May 14, 2024 • 33 mins
Stand out from your competition as the top choice for your ideal clients, no matter how much you charge and join Heidi's FREE LIVE CHALLENGE MAY 20TH! The Stand Out and Get Booked Challenge
Today, we're here with Heidi Thompson. She's the bestselling author of "Clone Your Best Clients" and the founder of Evolve Your Wedding Business, where she specializes in business and marketing strategy for wedding professionals. Heidi helps wedding professionals grow their businesses and reach their goals without going crazy in the process. Her business and marketing expertise have been featured on several wedding and business outlets, including the Huffington Post, social media, Examiner, Wedding Business Magazine, HoneyBook, WeddingWire World, and she serves on the advisory board for the UK Academy of Wedding and Event Planning.
My favorite topics that we covered in this episode include:
- How to Stand Out in a Crowded Market: The importance of standing out in the wedding industry, where differentiation is key to attracting clients and avoiding price shopping.
- How to Understand who your Ideal Clients are and tailoring your marketing efforts to resonate with them. This involves identifying the specific problems your clients face and presenting your business as the solution.
- How to Create Compelling Service Packages: By crafting service packages that effectively communicate value and address clients' needs, wedding professionals can attract more clients and command higher prices. The challenge lies in articulating the unique value proposition clearly on service pages.
- How to Build Trust with Transparencyin Pricing: How transparent pricing builds trust with potential clients and reduces friction in the booking process.
More About Heidi Thompson:
Evolve Your Wedding Business: https://evolveyourweddingbusiness.com
Follow Heidi on IG: https://www.instagram.com/evolveyourweddingbusiness/
Get Heidi's book, "Clone Your Best Clients" https://www.amazon.com/Clone-Your-Best-Clients-Guesswork/dp/0692878238
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Mike Zabrin (00:00):
If you're a wedding pro, then you know Heidi
Thompson is the best-sellingauthor of Clone your Best Client
Marketing Strategist andWedding Business Coach.
She's also the host of theEvolve your Wedding Business
podcast.
And this is how to stand out ina crowded market.
Speaker 2 (00:17):
Hey, are you a wedding pro?
Mike Zabrin (00:41):
I am hanging out with the wedding industry's most
forefront leaders each week fora month.
So if you want to learn moreabout my upcoming guests for the
Business of Weddings MastermindSeries, go to
wwwfunktasticchatscom.
So today we're here with HeidiThompson.
(01:04):
So today we're here with HeidiThompson.
She's the bestselling author ofClone your Best Clients and the
founder of Evolve your WeddingBusiness, where she specializes
in businesses and marketingstrategy for wedding
professionals.
She helps wedding professionalsgrow their businesses and reach
their goals without going crazyin the process.
Her business and marketingexpertise has been featured on
several wedding and businessoutlets, including the
(01:26):
Huffington Post, social Media,examiner, wedding Business
Magazine, honeybook,weddingwireworld, and she's an
advisory board for the UKAcademy of Wedding and Event
Planning.
Hey, heidi, thanks for comingon the podcast today.
Heidi Thompson (01:40):
Thank you so much for having me.
I'm excited to be here.
Mike Zabrin (01:43):
Of course.
I heard so much about youthrough so many different
channels.
I heard you on Alan Berg'spodcast.
I saw you had Mark Chapman onyour podcast, who is like the if
you don't know him, he's likethe OG of wedding business
advertising.
I call it with the I Do SocietyInstagram, so I knew I had to
have you on and over the yearsI've just been so fascinated
(02:05):
with the business side ofweddings and just curious, maybe
to start off, how did you gofrom being a wedding pro
yourself to developing amarketing strategy for other
wedding pros?
Heidi Thompson (02:17):
Yeah.
So it's like this long andwinding journey that only really
makes sense in the rear viewright, and I got started in
event planning in nonprofit.
I found my way into weddingplanning, really enjoyed that.
It was around that time that Imyself got married.
I moved to the UK.
I started to like pay reallyclose attention to what was
(02:39):
happening in the market there,Because meanwhile in the
background, all of this like mynine to five was in marketing.
So it always interested me andalways fascinated me and I saw a
gap in the market and I knew Ididn't want to plan weddings
anymore.
I love the logistical aspect, Ilove the design aspect.
(03:01):
I do not like the people aspect.
I'm too chill.
I'm like guys, this is not abig deal, Like you can't have
that kind of energy with withbeing a wedding planner or
people just start to drive youcrazy.
But I noticed this gap in themarket in the UK and this was
around 2011.
(03:21):
And this was around the timewhere rock and roll bride,
offbeat bride were reallyblowing up.
It was that millennial shiftinto very personalized weddings,
very focused on the couple andtheir interests and what they
wanted, and the market was notresponding to that.
(03:41):
So I saw the opportunity tocreate a wedding show, a wedding
fair, to bring couples andthese incredibly talented
vendors together, and then Ifound myself spending a bunch of
time coaching them on, helpingthem make the most of it and get
a better return on investment.
And that's where it like dawnedon me that not everybody is
(04:04):
just interested in marketing andalso has a wedding business.
So it's like this convergenceof worlds.
Mike Zabrin (04:11):
I love digging into evolve your wedding business
because, for example, when I wasin music school, there was
coursework and masterclasses andlessons and with the end goal
to me make a living off being amusician.
But after music school, comingin the wedding industry, I
really think that you are theonly business I've seen out
there that truly gives you allthe resources and teachings to
(04:34):
be a CEO, your own boss, in thewedding industry.
You have the best of the bestcollaborating with you on these
courses and I was wondering ifyou could talk more about what
Evolve your Wedding Business istoday.
Heidi Thompson (04:47):
Yeah, and thank you for your kind words.
I appreciate that.
So I started Evolve yourWedding Business off the back of
this realization that I neededto bring these worlds together,
and in the beginning it wasone-on-one coaching, it was
courses.
The way it has evolved today isthe way I work with people is
(05:09):
primarily through my membership,the Wedding Business Collective
, where I've brought all of thecoaching and courses and
resources together, because Ifound that people who were doing
one-on-one coaching needed theeducation.
People who were doing theeducation needed the coaching.
So it was like, okay, we needto just bring this together into
one place.
(05:31):
And then I started, like a monthinto the pandemic, I had my
first online summit which I'vehad I think about 10 of them now
focusing on helping weddingprofessionals book more weddings
.
And then the other one isfocusing on helping wedding
professionals in the CEO role.
So what does that mean for youin terms of how you manage your
(05:55):
work and how you manage your ownbrain and do we build a team
and what happens to the actualbusiness side of things?
Because I am not here to teachanyone like you to be a better
musician.
I don't know how to do that,but my focus is on helping
(06:16):
people book more of the weddingsthat they want with the people
that they want, and also build abusiness that gives them
freedom and flexibility.
That's a really important pieceto me, because if you're
working 80-hour weeks all thetime, that's not what I consider
to be a successful business, nomatter how much money you're
(06:38):
making, because you have no lifeand that's not fun.
Mike Zabrin (06:42):
I did not realize that until I got engaged and my
fiance was like you literallyhave to turn it off If I wasn't
here.
You would just go from sunup tosundown every single day and
through my relationship with herI finally got some work-life
balance if I wanted to have well, any future with her.
So I totally can relate to that, and I read that your clients
(07:06):
in particular.
The average time they get backper week is something like five
to eight hours per week, andthat adds up like crazy.
Yeah, so that's reallymeaningful, being able to get
that time back.
The question for me is that it'sone thing to get your time back
, but also what do you do withit to want to work on your
(07:27):
business instead of in yourbusiness?
Because we hired additionalpeople this year so that I could
free up more of my time, andthen I found myself just
nitpicking Instagram andnitpicking TikTok, and then I
found myself playing video gamesfor two days.
I have no idea what to do withmy life here and I was just
feeling lost, even though I gotwhat I wanted.
I got my time back, and so doyou help entrepreneurs not only
(07:51):
get their time back, but alsorealize what their goal is and
how to achieve that goal as well.
Heidi Thompson (07:57):
Yeah, and that goal is really important to me
because my goal I don't havekids.
My goal in my business is goingto be different to someone who
has three young kids and theywant to be able to shut down by
two 30 and spend the rest of theday with their kids.
Everybody's different and youcan build a business to support
any life that you want, but youhave to be intentional about it.
(08:21):
You have to know what you'reworking toward, know what you're
building to, because the rightor wrong thing for anybody in
any business is really going todepend on what you want.
I think a lot of what you said.
Like, when we get into workingon the business, I think a lot
of people get stuck on what theyare supposed to do.
(08:42):
They don't really know what itis that they're supposed to do.
So the way I structure things isso we first put together your
marketing plan.
Basically, everything I teachpeople has this delineation
between CEO mode and worker mode.
If you can make as manydecisions as possible in CEO
(09:06):
mode, that makes your workinfinitely easier.
So when we create a marketingplan, we're making all the
decisions.
Not just I'm going to market onInstagram, it's.
I'm going to market onInstagram because I found out,
that's where my people are,that's where I'm getting the
best leads and because of that,this is what I'm doing.
I'm doing these kinds of poststhis many times a week.
(09:27):
This day of the month, I'mgoing to set aside and do these
like you're making all of thedecisions, so that you just get
to show up and do the work.
And I think, whether you'reworking on marketing or any
other piece of the business, ifyou can separate decision-making
and strategy from actuallydoing things, it gets so much
(09:51):
easier.
Mike Zabrin (09:52):
Was it kind of a natural process for you
expanding, Evolve your Weddingbusiness?
Because when I was about tosubmit a contact form, it was
like join this community of6,000 wedding pros.
I was like, wow, that is acrazy community.
It just sounds amazing.
And was it a pretty naturalthing where just one person just
kept telling another personabout it?
(10:13):
What was the journey like foryou building this?
Heidi Thompson (10:16):
It was weird in the beginning because I was one
of the first people in theindustry doing it, so there
wasn't as much of an educationindustry within the wedding
industry at that point, and thetech wasn't great either.
So, like looking back at thetools they had available then
(10:38):
versus now, it's okay.
Wow, that's a huge difference.
So the first several years werevery much organic yeah, working
with different people, gettingin front of different audiences,
and since it was really when wedid the first summit in 2020,
(11:04):
the size of the community that Ihave exploded exponentially
because that event, that firstevent we had it was about 3000
wedding pros attended and it wasworldwide, because it's an
online summit and then, like,speakers from all over the world
are pulling in people from allover the world.
(11:25):
So that really took things up anotch from, like kind of the
steady growth of the generalaudience that I have to what
happened after that.
It was a big shift.
Mike Zabrin (11:38):
Okay, speaking of shift, and you said shift in
2020.
And this is one of thequestions I wanted to ask you
here is that last year wasreally the first season where
you could do a wedding and therewere no COVID restrictions.
And all these brides who justhoarded money since 2020, ready
for this big reception, this bigparty, what kind of shift have
(12:00):
you noticed so far that you'veheard from other wedding pros or
just seen yourself?
This year, in 2024, compared tolast year, have you noticed the
industry shift?
Heidi Thompson (12:10):
Yeah.
So it's interesting because Ihaven't been able to find like a
clear pattern of like maybe acertain vendor type experiencing
something or a certain regionexperiencing something.
It's like bits and pieces inevery region experiencing
different things.
So I've heard from a lot ofpeople that their leads are
(12:33):
slower or they're getting leadsand there's a longer lead time,
not making decisions as quickly.
I've heard from some peoplethat they feel like people are
more they're conscious of theamount of money that they're
spending.
And it's interesting becauseover the past few months, I've
(12:56):
been hearing this from peopleand you know I had mentioned to
you like it's weird becausethese are all I think.
We think these are likeindividual things, but they're
all symptoms and the thing thatI'm seeing that they're all
symptoms of is people notstanding out.
And we are in a transition inthe industry where it used to be
(13:21):
if you got a referral, theywere going to book you, and now
we're seeing people gettingreferrals and not booking those
referrals because these peopleare doing more research they're
looking at okay, let's see,let's check out your website,
let's check out your socialmedia, see more about what
you're all about, and if I thinkthat's a good fit or not.
(13:42):
It's not like this automaticthing that I feel like it used
to be.
So we're finding people be Idon't want to say more selective
.
I think they're looking for apoint of differentiation to make
their decisions easier, butthey're not finding it.
And actually, before we jumpedon, I was recording a podcast
(14:05):
episode for my own podcast andit was with a social media
expert, but she is engaged andshe mentioned I can't tell the
difference between a lot ofthese people.
I have all these tabs open andI really don't know the
difference.
So then it boils down to okay,who gets back to me first or
who's the cheapest, and that'snot necessarily where we want to
(14:29):
be focusing.
Mike Zabrin (14:31):
Yeah, I think it was your podcast.
I was listening to where youwere like, if you can copy and
paste all of your content onsomebody else's website and it
just looks fine, that means thatyou're you are not standing out
.
And actually when I went toyour website anytime I see those
colors I'm instantly going tothink Heidi Thompson for the
rest of my life.
How do you go about standingout in a market where it's
(14:54):
already so crowded already?
Heidi Thompson (14:56):
So I take it back to what I call the
foundation of your business andthat's who do you want to be the
go-to person for?
Who's your ideal client?
Who are we talking to?
Who do you want to book?
Because every decision you makeabout the content you create,
the things you talk about, theway you differentiate yourself
(15:20):
comes back to that.
Because what has to happen foranyone to buy anything is to see
okay, this company is to seeokay, this company understands
my problem and they have asolution for my problem.
And this is how that works.
(15:45):
The crazy thing in the industryright now is you can use a
somewhat rudimentary way ofcommunicating that, like we're
not insurance companies.
That's hard as hell todifferentiate.
It is relatively easy to saywe're the go-to band for couples
who want X, y, z, if you canfill that in, if you can
(16:06):
understand what that is for them.
And, by the way, most of thetime we base that on assumptions
and it's almost always wrong,myself included.
I come up with oh, I'm going todo this thing in my business
because people want this thing.
No, that's not.
(16:27):
I don't understand the problembecause I'm not in those shoes.
Like, I've been in businessthis length of time.
I can't put myself back in aposition of someone who's just
getting started or, you know, isgoing through something
different.
So what I take people through inmy membership is actually
(16:50):
identifying the people thatyou've worked with that you wish
you could clone and work withover and over again, and talking
to them and asking them whythey made the decisions they
made.
And almost always you're goingto find out you're at least a
little bit wrong, because what Ifind is every vendor has their
thing.
(17:10):
Like planners think that theyget hired because they take
stress off of their couples, andbands get hired because they
think the couple wants to have akiller reception.
And while that can be true,it's not the whole story.
(17:31):
So there was one band I workedwith and the thing that they
found out when they startedreally talking to their people
about why did you know youdecide to work with us instead
of someone else it had to dowith not just having a killer
reception but being able to getmom and dad on the dance floor,
(17:52):
being able to get grandma on thedance floor, having that
breadth of catalog that theycould pull from.
That it wouldn't just focus onone group or another and there's
probably a lot of bands thathave that, but this was the only
band that was saying we are foryou if you want.
(18:12):
You and your friends want to beon the dance floor.
You want mom and dad on thedance floor, you want grandma on
the dance floor.
You don't want to alienateanybody with your music choices.
And then someone sees that andthey're like that's exactly what
I wanted and it becomes like anapples to oranges kind of
comparison.
It's like I could hire theseother bands, but this band has
(18:35):
exactly what I want.
It's exactly that solution tothe problem that I have.
Mike Zabrin (18:41):
Vendors in the past who I've had on here to chat
with me.
The common word is alwaysluxury when defining their ideal
client, and I wonder if youcould talk about that, because
luxury seems very vague to meand also maybe scaring your
(19:02):
right couples away.
Heidi Thompson (19:03):
Oh, it absolutely could be, if they
don't see themselves that way,if they don't identify with that
language, which is why it'simportant to understand, like,
how do they talk about what theywant?
I don't know what it is in theindustry this heavy focus on
luxury because, okay, bydefinition, a wedding is a
(19:24):
luxury, but I don't think mostpeople getting married would
describe it that way.
People getting married woulddescribe it that way, and if
we're talking like true luxuryweddings, like million dollar
budget plus, that's such a smallpercent of the actual industry.
(19:47):
And I think what most peoplewant isn't that they don't want
to work with those couplesbecause, quite honestly, I've
known people that work withthose couples and they're a lot
because of how much they'repaying.
But it's weird.
I feel like everyone justcopycats each other in the
(20:08):
terminology and the only personyou should be copying is your
client and the way they talkabout it.
And if they don't say I waslooking for a luxury experience,
okay, first of all, no humanbeing talks like that, so you
shouldn't be talking like that.
You should be using their words.
And I think it's funny Like weall have this access to absolute
(20:32):
marketing gold in the heads ofour favorite people, but we
don't really think to tap intoit and find out okay, why did
you buy what was important toyou and that can really make a
big shift and a big distinction?
Mike Zabrin (20:48):
And a lot of our reviews, because each time we do
a wedding, we ask a couple toleave us a testimonial on the
knot and what any wire andGoogle and all that stuff.
Very little of it is actuallyabout the music.
It's all about how great it wasto work with us, how the
process of working with us, thethings because that is something
that they they couldn't watchfirsthand on youtube like of us
(21:13):
compared to us performing, andso I think that's so interesting
and a lot of I assume a lot ofgreat content could be created
by looking at reviews as well oh, absolutely, and like a great
way to do that.
Heidi Thompson (21:24):
A very quick and easy way to do that is take all
your reviews, go into chat gpt,explain to it who you are, what
your business is, and then I'mgoing to give you some reviews
from customers and I want you totell me what they said, the
most important things were, andit'll pull it out.
Mike Zabrin (21:46):
As far as pricing on your website, depending on
what industry you're in, somevendors post them, like when we
were looking for our wedding.
When we were looking forphotographers, every
photographer had pricing listedright, but some other vendors
don't at all.
Across the board, it's veryhard to find until you submit a
contact form and they ask you toget on a phone call.
(22:07):
What is your opinion in generalabout putting pricing on your
website and through thoselisting sites, and is that a way
to stand out in the market,depending on what the
competition is doing, or are youshooting yourself in the foot
because the people who reachedout to you wouldn't know how
(22:28):
much a wedding band costs andmaybe they just see a big number
and leave?
Heidi Thompson (22:32):
Yeah, it's funny because we think that.
But then the opposite happensas well.
You see no number and you'relike well, I don't want to put
myself in a situation where Ihave to tell someone to their
face that I don't have the moneyto hire them.
That's uncomfortable and a lotof people would just rather not
enter into that conversation atall.
(22:53):
And we've definitely seenthrough millennials being the
main group, getting married intonow Gen Z the opinion about
transparent pricing is becomingmore and more important.
Just because it's okay, let'sall be above board about this.
But I think there is there's aright and wrong way to do it.
(23:14):
There's a way that shoots youin the foot where you're just
slapping a number on there, andthen there's a way where you are
building context for the price.
So you have a service page thatis actually doing a lot of
selling for you.
That's using the copy on thepage to build the value, to show
exactly what you're going toget from this and how incredible
(23:36):
the experience is going to be,so that by the time you get to
the price, it feels either inline with what you were
expecting or it feels like adeal.
And that is just the power oflike how you structure your
service page and what youinclude.
It's like numbers withoutcontext are useless.
(23:58):
So it's $20,000, a lot of money, like For a wedding band yeah,
maybe For a brand new Ferrari,no.
So you have to build.
The context of this is why thiscosts this much and this is why
(24:20):
it is worth the value in thecopy and that's something.
I review one member's websitein my membership every month and
that's something I probablytalk about almost every month,
like 11 months out of the year,because we have a training with
a brilliant copywriter, ashlynCarter, in there, where she
(24:40):
talks about like the pieces of asales page.
A service page actually sellsfor you and it's a.
It is an easy way to stand out.
It's going to be work to put ittogether, but it's going to
stand out because I very rarelysee it being utilized in the
industry.
Mike Zabrin (25:00):
If you want to check out what Heidi's Evolve
your Wedding Business looks like.
There's actually a Vimeo videowhere she walks you to the
platform and all these coolfeatures and all the courses and
all this stuff.
And the one that caught my eyewas create a service package
that sells for you, and I sawthe text there and is it okay if
I read the description reallyquick, I think?
(25:22):
it's like a really greatdescription.
So now that you know exactlywhat you're selling, you're
going to use the power ofcopywriting to create a service
page that does most of theselling for you.
Most wedding pros don't do this, and it's a way to give you a
huge leg up on your competition.
I invited Ashlyn Carter to walkyou through the parts of a
service page that sells for you.
By the time someone gets this,this is my favorite, but by the
(25:42):
time someone gets to the end ofthis kind of service page, they
are capital letters dying towork with you.
It also allows you to presentyour prices in a way that
doesn't attract price shoppers.
So if you want more people tovisit your service page to
actually buy from you, this is acan't miss step.
Okay, I don't know if I'm justlike the biggest nerd here, but
(26:03):
that just gives me chills.
I love that.
Heidi Thompson (26:06):
That's the power of copy.
Mike Zabrin (26:08):
Yes, that's the power of copy.
Yes, I know, yeah, because Ithink the way that the sales was
taught to me is that you gottaget them on the phone first,
don't give them prizes so youget them on the phone.
They gotta get on the phonewith you, they gotta.
But I just think about my ownexperience now, just uh,
searching for vendors myself andit was frustrating.
Heidi Thompson (26:29):
It is and it's, it can just lead people to pass
you over and either because theydon't want to deal with it and
they have a million other peoplethey've contacted, or because
they don't feel like they canafford you if you don't have
your price listed.
It's like that, if you have toask, you can't afford thing,
where it just makes peoplereally uncomfortable.
(26:50):
So I'm pro transparent pricing,but do it in a way that shows
the value of what you'recreating.
I think it's really importantto set expectations, because so
much, even if it's and it's justclient management, client
communication, everything it'sand it's just client management,
(27:10):
client communication,everything it's just about
setting expectations.
And if someone knows, okay,this photographer I really want
to work with for my wedding it'sgoing to be $10,000 and all the
other ones are $5,000.
Well, I can maybe make somedifferent decisions about
different things, see if I canmake this work, and then I'm
(27:31):
going to go to them, whereas ifthey would have just come to you
and they didn't know, theywould probably feel blindsided
and well, there's no way I cando that because they weren't in
the driver's seat.
Mike Zabrin (27:44):
Essentially, I know you have a live challenge
coming up the week of May 20th.
Yes, can you tell us a littlebit about that?
Heidi Thompson (27:54):
Yeah, I'm really excited about that.
Mike Zabrin (27:55):
I'll definitely put the links in the show notes
here as well, but please tell usabout it.
Heidi Thompson (27:58):
Yeah, it's called the Stand Out and Get
Booked Challenge, and it's achallenge that I have developed
to really answer the question ofwhy should a couple book you
instead of any of yourcompetitors?
Because if you can answer thatand you can make it really clear
how you stand out, this cutsdown on price shopping.
(28:20):
It cuts down on ghosting, itcuts down on losing clients to
competitors, it cuts down tohaving to chase people to get
responses.
It cuts down on frustration andresentment that naturally comes
with that.
There's so many things that theroot is you're not standing out
.
So if you can stand out and oneof the things we do in this is
(28:43):
make sure that within fiveseconds of landing on your
website, your potential clientshould know exactly what you do,
who you're best for and whyyou're different and if you can
do that, which you absolutelycan I'm going to show you how,
in this free challenge, it soclearly positions you as the
(29:07):
go-to person for your clients,which then removes you from that
category of bands into a morespecific category bands that
solve my very specific problemor deal with the thing that I
really care about, and peoplewill pay more for that.
We all have things in our lifethat we've paid more for,
(29:30):
because it was like, yeah, Icould get it there, but I really
want it from this companybecause of some way that they're
different or how they do things.
So we're spending five days,we're going through five
different steps and by the endof it, you will clearly stand
out as the go-to person forwhoever your ideal client is.
(29:53):
Everyone has someone differentthat they really want to work
with.
Mike Zabrin (29:57):
So five days and it's totally free too.
You said right, it is yeah.
Where do people go to sign upfor this?
Heidi Thompson (30:04):
You can go to Evolve.
Mike Zabrin (30:05):
Your Wedding Business.
I'll be the first one.
Yeah, I'm pumped.
Where do I go, Heidi?
Where do I go?
Heidi Thompson (30:12):
You can go to evolveyourweddingbusinesscom
slash challenge.
That'll take you to theregistration page and, like you
said, we kick off on the 20th.
Every day you're going to havea short live training where
we're going to do somethingreally specific.
You're able to get input onthat, you're able to ask
(30:34):
questions, you're able to getany help or feedback you need
during that week so that by theend of that week you have this
clear differentiator foryourself.
Mike Zabrin (30:47):
That is so awesome.
Well, I love your podcast, andso I cannot wait to definitely
listen to Heidi's podcast,because I think it's just like
free advice on how to just makeyour wedding business amazing.
And also you have a privatepodcast.
Right that when you sign up formembership with you.
Heidi Thompson (31:06):
Yeah, I actually have two private podcasts.
So I have one that is a like atraining, basically like a short
free training, and one is wetake everything we do in the
wedding business collective andput it in podcast format for the
members so that if you couldn'tmake the Q&A call that we do,
(31:29):
you can still get through it ina way that is digestible.
You don't have to sit in frontof your computer and watch a
video.
Mike Zabrin (31:37):
One story that really made me mad on your
podcast was that I spent allthis time making these beautiful
reels and everything like thaton TikTok and Instagram, all
this stuff and you had somebodyon there.
I don't know if it was likewhat did she say?
She's talking a lot aboutTikTok and she was like the most
popular TikTok I have is.
I made a caption that was justlike raging Friday night and
(31:58):
then I was just me foldingnapkins for a wedding the next
day, or just like 15, 20 secondsjust behind the scenes.
People love that.
But so, anyway, I just learnedso much from you and I just
can't thank you enough forcoming on here, and please check
the link to the show notes andwe'll have all Heidi's info up
there.
Thank you so much, heidi, Ireally appreciate it.
Heidi Thompson (32:17):
Thank you so much for having me.
This is fun.
Mike Zabrin (32:20):
Okay, that's it for this week, but make sure you
tune in next week for the motherhustler herself, terica Skaggs.
She's a wedding business coach,international speaker, wedding
pro, educator.
You're not going to want tomiss this.
Remember.
You are extraordinary.
Speaker 2 (32:34):
We'll see you next time, maybe because your
lifetime's enough For every darksky to be bright enough.
You are a once in a lifetimelove and I don't want my life to
(32:54):
be like it was Maybe becauseyour lifetime's enough For every
dark sky to be bright enough.
And you are a once in alifetime love and I don't want
my life to be like it was Maybebecause your lifetime's enough
For every dark sky to be like itwas Maybe because your
lifetime's enough for every darksky to be bright enough.
You are a once-in-a-lifetimelove and I don't want my life to
(33:16):
be like it was Maybe becauseyour lifetime's enough for every
dark sky to be bright enough.
Yeah, Once in a lifetimelifetime.
If you're a wedding pro, then you know Heidi
Thompson is the best-sellingauthor of Clone your Best Client
Marketing Strategist andWedding Business Coach.
She's also the host of theEvolve your Wedding Business
podcast.
And this is how to stand out ina crowded market.
Speaker 2 (00:17):
Hey, are you a wedding pro?
Mike Zabrin (00:41):
I am hanging out with the wedding industry's most
forefront leaders each week fora month.
So if you want to learn moreabout my upcoming guests for the
Business of Weddings MastermindSeries, go to
wwwfunktasticchatscom.
So today we're here with HeidiThompson.
(01:04):
So today we're here with HeidiThompson.
She's the bestselling author ofClone your Best Clients and the
founder of Evolve your WeddingBusiness, where she specializes
in businesses and marketingstrategy for wedding
professionals.
She helps wedding professionalsgrow their businesses and reach
their goals without going crazyin the process.
Her business and marketingexpertise has been featured on
several wedding and businessoutlets, including the
(01:26):
Huffington Post, social Media,examiner, wedding Business
Magazine, honeybook,weddingwireworld, and she's an
advisory board for the UKAcademy of Wedding and Event
Planning.
Hey, heidi, thanks for comingon the podcast today.
Heidi Thompson (01:40):
Thank you so much for having me.
I'm excited to be here.
Mike Zabrin (01:43):
Of course.
I heard so much about youthrough so many different
channels.
I heard you on Alan Berg'spodcast.
I saw you had Mark Chapman onyour podcast, who is like the if
you don't know him, he's likethe OG of wedding business
advertising.
I call it with the I Do SocietyInstagram, so I knew I had to
have you on and over the yearsI've just been so fascinated
(02:05):
with the business side ofweddings and just curious, maybe
to start off, how did you gofrom being a wedding pro
yourself to developing amarketing strategy for other
wedding pros?
Heidi Thompson (02:17):
Yeah.
So it's like this long andwinding journey that only really
makes sense in the rear viewright, and I got started in
event planning in nonprofit.
I found my way into weddingplanning, really enjoyed that.
It was around that time that Imyself got married.
I moved to the UK.
I started to like pay reallyclose attention to what was
(02:39):
happening in the market there,Because meanwhile in the
background, all of this like mynine to five was in marketing.
So it always interested me andalways fascinated me and I saw a
gap in the market and I knew Ididn't want to plan weddings
anymore.
I love the logistical aspect, Ilove the design aspect.
(03:01):
I do not like the people aspect.
I'm too chill.
I'm like guys, this is not abig deal, Like you can't have
that kind of energy with withbeing a wedding planner or
people just start to drive youcrazy.
But I noticed this gap in themarket in the UK and this was
around 2011.
(03:21):
And this was around the timewhere rock and roll bride,
offbeat bride were reallyblowing up.
It was that millennial shiftinto very personalized weddings,
very focused on the couple andtheir interests and what they
wanted, and the market was notresponding to that.
(03:41):
So I saw the opportunity tocreate a wedding show, a wedding
fair, to bring couples andthese incredibly talented
vendors together, and then Ifound myself spending a bunch of
time coaching them on, helpingthem make the most of it and get
a better return on investment.
And that's where it like dawnedon me that not everybody is
(04:04):
just interested in marketing andalso has a wedding business.
So it's like this convergenceof worlds.
Mike Zabrin (04:11):
I love digging into evolve your wedding business
because, for example, when I wasin music school, there was
coursework and masterclasses andlessons and with the end goal
to me make a living off being amusician.
But after music school, comingin the wedding industry, I
really think that you are theonly business I've seen out
there that truly gives you allthe resources and teachings to
(04:34):
be a CEO, your own boss, in thewedding industry.
You have the best of the bestcollaborating with you on these
courses and I was wondering ifyou could talk more about what
Evolve your Wedding Business istoday.
Heidi Thompson (04:47):
Yeah, and thank you for your kind words.
I appreciate that.
So I started Evolve yourWedding Business off the back of
this realization that I neededto bring these worlds together,
and in the beginning it wasone-on-one coaching, it was
courses.
The way it has evolved today isthe way I work with people is
(05:09):
primarily through my membership,the Wedding Business Collective
, where I've brought all of thecoaching and courses and
resources together, because Ifound that people who were doing
one-on-one coaching needed theeducation.
People who were doing theeducation needed the coaching.
So it was like, okay, we needto just bring this together into
one place.
(05:31):
And then I started, like a monthinto the pandemic, I had my
first online summit which I'vehad I think about 10 of them now
focusing on helping weddingprofessionals book more weddings
.
And then the other one isfocusing on helping wedding
professionals in the CEO role.
So what does that mean for youin terms of how you manage your
(05:55):
work and how you manage your ownbrain and do we build a team
and what happens to the actualbusiness side of things?
Because I am not here to teachanyone like you to be a better
musician.
I don't know how to do that,but my focus is on helping
(06:16):
people book more of the weddingsthat they want with the people
that they want, and also build abusiness that gives them
freedom and flexibility.
That's a really important pieceto me, because if you're
working 80-hour weeks all thetime, that's not what I consider
to be a successful business, nomatter how much money you're
(06:38):
making, because you have no lifeand that's not fun.
Mike Zabrin (06:42):
I did not realize that until I got engaged and my
fiance was like you literallyhave to turn it off If I wasn't
here.
You would just go from sunup tosundown every single day and
through my relationship with herI finally got some work-life
balance if I wanted to have well, any future with her.
So I totally can relate to that, and I read that your clients
(07:06):
in particular.
The average time they get backper week is something like five
to eight hours per week, andthat adds up like crazy.
Yeah, so that's reallymeaningful, being able to get
that time back.
The question for me is that it'sone thing to get your time back
, but also what do you do withit to want to work on your
(07:27):
business instead of in yourbusiness?
Because we hired additionalpeople this year so that I could
free up more of my time, andthen I found myself just
nitpicking Instagram andnitpicking TikTok, and then I
found myself playing video gamesfor two days.
I have no idea what to do withmy life here and I was just
feeling lost, even though I gotwhat I wanted.
I got my time back, and so doyou help entrepreneurs not only
(07:51):
get their time back, but alsorealize what their goal is and
how to achieve that goal as well.
Heidi Thompson (07:57):
Yeah, and that goal is really important to me
because my goal I don't havekids.
My goal in my business is goingto be different to someone who
has three young kids and theywant to be able to shut down by
two 30 and spend the rest of theday with their kids.
Everybody's different and youcan build a business to support
any life that you want, but youhave to be intentional about it.
(08:21):
You have to know what you'reworking toward, know what you're
building to, because the rightor wrong thing for anybody in
any business is really going todepend on what you want.
I think a lot of what you said.
Like, when we get into workingon the business, I think a lot
of people get stuck on what theyare supposed to do.
(08:42):
They don't really know what itis that they're supposed to do.
So the way I structure things isso we first put together your
marketing plan.
Basically, everything I teachpeople has this delineation
between CEO mode and worker mode.
If you can make as manydecisions as possible in CEO
(09:06):
mode, that makes your workinfinitely easier.
So when we create a marketingplan, we're making all the
decisions.
Not just I'm going to market onInstagram, it's.
I'm going to market onInstagram because I found out,
that's where my people are,that's where I'm getting the
best leads and because of that,this is what I'm doing.
I'm doing these kinds of poststhis many times a week.
(09:27):
This day of the month, I'mgoing to set aside and do these
like you're making all of thedecisions, so that you just get
to show up and do the work.
And I think, whether you'reworking on marketing or any
other piece of the business, ifyou can separate decision-making
and strategy from actuallydoing things, it gets so much
(09:51):
easier.
Mike Zabrin (09:52):
Was it kind of a natural process for you
expanding, Evolve your Weddingbusiness?
Because when I was about tosubmit a contact form, it was
like join this community of6,000 wedding pros.
I was like, wow, that is acrazy community.
It just sounds amazing.
And was it a pretty naturalthing where just one person just
kept telling another personabout it?
(10:13):
What was the journey like foryou building this?
Heidi Thompson (10:16):
It was weird in the beginning because I was one
of the first people in theindustry doing it, so there
wasn't as much of an educationindustry within the wedding
industry at that point, and thetech wasn't great either.
So, like looking back at thetools they had available then
(10:38):
versus now, it's okay.
Wow, that's a huge difference.
So the first several years werevery much organic yeah, working
with different people, gettingin front of different audiences,
and since it was really when wedid the first summit in 2020,
(11:04):
the size of the community that Ihave exploded exponentially
because that event, that firstevent we had it was about 3000
wedding pros attended and it wasworldwide, because it's an
online summit and then, like,speakers from all over the world
are pulling in people from allover the world.
(11:25):
So that really took things up anotch from, like kind of the
steady growth of the generalaudience that I have to what
happened after that.
It was a big shift.
Mike Zabrin (11:38):
Okay, speaking of shift, and you said shift in
2020.
And this is one of thequestions I wanted to ask you
here is that last year wasreally the first season where
you could do a wedding and therewere no COVID restrictions.
And all these brides who justhoarded money since 2020, ready
for this big reception, this bigparty, what kind of shift have
(12:00):
you noticed so far that you'veheard from other wedding pros or
just seen yourself?
This year, in 2024, compared tolast year, have you noticed the
industry shift?
Heidi Thompson (12:10):
Yeah.
So it's interesting because Ihaven't been able to find like a
clear pattern of like maybe acertain vendor type experiencing
something or a certain regionexperiencing something.
It's like bits and pieces inevery region experiencing
different things.
So I've heard from a lot ofpeople that their leads are
(12:33):
slower or they're getting leadsand there's a longer lead time,
not making decisions as quickly.
I've heard from some peoplethat they feel like people are
more they're conscious of theamount of money that they're
spending.
And it's interesting becauseover the past few months, I've
(12:56):
been hearing this from peopleand you know I had mentioned to
you like it's weird becausethese are all I think.
We think these are likeindividual things, but they're
all symptoms and the thing thatI'm seeing that they're all
symptoms of is people notstanding out.
And we are in a transition inthe industry where it used to be
(13:21):
if you got a referral, theywere going to book you, and now
we're seeing people gettingreferrals and not booking those
referrals because these peopleare doing more research they're
looking at okay, let's see,let's check out your website,
let's check out your socialmedia, see more about what
you're all about, and if I thinkthat's a good fit or not.
(13:42):
It's not like this automaticthing that I feel like it used
to be.
So we're finding people be Idon't want to say more selective
.
I think they're looking for apoint of differentiation to make
their decisions easier, butthey're not finding it.
And actually, before we jumpedon, I was recording a podcast
(14:05):
episode for my own podcast andit was with a social media
expert, but she is engaged andshe mentioned I can't tell the
difference between a lot ofthese people.
I have all these tabs open andI really don't know the
difference.
So then it boils down to okay,who gets back to me first or
who's the cheapest, and that'snot necessarily where we want to
(14:29):
be focusing.
Mike Zabrin (14:31):
Yeah, I think it was your podcast.
I was listening to where youwere like, if you can copy and
paste all of your content onsomebody else's website and it
just looks fine, that means thatyou're you are not standing out
.
And actually when I went toyour website anytime I see those
colors I'm instantly going tothink Heidi Thompson for the
rest of my life.
How do you go about standingout in a market where it's
(14:54):
already so crowded already?
Heidi Thompson (14:56):
So I take it back to what I call the
foundation of your business andthat's who do you want to be the
go-to person for?
Who's your ideal client?
Who are we talking to?
Who do you want to book?
Because every decision you makeabout the content you create,
the things you talk about, theway you differentiate yourself
(15:20):
comes back to that.
Because what has to happen foranyone to buy anything is to see
okay, this company is to seeokay, this company understands
my problem and they have asolution for my problem.
And this is how that works.
(15:45):
The crazy thing in the industryright now is you can use a
somewhat rudimentary way ofcommunicating that, like we're
not insurance companies.
That's hard as hell todifferentiate.
It is relatively easy to saywe're the go-to band for couples
who want X, y, z, if you canfill that in, if you can
(16:06):
understand what that is for them.
And, by the way, most of thetime we base that on assumptions
and it's almost always wrong,myself included.
I come up with oh, I'm going todo this thing in my business
because people want this thing.
No, that's not.
(16:27):
I don't understand the problembecause I'm not in those shoes.
Like, I've been in businessthis length of time.
I can't put myself back in aposition of someone who's just
getting started or, you know, isgoing through something
different.
So what I take people through inmy membership is actually
(16:50):
identifying the people thatyou've worked with that you wish
you could clone and work withover and over again, and talking
to them and asking them whythey made the decisions they
made.
And almost always you're goingto find out you're at least a
little bit wrong, because what Ifind is every vendor has their
thing.
(17:10):
Like planners think that theyget hired because they take
stress off of their couples, andbands get hired because they
think the couple wants to have akiller reception.
And while that can be true,it's not the whole story.
(17:31):
So there was one band I workedwith and the thing that they
found out when they startedreally talking to their people
about why did you know youdecide to work with us instead
of someone else it had to dowith not just having a killer
reception but being able to getmom and dad on the dance floor,
(17:52):
being able to get grandma on thedance floor, having that
breadth of catalog that theycould pull from.
That it wouldn't just focus onone group or another and there's
probably a lot of bands thathave that, but this was the only
band that was saying we are foryou if you want.
(18:12):
You and your friends want to beon the dance floor.
You want mom and dad on thedance floor, you want grandma on
the dance floor.
You don't want to alienateanybody with your music choices.
And then someone sees that andthey're like that's exactly what
I wanted and it becomes like anapples to oranges kind of
comparison.
It's like I could hire theseother bands, but this band has
(18:35):
exactly what I want.
It's exactly that solution tothe problem that I have.
Mike Zabrin (18:41):
Vendors in the past who I've had on here to chat
with me.
The common word is alwaysluxury when defining their ideal
client, and I wonder if youcould talk about that, because
luxury seems very vague to meand also maybe scaring your
(19:02):
right couples away.
Heidi Thompson (19:03):
Oh, it absolutely could be, if they
don't see themselves that way,if they don't identify with that
language, which is why it'simportant to understand, like,
how do they talk about what theywant?
I don't know what it is in theindustry this heavy focus on
luxury because, okay, bydefinition, a wedding is a
(19:24):
luxury, but I don't think mostpeople getting married would
describe it that way.
People getting married woulddescribe it that way, and if
we're talking like true luxuryweddings, like million dollar
budget plus, that's such a smallpercent of the actual industry.
(19:47):
And I think what most peoplewant isn't that they don't want
to work with those couplesbecause, quite honestly, I've
known people that work withthose couples and they're a lot
because of how much they'repaying.
But it's weird.
I feel like everyone justcopycats each other in the
(20:08):
terminology and the only personyou should be copying is your
client and the way they talkabout it.
And if they don't say I waslooking for a luxury experience,
okay, first of all, no humanbeing talks like that, so you
shouldn't be talking like that.
You should be using their words.
And I think it's funny Like weall have this access to absolute
(20:32):
marketing gold in the heads ofour favorite people, but we
don't really think to tap intoit and find out okay, why did
you buy what was important toyou and that can really make a
big shift and a big distinction?
Mike Zabrin (20:48):
And a lot of our reviews, because each time we do
a wedding, we ask a couple toleave us a testimonial on the
knot and what any wire andGoogle and all that stuff.
Very little of it is actuallyabout the music.
It's all about how great it wasto work with us, how the
process of working with us, thethings because that is something
that they they couldn't watchfirsthand on youtube like of us
(21:13):
compared to us performing, andso I think that's so interesting
and a lot of I assume a lot ofgreat content could be created
by looking at reviews as well oh, absolutely, and like a great
way to do that.
Heidi Thompson (21:24):
A very quick and easy way to do that is take all
your reviews, go into chat gpt,explain to it who you are, what
your business is, and then I'mgoing to give you some reviews
from customers and I want you totell me what they said, the
most important things were, andit'll pull it out.
Mike Zabrin (21:46):
As far as pricing on your website, depending on
what industry you're in, somevendors post them, like when we
were looking for our wedding.
When we were looking forphotographers, every
photographer had pricing listedright, but some other vendors
don't at all.
Across the board, it's veryhard to find until you submit a
contact form and they ask you toget on a phone call.
(22:07):
What is your opinion in generalabout putting pricing on your
website and through thoselisting sites, and is that a way
to stand out in the market,depending on what the
competition is doing, or are youshooting yourself in the foot
because the people who reachedout to you wouldn't know how
(22:28):
much a wedding band costs andmaybe they just see a big number
and leave?
Heidi Thompson (22:32):
Yeah, it's funny because we think that.
But then the opposite happensas well.
You see no number and you'relike well, I don't want to put
myself in a situation where Ihave to tell someone to their
face that I don't have the moneyto hire them.
That's uncomfortable and a lotof people would just rather not
enter into that conversation atall.
(22:53):
And we've definitely seenthrough millennials being the
main group, getting married intonow Gen Z the opinion about
transparent pricing is becomingmore and more important.
Just because it's okay, let'sall be above board about this.
But I think there is there's aright and wrong way to do it.
(23:14):
There's a way that shoots youin the foot where you're just
slapping a number on there, andthen there's a way where you are
building context for the price.
So you have a service page thatis actually doing a lot of
selling for you.
That's using the copy on thepage to build the value, to show
exactly what you're going toget from this and how incredible
(23:36):
the experience is going to be,so that by the time you get to
the price, it feels either inline with what you were
expecting or it feels like adeal.
And that is just the power oflike how you structure your
service page and what youinclude.
It's like numbers withoutcontext are useless.
(23:58):
So it's $20,000, a lot of money, like For a wedding band yeah,
maybe For a brand new Ferrari,no.
So you have to build.
The context of this is why thiscosts this much and this is why
(24:20):
it is worth the value in thecopy and that's something.
I review one member's websitein my membership every month and
that's something I probablytalk about almost every month,
like 11 months out of the year,because we have a training with
a brilliant copywriter, ashlynCarter, in there, where she
(24:40):
talks about like the pieces of asales page.
A service page actually sellsfor you and it's a.
It is an easy way to stand out.
It's going to be work to put ittogether, but it's going to
stand out because I very rarelysee it being utilized in the
industry.
Mike Zabrin (25:00):
If you want to check out what Heidi's Evolve
your Wedding Business looks like.
There's actually a Vimeo videowhere she walks you to the
platform and all these coolfeatures and all the courses and
all this stuff.
And the one that caught my eyewas create a service package
that sells for you, and I sawthe text there and is it okay if
I read the description reallyquick, I think?
(25:22):
it's like a really greatdescription.
So now that you know exactlywhat you're selling, you're
going to use the power ofcopywriting to create a service
page that does most of theselling for you.
Most wedding pros don't do this, and it's a way to give you a
huge leg up on your competition.
I invited Ashlyn Carter to walkyou through the parts of a
service page that sells for you.
By the time someone gets this,this is my favorite, but by the
(25:42):
time someone gets to the end ofthis kind of service page, they
are capital letters dying towork with you.
It also allows you to presentyour prices in a way that
doesn't attract price shoppers.
So if you want more people tovisit your service page to
actually buy from you, this is acan't miss step.
Okay, I don't know if I'm justlike the biggest nerd here, but
(26:03):
that just gives me chills.
I love that.
Heidi Thompson (26:06):
That's the power of copy.
Mike Zabrin (26:08):
Yes, that's the power of copy.
Yes, I know, yeah, because Ithink the way that the sales was
taught to me is that you gottaget them on the phone first,
don't give them prizes so youget them on the phone.
They gotta get on the phonewith you, they gotta.
But I just think about my ownexperience now, just uh,
searching for vendors myself andit was frustrating.
Heidi Thompson (26:29):
It is and it's, it can just lead people to pass
you over and either because theydon't want to deal with it and
they have a million other peoplethey've contacted, or because
they don't feel like they canafford you if you don't have
your price listed.
It's like that, if you have toask, you can't afford thing,
where it just makes peoplereally uncomfortable.
(26:50):
So I'm pro transparent pricing,but do it in a way that shows
the value of what you'recreating.
I think it's really importantto set expectations, because so
much, even if it's and it's justclient management, client
communication, everything it'sand it's just client management,
(27:10):
client communication,everything it's just about
setting expectations.
And if someone knows, okay,this photographer I really want
to work with for my wedding it'sgoing to be $10,000 and all the
other ones are $5,000.
Well, I can maybe make somedifferent decisions about
different things, see if I canmake this work, and then I'm
(27:31):
going to go to them, whereas ifthey would have just come to you
and they didn't know, theywould probably feel blindsided
and well, there's no way I cando that because they weren't in
the driver's seat.
Mike Zabrin (27:44):
Essentially, I know you have a live challenge
coming up the week of May 20th.
Yes, can you tell us a littlebit about that?
Heidi Thompson (27:54):
Yeah, I'm really excited about that.
Mike Zabrin (27:55):
I'll definitely put the links in the show notes
here as well, but please tell usabout it.
Heidi Thompson (27:58):
Yeah, it's called the Stand Out and Get
Booked Challenge, and it's achallenge that I have developed
to really answer the question ofwhy should a couple book you
instead of any of yourcompetitors?
Because if you can answer thatand you can make it really clear
how you stand out, this cutsdown on price shopping.
(28:20):
It cuts down on ghosting, itcuts down on losing clients to
competitors, it cuts down tohaving to chase people to get
responses.
It cuts down on frustration andresentment that naturally comes
with that.
There's so many things that theroot is you're not standing out
.
So if you can stand out and oneof the things we do in this is
(28:43):
make sure that within fiveseconds of landing on your
website, your potential clientshould know exactly what you do,
who you're best for and whyyou're different and if you can
do that, which you absolutelycan I'm going to show you how,
in this free challenge, it soclearly positions you as the
(29:07):
go-to person for your clients,which then removes you from that
category of bands into a morespecific category bands that
solve my very specific problemor deal with the thing that I
really care about, and peoplewill pay more for that.
We all have things in our lifethat we've paid more for,
(29:30):
because it was like, yeah, Icould get it there, but I really
want it from this companybecause of some way that they're
different or how they do things.
So we're spending five days,we're going through five
different steps and by the endof it, you will clearly stand
out as the go-to person forwhoever your ideal client is.
(29:53):
Everyone has someone differentthat they really want to work
with.
Mike Zabrin (29:57):
So five days and it's totally free too.
You said right, it is yeah.
Where do people go to sign upfor this?
Heidi Thompson (30:04):
You can go to Evolve.
Mike Zabrin (30:05):
Your Wedding Business.
I'll be the first one.
Yeah, I'm pumped.
Where do I go, Heidi?
Where do I go?
Heidi Thompson (30:12):
You can go to evolveyourweddingbusinesscom
slash challenge.
That'll take you to theregistration page and, like you
said, we kick off on the 20th.
Every day you're going to havea short live training where
we're going to do somethingreally specific.
You're able to get input onthat, you're able to ask
(30:34):
questions, you're able to getany help or feedback you need
during that week so that by theend of that week you have this
clear differentiator foryourself.
Mike Zabrin (30:47):
That is so awesome.
Well, I love your podcast, andso I cannot wait to definitely
listen to Heidi's podcast,because I think it's just like
free advice on how to just makeyour wedding business amazing.
And also you have a privatepodcast.
Right that when you sign up formembership with you.
Heidi Thompson (31:06):
Yeah, I actually have two private podcasts.
So I have one that is a like atraining, basically like a short
free training, and one is wetake everything we do in the
wedding business collective andput it in podcast format for the
members so that if you couldn'tmake the Q&A call that we do,
(31:29):
you can still get through it ina way that is digestible.
You don't have to sit in frontof your computer and watch a
video.
Mike Zabrin (31:37):
One story that really made me mad on your
podcast was that I spent allthis time making these beautiful
reels and everything like thaton TikTok and Instagram, all
this stuff and you had somebodyon there.
I don't know if it was likewhat did she say?
She's talking a lot aboutTikTok and she was like the most
popular TikTok I have is.
I made a caption that was justlike raging Friday night and
(31:58):
then I was just me foldingnapkins for a wedding the next
day, or just like 15, 20 secondsjust behind the scenes.
People love that.
But so, anyway, I just learnedso much from you and I just
can't thank you enough forcoming on here, and please check
the link to the show notes andwe'll have all Heidi's info up
there.
Thank you so much, heidi, Ireally appreciate it.
Heidi Thompson (32:17):
Thank you so much for having me.
This is fun.
Mike Zabrin (32:20):
Okay, that's it for this week, but make sure you
tune in next week for the motherhustler herself, terica Skaggs.
She's a wedding business coach,international speaker, wedding
pro, educator.
You're not going to want tomiss this.
Remember.
You are extraordinary.
Speaker 2 (32:34):
We'll see you next time, maybe because your
lifetime's enough For every darksky to be bright enough.
You are a once in a lifetimelove and I don't want my life to
(32:54):
be like it was Maybe becauseyour lifetime's enough For every
dark sky to be bright enough.
And you are a once in alifetime love and I don't want
my life to be like it was Maybebecause your lifetime's enough
For every dark sky to be like itwas Maybe because your
lifetime's enough for every darksky to be bright enough.
You are a once-in-a-lifetimelove and I don't want my life to
(33:16):
be like it was Maybe becauseyour lifetime's enough for every
dark sky to be bright enough.
Yeah, Once in a lifetimelifetime.
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