Read an email, you will

I'm writing this month's email from a hotel room in Sydney, staring out over Darling Harbour as I gear up for my annual European summer wedding tour for 16 weddings across a bunch of awesome European wedding destinations. But this year's a bit special—Britt and the girls are coming with me. We're swapping the Huon Valley for the Amalfi Coast, Florence, and the Greek Islands, making marriages and memories together as a family.

This morning I was in the barber's chair, explaining what I do for a living, that I somehow turned love, words, and legal paperwork into a full-time job—and a life we love.

The barber asked how I got started. I gave her the short version: sixteen years ago I decided to do things differently.

Not to necessarily be loud, weird, or edgy. Not to be rebellious for the sake of it, but to speak about marriage in a way that would be heard. I felt like a lot of the population weren't listening to the marriage ceremony because we were all just basically saying the same stuff you hear in the movies.

I was reminded of this when I read an article recently where George Lucas explained how he deliberately made Yoda speak out of order so people would stop and listen.

That's all I do. I changed the way I spoke about marriage, weddings, ceremonies, couples. I just decided to do a different thing and people paid attention.

And if there's ever been a time to rethink how you communicate, show up, and serve as a celebrant—it's now. Today's your day to make a different decision and I know for sure you'll get a different action.

This month has been a big one on the Celebrant Institute, with lots of helpful content, podcasts, videos, and articles. I really hope this is helpful to you and you'd forward or share with other celebrants.

– Josh

📔 The Wedding Directory is Dead, Long Live the Wedding Directory!

Traditional wedding directories are facing their 'Yahoo moment'—outdated, clunky, and misaligned with how couples actually search for vendors in 2025. I examine the decline of online wedding directories and platforms like The Knot, which has been criticised by US politicians for offering questionable leads and poor ROI, along with Aussie directories and explore what a modern, effective directory should look like today. I've also included a list of free, SEO-friendly directories you can join to improve your visibility without wasting time or money!

🏷️ New podcast episode! Fix Pricing, Not Prices

Too many celebrants focus on tweaking their price tag rather than rethinking how they approach pricing altogether. This podcast episode with Sarah and I breaks down the difference between price and pricing strategy, and why undercharging or offering mates rates might be doing more harm than good. If you've ever felt unsure about what to charge—or how to explain it—this is worth a listen at celebrant.institute/free-podcast/fix-pricing-not-prices-a-celebrant-price-guide. Or search for Celebrant Talk Show in your favourite podcast app.

🌊 When Will the Tide Turn?

If you're wondering whether the wedding industry is still in a slump or just settling into a new normal, this piece offers a data-backed perspective. It explores how the post-COVID wedding boom has stabilised, why bookings and budgets are shifting, and what factors—like Gen Z values and economic pressures—are shaping the 2025 market. It's a useful read for anyone trying to make sense of the current landscape and plan accordingly.

👀 How to Win in the New Age of Search

The way couples find us is changing. It's no longer just about ranking on Google—AI tools like ChatGPT, voice assistants, and other answer engines are reshaping how people get recommendations and make decisions. If you're relying on old-school SEO tactics or just hoping referrals will keep rolling in, I explain what's shifting and what you can do about it. It's a short, practical guide on how to position yourself well in this new landscape, and you can read it here.

🤖 30 AI Experiments You Could Try Today

If you're curious about how AI could actually help you as a celebrant—but not sure where to start—this article offers 30 practical ideas you can try today. From writing ceremony scripts and vows to improving your client emails and admin workflows, it's a hands-on guide to using tools like ChatGPT and Claude in real, useful ways. It's not about replacing your voice—it's about making your work smoother, faster, and more creative. You can read the full list at celebrant.institute/business/30-ai-experiments-you-could-try-in-your-celebrancy-today.

📈 How We Should Be Marketing Ourselves in 2025

If you're feeling stretched thin between ceremonies, admin, and trying to keep your bookings steady, this guide offers a focused approach to marketing that aligns with how modern couples are finding and choosing celebrants. It covers where to invest your time—like SEO, social media, and referrals—and how to build systems that work for you even when you're not online. It's a practical roadmap for staying visible and valuable without burning out. Read the full article at celebrant.institute/marketing/how-celebrants-should-be-marketing-themselves-in-2025

😭 Rejection Isn't a Verdict—It's Data

Every time a couple chooses another celebrant, it can feel personal—but it doesn't have to be. This article reframes rejection as a valuable source of insight. It suggests that by seeking feedback from those who didn't book you, you can uncover patterns—whether it's about pricing, communication style, or service offerings—that help refine your approach. The piece offers practical tips on how to ask for this feedback in a respectful, non-confrontational way, turning what feels like a setback into a step forward.

🎫 Here's $100 for you to attend a conference!

I don't know who needs to hear this, but if you're a celebrant in 2025 and not going to this conference, you're missing the best opportunity to grow your celebrant business and make some lifelong mates at the same time.

Our friends at The Celebrant Society are putting on their Annual Conference in Sydney this May — two full days of learning, connecting, and remembering why you bloody love this job.

And because I love you (and your success), we've teamed up with TCS to get you $100 off your ticket.

🗓 May 29 & 30, Sydney Masonic Centre in the Sydney CBD 🍸 Welcome drinks May 28 @ Ace Hotel 🎉 Vivid Party May 29 @ Squire's Landing 🎟 Ticket sales close May 20

Here's what you'll get out of it:

• Actual strategies to get more (and better) enquiries
• AI hacks to save you hours and help you sound smarter than ChatGPT
• Marketing that doesn't feel gross
• Fresh ceremony ideas that don't suck
• Systems that help you earn more and stress less

Lunch, coffee, keynotes, panels, and party invites — all sorted. The only thing left to do is grab your ticket and get yourself there.

👉 Use the code c-institute100 for $100 off when you register for your ticket.

🆓 This email and so much of what we do at the Celebrant Institute is free. We offer a $12 a month membership to celebrants who want to support the work we do, but also to seek help and mentorship in private. Join today at members.celebrant.institute.

You are enjoying another Celebrant Institute production and you're receiving this email because you're a celebrant. If you aren't a celebrant then I don't know how you ended up here. If you've been forwarded this update and you'd like to subscribe for free, you can do that here.