, exactly.
00:16:51.519 --> 00:16:59.600
I mean, your social media is supposed to be, it's supposed to make couples think, oh, this is a little bit more complex than I actually originally thought.
00:16:59.759 --> 00:17:01.919
And I definitely need a professional for this.
00:17:02.080 --> 00:17:06.240
You know, this professional that I just listened to on TikTok, you know, they clearly know what they're doing.
00:17:06.319 --> 00:17:10.880
I I want them specifically to do this for me or with me.
00:17:11.119 --> 00:17:11.440
Yeah.
00:17:11.680 --> 00:17:16.720
Your social media should not make couples think, oh, that's actually easier than I thought.
00:17:16.960 --> 00:17:18.960
I just follow these steps myself.
00:17:19.119 --> 00:17:20.240
Now I know how to do this.
00:17:20.319 --> 00:17:21.680
I don't need to hire anyone.
00:17:21.759 --> 00:17:22.559
That's a no-no.
00:17:22.799 --> 00:17:25.839
We don't want to unintentionally do that with your social media.
00:17:26.079 --> 00:17:26.559
I beg.
00:17:26.720 --> 00:17:27.200
I beg.
00:17:27.279 --> 00:17:28.160
That's all I'm saying.
00:17:28.319 --> 00:17:33.519
So now let's kind of talk about consultations because this is where I see planners really struggling.
00:17:33.839 --> 00:17:38.079
Chrissy, you are kind of a consultation guru, right?
00:17:38.240 --> 00:17:45.759
What's your approach that really has helped protect your value when you are sitting down with a potential couple?
00:17:46.000 --> 00:17:49.119
So my consultations do have a very specific structure.
00:17:49.200 --> 00:17:50.640
They are an hour long.
00:17:50.799 --> 00:17:55.440
And that first half are all the questions where I am learning about them.
00:17:55.680 --> 00:18:01.359
I'm learning about their vision, I'm learning about their concerns, their budget, and what their top priorities are.
00:18:01.440 --> 00:18:06.960
And in that moment, I'm taking notes, I'm listening, I'm also watching, I'm listening, I'm looking out at their body language as well.
00:18:07.200 --> 00:18:09.279
But I'm not solving their problems yet.
00:18:09.359 --> 00:18:12.480
I'm I'm hearing the problems, but I'm not solving them yet.
00:18:13.039 --> 00:18:18.880
Because, you know, the moment you start solving their problems, you're doing the work that, you know, you're supposed to be paying paid to do.
00:18:19.039 --> 00:18:21.279
And at the consultations, we haven't been paid yet.
00:18:21.440 --> 00:18:21.839
Yep.
00:18:22.240 --> 00:18:30.240
Because then in that second half, I'm addressing their concerns, but I'm addressing them by showing them which one of my packages would be the best fit and why.
00:18:30.400 --> 00:18:34.160
I'm explaining how my services will solve the problems they just talked to me about.
00:18:34.319 --> 00:18:36.319
But again, I'm not giving them the solutions.
00:18:36.480 --> 00:18:39.519
I'm showing them that I have the solutions that they need to hire me.
00:18:39.680 --> 00:18:41.119
And I'll give you an example here, Lori.
00:18:41.279 --> 00:18:53.519
If someone says I'm so worried about keeping everything on track during the planning process, so I'm mentioning, well, the beautiful thing about all of my packages is you get actually you actually get access to my very detailed, thorough checklist.
00:18:53.599 --> 00:18:57.599
It's not a checklist that you see in the wedding magazines, it's very detailed and thorough.
00:18:57.759 --> 00:19:00.799
What I'm not doing is saying, Well, hey, I you mentioned you were worried.
00:19:00.880 --> 00:19:02.240
Here's my checklist.
00:19:02.480 --> 00:19:04.160
I didn't hire me yet.
00:19:04.319 --> 00:19:06.880
But I am letting them know how I can solve the problem.
00:19:06.960 --> 00:19:09.359
I'm not giving them the solution right then and there.
00:19:09.519 --> 00:19:10.079
100%.
00:19:10.640 --> 00:19:17.759
Now, at these consultations, they're also asking, you know, well, who do you recommend for a photographer or for an entertainment provider?
00:19:17.920 --> 00:19:21.519
You know, so what do you say when they're asking those specific questions?
00:19:21.759 --> 00:19:27.759
You know, I let them know that's actually one of the biggest benefits of when you hire me as your wedding planner.
00:19:28.000 --> 00:19:32.079
I have these beautiful relationships with vendors across every single category.
00:19:32.240 --> 00:19:35.200
And the great thing is I customize it specifically to you.
00:19:35.359 --> 00:19:40.319
I match my couples with the wedding pros based on their specific style, their budget, and their priorities.
00:19:40.480 --> 00:19:47.039
So once you book with me, we actually have a dedicated meeting where all we do is go over the vendors that I'm gonna suggest for you.
00:19:47.200 --> 00:19:48.960
That's gonna be the perfect fit for your wedding.
00:19:49.039 --> 00:19:52.480
And I cannot wait to get that process started when you hire me as your planner.
00:19:52.640 --> 00:19:53.119
100%.
00:19:53.440 --> 00:19:55.039
I mean, it's all about curation, right?
00:19:55.119 --> 00:20:04.400
We want to make sure that our couples know that we're curating everything for them and that they're not just a number in our client, you know, uh portfolio.
00:20:04.559 --> 00:20:10.400
So because you've acknowledged that, you know, you have the resource that they want, what did you just do?
00:20:10.559 --> 00:20:15.359
Well, that creates value around it, but you haven't given it away for free.
00:20:15.599 --> 00:20:15.920
Yeah.
00:20:16.079 --> 00:20:19.839
And sometimes they'll push, you know, they'll say, Can you just give me one or two names?
00:20:20.000 --> 00:20:26.480
And I just stay firm and I say, you know, I want to make sure I'm matching you with the right wedding pros for your specific needs.
00:20:26.640 --> 00:20:33.599
And I can only do that properly once we have your onboarding meeting and once I have the full wedding details and we're working together officially.
00:20:33.759 --> 00:20:37.440
That's part of that personalized service that you get when you do hire me.
00:20:37.599 --> 00:20:39.759
Yeah, I mean, and that's that's perfect.
00:20:39.920 --> 00:20:50.880
I love that you say that because it kind of positions the vendor matching as incredibly valuable and a personalized service, not just a list that you're just gonna be handing out to any Joe Schmo.
00:20:51.680 --> 00:21:03.759
And here's what I'm gonna tell all planners and coordinators until they have signed the contract and paid your deposit, you are showcasing your expertise, not providing your services.
00:21:04.720 --> 00:21:06.400
That's right there.
00:21:06.559 --> 00:21:07.440
That's the line.
00:21:07.599 --> 00:21:08.160
That's it.
00:21:08.240 --> 00:21:10.720
That you're showcasing, you're not providing.
00:21:10.880 --> 00:21:11.759
I love that.
00:21:12.079 --> 00:21:15.200
Now, Lori, let's talk about blog posts and website content.
00:21:15.359 --> 00:21:17.119
What is your approach here?
00:21:17.599 --> 00:21:20.559
So, you know, my blog posts are designed to do two things.
00:21:20.720 --> 00:21:24.799
Um, the first one would be like to demonstrate expertise, but also create desire.
00:21:25.039 --> 00:21:29.839
So instead of, you know, how to create your wedding budget, you know, here's a step-by-step guide.
00:21:30.079 --> 00:21:36.559
I might write something like, you know, why most wedding budgets fail and what professional planners do differently.
00:21:37.119 --> 00:21:46.640
I love that because it's going to create that intrigue, but it still positions you as the planner or coordinator who has a solution without giving away that solution.
00:21:47.200 --> 00:21:47.839
Exactly.
00:21:48.000 --> 00:21:55.920
Or you could even do like instead of 10 questions to ask your caterer, I might write, you know, what happened when a couple didn't ask their caterer these critical questions?
00:21:56.000 --> 00:22:03.759
And then I tell a story about a real situation, you know, where someone Something went horribly wrong because the couple didn't have professional guidance.
00:22:04.000 --> 00:22:13.680
I like that because stories are quite powerful because with a good story, you're showing the value of a professional certified help without teaching them how to do it.
00:22:14.079 --> 00:22:22.880
I mean, every blog post should end with this amazing clear call to action, you know, because that's going to point them toward hiring you.
00:22:23.359 --> 00:22:36.480
If you want to avoid these common mistakes and have a professional managing these details for you, let's talk about how I can help and then have a direct link that goes right to, you know, hiring us and at least scheduling that initial consultation because that's a free consultation.
00:22:36.640 --> 00:22:36.880
Yeah.
00:22:36.960 --> 00:22:38.720
And they're on your website anyway.
00:22:38.799 --> 00:22:42.319
So the whole goal of this blog post is for them to reach out to you.
00:22:42.480 --> 00:22:46.720
So let's get them from the blog post webpage to then your contact webpage.
00:22:46.799 --> 00:22:48.000
So that way they're already there.
00:22:48.160 --> 00:22:52.400
Let's have that blog post attract and treat them enough to hit contact us.
00:22:53.279 --> 00:22:54.240
I love that.
00:22:54.720 --> 00:22:55.200
All right.
00:22:55.359 --> 00:23:02.640
So we've talked about what planner code is uh and where a lot of planners are violating it and how to shift our approach.
00:23:02.799 --> 00:23:07.039
But I want to make sure that we kind of sum up with the bigger picture here.
00:23:07.359 --> 00:23:12.319
Because again, guys, this is not just about your individual businesses.
00:23:12.559 --> 00:23:19.039
This is about our collective responsibility to protect the value that our profession possesses.
00:23:19.599 --> 00:23:27.759
Every single time a planner posts instructural content that teaches couples how to do our jobs, it doesn't just affect you, that one planner.
00:23:27.839 --> 00:23:29.680
It's going to affect all of us collectively.
00:23:29.839 --> 00:23:41.599
So when couples see multiple planners posting these how-tos, they start to believe that planning and coordinating a wedding is easy and does not require a wedding planner or coordinator at all.
00:23:41.839 --> 00:23:42.720
And then what happens?
00:23:42.960 --> 00:23:49.759
These sweet couples who are trying to DIY their wedding planning and coordinate their own wedding day, they end up overwhelmed.
00:23:49.920 --> 00:23:53.680
They hire less experienced people because they think, how hard can it be?
00:23:53.920 --> 00:23:58.559
They don't understand why professional planners and coordinators charge what we charge.
00:23:58.720 --> 00:24:03.200
They push back on our pricing because they think that we're just showing up on the day.
00:24:03.440 --> 00:24:03.680
Yeah.
00:24:03.839 --> 00:24:11.680
I mean, the overall value of our entire profession begins to erode for every single planner and coordinator trying to build a sustainable business.
00:24:11.839 --> 00:24:13.440
I mean, this is just, these are facts.
00:24:13.599 --> 00:24:20.160
Yeah, because this is a collective opportunity for us that requires us to really come together as a profession.
00:24:20.480 --> 00:24:25.200
We have the power to elevate our entire industry by protecting each other.
00:24:25.519 --> 00:24:35.759
I mean, we can agree as professionals that, you know, we're going to protect the value of what, you know, we do, and not just for ourselves, obviously, but for every colleague in our industry.
00:24:35.920 --> 00:24:39.039
We're supposed to care and love each and every single one of these people.
00:24:39.839 --> 00:24:45.039
We're supposed to inspire and intrigue, not instruct and complete.
00:24:45.119 --> 00:24:47.039
And we got to keep that focus in mind.
00:24:47.279 --> 00:24:50.319
Yeah, because guys, that is exactly what planner code means.
00:24:50.480 --> 00:24:54.000
We protect each other by protecting the value our industry possesses.
00:24:54.160 --> 00:24:58.880
We watch out for each other and we hold our profession to the highest standard.
00:24:59.119 --> 00:25:08.000
And here's the thing: when you post content that demonstrates expertise without teaching any DIY solutions, listen, you're not just helping your own business, but you are.
00:25:08.079 --> 00:25:08.960
You're helping your business.
00:25:09.039 --> 00:25:10.079
But it's not just you.
00:25:10.160 --> 00:25:14.960
You're actually helping every single planner and coordinator maintain that professional value.
00:25:15.119 --> 00:25:18.480
You're being a champion, actually, for our entire industry.
00:25:19.039 --> 00:25:19.839
Exactly.
00:25:20.160 --> 00:25:28.000
So before we wrap up, we do want to leave you guys with some action steps, meaning what should planners do after listening to this episode?
00:25:28.319 --> 00:25:33.359
Well, the first thing I want them to do is kind of go through, you know, your last 20 social media posts.
00:25:33.440 --> 00:25:44.000
And I want you to identify any posts that are instructional, how-tos, you know, that really teach couples, even on a small level, to do what you have been hired to do.
00:25:44.160 --> 00:25:51.359
And then I just want you to delete them or redo them and revise them using the framework that we talked about today.
00:25:51.680 --> 00:25:57.359
Now, second, before you post anything this week, let's run through those four questions that Lori mentioned earlier.
00:25:57.519 --> 00:26:02.079
Question one, am I teaching how to do something that I get hired to do?
00:26:02.640 --> 00:26:07.039
Question two, am I making them think they can do this themselves?
00:26:07.680 --> 00:26:13.279
Question three, am I creating desire to hire me or a professional like me?
00:26:13.519 --> 00:26:18.240
And the last question, am I protecting the value that all planners and coordinators possess?
00:26:18.480 --> 00:26:18.960
Perfect.
00:26:19.119 --> 00:26:27.440
Now, the third action step here would be to create three new posts this week using the inspiration, not instruction approach.
00:26:27.599 --> 00:26:37.359
Uh, and you know, go ahead and focus on showing complexity and highlight your expertise, create desire for having couples want your professional help.
00:26:37.680 --> 00:26:42.079
And the last action step will be review your consultation process.
00:26:42.319 --> 00:26:47.119
Make sure that you're showcasing your expertise, not providing your services for free.
00:26:47.359 --> 00:26:53.759
Okay, so that means you need to remember this: you are not being selfish by protecting your value.
00:26:53.839 --> 00:27:06.640
You're being professional, okay, you're being smart, and you're protecting an industry that really includes colleagues across the entire country, the globe, honestly, who possess the same professional expertise that you do.
00:27:06.880 --> 00:27:15.759
And most importantly, guys, watch out for each other, watch out for the industry because when we protect the value our profession possesses, we all succeed together.
00:27:16.000 --> 00:27:16.880
I agree.
00:27:17.119 --> 00:27:19.599
And that's what you know, what we have for you today.
00:27:19.759 --> 00:27:24.160
If you found this helpful, please share it with a planner and colleague uh who needs to hear it.
00:27:24.240 --> 00:27:36.960
And if you have any questions about planner code or want to dive deeper into the world of wedding planning, feel free to check us out at our website, cwpsociety.com.
00:27:37.039 --> 00:27:39.759
That's cwpsociety.com.
00:27:40.000 --> 00:27:40.319
Perfect.
00:27:40.400 --> 00:27:42.240
Thank you, Lori, for joining me as always.
00:27:42.319 --> 00:27:43.759
And thank you everyone for listening.
00:27:43.920 --> 00:27:48.559
Until next time, protect your value, protect your colleagues, and uphold the planner code.
00:27:48.720 --> 00:27:49.279
Bye, guys.
00:27:49.440 --> 00:27:53.440
And before you go, we have a little something just for our podcast listeners.
00:27:53.599 --> 00:28:04.079
If you are ready to elevate your career as a wedding planner or coordinator, you can use code podcast to receive$100 off the executive or master certification program.
00:28:04.480 --> 00:28:07.519
This code is valid until the next episode releases.
00:28:07.680 --> 00:28:09.920
So be sure to take advantage while it's available.
00:28:10.079 --> 00:28:13.039
This offer can't be combined with any other discounts.
00:28:13.279 --> 00:28:17.279
Visit cwpsociety.com to learn more.
