Own Your Business

You've probably told yourself you're a perfectionist like it's a badge of honor. Detail-oriented. High standards. Won't put your name on anything that isn't right. But what if perfectionism isn't your superpower? What if it's the reason your website still isn't live, your inquiry response takes three hours to write, and you've been "almost ready" to ra...

Someone just pushed back on your price. Maybe they said they need to think about it. Maybe they told you they found someone cheaper. Maybe they went quiet. And just like that, your stomach dropped. That reaction is not a weakness. It's your brain doing exactly what it was designed to do. The problem is, a brain in fight-or-flight mode is a terrible negotiator. And if you don't know what&#3...

Peak season is here for many in the wedding industry. You're busy, you're booked, and you're making money. But busy and profitable aren't the same thing. And most wedding pros won't figure that out until they're burned out in October, looking back at a packed calendar and wondering why they feel so broke. Here's what nobody talks about: 80% of the things you spend your...

Your clients already said yes. They signed the contract, they're on the books, and you're doing the work. But here's what most wedding pros leave on the table: the money that was never in the contract to begin with. We're not talking about squeezing clients or tacking on fees they didn't ask for. We're talking about the stuff they genuinely need and haven't thought to a...

Your January goals called. They want to know if you're coming back. Mid-year is when most wedding pros quietly abandon the plan and go into reactive mode until the holidays. In this episode, Sam and Katy make the case for 90-day sprints over annual goals, and why right now, in the middle of busy season, is the best time to plan your next quarter. They break down how to pick the right prioritie...

Most wedding vendors think the job starts and ends on the wedding day. Your clients disagree. In this episode, Sam and Katy walk through the full client journey, from the moment a couple signs a contract to long after the wedding is over. They cover what clients actually need at each stage, why so many vendors lose the plot between booking and the big day, and how small gestures at the right momen...

Peak season has a way of grinding people down. Not dramatically, but slowly, week by week, until you hit November running on empty and wondering why you do this. In this episode, Sam and Katy talk through four categories of energy — physical, mental, emotional, and spiritual — and what it actually takes to protect each one across a full busy season. Sleep, hydration, client boundaries, scheduling...

Decision fatigue is real, and it hits wedding solopreneurs hard. In this episode, Sam and Katy talk about why running a solo wedding business is so mentally exhausting — and it's not just the hours. When you're the CEO, the creative director, the accountant, and the marketing team all at once, every role brings its own set of decisions. Add constant task-switching and you've got a comp...

Has your business stopped working but you're not sure why? The leads dried up. The inquiries don't convert. You're working harder than ever but booking less. Chris J Evans knows that feeling. He went from triple-digit wedding volume in Hawaii to a complete business standstill. Instead of blaming the market, he rebuilt with small changes that had a big impact and this episode walks thro...

You said yes again, even though you knew it was a bad idea. Now you're overextended, resentful, and wondering why you keep doing this to yourself. In this episode, Sam and Katy get real about people pleasing in a hospitality-driven industry, why setting boundaries feels so hard, and how to say no without the guilt spiral that usually follows. You'll learn: Why wedding pros are especially p...

You nailed the discovery call, the chemistry was there, they loved your work, and then crickets. Or maybe they're still texting back, but it's been three weeks and you still don't have a deposit. In this episode, Sam and Katy unpack why some couples book in 48 hours while others take two months, and how to manage your own anxiety when the sale drags on longer than you'd like. You&#...

Your portfolio is beautiful. But is it actually selling anything? In this episode, Sam and Katy break down the difference between portfolios and case studies, and why case studies are one of the most underused, high-impact tools for justifying premium pricing and closing hesitant clients. If you're tired of clients not understanding your value or you're working with NDAs and can't show...

Urgency gets people off the fence, but it also makes you feel like a sleazy car salesman. In this episode, Sam and Katy break down exactly when and how to use scarcity and urgency without triggering buyer's remorse, defensive reactions, or total deal death. If you've ever felt gross sending a "this offer expires" email or watched a sale implode after you pushed too hard, this one...

Filling your calendar with clients you love is almost as hard as finding a potential partner on a dating app. It’s hit or miss - with a lot of ghosting. Before you blame the game, though, look at how you’re playing it. I’m not going to offer dating advice on this episode, but Katy and I will share 10 mistakes we see wedding pros make on your websites and in your sales processes. Take note so you c...

Sales is a numbers game. It’s all about optimizing conversion rates at different points in the buyer’s journey. Get the couple to inquire. Then to respond to your inquiry. Then to like you on the discovery call, read your proposal, and finally send in a contract and deposit. You’ll guide a potential buyer through dozens of micro-commitments throughout the sales process. Unless you blow it. Unless...

Couples come to you with what they want. But your job – if you want to book more couples at higher prices – is to know how to trigger what they really need. They may not know it themselves, which is why you’ll be a step ahead of everyone else if you learn how to identify what core motivation is driving the couple’s decision. In this episode you’ll learn  ·      How to sell from the intersection of...

Five celebrity wedding pros who've rebuilt their businesses around luxury clients sit down for an honest conversation about what it really takes to break into and thrive in the luxury market. This isn't a masterclass or a pitch. It's real talk from KT Merry, Erika Delgado, Jason Rhee, Caitlin Fulton, and Lauryn Prattes about the myths they believed, the mistakes they made, and the spec...

Figuring out what it takes to grow your wedding business is hard when you're working in a silo. Most advice comes from people at the top of their market, but what got them there isn't always what you need right now. In this episode, Sam moderates a conversation with Sway Mastermind alumni who've gotten to where they wanted to be. They share what frameworks created the biggest shifts in...

It’s one thing to build a successful business, and another to survive it. In this episode, luxury photographer Oona Breyer shares how she shifted from “barely treading water” to building a brand that’s fully booked and sustainable. We talk about the behind-the-scenes realities of scaling in a midsize market, what changed when she got clear on her messaging, and how understanding buyer types helped...

Sway Mastermind enrollment is open. This is the first time in five years of running this program that we've dedicated an entire podcast episode to walking through what it is, who it's for, and how it works. If you've been piecing together scattered information from podcasts, conferences, and courses but you're still not seeing results, this episode breaks down the comprehensive, sy...

You've been going to conferences, rebranding, redoing your portfolio, and adjusting your prices for years, but you're still not booking the luxury clients you want. The problem isn't your effort. It's where you're putting that effort. In this episode, Sam and Katy walk through the seven specific areas that make the biggest difference in attracting and booking luxury clients. Th...

What if the version of success you’ve been chasing isn’t actually yours? In this episode, Sam and Katy unpack the disconnect so many wedding pros feel between what they thought would feel like success and what actually does. They share real client stories, surprising motivators, and practical ways to rethink your goals so you’re building a business that serves your life, not the other way around....

Some sales mistakes are obvious. These ones aren’t, but they’re costing you real bookings. In this episode, Sam and Katy break down six common sales habits that quietly undermine your authority, kill momentum, and confuse high-value clients. If your discovery calls feel flat or your inquiries ghost after that first email, this one’s required listening. You’ll learn: Why “helpful” email templates m...

Feel like you’re doing everything “right” and still not booking the clients you want? You might be buying into myths that are keeping you stuck. In this episode, Sam and Katy bust six of the most common luxury market misconceptions—from what high-end clients really look for, to whether referrals or influencer connections are actually necessary. If you’ve ever felt behind, confused, or just flat-ou...

If you’re struggling to book luxury clients and wondering where they all went, this episode will help you zoom out and see the bigger picture. Katy and Sam break down what’s really going on in the market right now—from client hesitation to increased competition—and why your calendar being only half full in January might actually be a good sign. They’ll walk through how buyer behavior has shifted,...