CWP Society

Let's start with the most damaging mistake I see even the most veteran planners make - improper package naming that undermines their professional positioning and creates inconsistency between what they promise and what they deliver. You learned in your initial certification never to use "day-of coordination," but let me explain the deeper strategic implications.

When you name a package "Day-Of Coordination" or "Month-Of Coordination," you're creating a fundamental inconsistency in your business presentation. You're telling clients you work for one day or one month, but then your contract says you begin eight weeks before the wedding. This inconsistency doesn't just confuse clients - it undermines your credibility as a professional who knows their own service structure.

More importantly, these temporal qualifiers minimize the perceived value of your services. "Day-of" sounds like you're a last-minute addition, a safety net, rather than an essential professional who's been orchestrating success behind the scenes for two months. "Month-of" is slightly better but still suggests limited involvement. When clients hear these terms, they immediately devalue the service in their minds, which directly impacts what they're willing to pay.

The correct terminology is simply "Wedding Coordination" or "Wedding Coordination Package." This professional terminology accurately represents the comprehensive nature of coordination services without creating artificial time boundaries or minimizing your role. It positions you as a coordinator throughout the necessary period, not someone who shows up at the last minute.

But naming issues go deeper than just temporal qualifiers. Never use superlatives or absolutes in your package names. Terms like "Complete," "Full," "All-Inclusive," or "Perfect" create unrealistic expectations. If you call it "Complete Wedding Planning," clients expect everything imaginable to be included. If you use "All-Inclusive Coordination," any service you don't provide becomes a broken promise in the client's mind.

Instead, use descriptive but non-absolute terms:

• "Comprehensive Wedding Planning" (comprehensive suggests thorough without promising everything)
• "Professional Wedding Coordination" (emphasizes quality over scope)
• "Premier Planning Services" (indicates level without absolute promises)

Here's a critical master-level understanding: Your packages are marketing documents that lead to legal contracts. They work together but serve different purposes. Your packages should be clear, compelling, and focused on value communication. Your contracts handle the detailed parameters, boundaries, and legal protections.

• Service categories and general descriptions
• Number of meetings included
• General timeline of involvement
• What major services are included
• Investment structure
• Value proposition

• Specific travel parameters and mileage limits
• Detailed scheduling requirements and notice periods
• Precise add-on procedures and pricing
• Communication boundaries and response times
• Specific exclusions with "including but not limited to" language
• Payment processing details and late fees
• Impossibility of performance clauses
• Intellectual property protections

Master-level planners understand that attempting to list everything that's NOT included in packages is a legal trap. If you list 20 exclusions but you didn’t mention a 21st, 22nd, or 23rd service, a client could argue that unlisted items should be included. This is why exclusion language belongs in your contract with protective phrasing.

In your packages, use general exclusion categories: "Additional services available beyond this package - see service agreement for details"

"Any services not explicitly listed as included in Exhibit A, or not listed in your package are excluded from this agreement and may be added for additional fees."

This approach gives you maximum protection while keeping packages readable and compelling. The contract becomes your legal fortress while the package remains your sales tool.

This isn't about being difficult - it's about being clear. Clients appreciate knowing exactly what they're getting, and you're protected from the inevitable "I thought that was included" conversation.