You’re Not Making Sales as a Wedding Vendor and You Think Lowering Your Prices Will Help?
Let’s talk about the big, scary elephant in the wedding business room.
You’re not making the sales you thought you would. Inquiries are slower than a British summer, and your calendar isn’t filling like it used to. You start spiralling. The voice in your head gets louder:
“Maybe my prices are too high…”
“Maybe if I shaved £500 off, people would book…”
“Everyone’s price-matching these days anyway…”
STOP. Right there.
Because that that seductive, panicked, crowd-pleasing idea of slashing your prices to make yourself more “affordable”?
It’s not a strategy.
It’s the coward’s way out.
And I say that with love. (The kind of love that throws you a gin and tonic and tells you to stop settling for less.)
Because here’s what actually happens:
The same people who weren’t booking you at £5k… still don’t book you at £4k.
The ones who do still ask for discounts, hesitate for weeks, or ghost you halfway through planning.
Because price was never the problem.
It’s Not the Price — It’s the Perceived Value
Let’s say that again:
It’s not the price.
It’s how people perceive the value of what they’re paying for.
If someone doesn’t believe you’re worth £5k, it’s not because £5k is “too expensive.”
It’s because, in their mind, you don’t seem worth £5k.
So when you lower it to £4k, what happens?
They don’t think: “Wow, what a bargain!”
They think: “Oh… so they weren’t really worth £5k after all.”
Ouch, I know. But we need to talk about it.
Because this is where so many talented, passionate wedding pros fall into a never-ending spiral:
Price drop → still no sales → price drop again → resentful clients → burnout → “maybe I should just get a 9-5…”
But the real problem isn’t your pricing.
It’s the way you’ve positioned your brand.
People Are Paying Those Prices — Just Not to You
Before you start convincing yourself that “people just don’t want to spend that kind of money right now”, take a breath.
Because every day, in the wedding market, someone is:
Booking a £10k photographer
Hiring a £7k florist
Dropping £15k on a wedding planner
So the problem isn’t the economy.
It’s not the clients.
It’s that they don’t see you as the one worth paying.
And that stings. But it also means there’s something you can do about it.
Lowering Your Prices Is Not a Strategy, It’s Avoidance
Most of the time, lowering prices is what I call “panic marketing.”
It’s what we do when we can’t be bothered to figure out the real reason we’re not booking.
Instead of auditing our message, refining our content, reworking our brand strategy, or investing in proper positioning…
We just knock a few quid off and hope for the best.
That’s not marketing.
That’s passivity with a price tag.
If you don’t know how to sell at £5k, you definitely won’t know how to sell at £4k either.
Because the problem isn’t the number. It’s your ability to justify the number.
Psychology 101: People Don’t Buy Based on Logic - They Buy Based on Emotion
Let’s get nerdy for a second.
Psychology shows us that buyers are emotional decision-makers.
They justify their choices with logic, but they make them based on feelings.
Which means they’ll book the person who made them feel:
Understood
Inspired
Confident
Special
Excited
Not the person who was £400 cheaper but felt kind of generic, slightly desperate, and a bit unsure of themselves.
People buy brands they connect with.
People buy brands that feel aspirational but attainable.
People buy experiences — not price lists.
So… What Should You Do Instead?
You fix the real problem.
You increase your perceived value.
Here’s how.
1. Build a Brand — Not Just a Business
If your website, Instagram, and copy all scream “same-same as everyone else,” then of course price is the only thing people will compare you on.
People need a reason to choose you. That means:
A clear visual identity that looks high-end
Messaging that sounds like you, not a template
Brand values which ACTUALLY mean something to you and to your dream clients.
Consistency across every platform
When people feel your brand before they even read a word, you’ve already won.
Familiarity breeds trust. A cohesive, polished brand creates a sense of safety — and people pay for things they trust.
2. Create an Emotional Connection Through Your Content
Stop writing captions like you’re filling in the blanks on a wedding planner’s worksheet.
Start telling stories.
Start sharing opinions.
Start making your dream client think, “This person GETS me.”
Examples:
“Why we chose local blooms for this wedding (and how it made the bride cry happy tears)”
“The one detail 90% of couples forget — and why it matters more than your centrepieces”
“This moment almost didn’t happen. Here’s how we saved it.”
Not just what you did, but why it mattered.
3. Look High-End, Act High-End
You can’t charge premium prices with a Canva logo, fuzzy iPhone shots, and inconsistent fonts.
(Well, you can, but good luck converting anyone.)
Invest in:
A professionally designed website that’s fast, beautiful, and easy to use
Brand photography that looks like it belongs in Vogue Weddings
Copywriting that makes people feel something
Seamless inquiry and onboarding experiences
Your brand should scream premium before they even get to your pricing page.
4. Speak to Buyers — Not Bargain Hunters
If your messaging is focused on “affordable luxury” or “budget-friendly packages” — you are fishing in the wrong pond.
That doesn’t mean you need to be snobby or inaccessible.
It means you need to talk about value, transformation, and experience, not discounts.
Examples: ❌ “3 packages to suit every budget!”
✅ “A seamless, stylish experience designed for couples who value meaning, quality, and moments that matter.”
You’re not here to convince bargain hunters.
You’re here to attract aligned, ready-to-invest buyers.
5. Raise Your Marketing Game — Not Just Your Prices
If you don’t learn how to market yourself at your current rate,
you won’t magically know how to market yourself at a lower rate either.
You’ll just keep lowering it, hoping for a different result.
What actually works?
Understanding your audience’s values
Speaking directly to their desires
Showing your process and how it creates value
Backing it up with social proof, transformation stories, and magnetic content
The Results You Want Don’t Come From Pricing Tricks
They come from:
✨ A defined brand that feels aspirational
✨ A strategy that builds connection and trust over time
✨ Messaging that moves people emotionally
✨ Confidence in what you offer and how you speak about it
Don’t Be the Discount Bin
Look, you can lower your prices. You’re allowed.
But do it because it’s part of a clear strategy not because you’re panicking and hoping it’ll be the magic fix.
Because trust me: the discount bin doesn’t breed loyalty.
The brands people fall in love with? The ones they save for, dream about, and remember?
Those brands stay strong. Clear. Confident.
Be that brand.
And if you’re ready to stop the panic pricing and build a marketing strategy that actually gets results?
Join my FREE content strategy masterclass on 2nd April.
Let’s make your pricing feel like a no-brainer to the right people.
