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Emotional Marketing to Attract your Ideal Luxury Client
332 Plays2 years ago
Happy Woo Wednesdays! I have a very special guest, Renee Sabo, named Best Wedding Planner by Boston Magazine. She is incredibly detailed oriented and personal with her clients! They all mean a great deal to her and she gives them the best client experience.
I was on her podcast called The Confetti Hour for a while chatting about how to get on the preferred vendor list. I spill my most embarrassing wedding stories, it's so funny. Renee is also an educator like me. https://www.urbansoireeboston.com/mentoring-1
Hot Topic today: Using Emotional Marketing to Attract your Ideal Luxury Client
Connect with Renee
https://www.urbansoireeboston.com/podcast-2
https://www.urbansoireeboston.com/
https://www.instagram.com/urban_soiree/
grab a free ticket for my Masterclass on January 31st " Fill your inbox with inquiries"
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Transcript
Introduction and Invitation
00:00:00
Speaker
Happy Will Wednesdays! If you're a photographer, get on my list. Go to my website, www.heckyesmedia.co. I have so many cool freebies, masterclasses, and resources galore for you to get unstuck.
Guest Introduction: Renee Savo
00:00:16
Speaker
Today we have a repeat guest and her name is Renee Savo. She's a luxury Boston wedding planner and a host of my favorite podcast called Tumpetty Hour. She is the most genuine person you will ever meet.
Emotional Marketing for Luxury Clients
00:00:30
Speaker
Today we talk about emotional marketing to attract luxury clients.
00:00:34
Speaker
Wedding pros, if you want to get in the minds of luxury clientele, you're going to want to tune in. All of these tips are tangible and you can start implementing today on your website and social. We even get super emotional at the end just talking about emotional marketing. Enjoy!
00:00:55
Speaker
Welcome to Get a Heck Yes with Carissa Wu. I'm your host, Carissa, and I've been a Los Angeles wedding photographer for over a decade. I've traveled the world, built my team, and seen it all. I now coach wedding photographers hit 10K a month and build a thriving business. In this podcast, we are going to deep dive into how top wedding creatives get that heck yes from their dream clients. We are not holding back on the struggles of the business and how to push through the noise. Some healthy hustle, mindset shifts, up-leveling your money story,
00:01:24
Speaker
Time hacks because I'm a mom of two, a little bit of woo woo, and most importantly, self-love and confidence are just a few of the many things we will talk about. I want to give you a genuine thank you for following along my journey. I hope to inspire you every Woo Wednesday so that you say heck yes to listening to this podcast. See you guys soon.
Renee's Journey in Luxury Wedding Planning
00:01:47
Speaker
Hey, everyone. Welcome back to Get a Heck Yes with me, your host, Carissa Woo. I have a very special guest and my friend, Renee Stabo. She's been on my podcast before talking about how to position yourself in the marketplace. But today we have a whole new topic. It's about using emotional marketing to attract luxury clientele. So she is a luxury wedding planner in Boston.
00:02:09
Speaker
for urban survey. And she also has one of my favorite podcasts for wedding professionals called the confetti hour. I was a guest, um, before talking about mastering the sales call. And I said all these crazy like secrets and it's, I listened to it. Awesome. Yeah. But welcome.
00:02:26
Speaker
Thank you, Chris. I'm so happy to be back. And you are one of my favorite podcasts. So I laugh when you tell me that you like listening to mine. So we're just all one big podcast family. Yeah. And we have the podcasting sick voices right now. Oh yeah. We're going to be copying this whole episode. So bear with us. Literally.
00:02:44
Speaker
I know, I, yeah, we both have colds and I think of it like that episode in friends when Phoebe had her like sexy voice. And I'm like, I don't think I sound very sexy though, but I was just saying, it's been like a week with this cough and I got to get back to work. So we're, we're going to power through it. Yeah. Tell me about your life, girl. Like I know you're coaching, you're doing a bunch of stuff. You're like the president of WIPA in Boston. You started it. You just have all this cool stuff going on. Oh my gosh. Yeah.
00:03:12
Speaker
You're so sweet. Yeah, no, it's been crazy since we recorded last year, but all good stuff. I'm really excited for a lot of the developments. I founded the WIPA Boston chapter here, or started the WIPA as a large organization, but we started with some fellow pros, the Boston chapter, and I'm really excited to be the president going in. I've been the president this year going into our first real year as a chapter. So that's been fun. And then for those that,
00:03:42
Speaker
didn't listen to our other episode. I can say, yes, I'm a wedding planner. My company, Urban Soiree, we do full service weddings and we've actually been branching a
Personal Storytelling in Marketing
00:03:53
Speaker
lot more into destination work. So I've had a lot of travel this year, which has been exciting, but I still, still my bread and butter still love it. So I'm so excited to talk about this topic because it's near and dear to like how I operate.
00:04:06
Speaker
Um, but otherwise I have the podcast. Yeah. Thank you. I know it's all good stuff. So, um, but I have the podcast and we are about to launch seasons because originally I was airing every other week, which person knows because she gives you guys so much amazing content. It's a lot of work to run these podcasts. Um,
00:04:26
Speaker
So we're excited because we're going to be launching seasons after the new year. And we're also like launching my education site. So that will be out soon with like resources. I already offer one-on-one mentoring for aspiring planners, but it's all going to be under one house now under my education brand. So I'm super excited to share that.
00:04:47
Speaker
Yeah. I told you last time, remember you talked about position yourself in the marketplace. I was like, you could turn this into a course like this conversation. It was so good. And I told you, I never hit that luxury market, which maybe was not intentional, but that would be cool I guess. But our listeners really know that you're in for a treat because if you want to hit that luxury clientele, like
00:05:14
Speaker
You educate yourself first before doing it because you kind of need a roadmap. It's not easy.
Emotional Marketing in the Wedding Industry
00:05:20
Speaker
And yeah, I don't know what, but it's, it's wedding industry professionals association. I went to the event last night at the email in LA and wow, it was, I was blown away. It was awesome.
00:05:35
Speaker
so crazy like and I was just so inspired to be and so happy to be a member and they said they wanted to like make a position for me to help them with podcasting and social media and it was so cool yeah like a part of the like a part of the room right
00:05:51
Speaker
Yeah, I think it's an awesome community and they're really trying to elevate the standard for the wedding professional space, which, you know, for people like you and I who have worked for a long time, like we really appreciate having a community where we can network and, you know, also have growth. Like, I think you're never done learning, which is why we're here, obviously.
00:06:12
Speaker
And so WIPO has been a cool community for sure with that. I love that they're going to create a space for podcasts and media, like just totally taking on the new age, like digital space, which is really cool.
00:06:24
Speaker
Oh yeah. That's so cool. And I'm so excited for all your new ventures, but tell me about your education site launching. So I'm, thank you. You're so I'm, I'm nervous because to be honest, I have been quietly, you know, offering mentoring services to the right fits for planners, but this is definitely an exciting shift to open myself up more to offering education. I just love it. You know, I love being able to help fellow pros. Like you, you know, the feeling it's like.
00:06:54
Speaker
Just, you know, if we all, if we all can support each other and lift each other up, the industry is going to be better. So I'm excited, but a lot of my resources are for fellow wedding planners only. And, um, I mean, I have the podcast that I hope serves other wedding professionals, but planning is near and dear to my heart. So I'm really excited to help like this next generation of planners.
00:07:13
Speaker
Um, with more opportunities to connect and grow that way. So, and then the resources will be really fun. Um, I don't have any courses coming out just yet, but Chris has been sharing me on for that for a while. So it's on, uh, maybe in the next like year or two, like plan, but not for this year coming. It's hard. It's hard to just record yourself modules, but I think you've got to sit down and do it and then just tweak it along the way. But I think.
00:07:40
Speaker
True. The way you teach. I would say your secret sauce is getting people to that luxury clientele. But is that like bread and butter or is there? Yeah. This is or tell me about it.
00:07:51
Speaker
I really appreciate that. Thank you. I think that that is one of my secret sauces. And I think a lot of the planners that are working with me are striving to up their markets. And so that is definitely a big focus in my mentorships. Like I had topics shelled out that really focus on that, similar to what we'll talk about today. But also just in general, like processes flow, how to manage client expectations. Like planners, we go through a lot.
00:08:18
Speaker
And we work with our clients for a very long term process and those lines can get really blurred. Um, and especially if you are aspiring to be in the ultra luxury or luxury space, like you just have to have a really well run business. So I'm excited to like provide resources that have helped, that helped me that I specifically use in my business, my team, and I use it.
00:08:38
Speaker
Um, and also help some people develop their own and put their own touch on it. So it should be, um, it should be a really, uh, fun year launching it. And then there's a lot of hope for the future to add courses and more opportunities. Like, um, I've always wanted to host a workshop for planners and just really get into the nitty gritties. Like there's different things
Building Confidence in Luxury Markets
00:09:00
Speaker
when you get to this, you know, luxury ultra luxury space that.
00:09:03
Speaker
people don't talk about as frequently. It's getting much better with things like our podcasts and conferences, but you know, like percentage pricing, people pricing in general, just things that need to be talked about. And I think it's so important for like younger, you know, generations to learn this stuff so that they aren't going through the same pitfalls that we all went through, right? Yeah, we're helping our people out.
00:09:28
Speaker
That's for sure. And it's been, it's super rewarding. It's, and it's fun. It's a nice change of pace from, you know, client work every single day. So I'll take it, but thank you for letting me share a little more about it. Yeah. And then you said you're going to be doing a lot of like destination weddings coming up in next year.
00:09:47
Speaker
Yeah, so well this past year was a lot with destination in a good way. We had a wedding in Montreal and just some other like states throughout the US and then just a lot of travel. I was in Amsterdam in Las Vegas for some work. So very fun destinations. I tend to
00:10:06
Speaker
lean towards like romantic destinations. So Europe is high on my list for this coming year. But as of right now, I'm still booking a couple destination spots. So it'll be cool. Cool to see what we end up. Go check out Urban Suray. It's I would say in my words, three words, it's luxury. It's romantic. And it's timeless.
00:10:30
Speaker
So thank you. That's literally my target. Oh, OK. I love that. I know. Even though timeless could be like a played out word like it truly is. Yeah, I definitely want my my clients to fit well with me. Like I love I'm pretty I am pretty modern as like a as a style as a stylist. But I do want them to be able to look back and not regret that they did anything. So I would say we lean more into like timeless style as opposed to trendy things that. Yeah.
00:10:58
Speaker
are overdone. Um, not that they're overdone. Some people are really fun and rock that stuff, you know? Um, but my clients tend to want like that timeless look that they're going to look back in 50 years and still reflect their personalities. So, yeah. I mean, our last conversation is all coming back to me. Like I remember timeless locations with like crazy architecture or like venues like have, um,
Human Connection and Vulnerability in Marketing
00:11:21
Speaker
a lot of history behind it. Yes. How do you get your heck? Yes. From your dream client?
00:11:27
Speaker
You have such a good memory, first of all, but yes, I get my head guess. I honestly am just myself, which can be to my detriment as well as a business owner because I'm a little, I'm from Ohio, so I'm very, very nice, I would say. And I live in the East Coast in Boston and they're a little hardcore here.
00:11:47
Speaker
So that can be a challenge, but I think that I get my head guess because I'm super transparent with my clients and I have a very process driven approach to my wedding planning. I just think that it helps with confidence and, you know, when they hire us, like I know exactly what I'm doing. So that's something I love. It is all the way back to me, the MBA, that's where the process is. Oh my God, look, she's so great. I don't even have to sell. I'll just have Carissa come to do my, sell my services. I love this.
00:12:16
Speaker
I think last time you said, oh, you can write my show. Literally. I know you're so, you're so sweet. Um, but no, I mean, for me, I just have a lot of fun with making my company work for me. And I think that is literally why we all love being an entrepreneur. If you are one, um, or even being in this creative industry, like working for a company, there's a lot, we get to have a fun job if you make it fun. Um,
00:12:40
Speaker
What kind of made you want to get tap into the luxury clientele? Because yeah, I think I was a little bit scared, um, of yeah, into that clientele. Because, you know, when you go into the luxury, like they have some certain expectations, you know, maybe their parents could be like more involved if they're giving them all the money or maybe like, you know, like big tech people. Um, what was like, like, what, what was your why behind it?
00:13:08
Speaker
Yeah, no, definitely. I also should start off by saying there's no right market to me. I think it's all about us. I know I mentioned that in our last episode, which is a super great prequel for people to go listen to and listen to this topic, I would say.
00:13:26
Speaker
Um, because you may not even want to be in the luxury market for all the reasons, Chris had just said and more. And I think for me, it's just all about finding the right fit of like your personality and who you are. And so the way I got into all of it was, um, you know, I started out.
00:13:42
Speaker
You know, working events in Ohio and I just wanted more, I think I wanted more customizations. I'm really drawn to the design and creative aspect where we get to transform the spaces. And so it lends itself to a luxury wedding and like, you know, it kind of, it's clients looking to do transformations and really like.
00:14:02
Speaker
personalize it even further, right? Like custom touches. And so that's honestly how I got into it. It's just like my eye for wanting to get into design. And then otherwise, you know, I worked for two luxury planners here in Boston. I was very lucky to have their leadership. And I think I actually left and went to a hotel that was in a different market, probably like
00:14:24
Speaker
I guess you're average lovely. Average and lovely are not the same. Lovely is actually quite nice. And average is quite nice too. It's just like, this was probably like sitting between average and lovely. Like some people would customize, would add upgrades and others wouldn't, you know, as a perfect balance for them. But for me, I just really miss the custom touches, working with someone
00:14:45
Speaker
you know, from start to scratch. And so I definitely think you just find your niche and what works for you. And there is a lot more opportunity in other markets. I will say the luxury and ultra luxury space is very condensed. There's less weddings, right? And so if you are going to be in this space, not only do you have to be top of your craft,
00:15:06
Speaker
You have to be a good business owner, but you just really have to be able to manage the client and be a good fit for them. And so I think you see a lot of people later in their career in that space because they've done a lot of that work, but that doesn't have to be the case. Everyone can do what they want to do. It's just a matter of being realistic about where you are in your business and what experience you need to get there.
00:15:33
Speaker
That's very interesting. And one more, one more question before we get into a hot topic, but it'll lose. Um, what does processes mean to you? Like when I think of processes, I mean like SOPs, I think of guidelines. I think, uh, I think of like a whole, like one, two, three, four, five, or eight, eight to Z. Um, is it more than that? Like, um, yeah, with it, like kind of walk me through it a little bit.
00:16:00
Speaker
No, I love these questions. Honestly, when I think of process, I think of it both internally and externally. So I think of it externally being the process for your client. And then I think internally is like those SOPs and those like CRM systems and the things that we're doing to make things more smooth. So I focus a lot into both of those.
00:16:23
Speaker
And so on the client facing side, I break the planning process down into four phases that we kind of walk them through. And of course, there's a lot of project management in between for my job. It looks very different for every type of creative, but it can be kind of fun for you to break into those phases and tell them what to expect. And then internally, it's all about how are you executing and delivering that, right?
00:16:49
Speaker
And so, you know, we use Monday for project management with my team. We have every project that we do, including my education website and things to keep us organized. We use aisle planner for our client facing and internally, we also use it for certain things. Google drive, you know, there's just things. So it's like important. And then, of course, those become SOPs, right? Like these are the things we're using to operate. And this is how we as our standard way of operating now. So it's totally
00:17:17
Speaker
uh, developed over the years. And I think it changes like often too. Like I'm always asking my team because sometimes they don't like what I put in place. So we have to figure out what works because if you're like, if one person's using one system, but another person isn't using it, like it's not going to work. And that goes for your clients too, right? Like I have aisle planner, but if they're not looking in it, we're not speaking the same language. So
00:17:39
Speaker
A lot of little checkpoints to ensure that we're all on the same page. And I think that's really what I think of process. So like, could be for your client or for you, but everyone has to be on the same page, you know? Yeah. Including yourself. Yeah. No, thank you for asking. That's interesting. You're a plus plus student.
00:17:59
Speaker
Oh gosh, no, thank you. And honestly, I'm still growing. I learned from other planners. I learned from people like you. Um, I'm always learning new technologies and almost to my detriment, like I think sometimes you also can be happy with what works, you know? Um, my parents always teach me that they're like not the type to, you know, I'm like, Oh, this got broken. I'll just buy a new one. And they're like, no, every day you can fix it. Um, and so I think you have to find your balance with it, you know?
00:18:23
Speaker
Yeah, we're on the Amazon click, click, click. Oh, yeah, we are. I hate it. I'm trying to break my cycle out of that, you know, because sometimes I don't need to spend extra money on the new hottest software for CRM. Like I already have one that works. My husband's like, why did you buy another magic bullet? I was like, because it was Cyber Monday, but we have one already. Oh, I love that's literally my life too. I know. I'm like, we bought a second vacuum. He's like, we already have one.
00:18:51
Speaker
There's one Cyber Monday. It seems like I needed it. They really sold us on it. Oh my God. Okay. So anyways, I'm going to repeat the hot topic one more time. So it's using emotional marketing to attract luxury clientele. I'm sure you could use these to attract any clientele that you want, but take it away with tip number one.
00:19:09
Speaker
Okay, perfect. I mean, like, first and foremost, the ones that I'm going to combine is, like, what is emotional marketing and why is it useful? Like, those are two topics, or two of my tips, but they're more so just, like, what I like to cover before we dive in. So, you know, obviously, emotional marketing, I think people understand that that
00:19:29
Speaker
tugs at the heartstrings and that it's like supposed to feel meaningful and help others relate. For me, it means, you know, speaks to the client's emotions. And so that's like my quick and easy, you know, why, like what it is. But your heart speaks to your speaks to your heart. Yeah, heart or harm, a Hallmark. Exactly.
00:19:51
Speaker
And a lot of marketing, whether it's this approach or another approach is supposed to tug at your interest, your heart, like it is supposed to grasp us in like literally these Black Friday deals with a vacuum. I didn't think I needed it, but that was a very compelling, you know, ad. So somehow here we are with two iRobots.
00:20:09
Speaker
Totally. Yeah. Like every level, like every room. Literally. Yeah. If you hear my dogs barking, it's cause the eye robots like rolling around. I'm like, Oh my gosh, I forgot that those are on right now. Yeah. So hilarious. I was thinking about emotional things because you know, I watched that, uh, like holiday movie with Freddie Prince Jr. He's a dad and I didn't know. Yeah.
00:20:29
Speaker
But I was like, it kind of like pulled out my heartstrings, but then the Lindsay Lohan one like did it. So I was thinking like what drew me in and what didn't. So that's such a good point. And the same goes for when like our clients are finding us, right? Like they have a connection and that's why they likely want to work with us. So.
00:20:50
Speaker
Yeah. And I find emotional marketing, I, you know, I say like, why is it important and useful? Like, I think emotional marketing is so critical because we're handling important events that are such like personal milestones. And so I think that if you are in the wedding space specifically, it's going to be really crucial to utilize some of this approach because like people want to know they're hiring a human, you know?
00:21:16
Speaker
So yeah, for sure. And they want to have a connection with you, but that's cool. They could do both like processes, but also emotional connection to you and your brand. Yeah, exactly. And I think it's like not rocket science. So this can apply to anyone. You don't have to be a wedding planner. You don't have to be, you know, only a photographer. Like this can be for even like catering companies, like talk about your team and what excels, but we're going to get to the biggest tip that I have, which is.
00:21:42
Speaker
you know, the approach, right? And this is really like what is emotional marketing. I guess I should have kicked off the call by saying I did go to college and have a BA in strategic communication. So I really love marketing. That being said, I'm super self taught. So I am definitely not a professor in this, but I do feel really passionate and I've like found ways to adopt these approaches to relate to my wedding business.
00:22:10
Speaker
So that's kind of the spin I take with the approach. So there's like four things that I talk about with approach. Don't worry, they'll fit into our tips.
00:22:20
Speaker
But with approach, I talk about personal storytelling. You know, that is so important. You know, listen to your clients, take notes throughout the process. With a luxury clientele, there's really no detail that is too small. In fact, the small details are what make you stand out from a personal storytelling, right? And so an example that I can give you is say,
00:22:45
Speaker
You know, if you go above and beyond to get a vintage red wine, that's special to the father of the bride, or maybe you craft like a welcome basket that has really sentimental, you know, nods to how the couple met in college or where they grew up, like talk about that in your marketing, like that.
00:23:03
Speaker
Luxury is custom and custom events are personal. So you see where I'm going with all this. No, I love that. I just listened to like this interview with Oprah. She won the Emmy. She made a she stars and produced and wrote the show Abbott Elementary. Wow. They run. She's only 32 and she won the Emmy's and she said it's about like I think it's
00:23:29
Speaker
elementary school. And I think they said part of the reason like everyone gravitates to it because it was so like detail oriented like the locker is like stories like the teacher stories like everything place was just like perfectly like design authentically. And so cool. Like she they said like when she was little like she was just like observer she like observed every little detail like her her mom was a kindergarten teacher. So
00:24:00
Speaker
So yeah, it's interesting. That's really cool. Yeah. It draws people in and I think like they feel something when they catch those little details. I love that. I'm going to have to check that that out.
00:24:11
Speaker
Yeah. I'll send it to you. Okay. Perfect. I love it. Yeah. And I mean, I think that, you know, this personal storytelling aspect can be so simple. Honestly, I try to take notes like while I'm, you know, talking to clients, it could be onboarding them or simply like at their tasting, you know, for photography, I would say probably in that sales call, you get a lot of tidbits about who they are. And then you get to execute and showcase all that.
00:24:37
Speaker
Take those notes from when you first booked and keep it in a safe spot because those are really easy ways to market emotionally when you have it written down from your sales call. Another example I love to share about
00:24:53
Speaker
with personal storytelling is, you know, I wish if we were speaking in person when I teach this, I have photos. So I'll paint you an invisible photo, but say, say you're posting this lovely tablescape and it's just this beautiful wedding instead of just talking about how, you know, Oh, gorgeous chargers, or this is a gorgeous plate. You know, I like to point out things like look at the custom olive oil bottle. We brought that olive oil from the brides.
00:25:20
Speaker
family's farm in Turkey. And we had these like custom made with our illustrator, shout out to her because she was awesome. You know, these are ways that you can really showcase those little touches that you're doing. And that really connects with a luxury clientele because they want those details, right? It just shows that you care about your client's interest and that you're going to make it incredibly special for them. And that's what this market is all about. In fact, I think that's what all markets are all about. So
00:25:50
Speaker
luxury clientele or not, like start using personal storytelling in your marketing. It's just really powerful. Yeah. I've always been listening during the vowels and during the ceremony, like jotting notes, like what the officiant said about their story or something they said in the vowels, and then just jotting notes because you know, you're going to forget. So when you write that caption, like you want to be so detailed that
00:26:18
Speaker
people think like that wedding photographer, that wedding planner really, really cares. And honestly, I think it sets people, it sets you apart. You know what I mean? Like it really does because it's not just another number. Their wedding isn't just another check. Like, like we actually are in this industry because we love what we do, you know? And so I think it just like shows that when you talk about those things. Oh, I love that.
00:26:42
Speaker
I was shooting weddings basically for free or for like a grand and I was having to haggle for every single session to try and like show them my value and now I have clients coming to me saying that they want to work with me and I have more importantly other people in the industry recognizing my worth and asking me to work with them.
00:27:08
Speaker
which to me means even more than the clients because they're people who've been in the industry for 10 plus years. They've seen you know hundreds of other photographers and they're able to recognize me and the value that I can offer them.
00:27:25
Speaker
Yep, that's my student Kimberly. She's just one of my dozens of students crushing it. Go on my website, www.HeckYesMedia.co and book a 15-minute strategy session with me. Only if you want to be booked out on multiple preferred vendor lists and have a proven marketing plan.
00:27:47
Speaker
The last little example I like to share because I try not to always share planner examples, but like say you're a DJ and you work with high-end clients. You could talk about how you worked with the couple on a few different songs for their first dance and found a way to elevate it with a seamless mashup or just talk about how you...
00:28:07
Speaker
you custom tailored their playlists. You know, bands can do this too. So those are just some fun ways to talk about those like stories and what was that like with certain clients. So yeah. So the next, the next like tidbit, which I think comes
00:28:25
Speaker
I think it comes to no surprise, but people have a hard time with it. But like with the approach of emotional marketing, you know, showcasing your expertise and value is super important because showcasing your expertise and value.
00:28:40
Speaker
is what sets apart a luxury vendor. We are very confident in our services, as a lot of people are, and they should be, but a high-end client, you have to be confident and show that value and show your expertise. That is why they're hiring. They want to know that they're handing their event off to someone who gets them. They are not interested in the nitty gritty. They are hiring you to bring their vision,
00:29:07
Speaker
to bring their event to life and bring the vision, the ideas and the solutions. And so your marketing needs to kind of reflect that. You got to be that person, right? Who has all the answers and you're going to bring it to life. So I would say, you know, ways that you can do this without, you know,
00:29:24
Speaker
with coming across in an emotional way and in a connection based way, you know, talk about your favorite things like about a certain celebration and then talk about like how you and your team personally did that, you know.
00:29:39
Speaker
some other ways you can do this, not on social media, but blog posts, like offer your expertise and value. I write blogs on what really goes into a wedding budget because even for a luxury client, no one knows how to budget. And that is my job. I know how to because I'm the expert in my field and I do this. So you can get into more public relations where you're contributing to articles,
00:30:02
Speaker
that's a great way to be seen as an expert and really showcase, you know, your expertise to the world. And, you know, with the way you're wording it, you know, do it from a not so much an ego approach, but more of like a
00:30:20
Speaker
you know, I'm, we love that we got to help, you know, with this event and we did this as in this, we transformed this space or, you know, they were feeling a little bit lost about where to go with this playlist and we were able to bring, you know, collaborate with them to bring it to life. Like there's just so much value and expertise to that vendor, right? So yeah, it's so cool. Like when you true, I mean, literally like if you truly like transform a space, like not a lot of people could do that.
00:30:48
Speaker
Right. Oh, no. And they shouldn't all be doing it, to be honest, because it definitely takes experience and it takes the right teams. And a client needs to know that they have the right person on the project that they're doing. And I think that that can come across in your marketing just by simply talking about your work. I see a lot of people share why they set up a space a certain way, or photographers talk about,
00:31:18
Speaker
like the different beauty within like creating timelines or doing first looks. And like all of these are just like ways to show your value and expertise, but you can talk about it like, you know, A and M have this like incredible first look and it really allowed them to enjoy all of every moment of the day together, you know, things like that where you're, you're offering guidance, but you're also telling a story. And I think that could be really fun too. It just kind of captures people, you know?
00:31:45
Speaker
Yeah. Um, just to emphasize like for newer wedding professionals listening, like you don't have to have like, you know, you like all the war jet or have all these luxury weddings on your belt. Like you still could demonstrate value. Like if you offer them beautiful albums or if you have like an onboarding call, off boarding call, like call before the wedding.
00:32:07
Speaker
Um, some photographers don't offer that talk about maybe you could help style the engagement session. Like I used to bring dresses cause I had those subscription, um, clothes, like really beautiful dresses. Like what are your selling points? Like, like really talk about your value. And that's when, when people, when my students always ask me like, Oh, someone tried to discount me, whatever. I'm just like, just keep talking about your value. Like,
00:32:33
Speaker
Yeah. Like why you're different and like what you bring to the table and then they'll stop asking for the discount. Yeah. And I think that creating value, there's so many ways people can do it and it doesn't really matter what market you're in. Like that, that is so important. So I love, I love that advice. Um, okay. Well, so are you ready for the next one? Okay. So we talk about expertise and value, but I always like to talk when I'm talking approach with this, I also like to take a few steps back and talk about confidence.
00:33:02
Speaker
I'm really big on leading with confidence and not ego. And that is something that I see happen a lot as a mistake when people are showcasing their value and talking about being in luxury events.
00:33:18
Speaker
You know, it depends on the city and state and country you're in. Luxury means different things to different people. And I would say go back to that episode where we talked about market segments and learn what that is. For me, my clients are not very boisterous. They don't like to be flashy with their money. They're investing quite a bit in their celebration, but they would never like call their wedding luxury. And so I say lead with confidence and not ego because it wouldn't come across
00:33:47
Speaker
very suitable if I was like, well, I am the best in Boston. So blah, blah, blah, you know, like there is so many ways to show that you are passionate and the, and like leader in your field without coming across with ego. Um, and so some examples are like on my website, I, in my about page, I always say like the heart behind urban Torrey and I talk about
00:34:08
Speaker
why, how I got to where I am, what I love, how, why I love my process, why I think, you know, it's suitable to help people that I work with. Um, and then other ways you can do it, you know,
00:34:21
Speaker
Like I look at some other vendors and they have really great, you know, slogans on their websites or the way they market. And they just talk about like, you know, planning extraordinary events, parties that guests will talk about for years to come. I think that's on Marcy Bloom's website. Like how incredible is that? Of course that is showing confidence without talking about yourself or being egotistical. Um, you can talk a lot about.
00:34:46
Speaker
Raising the standard for your craft, you know, like we, we really try to, you know,
00:34:54
Speaker
set a new standard for planning services. And what that means for us is that we invest a lot in those processes, like we talked about. And so like being able to share that, I get giddy about it. And most of my clients are really respectful that I have put that much work into my process. So, you know, these are ways I mean, like, just to give you some kudos, like that's how I kind of see you. Like, you know, you have
00:35:19
Speaker
You want all these awards, best wedding planner. You are president of WIPA. You have this amazing podcast. You're a veteran, but then you are super down to earth and you don't come across like, hey, I am better than you. You don't come across like you're never going to get to my level type of thing. I'm like, honestly, you're probably my biggest competition. They're all coming for me. I'm getting old. I'm just kidding.
00:35:49
Speaker
But no, that's so sweet of you. Thank you. And I do hope that's how I operate. I try to check myself and make sure that... I think the confidence does come with actually being good, honestly, because... Yeah. I think you get into a rhythm. Yeah. And that's... You don't have to really be boisterous. Like, oh, wow. I'm literally the best. You have so much experience and work to back you up. So it doesn't sound like knowing your craft and being really good at it.
00:36:17
Speaker
Yeah. And I think like, just like what you said, just talk about your work and your craft. You don't need to talk about, you don't need to talk about other professionals that are doing the same line of work. I don't need to talk about other planners. I don't need to compare myself to other planners. There are so many amazing people here. The most important thing at the end of the day is that I can advocate and sell my service, which and my value.
00:36:39
Speaker
And that it's the right fit for them. And so there's really like, when you just focus on that, I think that you build that confidence and believe me, confidence is like actually the, the biggest thing I struggle with. And so your words really do mean a lot to me. Thank you. Even like, you know, Megan Ely, who I think connected us like last year, she tells me all the time. She helps me with my speaking that I have to, you know, in a good way, like encourages me to work on my confidence and,
00:37:07
Speaker
Um, it's not something that comes naturally. So I feel people, we should give ourselves a break, but like slowly, but surely just talk about your work, you know, that you can be really confident about. It doesn't even have to do, you know, just with me, it's like my team and you know what we offer. And so that's really cool too.
00:37:25
Speaker
Oh yeah, you got to build the confidence. I saw someone real and they said like, confidence is truly like a muscle. Like you have to work it out every day. Even pandemic people got a little shy and introverted and not wanting to like, we weren't talking as much to people and like,
00:37:46
Speaker
and people start going to vent and they're like, I feel weird. Like it's too many people. So it's like, it is like, it is working out your abs. Like you're not going to get it if you don't do like those crunches, you know?
00:37:59
Speaker
Yes. Yeah. I know there's a little bit of discipline to it too, which I am really bad at that. So need to get on my Peloton, but it's okay. I know I have it right here. I'm like, well, yeah, I saw it. I was like, oh gosh, I didn't ride this week. I gotta go. Yeah. But no, I think you're right. You gotta just get more and more comfortable with it. If it helps, you know, when I'm selling to my clients,
00:38:20
Speaker
I put like a little post-it on my desk and it has like a few questions and it has a couple like reminders for me. The biggest one is listen, because I'm like, if you listen to what they need, you have everything you need to sell to them, assuming that you want them to be the right fit. And second is my pricing. And I'm like, you can do it. This is what your pricing is. Do not waver, do not go under. And even,
00:38:46
Speaker
Even though I've grown exponentially over the years, I still have that post-it because I still get swindled into falling in love with our clients because who doesn't? But even though we're in the industry of, you know, loving, of love and like, you know, this really awesome space where we get to celebrate with people, we're still a business. And so that is my confidence post-it. I'm just like, you are worth it. Like it just says it right there.
00:39:12
Speaker
Yeah. And I think like having those processes leads you to be more confident too. So, um, but to loop it back to dimensional marketing, I think just talking about that, you know, talk about what you're doing to serve your clients. And I think that shows a lot of care and confidence. Do you know, uh, Crystal Lim, she's like an influencer career. Oh no.
00:39:34
Speaker
Um, yeah, she just recently talked, started talking about like her divorce and like how, um, she's like, you know, she's going to be ashamed what to do with the kids and you know, like events and not having like any emotion and like what was wrong with her. Cause she was leading by like what people are telling her not by her heart. Um, and I think it resonated with me and I, I made it a point for next year to be very emotional and, um,
00:40:04
Speaker
my coaching feed. I love that. Yeah. Cause, um, like just, I had, I do master classes and my first masterclass was three months ago and I was literally like, couldn't sleep. I couldn't eat. Um, no, people could literally tell I was nervous, like crazy. And now, um, it's going to be my third one tomorrow. And I just have gained so much confidence in myself and who I am in my voice. And.
00:40:32
Speaker
I forget the point of my story. Oh yeah, the vulnerable. Yeah, just being really emotional and maybe talking about that, like how hard it is to go live your first time, how hard it is to start a podcast, how hard it is to even post your face on social. Like it's so hard and just, but that's like what's going to attract you to like your perfect client because those are the people that truly want you for you.
00:41:02
Speaker
Yeah, honestly, I could not have said it better. I think that is so true. And it really actually leads me into my last point, which is amazing. Don't underestimate the power of human connection. And that's literally what you're saying, like that vulnerability.
00:41:18
Speaker
with an emotional marketing approach is so, so powerful. I had a really hard 2021, like most people listening, I'm sure did with the post pandemic influx of weddings. And it got really hard. Like, you know, I am on anxiety meds from it now. I, you know, had a few pretty severe panic attacks that wound up in the hospital. So I think that I was so scared to post that stuff because I thought
00:41:47
Speaker
people are going to think I'm weak or people are going to think that I can't serve these high-end clients. And it was honestly quite the opposite. It took me a little while, but I finally found my voice with it. And obviously you do it in a professional way, but I wish I could show you my presentation, but I can't in person. But one day I'll come to a WIPA chapter near you and speak about this. But
00:42:15
Speaker
It was as simple as like, I think I said in my post like 2021 year in review, 14 weddings, thousands of hours of work, countless hurdles, but it was truly all worth it. And I talk about like, it's no secret that this year pushes over our limits. I shared more about
00:42:32
Speaker
what that looked like for me with my mental health. And I thanked my clients and I thanked all the partners I worked with. And that human connection, like my clients were like my biggest cheerleaders at all. And they refer me to business, you know, they
00:42:48
Speaker
It, it's really gives me the goosebumps sometimes like talking about it just because it's a powerful thing. Like just being, just being human to human. Like people want that realness. They, they're beyond ready for that real interaction with you. So I had, I had a shit storm of a year to 20.
00:43:10
Speaker
I want to hug you because I'm sorry for all of us, you know, I was like crying on the floor with like all my crap around me, like ball, like for hours, like total mental breakdown. Like I shot 36 weddings, like unhealthy. Yeah. No. Yeah. Oh yeah.
00:43:28
Speaker
I lost like my best friend, like, I mean, not like died, but like, yeah, but like, yeah, but still it's like super hard. Yeah. You had lots going on. No. And that's what I mean. Like no one talks about that. And the fact that you still continue to show up and then also probably gave all those clients amazing albums or like galleries is insane. You know?
00:43:48
Speaker
And so I'm like, that's where my confidence come into place. Like I did triple the amount of work and they were all amazing. So yeah, I am top of my market. Cause like, that's probably getting a little too ego, more egotistical than I would sometimes. Yeah.
00:44:03
Speaker
We have to, we have to be our biggest cheerleaders. You don't need to post about it on social media necessarily, but I agree. You have to give yourself some slack and credit. Um, but I think like just talking about that experience probably helps your coaching clients, you know, feel like they can relate a little more. Oh, I'm so awesome. You know, blah, blah, blah, blah. Like, um, look at me, like, like no one likes that.
00:44:24
Speaker
Right. And I think other ways to do it too, like where it's not necessarily related to you, but with human connection, you can talk about, um, I talked about my clients about how they handled a lot of those ups and downs with such beauty and grace. Um, and to me, like, I think a lot of other couples resonate with that and they were like,
00:44:44
Speaker
Oh, I'm not the only couple that, you know, went through this or they dealt with twists and turns too, or you know what I mean? And like, cause you see these perfect images all the time on websites and social media, but wedding planning is not like for the faint of heart. That's literally what I tell my clients and they laugh. Yeah, they laugh. Like being a wedding planner is not, but even for them, like it is a, it is a journey.
00:45:08
Speaker
hopefully we maximize the good parts of that and we bring a lot of joy and fun to it. But at the end of the day, there are going to be roadblocks and ups and downs and twists and turns because you're planning a large milestone event and an investment that a lot of them have never spent before. So there's going to be hard twists and turns and compromises, you know? So I think like it's okay to talk about
00:45:34
Speaker
how amazing our clients are for dealing with that stuff or, you know, how they handled it with such grace. Like I think that, yeah. So that's another way to talk about human connection. We got so deep. Um, I think it's kind of running into our time. So yeah, that was my last point. So it was perfect. Um, I feel like really emotional. So I guess that's good. Good.
00:45:57
Speaker
We made them, made you feel something. And I also too, I had goosebumps talking. So thank you for allowing me to share. Like, I think this approach has been really helpful for the success of my business. And I think a lot of people think when you get to a certain clientele, like a high end clientele, you can't be yourself. And I'm just, you know, going back to my secret sauce, that's really not true. I think you have to be a more polished version of ourselves.
00:46:23
Speaker
a professional version, but you already are probably doing that. So yeah, I'm super unprofessional. No, no, you're fine. I love it. Oh my God. Okay. So tell everyone where to find you and how to work with you and anything else that you want to add?
00:46:41
Speaker
Perfect. Well, you can find me on Instagram for my wedding planning at urban underscore soiree. And then you can find the podcast at the confetti hour on Instagram, and you can tune in wherever you listen to podcasts. And my new education site will be Rene Sabo.com. And that's Rene, R-E-N-E-E Sabo is S-A-B as in boy O.com. And that will be coming out in January. So I'm so excited to share more about it soon.
00:47:14
Speaker
Thanks for joining me this week on Get a Heck Yes with Carissa Wu. Make sure to follow, subscribe, leave a review, or tell a friend about the show. Take a screenshot and post to IG. Tag me. Also, don't forget to download my free guide on how to become a lead generating machine. See you next time, wedding pros.