As a design professional, how can you create high-quality content and but at the same time avoid the DIY people who learn from you and then decide to do it themselves?
For some time ago I received a great question from one of the interior designers in my tribe, namely how to create high-quality content to attract future customers without giving too much away? And in this particular industry, when the Internet is full of possibilities for ordering the same products that used to be only available for the design professionals, I feel this is a topic that touches many other designers too
For us who work in product design, the problem is not quite as big since most of our customers can’t manufacture the same products we offer. However, we have so many competitors and our customers easily can find similar products online, often at a lower price point. This beats me every time we launch something because within seconds there are big retailers and brands creating and selling similar styles at no price at all. In this case, I believe in building a strong brand and a loyal fan base.
But let’s talk about the content that an interior designer as a service provider can produce and how to do it in a way that attracts the potential customers, without increasing the amount of DIY:ers.
First, let’s talk about why to create content in the first place!
The whole point of creating content is to demonstrate how valuable your services are. Your knowledge, expertise, and connections are highly valuable for your ideal clients. It is elementary to show what you can, and share your knowledge, but you can do it in ways that also demonstrates the complexity of interior design and the services you provide.
What kind of content works, you might ask?
Everything you do, from the images online, to postings, blogs, videos, sales materials – it’s all content. It’s there to attract your dream clients and communicate your brand message and positioning.
Now, let’s talk about this…
What is it you sell, exactly?
Many interior designers think that they sell their creative vision regarding designing a beautiful space, but the actual value you provide might be something different. It could be that your value is in the actual service of project managing, sourcing and taking take of the whole process of renovation or what complex project you’re working on. The actual design and vision part might be a small compared to the savings in time and money when you offload the work from your customers’ shoulders.
This is what you need to demonstrate
I also believe that the more you share with your audience, the more attractive you become for them. The people who come to your website or email list only to learn things and then implement themselves are not your ideal customers anyway. And most people have not time or capacity to implement the things you write about anyhow.
As a service provider, it’s elementary to demonstrate the value of your services and create the like and trust between you and your potential customers. When they understand what value you actually bring to their lives, they will want to work with you.
This, of course, requires that the potential client has the need for your services. In most cases people who find their way to your website or social media, they are not actively looking to hire a designer; but rather just looking for inspiration and information for the future use.
But in order to be the one who actually wins the customers when she/he is ready to hire someone, you must make sure that you’re on top her mind, at the right time. This is best done by continuously giving value to them.
If you look at different service providers, you will notice that many of them offer a lot of things for free, and that might feel contradictory to what you’ve learned about working for free? But in most cases, the actual value they provide, and the actual service or product they provide is something that becomes a necessity once the customers have received something for free.
Think about what is your real core offer, and create content that you can share without giving away your core, and make sure that your content leads to the next step which clearly demonstrates the complexity of DIY:ing it, and also the real value you can provide your customers.