Listen to the Podcast Episode: Before You Grow, Get Clear: Why Messaging Matters More Than Visibility 🎧

 

If you’ve ever found yourself wondering, “How do I get more eyes on my business?”—you’re not alone. Whether you’re newer to floristry or several seasons in, that question shows up again and again, especially in slow seasons or growth plateaus.

And while it might be tempting to chase the next big marketing trend—whether it’s ads, Reels, or styled shoots—the real shift often starts somewhere deeper.

Let’s talk about why clarity in your messaging matters more than simply increasing your reach, and how to refine your brand voice so that your dream clients get it (and come running).

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Visibility Isn’t the Problem. Confusion Is.

A lot of florists think they have a marketing problem when really, they have a messaging clarity problem.

Because if what you’re saying doesn’t resonate with your audience, no amount of promotion will fix it—it’ll just make the confusion louder.

I’ve been there. I’ve had the posts, the followers, even the ads. But when the message wasn’t clear or rooted in strategy? All that visibility just bounced right off.

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The Real Question Isn’t “How Do I Get Seen?” It’s “What Are They Seeing?”

Let’s reframe the question.

Instead of asking, “How can I reach more people?” try asking, “What are people hearing (or reading) when they land on my page?”

Are they encountering vague phrases like “elevated garden style” or “refined romantic florals”—things that sound nice, but don’t actually say anything new?

Or are they feeling something specific, emotional, and true to you?

This is where aligned messaging comes in. When your message is rooted in clarity, identity, and strategy, that’s what sets you apart—not your follower count or how many styled shoots you post.

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A Quick Note on Ads (And Why I Stopped Running Them)

A few years ago, I ran paid ads for my courses. Florists would DM me saying, “Your ad just popped up! It’s so beautiful. Who does your marketing?”

But here’s the thing: for the thousands I was spending, I barely broke even.

Why? Because I had no funnel. No nurturing sequence. No clear message that told people why they needed what I was offering. Just an ad that said “Buy my course.”

And it wasn’t enough.

So I stopped running ads and started doing the deeper work: building my client journey, clarifying my message, and refining how I spoke about my offers.

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Messaging Is More Than Copy. It’s the Emotional Experience.

When we talk about messaging, we’re not just talking about brand slogans, pretty, polished words or captions. We’re talking about the emotional bridge between what you do and what your client is truly craving.

For example:

A bride might Google “Refined Elegant Wedding Florist,” but what she’s actually longing for? A florist who listens. Who gets her vision. Who makes her feel calm and taken care of in a process that otherwise feels overwhelming.

She thinks she’s hiring you for the flowers.
She’s actually hiring you for the feeling.

How do I know this? Because it shows up in the reviews my brides leave after the wedding is over. Their words reveal what they actually remembered. And yes – they often mention the flowers were beautiful, but most of the time? It’s more words like, “Sarah really listened to us.” Or, “She understood what I couldn’t put into words.” Or, “She made the process feel easy.”

So what does that tell me? 

Brides think they are searching for the prettiest or trendiest florist. But beneath the surface, they have a deeper desire…a desire to be heard, to be understood. They want someone who will understand their vision. They want ease.

What desire do your dream clients have? Look at your reviews from past clients. Read the words they say about you. This could hold the answer.

Because if you can learn to speak to the desires they didn’t even know they have- or something they’re already feeling but can’t express? That’s how you unlock magnetic messaging.

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The Power of Saying What They Didn’t Know They Needed

Here’s a practical way to think about it.

Let’s say a bride is up late scrolling Instagram. Her feed is flooded with posts like:

• “Here’s why wedding flowers cost what they do”

• “Planning a 2025 wedding? Don’t miss these 5 trends!”

But then she sees a post that says:

“You didn’t expect to cry when you saw your bouquet.
But that moment—it felt like you were holding your story in your hands.”

That stops her in her tracks.

Why? Because it bypassed logic and hit her right in the heart. And she didn’t even know that’s what she was looking for.

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Followers Don’t Equal Alignment

Here’s another truth: more followers does not automatically mean more sales—or more aligned clients.

My floral design account has over 65,000 followers. Sounds impressive, right? But for years, my DMs were filled with messages like:

• “Where’s your arch from?”

• “Can I rent your votives?”

• “What’s the name of that mum?”

That audience was broad, but not filtered. It was built on free tips, DIYs, and behind-the-scenes transparency with no real strategy.

In contrast, my education account has 3,500 followers. But the DMs?

They’re florists saying, “Your last post hit home.”
Asking, “Do you offer coaching?”
Saying, “I’ve been bingeing your podcast.”

That is the power of clear, resonant messaging.

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Align First. Amplify Later.

Before you invest in ads, hashtags, SEO, or any other growth strategy… ask yourself:

• Does my message actually communicate what makes me different?

• Is it clear who I help, how I help, and why it matters?

• Does my brand voice feel like me—and like something my clients can emotionally connect with?

If the answer isn’t a strong yes, then that’s where your energy should go first.

Because when you start with alignment, the growth comes from a deeper place.

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Final Thought: Clarity Is the New Confidence

Your brand doesn’t need to be the loudest in the room.
It needs to be the clearest.

Because clarity has a way of cutting through the noise.
It’s the whisper that turns heads.
It’s the message that makes someone say: “That. That’s what I’ve been looking for.”

So don’t just grow your audience.
Grow your resonance.

And watch what happens next.

 

 

Not sure what to post? 

My Ultimate Social Media Handbook includes 100+ content prompts – so you can take the guesswork out of posting, and simply tweak the wording to fit your ideal audience. –> Grab it here!