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Editor’s Blog 

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CMFforwebpage1The monthly, weekly and, depending on what’s happening in this mad, mad industry of ours, sometimes daily views of Caroline Marshall — Foster, Managing Editor of The Florist, the only independent trade magazine for the £1.8 billion retail flower industry in the UK.

Never known to hold back, she comments on what’s happening, what’s got her goat and even what’s made her happy… yes it does happen!

Have something of your own to say? Want to vent your feelings? Got an idea you want to share? Then e-mail caroline@purplespotted.com. Replies go straight to her computer so anything you say is strictly between you and her… unless you want it made public!

 


 

 

Words that sell

 My team and family will tell you that if I can find 10 words where 3 could do I’ll do it. Not just because I waffle but because I love words. So should any self-respecting florist. Because selling, over the phone or on a website, is about creating a picture in the customer’s mind so that they can confidently place their order and, if possible, for slightly more than they planned.

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Why I’m putting GFG back out there

I knew that by the time the RHS Chelsea Flower Show came to an end I wanted to have Good Florist Guide back up and running. After all, what better time than the week when the world is looking at top class floristry.

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Why you should never, ever under-charge

In my opinion a letter tribute CANNOT cost less than £35 per letter. In fact, I don’t really think they should be sold for less than £4045 if they are made properly and certainly not if there’s a cluster, anything other than AYR basing and a foliage trim.

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Yoof of today … totally worth saving!

One of my clients, Country Baskets, has launched a brand new campaign called Use Them or Lose Them.  

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Ditch excuses — sort out your website!

 

Naughty me!  Slap my wrists!  Take away my favourite biscuits and ban me from watching repeats of the Night Manager.  ‘tis over a month since I last uploaded anything to my blog and that is shameful. 

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Stop giving sales away

When people see stats that say florists only have 30% of the UK flower market compared to the 60% held by supermarkets there is usually a sharp intake of breath followed by some fairly angry comments about how bally awful the supermarkets are, how the world is a worse place because of them and how many florist shops have been affected by their shenanigans.

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