Presenting

64 June | 2021 Book Preview FR: We are big fans of your fi rst book, I Just Want to Design! What can readers expect in this second book, and for whom did you write it? SMF: is book is for anyone asking, "Am I ready and able to earn more money as a fl orist?" It's for anyone who dreams of having clients who pay well and keep coming back—but who have no idea where to start. As a business coach, I talk all the time to fl orists who feel like they're fi ghting an uphill battle trying to grow their fl ower businesses. I wrote this book for them as well as all the fl orists I have yet to meet but who share that aspiration. A profi table fl ower business is achievable. FR: This defi nitely sounds like the sort of resource that fl orists responding to new business challenges need. Share with us a few ways you help readers reach their goal of making more money. SMF: In I Just Want to Make More Money, readers will learn, in easy-to-digest sections, how to become the masters of their own businesses. Key topics include: Floral business coach and "Fleurvana" co-creator Shawn Michael Foley, AIFD, CFD, PFCI, is at it again, with his latest book, I Just Want to Make More Money: e designer's survival guide to book yourself solid. is follow-up to I Just Want to Design!: e designer's survival guide to falling in love with your business, promises fl oral professionals a scalable guide to fi nding fi nancial confi dence. e book is set for release in late June, and I had the pleasure of chatting with Foley recently about what one can expect from this second installment of his "Designer's Survival Guide" series. AN EXCLUSIVE PREVIEW OF THE LATEST BOOK FROM SHAWN MICHAEL FOLEY, AIFD, CFD, PFCI I JUST WANT TO MAKE MORE MONEY • How to attract repeat clients you will love to work with • How to grow and scale your business for greater success • How to unlock secrets to book yourself solid • How to sell easily without feeling like a used-car salesman I also discuss some of the biggest business mistakes fl orists make— and how to avoid them. FR: Those are very enticing topics. Do you also cover basic business mechanics such as branding for the budding fl oral professional or, perhaps, for the established shop in need of a refresh? SMF: Yes, I cover all that and more. e concept of branding goes beyond logos, fonts, colors and having a specifi c style of design. e visual elements are important, but they are only a thread of the beautiful tapestry that is one's business. In this book, I discuss how to build an authentic and consistent brand culture. FR: It seems that our industry has entered an extremely energized season of change. Who or what are you most excited about in the fl ower industry now? SMF: I really like earth-minded fl oristry, and I believe that gravitating toward local partnerships is business-positive. I love to see fl orists utilizing local growers, too, in addition to their existing supply chain. Suddenly, fl orists are discovering what is hidden in their own regions, and that is helping their businesses ere's a cultural change happening, and I believe it's not a trend; it's permanent. Being a fl orist is like being a good chef: You need to understand your supply chain. It's all about opening minds to what's out there and where to get the most vibrant fl owers. I'm excited about that. For more information about Shawn Michael Foley, AIFD, CFD, PFCI, and the book, or to order your copy, visit shawnmichaelfoley.com, or follow him on Instagram @shawnmichaelfoley. By Tonneli Grüetter I Just Want to Make More . is follow-up to I Just Want to Design!: e designer's survival guide to falling in love with , promises fl oral professionals a scalable guide to fi nding fi nancial confi dence. e book is set for release in late June, and I had the pleasure of chatting with Foley recently about what one can expect from this second installment of his "Designer's Survival Guide" series. • How to attract repeat clients you will love to • How to grow and scale your business for greater success • How to unlock secrets to book FR industry has entered an extremely energized season of change. Who or what are you most excited about in the fl ower industry now?

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