The B-Side Club · October to December
Our theme for the season:
Don’t Go Quiet
Nobody decides to go quiet. The flowers wind down, and suddenly there’s nothing obvious to say — so the posts slow, then the emails stop, and by March your list hasn’t heard from you since October. Starting up again feels like a whole project. So for three months, we keep talking.
Next live session
We all go out and film on the same day.
If you only make one thing this month, make it this. It’s an hour in October that pays you back every week of the winter.
Live on Zoom · bring your phone
The B-Side B-roll
Thursday 8 October · 9am PT / noon ET
We start together on the call, then everyone walks out to their own field and films while there are still flowers standing. You come back with enough footage for the whole winter, so that in February you’re posting instead of staring at an empty camera roll.
There is nothing to overthink and nothing to prepare. I’ll give you a shot list on the call and tell you exactly what to point your phone at. No plan and no tripod — your phone and your field.
Add it to my calendarCan’t make it live? The replay and the shot list are both posted right after the call — download the list, film on your own, and you’ll have exactly what everyone else has. Everything we do in November uses this footage.
Four prompts, one a week
Four posts, one a week.
One lands in your inbox each week, in this order. They’re all here too — do them in order, work ahead, or skip to whichever fits the week you’re actually having.
Wherever you see xxx, that’s a blank for your own detail — your date, your flowers, your link.
Post 1 · week of 1 October
What I actually do all winter
Attract · the muscle: staying visible when there’s nothing blooming
The idea: your customers think you shut down after frost. Show them you don’t.
Why it works: they genuinely do assume it, and the farms people think of first in May are the ones that never went quiet. This one also travels further than most of your posts, because the answer is interesting to people who have never grown a thing — which makes it one of the few posts that reaches strangers instead of the people already following you.
What to post — six slides:
- “People think flower farmers disappear in the winter.”
- “We don’t. Here’s what actually happens.”
- October — xxx
- December — xxx
- February — xxx
- “This is the part nobody sees. It’s the part that makes May possible.”
Use the same background photo on all six. Don’t go hunting through your camera roll for the perfect one for each slide — that’s where an hour disappears. Nobody has ever failed to buy flowers because a carousel had the same photo behind every slide.
🔥 Hot tip: put the least glamorous thing you do on slide 4. Spreadsheets, bulb invoices, the seed order. People expect pretty and they stop for honest, and the comments on the unglamorous slide are the ones that turn into customers.
Post 2 · week of 8 October
There’s an end date, and nobody knows it but you
Sell · the muscle: saying the window out loud, with your face on it
The idea: tell them the season has an end date.
Why it works: your customers don’t know when you stop. Some think you finished at Labour Day; some think flowers are a grocery-store thing that runs all year. Frost is a real deadline — you don’t have to invent a reason to buy, you just have to say the date.
What to film — twenty-five seconds, phone propped on a bucket, out in the field:
- “If you want flowers from me this year, you’ve got about xxx weeks.”
- “After that we get a frost, and that’s it until May.”
- cut to whatever’s blooming — three or four seconds
- “Right now I’ve got xxx and xxx.”
- back to camera “They’re xxx, and you can get them at xxx.”
- “I probably won’t remind you again.”
Film it once. If you watch it back and hate it, post it anyway — the take you’d have redone four times performs the same as the first one, and the first one is the one that actually gets posted.
🔥 Hot tip: that last line is the ask. It’s funnier and less needy than “don’t miss out,” and dry beats desperate every time.
Post 3 · week of 15 October
October on a flower farm
Nurture · the muscle: being seen without performing
The idea: show the field. Say nothing.
Why it works: people follow a flower farm because they want to look at a flower farm. The reels that do best for most of you are the ones with no talking at all — and it takes the on-camera problem off the table completely.
What to post: twenty to thirty seconds of whatever is already on your phone. Walking a row, cutting, buckets in the back of the truck. One line of text on screen:
- October on a flower farm
That’s the whole post. If you’ve got nothing filmed, walk out tomorrow morning and get thirty seconds. It does not need to be good.
🔥 Hot tip: leave the real sound on — scissors, wind, birds, the truck door. It’s more convincing than a trending track and it costs you nothing.
The email · week of 22 October
The last bouquets of the year
Sell · the muscle: asking your list directly
The idea: tell your list what’s left and when it ends.
Why it works: a selling email doesn’t need to be long or clever. One story, one offer, one date. The story earns the ask and the date is what makes anyone act on it.
What to write:
- One true thing from your week — three or four sentences. The raccoon, the frost warning, the wedding that nearly went wrong. Not a lesson, just a thing that happened.
- “Here’s what’s left this season: xxx”
- “Available until xxx” — a real date
- Exactly how to get them. One instruction, one link.
Don’t add a second thing. One ask per email.
🔥 Hot tip: if you’re stuck on the story, use whatever you’d tell a friend at the end of the day. That’s almost always the right one, and it’s the part people reply to.
Brand new · members only
The B-Side, the podcast.
This is new, and it is only for B-Siders. It isn’t on Apple or Spotify and you won’t find it by searching — a new episode lands every month, just for the people in here. It’s the one part of the club that doesn’t ask anything of you: put it on while you’re harvesting, or driving a delivery.
First episode this month. It lives in the Kajabi app on your phone — this is the one thing you do have to log in for.
Other live sessions this month
Come to what you can.
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Thursday 22 October · 9am PT / noon ET
The coworking hour
— you type the one thing you’re going to finish, cameras go off, and we all work for an hour. No teaching, nothing to prepare, nobody watching you. Most people spend it on the thing that’s been on the list for three weeks: the email that never gets sent, the prices that need raising, the website page nobody has touched since spring. An hour with other people working is worth about four on your own, and none of us knows why.
Add to my calendar -
Tuesday 27 October · 5pm PT / 8pm ET
The Round Table: Put the Farm to Bed, Wake the Marketing Up
— our evening session, one topic a month. This one: what to do with your list and your posting while the field is winding down. Wins, losses, and a couple of hot seats.
Add to my calendar
Most people come to one thing a month, not two. Some months you’ll make all of them; some months you’ll pick one, or none, and that is the club working exactly as intended. Everything is recorded and waiting for you. Please don’t spend one second feeling bad about a session you missed — I have never once looked at who showed up.
How this works, if you’re new or you’ve been away.
- The prompts come to your inbox, one a week. You don’t have to log in to get them.
- The podcast is in the Kajabi app on your phone. Listen while you’re harvesting.
- The live sessions are on this page, and the Zoom link is in the calendar entry.
- The message board is where you ask things. The archive is everything we’ve ever done.
- There is no falling behind in here. This isn’t a course with a module 4 waiting for you. Whatever month you’re in is the month we’re all in — so you can walk back in any week of the year and be completely caught up.
The Zoom link is the same for every session — save it once.
Still to come
November and December.
- November — You Post Mine, I’ll Post Yours. You take the footage you shot in October and make a post for another farmer while she makes one for you. Somehow it’s easy when it isn’t yours.
- December — The Year in Review Workshop. The full Flower Farming for Profit process, the one I used to charge for on its own: your crops, your sales and your goals, worked through properly. You finish with next year written down while this year is still fresh.
Dates for those land in your inbox at the end of October. Nothing to watch for in the meantime.
