I’m about to ask you to do something that may seem counter-intuitive to all the other marketing advice, tips and strategies you’ve heard before; and it could influence the success or failure of your interior design business right now.
I want you to STOP trying to work with everyone and anyone that asks about your services. What? Yep, that’s right.
This concept is a core principle and it should be at the very foundation of all your marketing – including Pinterest, Facebook, Twitter and your blog. As a matter of fact, it’s the first step I teach my coaching clients in my proprietary system “7 Steps to Attracting Big Budget Clients” TM.
And, believe it or not, it’s one of the hardest things for my clients to grasp when we first start working together. So you are not alone if you struggle with this concept.
But… before we continue, let’s talk a bit about what might constitute an ideal client. And I want you to really think about and dream about this. Could it be those who:
- YOU really enjoy working with THEM
- they really need you and value your expertise
- recognize that working with YOU is essential over any other designer
- are easy to identify and reach
- happily pay your rates, without negotiating
- get great results from working with you
- are willing to provide compelling testimonials
- refer their friends to you over and over again
So… tell the truth… If you had your choice, wouldn’t you rather have a business that ONLY works with these types of clients? (Believe me, it’s a lot more fun.)
Your question might be… So Barbara, how do you work with these fabulous clients on a regular, consistent basis?
1. You must STOP working with anyone and everyone just because it’s ‘good money’.
2. You absolutely must STOP marketing to anyone and everyone and start targeting a specific audience (these fabulous clients). When you target the masses as your potential client, they have a hard time differentiating you from other interior designers in your area. It’s impossible to create a ‘generic’ marketing message that will also be specific enough to compel the amazing clients to contact you. And if you have too many ‘different’ marketing messages it will confuse them.
So as a result…
a. You’ll have a generic, watered down message that doesn’t really speak to anyone in particular.
b. You certainly won’t stand out from other designers in your area
c. If you do get called, they will decide on what designer to go with based on price, markup, etc.
Is that what you want? I’m guessing not. So here’s your choice…
a. Yummy clients that pay what your worth, want to work with you only and tell all their friends how amazing you are.
b. A multitude of tire kickers, price shoppers and people who try to get you down to the lowest they can on your rates and doing the least amount of work possible.
I don’t know about you… but that is a very clear indicator for me. No two ways about it. I want the cream of the crop for my services. I’ll take A please. How about you?
If this resonates with you, or you are struggling with attracting those ideal, high paying, yummy clients for your interior design business, why don’t we set up a 15 – 20 minute call and we’ll see if I can help. Send me an email at Barbara@HighDollarDesigner.com