Ashlee Bunney is a Perth-based wedding celebrant whose no-filter persona – and left-leaning beliefs around the wedding industry – got her banned from a wedding group online. Here, she explains what the controversy taught her, and how she leveraged it to gain both clients and confidence.
Earlier this year, I got banned from a wedding Facebook group after I posted to #DisruptTheDefault around gendered language, heteronormative structures, and internalised misogyny in the wedding industry. In my signature, provocative style of course.
I had only been in business as a wedding celebrant for 10 months and had established an outrageous, no-holds-barred brand. I’ve been described (by PerthNow, no less) as a “rough-around-the-edges-free spirit with no filter and no apologies” – and this online community didn’t like it.
Being banned in an industry space simply for being myself was confronting. But when I shared it on my platform, the overwhelming support from my peers and community helped me stand in my conviction.
So, instead of shrinking, I shouted louder. I pitched my thoughts to PerthNow, who picked up the story. Then, I was invited onto several podcasts to discuss it.
I took advantage and leveraged a “negative” event, responded to it in an on-brand way, gained media coverage and attracted couples who saw me shaking the tree. Being banned only elevated my business, brand, and confidence.
Here’s what I learned.
Don’t be afraid to express your opinions
Take a stand, post your hot takes, be polarising, ruffle some feathers. This is what will cut through the noise, and separates the wheat from the chaff.
Just the tips:
- Start with what grinds your gears. Maybe it’s poorly designed websites, unqualified influencers, or clients who pay the least, seem to want the most.
- Don’t go off, unless it’s on (brand). Always filter your spicy content through your brand blueprint. Make sure it’s on brand before you let the dogs out.
- Clap back with class. If someone gets their knickers in a twist, use it as an opportunity for further brand-building. Respond respectfully, in your brand voice – and watch your engagement pop off harder than your pants button at Christmas.
Understand your unique selling point
Your USP. Your secret sauce. How you do, what you do. For me, your USP should underpin your brand. Your offers, your messaging, your entire business. It’s what turns clients from “Yeah, I could work with them” to “I NEED to work with them”.
Just the tips:
- What do people say? Check out your reviews, comments and messages. Are there any running themes?
- If you don’t ask, you don’t get. Ask your clients to spill why they chose you. The more specific, the better.
- Play to your strengths. What do you love doing? What do you not suck at? Embrace it. Lean into it. Then watch your dream clients reach for it.
Hammer your social proof
People buy from people, and people really buy from people who other people wax lyrical about. If you’ve got the receipts – don’t let them gather dust.
Just the tips:
- Screenshot everything. Glowing comments, DM’s, texts, emails, Google reviews, Facebook reviews, smoke signals. Whack them in a folder and voila.
- You’re not showing off. You’re showing up. Scatter your sweet nothings far and wide. Think social media stories, captions, carousels, text on a video, newsletter, website, skywriting.
- Video killed the rad- SIKE. Video will keep your business alive. Ask your clients to record a video testimonial, or go live on Instagram with them.
People want to buy into you, before they buy from you. By leaning into your USP, owning your opinions, and unapologetically flaunting your social proof, you’ll be a magnet for the right clients, and repel those not for you.
So back yourself, stand up to stand out, and know it’s ok to #DisruptTheDefault no matter how long you’ve been in the game.
