I’m a firm believer that writing is simply an intentional form of communication. But when it comes to writing for your interior design business, it can be difficult to know what to communicate that will really help you stand out from other designers (and ultimately attract your ideal clients).
When tackling any writing project for my designer clients, I start by building a brand messaging foundation that revolves around their key differentiators. Your key differentiators will cause your ideal clients to pause, build rapport with you, and trust you to design their dream space.
So exactly what are key differentiators?
Simply put, they’re the “wow factors” of your business that set you apart in the industry. Even iconic brands began by knowing exactly who they were and what made them different before they were able to win millions of loyal clients or customers.
In fact, before Coco Chanel was world-renowned, she set to work creating an awe-inspiring, aspirational brand. Any fashion brand could design a jacket or a handbag. But Coco created an all-encompassing and unforgettable brand, distinguished in large part by her aesthetic (which, of course, was cutting edge at the time).
In order to be irreplaceable one must always be different. – Coco Chanel
Of course, there are endless lessons we can learn from Coco, but the point here is that it pays to determine your key differentiators. When you know what makes your brand and services unique, you position yourself to reach your ideal clients. Who knows? Maybe you have your own “little black dress” that sets your designs apart from other designers. Figuring out what your key differentiators are will allow you to discover your “wow factor.” And trust me, everyone has that, even if you don’t think you do.
Why Key Differentiators Matter to Your Ideal Clients
Discovering precisely what makes your approach to serving your clients unique, desirable, and valuable is an incredible business asset. It’s what empowers you to communicate confidently about your business no matter who you’re talking (or writing) to.
That’s exactly why identifying key differentiators is a huge part of the Brand Messaging Strategy process I guide my clients through.
Why is it so important? Because your key differentiators are the direct cause of your client’s satisfaction and their willingness to refer you to others.
Examples of Key Differentiators
You may be wondering how to find your specific differentiators. You can start by downloading my free Brand Differentiators worksheet.
Knowing what your key differentiators are not may also help you to pinpoint what they are.
Here are some examples of not-key-differentiators:
“I design unique/beautiful/luxurious spaces.”
“I’m passionate about interior design.”
“I design for families.”
I’m not saying those things aren’t relevant at all or that they shouldn’t be in your website copy. I’m just saying they probably don’t make you stand out as different from other designers.
I’m also not saying you need to have a crazy-unique story or do something no one else is doing in design to have great differentiators. Sure, some designers have something really different about them personally or about their design work, or the niche they serve. But most designers don’t have that kind of built-in differentiator to lean on.
Digging into the specifics of how you serve your clients and show up for them is key to finding and developing something that gives your business character and makes your services desirable. Instead, you want to define the who, what, where, why, or how of your services.
A key differentiating factor of your business may look like this, “I bring my clients closer to nature by bringing organic textures, natural elements, and whenever possible, stunning outdoor views into their homes’ designs.”
The difference is like night and day, right?! Potential clients want to know what makes your services worth paying for. When key differentiators are readily available in your copy across all marketing platforms, you’re providing them the answer to that question before they have time to doubt your value.
The truly unique aspects of your business aren’t always easy to unearth on your own. The primary struggle of clients who come to me either for my Brand Messaging Strategy Service or my Website Copywriting Service is that they need help digging up and conveying what makes them stand out to their ideal clients.
Seeing my clients get a “spark” when they realize, for the first time, what makes them truly unique and that they have their very own special “wow” factor (not to mention being able to verbalize it all) is the most rewarding aspect of what I do. It’s absolutely incredible seeing people connect their vision and their “why!” It changes everything about how they show up in their business.
Knowing your differentiators is an important part of knowing your business and it’s well worth investing in. It will help your ideal clients find you and make them fall in love with you before you’ve ever even met!