Booked and Busy? Not Yet? Here’s How to Attract the Right Wedding Clients

By Tracey Manailescu, WPIC Co-Founder & Wedding Industry Educator

If you’ve been feeling a little more crickets than cha-ching this wedding season, you’re not alone. Many wedding planners (seasoned pros and fresh faces alike) are noticing a slower start to bookings in 2025. With the aftershocks of inflation, tariffs, shifting priorities for couples, and a highly competitive market, it can feel disheartening when inquiries aren’t coming in as fast or frequently as you’d like. But don’t panic. Pivot.

Now is the time to get strategic, visible, and intentional. You don’t need a total rebrand or to drop your prices (please don’t do that!). What you do need is a renewed focus on showing your value, connecting with your ideal clients, and making it easy for them to envision you as an essential part of their dream day.

Here are some timely and practical ways to bring in clients this season, and build a foundation for long-term growth.

1. Show, Don’t Just Tell. Let Your Work Speak for Itself

When couples are bombarded with options, your past work is one of your strongest selling tools. But it needs to be more than just pretty pictures. Context matters.

• Tell the Story Behind the Wedding: When sharing photos on your website or social media, add captions that tell a story. “Emily and Aidan blended their Jamaican and Irish roots with a ceremony filled with personal touches, like a handfasting and a rum cake tower. I worked closely with their families to honour both cultures beautifully and respectfully.” This showcases not just the result, but your process, skill, and sensitivity.
• Use Reels and TikToks Strategically: Quick transformations, behind-the-scenes set-ups, or client testimonials layered over footage are fantastic ways to show the value you bring. A well-done 30-second video can do more than a whole paragraph of text.
• Create Before & After Moments: If you have setup photos or site walk-throughs before décor is installed, share them! Transformation is powerful, it reinforces how much planning, logistics, and creativity go into what you do.

2. Lean Into Education Because You’re the Expert

Couples don’t know what they don’t know. So, help them understand the why behind hiring a planner.

• Blog or Post About Common Pitfalls: “5 Mistakes Couples Make Without a Planner” or “Why a Venue Coordinator Isn’t the Same as a Wedding Planner.” Educational content positions you as a trusted guide and authority.
• Talk About Value, Not Just Services: Instead of listing what you do, frame it as how you help. For example, “I’ll manage timelines and vendor communication” becomes “You get to focus on being present with your loved ones while I handle the moving parts behind the scenes.”
• Go Live or Host a Q&A: Instagram Lives, Zoom sessions, or even in-person meet-and-greets at local cafes or bridal shops can be a non-intimidating way for couples to learn more about what you offer and ask questions.

3. Tap Into Referrals and Relationships

If bookings are slow, now is the time to nurture the people who already know and love your work.

• Check In With Past Clients: Send a personal email to couples you loved working with. Let them know you’re booking for 2025/2026 and would love any referrals. (Bonus points for including a photo from their wedding. They’ll likely share it again!)
• Re-Engage Vendor Partners: A quick coffee date, DM, or “thinking of you” email to a photographer or venue coordinator can keep you top of mind. Ask if they’re hearing from couples who might need support and offer to be a resource.
• Offer Strategic Collaborations: Can you team up with a stationery artist, florist, or photographer to create a styled shoot that appeals to your ideal couple this season? Use that content to refresh your feed and showcase your eye for design and execution.

4. Make It Easy to Inquire and Book

Your online presence should reflect the ease and professionalism you bring to events.

• Review Your Inquiry Process: Is your contact form too long? Does your website make it clear what the next step is? Are your packages and pricing ranges easy to understand?
• Use a CRM to Automate (but Personalize): If you’re not already using a client relationship management system, now’s the time. Automated follow-ups, personalized proposals, and clear timelines go a long way in building trust and converting inquiries.

5. Be Real, Relatable, and Present

People hire people. Don’t be afraid to show your personality, your values, and what sets you apart.

• Infuse Yourself Into Your Brand: Share what you love most about wedding planning. Talk about your favourite moments from past weddings, your planning style, and why certain details mattered.
• Highlight Your Niche: Are you amazing at multicultural weddings, intimate elopements, or logistically complex multi-day events? Say so. Specialization can help you stand out and attract the clients who need what you offer.
• Keep Showing Up: Algorithms and engagement can be fickle, but consistency is key. A few meaningful posts each week are better than radio silence or overwhelm.

A slow season doesn’t mean failure, it means opportunity. Use this time to reconnect with your purpose, refresh your messaging, and put yourself out there in ways that are authentic and aligned.

The right clients are out there. They just need to see the magic you bring to the table.

Remember: sometimes, the best seasons come after the quiet ones.