2024 Color of the Year from Dutch Boy Paints (Wait, wut? Already?!?)

Well, the dance has begun, folks. Paint manufacturers have already begun to announce their 2024 Color of the Year: with more than four months to go until the New Year!

Trying to get a jump on the competition is one thing but, when everyone jumps at the same time – nothing but confusion can follow. Never fear, for we are here to help reduce the clutter.

Dutch Boy’s “Ironside” Paint Color of the Year

One of the first to jump is Dutch Boy Paints who, according to DesignersToday.com, have gone “deep and dark for color of the year”. The paint has been named “Ironside, [and is] a deep olive shade with dark undertones that creates a level of comfortable sophistication.”

“As dark shades become more appreciated in the home, this deep olive is versatile in wide-open spaces or enclosed comfy places, reflecting well-being from all angles, according to Dutch Boy,” wrote Product Editor Lauren Roses.

Quoting Ashley Banbury, NCIDQ and color marketing manager for Dutch Boy, we learn their thinking behind this intriguing color as the foundation for numerous palettes from the manufacturer:

“Creating a space for wellness should be a driving factor in everyday life,” she said. “That’s why taking a natural approach to healthy living and safe spaces is a pivotal part of the current landscape. Dutch Boy Paints’ 2024 One-Coat Color of the Year – the stunning, strong Ironside – incorporates all the above in one bold color and can be applied in one single coat.” (emphasis added)

Complementary Color Palettes from Dutch Boy Paints

Of course, every paint manufacturer offers a spread of choices, based on their chosen Color of the Year. In this way, they can offer a palette of colors that can be used by designers and homeowners to make a particular statement or enhance the feel of a chosen space.

• Embrace Palette - As homeowners place an emphasis on the comfort of slowing down, the Embrace Palette focuses on self-care and wellness. Shades include Antique White, Whale’s Tail, and Heritage Brown.

• Inspire Palette - Personal expression and creative outlets have become therapeutic. Bold uses of pattern, color, and curated spaces in this color palette create self-inspired trends and environments. Explore color by combining shades like Ultra White, Pineapple Flan, and Strawberry Shade.

• Retreat Palette - The Retreat color palette is intended to give peace of mind while taking extra personal time. Ironside is the color that ties Sanded Grout, Wild Orange, and Antiquated Olive together, bringing both cleanliness and warmth to the home.

Without a doubt, we’ll be hearing about and seeing many more offerings from many more paint manufacturers about their 2024 Color of the Year. As we do, we’ll be sharing them with you.

A quick cautionary note: Don’t be surprised by the variety of colors, some of which will definitely contrast with others.

As always, Ted remains available for business consulting to the trade, whether you have questions about colors or basic business practices. Simply… Contact TD Fall today.

Interior Design Business Administration Tasks – The Big Yuck!

Perhaps the biggest headache for small design firm owners – and small business owners in general – are the administrative tasks that must be handled. After all, you got into this business to explore and put to use your creative side, not to be pulled into interior design business administration tasks every day, instead.

Luckily, there is help available. From services like ADP and Paychex that manage payroll to Virtual Business Support Services and Virtual Assistants (VA), you can get your payroll taken care of, along with a myriad of other admin tasks. From HR to marketing and from helping to put in place policy and procedure manuals to client follow-up, VA support services can handle all of it for you at huge savings over the time you’re spending right now.

De-yucking the Big Yuck

An eye-opening article at BusinessOfHome.com brought clarity to the issues that small design firm owners run into frequently:

“Ten years ago, Penny Francis didn’t think she needed an employee manual—or dedicated HR resources, or a formal goal review process, for that matter. But when interviewing job candidates, the founder of the New Orleans–based firm Eclectic Home found herself reinventing the wheel each time and realized that there had to be a better way. ‘I was lacking consistent policies, procedures, and interview resources,’ says Francis. “I needed steps for documenting and following up with both hired and non-hired job applicants.’

“Francis was already using Paychex to manage payroll; when she realized that the company offered a human resources administration service as an add-on, she signed up. The process required some upfront time and energy but paid off exponentially. ‘After a few days of working with their consultant to help them understand my business’s needs, they created a supervisor’s manual and another manual for staff interviewing and selection. Each manual provides resources, forms, and state-specific compliance laws, along with procedures, sample letters, and forms for easy implementation.’”

Your Time is Your Greatest Asset

Current admin cost: What are your time, energy, training, and talents worth? Because right now, YOU are your greatest business admin expense. In other words, whatever you charge your design clients for your time, be it $150, $200, or $300 per hour, has to be included in the overall project price you quote them.

Now take that number, let’s pick $225 per, and multiply it by the time you spend on these tasks. Spending just 15 hours a month on admin is $3375 a month down the drain. Or, $40,500 per year. (It’s likely closer to 20 hours per month at five a week, but we’ll stick with the number we used.)

Dang! What could any small business owner do with that kind of extra cash every year? Not to mention the time you’ll save for doing what you love – interior design!

From hiring and firing to ordering products, creating estimates, and billing clients, the value of the time you spend on admin currently is almost inestimable. Getting help with the drudgery and time-suck that is business administration can only benefit your design business, and you.

Recall that our guide and mentor, Ted Fall, remains available for business consulting to the trade. He also has contacts with virtual business support firms that are dynamite at helping take the business administration load off the shoulders of small business owners. Feel free to… Get in touch with TD Fall today.

Client Retention Tips #2: Use Video to Re-engage Past Clients Emotionally

Give ‘em the feels!!!

Video will Re-engage Past Clients on an Emotional Level

Video engages your audience on a visceral and emotional level that most text and imagery simply can’t achieve. With video, you can make multiple impressions in a minimal amount of time. You can literally communicate in seconds what it might take minutes to read – minutes that your audience may not be otherwise willing to invest in your content.

Here are 5 ideas for easy-to-produce keep-in-touch videos that you can use to re-engage with past clients or clients who’ve gone dormant:

1.      Educational tips and techniques videos – Everyone loves to get free stuff. Sharing high-value information about important subjects in your niche will always be popular. Doing so will enhance your credibility as an expert; a thought leader and a go-to source they can rely on.

This will also place you back at the top of mind for your past clients, folks who may have forgotten just how valuable your products or services were to them in the past.

And think about this for a minute: “How To” videos are one of the most searched phrases on YouTube. So, if you are creating videos and publishing them on YouTube, your new video has a very high chance of getting a ton of views and shares. You cannot go wrong when creating educational “How To” videos. #Bonus!

2.      Inspirational and positive topic videos – Most people like to start their day reading or listening to positive messages in one form or another. More than likely you have at least a few things you like to tell your clients to regularly inspire them, give them hope and direction, provide courage to take the big leap, and generally put a smile on their face.

When done properly, video can provide the motivation, inspiration, and stimulation for your clients to act on their own behalf; by investing in a product or service that will resolve an issue that is causing them pain. The beauty of this approach is that it is rarely “salesy”, and the audience won’t feel like they’re being pushed in a particular direction.

By providing them with options for resolving a problem, you also present them with the opportunity to choose your solution. Wrap all this up in an inspirational and positive tone, delivered regularly, and you’ll be handing out an abundance of warm fuzzies.

3.      Videos that challenge, empower, and encourage reaching their goals – We love the idea of an ongoing series of challenges. And when you deliver them in a video, your passion and enthusiasm come through loud and clear. Whether you’re encouraging your clients to reach new heights each and every month, or you’re empowering them to work through a difficult process and guiding them to the light at the end of the tunnel, offering a series of challenge videos could be just the type of encouragement they need to see it through to the end.

The first quarter of every year is a great time to focus your audience on setting and reaching goals. After all, many if not most of them have set some sort of resolution for change in the new year yet, research tells us that 80% of these resolutions fail within the first 60 days each year.

If you can use a video appeal to help them achieve their goals this year, you’ll likely have a friend for life – a friend who just may buy from you again and again!

4.      Holiday, seasonal, and special occasion greeting videos – When was the last time you resented receiving a special message to commemorate a holiday or special occasion? Like, never? The thought that you took the time to show you continue to appreciate them will go a long way to helping past clients remember why they appreciated you in the past.

Being kind is never a bad idea, in any situation, and it can have long-term benefits for both of you.

5.      Client appreciation message videos – No one likes to feel forgotten, especially if they’ve made an effort to reach out or made a purchase from you. For existing or recent “Quiet” clients, letting them know that you appreciate their business and are willing to continue helping them is a huge positive. In this case, even client testimonials about that new product or service can be used.

Even the simplest message, like a sincere “Thank you”, when communicated emotionally in a video message, can have a huge impact on folks who may have felt otherwise ignored.

Video Marketing Engages Clients Emotionally

Cultivating repeat customers is a critical element in the long-term success of any business. Due to the inherently impersonal nature of the internet, those who do business online often struggle with client retention. A keep-in-touch video campaign that is designed to nurture and re-engage past clients might just be the perfect tool for doing so – keeping your business growing and thriving long into the future.

Remember, Ted remains available for marketing and business consulting to the trade. Simply… Get in touch with TD Fall today.

Client Retention Tips #1: Use Video to Re-engage Past Clients for Repeat Business

One thing that online marketing can do far better than traditional marketing methods is re-engaging old prospects to make them new again. And, instead of another text-filled email barrage – video marketing can help you retain and re-engage with old clients more effectively than other methods.

• As a strategy for nurture campaigns, keep-in-touch campaigns, and re-engagement campaigns, video marketing has no equal.

If you are like most online business owners, your focus is on client acquisition; the process of attracting and persuading potential customers to buy your products or services. Utilizing social media, blogging, list building, building your thought leadership on relevant guest sites, and video marketing – there are abundant opportunities for generating new traffic, converting new leads, and finding new prospects.

• And, of course, this makes a great deal of sense because, if you don’t grow your business you’ll surely fail.

Based on the latest research, it’s 6-7 times more expensive to acquire a new customer than it is to keep a current customer. In fact, 80% of your future profits will most likely come from 20% of your existing customers. These are just a couple of the reasons that implementing a customer loyalty program is vital to your business.

Considering those stats, doesn’t it make sense for you to make an effort to keep the loyalty fires stoked? And, by incorporating videos into your messaging, it’s not as hard as you might think.

• Growing your business should include nurturing existing clients, as well as securing new clients.

And what about old prospects? What happened to the people who have engaged with your site in the past, contacted you previously, or maybe even purchased over the past few years? When’s the last time you worked to convert these folks into leads who will engage with your business right now?

After all, these are people who’ve told you that, at a minimum, they’re interested in what you have to offer, whether they bought in the past or not. Just because they’ve gone quiet doesn’t mean you can’t pull them back in by creating a video packed with timely information that will positively impact them.

Refocus Past Clients’ Interests with the Power of Video

If you think of past or inactive clients as dormant assets to your business, you’ll see their potential value more clearly. Why should you think of them this way? Because they’ve already proven their value:

• They already know you and (hopefully) like you.

• They understand your products and services, along with the value you provide.

• They have paid you money in the past – and they may be willing to do it again!

These are all very good reasons to begin re-engaging with past clients. Here are a few more:

• More than 90% of marketers use video content in their marketing campaigns.

• The word “video” in an email subject line increases the open rates by 19%.

• The word "video" in an email increases click-through rates by 65% and reduces the number of email unsubscribers by 26%.

These are not insignificant numbers, and all of them combined should be more than enough to compel you to begin using video messaging as part of your client retention strategy.

Use A Keep-in-Touch Video Campaign to Nurture Past Clients

Few businesses remain stagnant over time, just as few clients have only one pain point that needs resolution. While your mix of products or services will likely shift and grow, so too will their needs change with time. For all you know, they need your newest service now more than ever, yet they have no idea you offer it!

There can be a variety of reasons clients leave or go dormant:

• Their needs or interests have changed

• Their immediate problem has been solved

• Your product list or service menu has changed

• Your content has become too “Salesy”, with no new high-value information available to capture their interest

• Lack of engagement has made them feel unappreciated or invisible

By re-engaging these former clients, you greatly improve your chances of converting them again, or even for the first time.

Remember, Ted remains available for marketing and business consulting to the trade. Simply… Get in touch with TD Fall today.

A Product Launch or New Service Launch Is All About You?

If you perform a Google search for “product launch checklist”, it will take less than one second for the search engine giant to deliver more than 30 million search results… 30 million! Plus, some of those results will be from companies selling “product launch software”, while others offer some sort of product launch template as a guide. A limited number will actually present recommendations for a checklist.

Yeah, sounds like typical Google search results, right?

Of course, even if you discover a reliable site with a decent checklist for your product launch, you still have to act on it. You still have to shoehorn that list into a process that works for you and your product.

• You have to set priorities.

• You have to figure out the timing.

• You have to set deadlines for content creation.

• You have to assign tasks to yourself and your team.

• You have to… have to… have to…

• You have to do all the detail work and, if there are any problems, and

• You have to take all the responsibility for not being prepared! YIKES!

Don’t you just love being the boss?!?

What to do, what to do?

Now, as you sit there contemplating all the things you must do to launch your product or service, you're likely wishing you already had a process in place with tasks, responsibilities, and timing ready to rock and roll.

While your product launch to-do list may seem endless right now, we’d like to offer some guidance on what needs to be done and how to set up your launch schedule.

How to Make Your Launches Easy (Well, easier!)

First, the good news: You can either create a launch template for yourself or you can choose from a variety of them available online. (And, when we say variety, we mean choosing from about 128 million Google search results!)

Below is an example of just one of the possible product launch templates you can choose from. As you’ll see, you can pick from the simplest to the most complex and detailed, as you please.

What really matters is how you format your own or fill out the cells in the template you choose. (Did we mention that a ton of these templates are FREE!)

Images courtesy of Smartsheet.com

And, oh yeah, there is no bad news!

All of a sudden, you have a comprehensive to-do list that includes who, what, and when: i.e., person responsible, type of task, timing, and deadline! This includes critical launch tasks like:

• Content creation – lists of promotional materials, types of videos, blog posts, social media posts, etc., + Due Date for each.

• Subscriber list promotion – email creation, email nurture campaign, newsletter announcement + Due Date for each.

• Affiliate marketing – SWIPE file content needed for your affiliates, promotional content, affiliate agreement, etc., + Due Date for each. (FYI... SWIPE files are a collection of tested and proven advertising and sales letters.)

• Graphic design for Sales Page – headers, images, upsell and down-sell pages, + Due Date for each.

• Shopping cart setup – when to pick one, when to set it up, when to launch + Due Date for each.

Why do we keep adding “+ Due Date for each” to all of these tasks? Because this is where the template helps you out so much – by arranging and scheduling Due Dates for every launch task you and your team need to perform.

More than a simplistic checklist; more even than an overly simple template; these are a blueprint for a successful product launch. AND… So many of them are FREE!

Do you still think you might need help with your product launch or new service launch?

Remember, our hero Ted Fall remains available for business consulting to the luxury furnishings and design trades. Maybe he could help you brainstorm ideas to generate new revenue streams. Couldn’t hurt, right? So, go ahead and…   Contact TD Fall today.

Design Revenue Streams – Can You Think of Ways to Create More Revenue?

OK, all you lovely, loved, and faithful TD Fall’ers, it’s time to talk about creating revenue: finding alternatives to your regular design revenue streams. This notion came to us thanks to a recent article from the Business of Home website titled, “4 designers share how they landed their side hustle”.

BTW, while the phrase “side hustle” is massively popular these days, it seems to be a bit tacky to us and undervalues the importance of generating alternative streams of revenue. (But hey, maybe that’s just us?)

As the article’s author Marina Felix writes, “Creating an additional revenue stream in your business may come with a clear financial incentive, but that doesn’t mean it has to lack passion.”

Pump Up The Revenue (examples)

The following examples will be largely taken from the article highlighted above:

• Go ahead, get artsy

“The [painted] art walls [I make] called ‘Wow Walls’ came about in 2018 as a desire to have my interiors be a little bit more creative. I also wanted my clients to feel like they were the muse. Of course, they are the muse, but this gives them a larger-than-life mural that is inspired by them as part of the space. A lot of times the walls are part of my projects, and I have had some clients reach out to me for extra walls later on. I also have some people [who] call me … to have a mural commissioned like a piece of art [which] adds another layer of income for me. – Alicia Bailey, Bailey Li Interiors, Glen Ridge, New Jersey

• Memberships are All the Rage Today

“I always envisioned Jenni Kayne as a lifestyle brand encompassing apparel, home, and all the details of everyday living, and the apparel side of the business existed for many years before we decided to venture into home decor and furniture. I’ve always been passionate about interior design, and as we started to pursue brand projects … it felt like a natural next step to launch Jenni Kayne Interiors. While product design plays a major role in my work in interiors, in April 2022, we launched our membership program, The JKH Membership. For $150 annually, our members receive 20 percent off every furniture and home decor purchase—they also have access to exclusive perks from partner brands … JKH Membership is also open to designers through our trade program, so in addition to all of the perks that regular members receive, trade members get an exclusive 25 percent off all furniture and décor … [A stunning]70 percent of all furniture purchases are made by members. … and we have seen high renewal rates.” – Jenni Kayne, Jenni Kayne Interiors, Santa Ynez, California

• Preach It… Teach It… Workshop It!

“I worked at [hospitality brand] Sonder for a couple [of] years as a senior designer. I had people coming to me all the time – on LinkedIn, or friends of friends – asking, ‘How do I get into interior design? I really want to do it, and my job is not fulfilling.’ This happened so much that I thought there was really a need for something there that helps people with the business side of [setting up an interior design business] … When I created The E-design Workshop in 2019, there were a lot of up-and-coming websites like Havenly and Decorist that were hiring freelance designers consistently to serve their clients. It seemed like a good opening to create something useful that people want. It’s [become] kind of an evergreen thing.” —Rachael Simon, Rachael Simon Studio, Chicago

• Get to the Root of Your Creative Side

“I’m a fourth-generation artist. My family is full of women artists, painters, and musicians. I’ve always loved painting; I’ve just done it more as a hobby and a meditation. It was something that was part of my heritage, but I never knew how much of it. I worked for [the] textile company Holland & Sherry for a few years, assisting with product development and designing the showrooms … there, I learned a lot of resources and about color and texture. During Covid, when everything shut down, I pulled out my paintings and was like, ‘Oh, my goodness, I need to start putting this together in the textile form.’ So I started researching. I found a great local printer, and they use eco-friendly inks, which I really loved. Designing wallpaper was something that I just felt very moved to do, and I’m doing it slowly.” – Kathryn Hunt, Kathryn Hunt Studio, Mattituck, New York

What’s Up With That?

Existing as we do in such a creative industry, we find it surprising that so few of us figure out new ways to generate new revenue streams outside our comfort zones. These talented “industry pros” however, do not seem to have that problem.

Have you found ways to generate more income? Have you even thought about trying to? If you were to accept such a challenge, where inside yourself would it come from?

Remember, our hero Ted Fall remains available for business consulting to the luxury furnishings and design trades. Maybe he could help you brainstorm ideas to generate new revenue streams. Couldn’t hurt, right? So, go ahead and…   Contact TD Fall today.

Designer Business Tip – Refusing Work & Bad Advice

Today’s designer business tip is a response to a recent column from Design consultant Sean Low published at BusinessOfHome.com. In it, he answers a reader’s question about refusing work because a project might be too small. This, despite having worked with the clients before.

By now, you should know our stance on client retention, that existing and previous clients are your most valuable business assets. First, they already know and appreciate you and you know them. Second, they are much more likely to accept your project estimate and any additional, unforeseen costs that may come up. And finally, they are your best advertising for new client acquisition.

So, what is our problem with the advice given by Mr. Low?

Sean Low’s Answer Stunned Us

Before we go there, we need to get a grip on the question and who posed it. Apparently, the question was submitted by a reader with quite a high opinion of himself and the projects he does. Basically, after redoing the “whole house” in the past, he is hesitant to go small, claiming that “One even asked me to redo a powder room ... which is not really what I do.”

Unsurprisingly (to us at least), Consultant Low quickly proceeds to feed the designer’s ego by telling him that such small projects, even for repeat clients, might damage his reputation as someone who offers “transformational change” in his work. In other words, as he says, “You risk blurring the very business you are in.”

Further, he writes, “Third, and most important: You do not care about these small projects. And even if you did, you do not care the way some other designer will.” That is, newer, perhaps younger designers who are still trying to build their reputation.

“If you undertake large projects that offer a scale of change and impact worthy of your talent, wisdom, and experience, doing a project that does not offer that to you or your client simply cannot work. Other designers who are built for this smaller project—whether they are up and coming or if this is the work they most love (or both)—deserve this project.”

“Let your best clients pay the most and get the most from you and your firm, not the other way around.”

Our Answer is Different

As far as we’re concerned, while it may be true that your heart won’t be in it for a very small project versus a huge one, it should be for a familiar, well-paying, and valuable client.

We would also hesitate to say that accommodating such a client simply cannot negatively impact your reputation as a true change agent as an interior designer. On the contrary, it should enhance your rep as someone who absolutely believes in serving their clients and puts their needs first. All of their needs.

Additionally, small jobs like these can create opportunities to up-sell additional work or new furniture for example, or, to at least schedule a review for “freshening” other areas of your client’s home. And, for those designers who have assistant designers or juniors, it's an opportunity to pass the work off to them to create an additional income stream.

Needless to say, such a largely passive (for you as the primary) source of income could prove beneficial when we're in leaner economic conditions which is something that Sean Low completely overlooks.

Ultimately, for our designer business tip this week, the value of existing and repeat clients is far greater than Mr. Low’s “go-to” advice. Returning clients are 60-70% more likely to agree to work with you again than new clients. They are far less expensive to market to since they know and like you. And, they tell others about the great job you did for them, making them the cheapest form of advertising you will ever find!

For more deep insights and design business consulting, or for the latest and greatest luxury furnishings from Kravet and others, simply…   Contact TD Fall today.

Types of Optin Offers to Build Your Email Subscriber List

With the diversity of interior designers and furnishing dealers we work with across the country, it’s virtually impossible to share every type of optin offer that you might choose to offer. However, the following are some of the most common – and effective – examples we have seen.

As we shared in an earlier post:

Once you receive a subscriber’s email address in exchange for the valuable piece of information you offered them to opt-in to your list, you have an audience with whom you can engage. You can do this through newsletters, nurture email campaigns, “check-in” emails, event notices, and promotional materials.

This is how you begin to build relationships with your target audience in our digital world; relationships that show your expertise, create trust, and have the potential to generate conversions. (Yay, sales!)

Interior Design Optins

It goes without saying that many, if not most, people who consider working with an interior designer are interested in reimagining a particular space in their homes. Then again, some may be searching for nothing but new paint colors, high-end wallcoverings, or designer rugs. Potential clients like these will not be interested in tips about remodeling a kitchen, living room, or the whole house. So, your optin gifts must be targeted to smaller segments of your local design market.

• Paint color of the year

• Secrets of hand-tied springs for seating and/or bedding

• What does “Artisanal” mean and why they should care

• The value of Craftsmanship in luxury home furnishings

• What is the difference between tufted and woven carpeting and rugs?

• Types of wallpaper

• What to know about an Interior Design Consultation (with questions they might ask)

Since each of these optin gifts will appeal to a different segment of your target audience, you will be able to build your subscriber list with a diverse mix of potential clients whom you know are interested in what you offer.

Remember, free stuff generates interest and interest can eventually lead to conversions! This is why it makes sense to give away information you might be inclined to sell instead. So…

General Remodeling Tips

While many business owners are hesitant to simply give away their expert knowledge, it’s important to remember that you must build value and interest with the gifts you offer – value that is equal to or greater than the priceless remuneration you will receive in return – the email address of potential clients.

• Top 5 DIY Remodeling Tips

• 4 Easy Steps to Hang New Wallpaper

• Interior Designer Consult Checklist for Homeowners

• How to Select and Install New Bathroom Fixtures

• Best Space to Remodel to Increase the Value of Your Home

Now don’t start sweating at the thought of giving away such valuable info, with no guarantee of a return on your investment (of your training and experience).

The Secret Behind Valuable Optin Gifts

You see, the secret to this approach is this: even if you give away explicit, step-by-step instructions on how to install and finish the tile surrounding a beautiful new step-in bathtub (for example), it’s likely that 99% of those who need one will not have the patience or willingness to do it.

In other words, giving subscribers to your email list information that would otherwise cost them dearly has little to no risk for you. For example, anyone who would take your advice to start and complete a DIY remodeling project would be extremely unlikely to hire a designer anyway.

For the rest, they will receive your gift and think, “Wow, this designer knows their stuff. I should at least ask them about a consultation and estimate for remodeling my master bath.”

That about does it for a blog post, where space and attention spans are limited. In closing, it’s important to remember that a good optin gift solves a single important issue for your audience. It should then be followed with a series of emails to discover if the information you shared was helpful, eventually offering them a consultation.

Whether you offer a design consultation at no charge or for a minimal fee is entirely your choice. (Again, the high-value offer equals a high value in return – their time in front of you.)

And remember, Ted remains available for marketing and business consulting to the trade. Simply… Get in touch with TD Fall today.

Grow Your Client List by Building a Solid Email Subscriber List

Building a strong email subscriber list remains one of the most productive marketing tactics you can use to grow your client list. The most popular approach to accomplishing this involves giving things away, or, the use of opt-in gifts.

The most important thing to remember when you are working on list-building opt-in gifts is this: there are no one-size-fits-all solutions to the pain points of your clients.

Now, we know you tell your design clients the same thing, and we know that you offer customized, real-world solutions for their home remodeling needs. And yet, we also know that, being human, you are hoping we will tell you that there IS a single solution to your email marketing and list-building questions. Unfortunately, we can’t.

What we can tell you is this… You will need a variety of opt-in gifts to generate interest, based on two things:

1. The varied needs of your target audience.

2. The range of services you provide.

After all, it will benefit no one to create an opt-in gift about high-end rugs if a visitor to your business website is searching for information on designer wallcoverings. Then too, offering advice on a service you do not offer, or a line you do not represent, will do you no good.

Therefore, you will need to tailor your list-building gifts specifically to the needs of your target audience and let them know that you can help them find solutions beyond your high-value opt-in.

Creating Effective Opt-in Offers

Let’s define some terms here, first:

• An optin offer is the presentation of a gift (usually digital) in exchange for the email address of a visitor to your website; perhaps the most valuable thing they have to offer in the age of online relationships.

• Typically, the optin offer is a bit of high-value information designed to resolve a particular issue important to a member of your target audience.

• The most common form of opt-in gift is an article or “whitepaper” that can be downloaded in document form, though a mini eBook (a 3–5-page PDF) is a very popular choice. Free video or audio training are also very popular optin gifts.

• Critical to the success of such an offer is that the information you share must be targeted to a particular portion of your audience and that your solution be laser-focused on a specific issue. Do NOT try to be all things to all people. Instead, provide a REAL solution to ONE problem.

• Finally, the most successful optins offer huge value in exchange for something of equal value – your visitor’s email address. In other words, the solution you share in your optin MUST be something that a client would be otherwise willing to pay you for.

Now that they’ve given you their email address in exchange for a valuable piece of information, you have an audience with whom you can engage. You can do this through the use of newsletters, nurture email campaigns, “check-in” emails, event notices, and promotional materials. This is how you begin building relationships in our digital world; relationships that show your expertise, create trust, and have the potential to generate conversions.

Well, this is some pretty heavy marketing info so, we’ll stop here and give you a chance to absorb it. But soon, we’ll follow up with some types of opt-in giveaways you can use to grow your client list by building your subscriber list.

And remember, Ted remains available for marketing and business consulting to the trade. Simply… Get in touch with TD Fall today.

Labor Shortages and Product Delays Persist But Are Improving

Following up on our post describing ongoing Marketplace Challenges for Interior Designers, this week’s post will get into some of the specifics behind those challenges: including skilled labor shortages and product delays.

We are grateful to the folks at FurnitureToday.com for clarifying much of the statistical analysis derived from the Q2 2023 Houzz U.S. Renovation Barometer.

Skilled Labor More Available in 2023

First, the good news: it appears that, overall, carpenters, electricians, cabinetmakers, and other critical, skilled subcontractors are more readily available than a year ago.

“Carpenters are in the shortest supply, followed by electricians and cabinet makers (as cited by 42%, 28%, and 26% of industry pros, respectively). However, at least 30% fewer renovation and design pros are reporting shortages of these subcontractors as compared with [last year’s] survey.”

Still, “Labor shortages continue to be a headwind for the home renovation and design industry. The most significant business impacts include increased project costs (81%), subcontractor compensation (72%), and project length (71%).”

Product Shortages and Delays

While we are certainly seeing improvement in the supply-chain backlog, “construction and design professionals [continue to face] challenges in securing the items they need to complete their projects.”

“Nearly half of businesses not only report moderate to severe shortages of products and materials (49%), but also shipping delays once purchased (63%). Material challenges are greatest with copper or brass (47%), followed by lumber or plywood (46%), drywall (40%), and aluminum (40%).”

Unfortunately for interior designers and furnishing dealers, some of our most important product categories continue to be plagued by shortages and shipping delays.

“Delays in the arrival of cabinetry (96%), indoor furniture (95%), windows (94%), outdoor and indoor doors (94% and 93%, respectively), and lighting fixtures (92%) are top of mind for design professionals as they plan their projects.”

Things Are Improving

Yet, there is a light at the end of the proverbial tunnel.

“Nearly eight out of 10 of residential construction and design businesses (79%) report moderate to severe shortages in the past quarter, down from 91% of businesses in Q2 2022.”

Although some believe this good news to be a result of bad news; that is, a slight drop in new projects reported at the end of last year, we take a more positive outlook. If the traffic we saw at Spring Market and the myriad of new products from furnishings manufacturers are any indications, things are looking up all over!

Are you still struggling to find solutions to labor shortages and product delays in your design business? While he may not have all the answers (and does not happen to be captaining any container ships at present), Ted does have more than a quarter-century of experience in the design and luxury furnishings businesses. He is available for business consulting to the trade.

To learn more, simply… Contact TD Fall today.