GWA 2017 Annual Conference & Expo
Learning Session Presenter
Telling the Story to Sell What We Love
Sunday, August 6 2017 8:30 - 9:30AM
In these times information is everywhere, simply passing on “the facts” isn’t enough. If we’re selling a plant, a business, an organization, or gardening itself, we have to do more. Knowing that people buy from the heart and then justify that purchase with their heads, how can we tell a story that appeals to their feelings and spirit? This talk explains the importance of crafting a tale that is emotional. Whether you’re a writer, speaker, designer, photographer, garden center employee, grower, master gardener or in another horticultural business, you’ll learn specific suggestions for connecting with your customer, heart-to-heart.
About C.L. Fornari
C.L. Fornari is a former artist who fell into garden communications in 1995. She is the author of many articles and seven books. Her latest, The Cocktail Hour Garden, was published by St. Lynn’s Press in 2016.
C.L. is the host of two radio programs on Saturdays, heard on WXTK and WRKO Boston. She speaks to a wide range of audiences, from horticultural professionals to non-gardeners. In addition to speaking, radio, and writing, C.L. blogs and runs a consultation service for Hyannis Country Garden, an independent garden center.
In 2012 C.L. was awarded the Garden Communicator award from the Perennial Plant Association and in 2013 won three awards from the Garden Writers Association. In 2015 C.L. launched the first annual Cape Cod Hydrangea Festival, a ten-day regional celebration of gardens that in the first two years has raised over $70,000.00 for local non-profits.
Her not-so-secret mission is to cultivate a gardening revival…in the meantime, her greatest pleasure comes from walking into her front yard veggie garden in the evening and asking, “What’s for dinner?” She grows multitudes of plants at Poison Ivy Acres on Cape Cod, MA and blogs at GardenLady.com