Wedding planners, let’s get serious for a minute. There is something that has been on my mind and my heart for a while now, and it’s time we all started talking about it.
There is no such thing as Day-Of Coordination. It’s a lie. It’s a unicorn. It does not exist.
I know a lot of planners reading this right now are thinking, “Girl, you have lost it! Of course it exists! It’s on my website!”
To that I say, No. You are selling a falsehood; and in the process, undermining your worth, talents, and profitability. That’s the truth.
I have spoken about this many times over the last few months, and every single time I ask the same questions: “How many of you call your service “Day-Of” but actually start working with your clients four weeks before their wedding?” Or, “How many of you call your services “Month-Of”, but actually start working six weeks prior to the wedding?”
Do you see what’s wrong with this language?
By calling our services something they are not, we are short-changing ourselves and our clients!
When I was calling my coordination services “Day-Of”, it was a very hard sell to convince someone to pay me $2,000 for what I was calling ONE DAY of work. Of course, then I would go into the song and dance of describing my service, and how it really starts four weeks out, and after I rambled on and on for ten minutes, maybe the potential client would say, “Oh, I understand. That makes more sense!” Or maybe they wouldn’t, and I would lose the sale.
Month-of Coordination is no better. When I was offering that service, I would begin my services at six weeks before the wedding. Is “Month-of” an accurate description of that service? No.
No, it’s not. It’s still undermining the hard work and value that we bring to our clients!
I can’t think of any other industry in the world that does this. Does the automotive industry sell you on their base model car, but then explain to you that you are actually getting a luxury one? No. Never.
Now, that’s a product based business. Let’s talk about a service based industry. Do you go get a massage, having purchased a 60-minute massage, and then they tell you, “Oh, that one is actually 75 minutes long!” Um, no. Never.
What should we be calling our coordination services?
We should be calling it Wedding Management. It’s simple, it offers no time constraints, and it is factual. What do we do for you? We manage all aspects of your wedding.
The best part of this name change is that you can create a workflow that you prefer and maybe even raise your prices too! When I switched over to Wedding Management, I decided that I didn’t like a six-week workflow. When my Management clients sign on with me, they get unlimited email access to me from day one, which provides them with additional peace of mind. And you know what? I raised my prices. A win-win for everyone!
I can already hear what the naysayers are thinking to themselves at this moment. “What about my SEO?” “Brides are looking for Day-Of!” “How will I explain it?”
If you are interested in making this language change, here is what you need to add to your website. First, change the title of your service from “Day of” or “Month of” to Wedding Management. Then, add this one line to explain it.
It keeps the DOC term in play for your SEO, engaged couples feel like they got a bit of education, and then you can proceed to sell them a more robust package that will be much more beneficial for everyone!
Do not be afraid to make bold changes in your businesses! The truth of the matter is, WE are the industry. We can change something if we don’t like it and if it’s not serving us anymore as a community. The outdated and old fashioned terminology of “Day Of” and “Month Of” needs to be retired.
Please leave a comment and let me know your thoughts!
This is a guest post by Renée Dalo. Renee is the CEO and Lead Planner of Moxie Bright Events, a boutique wedding planning firm in Los Angeles, CA. Renée is also a Leader for The Rising Tide Society’s Tuesdays Together and a strong believer in “community over competition”. She can’t say no to anything Kate Spade, a weekend getaway, or a well-made bellini. You can find Renée on Instagram at @moxiebrightevents and in person this July at the Creative at Heart Conference in Denver, CO, where she is pleased to be a panelist.