10/04/2025
I realised recently that many of you know me as a florist turned copywriter, but did you know I was actually a copywriter BEFORE I made the quarter-life career change to floristry?
On the surface, florist and copywriter seem like two completely different careers.
But having now come full circle and back to the words I love so much, I’m able to see that what made me a good florist is the same thing that makes me a good writer.
Feeling.
No matter the brief or the craft, it’s all just feelings. Interpreting them, understanding them, expressing them.
The first thing I always said to my wedding clients was “Don’t think about how you want your day to look just yet. How do you want it to feel?”
I remember the relief in the room every time I said that. The self consciousness of not knowing what flowers were in season or what colours would match the bridesmaids just melted away.
Yes I would later go on to recommend a bunch of specific colours and flower varieties for their special day. But what I was really doing was helping them express who they are and how they loved each other. The flowers were just the medium.
The same goes for copywriting. Before I think about the words I use, I think about the feeling.
✨ How do your customers feel when they shop with your brand?
✨ How do they feel when they engage with your content?
✨ How do they feel when something goes wrong or you make a mistake?
✨ More importantly, how do you WANT them to feel?
Whether it’s flowers or words, brides or brands, it’s all just feelings. Different craft, same heart.
KJ x
P.S Your answers to my polls on stories were SO HELPFUL. Can’t wait to bring you my first ✨Find your Voice✨ email challenge! It’s not too late to add your email to the mailing list. Head to stories and drop it in the question box. I’ll let you know as soon as the challenge is ready!
