general writing

The 4 Biggest Mindset Traps of Leveling Up Your Interior Design Business

Have you ever made the decision to grow your interior design business only to suddenly get hit with a crisis of confidence?

As a copywriter for interior designers, my focus is on helping my clients with the words of their brand. That being the case, you might be surprised to know that I often help them with their mindset too!

Designers tend to seek out my services when they’re going through a big change in their business. Either things haven’t been going the way they want, or they’ve reached a plateau and are ready to level up. In both cases, they’re setting different goals, which means they need to attract a different level of clientele.

In turn, that means they need updated messaging that reflects the new vibe and direction of their business and most importantly, resonates with their new ideal client base.

As we work on updating their messaging, we almost inevitably run into some mindset issues.

You’ve probably heard the saying, “What got you here, won’t get you there,” in reference to the need to change your systems, processes, marketing tactics, etc. in order to get your business to the next level.

But consider this–maybe the mindset that got you here isn’t the mindset that can get you there.

If you want to move your business forward, you growing your mindset.

Since I come across this so often, I’ve noticed a trend of 4 really common mindset traps that tend to hold designers back and keep them stuck.

1. The “I just want to help everyone!” mindset trap

You’re not just a talented interior designer, you’re also a great human. You love helping people in general, and are especially fulfilled when you’ve improved a client’s life by elevating their living spaces.

The better you are at what you do, the more people you’re capable of helping because you know exactly what they need and how to make it happen. The problem is, trying to help everyone you’re capable of helping isn’t necessarily good for your business.

Whenever I see a designer offering every design service under the sun, I know it’s most likely because a) they feel compelled to help everyone and b) they’re afraid that if they turn any potential client away, they won’t make enough money to stay afloat (more on this in a bit!).

There’s a saying in marketing: “If you’re trying to appeal to everyone, you’re appealing to no one.” The principle applies here because as long as you’re trying to help every potential client no matter how small their project, you’re not setting yourself up to attract and help your ideal client who can pave the way for your business to grow.

One telltale symptom I see in designers who are falling prey to this mindset trap is that they’re working constantly but don’t have the profits to show for it. This is also a clear indicator that the business isn’t healthy financially and may not be sustainable.

That’s what makes this mindset trap especially tricky! In your desire to help more people, you could end up running yourself ragged and even losing your business so you’re no longer able to help anyone. I know that sounds awful, but the good news is, the remedy is simple (if not always easy).

First, recognize you’re stuck in this mindset trap and you need to make a change.

Then, instead of offering all the services for all the people, narrow it down to just 2-3 service offerings. Offering too many service options–especially lower priced ones–doesn’t feel elite, refined, or exclusive. Higher level clients will interpret your lengthy service lists to mean that you don’t specialize in larger, full-service projects (aka, you may not be the true design expert they’re looking for). C-suite-level executives don’t list their proficiency in Microsoft Word and Excel on their resumes so why are you listing paint color selection and bookshelf styling on your services page?!

The more you hone in on the few services that bring in the most money while allowing you to use your talents to the fullest, the more you’ll resonate with what your ideal prospects want. Sure, you may lose some of the clients with smaller projects and those who can’t or won’t pay fair rates for the value you bring to the table. But you’re freeing up your project calendar and your energy for bigger, better projects and higher level clients. It can feel scary to make this move but if you don’t change something, nothing will ever change. You can always add a lower level service back into the mix if you really need to.

Here’s another pro-tip: When offering lower-level services, be careful that you aren’t inadvertently giving clients a way around needing your full-service offer. If there’s a cheaper way for them to get the same thing from you, not only are you cannibalizing your full-service offer but you’re also being unfair to your full-service clients.

While the “I just want to help everyone” mindset is full of the best intentions, it’s not healthy for you or your business. Remember that just because you CAN help someone doesn’t mean you SHOULD!

2. The comparison mindset trap

Who among us doesn’t deal with this one at least every now and then?!

“Comparison-itis” is such a common mindset trap to slip into. With other designers’ social media posts constantly in front of you, it’s just too easy to compare yourself to their shiny accomplishments, fancy vacations, and picture-perfect businesses.

But you have to remember that you’re only seeing a highly curated version of their reality–not the whole picture. True story: Once my across-the-street neighbor called over to me from his driveway. I couldn’t hear what he was saying so he walked across to my yard. Then he said, “Hm. Well, I was asking you how you got your grass so green but it actually doesn’t look as green up close.” Literally and figuratively, the grass may seem greener over there, but up close it might look a whole lot like the grass under your own feet!

Here’s the thing–you have to focus on running your own race and ignore what’s happening for other designers around you. Every business grows and blossoms at different times and in different ways. The best way to grow your own is to take actions each day that can actually move it forward–and that doesn’t include making yourself miserable by comparing yourself to others.

Keep in mind that no other designer compares to you because they AREN’T YOU. They don’t have your specific set of talents and skills, your expertise and experience, or your unique perspective and personality. And because you infuse all of that into your creative work and the client experience you provide, what you offer is incomparable too!

At the end of the day, we’re each on our own unique path. Run your own race, work your own plan, and trust that you’re doing exactly what you’re supposed to be doing.

3. The scarcity mindset trap

Oh boy, is this a tough one and I have to admit that it’s a struggle for me.

It’s all about the belief that there’s not enough for you.

Not enough money.

Not enough clients.

Not enough time.

Not enough opportunities to move you forward.

Scarcity mindset involves focusing on what you don’t have and an underlying belief that you’ll never have what you want and need. It can bring with it feelings of fear, desperation, and hopelessness.

I often see this show up in my interior designer clients in the form of being afraid to embrace messaging that speaks to a specific clientele, as mentioned earlier. When you’re operating from a scarcity mindset, you’re willing to take any project that comes along, even if it’s low-paying, high-maintenance, and counterproductive to helping you achieve your goals.

When you recognize you’re stuck in a scarcity mindset, get yourself out of it by focusing on the fact that the devastating scarcity you fear is in your mind and not how things really are. The reality is that there’s plenty of work, money, and time to go around and you are just as worthy of abundance as everyone else!

4. The imposter syndrome mindset trap

Whew! This is a common one! It might even be the most prevalent mindset trap for entrepreneurs and business owners.

I see this all the time in the designers I work with when they’re trying to level up their business and want to attract bigger and better projects.

Saying you specialize in multi-room and whole-home projects when you don’t yet have the portfolio to back it up can feel disingenuous. The same goes for listing an upscale location in your service area when you haven’t had any projects there yet.

But if you want to level up, you have to say exactly what you want to provide and represent yourself as qualified to provide it. The idea is to lead with what you want to attract–not with what you already have (and I can assure you there are ways you can do this that aren’t dishonest and that make sense to your prospects–as long as you don’t let your mindset hold you back!)

The stakes are pretty high here because if you don’t lead with what you want in your messaging, you’ll just keep getting more of the same (low paying, high-maintenance projects that don’t let you grow your business).

The key is to make sure your mindset and your messaging match what you want to attract!

I’ll be honest–for most of us, imposter syndrome never fully goes away. But with practice, you can learn how to face it head on and process through it more quickly each time it comes up.

When you really think about it, all of these mindset traps revolve around the stories we tell ourselves. They’re not rooted in the truth even though they feel completely real and utterly inescapable when we’re in the midst of them. Break free from these traps, and watch your design business hit next-level growth!

When I work with my clients to help them move past these sticking points, not only in their messaging, but also within their own minds, we really start to see some magic happen in their businesses! They start hitting new goals, and attracting the clients they’ve been dreaming about working with.

If this is resonating with where you’re at, you don’t have to figure all of this out alone. I’m here to encourage you and be a cheerleader for your business. I help you dream your dreams even during the times that you can’t quite see them.

You can contact me here to schedule a free discovery call, to see if I may be able to help you with your brand’s messaging and your mindset!

How to Never Waste Money on Hiring the Wrong Writer for Your Brand (Spoiler Alert: Hire a Copywriter!)

9/04/24 by Deb Mitchell

If you’re like most of my clients, you probably wrote the copy for your first website yourself–and you certainly won’t get any shade from me for that.

In fact, I think it’s important to spend time working with paying clients at the start of your business before you invest money in developing your brand message. There’s just too much learning and evolving that happens in that first year or two of being in business to be able to solidify messaging.

But once you’ve been in business for a while, the time will come when you realize that your original messaging and copy needs to go. It makes total sense that as you evolve as a person, designer, and business owner, your brand messaging will need to evolve with you. You always want the voice of your brand to reflect where you currently are while also reaching to the next level you’re aiming for. And so, as you uplevel, your brand messaging needs to grow, as well.

You may even find yourself at that point right now and thinking you don’t want to DIY it again. Even if you had the time (which you don’t!), you know you don’t have the expertise to take your messaging and copy to the next level. You’ve been there, tried it yourself, and now you know it’s an outside job!

But once you decide it’s time to hire someone to write your website copy for you, it then becomes a question of WHO you should hire.

Believe me, you don’t want just any writer to be responsible for the words of your business (the one that you’ve worked SO HARD to build!).

That may seem super obvious, but I’m pointing it out because I find there’s often a disconnect with what it truly takes to write truly good copy. A lot of smart, well-intentioned business owners simply don’t know that there’s a massive difference between writing and copywriting–and that a professional copywriter is the only kind of writer that can give them the transformational results they’re looking for.

So how is copywriting different?

Copywriting is much more than just ‘good’ writing. It’s a strategic marketing and advertising profession that requires extensive training and practice. Copywriters need to be great writers who also understand the psychological aspects of marketing and communication, and know how to navigate best practices for standard and digital marketing.

It actually isn’t like any other form of writing. Being a good writer is only a starting point, but it’s only part of being a good copywriter who can write effective copy.

That’s why I cringe a little when designers tell me things like, “I’m a pretty good writer so I think I can handle my copy myself,” or “My web guy says he used to write movies so he can write the copy.” (True story!)

It’s not that I think these folks are going to write BAD copy with misspelled words and commas in all the wrong places. It’s that they don’t know what I know about copywriting, including methods of subtle persuasion, psychological and emotional strategies, and even how to leverage SEO and UX/UI principles. Even if they write copy that sounds fine, they aren’t going to be able to create copy that does everything it can and should do to attract their ideal clients, earn their trust, and give them a meaningful experience that moves them to reach out.

It’s no different than when people tell you they’ll handle their home’s design themselves. Even if they have great taste, they aren’t trained professionals with all of the knowledge and resources you have at your disposal. While you’re equipped to help them achieve all their goals and then some, their own abilities can only get them so far.

Good copywriting is about more than just sounding professional & polished

Taking it even further, I don’t just believe you should hire a professional copywriter–I believe you should hire a professional copywriter who specializes in writing for interior designers.

This is because there are so many nuances involved in marketing for the design industry. It’s luxury but it’s also high-touch and highly personal; it’s a service but it also involves selling products; it’s your personal lifestyle brand but it also needs to center around your clients’ wants and needs (not to mention the many regional nuances in aesthetics and home markets).

There’s no room for error here. You can’t hire a pro writer who’s used to writing for law practices and accountants and expect them to understand you and your clients. No matter how good they are at what they do, this is different. What you need from a writer is highly specialized.

You wouldn’t go to a heart surgeon to get a facelift or a house painter to commission a piece of original art, would you? Then why would you hire someone who doesn’t specialize in the design industry for your brand’s website copy?!

Even if you try to bring them up to speed on your needs, they’re not likely to be able to create messaging that sounds authentic to you and resonates perfectly with your ideal clients as they wrestle with writing for an industry they’re not familiar with.

While any professional writer worth their salt should be able to give you web copy that’s professional and polished, that’s just barely scratching the surface on what you actually need.

Truly good interior design copywriting is about:

Having a deep understanding of the nuances of marketing for the interior design industry and leveraging that knowledge to your advantage in your copy.
Strategically creating messaging that clearly and authentically articulates your values and who you are as a designer, so that you’ll attract clients and projects that are aligned with you on a deeper level (this makes for happier, more successful projects for everyone involved!).
Implementing integrity-filled, subtly persuasive messaging that gets right-fit clients to say ‘yes’ to hiring you, while subliminally deterring wrong-fit clients from inquiring
Using strong empathy skills to understand your ideal clients, speak their language in your messaging, and connect with them on a deeper level, forming lasting relationships with them BEFORE you’ve ever even spoken with them

Your brand messaging plays a MASSIVE role in how you experience working in your business. The words on your website can (and should!) do so much more than just sound pretty. If written with expertise and skill, they have the power to attract ideal clients who are excited to pay top dollar for your services, and to repel wrong-fit clients who would end up being a nightmare to work with and costing you money in the end. This kind of messaging is truly make or break when it comes to building a profitable business you love vs. unintentionally building one that drains the life and profit out of you!

Good copywriting isn’t about stopping at sounding polished and professional. It’s about getting you in the room with the right people–your ideal clients. Because that affects everything else in your business and your life!

4 ways to tell if a copywriter can give you killer copy for your interior design website

So now you know you need a trusted expert who knows your industry and your ideal clients really well–what they’re looking for in a designer, what they need to hear to trust you, and what language to use to connect with them. You want to be 100% sure you’re investing in the right writer and not just wasting your hard-earned money!

But with the stakes so high, how in the world do you figure out who the best person is for the job? Don’t worry! I’ve got you covered with 4 questions to ask any writers you’re considering to help determine if a copywriter is right for you.

Before hiring someone, look at samples of interior designers’ websites they’ve written copy for and ask yourself:

“What does your process look like?”

If it doesn’t involve asking you lots and lots of questions to understand exactly who you are, what your goals are for your business, and what your ideal clients really care about when it comes to hiring an interior designer, RUN! Even the best writers aren’t mind readers so if you want copy and messaging that reflects the ethos of your brand, they need to get everything about your business out of your head. Otherwise, they’ll be writing an essentially fictional representation of what they think your brand should be (in some ways, this is what PR writing is but it won’t help you connect with your ideal clients in a meaningful way and get you hired).

“Can you show me examples of your work with other interior designers?”

Sometimes amazing examples might not be on a writer’s website because they were hired as ghost writers, BUT they’re permitted to show you the work individually offline. And like you, we writers don’t always get our most recent projects up on our sites in a timely fashion! Look for clear, compelling brand messages; a strong sense of the type of client the designer wants to work with and the kinds of projects they’re looking to attract; and an easy to follow hierarchy of messaging throughout the site, with no confusing or conflicting messaging and not poorly organized information because a confused prospect never buys!

“What kinds of clients and projects do you most love to work with?”

If they love working with newbies but you’ve been in the biz for 20 years, it may not be a great match. The same goes if they like writing only for new websites but you’re looking to get new copy for your existing website or if their process requires more time from you than you’re able to give.

“What kinds of changes have your clients seen in their businesses after working with you?”

If the only thing a writer can promise you is new copy, something’s wrong. A good copywriter will be able to point to transformations and growth in their clients’ businesses such as attracting more and better clients; being able to articulate more clearly and confidently about their business on- and offline; attracting attention from the press; earning speaking engagements, etc. Copywriting is a marketing and communications service that helps you level up your interior design business in multiple ways, making it well worth the investment!

I hope that clears up any confusion you may have had about the differences between writing and copywriting, as well as shedding light on why hiring a pro who specializes in the interior design industry is the best way to never waste money on hiring the wrong writer for your brand again!

If you’re looking for an experienced pro copywriter who specializes in the interior design industry to help you level up your website messaging, I’ve got you!

Contact me here to get started with a free chat about your needs and goals, and to determine if we’re a perfect fit!

This is Why You’re Struggling to Write Your Webcopy Yourself

6/20/24 by Deb Mitchell

You understand your interior design business better than anyone else. You’re super smart. Your creative instincts are on point and you know your ideal clients really well.

You might be clear on what you think sounds good in other brands’ webcopy. And you may even consider yourself a decent writer. Yet, when it comes to writing the words for your brand, it feels like you always come up short.

You may have tried to write your own webcopy many times over the years, but you never really nailed it. Even just answering questions about your brand in a clear, succinct way so someone else can write your copy for you isn’t working.

And it’s not like you haven’t given it your best efforts. You’ve followed advice from all the gurus, listened to all the podcasts, done all the workshops, and taken all the courses. But all you really have to show for it is a collection of patchworked together messaging and copy you’re not convinced is saying all the right things to all the right potential clients. (All of this sounding familiar? Spoiler alert: You’re not alone!)

You’re up against a few issues here: You understand you need to be talking up your brand but you don’t want to sound braggy. You want to entice people to hire you but you’re afraid of coming across as too salesy. You want your words to feel authentic and unique to you but you’re worried it will all just end up sounding like a copy and paste of what your competitors say about themselves.

You may even be feeling like something’s wrong with you–after all, it shouldn’t be this hard to find the right words for your own brand, should it?!

I can assure you there’s absolutely nothing wrong with you, but I totally get it–it’s maddening to be so good at running your design business while struggling so hard to nail down your messaging!

But before you sign up for yet another course, or worse, let your inner bully tell you all about how bad you are at this, I’m here to tell you that not being able to write your own messaging and website copy is completely normal. I mean it! As a copywriter for interior designers, I come across this ALL THE TIME with my clients. In fact, it’s actually a universal struggle for most business owners–and they all think they’re the problem!

You’re too close to your own business

So why IS it so hard to write your own brand messaging and website copy? Well, one of the primary reasons is that you’re simply too close to your own business.

While it’d be great if you could just cut through all the noise in your head and figure out clear, perfect messaging on your own, that’s just not realistic for most business owners.There’s no shame in your lack of prowess in this area, so please stop beating yourself up! It’s not because you’re not smart enough. It’s not even because you’re not a good writer. It’s just because you’re too close to your business to have the perspective you need.

I always say it’s like trying to cut your own hair (how can you get the back section when you can’t see it?!) or like trying to read the label from inside the jar. You’re too in it to be able to see it the way people on the outside do.

It’s the same reason why we can only see some truths in hindsight. There are limits to what you can see and understand from inside a circumstance.

There’s just no way around it: Developing effective messaging–the kind that captures and presents the essence of your brand in a way that resonates with your ideal clients–requires the top-to-bottom, inside and out, 360-degree view only an outsider can provide.

You don’t realize all of the value you provide

I’ve found that a major reason it’s hard for designers to develop their own messaging is that they provide value to their clients left and right without even realizing they’re doing it.

You see, when you’re great at what you do, you tend to do it almost instinctively. You’re making a thousand high-stakes decisions and navigating your clients toward smart project choices, but you’re doing it so fast and it a lot of it seems so obvious and simple to you that you don’t think you’re doing anything particularly special. But you most certainly are!

If you could slow things down and look at every piece of what you’re doing from your clients’ perspective, you’d see not only how impressive your instinctive work is to them but also how much they value your insights.

It’s uncomfortable to promote yourself

Imagine being tasked with standing up on stage in front of your interior design industry peers and ideal clients, and having to give a speech about what makes you special and great to work with. Yikes! That would be just a smidge uncomfy, wouldn’t it?!

That’s basically what you might feel like when writing your website copy. It just feels weird to ‘sing your own praises’–especially if you grew up in a family that emphasized humility.

I talk my clients through this issue all the time. They’re good, down-to-earth people and they don’t want to come across as braggy, which I totally get. But their websites need to be marketing-worthy in order to promote them as the best choice for their ideal clients.

So how do we find a balance that promotes you and your design firm without sounding braggy?

When we work together, I create messaging that showcases what sets you apart and makes you an expert, while keeping your brand appealing for your ideal clients. We highlight your ideal clients without downplaying your skills. We make you sound confident and capable without coming across like a jerk. We make you shine without showboating!

Even former marketing professionals struggle to write their own brand messaging (So it’s definitely not just you!)

Story time! I once worked with a designer who had previously been the head of marketing for a large corporate company before changing careers and launching her own interior design firm.

She’d handled all her own messaging and marketing, including her website copy, for about five years before calling me.

She said she was feeling super frustrated that she still wasn’t attracting the right kinds of clients, and was at a loss for what was going wrong. She kept getting people who didn’t want full-service design; they only wanted her to handle pieces and parts or they wanted her access to trade-only products. And the ones who did hire her to design whole spaces for them were nightmare clients who micromanaged her and questioned every invoice.

My client was miserable! She knew exactly who she wanted to work with, but her attempts to speak to them in her copy were falling flat. She said she felt like a complete failure as a marketer and as a designer. Heartbreaking, right? (Don’t worry; this story has a happy ending.)

I told her that (even though it was crappy) her experience was completely NORMAL. Killer marketing background or no, it’s all different when it’s your biz. I told her every business owner loses perspective on what their clients need to hear. And I told her that’s why I believe they all need an outside expert to come in and translate; to help edit their thoughts and ideas, and create effective messaging.

She felt so relieved it wasn’t just her, and that she didn’t have to figure it out alone!

By partnering together to get it all out of her head and off her shoulders, I was able to:

Determine language and messaging that would resonate with her ideal clients on a deep level to help them feel understood by her.
Create messaging that communicates the value of her full-service design offer, and how it benefits her clients vs. having someone just do pieces and parts of their projects.
Set boundaries with her messaging so that my client doesn’t have to do it. This put out stop signs for the wrong clients and welcome mats for the right ones!

Today this client feels empowered to talk about her interior design business in a clear, engaging way that makes sense for her goals. Her messaging is now working for her, not against her.

Having an interior design copywriter create your brand messaging & webcopy for you is a totally different experience from going it alone

I’ve worked with so many interior designers and I’ve heard all about their struggles to write their own messaging and webcopy. If I could, I’d shout from the rooftops that they don’t have to put themselves through all of that and, most importantly, that not being able to do it alone doesn’t make them bad business owners.

They just need help from someone ‘outside the jar’!

Working with a knowledgeable, experienced, interior design copywriter who specializes in brand messaging is a game-changing experience.

So when you and I work together, it looks like this:

I help you get everything out of your head and sift through it. I read the label on the jar from the outside.
I don’t throw away all the messaging work you’ve already done. Instead, I take it all into account as we consider what’s going to help you reach your goals.
Because I understand this industry, I’m qualified to help you think through your offers, your pricing, your positioning, etc. You don’t have to come to me with fully-baked decisions in order to get your copy done!
I make sure the messaging we create aligns with the perfect-fit clients you’re looking to attract, and the dream business you’re looking to build.

If you’re tired of struggling to create your own brand messaging, and want strong, cohesive, memorable messaging that reaches out and grabs your ideal client, then we need to chat!

The first step is my signature service, the Message LevelUp. So many designers get a ton of clarity out of this process, even if they don’t engage me for any of my other services.

Let’s hop on a call and see if Message LevelUp sounds like the help you’ve been needing!

3 Ways Interior Designers Can Build Trust Online

5/09/24 by Deb Mitchell

It’s easy for people to trust you once they get to know you, but how do you get clients to say “yes” to your interior design services before you’ve even met?

In my work with interior designers, I know this is one of the biggest challenges they come up against. A client’s trust in you usually builds over time as your relationship grows and as positive interactions solidify their confidence in you.

But when you’re marketing your design business, you’re really starting from a place of zero trust with each potential client. To even get the chance to start a working relationship with them, you need their trust. It’s a chicken and egg kind of proposition!

So what’s the best way to begin earning the trust of strangers online? How do you get a “yes” before they actually know you?

For me, that’s a three-pronged effort. You need to prove your credibility, show your unique personality, and speak directly to your ideal client’s needs for them to begin trusting you enough to hire you.

1. Prove your credibility (but don’t stop at ‘polished and professional’)

As an interior design copywriter, I’ve noticed that a lot of interior design websites get this wrong. They believe that if they have a beautiful website that gives them a polished and professional online presence, they can cross “building trust” off their marketing to-do list, and wait for the client inquiries to start rolling in.

But I’m here to tell you it doesn’t quite work that way. I’ve worked with SO MANY designers with those exact kinds of sites that were getting them zero clients, and here’s why: While looking professional and polished is one important piece of establishing credibility, it only gets your brand so far.

A polished, professional site may show that you’re a real designer, which is great; but your prospects need to know more. Simply meeting the most basic industry standards of professionalism isn’t enough for people to pick you over the next designer.

So, yes, you need to show them that you’re a credible professional. That gives clients a baseline of trust. But your online presence should also convey what makes you stand out from your competition, and what that really means for your clients when you work together.

Here’s the thing to remember when it comes to building trust as an interior designer–your clients aren’t only inviting you into their home; they’re actually entrusting it to you. Don’t they deserve to know more about you and how you’re going to give them a positive experience and an amazing outcome before they think about bringing you on?

To be clear, your potential clients not only need a clear understanding of what makes you YOU, but also how it would benefit them if you work together.

It’s only then that they can make an informed decision on whether or not they trust you with their project.

2. Show your unique personality

Fun fact: Once upon a time, before I became a copywriter for interior designers, I used to help high school students write their college application essays. These local kids all came from similar backgrounds, and each one would tell me that they weren’t different; that they didn’t have a unique “story.”

But after digging deep into who each kid actually was, I always found what made them unique. Interestingly, it wasn’t necessary for them to have a unique upbringing or any amazing story to help them stand out. It was usually their perspectives that made them unique. I came up with an interview process that pulled this info out of them. (If you’ve ever worked with or raised teenagers, you can imagine how hard that was haha!)

I didn’t know it at the time, but that planted the seeds of what’s now my signature service for interior designers, the Message LevelUp.*

Customization makes all the difference

Think of this whole process like the difference between buying a builder-grade track home vs. working with a designer, architect, and builder to create a fully custom home. You get the picture! It’s a no-brainer as to which is sure to fit you to a ‘t.’

Of course, you can get generic interior design messaging that sounds professional, but it’s not going to make you stand out and be memorable in the minds of your dream clients.

People need an emotional connection to you through your online presence before trusting you and reaching out. They need to get a taste of who you are and what it’s like to work with you. Creating website messaging that’s customized to you, while speaking directly to your ideal client, is how we give them that experience and spark a connection.

3. Speak directly to your ideal client’s needs

Wouldn’t it be nice if clients contacted you already knowing that–not only are you the real deal as far as professional designers go–but also that they love your personality, fully trust your creative decisions, and know beyond any shadow of a doubt that you’re worth every penny and more?!

This is what the power of knowing your ideal clients on a deep level can do.

This is why in my Message LevelUp process, we dig deep to figure out the needs of your specific market, and what your ideal clients want from a designer. Then we show your value by talking about how you do that better than anyone.

Hire a copywriter who specializes in the interior design niche

When I come across interior design website copy that’s been written by a web designer or a writer who doesn’t specialize in the design industry, I know it immediately.

They all tend to sound alike, even though they’re trying hard to make the designer sound unique.

One reason for this is because web designers usually approach the task of writing your copy by asking you what makes you unique, and then creating web copy that relays your words verbatim. But unfortunately, that doesn’t take your ideal clients into account at all.

I get it. They do it this way because it’s usually the easiest path to getting accurate information from their clients. That may work great if they’re writing copy for an accountant or an attorney, but the interior design industry is different.

You need to remember that most web designers and writers are not marketing pros who are experts at differentiating you from your competition. They don’t know the nuances of the design industry so any copy they create for you is likely to be pretty generic no matter how you slice it.

And if you’re thinking of writing your copy yourself, just know that it can be tough to create your own brand messaging, because you’re too close to your own business. I always say, “It’s like being inside the jar and trying to read the label.” You need a third party–someone who’s outside the jar and can clearly read the label for you.

Specifically, you need an interior design copywriter who’s not inside your business, but who knows this industry like the back of their hand.

Here’s what it looks like when I work with you as my client:

I ask you questions to get everything about your design business out of your head.
I sort through it all and run everything through my marketing filter.
I weave together messaging that not only accurately represents who you are, but also aligns with your clients and what they care about.

This process goes much deeper than just scratching the surface by asking you to describe yourself and your work. It leads us to messaging that’s completely custom-tailored to you and the clients you want to serve. Approaching your messaging this way means we can’t help but differentiate you and communicate your value!

With this type of messaging, you craft an experience for your ideal clients. After reading your website copy, they feel like they really know you. But it’s not just a one-way connection. Your words make them feel seen, heard, and understood. So after checking out your site, they feel like you also know them.

And a foundation of trust is formed.

See how this powerful method goes beyond creating copy that’s simply polished and professional to work brand messaging magic as it lets your prospects get to know, like, and trust you?! Woohoo! That’s the stuff, baby!

If this sounds like what you want for your interior design business’s website and marketing materials, contact me to chat about getting started with a Message LevelUp* session!

*Level up your messaging

My Message LevelUp service includes a 2-hour deep-dive interview process, as well as a detailed written report of all my findings, called the Message LevelUp Roadmap. This service requires absolutely zero prep work from you as my client, so you get to kick back and talk about what lights you up, while I do all the detective work.

I created Message LevelUp because when copywriting for interior designers is done right, it’s not a one-size-fits-all product. And just like with the graduating seniors, I knew that my interior design clients would be best served with a process that gives me a 360° view of them and their business, so I can create elevated, tailor-made messaging that levels up their brand.

During the process I ask lots of questions like:

What’s working?
What’s NOT working?
What kind of clients are you attracting?
What kind of clients are you actually WANTING to attract?
What important lessons have you learned?
What/who inspires you the most?

We go down rabbit trails and see where they lead. I’m looking for the differentiator that you don’t even know matters, but that I know is highly marketable.

So much of what you already do that makes you super valuable as an interior designer, is just automatic. You don’t even realize the brilliance you’re offering, because it’s so second nature; you’re simply following your gut instincts. I use my process to uncover these hidden gems, polish them up, and put them on display for your potential clients.

Differentiate to Dominate: A Game-Changing Brand Strategy Approach for Interior Designers

4/04/24 by Deb Mitchell

Let’s face it – The interior design industry is a crowded marketplace and you need all the help you can get to stand out in it.

When prospects come across your website, the last thing you want to be is forgettable. You want the messaging of your brand to stand out, make a big impression, and grab the attention of your ideal clients so that you can own your market and dominate the field!

When I was in middle school, I went through a fashion phase that was inspired by the pages of Seventeen magazine. While everyone else was sporting edgy hair band tees and jeans, I was the girl in preppy sweater sets and loafers. You can imagine how much I stood out – Everyone knew who I was. Not so great in middle school, but EXACTLY what you want in the design industry!

I see a lot of designers falling into the trap of sounding like everyone else. They feel pressure to use the same designer-y words that other designers are using, because they think this keeps them on par and professional. But staying on par with what everyone else is doing is no way to stake your claim in the industry!

You want to show your ideal clients that you’re the absolute perfect designer for them, and that’s not going to happen by using vanilla-sounding language. You’re never going to stand out by wearing the same “hair band tees and jeans” as everyone else; you need to figure out what your “sweater sets and loafers” are, and nail that down in your messaging!

The better your brand messaging captures the magic of your unique essence, the better it’ll match you with the clients that fit your vibe.

And figuring out how you can authentically stand out from the crowd, is how you start to dominate the market.

Why differentiation is the key to brand messaging that stands out

If you asked me for a tried and true way to make your messaging “YOU”, I’d tell you the key is to focus on differentiation.

When I work with designers to create their website copy, uncovering their differentiators is my number one priority!

So what exactly are brand differentiators? They’re the features of your business that are unique enough to set you apart from the competition and resonate with your ideal clients.

Differentiators often show up in areas like:

Your aesthetic
Your background
The client experience you deliver
Your personality
Your processes
Your service offerings/specialization
The ideal client you serve

After working with interior designers for nearly a decade, I know differentiating yourself might feel a little daunting. As much as you want to stand out, you may also feel pressure to have a website that looks and feels just like everyone else’s–especially the big names in the industry (if I had a dollar for every time a client told me they want their site to be ‘just like Kelly Wearstler’s!’).

Or, you may worry that if you differentiate yourself too much, you might scare away certain clients, and you don’t think you can afford to do that just yet.

If that sounds like you, I get it, but I also know that these fears are unfounded. You’re far more likely to lose business by failing to stand out from the crowd in the first place than you are by repelling a few potential clients (who aren’t a great fit for you anyway!) because you differentiate yourself.

When you have killer brand messaging that’s built around your differentiators, that’s when you see your business really start to reach new heights!

Every designer has differentiators–no exceptions

Think you don’t have any real differentiators? You’re not alone. I’ve worked with many designers who started out thinking they weren’t special or unique in any way. But in nearly a decade of working with designers, I have yet to meet a single one who didn’t have their very own unique key differentiators.

Whether big or small, everyone has something that can make them stand out and attract the attention of their ideal clients. It’s just a matter of uncovering what that is and working it into their brand messaging.

Differentiators attract ideal clients and deter wrong-fit clients

One of the things I love most about leveraging differentiators in my clients’ brand strategies is that they pull double duty! First, differentiators put out a welcome mat for your dream-fit clients. When your messaging is crystal clear on who you best serve and why, it’s like lighting the way for your ideal clients to find you.

Secondly, and just as importantly, your differentiators also put up a big red stop sign for the clients that are less than ideal for you.

Again, even though it may seem scary, this is a good thing because wrong-fit clients tend to suck up your valuable time and can be difficult to please. They can even wind up costing you money in the end.

How to Figure out Your Differentiators

Because the approach I use centers around differentiation, we focus on finding all the ways–big and small–that you’re different from other designers, and how you’re the perfect designer for your ideal clients. While my process is pretty extensive as we dig deep into your background, your goals, and your talents to find your unique differentiators, it all boils down to two basic steps.

Step 1 – Understand your ideal clients on a deeper level

It’s not enough to know that your ideal clients have the budget to afford your services and that they want stylish, functional spaces. You need to understand your clients on a deeper level so you can better speak to their needs in your marketing. When you’re able to connect in this way, showing them you really understand them, you get hired.

Things like what your ideal clients are looking for in an interior designer, what scares them about hiring a designer, and what makes you the ideal designer for them, are what you’re looking for here.

Another important thing to think through is how your process and services match with what clients in your area are looking for. For example, is there a lot of new construction underway in your area, or is remodeling existing homes more so what’s happening? Do other designers in your area advertise a fast-tracked, wham-bam-thank-you-ma’am approach to design while you offer a true white glove, concierge-level service clients there are clamoring for?

The last thing you want is to lean on differentiators that your market simply won’t support so make sure you’re leading with what clients near you are looking for.

Step 2 – Determine what makes you unique

Sometimes designers assume that if they want to stand out, they have to create a super specific niche.

But I’m here to tell you that even if you don’t specialize solely in designing playrooms for children of rock stars or using your Ph.D. in astronomy to create designs that capitalize on night sky views, no worries.

Differentiating yourself doesn’t have to mean niching at all. You can still stand out based on what’s authentic to you.

When I’m brainstorming with my clients about their differentiators, I’m asking questions like:

Is there something unique or counterintuitive about your designs?
What do you give your ideal clients that they wouldn’t get with another designer?
What do your ideal clients have in common with each other?
Is there something unique about your background or experience?
Is there one project type you prefer over others?
What part of your business’s client experience are you most proud of?
What positive feedback do you consistently receive about your work?

This 2-step approach works because it relies on who you actually are, and what you really want for your business; not what other designers are doing. It’s rooted in getting you in the room with the right kinds of clients who’ll value and appreciate you–and most importantly, who believe you’re worth every penny!

Some Dos and Don’ts of Interior Design Brand Differentiation

After years of experience working with interior designers, I’ve got differentiation down to a science. Here are some tips for using it in your own brand strategy.

The Don’ts

Don’t try to be different just for the sake of being different. This will only lead you down a path of focusing on the wrong things, leading to inauthentic vibes that won’t feel good to anyone. Your clients will be turned off, and you won’t be proud of your messaging.
Don’t try to reinvent the wheel. The terminology you use for your services and processes can and should be similar to the market standard so clients can have an apples-to-apples comparison. This is one area where trying to look different can actually diminish your credibility. Potential clients may get confused, or worse, conclude that you don’t know what you’re talking about because you’re speaking a different language from other designers they see online.

The Dos

Do keep your ideal clients in mind at all times. It’s all about the client. I’m not joking. Keep them at the heart of your messaging at all times, including choosing your differentiators. What differences matter most to them? What do they care about? If you think you have a differentiator but it doesn’t make any difference to your ideal clients, it won’t be valuable in your messaging.
Do communicate your differentiators with confidence. Don’t be afraid to really shine. Your confidence is what makes you stand out, commands the attention of prospective clients, and makes them feel like they’re in the capable hands of a trustworthy professional. Many of the designers I work with are lovely, humble people and they struggle with feeling ‘braggy’ when highlighting their uniqueness in their messaging. But if there was ever a time to toot your own horn, it’s in your brand messaging. Plus, being worried you might be bragging is a sure sign you have absolutely nothing to worry about!

When you use my “Differentiate to Dominate” brand strategy, you stand out in all the right ways. You position yourself to get in front of your perfect-fit clients and lay the foundation for a lasting connection with them. I believe in this method for good reason–I’ve seen it help my clients dominate their market of the industry again and again for over a decade.

Are you ready to uplevel your brand messaging by uncovering your differentiators, but don’t want to go it alone? We need to talk! Contact me to chat about working on it together! And in the meantime, check out my Easy Guide to Finding Your Brand Differentiators.

How to get paid what you’re worth as an interior designer: The secret behind raising your prices effectively

12/20/23 by Deb Mitchell

If you’ve had just about enough of feeling like you give your clients your all but you’re still not seeing the financial fruits of your labor, you’re definitely not alone.

I talk to interior designers all the time who struggle with this. I’ve also heard lots of coaches and experts tell designers the answer is to know their own worth and raise their prices.

And while I agree with that, it’s actually only part of the solution.

When it comes down to it, charging higher prices will only work if you can also attract clients who will trust you and value your work enough to pay those prices.

So how do you do that? With killer brand messaging!

Here’s how to get it!

Give your prospects a taste of what it’s like to work with you

Even though you’re selling a service, at the end of the day, your clients are entering into a relationship with you. Because interior design is such a high-touch type of service and because it involves their home, your clients must make themselves incredibly vulnerable to you, and that’s really scary.

While you know exactly what kind of a person you are and how you treat your clients, new prospects have no idea what to expect from you. If you really put yourself in their shoes, you’re expecting them to reach out to you and tell them about themselves, their project, and maybe even their budget, give you all of their contact information, and ask for an initial call with you when they don’t know you AT ALL. That’s a lot, especially when you consider that most of us don’t even want to give just our email address to get an opt-in freebie!

You can overcome all of their reluctance through your messaging by letting them get a feel for who you are and what it’s like to work with you.

Show your personality in your brand voice and choice of words. State your unique point of view on the aspects of your work that matter most to your ideal clients–and don’t be afraid of turning some people off. As long as you’re not openly insulting, telling prospects what you believe about design, serving your clients, and so on is just part of letting them get to know you.

If your approach isn’t what someone wants, they’re not going to value you and want to pay you what you’re worth anyway, so let them walk away. The whole point of this exercise is to get you away from low-paying clients. Trust your brand messaging to do its job by repelling the wrong clients and attracting the right ones.

Show your ideal clients you ‘get’ them

The absolute most important job of your brand messaging is to show your ideal clients that you understand them on a deep level.

Don’t get caught in the trap of making your messaging all about yourself. Even your bio should keep the spotlight on your ideal clients by angling the facts about you and your background, design philosophy, etc. toward how it all benefits them in the end.

By making them feel seen and heard in your website copy, social media posts, etc., you’ll help prospects self-identify as your ideal clients and start to earn their trust (remember, as I said above, this is crucial for being paid what you’re worth!).

Paint a picture of the full value you bring to your clients’ projects

Listen, I know you want your project images to speak for themselves and do all the work of attracting your ideal clients. But the fact is, there are just some things your photography simply can’t convey.

You and I both know that you bring so much more value to your clients’ projects than just beautiful aesthetic results. You make their spaces functional and practical for how your clients want to live in their homes. You educate them and help them make smart, infomed design decisions. You advocate for them with their builders and contractors. You shield them from all the daily stress of their projects. You handle the B.S. so they don’t have to!

That’s all incredibly valuable to your ideal clients. Your photography doesn’t speak to any of that. It’s not really fair to expect your prospects to extrapolate all of that behind-the-scenes work and value from your pretty pictures because they don’t know how to do what you do. If you don’t have brand messaging that tells them, you’re not painting the picture fully of why your (newly higher) prices are what they are.

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Getting paid what you’re really worth is about more than just raising your prices. It’s about creating brand messaging that gives prospects a view into who you are and what it’s like to work with you so that ideal clients feel safe to reach out and not-so-ideal clients know to opt out, shows your ideal clients you understand them on a deep level so that you earn their trust, and paints a picture of the full value you bring to your clients’ projects so that they see everything they’re getting when they hire you.

With that kind of killer brand messaging in place, you might be surprised how quickly you’re able to fill your pipeline and raise your prices all over again!

Want help building brand messaging and website copy that attracts your ideal clients and gets you paid what you’re worth? Let’s chat!

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