You’ve decided to launch. You know your niche, you know your services, you know who your ideal client is. Now comes the part that trips up almost everyone: actually telling people. What do you say? How do you say it? How do you make it clear without sounding desperate or salesy? I’ve got you covered.
Why the Announcement Matters So Much
Your launch announcement is the first impression many people will have of your business. It sets the tone for how you’re perceived professionally and, most importantly, it gives your network clear, actionable information so they can send clients your way.
A vague announcement (‘I’m starting something new, exciting times!’) generates likes but not clients. A specific announcement generates referrals.
The Three Elements of an Effective Announcement
- 1. What you do – the specific type of event planning you offer.
- 2. Who you serve – a clear description of your ideal client.
- 3. How to refer – exactly what you want someone to do if they know a potential client.
Announcement Template: Social Media Version
Here’s a template you can adapt for social media:
‘Big news, I’ve officially launched [Business Name], a wedding and event planning company specializing in [your niche]. If you’ve been following along, you know this has been a dream of mine for years. I help [describe ideal client] create [describe the experience or event type] without the stress, overwhelm, or guesswork.’,
‘If you know someone who is planning [type of event] and looking for a planner who truly cares about every detail, I would love a warm introduction. My contact information is in my bio, and I’m booking for [timeframe].’
Tag a friend who might know someone. And thank you in advance, I couldn’t do this without this community.
Announcement Template: Personal Outreach Version
‘Hi [Name], I wanted to share some exciting news with you personally. I’ve officially launched my event planning business, [Business Name], and I’m specializing in [niche].’,
‘My ideal client is someone who is planning a [type of event] and wants [the transformation/experience you offer]. If anyone in your circle comes to mind, I would be so grateful for an introduction. [Your contact info].’
‘I’d love to catch up either way, thanks for always being in my corner.’
A Note on Tone
Be excited, not apologetic. So many new business owners soften their announcements with language like ‘I’m just starting out’ or ‘I’m still learning, but…’ Stop. You are a professional launching a business. Own it.
Confidence in your announcement communicates confidence in your services. That’s what gets referrals.
A Final Important Piece
Another important piece that often gets overlooked is timing. When you announce your new event business can be just as important as what you say. Ideally, you want to launch your announcement when you already have your branding, services, and basic inquiry process in place. This doesn’t mean everything has to be perfect or fully polished, but you should be ready to respond quickly when people reach out. Interest fades fast online, so if someone messages you and doesn’t hear back for days, you risk losing momentum you worked hard to build.
It’s also worth thinking about where you’re announcing. Don’t limit yourself to just one platform. Your network is spread across different spaces – Instagram, Facebook, LinkedIn, email, and even text messages. Each one plays a slightly different role. Social media is great for visibility and reach, but personal messages and emails often convert at a much higher rate because they feel more direct and intentional. A strong launch strategy uses both: a public announcement for awareness, and private outreach for deeper connection.
Finally, remember that your announcement is not a one-time moment, it’s the beginning of an ongoing conversation. You don’t need to say everything perfectly in a single post. In fact, repeating your message over time helps it stick. Share behind-the-scenes content, talk about why you started your business, and highlight small wins or insights as you go. The more familiar people become with your work, the more likely they are to think of you when someone mentions an upcoming event.
Consistency builds trust, and trust builds referrals. Your launch announcement opens the door, but it’s the follow-up content and conversations that keep it open.
— Ready to take the next step? —
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Join the waitlist at https://coaching.
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WE’D LOVE FOR YOU TO SHARE THIS IN YOUR NEWSLETTER OR WEBSITE BUT PLEASE INCLUDE THE FOLLOWING COMPLETE INFORMATION: Event Producer Strategist, Entrepreneur, Speaker, and Coach, Annette Naif, CEO & Creative Director of Naif Productions
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About Naif Productions:
Naif Productions is a strategic event planning, design and production firm specializing in corporate, live coaching sales events, social, non-profit, and weddings. Based in New York City, we produce events worldwide from Fortune 500 clients and coaches to families and charities. Naif Productions specializes in helping clients attain their goals, realize return on investment, and achieve the most unique, creative experiences.
About Annette Naif:
Since 1986 Annette Naif has been designing and producing custom events, helping clients create their unique style that translates into a memorable and profitable experience. Annette spent 17 years producing events in the motion picture industry where she helped coordinate numerous productions for film and episodic television programs. Since then Annette’s been running her own event production company, coaching other event planners, teaching an event operations and production course at NYU, and now is the CEO & Creative Director of Naif Productions.
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