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  • Nail your messaging strategy
  • Master your client experience to become a planner’s go-to
    creative partner
  • Perform at luxury and Ultra-Luxury levels so event producers and vendors want to work with you again and again
  • Command premium rates and be booked out with ideal clients and portfolio-defining work
  • Become an in-demand brand planners and clients know by name
  • And so much more

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In this online course for photographers and filmmakers, you'll discover how to:

Keeping these 3 tips in mind will absolutely set you apart from the other cold messages planners receive on a daily basis.

Make it easy for a planner to decide to click through to your site—and watch your reply rate jump!

This is really about having a clear and relevant creative point-of-view, so when a planner checks out your past work, he or she immediately gets a feel for your style—and why you reached out to them specifically.

When you’re curating the work you display, resist the urge to show every single wedding you’ve worked on. You want to cherry-pick images or videos that, together, show one approach to weddings. This makes it easy for planners to easily envision working with you.

As you look through what to include in your portfolio, pick 2 to 3 images or video clips that are the best demonstration of your point-of-view and brand… but also relate to the aesthetic of the planner. It’s better to send along a sample that aligns with what the planner specializes in versus a big-budget event you may have worked on that has a totally different niche or aesthetic—even if it’s a high-profile event.

For example, if the planner you wish to work with has more of an understated, refined style, sending them footage from the loud, Las Vegas reality TV star wedding you just shot isn’t going to give you the results you desire.

While it may seem like a good idea to drop a link to your website or your entire portfolio… those intentionally selected 2 or 3 images or video clips will go so much further in piquing the interest of the planner and getting them to take action.

Why? Because planners are busy and are unlikely to blindly click on a link with no idea of what’s ahead of them. Plus, they don’t have the time to navigate through a website to search for images that may or may not relate to their brand.

At the end of the day, that “click on my portfolio” approach creates work for them… and as you’re the one with the ask, it’s on you to do more of the heavy lifting upfront.

When you curate an experience for the planner by choosing a few images or videos you believe showcase who you are and what you can do for them (pro tip: make them clickable!), then the planner can instantly see what you’re about, and then decide if they want to explore your portfolio further.

This is exactly the kind of white-glove approach that will convince a planner to reply favorably to you… and down the line, present you to their couples.

Messaging Tip #3: Make It Easy for Planners to Take Action.

Use your words wisely to turn a cold message into a warm reception.

Believe it or not, there are certain words and phrases luxury planners find off-putting. Using them is sure to land your message in the trash folder—or worse, stick in the memory of your ideal planner.

The most important phrases to avoid are ones that inadvertently devalue the work of the planner or feel like added work on their end. Some examples are:

>> “I just stumbled across your work!”

>> “I was Googling luxury planners, and your name popped up!”

>> “Can we hop on a quick Zoom? I’d love to pick your brain.”

A planner at the luxury level has put in years of hard work to achieve that distinction. Implying you happened to come across their work is not only disingenuous but also completely ignores everything the planner has done to achieve their status.

Additionally, most planners are so in demand they don’t have time to offer someone they don’t know and who only wants something from them.

So while these phrases may seem like an innocuous icebreaker… they’re actually a deal breaker!

A better way to start your communication would be to acknowledge the planner’s achievements in an admiring way by stating an industry publication you saw they were featured in, or simply telling them you’ve been a fan for years (and why you’re a fan). Be specific, but authentic.

And unless you have a high ticket, desirable, or on-brand client you’re handing them, don’t ask for their time for a general meet and greet.

Messaging Tip #2: Know What Phrases and Words to Avoid When Contacting a Planner.

Ensure all your platforms tell the same story and curate your online presence to position yourself as a brand.

Brands are consistent and reliable. A brand has a specific signature, including visuals, tone, and clientele. It’s designed to appeal to a specific kind of person. They sell the experience and image just as much as the actual service. The brand carries an aura of exclusivity, prestige, status, and aspiration that is critical to commanding high prices. A truly refined brand creates insiders and outsiders—and this is intentional.

On the other hand, a business is more about transactions, willing to sell what it produces to anyone and everyone who wishes to buy it. Positioning yourself as a business means you have to compete with others within a specific price range, rather than have couples demanding to book you and only you (no matter the cost).

Because planners see themselves as brands, they want those they work with to also be brands.

The fact is, the instant a planner lands on your online platforms, you are sending them a message. Make sure it’s the right one you wish to convey—before they’ve even read a word of your email, DM, or comment.

Before you reach out to any luxury planners, take a look at the following places where you may have an online presence to ensure you’re presenting yourself as a brand, not a business.

  • Your website. Do you have preset packages and pricing on your website? Is your website old and out of date? Do you prefer to show a wide range of events versus niching down to a specific kind you want to attract? If the answer is yes, you are likely presenting yourself as a business versus a brand. Shift the content on your homepage to better reflect what you are passionate about as a photographer or videographer (and the work you want to do) in order to attract more planners.

  • Your social media. Do your posts revolve around promotions, discounts, or special offers? Is your social look different from your website? Do you keep everything up on your platform, even if you’ve changed your style over the years? These are clear signals to a luxury planner that you see yourself as a business instead of a brand.

  • Your language. Branding is more than aesthetics. It’s the entire way you show up, even down to the language you use. Take a look at the text on your site, captions on social media, and emails you send. Do you speak the way your ideal couples and planners speak? Is your language and tone across channels consistent? Look for ways to standardize your communication style. For example, make brand decisions for your voice, such as ‘I will not use emojis,’ or ‘I will type in short sentences.’ These details matter.
What’s the difference between a brand and a business?
In the world of high-end weddings, planners see themselves as brands, not businesses. This is a major mindset shift for most photographers and videographers who often see themselves and what they do as a business.

Messaging Tip #1: Present Yourself Like a Brand, Not a Business.

3 Messaging Tips to “Get In” With Wedding Planners

Have you ever been left on read after DMing a wedding planner you’d love to work with? Or, maybe you sent an email directly to the planner, but never heard back?

After 30 years in the event industry, I’ve seen it all when it comes to receiving cold messages from photographers and videographers. I can confidently tell you if you didn’t hear back, it’s likely because your approach left something to be desired.

The good news is there are 3 tips you can use to shift how you reach out to wedding planners and increase your odds of getting a favorable response. If you’re ready to elevate your appeal and work more luxury events with top-tier planners, these tips will get you there.