Marketing for Interior Designers... Why It's Not All About You
A talk by Michelle Lynne Pant | Creator, Designed for the Creative Mind
Marketing and interior design is not nearly as easy as it is on HGTV, so I did a presentation for #FOYERTALKS Interior Design 2020 on tips and tricks to apply today!
Watch the video (above) - and here are a few tips taken directly from the presentation:
Use Your You-ness to Stand Out
This is your business, so your marketing needs to have YOU in it! Marketing is pretty straight forward: Figure out what your client wants and then determine how to get it straight to them.
Step 1: Make a list of your unique qualities.
It's awkward, but don't play small - dig in and make a list of these qualities. What are THREE things that make you different from the designer down the street?
Step 2: Create your Ideal Client Profile (ICP)
Give her (or him) a name. What do they do for fun? Who are they?
Step 3: Tell your ICP what they want to hear.
How can you benefit THEM?
What Makes You Special?
Identifying what makes YOU special will attract clients who appreciate you for you... rather than you trying to be somebody else... somebody you think you "should" be.
Write down 3 things that make YOU unique or different from one of your favorite interior designers on social media and expand on that!
TRUTH: "You are the only you that there is. And you are the only you that will ever be." - Jen Sincero, Author "You Are A Badass"
But don't forget that you cannot be all things to all people - don't even try.
Discover Your Ideal Client Profile
When I say get to know your ideal client profile, I mean KNOW THEM. What is their name? How do they dress? What kind of car do they drive? How old are their children? What traits do they have in common? What issues do they have? How can you help them? What benefits can you add to their life?
Do You Know Your Ideal Client Profile?
NOT Knowing Your ICP, your message is:
- Lacking relevance
KNOWING your ICP, your message is:
100% of marketing is knowing what problems our ICP has and "talking" to that!
Get Business by Being Relatable
Your audience wants to know: "What's In It For Me?"
- How will I benefit?
- How is my life going to be better?
- Why should I hire YOU?
Answer their questions!!
Make sure to use your authentic voice, talking to the problems your ICP has.
What your ICP will hear:
- How you relate to their specific problems... and solve them.
- It's NOT just about aesthetics.
- They are not "alone".
People want to work with people who "get them" and understand them. This why it's not "all about you"!!!