Imagine this:

You ask me what flowers I’m growing in my cut flower garden and I start rattling off the list…

Tulips, daffodils, ranunculus, anemones, hellebores, hyacinths, allium, muscari, euphorbia, sweet peas, stock, peonies, snapdragons, campanula, larkspur, delphinium, nigella, sweet William, yarrow, feverfew, foxglove, zinnia, sunflowers, celosia, atriplex, marigolds, cosmos, scabiosa, amaranth, rudbeckia, lisianthus, statice, dusty miller, eucalyptus, bupleurum, lemon basil, mint, bunny tails, scented geranium, raspberry leaves, goldenrod, dill, dahlias, chrysanthemums, ageratum, gomphrena, verbena, globe thistle, sedum, ornamental kale, strawflower, ammobium, sweet Annie, statice and Chinese lantern…

And your response is probably: “Holy shit. That’s a lot.”

And it is.

Ironically, it’s also the number of peony varieties I grow in my main field: 56. Looking back, I wish I hadn’t done that. If I could rip them all out and start over, I’d…

I’m gearing up to launch my peony subscriptions, and in my last email I asked readers to answer two simple questions. But those two questions were more than just a casual poll—they were a strategic move.

When it comes to creating, offering, or selling a product, gathering feedback before you finalize anything is one of the smartest things you can do. Not only does it help you create a product people actually want, but it also builds connection. When customers feel involved in the process, they feel like they helped create it. And people are more likely to support what they helped shape.

Polls With a Purpose

The poll questions weren’t random. With our peony subscriptions launching in just a couple weeks, I was planting the seed—getting readers to think about what they like in a bouquet and, more subtly, letting them know that our subscriptions even exist without flat-out saying, “Hey, did you know we sell subscriptions?” On the surface, it looks like market research—but really, it’s marketing. Even something as simple as answering a poll gets people more engaged. When they’ve had a say, they’re more likely to care about the outcome—and more likely to tune in when it’s time to buy.

The Red Peony Shock

One of the poll questions was whether people wanted red peonies included in their subscription bouquets. Simple enough, right? Well, I was floored when…

If you took a peek inside my hoop house right now, you might think I’ve transformed into a full-blown nursery. With rows and rows of potted peonies, it certainly looks the part. But that’s not the plan at all. In fact, I never intended to grow peonies in pots. So how did I end up with a hoop house full of them?

Last season—and really, every season before it—I’ve battled botrytis on my peony farm. If you’re not familiar, botrytis is a fungal disease that causes grey mold on plant material. It’s not uncommon, especially on production farms like mine where plants are grown in close quarters.

It’s often recommended to space peonies up to 4’ apart. Well… mine are spaced 2 feet apart within each row, and my rows are spaced 3 feet apart. It’s a tight setup that works well for maximizing space, but unfortunately, it encourages fungal and bacterial issues due to limited airflow.

In past years, I didn’t worry too much about it. The worst of the botrytis usually showed up after harvest, so I never felt the urgency to deal with it. That said, I’ve always had a few varieties along the edge of the field that seem to get hit with it earlier than the others. That particular edge is shaded by tree cover, and I suspect the lack of sunlight creates the perfect environment for botrytis to show up early and often.

This past season though felt different. The botrytis showed up sooner than usual. Maybe it was because the plants are getting bigger. Maybe it was because of the cold, wet spring we had. Either way, now that I’m focusing solely on peonies, I finally have the time to be proactive instead of reactive.

This is especially important this year as I’m also growing potted peonies inside our hoop house. If you’ve ever grown anything in a hoop house, you know it can be a breeding ground for fungi and bacteria. Less airflow + warmer temps = a perfect storm.

So, this season I’m taking a new approach.

Here’s the plan…

Many of us start by spreading the word about our flowers one person at a time—telling a coworker, dropping off a bouquet at a local business, or posting on social media and hoping someone sees it. And while that will get more eyes on your business, I’m all about working smarter, not harder. Instead, what if you found pockets of your ideal customer—groups, spaces, or communities where they’re already gathered—and tapped into those? That’s where real momentum starts.

One of the most overlooked places to do exactly that? Facebook groups.

Facebook Groups: Still One of the Best Free Marketing Tools

If you’ve taken any of my courses or downloaded The Playbook, you know I’m a longtime fan of Facebook groups. They’re how I got my start—and they’re still one of the easiest ways to get eyes on your farm without spending a dime.

Facebook groups are full of built-in communities—moms, gardeners, local shoppers, neighborhood groups, hobbyists, and more. These groups are made up of real people in your area who are already chatting, sharing, and asking questions. And with the right approach, you can show up in these spaces (without being spammy) and let them know your flower business exists.

Let’s talk about how to do that well—and how I’ve used this exact strategy to bring in real customers, not just “likes.”

The Post That Added 197 People to My Email List

I’m gearing up to launch my peony subscriptions in just a few weeks, and my intention right now is to build local awareness and grow my email list. While I have past customers and an existing list, I’m always looking to add new leads—especially right before a launch.