Interior design business entrepreneurs – delish design biz CEO’s – for more reasons than I can name, you are rock stars, so talented, and one S.M.A.R.T. group.

Despite all of this – for the designers I coach to uplevel revenue AND business peace of mind –  I’m always amazed at the widespread confusion on the SINGLE KEY to maximize pipeline and revenue.

And without this one crucial puzzle piece – all your other marketing efforts fall flat.

Like making a vodka tonic with flat tonic.

But the problem is not you. The problem is this:

Design schools ignore it. Certification Programs don’t have the time for it. Business coaches don’t get it.

Nobody who even tries to teach it or teaches it well.

I know, because I had to learn and master it in another industry entirely – and then perfect it on my own for our industry. But I solved it. And today, designers I coach soar when I teach it to them too.

SO – what do you guess this “vital -pipeline-filling component is?

• Social media? Important, but not it.
• Your beautiful design work? Super important, but no.
• Your ability to put a gotta-have it, kick ass proposal Infront of a client? Very important, but not it. And another blog.
• Your marketing channels? Mega important. Not it. Also, another blog.

Whatever you think it is…it’s not it.

The #1 crucial revenue-thriving component missing for 99% of interior design biz owners is this…

The ability to distill your services, into language that is:

• clear, compelling, and juicy

• that defines your services, or you/your brand, in a way that distinguishes you from the competition – and –

• is incredibly clear, concise and enticing to prospective clients.

That was a mouthful. I hope the bullet points helped. 🙂

For design entrepreneurs, most of whom are in, “general language purgatory” – getting your arms around powerful marketing lingo seems daunting.

It isn’t.

However, this IS a big, powerful lesson and discussion I have with my designers in Module 1 of my Successful Design Biz Academy that is “game changing” for them.

Let me try to give you a Reader’s Digest version. I’ll unpack it with a few truths about running what I call a “tremendously Profit Proud (happy bank account, happy you) interior design business”.

1) You don’t design for a living. YOU. SELL. DESIGN. FOR. A. LIVING. Accept this or close shop.

2) 99% of your competitors use incredibly generic, “me-too” language to describe what they do. A few examples follow:

• We design beautiful spaces. (Generic. Every designer does this.)
• We design memorable spaces that make you feel good. (Also commonly used. This is actually, “romance language,” that you can use when speaking about your specific “thing”).

3) Generic lingo is general and is true for most, it not all, designers and their offerings.

4) Romance language is flowery language. It’s great back-up to other marketing ideas, but it’s not “the thing” I’m talking about here.

5) Simplicity, clarity, and specificity of message are critical.

6) Stated in benefit-driven terms, what your target client understands and wants is a must.

The last 2 items will also begin to define your niche (Niching! Another blog😉 ).

Most of all, getting out of generic, me-too lingo about what you do, about your services and company, is what will make it abundantly clear why a client prospect will want to contact you, instead of Jane Doe Designs.

You’ll stand apart – and above – the sea of competitors.

In part 2 of this blog series, I’ll reveal some pointers about HOW to craft this for your company. So, stay tuned.

Xo! D

For more support in creating and running your most successful interior design business, grab a copy of my free, in-depth free checklist: The Successful Design Biz Checklist. It is a safety net for any design business and yours as my gift! 

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