What a difference an ideal client makes! Interview with Sam Jacobson

Updated: Apr 24


Join me as I interview Sam Jacobson of Ideaction Consulting about what a huge difference it makes to both you AND your business when you work with ideal clients as opposed to just taking on any job that comes along. Be purposeful about what kind of clients you attract and accept in your wedding Florist business and you will lead a more profitable and enjoyable business!


Check out Sam's website here - www.ideactionconsulting.com

Find him on Instagram here - www.instagram.com/ideactionconsulting




Vicky:0:01

Hello there , my fellow wedding florist friend , and welcome to the wedding florist social podcast. This is the podcast for wedding florist to learn all about acing their online presence . I'm your host Vicky laughy , and as a wedding florist of over 10 years now, and by digital marketer to help you get the right clients, get more followers and never be stuck for content ideas. Again, click the link in my description to get your free wedding Flo guide to social media content creation today. Well, Hey you guys, and welcome back to the wedding florist social podcast. Um , I'm very excited about today because we are interviewing , uh , or should , should I say I am interviewing , um, Sam Jacobson from ID action consulting and , um, for anyone who's not familiar with , uh, with ID action consulting's work. Um, they very much think along the same lines as me in terms of , um, this whole thing of attracting the right client , as opposed to just all the clients , any clients, and as many followers on social media as you can, and things like that. So I really wanted to kind of have a , a good, no out with Sam about this and , um, you know, have him talk cuz you guys are used to hearing me talking and chattering away about things. So it's nice to hear someone else's voice. So , um , Sam, first of all, welcome. Uh , thank you so much for joining us.

Sam:1:22

Yeah. Thanks for having me here. I'm uh , glad to pop on and talk about all things floral.

Vicky:1:28

Brilliant, brilliant. And , uh , I'm sure you'll, you'll all agree with me guys. He , he does have a voice for , for radio. Absolutely. Uh , you could just listen to that all old day. Couldn't you? Um , so anyway ,

Sam:1:40

It's funny that you bring that up. My brother , uh , and I , uh, he and I are actually, we have the same kind of gravel baritone voice. We get it from our dad and at one point he went to take training on voiceover and he was gonna , he was gonna do voiceover work and it was funny because I thought, you know, I could get into that too different career path though .

Vicky:2:01

You should like read audio books or something. Maybe we'll get you on to just read the newspaper out to us or something like that, anything <laugh> . Um, so yeah, so, so Sam it's, it's an absolute pleasure to have you here. I've um, I've , I've followed you on social media for a while. I I'm always seeing your Facebook ads pop up , so obviously you're doing something right. Um, so , uh , I basically , um, I want to sort of good chat to you about this , this concept of , um , you know, the importance of attracting your ideal client , um, and the , you know, the right client for you as opposed to all of the clients. So, you know, I'm , I'm always talking about, this is my crowd, you know, the importance of, of working with the right people , um, you know, with my field , uh , it involves a lot of social media and , um, websites, and that's kind of what I teach people about. And I always tell people to sort of steer away from this idea of, you know, this desire, this need to kind of get all of the followers on social media or , you know , uh , to people are so focused on getting this amount of likes up or they get disheartened because they don't have too many, or they only got one extra follower after posting two reels a day for the last week or something. Um, so , so, you know, people are often kind of OB obsessed about this and I just, so I just wanted to talk about the importance of, of attracting the right people, as opposed to you , those getting those numbers up. So, you know, first of all, you know, what , what difference , uh , would you say it could make when you attract or book the right the right clients? I guess? So that's a good place to start. I think

Sam:3:31

Boy, life is easier. It is easier. It is more fun. And is a business owner it's often more lucrative when you get the right types of clients. Mm . I , I gotta tell you when I first started doing marketing and sales work, I was a bit of a naysayer when it came to the ideal client. I'm like anybody who has enough money in their bank account to write a check and cover costs of the services. <laugh> , that seems pretty ideal to me. And, and what I, what I realized over the course of, you know, being in weddings for the last 16 years is that you wanna really focus on the kind of clients that are, are easy to work with that appreciate your work. And that will ultimately give you the kind of portfolio pieces that you want to then go out and try to track more clients. I remember when I worked at, so I have two, two different jobs, three different jobs, including the , the coaching and consulting work busy man

Vicky:4:24

Right now

Sam:4:24

<laugh> yeah. And over , over the last 15, 16 years in the wedding industry. So, so before I did consulting and coaching work , uh , I was actually the director of operations for a very large floral and design and planning company. Oh wow. And , um, in, in Texas and we had, you know, 75 ish full-time employees, we had 65,000 square feet of warehouse. We did, you know, a hundred plus events a year. And before that I did operations and sales for a venue that did in-house catering. And I remember working with the food and beverage director and I was doing the sales work and he was doing the product and work. And there was a point in time at which I was selling anything that I could, because I didn't have to service or produce the events. Mm-hmm <affirmative> mm-hmm <affirmative> . And, and we got some real Lulus in there and, and he, he, I remember he came up to me one day with the GM and he's like, we gotta have a conversation because I love that you're you're meeting the sales numbers, but unfortunately it's really hard to execute these events when we're working with people who are not a good fit. And so he, he , he gave, we were , we were very good friends and he gave me a limit of five mm-hmm <affirmative> and he's

Vicky:5:35

Like, you

Sam:5:36

Get five people who are awful to work with and that's it, after that, you have to take care of them . And, and that

Vicky:5:43

That's fair.

Sam:5:44

Yes. And that's fair enough. I was like, I could , I could shake on that, but the , I think for me that was a , a lesson very early on that yes. You can get money. Yes. You can sign a contract. Yes. You can book somebody and fill a date on a calendar, but what is it gonna be like to work with that person for, you know, weeks or months, or even over a year? What is it gonna be like on the wedding day? And, and those are really big factors, especially as you, as you do mature as a business owner, and you don't have to take anything that walks in the door .

Vicky:6:15

Absolutely . Um, been there, done that. Got the t-shirt . Absolutely. Um, <laugh> , uh , you know, for me that was , uh , kind of back in, I think 20, 15, 20 16. I can never remember exactly, but you , you know, I , I mean, I was established back in 2011, so I spent the first few years of my business, you know, like you say , you're just happy to, to take anyone who wants to give you money in the exchange of flowers really. Um, and , and then I just , uh , you know, I came to this realization, it was actually one August where I did 14 weddings and, and there's only me by the way in my , my business. And I did 14 weddings , uh , plus running a retail shop as well. Um, and I was absolutely exhausted, you know, so , so this was every, every other day on average , uh , that , that I was doing a wedding and , and at the end of it, I looked at my bank balance. I looked at my kind of energy <laugh> balance. And , um, I was like, I do not feel the benefit of having done 14 weddings. And the reason why was , um , was because they were all tea , any tiny, you know, bouquet in a button hole , kind of small things. And, and , um, not that there's anything wrong with that if people want it, but for , for me , um , that meant they weren't ideal clients. So, you know, I was working, you work just as much, I think, for a smaller wedding as you do for a , for a larger wedding in terms of the , the planning as of it . So I wouldn't have minded working so hard if it wasn't, you know, if my bank balance was higher at the end of it. So something had to change there. So yeah. I'm sure you , you , you know, that feeling.

Sam:7:48

Yeah. I think , um, you know, along those lines, you know, I love the idea of the bank balance. And if you look at deposits and withdrawal that you put in there, it's not just one account where you've got an actual fine financial bank balance. There's also creativity and having a bank balance on that. So after you've been in business for several years, the things that excited you when you were first starting out, tend not to excite you anymore, mm-hmm , <affirmative> bigger, better grander, you know, all of the things. And especially with floral design, I think it's really important because most floral designers are really drawn to the creative aspect of the work. Mm-hmm <affirmative> , you know, I don't think that floor designers want to be marketers. I don't think that floor designers want to be salespeople. Mm-hmm <affirmative> I don't think that they want to be administrators or, you know, work in , in their, you know, their bookkeeping applications. I think the floor designers want to design flowers. Mm-hmm <affirmative> . And so when you go through and you think about the quality time that you have with the floor design, if, if you're getting tapped on all of the different aspects, like marketing and sales and social media and website and, and you client management, and, and if you're , if your retreat and, and, and what fills your cup is designing floral, but you aren't designing floral that mm-hmm , <affirmative> that sparks you, that fills your cup. Then you're gonna run out of funds in the creative account, as well as the financial account. And usually you have to have , have one or the other. You've either gotta have a lot of money, but not much creativity or tons of creativity and not much money. It's obviously ideal when you have a lot of money and a lot of creativity. Yeah . But if you have not much money and not much creativity, you're literally burning the candle at both ends. You're, you're taking massive withdrawals and, and you're lighting the, the, you know, the company up on both ends and it's not sustainable.

Vicky:9:37

Yeah. I mean, I think especially when you're a one man band , um, there's only you, and there is no business without you. So, so you have to , um, do what feels right for you. What , what is good for you? What , what keeps you going and what excites you and all that sort of stuff. Um, so in terms of actually, you know, know attracting these ideal clients, I mean, for a start, the term ideal client I think is, is , is a term that's kind of, Bandi around a lot. And people , people have heard of it and they don't really know what it means, but I think , you know, it , it essentially means the right client for you, the kind of client you enjoy working with, and who's good for you in your business, but, you know, in terms of actually attracting them, your online presences at absolutely key . And , and this is kind of the , the basis of what I teach. Um, so, you know, for anyone out there who doesn't bother posting on their socials or updating their site, this is for you <laugh> , um , ICU. Um, so what , what can you suggest? Some, some changes that , uh , people can make to their website and the socials to , to start tracking the right sort of people for them and, and how do they even know who the right person is for them?

Sam:10:42

Yeah. That's, that's great. Let's unpack that for sure. Because when you know this, you find the secret to your business success. Mm-hmm <affirmative> you mentioned in the, in the top of the, the, the podcast that it , you know, there are these vanity metrics out there of how many likes or how many follows or what the engagement level is for these, you know , uh , people can call 'em vanity metrics. Mm-hmm <affirmative>, you know, at the end of the day, what you really gotta decide is how many, how many bookings do you need? How much business do you need? And that's always the first thing to start with. And then when you go through and you start with, okay, this is what need to support my business. Then you can identify how many clients do you need to then book and, and what do those clients wanna buy mm-hmm <affirmative> . And, and when you do that, you, you come up with a much smaller number. And I think that that's really, the first step is recognizing that you don't need a bunch of followers. You just need 10, 12, 14, 30, however, many clients that you need to book. That's how many people you need to reach. Mm-hmm <affirmative> and all the rest of the people who are on your socials are on your website. Those people are just noise. Mm-hmm , <affirmative> they're distractions from what your purpose is, which is to connect with that very specific, much smaller set of people. And when, when you go through and you think about what does that person wanna buy from you, you first have to start off with, what does that person become motivated by mm-hmm <affirmative> what, what makes them tick? What, what drives decision? Not just for floral or for their wedding or for their event or their milestone celebration, but what drives them in general? How do they make decisions about travel? How do they make decisions about friends? How do they make decisions about what to do on the weekends or where to go out to dinner, or if they even go out to dinner or do they prefer to cook at home? Mm-hmm <affirmative> , you've gotta know what it is that drives their motivation on the daily. And when you know that, then you can start to tap into it with messages that connect with that motivation that they have. So really identifying, you know, that, that trigger, that psychological trigger is super important. So the that's the what, and then the second part, the is the, how, how do you then communicate those messages in a way that's gonna feel natural and comfortable for the way that, that particular buyer, your ideal client likes to communicate. So you've got the, what, which are the psychological triggers, and then you've got the, how, which are the communication preferences. And, and we can talk more about that, but it's really fascinating big

Vicky:13:14

Topic isn't

Sam:13:16

Yeah , because , because not everybody communicates the same way and not everybody's motivated by the same thing. So you gotta dig into those things before you ever get started.

Vicky:13:24

Yeah. I mean, you know, for me, it , it just to relate this to any florist out there listening , um, not any, all of the florist there's , there's millions of florist listening into this right now . Um, so to relate that to you guys , um, this, when this happened to me and , and , you know, after that realization that I mentioned earlier and where I thought, you know, what something has to change. And at that point, my style had become a lot more , um, well, it was becoming my style. It was first thought , you know, it wasn't just , um , some stuff I was making for people's weddings. Uh , it , it was, I was developing my own style and it was becoming a lot more luxurious and it involved more flowers. And, you know, I was , I was basically out growing. I was taking a next step in business really, I suppose. Um, and it was after that realization that I really thought, you know , um , my focus pre this was very, how many weddings have I got on this year? Um, but I came to the realization that that didn't matter if there were all bouquets and buttonholes or things that I didn't enjoy doing or things that wouldn't benefit my portfolio, or , um, and I start to be more intentional about it. And my focus changed from that how many weddings I've got is to, to how much money am I earning this year. So, so, you know, I want my ideal is to, you know, do , do less weddings and earn the same amount of, of money. And, and you can only do that if you sort of put your prices up and make sure you're sure you're worth online and things like that. So it's , um, so it's, it's , it's tricky. Um , cuz I think it's, it's something it's hard to get your head around, isn't it like in terms of , um, how can I do less weddings and , and earn more money? Surely less weddings means less money it's tricky, right?

Sam:15:07

Yeah. It is. You know, there are , uh , lots of different ways to earn more money. And I think it's , uh , really about making more money rather than just driving more, you know, sales mm-hmm <affirmative> uh , that's, that's something that , especially for floral designers, you know, in , in my, my work as a operations director, you know, we were doing millions of dollars a year in sales and flowers. And you know, if your percentages for profit are off by a little bit, that could be thousand or tens of thousands of dollars, mm-hmm , <affirmative> in difference in how much money you make, because at the end of the day, it's, it's not just the, the revenue it's, it's the revenue minus the expenses. So mm-hmm <affirmative> for floral designers, especially, you've gotta make sure that you're going through and finding the right types of clients, the right types of projects. And you're putting things together creatively, not just for how it looks, but also in ways that are making it easy to install , um , easy for other people to help out if you are hiring contract labor to come in and work mm-hmm <affirmative> and , um, you know, lots of other factors that are gonna figure out ways to reduce the amount of events that you do. So, you know, ideal clients could be not just the kind of design or aesthetic that they want, but it could also even be just the , the location and the venue that, that they want to use. You know, when, when I was doing operations, we went through and we identified, you know, five to 10 different venues in our market that were really easy for us to do installations in. And, and as everybody knows, like, especially if you're working in the ceiling or know if , if you've got big installs that require onsite setup and you can't do all the design work in the studio, you've gotta really factor in even just how many steps it is from your truck to the table where you're gonna be putting the flow installation in. So, so even things like, even things like what venue are they getting married at is part of the ideal client file, because it will impact your bottom line in how much you have to work

Vicky:16:57

A hundred percent . Yeah. Um, I mean, I teach people about this in detail in my florist foundation's course, but , um, you've, you've gotta think about, what's good for you as a business owner in terms of what's good for the bank balance and , um, you know, there's, I mean , we're , I live in an area I'm not sure about where , where , where you are Sam, but I live in an area that we we're , we're very, very lucky. We have many , uh , English stately home that, you know, was once a stately home, but is now a wedding venue up in the north of England here. And , um, you know , we have a lot of weddings happen up here. Um, people come from all the way around the world, had clients from the us , Canada, Australia , New Zealand, all over the world who come here because they maybe went to university here or they just love the area or , um, so, you know, there's , there's, I've got a lot of , um, experience of these different wedding venues and some are, you know, an absolute pain to set up in, or, you know, there's one in particular, for example, where the room that you are , you have your, your wedding ceremony and your wedding breakfast in is also used for actual breakfast for the hotel guests on the morning. So you've only got like this tiny minute amount of time when , when you're setting up, you have to like be ready and then rush in and <laugh> um, and , and every time I get a wedding inquiry for there , it's, you know, I sort of do a sigh inside of my mind and know , but I , I know that I have to bear that in mind where , so, so if somebody's asking for a certain thing, I have to say, well, you know, I would , we actually won't have time to set that up. Um , that's a limitation of the venue, but , um, um , you know , so , so that's just an example of course, but, but yeah, you're absolutely right. And there's certain venues that are an absolute breeze. The staff are lovely to help you out when you get there or, or, or it's, you can pretty much park at the door to load up or, or they have storage on a nighttime, cuz you know, here we , uh , tend to come back and pick up our VAs and or visa is as you guys say it the next day, rather than at midnight. And you know, so it's the little things like that can make all the difference. And you know, I think for , for me as a florist and as a , as a business owner, I, I just love to work people who was people who give me the creative control, you know, that that's kind of my ideal. I , I do not do micro managers or people who from the outset come and tell me, I am having white roses and pink roses and eucalyptus and da , da , da , da you know, list, all the things I'm like, okay, let's take a step back here . <laugh> you know ? Um, so, you know, I mean, when we're talking about the right people that, I mean, that means different things to everybody, doesn't it? And , um, there's no , otherwise it would be read easy . You know, we could sit here and tell you on the podcast list, these things , uh, these are what an ideal client is, you know, that would be super easy and everyone would know, but it's, it's different for everyone, isn't it?

Sam:19:41

Yeah. You know, it , it's interesting just in what you brought up there about the creative control, that's on one side of the spectrum and then somebody who wants to tell you what to do with the floor or design is on the other and then there's this whole range in the middle. Mm . And, and like that right. There is one thing for you to nail down when you're thinking about your ideal client. Do you know , do I wanna work with somebody who is gonna give complete creative license? Do I wanna work with somebody who is going to tell me what to do? Like fill this order? Here's here's my, here's my secret Pinterest board. I'd like you to replicate this please? Or, or is it somebody who, who wants to collaborate with you and partner through the creativity? Just, those are just three different options, but you would want to go through and identify which one of those three do you prefer. And then you can start asking other that will start to round out some of the other areas that will fit that profile. Typically people who are, you know, control freaks , uh , you know, themselves don't mix well with other people who are control freaks. Maybe

Vicky:20:44

That's my problem . <laugh>

Sam:20:46

But heads, it , it could be, it could be. Yeah. I mean, and, and , and it's, and it's something that I think you'll, you'll run into frequently. There are certain , we have four different buyer types that we, that we talk about that mm-hmm <affirmative> we use as, as general profiles for ideal clients, the relater , the analyzer, the boss, and the dreamer. Okay . And the , the later wants to connect with the world through relationships with other people. The analyzer wants to connect to the world with information and expertise. The boss wants to connect to the world with getting things done. Action. And the dreamer is all about ideas and possibilities. So the, the , the bosses, for instance, the bosses profile, craves attention, and wa or craves control more than anything a else, that's what they want. They want control. And their biggest fear is losing control of the situation. Mm-hmm <affirmative>. And so when, like, for , for you, for instance, if you do not want people who are telling you, I want this, and I want that, and I'm gonna micromanage everyth part, I'm gonna ask about the cost and the line item of everything that you do. You know, I'm going to Nick I'm E everything to death that I'm gonna question all of your expertise. That's, that's gonna be a that's. That is your flawed client. Mm-hmm , <affirmative> not your ideal client. And so you would wanna make sure that you are putting out content and creating messages that are going to miss the mark when it comes to the things that, that type of buyer, that boss type I is looking for on your online presence. And instead mm-hmm <affirmative> , you would want somebody who's willing to trust you and who wants to, to follow you and somebody who believes in your creativity and, and wants to give you that freedom to do what it is that you do best. And so that that's just, you know, one component of all the different things that you've gotta factor in, in as you profile your ideal client and figure out the messages that you're gonna use to target them.

Vicky:22:34

Yeah, absolutely. You know , I mean, it's different for everyone. And, you know, if, if you, if you want to just be told what to do and do a hundred weddings a year and on your own and stuff, that's fine, you know, put that sort of message out there. Right. Um, you know, I mean, you know, my, I , I mean , this is the benefit of me having a , um, you know , this is why I put things like a , an inquiry form on my website in place , um, completely overhaul the website and overhaul the sort of pictures I put out there on social media. Um, you know, for , for example, my client isn't , um, they , they're not low spenders as a general rule . And , um, you know, they , they trust me and things like that. So they don't go for like smaller things. Like , um, I guess you guys might , hopefully for you , for , you have , have kind of passed that whole Mason job lap wrap kind of , uh , trend I ,

Sam:23:25

For the most part, although it's, it's still alive in some places

Vicky:23:28

Yeah. Still get , you still get, they are request . So , so, you know, they , they , they , my clients wouldn't go for that. And if they did, they'd be surprised at how much I charged them for it anyway. So , so , so, you know, I wouldn't then put that sort of stuff out there. I wouldn't put pictures of that out there just because someone asked me to do it for a wedding. Um, because then that would attract more of those people, you know, and more of those people who want that, which isn't isn't Flory to me, it's you , you're putting baby's breath in a Mason jar. It's it's , you know, <laugh> it's, anyone could do that. Um, so you , you know, it's, it's , its what you put out there is , is what you get back in it and it filters people out. Right? Um, like my inquiry form for , for example, you know, if, if somebody somehow passes through the many stages of the process and slips through the net and, you know, sees me on Instagram and then comes to my website and you know, eventually does get to the inquiry form and still thinks I'm for them and fills it in. I can see at that stage , um, through the questions that I ask on there that hang on, this person needs educating a little, or maybe they're not right for me. Um, and then I can kind of either nip that in the boat or put it on the right track , uh , from there, cuz there are some people who just, you know, they're very nice people and there might be an ideal client that just needed a little bit of educating, but there are other people who are , um , have no clue. They , they are, you know , they're either control freaks or they are , um , you know, of people who just, they want 20 cent pieces for like $500 or pounds wherever you are in the world. Um , and , and , and that's never gonna happen. So at that stage, my online presence will weed them out because all I have to do is send them an email and, and say like, Hey, <laugh> , um , I'm free on that date , but it's gonna cost you about 20 times that much. And at that stage, all I've done is that , you know, all it's cost me is an email and, and I haven't met with them. I haven't spent all that time designing with them and chatting with them and all that's sort of thing. So , um, you know, it can make a huge difference to , to your process and , and ensure that you are , um, you have a higher proportion of, of those right clients coming through to your , for consultations. Isn't it?

Sam:25:38

Yeah. You , I , I think the , um, I think the , the process is really important that you explain because that filtering is something that you can, your online presence in your website do for you. Mm-hmm <affirmative> , uh , you know, a , a traditional sales model would be to get as many people to the showroom floor as possible. Mm-hmm <affirmative> to get as many people into your studio as possible. And for some people that's important and some people that's doable, but I think many people who are in the event industry doing floor design work or other work are solo doers . They're people who are, you know, like you said, one man, one man shows . And because of that, we have to be protective of the time and you can't spend time with everybody who wants to come in, but also it , you know, we talk about educating the clients, the education doesn't have to occur over the phone mm-hmm <affirmative> or direct one-on-one correspondence via email education can occur and, and , and probably should occur not just for the sake of your business and your time, but also for the, the time and interest of, of the reader. Mm-hmm , <affirmative> online in , in social media and, you know, in , uh , blog, post content on your website, even in the copy of your website. So for instance, if you find yourself saying the same thing over and over and over again to clients or, or potential clients, when they inquire that kind of information should be put out in engaging interesting ways on your social and on your website and in your blog content. So, as an example, you're running into people who are always asking you, you know, how can you turn my Pinterest board into , uh , you know, something that's produced at my, at my wedding. Then you could write a blog post and do several social media posts about how Pinterest does a good job inspiring, but not educating how much things cost. Yeah . And, and so, and , you know , I think one of the things that I see with floral designers, especially, and I'm , if you're doing this, I , I'm not saying that it's necessarily a bad thing. I just don't think that it's as powerful and impactful is I is , if you're putting out there , like, look at these SW worthy bridal bouquets, aren't they dreamy mm-hmm <affirmative> or, you know, I love this centerpiece. Thanks, Matt, Anastasia for, you know , letting me design it. Like that means nothing, literally nothing to the person who's looking at it. They see another pretty floral arrangement. And, and what, what you would want to do instead is you would want to put some information below it that talks about something to do with what it is that you've created and how that helps either solve a problem or provide joy or pleasure for the person who's reading it. And without that connection of the explanation or , uh , the content below the post or next to the poster with , or, or, you know, providing context, the post, it , it means very, very little, your work has, has no context. There's no meaning the, the meaning comes from the context. And so the designer who does that is the one that is not only gonna get more interest, but also have better educated, self educated people who inquire.

Vicky:28:44

Yeah, I absolutely, I see what you mean about that. Not being as powerful it's , it's not wrong as such. I think, you know, it's nice to shout about your , your work occasionally and, and in a certain sense, you know, people will be looking for pictures of that venue, where they are also getting married, but it's not as powerful. Like, you know, somebody sitting there aging that and go , I don't know who and Anta, oh , what is , why is this relevant to me? What does it mean? Uh , you know, nobody

Sam:29:08

Cares. Nobody really cares about bat Anas. What they care about, is it seriously? What they care about is they care about, is this person who's in this story that's being told similar to me, is this a mm-hmm <affirmative> , is this a , um , a hero that I can identify with? And if it is, or a character, and in this story would be a hero, a character that I can identify with. And if I do, what will I get that this character is going through? What, what will happen to me as well? People don't want information. They want transformation, and you have to show how the flowers transform something in their life mm-hmm <affirmative> . And that transformation is typically what they want, that they don't have yet. And, and then getting that thing. And so you , your , your floral designs are not about, they're not a , a , a , a piece of art that is gonna sit for six hours and have people admire. It's gotta fulfill an most emotional need mm-hmm <affirmative> that the people have. And so you , you must identify what emotional need is being met with your floral design, and then you've gotta create that kind of context. And the story that you're telling that the floral design creates or helps to create.

Vicky:30:16

Yeah, absolutely. A more obvious example of that would be, you know , having just come a , out the other side of the pandemic and, you know, there's a lot of , uh , couples getting married and once weddings have opened back up again, you know, for us, that was kind of July time last year. And , um, there , there was a whole lot of weddings happening that were postponements that people had been postponed for the last year or two. And, you know, to kind of connect with people, you know, myself included, a lot of people were posting and not just saying, here's this pretty picture. It was, it was kind of relating to emotions and, and sort of saying, you know, we've been through three postponements together. They , you know, you know, I've had people whose couples whose relatives had sadly passed away and stuff in that. And , um, you know, there were all the , the emotions that comes along with, with all of this waiting and stuff, it , it was getting that across in the posts for, for other people who were also, their weddings were coming up and they, they were like, oh, brilliant. I'm. So looking forward to this finally happening now, things have opened again, you know, so it was kind of connecting with people on an emotional level , uh , um , and , and telling a , a story, you know, tell people what you've been through together, is it , you know, what , what it's been like working with them and what it's like to finally see them getting married and , uh , all that sort of thing. And, yeah, so I suppose that's an obvious example, but, but yeah, you're, you're absolutely right. And it's , it's more engaging that way. And, you know, I I've , I put a , an Instagram reel out earlier for, for example. And , um, I , I actually didn't even mention the , the bride. Um , <laugh> I showed a picture of her bouquet , uh , the , the flowers separately, and then <inaudible> , the bouquet is made. And then , um, you know, I just, I just phrased it as more of a , I think the first line was, I should remember this, cuz I'd literally just put it out this morning. Um, are you , are you a classic whites and greens kind of person? You know , so it was a question it was like, and you'll get those people who, who want that and, or it will spark debate as well. Like, you know, you might get some people going , no, I don't, I want some color or , oh yes, beautiful. You know, I love whites and greens. I'm gonna book this person or in with them . Um , so it's engaging. Um, so yeah, so I , yeah .

Sam:32:29

And , you know, along those lines, so like, so like that, that that'd be so interesting to go through and I don't know what, you know, your , your style or aesthetic is, but let's say that you were somebody who wanted to , um , do more whites and greens. Yeah. You could, you could hook them with that question. Mm-hmm <affirmative> of are , you know, are you a whites and greens kind of, you know, gal, or , and then you could go one of two ways you could, like, if you are traditional whites and greens, then you would want to talk about how, you know, simplicity, understated, elegance, tradition, all of that stuff is, you know, gonna allow for the floral to set the backdrop for you, connecting with your friends and family. And you know, they're not gonna steal the show, but they're gonna accentuate it . Mm-hmm <affirmative> . Now , if , uh , if you, if you didn't want something that , that accentuated the show, but actually was the show, then you could go a different way and you can say whites and greens are lovely for these kinds of, you know, pieces. However, if you really wanna wow, your guests , when they walk into the party, you're gonna have to do something that's a little bit more fabulous. And, and then you could, you could tell , talk about those and why your style, your, your , your designs are , are gonna help make that happen. So again, when you know what it is that your client wants, your ideal buyer wants, then you can create the content. Now you could have the same photo and the same question at the beginning, but what you say after that is gonna be, what's gonna impact and hook them .

Vicky:34:01

Absolutely. I can change the post massively. Um, gosh, you know, Sam, I could , um, I could talk a lot about this. Uh , you know, if you were available all day, I'm sure we , we would run till my laptop battery ran out, but , um, you know, it's bit , it's , it's been really, really fun talking to you. Um, quickly, we , we go where , where can people, if they wanna catch up with you and find out what you're about and, and maybe listen to your podcast and things like that, where can they find you?

Sam:34:27

Yeah, so we , uh , all over social media ID action consulting is our handle on , uh , Instagram. Uh , we have a Facebook group with a few thousand people in it, and that's sell weddings like a pro and you can go to Facebook and , uh , hop on in, there are lots of great , uh , you know, advice , uh, from peers and also from, from me and my, my wife, who's got a lot of sales experience working for a four seasons hotel. Uh, and then if you wanted to follow along , uh, through the podcast, the podcast is called own your business. And it's mostly content related to sales, pricing, and copywriting. It's all four wedding professionals and will help you with practical advice and techniques that you can put into practice while you're listening to the episode.

Vicky:35:13

Absolutely brilliant . And we'll, we'll put the links to all those things in the , uh, podcast , uh , show notes as , as well guys. So if you want to, you know, click on the , we'll put a direct link to the Facebook group and all the social media channels that Sam is on us as well. Um , so Sam, thank you once again , uh , it's been a pleasure and to everyone listening, thank you for, for joining us and listening and , uh , remember to download, subscribe, follow on whatever it is your podcast system does. Uh , so you can hear more episodes and, and keep up with the , the great news. All right . Take care guys, flower on. Well , thanks so much for listening all the way to the end of wedding, florist , social, remember the hit subscribe so that you don't miss out any future episodes. And if you want access to some free community and support, then head across to Facebook and look me up on the worldwide wedding florist community group. I look forward to seeing you there.

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