As an interior designer, your business has undoubtedly begun shifting to fit this new work-from-home normal. You’re scrambling to transition your business model to include eDesign and remote interior design services. And if this wasn’t enough to juggle, you’ve also got to figure out how to market those new remote design services.
If you’ve got a solid email list, blog, or social media following, that’s a great place to start.
But even then...what do you SAY?
How do you successfully communicate your new virtual interior design business model to potential clients? And in a way that not only informs, but makes them say “Hell yes!” to remote design?
Well, pull up a cozy chair, friend. Pour yourself a little cuppa tea. (Or rosé.)
I’ve got five copywriting and marketing tips here to help you promote your new eDesign services.
1. Explain All the Benefits of Virtual Interior Design Services
As businesses have quickly shifted online, many digital services and experiences — while amazing — can feel like a sad consolation prize for consumers. It’s easy for potential clients to compare the before and after and, ultimately, see lack instead of opportunity.
So, when you introduce your new eDesign program, focus on all the positives they might have missed. AND, most importantly, do it in a way that’s highly personalized to your reader.
Yes, it's important to share the basics: what you're up to, how your interior design business is adapting, and what your new process looks like. BUT... your readers will only be engaged — and ultimately, compelled to buy — if you show them exactly how this digital design shift adds value for them.
To do this, always write in the first person and make 'you' statements, like:
We're eager to serve you better by...
This means you get...
Now I’m better able to help you...
Our virtual interior design process can show you exactly how…
This writing style transforms a yawn-inducing encyclopedia entry about virtual interior design into content marketing that makes clients eager to learn more. It enables readers to envision themselves actually using — and loving — your remote interior design services. When they can envision it for themselves, clients are much more likely to say “Yes please!” to your offer.
2. Don't Make Assumptions
You've spent countless hours ironing out all the kinks to launch your new virtual design program. You know this process front and back. But sometimes, when a concept is SO familiar to you, it's easy to assume your clients are on the same page.
For most readers, this will be the first time they've ever considered virtual interior design services. They'll likely need a little convincing that remote interior design can work for them and their unique space. This is not a time to get super salesy. You’re not trying to convince but illustrate. Be authentic and upfront about your process:
What do your new remote design services entail?
How are they different from the in-person interior design experience?
What does the distance design process look like?
What can your clients expect in terms of timeline and budget?
Keep tip number one in your mind as you answer these questions — what’s in it for them? How is all of this actually a good thing? What does this enable you to provide that you maybe didn’t before?
Some great ways to address these questions are:
Adding an FAQ page to your website (with remote design as your first topic)
Creating a page that's specific to your new virtual interior design process (be sure to add a button at the top of your homepage to direct people there right away!)
Summarizing your new eDesign services in a newsletter
Starting an email campaign to get subscribers excited about all your remote interior design program has to offer
Whether it's on your blog, website, or social media channels; lay out exactly how you’re approaching interior design remotely, and how it directly benefits your clients.
3. Anticipate and Address Potential Objections to Remote Design
Again, you've likely honed this process over the past few weeks (or longer if remote interior design work has always been a part of your business model). While you can explain the process clearly, it's also important to understand and address your potential clients' biases and concerns BEFORE they ask.
Because most readers won't ask. They'll take a glance, decide it's probably not right for them because (fill-in-the-blank), click that little X in the corner, and move along. Keep your potential clients on the page! Make them feel understood, prove your expertise, and address their hangups and head on.
Touching on your readers’ pain points:
Shows that you've done your homework
Builds clients’ confidence
Gives you a great opportunity to highlight all those amazing eDesign services and benefits
Makes them feel understood — and forges connection at a time when we could all use some
By doing these things, you show your readers that you've poured time, energy, and thought into their specific needs, desires, and fears. And that you’re up to the challenge.
It’s been said that "people don't buy from companies, they buy from people.” Show potential clients your humanity here. Share your own initial concerns with the eDesign process and what you've learned along the way. Give your reader a chance to connect with you on a personal level while also showing all your hard-earned expertise.
4. Have a Heart to Heart
A tried and true copywriting technique is to focus your writing down to address one single person. Your absolute best, number-one-favorite, dreamiest client. I know this seems counter-intuitive. Especially now, when you’re trying to get your virtual design offer in front of as many eyes as possible.
But writing for everyone is essentially writing for no one.
Tailoring your content to a super-specific audience allows you to connect powerfully to the RIGHT PEOPLE because they feel deeply understood.
So, who is your dream client? Name her. Give her a backstory. Ask yourself:
What are her design dilemmas? Her budget?
What are her hang-ups, her inherent biases, her concerns?
What are her pain points? How could your remote design services solve her problems?
Why does interior design matter to her?
What goals does she envision for her home?
When you write blog posts or marketing materials, write to her and her alone. In my website copywriting process, I walk clients through an in-depth version of this exercise. It provides so much insight into them, their business, and their target audience. I've also found it helps my copywriting clients better understand their own ideal client.
This work isn’t something many entrepreneurs stop to do. We falsely believe that if we zoom in, we’re leaving potential clients out. But, honing in on one dream client is a powerful exercise that will help you speak more clearly to your target audience. And it will definitely help you write more effective marketing content.
Tailor-made content connects with more ideal clients than generic one-size-fits-all writing ever could. So as you sit down to write about your new eDesign services, imagine you’re explaining them over a cup of coffee with your number one client.
5. Don't Shy Away from Promoting Your Virtual Interior Design Services
It can feel icky to sell, period. And in a time of collective crisis mode, especially so. I completely understand that, and I feel it too. But you know firsthand the power of a well-designed space. You've seen the psychological benefits it can offer.
The work you do matters.
People are confined to spaces that may not resonate with them. That may not serve them, their family, or their lifestyle well. You are in a unique situation; a place to bring joy and comfort to people who could use more of both. What a gift. Share it!
To be timid right now means you aren't reaching people who could really benefit from what you offer.
So reach out! There's no need for aggressive sales tactics, spammy offers, or pushy vibes. Great copywriting is about making the reader feel understood. It's about genuine connection and getting the right products or services into the right hands. Ethical salesmanship is always a win-win.
So take some time to shore up your new remote interior design offerings, and then tell the world about them. Your reach just massively expanded. The number of people you can help with your interior design expertise just increased 10-, 100-, even 1,000-fold. So go find your people and serve them well. I’m rooting for you!
As an interior design copywriter, I help interior designers reach their dream clients through aligned brand messaging and custom website copy. If you have questions about copywriting or best practices to market your interior design business, I'd love to help. Shoot me an email anytime!