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Tag Archives: Jackson Hole

What’s In Your Fall Line Up?

Fashion, décor and TV programming all change with the season. So should your marketing. I’m not suggesting that you should cater to every trend promoted in every home and lifestyle magazine or website (although it’s always good to know who’s influencing your clients’ ideas about design). It’s not your design that needs adjusting. It’s how you promote your services that could use a refresh.

Summer is winding down. We are heading into the fall home buying and redecorating season. Now is the time to start reminding clients that the holidays will be here quicker than they think and to lock in their design project before schedules fill up. They also may not realize how long it will take for that new gourmet appliance or item of custom furniture to arrive. It also wouldn’t hurt to remind them that fall is a busy time for many people with back to work, back to school, events and festivals, and preparations for winter and the holidays. It might be hard for them to squeeze in that DIY project they had planned to get done before Thanksgiving. You can get that done.

Take some time, too, to assess how your business has performed during the first half of the year. If you haven’t been as busy as you’d like, it may be time to rethink your approach or strategy. Demand is high, but many of today’s clients are less interested in paying for design services. They are looking for someone to counsel them in their design choices and to provide knowledgeable guidance about which products and materials to purchase. Retooling your marketing message, your menu of services, and your social media presence may be just the thing to attract new business and end the year on a high note.

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Copyright © 2013 – 2019, Lloyd Princeton. All rights reserved.

Design Management Company –  212.777.5718
Specialists in Consulting, Coaching, and Revenue Generation for Professional Designers and Interior Design Firms.
New York City, Los Angeles, London, San Francisco, Dallas, Cleveland, Chicago, Miami, Aspen, Vail, Jackson Hole, Abu Dhabi and all points near and far.

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Who’s Your Real Ideal Client?

One piece of advice I always give to designers who want help with marketing and growing their business is to identify their “ideal client” and focus their efforts there. No matter how good a designer you are, you can’t be all things to all people. We all have our strengths and our weaknesses, our preferences and our passions. Decide what you like to do and are really good at, and go after that customer.

Let me make a further distinction. When I say “ideal” client I don’t mean “imaginary” client. Some designers take “ideal” to mean their dream client, the one with lots of money who will let them do whatever they want and shower them with praises in the end. By “ideal” client I mean the one who is most likely to pay for your services. That may not be the wealthiest client or the most extravagant client. It is, however, the client that will keep you in business year after year.

Take some time to reflect on your best and favorite projects. Why did those clients want to hire you? What were you able to provide them with that made them so happy with the result? Are there traits they shared in common, such as age, location, income or project budget, taste or style preference, occupation, lifestyle? Create a composite portrait of your best clients and that will guide you in defining your ideal client. Once you have that, you can tailor your marketing, networking, referrals and other outreach there.

But, you say, I want to attract a “better” client. Go for it, but be prepared to make some changes to “up your game” in order to do so. Take a look at who currently has that business and try to figure out what makes them successful. To land your ideal client, you need to be realistic.

LIKE MARKETING TIPS? HAVE THE NEXT ONE DELIVERED –

Instant updates by email.

Copyright © 2013 – 2019, Lloyd Princeton. All rights reserved.

Design Management Company –  212.777.5718
Specialists in Consulting, Coaching, and Revenue Generation for Professional Designers and Interior Design Firms.
New York City, Los Angeles, London, San Francisco, Dallas, Cleveland, Chicago, Miami, Aspen, Vail, Jackson Hole, Abu Dhabi and all points near and far.

Continue reading Who’s Your Real Ideal Client?

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