Latest / Wedding Pros who are ready to grow - with Becca Pountney / Create an overwhelm squashing marketing plan - with Heidi Thompson

Transcript

Create an overwhelm squashing marketing plan - with Heidi Thompson · Wedding Pros who are ready to grow - with Becca Pountney

• 0:00
  Heidi: Why did they decide to work with you?
• 0:02
  What did they see in you that they didn't see in other people in the space?
• 0:07
  Because they had their options available to them.
• 0:10
  They chose to work with you.
• 0:12
  So digging more into that actually makes this whole thing a lot easier
• 0:17
  because they will tell you how to find.
• 0:21
  More people just like them.
• 0:25
  Becca: I'm Becca Pountney, wedding business marketing
• 0:27
  expert, speaker, and blogger.
• 0:28
  And you are listening to the wedding pros who are ready to grow podcast.
• 0:32
  I'm here to share with you actionable tips, strategies, and real life
• 0:36
  examples to help you take your wedding business to the next level.
• 0:39
  If you are an ambitious wedding business owner that wants to take your passion
• 0:43
  and use it to build a profitable, sustainable business, doing what you
• 0:46
  love, then you're in the right place.
• 0:48
  Let's get going with today's.
• 0:52
  Today, I'm joined from the other side of the world by Heidi Thompson,
• 0:55
  a self-proclaimed marketing nerd podcaster, and the founder of the book.
• 0:59
  More wedding summit.
• 1:00
  Heidi is on a mission to help you build a business that gives you the
• 1:03
  freedom to do what you love, both inside and outside of your business.
• 1:07
  And I'm thrilled to have her on the podcast today.
• 1:09
  Heidi.
• 1:10
  Welcome.
• 1:11
  It's great to have you here.
• 1:12
  Why don't you just start by telling people who are listening
• 1:14
  a little bit more about yourself.
• 1:17
  Heidi: Thank you so much for having me.
• 1:19
  I'm so excited to be here.
• 1:21
  So as Becca said, I'm Heidi.
• 1:24
  Um, let's see.
• 1:24
  I'm originally from Detroit, Michigan.
• 1:27
  Then I lived in Cambridge, not super crazy far from you for about six years.
• 1:32
  And now I'm based in San Diego where I am absolutely loving it.
• 1:38
  I can't lie.
• 1:39
  Like we moved here for the weather.
• 1:41
  We stay here for the weather and.
• 1:43
  It's pretty
• 1:44
  Becca: amazing.
• 1:45
  Awesome.
• 1:45
  Well, you definitely didn't come to Cambridge in the UK for the weather.
• 1:49
  So what brought you to the UK?
• 1:50
  Like why were you here?
• 1:52
  Heidi: My husband is from Cambridgeshire.
• 1:55
  Becca: Oh, awesome.
• 1:56
  So you are married to a Brit?
• 1:59
  Heidi: I am.
• 2:00
  And we moved to his anybody little village, smallest place I've ever lived.
• 2:05
  And, uh, it was, I liked it.
• 2:07
  I liked living there, but it got to a point that we were both like.
• 2:11
  I wanna live in a city and I want it to not be cloudy.
• 2:13
  Becca: So yeah, I get that.
• 2:15
  We're ready to go.
• 2:16
  I would much prefer to live in the sunshine.
• 2:19
  Well, next time you're in Cambridge.
• 2:20
  Let me know and we'll have to go for a drink.
• 2:22
  So why marketing then you talked at the beginning or when I introduced
• 2:26
  you about being a marketing nerd.
• 2:28
  So what got you into marketing?
• 2:30
  Why marketing in the first place?
• 2:32
  What's your background?
• 2:34
  Heidi: Yeah, I fell into marketing.
• 2:36
  I didn't study marketing in college.
• 2:38
  I studied political science in college.
• 2:40
  I was gonna work like on the hill in DC.
• 2:43
  That was the plan or go to law school, but I absolutely fell out of
• 2:49
  love with that plan and, um, I was working with, uh, some nonprofit.
• 2:56
  In my college town and working on their fundraising events and
• 3:01
  unbeknownst to me, the way that you have to get people to come to these
• 3:07
  events and care and donate money.
• 3:11
  That's marketing.
• 3:13
  So I got a really interesting crash course in marketing that way, and
• 3:20
  then found my way into the wedding industry, working as an assistant
• 3:25
  wedding planner, doing planning myself, and then deciding I love this industry.
• 3:33
  Don't love having to deal with the people all the time.
• 3:37
  if I like do this without the people ideal world.
• 3:39
  Right.
• 3:40
  But, um, yeah.
• 3:42
  And then like when I moved to the UK, I noticed because I, I had
• 3:46
  always kind of still kept, uh, an eye on the wedding industry.
• 3:50
  This was.
• 3:52
  Let's see, I moved in 2009 and this was around 20 11, 20 12.
• 3:58
  Like the height of like the rock and roll bride offbeat bride shift in the industry.
• 4:05
  But no one in the UK market was.
• 4:09
  Doing anything about it?
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  So everything was still like big white, fluffy ethereal.
• 4:15
  So I put together a wedding fair to bring together, you know, these awesome, you
• 4:21
  know, wedding professionals that are like still some of the most creative
• 4:25
  people I've ever dealt with in my life and the people who wanted to book them.
• 4:31
  And I totally took for granted.
• 4:32
  That I had just been in this marketing world.
• 4:36
  Like I had been, I worked at Cambridge university in marketing.
• 4:39
  I worked for a fecal transplant clinic as their marketing manager.
• 4:44
  Like I'd just been immersed in this and I enjoy marketing cause it's so.
• 4:48
  Tied to psychology, but I found myself having to spend a lot of time
• 4:54
  coaching these vendors to make sure they got a good return on investment.
• 4:59
  And that's when it made me realize, yeah, I not everybody's super into this.
• 5:04
  And you could help people in the wedding industry.
• 5:08
  Make a lot more money build, you know, more successful businesses
• 5:12
  if they knew how to do this better.
• 5:15
  Becca: So interesting.
• 5:16
  So a kind of a roundabout way where you find yourself in the
• 5:19
  wedding industry, but here you are.
• 5:21
  I'd love to know, actually, before we move on to a few
• 5:23
  more tips and pieces of advice.
• 5:26
  You talked about coming to the UK and seeing a gap in the market.
• 5:29
  Obviously now you're back in the us.
• 5:30
  I believe that the UK wedding market is quite far behind the us wedding
• 5:34
  market in terms of what we do and the ideas that we put out there.
• 5:37
  So what are you seeing that's big out in the us right now that you might, that
• 5:42
  we might see coming over to the UK soon.
• 5:45
  That's a really
• 5:46
  Heidi: good question.
• 5:47
  I'm still seeing a.
• 5:49
  Very strong commitment to small, but not necessarily cheap.
• 5:55
  So it could be, you know, we have the same budget, but we have 25 guests.
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  So we go all.
• 6:01
  You know, we have a five course meal for everybody.
• 6:04
  It's like super Luxe, but it's small.
• 6:07
  I think COVID gave people a really good excuse to lean into not
• 6:14
  inviting everyone they've ever met.
• 6:16
  To their wedding.
• 6:17
  And I still see people like still going hard into that.
• 6:23
  Becca: Yeah, that's so true.
• 6:24
  We definitely saw smaller weddings off of the back of COVID, but I feel
• 6:27
  like we are kind of, everyone's just flipped back to the big wedding again.
• 6:29
  So there's definitely a market there to go for the super Luxe, small wedding.
• 6:33
  You heard it here first.
• 6:35
  Let's get ahead of the rest of the UK and catch up with the American market.
• 6:38
  Everyone.
• 6:39
  Okay.
• 6:39
  So one of the things you love talking about Heidi is all about marketing
• 6:43
  and how to create marketing plans in a way that doesn't create overwhelm.
• 6:47
  because we know that all wedding pros are super busy and super overwhelmed.
• 6:51
  So let's first of all, talk about the mistakes you see
• 6:55
  people making in their marketing.
• 6:58
  What mistakes are you seeing commonly with wedding business owners?
• 7:01
  What have you seen previously?
• 7:02
  And is there a pattern.
• 7:04
  Heidi: Ooh, this is such a juicy question.
• 7:08
  so, um, I think the biggest mistake I see people make is diving head first
• 7:13
  into doing stuff before ever really thinking about it, having a strategy,
• 7:21
  having a plan, knowing who you're talking to, knowing what they care about.
• 7:26
  That's definitely the biggest mistake.
• 7:29
  I see people make, and that's probably not even exclusive to the wedding industry
• 7:34
  because we all, you know, wanna dive in and get moving and bring in clients.
• 7:38
  So it makes sense that that's what people would do.
• 7:42
  Um, another thing I see people do is copying what other people are doing,
• 7:48
  but not realizing that marketing that works well is kind of like an iceberg
• 7:54
  and what you can see above the water.
• 7:57
  Is like such a small component to what's actually going on so you can copy what
• 8:04
  somebody's doing and not get the same results because you don't have that
• 8:08
  like 80% of the iceberg that's under the
• 8:12
  Becca: water.
• 8:12
  That is so.
• 8:14
  True.
• 8:14
  And you are right.
• 8:15
  People do do it by accident.
• 8:16
  They don't mean to do it.
• 8:17
  They're not trying to do it maliciously, but they see something they like,
• 8:20
  and then they just do another version of it or a poorer version of it.
• 8:23
  And actually it's so much better when they just find their own
• 8:27
  unique voice and do it themselves.
• 8:29
  So you talk about the needing more of a marketing plan.
• 8:32
  We know, I see it all the time.
• 8:33
  I'm sure you do that.
• 8:34
  Often.
• 8:35
  People kind of just have this hit and miss approach where.
• 8:38
  Try a little bit of everything, nothing works.
• 8:40
  Then they give up.
• 8:41
  Then they say they hate marketing, then they try something else.
• 8:43
  Uh, so you talk a little bit more about having a plan.
• 8:46
  So what is a marketing plan?
• 8:48
  What does your idea of marketing plan look like?
• 8:51
  And why do you think that wedding professionals need one?
• 8:54
  Heidi: So the way I teach creating a marketing plan, it's five parts.
• 8:58
  First, you have your goal.
• 8:59
  What are you even trying to accomplish here in being specific about it?
• 9:03
  Because we can say, I wanna book more weddings, but.
• 9:06
  We all know that there's like a specific number that you really want to go for.
• 9:11
  So we have to have something measurable.
• 9:14
  The second part is your research, and this is that bottom of the iceberg.
• 9:20
  This is.
• 9:22
  getting to know your ideal client, deciding who you wanna be, the
• 9:25
  go-to person for actually talking to them and finding out, like, why
• 9:30
  did they decide to work with you?
• 9:32
  What did they see in you that they didn't see in other people in the space because
• 9:37
  they had their options available to them.
• 9:40
  They chose to work with you.
• 9:42
  So digging more into that actually.
• 9:46
  Makes this whole thing a lot easier because they will tell you how to
• 9:50
  find more people just like them.
• 9:53
  Then we have part three, which is your messaging.
• 9:56
  So based on what you just found out, what do you need to be talking about?
• 10:01
  In your marketing, what actually matters to them?
• 10:04
  What are they concerned about?
• 10:05
  What do you need to address then?
• 10:08
  It's not even until part four, the how that we get to.
• 10:11
  Okay.
• 10:12
  Where am I marketing?
• 10:13
  What am I doing in each of these places?
• 10:15
  Because unless that's fed by who am I talking to?
• 10:20
  What do they care about?
• 10:21
  What's really important to them.
• 10:23
  How can I stand out as the go-to person for them?
• 10:26
  It doesn't matter how good you are at any of the marketing tactics.
• 10:30
  It doesn't work, because it all comes down to the psychology that it's rooted in.
• 10:36
  And then part five is your data.
• 10:39
  You know, we look at measuring, so we always wanna be making marketing easier.
• 10:45
  It should get perpetually easier.
• 10:47
  The longer you're in business.
• 10:49
  And if it's not it's because you're not letting your data make decisions for you.
• 10:54
  So your data should be telling you what to do more of what to do, less of
• 10:58
  what to change, what to quit entirely.
• 11:02
  So it really is a framework that makes all of these marketing decisions so
• 11:08
  much simpler because you're not just, you know, choosing things at random.
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  Becca: I'm sure you see this as well, where people skip most of those steps
• 11:20
  because they just either don't have time or they don't have the inclination and
• 11:23
  they just wanna get to the good part.
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  And so instead of planning ahead, they take a phone call.
• 11:27
  Someone says, do you wanna advertise in my magazine?
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  They get excited.
• 11:30
  They say yes.
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  And then it doesn't work.
• 11:33
  How do you encourage, how do you motivate people to do those initial steps?
• 11:38
  And what difference will it make for them?
• 11:41
  Heidi: So the way I teach it is very step by step in my membership.
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  So it's like, you don't have an excuse of not knowing what to do next.
• 11:49
  This is all super step by step.
• 11:50
  So that's a big component of it.
• 11:53
  But another is that I tell people this is work you're gonna
• 11:56
  have to do from scratch once.
• 11:59
  One time, unless you completely change your business, unless you completely
• 12:04
  change your ideal client, your market, but you're never gonna have
• 12:08
  to start from this zero point again.
• 12:11
  And usually for people in the membership, they get it done within
• 12:16
  30 days, along with all the other work that they have going on.
• 12:20
  So it's not the biggest thing in the world.
• 12:25
  Yes.
• 12:25
  It takes some time.
• 12:26
  Yes, it takes some work, but it.
• 12:28
  Everything after it so much easier and it ensures.
• 12:33
  It actually works, which is what we want our marketing
• 12:36
  Becca: to do.
• 12:37
  So do the work people because it will pay off and it's better to do the
• 12:41
  work and then make the right decisions rather than making random decisions
• 12:45
  and then realizing it doesn't work.
• 12:46
  And then still having to do the work at the end.
• 12:49
  Now, the other thing exactly that I see people doing.
• 12:51
  All of the time, is there like, right, I'm gonna post on Instagram, I'm gonna
• 12:54
  post on Facebook and then something new gets released or someone else is
• 12:58
  using a different platform and they get that kind of shiny object syndrome.
• 13:02
  They get really excited about something else.
• 13:04
  How do we avoid doing that?
• 13:06
  How do we stay focused on what we're doing?
• 13:09
  Heidi: so the process that I go through in how is you commit to no
• 13:16
  more than three marketing channels and you commit to that for the next 90
• 13:20
  days, it's long enough to see results.
• 13:22
  It's short enough to allow you to make changes so you can
• 13:27
  have three marketing channels.
• 13:29
  And I'll talk more about that in a sec.
• 13:31
  And you can have one experiment.
• 13:32
  You're only allowed one experiment per 90 day period, and it has to be an.
• 13:37
  Experiment like in biology class in eighth grade, you have to have a hypothesis.
• 13:42
  You have to test it.
• 13:43
  You have to look at the results or.
• 13:46
  It wasn't worth it.
• 13:47
  So when I say marketing channels, I mean any way in which you are putting
• 13:53
  effort into getting more clients, so your marketing channels could be
• 13:59
  referrals, it could be networking.
• 14:01
  It could be SEO.
• 14:02
  It could be Instagram, it could be wedding fairs.
• 14:05
  It could be.
• 14:05
  Pinterest.
• 14:07
  There's lots of different ways you can do it, but by committing to
• 14:11
  just three tops, you don't have to have three but three tops.
• 14:16
  It allows you to then go further into, okay, what am I doing in each of these?
• 14:22
  What does that mean?
• 14:23
  I need to be doing three weeks from now.
• 14:26
  What does that mean?
• 14:26
  I need to be doing a month from now in order to make sure I have all of this.
• 14:32
  And I'm for lack of a better word, like whole assing it, instead of
• 14:35
  half-assing it and not getting, you know, any of the results because.
• 14:41
  You know, you're not going full out with your plan.
• 14:44
  So we really break the plan down into the nitty gritty.
• 14:47
  What are you doing in each of these, but you're limited to no
• 14:50
  more than three in a 90 day period.
• 14:53
  So when things come up, you decide.
• 14:56
  Where you're gonna have your parking lot.
• 14:58
  Is it gonna be a Google doc?
• 15:00
  Is it gonna be a note on your phone?
• 15:02
  Just things you wanna try later.
• 15:04
  And then when you come into your 90 day planning, which we have sessions
• 15:08
  for my membership, we look at, okay, what do I wanna do in the next 90 days?
• 15:14
  Do I wanna pick up one of these things from the parking lot?
• 15:16
  Do I wanna let go of one of these things that I've been doing so
• 15:19
  that you are making that decision from a place of intention and not.
• 15:27
  Randomly doing things.
• 15:29
  Becca: Yes.
• 15:29
  There is so much randomness in the wedding industry.
• 15:32
  Heidi, you are so right.
• 15:33
  People are very random and it's good to get some order going on.
• 15:37
  So I'm really pleased to hear that's what you are doing.
• 15:39
  Now.
• 15:39
  You talked as well about one of your steps being.
• 15:42
  Data, I'm sure we could probably do a whole half an hour training
• 15:45
  session just on the data alone, but just top line, if people are looking
• 15:48
  at what's working for them, what kind of data are you looking at?
• 15:51
  Are you looking at social media, statistics, enquiries,
• 15:55
  sales, or all of the above?
• 15:57
  Heidi: So all of the above, really what we're trying to look for is which of these
• 16:01
  things that you're doing are working.
• 16:04
  and which of them aren't.
• 16:06
  So when we look at things that are working, where are you getting
• 16:10
  most of your inquiries from?
• 16:12
  Where are you getting the best quality inquiries from?
• 16:15
  Becayse that can be different from, you know, the amount.
• 16:19
  Maybe you're getting a ton from Instagram, but your best quality comes from.
• 16:24
  Referrals or something like that.
• 16:25
  So that tells you, okay.
• 16:27
  If I want more quality, then I can shift my focus to taking specific
• 16:33
  actions toward getting more referrals.
• 16:36
  So it orients you as opposed to just feeling like you have to do all the
• 16:41
  things all the time, because I feel like what we all tend to do naturally.
• 16:46
  You know, tend to the things that aren't doing as well.
• 16:50
  You know, the plants that are dying, like we're trying to give them as
• 16:53
  much love and care as we can, but in marketing, I mean, a lot of
• 16:58
  times you just gotta cut them loose.
• 16:59
  You just have to put more of your attention into things
• 17:05
  that are already working.
• 17:06
  Because if it's already working for you, it's probably going to be pretty easy to.
• 17:13
  10%, 20% more out of something that's already working by
• 17:19
  being more intentional about
• 17:21
  Becca: it.
• 17:21
  Yeah.
• 17:22
  So being focused and looking at that data and you're right.
• 17:25
  Sometimes it's knowing when to let stuff go and that's hard, is it because our
• 17:28
  businesses become our babies and we feel like, no, we don't wanna let go of this.
• 17:32
  We put so much time into it, but sometimes you're better off to let it go.
• 17:36
  Now, Heidi, one of the other reasons that I got you on the podcast this
• 17:40
  week specifically is because you have something really exciting.
• 17:43
  Coming up next week.
• 17:44
  So if you're listening to this in real time, next week, um, Heidi has her summit
• 17:49
  coming up, which I'm actually gonna be speaking at as part of that summit this
• 17:53
  year, which I'm really excited about.
• 17:54
  So do you wanna just tell us a little bit more about the summit,
• 17:58
  where it came from, why you do it and what's gonna be happening.
• 18:02
  Yeah.
• 18:03
  Heidi: So the Book more wedding summit started unintentionally
• 18:07
  at the beginning of the pandemic.
• 18:08
  I had intended to do it.
• 18:10
  I didn't intend to do it at the beginning of a pandemic,
• 18:13
  but that's kinda what happened.
• 18:15
  So it's a completely online conference.
• 18:19
  We have more than 20 amazing people like Becca speaking on different topics, all of
• 18:26
  which are related to how you can attract and book more of your ideal client.
• 18:32
  So that is the entire focus of the event.
• 18:36
  It is jam packed with so many awesome people talking on
• 18:39
  so many incredible topics.
• 18:41
  We've got some fun live sessions lined up and.
• 18:45
  It's really just a, like, I, I was expecting it to be fun, but
• 18:49
  it's so much more fun than I was expecting the first time around.
• 18:53
  And it's why I continue to do it.
• 18:54
  You know, it, it's just really, really exciting to come together
• 19:00
  with people in the wedding industry, from literally all over the world,
• 19:05
  like six continents represented in this event and just people sharing,
• 19:11
  you know what they're trying, what they're doing, what's working for them.
• 19:15
  And learning and taking action.
• 19:18
  That's my favorite part is seeing people actually like, hang on, I'm
• 19:21
  gonna go do this thing I just learned.
• 19:23
  And then two days later being like, oh my God, it's working.
• 19:26
  This is amazing.
• 19:28
  Becca: yes.
• 19:28
  I love that.
• 19:29
  And I love that the pandemic did that.
• 19:31
  Didn't it, it kind of shrunk the world.
• 19:32
  I've definitely worked with more people from around
• 19:35
  different corners of the globe.
• 19:36
  Post pandemic than I did pre pandemic because the world, all of a sudden
• 19:40
  feels so much smaller online, and I've seen the lineup of speakers.
• 19:43
  You've got an incredible lineup.
• 19:45
  So I'm gonna be there speaking all about how to book more at a wedding
• 19:49
  expo, or if you're in the wedding, uh, industry in the UK, a wedding
• 19:52
  fair as we like to call them.
• 19:54
  Uh, I know you've got the fabulous Kelly.
• 19:55
  Mortimer, who's a great friend of mine.
• 19:57
  She's gonna be speaking as well.
• 19:59
  Who else have you got in the lineup?
• 20:00
  This.
• 20:02
  . Ooh.
• 20:02
  Heidi: Okay.
• 20:02
  Let's see.
• 20:03
  Here.
• 20:04
  We have, uh, Amber Anderson talking about the power of
• 20:07
  working with a wedding planner.
• 20:10
  So if you're not a planner, this is like how to work better with a wedding planner.
• 20:17
  Uh, one I'm really excited about is Anya from Maru is talking about how gen
• 20:23
  Z is shaping the future wedding world.
• 20:25
  I feel like our industry.
• 20:28
  Loves talking about millennials, but, uh, I'm, I'm 35 and I'm a millennial.
• 20:34
  And like I'm not our target demo anymore.
• 20:37
  So we need to be talking about gen Z, which I'm really excited about.
• 20:42
  Uh, we have.
• 20:45
  Laura Cannon from Australia, talking about how to use Instagram
• 20:49
  stories to make more sales.
• 20:52
  We have Julie Rothnovak from party slate talking about SEO.
• 20:57
  Like we are covering.
• 20:59
  So many different corners of marketing and sales in this
• 21:03
  Becca: event.
• 21:04
  So exciting, so many great speakers, so many great topics
• 21:07
  from all corners of the world.
• 21:09
  So if people are listening and they wanna get involved, they can
• 21:12
  get involved upfront for free.
• 21:13
  Is that right?
• 21:14
  How's it all gonna work?
• 21:15
  . Heidi: Yeah, absolutely.
• 21:16
  So you can register for free.
• 21:18
  It's a totally free event.
• 21:20
  Uh, the way it works is with a free ticket.
• 21:22
  Every day, presentations are released.
• 21:25
  You have 24 hours to watch them until the next day when the next
• 21:29
  batch of presentations gets released.
• 21:31
  And then you also have the option to purchase one of
• 21:34
  our upgrades, which either.
• 21:36
  The recordings, the workbooks, the transcripts, or all of that, plus
• 21:42
  a ton of incredible bonuses from our speakers, as well as live V I
• 21:49
  P networking sessions, co-working session and, uh, Q and A with myself.
• 21:54
  So you get the choice between those if you do want to choose an upgrade and they are.
• 22:02
  Super super low priced.
• 22:04
  Becca: They are incredibly low price.
• 22:05
  I've put together.
• 22:06
  Um, my bundles, my speaker package for the bundle and, uh, that's
• 22:11
  worth 249 pounds on its own.
• 22:13
  So you need to go and check that out.
• 22:15
  Now I'm gonna put all the links for the summit in the show notes,
• 22:18
  but basically you can get the sessions for free for 24 hours.
• 22:22
  But if you want the replays and all those bundles and things like that, there's
• 22:24
  a low cost price on there as well.
• 22:26
  I'm glad you're giving people 24 hours rather than just expecting people to
• 22:30
  watch live because here in the UK, our time difference means that a lot of the
• 22:34
  things are happening in the nighttime.
• 22:35
  So book those days out, if you wanna be part of the summit, Just have a
• 22:39
  look at the dates that's coming out.
• 22:40
  The 22nd of August is when it starts book those days out in the diary
• 22:44
  so that you can catch up on those replays and catch the sessions
• 22:46
  that you want to catch as well.
• 22:48
  And will everyone get a timetable of what's happening when.
• 22:52
  Yeah,
• 22:52
  Heidi: you can go to bookmoreweddingssummit.com/schedule.
• 22:56
  We've got everything broken down there for you.
• 22:59
  And every day, you'll see which presentations are being released,
• 23:03
  which live sessions we've got going on.
• 23:06
  And of course, when you register, you'll get an email each day
• 23:08
  letting you know what's happening.
• 23:10
  So you
• 23:10
  Becca: don't miss anything.
• 23:11
  It's going to be so good.
• 23:12
  So if you guys wanna learn, if you wanna hear from those incredible
• 23:16
  speakers from all around the world, then check out the link in my show
• 23:19
  notes and you can get into that summit.
• 23:21
  And of course go and watch my session and let me know what you think as well.
• 23:25
  Now we've talked a little bit about overwhelm Heidi, and I think sometimes
• 23:28
  when it comes to something like a summit and there's so many great training
• 23:31
  sessions, people can feel overwhelmed.
• 23:34
  By it.
• 23:34
  So do you have any kind of pro tips about how people should approach the summit?
• 23:38
  How they should come to it?
• 23:40
  Because I think sometimes off the back of a summit is when you get that shiny
• 23:43
  object syndrome, because they hear so many great talks and they get so
• 23:46
  inspired by the things they've heard that they go and try everything at once.
• 23:50
  So how do you think people should approach the summit?
• 23:54
  Heidi: I encourage people to think about what they need currently,
• 23:58
  like what's going on for you.
• 24:00
  Do you need a way to better reach your ideal clients or do you need better
• 24:05
  ways to sell to your ideal clients?
• 24:08
  Are you already thinking about, you know, starting a YouTube channel,
• 24:12
  I would lean into the things that you already know that you need and
• 24:17
  really focus on that and allow.
• 24:20
  These sessions to be a way of addressing that.
• 24:24
  And then, you know, what a lot of people tell me if they pick up the upgrades
• 24:28
  is that they treat them like a library.
• 24:31
  And when they get to a point where it's like, okay, I'm finally gonna
• 24:35
  get around to working on my SEO.
• 24:39
  I can go back to that training.
• 24:40
  I can go back to this bonus and dig into that because you have lifetime
• 24:44
  access available, but if you're just gonna stick with the free ticket, I
• 24:48
  would say, prioritize, what are you going to be able to take action on?
• 24:54
  What are you?
• 24:55
  It's.
• 24:55
  There's this philosophy called just in time learning.
• 24:58
  So what do you need to learn right now based on what's going on in your
• 25:02
  world, what's going on in your business that you can implement, not something
• 25:05
  you think you wanna do, like three years down the road, but like what
• 25:10
  you can actually take action on today.
• 25:13
  I would say focus on those things.
• 25:16
  Becca: Yeah, really helpful advice.
• 25:17
  And I also would encourage everyone to leave space for a random pick.
• 25:22
  And the reason I'm gonna say that is because I've been to so many
• 25:24
  conferences where I look through the schedule and I see sessions and
• 25:28
  I think that's gonna be terrible.
• 25:29
  I'm not interested in that.
• 25:31
  That's not one I'm gonna be interested in and every single time it's the best one.
• 25:35
  I'm like, yeah, this was so good.
• 25:36
  I'm so glad I came to that.
• 25:37
  Do you have that experience?
• 25:38
  I always find.
• 25:40
  Heidi: That I'm really glad you brought that up.
• 25:43
  Because I really have had that experience too, where it's like, I don't need this.
• 25:48
  And then you're like, oh, I didn't realize how much I needed this this is
• 25:51
  Becca: really huge.
• 25:52
  It's so true.
• 25:53
  And the best thing for you as the host of the summit, I guess is you get to
• 25:57
  watch most, if not all of the sessions, like when I host my own training, always
• 26:01
  think that's the best bit about it.
• 26:02
  I get all the training myself because I'm there for all of it.
• 26:05
  So you are gonna have a great week next week as well.
• 26:08
  Aren't you Heidi?
• 26:10
  Heidi: Oh, absolutely.
• 26:11
  I've been, you know, we've been working on transcripts and going through things
• 26:14
  and it's like, Ooh, this stuff's juicy.
• 26:16
  I need to
• 26:17
  Becca: come back to this.
• 26:18
  Well, it's gonna be an awesome week.
• 26:20
  So do go to the show notes, find that link, sign up, get that free training
• 26:24
  and take a look at the bundle of.
• 26:26
  stuff as well, because there is some incredible things in there now,
• 26:29
  Heidi, before I let you go, because I know you're super busy with all
• 26:32
  the promo for your summit this week.
• 26:34
  We always end the podcast with the same question, whoever the guest is,
• 26:37
  which is, is there something you wish you'd known sooner in your business?
• 26:42
  I feel
• 26:43
  Heidi: like it's something I have to continue to learn for
• 26:45
  myself and it's to let things be.
• 26:50
  It's really easy to just the way we're trained, the way we work to
• 26:57
  look for like the hardest way possible to do things for whatever reason.
• 27:02
  And.
• 27:03
  I swear like nine times out of 10, there's a much, much easier way of doing things.
• 27:10
  So I lean into the lazy, I look for ways of making things easier,
• 27:17
  but like definitely when I first.
• 27:19
  Started my business.
• 27:20
  It was like, this doesn't feel right.
• 27:21
  This doesn't feel like I'm working hard enough.
• 27:23
  This doesn't feel like I'm like, I don't know suffering enough or whatever
• 27:28
  we're supposed to do in our own minds.
• 27:31
  And just learning to let things be easy, just allows for so much more simplicity
• 27:39
  because we don't need to design our businesses to be these difficult things
• 27:44
  that we have to fight with every.
• 27:46
  Becca: Yes.
• 27:47
  I'm so glad you said that because I often think of myself as a bit of a
• 27:51
  lazy entrepreneur, because I'm always trying to find the simplest easiest,
• 27:55
  lowest hard work way of doing everything.
• 27:58
  And that is okay.
• 27:59
  So thanks Heidi for reminding me that it's oh, okay.
• 28:02
  Heidi.
• 28:03
  I can't wait to see what you've got coming up for the summit next week.
• 28:06
  I know there's gonna be some incredible sessions.
• 28:08
  I'm definitely gonna be tuning into some myself.
• 28:10
  If people wanna find out more about you, about your membership, about the summit.
• 28:13
  All things, Heidi and your podcast, where should people go to find you?
• 28:18
  Best place to
• 28:19
  Heidi: go is my website, evolve your wedding, business.com and I'm Evolve
• 28:24
  your Wedding business on Instagram.
• 28:26
  And my DMS are always open to talk about this stuff,
• 28:29
  because I'm a huge nerd for it.
• 28:30
  So don't be shy.
• 28:32
  Shoot me a DM.
• 28:33
  Becca: Fabulous.
• 28:33
  I'll make sure all of the links to all of Heidi's things are in the show notes.
• 28:37
  So you can find her podcast, find the summit and find her Instagram
• 28:40
  and drop her a DM as well.
• 28:42
  Heidi, I hope you're coming back to the UK soon.
• 28:44
  I would love to hang out if you are, if you've got any.
• 28:48
  Heidi: I might be back in
• 28:49
  Becca: April.
• 28:50
  Ooh, exciting.
• 28:51
  Well, yeah, keep me, keep me posted because I'm only 30 minutes from Cambridge
• 28:55
  and I'd love to hang out and talk all things, wedding and marketing with you.
• 29:00
  Absolutely will take care and I'll see you soon.
• 29:04
  I love chatting to Heidi.
• 29:05
  It's an incredible how the internet and COVID really has brought people
• 29:09
  together from all across the world.
• 29:10
  Heidi's done such an amazing job curating next week's summit.
• 29:13
  She's got some incredible speakers.
• 29:15
  So do go to the show notes and check out the links in there.
• 29:18
  And I'll be back to talk more things weddings with you all next week.