When it comes to running a successful wedding planning business, few things are as crucial as creating good client proposals. A well-designed proposal is more than just a formality. It's a powerful tool that can boost client conversion rates and set the tone for your business.

A standout proposal can be the difference between landing your dream clients and losing them to a rival planner. We recently sat down with renowned wedding business coach, Terrica, in an Instagram Live session. Packed with actionable tips and insights from the session, this article will cover...

• who Terrica is
• what a client proposal is
• rules to create winning client proposals

Meet Terrica

Romantic, classic, and fun are three words to describe Terrica's wedding planning style. A 17-year veteran of the industry, Terrica is today known as an award-winning wedding planner and designer of exquisite destination weddings in the Golden Isles region. As the Chief Wedding Planner and Designer of Cocktails & Details®, she leads a talented team of planners and event managers.

But Terrica's impact extends far beyond her local community. Today, her mission is to teach wedding pros "how to advocate for themselves."

Through her virtual wedding planning concierge service, The White Lounge, she connects destination couples with top-notch wedding professionals, ensuring seamless experiences no matter the location. Terrica also spearheads the Unity Through Community initiative with the goal of championing diversity and inclusivity within the wedding world. Her speaking engagements—ever humorous yet grounded—have earned her a nomination for NACE's Speaker of the Year Award.

What is a client proposal?

A client proposal is a formal document that wedding planners present to potential clients, outlining the details of their services, packages, pricing, and planning process. It's often a client's first tangible glimpse into a planner's skills and can be a make-or-break factor in their decision.

For wedding planners, mastering the art of proposal writing is crucial for attracting and retaining their ideal clientele, and Terrica knows exactly how to do that.

Rules for creating winning client proposals

As a wedding planner, you're likely less a writer and more a designer. Proposals are essential, but may not come naturally. Terrica teaches wedding pros to lean in to their strengths. Below, she shares her top five rules for creating wedding planning proposals that stand out.

Rule 1: Don't be boring

The number one mistake wedding planners make is creating boring client proposals. Your client proposals should always catch the client's attention at first glance. Make them visual and interactive. Don't write like a generic wedding planner. Write as you and tell your story and how you can make their vision come to life.

Rule 2: Align with your brand

Know what your brand is, and what your brand isn't. Your proposal should be an extension of your brand identity, and reflect the same values, aesthetic, and personality that drew clients to you in the first place.

Let's talk examples. If you're looking to attract luxury clients, make sure your social media and website exude the same luxurious energy. Never post weddings that you do not want to do again.

Yes, there may be times when you take on jobs because you need to. But that does not mean you have to post them!

Pro tip: If you want to attract certain weddings that you've not yet done, organize a styled shoot to build your portfolio and show what you're capable of..

Rule 3: Get visual

Visuals are key in client proposals. If you're a wedding pro, your proposal should always include a variety of photos, videos, and moodboards to help couples envision their dream day coming to life under your creative guidance.

Break down your client proposal into features and benefits. The features highlight what you do and the steps you'll take, while the benefits explore what they'll enjoy as a result of working with you.

Make sure to include great detail shots of people and venues, or photos that follow the client's preferred color palette. It's also a great idea to mix in a few behind-the-scenes shots that give clients a glimpse into your process and the dedicated team they'll be working with.

Lastly, vary the sizes of your visuals. Use larger images to emphasize crucial elements, and pick a striking, full-size image for the cover photo that immediately captures the couple's attention.

Rule 4: Set an expiry date

Always add an "expiration date" in your proposal. Pricing, availability, and priorities can all change. An expiration date gives clients a clear notice period for when they need to make a decision and prevents them from sitting on your proposal indefinitely. This is one of the many ways you can set boundaries and keep control in your wedding planning business.

Rule 5: Make yourself "un-ghostable"

One of the most frustrating experiences for you as a wedding planner is investing time and effort into a proposal only to have the client "ghost" you. To prevent this, Terrica recommends adding a required question in your proposal or contact form that gauges the client's intentions: ask them "when do you want to start working with our event team?". Responses may vary from "immediately", to "in a few months", or "just exploring." This will give you an idea of how often you should follow up and nurture the relationship without overwhelming them.

Beware! Never overwhelm nor underwhelm your clients—always give just enough. If they ask for your package rates, answer them briefly. If they want to learn more about a certain service, walk through it concisely. There's no need to go on a long speech about why they have to book you now. They will make that decision as they see fit.

Terrica's wedding client proposal checklist

To sum up, wedding industry veteran Terrica shares the following expert tips for creating winning client proposals:

• Don't be boring
• Align with your brand
• Get visual
• Set an expiry date
• Make yourself "un-ghostable"

With these rules, you can finally create a client proposal template that actually works. Better get ready—you'll be getting booked in no time!