Page to Post No. 2
marketing brief for The Wedding People by Alison Espach
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Editors always say, "show, don't tell," when it comes to good writing. It's time to apply that same principle to your marketing! In this edition of Page to Post, we're diving into Alison Espach's novel (and soon to be movie!), The Wedding People.
The Wedding People by Alison Espach is about an unexpected wedding guest, a bride clinging to the idea of her perfect wedding, and the unlikely friendships that develop out of necessity—exploring themes of hope, human connection, and finding reasons to keep going when life feels impossible.
This marketing guide was not paid work. It was made specifically for my portfolio! xx
Story-Inspired Content
A peek inside your novel, spotlighting key themes, tropes, and characters through storytelling to intrigue potential readers.
Immersion: Your campaign takes place at a New England destination wedding. Your followers should feel like one of the wedding people — tangled up in the festivities and drama, just like Phoebe, our unexpected guest and main character.
Share story-inspired content such as: save the dates, inside the bride’s hotel room, our wedding menu, the wedding week itinerary, Gary and Lila’s love story timeline, hotel amenities guide, things to do at the resort, wedding weekend survival kit, and welcome bag contents.
Key Themes
Finding reasons to stay. How unexpected human connections can pull us back from the edge
The performance of happiness. The gap between Instagram-perfect moments and the internal struggle of real life
Chosen family and unlikely friendships. Strangers becoming exactly who we need
Second chances and new beginnings. It’s never too late to choose a different path
The weight of expectations. Perfectionism, people-pleasing, and the pressure to have it all figured out
Community as lifeline. How showing up for others can save us too
Popular Tropes
Strangers to found family. Wedding guests forming deep, unexpected bonds
Sunshine meets storm cloud. The bride’s relentless optimism contrasting with Phoebe’s darkness
Destination wedding backdrop. Intimate resort setting where everyone’s thrown together
Crisis averted through connection. Someone stepping in at the crucial moment
Character who doesn’t belong. The uninvited guest who ends up being essential
Ensemble cast magic. Multiple perspectives weaving together beautifully
Healing through community. Recovery that happens in relationship, not isolation
Character Spotlights
Phoebe Stone – A woman at her breaking point who accidentally crashes a destination wedding and discovers unexpected reasons to keep living through the chaotic kindness of strangers
Lila – The bride determined to have her perfect wedding despite everything falling apart, whose need for control masks deeper fears about her future
Gary – The groom trying to hold everything together while navigating his own doubts and his fiancée’s intensity
The Wedding Guests – An ensemble of flawed, beautiful people who become “wedding people”—witnesses to each other’s humanity and agents of unlikely rescue
Interactive Series
A custom series designed to spark engagement and immerse readers in your story’s world.
Series Concept: Start a wedding people series, inviting your audience to share their most unforgettable wedding guest stories—the unexpected friendships, the cringe moments, the times a stranger became a lifeline.
Unexpected Wedding Friends. “Tell us about a stranger you met at a wedding who became genuinely important to you.”
Wedding Disasters Survived Together. “What’s the most chaotic wedding moment you’ve witnessed? Bonus: Did it bring people together or tear them apart?”
The Guest Who Saved the Day. “Share a story about someone who showed up in an unexpected way at a wedding (or any event).”
Your Wedding Guest Era. “What kind of wedding guest are you? The emotional one? The dance floor hero? The person hiding in their hotel room? Tag yourself.”
Show Your Emotional Side. “What’s something meaningful you learned or realized at someone else’s wedding?”
Partnerships and Collaborations
Strategic outreach ideas to connect with authors, brands and influencers who align with your book’s themes and genre.
Contemporary Fiction Authors. Cross-promote with authors like Emily Henry, Taylor Jenkins Reid, or Katherine Center who blend humor with emotional depth—book bundle giveaways or author conversation events
Mental Health Organizations. Partner with Crisis Text Line or similar organizations for campaigns focused on connection, hope, and how small acts of kindness matter—resource-focused content that emphasizes community support
Hospitality & Travel Brands. Work with boutique hotels or New England resorts for “destination reading” campaigns or sweepstakes that mirror the book’s luxury coastal setting
Book Clubs & Reading Communities. Target emotionally intelligent reading communities with discussion guides about found family and human connection
Wedding Industry Voices. Partner with wedding planners or publications for “Real Talk About Weddings” content that goes beyond pretty pictures to explore emotional complexity
Jewelry & Meaning-Making Brands. Partner with Little Words Project, Pura Vida, or similar brands for bracelet giveaways tied to themes of hope, connection, and “reasons to stay”
Interested in a Page to Post strategy for your next book launch or to revive your backlist? I’d love to work with you. Click the link below!
Creative Direction
An overview of the aesthetic direction for your campaign: colors, textures, moods, and design cues that bring your story’s world to life across content.
Visual Aesthetic: Classic New England coastal wedding. Think Newport elegance—champagne and oysters, ocean views, sailboats at sunset, hydrangeas and roses, elegant table settings, soft linen textures. Use a color palette of soft blues, ivory, blush pink, sage green, and warm gold accents. The aesthetic should feel luxurious but approachable, beautiful but not intimidating.
Tone & Voice: Warm, honest, and a little bit funny. Your copy should feel like a conversation with someone who gets it—who can acknowledge both the beauty and the bittersweetness of life’s celebrations. This is a story about hope without being preachy, about connection without being saccharine. Think: observant, tender, real.
Typography & Design Elements: Use elegant wedding invitation fonts (classic serif and script) for main content, with handwritten-style annotations for more personal moments. Incorporate design elements like watercolor florals, RSVP card mockups, vintage hotel stationery, wedding itinerary templates, and ocean-inspired textures. Consider “invitation-style” graphics where followers feel personally addressed.
Content Mood: Every post should feel like being at a wedding where you’re genuinely moved—by the ceremony, yes, but also by the unexpected conversations with strangers, the quiet moments alone looking at the ocean, the way people show up for each other. Balance celebration content with introspective moments that honor the book’s emotional honesty.
Engagement Hooks
Short, strategic prompts designed to spark interaction, deepen reader curiosity, and encourage community engagement.
Honesty Poll. “Be honest: Would you rather be the bride, the groom, or the unexpected guest? Why?”
Fill in the Blank. “The most unexpected thing that happened at a wedding I attended was ___.”
This or That? “Destination wedding or hometown celebration? Small intimate gathering or big blowout party? Tell us your wedding philosophy!”
Tag Someone Who. “Tag your ‘wedding person’—the friend who’d absolutely crash a resort wedding with you if you needed them to.”
Vulnerable Share Prompt. “What’s something beautiful that came from a difficult time in your life? We’re holding space for real stories here.”
Would You Rather? “Would you rather: Give a heartfelt toast at a wedding OR have a meaningful conversation with a stranger that changes your perspective?”
Book Therapy Question. “What book character felt like a friend exactly when you needed one? Tell us about them.”
Wedding Tropes/Guest Bingo. “Which wedding guest behaviors have you witnessed? [Create bingo card]”
Bringing it to Life
Main launch goal and the platforms that best support it, plus a quick guide to which content types will perform strongest on each.
Overarching Goal: Position The Wedding People as the must-read for anyone who loves emotional, character-driven fiction that balances humor with heart—while creating meaningful conversations about mental health, human connection, and the unexpected ways people save each other.
Platform No. 01 // Instagram
Carousel posts designed like wedding invitations that reveal the book’s emotional layers—start with pretty aesthetics, end with vulnerable truths
Reels featuring “Wedding guest types,” “Day in the life at a destination wedding,” or “Books that understood the assignment (emotional depth edition)”
Stories with polls about wedding experiences, question boxes for “What saved you?” vulnerable shares, and book recommendations for when you need hope
Feed transformation that literally looks like a wedding week—save the dates, welcome bags, ceremony programs, reception menus—all subtly hinting at the story’s deeper themes
Platform No. 02 // TikTok
“POV” videos – “POV: You’re the unexpected wedding guest,” “POV: You’re the bride whose perfect wedding is falling apart,” “POV: A stranger at a wedding becomes your lifeline”
Emotional storytelling about books that made you feel less alone, characters who showed up when you needed them, or personal stories about community as healing
BookTok trends – “Books about found family,” “Novels that are secretly hopeful,” “If you liked [X], read The Wedding People”
Author content that’s gentle and honest about writing difficult subjects with care and hope
Platform No. 03 // Pinterest
Aesthetic boards for “Coastal Wedding Vibes,” “New England Resort Aesthetics,” “Wedding Guest Outfits,” and “Books About Human Connection”
Quote graphics with poignant lines about choosing to stay, unexpected friendships, and the beauty of imperfect moments
Resource pins – Book club discussion guides, “Books That Handle Mental Health Well” lists, reading recommendations for emotional fiction
Wedding inspiration with an emotional twist—pins that celebrate authentic moments over perfection, real connection over performance
Content Advisory
Given the book's sensitive themes (suicide ideation, infertility, divorce), all content should include appropriate trigger warnings where relevant and provide mental health resources (Crisis Text Line: 741741, 988 Suicide & Crisis Lifeline). Balance celebration with responsibility—honor the book's emotional honesty while ensuring followers have access to support.
xx
Jessica Sorentino specializes in branding and marketing for authors, helping them connect with readers and position their work for agents and publishers. With over a decade in publishing, she transforms stories into lasting brands through strategy, connection, and visibility.
