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Transform your work into art.

Dear Floralpreneur,

Last week I told you about a note on my desk that reads: “If you went out of business would people notice?“

(I want the answer to this question to be “Yes!” Without a doubt. I want people to notice.)

Another note I wrote down years ago says: “Transform your work into art”.

As a floral designer I think transforming your work into art is easy to take literally. I named my business Floral Artistry, I mean, it’s kind of obvious, right? I transform my work (ie my flowers) into art (ie my arrangements).

But what I really think drives this idea for me, transforming work into art, is how to apply this concept to the business aspects of our creative business.

I try to turn the mundane, the necessary, the client management, the thankless, into art.

I practice being artful at running the business-side of my business.

The goal to “transform your work into art” can transcend the floral aspect of your business to encompass everything about your business; e-mails, proposals, meetings, phone calls, quotes, contracts, website design, you name it…because every single thing your customers experience defines your brand.

At their core, each of my courses is designed to help embrace the business-side of our work…but I’m going to take it a few steps further…

I’m going to walk you through exactly what I’ve done over the past 15 years as a small business owner to transform my work into an ideal customer experience in my newest course, The Art of Good Business, which starts January 9th-Feb. 6th.

You’ve heard me mention it before, but you can find details on my new course here!

Now’s the perfect time to invest in your business and focus on attracting more customers who don’t need convincing…because ideal customers already love you.

Why Act Now?

Registration closes Jan. 7th and payment plans are available until tonight, Monday Dec. 19th at midnight EST.

That’s just 1 day left to take advantage of the 2-payment plan option!

As a BONUS I am also including a free one-on-one strategy session with the first 10 floralpreneurs who register for the course.

Talking with floral designers is a true pleasure for me and I look forward to connecting with 10 floralpreneurs and learning more about your businesses.

Will You Join Me Live?

Join me on Facebook Live today at noon, EST. The topic is: How to get more rave reviews from your customers.

Great customer reviews are an integral part of attracting ideal clients and building your brand.

(Speaking of which, if you’re thinking of taking one of my courses read some of my testimonials and customer reviews here: http://realflowerbusiness.com/testimonials)

Take a minute and ask to join my facebook group! It’s a great way for us to connect and it’s my new favorite way to talk with floralpreneurs!

I’m livestreaming Monday, Dec. 19th at 12:00pm EST.

You can watch all of my livestreams on a replay any time in my Facebook group here.

I hope to see you LIVE in my group soon! If you’ve asked to join and have not yet been approved you may e-mail me at info@floralartvt.com to help speed things along. If it’s unclear whether you’re a floral designer it does take longer for an approval.

Thanks for tuning in and taking the time to read my e-mails. I know your time is valuable and I appreciate you making some time for me!

As always…

Keep

doing

beautiful

work.

With love from me to you,

Alison

Check out my course offerings HERE for details on all of my courses, including 2 FREE COURSES, Flower Boss and 4 Pricing Mistakes Florists Make.

P.S. If you’re a floral designer who’s digging my content and/or my courses, please share the Floral Artistry love via e-mail, Facebook, Instagram, sky writing, what-have-you with a florist you know and love. (I truly appreciate your support in cultivating other floral pros.)

Are you watching your profit margins? Check out Flower Math, The Florist’s Guide To Pricing & Profitability. Click HERE to read all the details and save 10% Off today.

Are you ready to make 2017 your most profitable year yet?

If so, click here to start today!

By Alison Ellis Leave a Comment

Who is your Ideal Customer?

What is an Ideal Customer?

I see people referring to “ideal customers” or “ideal clients” all the time, yet I rarely see it the term clearly defined.

Before updating your website or rebranding your biz, the #1 question to answer is “Who is your ideal customer?”

But how can you find your ideal customers if you don’t know what you’re looking for?

Here’s one way to think of it:

Your ideal customers don’t need convincing…

they love what you do,

appreciate your work/artistry, and

all they need are a few details on how to officially book with you.

If you’re ever unsure about who your ideal customer really is, take a look at the customers that already love you–ideally, the ones that you love right back!–and try to identify the important qualities they have in common.

Click below to watch my video: Who is your ideal customer?

Qualities of an Ideal Customer:

Ideal customers are more interested in finding out what it takes to book with you than how much you charge for a centerpiece.
Ideal customers are quick to accept your proposal & sign a contract because they want what you’re selling!
Ideal customers feel like you’re the right choice for them; they trust you!

Every floralpreneur has her/his own ideal customer depending on where you are in your business. The ideal client for a home-based florist who’s just starting out is different from the ideal client for an established florist with a full-time staff and 25 years of experience. It’s only natural that your ideal clients might change as your business matures.

Click for more: How do you prequalify customers?

More from Alison:

When I started my business, Floral Artistry, in 2002 I’d never heard the term “ideal customer”. As I often recount, “it was a simpler time“… back in the early 2000’s, without the power of Google and social media to help you hone your branding and reach your ideal customers (aka the clients who LOVE what you do).

You can gain a lot of clarity when you focus on the people you really want to work with; you’re not looking for just “anyone”.

The Takeaway

It’s not always easy to define who your ideal customers are and it can be particularly tricky when you have a wedding business where cultivating repeat business isn’t always in the cards.

Though the working relationship with a wedding client has a finite end, I strive to exceed expectations and choreograph a customer service experience that thrills and delights. Excellent service provides value and eliminates your competition.

Before you’ve built your brand to the point of attracting ideal clients, the concept of “customers that love you” may seem like a pie in the sky dream…just keep this in mind:

As you build an integrity brand with a website that represents who you are as a company/brand/designer you’ll find that ideal clients start finding you! (And they’re so happy that they found you.)

Identifying your ideal customers is a critical piece of your branding puzzle.

xo. -Alison

To find a full list of my course offerings click here.

By Alison Ellis Leave a Comment

Are You Giving Away Your Best Stuff?

If you’re a floral designer in the midst of your busy wedding season there’s a good chance that 3 things are true:

1. You’ve been creating a lot of beautiful work.

2. You’ve been sharing photos of your beautiful work on Instagram and Facebook.

3. Your own website and blog has been getting no love or attention.

Am I right? (of course I am.)

I will admit that after years and years of steady blogging and website TLC I let it slip.

I became a mom (so I became understandably busy!),

my calendar was booking consistently early (so I wasn’t as motivated to create new content!),

I had years and years worth of blog posts (I could just rest on my laurels!),

and now, between my 18th wedding season and my weekly updates for Floralpreneurs on my e-mail list (and now a Facebook group where thousands of florists from around the world can connect!), well, I have plenty of good reasons why blogging has not been at the top of my list…

BUT I truly had an ah-ha moment as I was writing my Wedding Workflow course, (which includes my 16 steps to client management), when I realized I WASN’T FOLLOWING THE FINAL STEP!

I was missing out on the follow-up conversation with my customers because I wasn’t diligent about blogging.

THE FIRST STEP WAS ADMITTING I HAD A PROBLEM.

The ah-ha moment was when I realized that I’ve been creating all this free content for Instagram (which is awesome and fun!), but I’m missing out on creating this current content for my own website! What was I thinking?

There’s an instant gratification factor that only Instagram can give a floral designer these days.

On the other hand we think: “No one reads my blog.”

That’s the #1 reason we become disenchanted with blogging and go for the quick fix of Instagram or Facebook….the “likes” can be seen, heard and felt ’round the world. It’s instantly gratifying to share.

BUT on my blog the comments are few and far between, so I don’t feel the love as readily.

On the surface the “likes” seem relevant, but in truth, what’s relevant is a good, strong brand with integrity…

and the only thing I “own” online is my website, which is where my blog lives, and I love my blog, and I love the SEO I’ve earned through all the hard work of writing and labeling my images.

So the only logical conclusion is that I have to get back to blogging and adding photos of my most recent work to my website.

Conclusion: If I don’t love my website, no one else will either.

If you’re ready to take your website even further, take the leap to try my Website Bootcamp!

Warning: Deliberate learning and practice will be required to improve your website. You will be forced to allow yourself to possibly make a mistake or misstep. The sooner you can accept that “it” (your business, your decisions, your efforts) sometimes cannot be perfect, the sooner you can create the room to bloom and grow….because nothing’s ever perfect. Progress over perfection.

Start before you’re ready. And if you’re not sure if a course is right for you, drop me a line any time. I’m happy to answer any questions you may have before, during or after taking a course. You can contact me at floralartvt@gmail.com

As always…

Keep doing beautiful work.

With love from me to you,

Alison

Still need a kick in the pants? Check out my video below: The Most important Thing You Can Do For Your Business Today!

Thanks so much for reading and watching!

You can check out a full list of my course offerings HERE!