Dear Bree, I don’t know if I’m a florist any more.
I used to do four weddings a month. Now I do a max of two, and my other working days are spent writing captions, filming reels, editing reels, deleting reels, and scheduling reels.
I feel like a content creator and not a florist. I got into this to work with flowers, but now I spend less time with flowers than I did when I worked at a shop. What do you suggest I do to get more clients so I can get back on the tools - and back to my happy place - again?
Love, Lost in the Feed
Dear Lost,
First, let’s get clear on what the problem is. You intend to make content to create more bookings in your business, and you're assuming the content you've made in the past wAS getting you clients. But now you're working harder than you ever have and booking less than you used to. So the content isn't doing the job you've been intending it to do.
Before we get into what to do, what's actually changed between when you were booking four a month vs now?
How you're showing up.
What you're prioritising.
Where your hours are going.
What you used to do that worked, that you've stopped doing.
Make that list before you do anything else so you can see what of your secret sauce might be missing from the content you’re making now.
Now. Let's work backwards from the thing you actually want, which is more weddings booked.
You don't have to change the amount you’re posting if you don’t want to. However, you do have to change the way you think about it. When you open Instagram, I'd bet you're asking yourself, "What should I post today?" Not "what does your dream client need to hear today?"
One of those questions makes you a content creator. The other one makes you a florist who posts. And the second version is the one that books weddings, because content created without a real person at the centre reads as just that. Content for the sake of content. It's generic. It's boring. Your dream client scrolls right past.
Think back to when you had four weddings locked in a month. Maybe you were posting less, maybe you weren’t. But every time you did, did you have something to say? Were you trying to be useful to your dream client? Or were you trying to beat the algorithm to get more followers and likes?
That's the shift. Write each one for one real person every time you post - The client who emailed you last week with a question. The couple whose venue just changed at the last minute. The random bride who DM'd you about pricing last Tuesday. Let Instagram be a conversation you're already having BTS, just out loud.
And now the harder part. You said you got into this to work with flowers. I hear you. But you didn't reach out because this is a hobby. You opened a business. Which means the job isn't just being a florist. It's being the founder of a wedding floristry business. And being a founder means doing things you don’t want to do - Editing reels, sending follow-up emails, doing the admin, chasing invoices, etc. A founder's work looks nothing like playing with flowers. And if you spend the whole time resenting it, you'll quit before it pays off.
Because it’s important to remember: You are the founder. Which means you get to decide how this business looks in the long term. What would it look like to create a team supportive enough to give you more time on the tools than you've had in years? Or design a business where the twenty percent on the flowers is the best twenty percent of your life. That's what being a founder actually means. You get to decide.
The founders who last are the ones who stopped asking "why do I have to do this" and started asking "what does the best version of me doing this look like." Same reel on your to-do list. Completely different energy when you film it.
If you want to see this business go somewhere real, you have to fall in love with the process of building it. Not just the flowers. The building. The emails. The spreadsheets. The conversations with planners. The slow compounding work is required. That's what builds the thing that one day lets you spend more time on the tools if that’s what you want. You don't get there by resisting the founder work. You get there by leaning into it.
You don't need to be a content creator who occasionally does weddings. You need to be a florist who posts for her dream client, and the founder of a wedding floristry business she's taking seriously.
Love,
B.
P.S. If any of this landed for you, you’re invited to book a complimentary discovery call. It's a conversation about what you actually want the next twelve months to look like and what's getting in the way. You leave knowing what's next.
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