FEATURED ON THIS EPISODE:

INTERIOR DESIGNER’S GUIDE TO CONSTRUCTION MANAGEMENT

WHAT YOU WILL LEARN IN THIS EPISODE:

WHY YOU CAN’T BE A DESIGNER FOR THE MASSES

MISTAKES I SEE DESIGNERS MAKING ON THEIR WEBSITES

HOW DO YOU COME UP WITH YOUR OWN SOUNDBITE?

---

I am a luxury interior designer, construction expert, and industry educator. That’s my sound bite. What is your soundbite? 

I was recently reminded of just how critical it is while doing college application essays. And just like these students have a few minutes to make a first impression in front of a stranger, we’re in that same role when we are introducing ourselves, our businesses, and our services to clients or industry partners. Getting it right at the beginning sets you on a stronger path to develop the relationship. It’s just that simple.

When a designer reaches out to me, the very first thing I do is jump on their website. I want to know who they are, where they’re located in the world, and what they’re up to. And I assume if they’re reaching out to me, it has something to do with construction projects. 

I know I’ve shared before how many times I go on these websites, and I can’t find that service. Or, I find it buried amongst all these other services. If I’m confused and I know what I’m looking for, there’s no way that potential clients and/or industry partners aren’t confused as well. 

Don’t go beat yourself up if this is you. I didn’t have a succinct soundbite until a couple of years ago. 

But what I did do, is I realized I had the ability to make a better first impression. If I was out and about in personal or professional capacity and someone asked what I did for a living, I would say, “I’m an interior designer.” More often than not the conversation would either then end or I’d hear about their mother, beorther, sister, who was becoming an interior designer or etc. etc. 

Then I started switching it up, and I would say, “I’m an interior designer, and I have a focus on construction management.”  Instantly the conversation would change. Most of the time, it was a little bit of a gobsmacked moment. They’d be like, “What?” Because honestly, they werne’t really listening or invested in hearing what I did for a living. They’d say, “Wait, what does that mean? I didn’t know interior designers did that.” 

And just like that we’d have a much stronger path for me to educate them. And whether they were going to hire me or not, it was just to educate them that low and behold, interior designers can manage construction projects. 

Other professionals have figured that out as well. It further defines them. It gives a point of reference for someone to relate to.

So, having our soundbite is critical. 

And then you must be consistent with it. 

When I created my soundbite, I had to look at all my platforms, and I mean all of them and have the exact same messaging across all those boards because you do not know how someone is going to look you up. 

You want your messaging crystal clear – no room for interpretation. This is your business. You are promoting yourself. 

Getting your messaging clear and succinct and keeping it consistent will do half the work for you. Because what you want is for a client to remember who you are and what you do and understand how they can utilize your services. 

Another mistake I see is designers offering a menu on websites. 

I’ll find 6 or 7 services. From full-service interior design to construction management, or some version of that terminology depending on where you live, to designer for the day, to e-design services, and on and on and on. What you will find if you are running a small business is that you will be an interior designer for the masses. 

Figure out what it is you love most and lean into that. 

If you offer a client everything, they don’t know how to fully use your services. It weakens your standing and it waters down your level of expertise. 

How do you come up with your own soundbite?

I get this can be overwhelming. I am not good at looking in the mirror and describing myself. It is important for you to understand who you are, where your expertise lies, and how to communicate that to a client or an industry partner. Otherwise, you will empower them to define you for themselves. They might get it right, but likely, they’ll get it partially right, and that’s where you can control the narrative. 

I started by writing down what I liked doing. It did change over time. Not only because my interests changed but because I was exposed to bigger and better projects and also because of my timing in life. I now have older children. I’m capable of working more hours. But, I also have this podcast, and I’ve developed my course. ADD COURSE HERE So I need to leave time for all of this, and of course some personal time. 

So you’re going to come up with who you are or who you want to be next. And then you’re going to practice it. 

For me, this is when I get dressed in the morning. I look in the mirror. I might say it out loud. I adjust how I like it to flow. I also practice follow up questions. If someone asks me what it means after saying I’m an interior designer specializing in construction management. They really don’t want a 10-minute dialogue. They want another soundbite. Practice this. Roll play what you think some follow-up questions will be and get those follow-up soundbites nailed down.

Then you make your messaging consistent on all pages that have your name and your business name needs to have your soundbite. So when an architect is researching you this will convey the confidence in what you are saying to them and therefore what they are saying to their client. 

By doing that, you are building a strong, cohesive brand.

Guess what happened after I developed my soundbite? I started turning down projects. I probably turned down 5+ projects this calendar year alone. If yo udon’t think I was scared wittless you’re crazy. But now it is leaving room for the projects that I AM looking for. 

I would love to hear your soundbites! Send me an email at renee@devignierdesign.com or shoot me a dm on social media! We are much stronger together, and this is a way we can connect even further.