Why Your Dream Clients Are Ghosting You (and What a New York Pretzel Has to Do With It)

“whenever we haven’t got enough information to make decisions for ourselves, we have a habit of copying the behaviour of those around us”

This was so evident last July, my partner and I spent a few weeks in New York, bouncing between boroughs, walking for miles, absorbing everything—the energy, the sounds, the smells of hot pretzels and subway steam (questionable, but iconic).

Inevitably, after hours of exploring, we’d get hungry. And without fail, we’d find ourselves scanning for a place to eat, wandering through restaurant-heavy streets, trying to narrow down our choices.

And you know what we did every single time?

We gravitated toward the place with the crowd out front.

Not consciously. Not because we knew the food was good. But because when we don’t have enough information to make a confident decision, we copy the behavioUr of those around us.

A packed doorway, a line stretching down the block, a buzz of people waiting for a table—our brains saw it as a shortcut to certainty. If everyone else is eating here, it must be good.

And yet, at home? I never do this. I don’t need to. I already know where’s good to eat. I have my trusted spots, my go-to favourites. I don’t need the crowd to tell me what’s worth my time.

That’s social proof in action.

Whether it’s restaurants in a foreign city or choosing a florist for your wedding—people look to others when they’re unsure. They rely on signals like demand, testimonials, and recommendations because they don’t yet have the confidence to make the decision alone.

So if you’re wondering why your inquiries feel slow, why your dream clients seem hesitant—ask yourself: Are you showing them that other people trust you? That your business is “the busy restaurant” in your industry?

Because once they know, they won’t need the crowd. They’ll just know you’re the right choice.

So if you're tired of feeling like the quiet café no one's noticing—while the florist down the road has a line out the door—maybe it's not your talent that's missing, it's your visibility.

Inside Wildflower Academy, we show you how to become the place with the crowd out front—with real strategies, real support, and zero fluff.

✨ The fastest-growing florists in the industry aren’t doing this alone. Join them inside Wildflower Academy—we’ve saved you a seat.

Ash

xx