The gentle art of getting noticed: 5 ways to share your spring story without feeling pushy

Photo by Annie Spratt on Unsplash

An email came in from a regular customer who had ordered three spring bouquets two weeks ago for a memorial unveiling for a family member.

I had been a little nervous about supplying the bouquets as we are just on the cusp of spring, but a few days of sunshine brought out sufficient flowers to go the extra mile for a loyal customer.

She was delighted with the flowers—proud of them even. She said, "We ended up with quite a few bouquets over the weekend but yours topped it for me with an old fashioned natural look. A couple of people requested your details so I hope you don't mind,  I've passed them on."

Mind! I thought—that's just the kind of recommendation  I need.

And it got me thinking: if one bouquet can spark that kind of ripple, imagine what could happen if we shared more of our seasonal stories with the same authenticity. That’s the heart of gentle marketing.

How do you share stories about your business without feeling like you're being salesy?

In this post, you'll discover:

• How to share your spring preparations in ways that feel natural rather than promotional

• Five storytelling approaches that draw people in without selling to them

• Why timing your story-sharing with your seasonal rhythm works better than constant posting

• Simple ways to document your growing season that people actually want to follow

The difference between sharing and selling

That email got me thinking about why some sharing feels natural while other attempts at promotion feel forced. My customer wasn't responding to a sales pitch—she was responding to flowers that genuinely delighted her and a service experience that felt personal and thoughtful.

The flower growers who seem naturally good at getting attention aren't trying to sell you anything in the moment they're speaking. They're sharing something they find genuinely interesting or exciting about what they're doing.

When my farmers market business partner, Liz, explains why she grows mostly perennials, she's not pitching her flowers—she's sharing an approach to flower farming that makes her flowers more enjoyable for the customer. When I mentioned to a weekly buyer of sunflowers that I plant them in sync with phases of the moon, she was fascinated.

The best kind of attention comes from genuine interest, not promotional pressure. And the start of the season is the perfect time to practice this gentler approach because there's so much natural curiosity about what's happening in gardens and growing spaces.

Five ways to share your spring story

1. Document the anticipation

Spring preparation has natural drama built in. Seeds that may or may not germinate or weather that might cooperate or throw you curveballs. Varieties you're trying for the first time with no guarantee they'll work in your conditions.

Instead of waiting until everything is picture-perfect, share the process while you're in it. "Today I'm sowing sunflowers and crossing my fingers the mice don't find them" is more engaging than a photo of perfect sunflowers in full bloom months later —though there's certainly a place for celebrating the full bloom photos too.

Try this: Take photos of seed packets before you plant them. Share one uncertainty or excitement you have about the growing season. Mention one variety you're trying for the first time and why you chose it.

People connect with the vulnerability of not knowing how things will turn out. Most people can relate to starting something new and hoping it works.

2. Share the small discoveries

Every day in spring brings tiny observations that experienced growers notice but might not think to mention. The first seedlings that are breaking soil, which varieties germinate faster than expected. How the weather is affecting your timing.

These small discoveries are fascinating to people who don't grow flowers themselves. They get a glimpse into the day-to-day reality of what you do, which builds connection and understanding.

Try this: Notice one small thing each day that's different from yesterday. Maybe it's seedlings that weren't there yesterday morning, or buds that are suddenly showing colour, or how the rain affected newly transplanted seedlings.

They  connect with the daily rhythms of paying attention to growing things. It reminds them of their own seasonal observations, even if they're not growing commercially.

3. Explain your seasonal timing

Most people don't understand why certain flowers appear at specific times, or how much planning goes into having blooms ready for particular occasions. Tulips blooming now were planted months ago, while the tulips you see in winter markets were grown in greenhouses with imported bulbs—a completely different timeline and approach.

When you mention that you're planting sweet peas now for summer weddings, or dividing dahlias for late summer flowers, you're educating people about the lead time involved in flower farming. This helps them understand your pricing and appreciate the planning that goes into what you do.

Try this: When you're planting or sowing something, mention when you expect to harvest it and why that timing matters. Connect current activities to future availability.

People connect with understanding the time investment behind beautiful results. It helps them appreciate the skill and planning involved in your work.

4. Tell the variety stories

Every flower variety you choose has a reason behind it. Maybe you selected a particular dahlia because it's exceptionally long-lasting in bouquets. Perhaps you're growing a heritage sweet pea because the fragrance is stronger than modern varieties. Or you chose a specific cosmos because they are such a unique colour.

These variety stories are naturally interesting because they show your expertise and help people understand what makes different flowers special.

Try this: When you plant or photograph a particular variety, share one specific reason you chose it over other options. What problem does it solve or what quality does it offer that others don't?

They connect with understanding that there are real differences between varieties, and that your choices are thoughtful rather than random.

5. Connect to the bigger picture

Your spring preparations connect to larger themes that people care about—sustainability, seasonal eating and living, supporting local businesses, understanding where things come from. You don't need to lecture about these topics, just mention how your choices reflect these values.

When you explain why you save seeds from your best performers, you're talking about sustainability. When you mention planning flowers for the local wedding season, you're talking about community connection. When you share how you're preparing beds with homemade compost, you're talking about regenerative practices.

Try this: When you share what you're doing, briefly mention how it connects to something you care about beyond just growing flowers. What values does this particular practice reflect?

What people connect with: Understanding that flower farming can be about more than just pretty blooms—it's connected to larger questions about how we live and what we support.

Timing your sharing with your season

One thing I've learned from watching successful flower growers is that they share content in rhythm with their actual work, not according to some external posting schedule. The early season is naturally full of shareable moments because so much is happening and changing quickly.

Rather than forcing yourself to post every day, pay attention to when you're genuinely excited or curious about something that's happening. Those moments of authentic interest are when your sharing feels most natural and engaging.

Early spring: Focus on preparation, planning, and anticipation. Seeds, soil preparation, greenhouse activity.

Mid-spring: Document germination, transplanting, and early growth. The transition from potential to actual.

Late spring: Share flowering begins, first harvests, and seasonal availability. The payoff for all that preparation.

This approach means your content naturally varies throughout the season rather than becoming repetitive. You're not trying to manufacture interesting content—you're documenting what's genuinely interesting about your current work.

Why this approach works

When you share stories rather than promotions, people follow along because they're curious about what happens next. They start to understand the seasonal rhythm of your work and anticipate what's coming. This builds a much stronger connection than generic "beautiful flowers available now" posts.

People also share story-based content more readily. It's easier to forward a post about why someone plants by moon phases than to share a sales announcement. Stories spread naturally because they're interesting in their own right.

And here's the subtle magic: when people understand your process and timing, they start to plan around your seasons. They ask when sweet peas will be ready rather than expecting them year-round. They understand why your prices reflect your quality and planning. They become educated customers who appreciate what you do.

Making it sustainable

The beauty of sharing your actual spring story is that you don't need to manufacture content. You're already doing interesting work—you just need to notice which parts of it might be interesting to others.

Keep it simple. Take a photo when something catches your attention. Jot down one thing you learned or observed, share one variety story when you're planting something new.

You're not trying to become an influencer or build a massive following. You're simply letting people who are interested in flowers get a glimpse into the real work of growing them seasonally.

Your flower story matters

Every flower grower's spring story is different because every growing situation, variety selection, and seasonal challenge is unique. Your particular combination of location, varieties, growing methods, and seasonal timing creates a story that only you can tell.

The gentle art of getting noticed isn't about being louder or posting more frequently. It's about creating more moments like my memorial bouquet experience—where your genuine care and quality work speaks for itself and creates customers who become advocates.

Your spring preparations are naturally fascinating to people who love flowers but don't grow them commercially. Trust that your work is already interesting enough. Curiosity does the heavy lifting — no sales pitch needed.

The people who are drawn to your spring story are the people who will become your most understanding and supportive customers—the ones who proudly pass on your details because they genuinely believe in what you're creating.

Gentle marketing isn’t about selling harder — it’s about letting genuine stories travel on their own.

What part of your spring story feels most natural to share?

Are you excited about varieties you're trying for the first time? Fascinated by some aspect of timing or planning? Curious about how this season might be different from last year?

Start there. Share what you're genuinely curious or excited about, and let that natural enthusiasm guide people into understanding what makes your flower growing special.

Written by: Julie Treanor - Owner of The Pickery and co-creator of The Floral Business Activator. A seasonal flower grower who believes the best word-of-mouth marketing happens when customers become genuinely excited about what you're creating.
Follow Julie on Instagram @thepickery