The wedding industry is filled with passionate creatives who excel at their craft but often struggle with the business side of things. As business coach Tammy Johnston pointed out in our recent podcast episode, many wedding professionals consider themselves “technicians” – they’re excellent photographers, planners, or florists, but they lack the fundamental business knowledge needed to transform their passion into sustainable profit.
One of the most profound insights Tammy shared was the distinction between being “a photographer in business” versus “a photographer in business.” The emphasis matters tremendously. Too many wedding pros focus 80-90% of their time and energy on perfecting their craft, when successful business owners typically spend only 10-15% of their time on the actual service delivery. The rest goes into marketing, systems, client relationships, and financial management – the elements that actually build a sustainable business.
The conversation revealed what Tammy calls the “eight pillars” that all successful businesses share, regardless of industry. These foundational elements include mindset and habits, vision/mission/values, marketing, advisory team, financials, systems, cashflow, and profit. Missing even one of these pillars significantly increases your chances of business failure. The most common pitfall? Getting business advice from what Tammy colorfully described as “broke-ass friends and family who have never set foot in the arena” rather than surrounding yourself with knowledgeable mentors and peers who understand the entrepreneurial journey.
Perhaps the most eye-opening discussion centered around pricing and profitability. Many wedding professionals dramatically underestimate their actual costs of doing business. They calculate materials and time spent on service delivery but forget to factor in insurance, marketing expenses, consultation time, equipment maintenance, and dozens of other operational costs. This leads to the common situation where a wedding pro thinks they’re making a healthy 35% profit margin, but in reality, they’re barely breaking even or even losing money. As Tammy bluntly put it, “if you’re not making money, you are a volunteer in the wrong line.”
The discussion on marketing strategies revealed that while social media is important, it shouldn’t be your only channel. Smart wedding professionals diversify their marketing through networking, speaking engagements, community involvement, trade shows, and – perhaps most importantly – maintaining relationships with past clients. One simple yet powerful strategy Tammy recommended was sending physical cards to past clients on their anniversaries. In our digital world, the tangible touch of a personalized card stands out and keeps you top of mind when friends ask for vendor recommendations.
When considering expanding your business, Tammy advised focusing less on when to hire and more on who to hire. The critical mistake many business owners make is hiring people just like themselves rather than complementing their weaknesses. Creating an organizational chart that maps out all the functions needed in your business can help identify the gaps where you need support. Even as a solopreneur, understanding these different roles helps you allocate your time more effectively between being the CEO, marketer, service provider, and administrator of your business.
For wedding professionals ready to take immediate action, Tammy offered three straightforward steps: 1) Start looking at what you do as a business and actively build your business skills, 2) Dedicate regular time each week to working on your business, not just in it, and 3) Surround yourself with other business owners who understand your challenges and can provide support and wisdom. These simple but powerful shifts can transform a struggling wedding business into a thriving enterprise that provides both creative fulfillment and financial stability.
