How to Write a Blog Post – What to Include (and What to Leave Out)

Few people know this but, a really short blog post will likely be ignored by the search engines: Google, Bing, Yahoo, etc. The same is true of the copy on your website’s pages. The rule of thumb here is to ensure you write at least 300 words if you hope to get noticed (about 275 is OK). Basically, the SEs think, “If you can't write a blog post with at least 300 your subject must not be very important. (And you know what? They’re probably right about that!)

They won't punish you by refusing to rank your website due to lack of content, they’ll just ignore it. So, your first goal when creating blog posts or page copy is… 300 words minimum!

Use Section Headings in Content (Like This One)

Next, split your copy and posts into sections and introduce the subject that follows with a “Heading”. (That H1, H2, H3, H4 stuff you’ve heard about.)

You see, the search engines are designed by human beings who tend to be kind of lazy. As a result, the easiest way to figure out what your content is about is for the SEs to scan the title, headings, Metadata, and the code for images. Only if they can't figure out what your subject is will they actually “crawl” the content for more clues. So, simply make it easier for them by optimizing your content as we described.

As a reminder, visitors to websites can also be lazy, or busy, and they want to know what your subject is and what you have to say about it as quickly as possible. You literally have about half a minute to catch and keep their attention!

They also scan instead of reading; trying to decide if your content has value to them. If their scanning tells them “NO”, they’ll leave (and may never return!). One way to slow them down and (hopefully) get a better idea of what you have to offer is to break up the content even more with bullet points.

• Bullet points naturally attract the eye.

• Once you catch their eyes,

• You have a better chance of actually getting their attention.

• Once they stop scanning and start reading though,

• You’d better deliver some good content or, they’ll again be gone!

The idea is to “play to your audience” not just with what you have to say but in the way you say it – a way that they can absorb. In other words, give them what they need in smaller doses using tricks that slow them down so they take the time to absorb your content.

The Best Length for a Blog Post is…

We’ve already shared the tip about minimum word count for posts and page content. Now we have a whole new dilemma – recommended maximum word count, or – how long should a blog post be?

That’s a tough one to answer here because it depends on what you do, the makeup of your audience, and how technical your posts might be. Generally, we recommend posts be about 500-750 words max. This should be enough to get your main points across without turning it into an online novel. It’s also short enough that you won't scare readers away when they realize you're asking them to spend an hour digesting your content.

Within the text itself, you can also toss in bold text, italics, and underlining to catch the eye of your visitors. Professional copywriters worldwide use these techniques to stop the reader from scanning content and actually read it.

We’ve Hit the Limit!

Well, we’re at about 650 words right now so we’re going to follow our own advice and stop to let you ruminate on this. But please, consider turning your ideas into a content plan and create some fresh content using these tips for how to write a blog post. We think you’ll find it much easier than expected.

Ted remains available with practical, industry-focused strategic marketing tips. With more than 25 years of experience, he could be an invaluable resource on whom you might rely to grow your business.

To learn more about the lines we represent or for business consulting to the trade… Contact TD Fall today.

Your Strategic Marketing Foundation Bears Quite a Load

Everyone says you need a strategic marketing plan, right? In fact, you may feel like you're getting hammered with that little bit of advice (including from us). Then you find out you need a marketing foundation to build it on. That’s not so bad; until you discover the foundation has parts that need to be included.

Wait, wut?

Since when does a foundation have PARTS? It’s like, a simple slab of concrete with a few load-bearing walls. There are no parts to a foundation! Are there? Argh!

Turns out, as long as we don’t take it too literally, there kind of are parts to a foundation. Plus, and more importantly, we have to remember the purpose of a foundation: To distribute the load of the structure – your marketing strategy – over a large bearing area to bring the intensity of loading within the safe bearing capacity.

In other words, as a metaphor, your strategic marketing foundation must be able to bear a pretty heavy load or your marketing plan may collapse. Then where are you?

With a metaphoric roof and four walls crushing your hopes and dreams of success! (Youch!)

Identify the Parts of Your Marketing Strategy

Now that we understand how the foundation of your strategy supports your marketing plan, supporting and keeping it functioning properly, let's take a look at some of the component parts you need to put in place.

All of the preceding begs the question of exactly what that foundation you’ve worked so hard to build will be supporting:

• Identify your ideal client – Who do you want to work with and whom do you think will want to work with you? Have you answered these questions? You need a profile of precisely whom you will be targeting in your marketing plan. Without it, you're going to be all over the place with your messaging.

• Create your unique customer avatar – Success is in the details. An avatar helps you take that profile to the next level and makes the ideal client real to you. Instead of trying to appeal to some kind of vague “them”, the focus of your marketing message will be on individuals with an identity, the real human beings who will benefit from doing business with you.

• Hone and build your individual brand identity – Who are you? What do you have to offer? How do clients relate to you? All of these questions (and more) must be answered as part of establishing yourself as an expert in your niche. That is where brand identity comes from.

• Narrow your target market to engage them more effectively – You simply can't be all things to all people (and you must stop trying). While it might be nice if every person on the planet wanted what you're offering, that is simply not realistic. You need to fully commit to the ideal client profile you’ve created and accept that your client avatar includes your entire audience.

• Build your initial market strategy on these foundational steps – Wow. That looks like a lot of market research and planning, doesn’t it? It sure does. And, once you complete it, you'll have a concise, straightforward approach to basic marketing concepts and the foundation of your strategy. Yay, you!

Truly, nothing that lasts can be built without a solid foundation. Plus, considering the stress and confusion of the past couple of years, overcoming uncertainty and even fear of failure moving forward could be really tough. The solution then is to take bold action that will enhance your online reputation, build brand awareness, and engage with your target audience in ways that lead to conversions!

If you’d like to learn which sorts of strategic marketing foundation and strategies will work in the interior design and luxury furnishings industry, Ted remains available with practical, industry-focused strategic marketing tips. With more than 25 years of experience, he could be an invaluable resource on whom you might rely to grow your business.

For business consulting to the trade… Contact TD Fall today.

Strategic Marketing Tips – Some proven things you can do for yourself

In a recent article from the online marketing gurus at HubSpot, they shared their 20 Best Marketing Tips. When it comes to strategic marketing tips, we tend to offer our thoughts based on industry-specific needs. The data and expert opinions shared in their blog however are focused on a broader, longer-term view of online marketing success.

Both approaches are valid, so long as one applies the tips to their specific marketing strategy and industry.

Now, because we are us, we’ve decided not to share all 20 tips but have chosen our favorites instead. FYI… We may also pick a few of our least favorite tips to share. Why? Well, again, we’re us! (Opinionated, much?)

What is an Inbound Marketing Strategy?

Outbound marketing is all about promoting your products and services to a targeted, or broad-based, audience. Your website, blog, email subscription list, and social media platforms are all examples of an outbound marketing strategy.

“Inbound marketing, on the other hand, “centers around meeting consumers on the channels they’re already on. Employing the strategy follows the ‘attract, delight, engage’ model, helping you create content tailored to your different audience segments at their respective place in the buyer's journey. 80% of marketers plan to keep the same or increase their inbound marketing budget, and 11% of marketers say it will be their biggest investment in the next year.”

This approach requires that you do a little more research to find out where your targeted audience hangs out, whether online or at your local Starbucks, and tailor your marketing message specifically to them. In other words, if you love Twitter but they’re all hangin’ on Facebook, well… Time to de-Tweet yourself.

Brief Videos Generate More Interest

There is no denying the power of video marketing. The question though is, what form should your videos take?

“Short-form video is the second most effective media format … Marketers also say that it’s a worthwhile investment for lead generation (86%). This trend shift aligns with the attention spans of audiences that are much more fast-paced, so shorter forms of content get right to the point and allow audiences to consume and then move on. Hence, TikTok’s popularity, as it relies heavily on short-form video.”

Stated simply, consumers tend to have the attention span of a hamster, so… Give ‘em what they want: brief answers to frequently asked questions and explanations of who you are and what you can do for them.

Audio Can Be as Powerful as Video

We believe the increase in audio consumption such as podcasts by consumers may have less to do with a short attention span than it does with the trend toward multi-tasking. Again, this is a way to meet your audience where they are. That is, many folks are reading, typing, scrolling, or even chatting while also listening to something online. It’s tough to watch a video AND multi-task so they use their ears instead of their eyes.

“Whether it be a podcast featuring your business founders, or different Twitter Spaces discussions about business-related topics, consumers in 2022 will hear audio from businesses more than they ever have before. HubSpot found that 80% of marketers plan to invest the same amount or increase their budget in audio content and podcasts in 2022.”

This is a perfect strategy for the shy online marketer, the person who hates seeing themselves in videos, and so, refuses to use them despite their power as a marketing tool. (See, we gotcha’ here.)

Respect Your Audience

The “information age” in which we find ourselves has informed not only business owners and marketers; it’s done the same for consumers. (Well, a good portion of them anyway.

“David Ogilvy is famously quoted as saying: ‘The consumer isn’t a moron; she is your wife’ … Ogilvy built his advertising empire upon deeply understanding his target audiences. Although his comment may be dated, the core principle holds -- your customers are smarter than you think. It will only serve you to do extensive market research under the assumption that your customers are doing their research, too.”

To presume your clients and prospects are completely ignorant of the interior design process or the value of luxury furnishings is to disrespect them – and lose them as a client. And yet, with the pace of change we’re seeing in various technologies, along with innovations in materials and manufacturing processes, you must also realize that consumers often “don’t know what they don’t know.”

Our Least Favorite Marketing Tip

While we absolutely agree with the HubSpot experts that, “Now, more than ever, consumers lean on trust as a leading factor when deciding whether to do business with a company.”

Where we disagree with them is their suggested approach to building trust. The appeal of  “brands that champion social responsibility and take a stand on important issues” is, in our opinion, limited. It can also be downright dangerous.

What do we mean by this? The phrase “social responsibility” has become greatly politicized over the past decade, to the point that it has lost all semblance of ethical value to some half of the country’s population. Because of this, business owners should take care not to be seen as pandering and/or “virtue signaling” to an audience who may resent it.

Just our two cents. (Or, did we overpay?)

Where to Learn What Works

Remember, there’s plenty more where these ideas came from at HubSpot.com.

But, if you’d like to know what actually works in the interior design and luxury furnishings industry, Ted remains available with practical, industry-focused strategic marketing tips. With more than 25 years of experience, he could be an invaluable resource on whom you might rely to grow your business.

To learn more about the lines we represent or for business consulting to the trade… Contact TD Fall today.

Being an Expert Can Be Dangerous to Your Messaging

While it’s not particularly flattering to admit, we all tend to seek approval from others. Being an expert in a particular niche, that sort of confirmation will most commonly come from others in your field. OK, so?

It should come as no surprise then that those with similar interests find comfort and support by associating with each other. Educators tend to associate with educators; online coaches tend to hang together; website designers and marketers are often most comfortable with others of a like mind. Whole industries can become exclusive and the subjects of discussion among experts climb to higher and higher levels.

In fact, this is the very reason industry-related associations exist.

The danger with such insular relationships is two-fold: first, that our view of the world can become dangerously narrow, and second, that we may forget who butters our bread – those with less knowledge.

Why Messaging is So Critical to Online Marketing Success

Receiving support from other experts is rewarding but, what happens when you're thrown together with a group of laypeople – or just one, a potential client?

Both clients and prospects will commonly voice a desire but, because they lack the base of knowledge to make it happen, they search for an expert. In the “information age,” they’ll jump online to search for solutions but will surely need more.

That is where you come in. And, that is where your experience, your respect for them, and their efforts to learn, will enable you to deliver a message that will resonate with them – and help you close more clients.

While you obviously can’t “know too much” about your area of expertise, you must always be mindful that most of your clients and prospects will know far less. It’s your job to help them learn what they need to make an informed buying decision.

When you're able to use being an expert to help them, the fact that you're the one who did so should take care of the rest. (That is, closing the sale.)

Need Help with Your Messaging?

If you need help transitioning from being an expert designer to being someone who can clearly articulate your marketing message, Ted may be able to help as an expert in business consulting to the trade. To find out more… Contact TD Fall today.

Designer Business Tip – Check Out Homeowner Design Tips

While this blog is focused on the interior design and luxury furnishings industry, we believe it’s important to occasionally take a look at what the so-called “experts” are telling consumers. After all, they are the end-user and ultimate target market for most of you so it behooves you to have a sense of the influences that shape your thinking.

Plus, can’t hurt, right?

Good Housekeeping Interior Design Tips

For example, as recently as the end of last year, GoodHousekeeping.com was promoting cool grays and monochromatic colors in their featured living room design suggestions. In addition, they were promoting multi-use spaces, versatility, flow, and comfort. (Among quite a few others.)

Certainly not the most innovative of ideas yet, as an influencer since well before the term was invented (they’ve been around for nearly a century-and-a-half), GH continues to be a trusted source for American homeowners. Designers who ignore them do so at their peril.

HGTV Living Room Design Tips

A relative newcomer to the scene, at least compared to Good Housekeeping, HGTV has moved smoothly from television to online influencer. Their website, HGTV.com also tends to be at the top of the Google search results for homeowner design tips. And, not long ago, they too were enamored with contemporary looks and shades of gray.

Beyond these basics, they presented everything from Art Deco settings to rustic, southwest, or coastal feels for living rooms. Whether eclectic or traditional, however, a few things were consistent: comfort, high quality, outdoor exposure, and lighting to fit the mood of every room.

House Beautiful Design & Decorating Tips

More recently, the folks at HouseBeautiful.com jumped on the bandwagon with some decidedly trendy (if not downright “out there”) design and decorating ideas for homeowners. Perhaps the most insightful of their suggestions though is the use of texture, whether furniture, rugs, or wallcoverings to “transform a generic space” and turn it into something special. (No arguments here!)

They do not ignore the power of paint when it comes to changing a space, be it on walls or ceilings (which so many homeowners ignore). They also strongly suggest the use of colors the homeowner likes, while taking a few chances on something new here and there. Lighting is important to them, as is simplicity and adding one’s identity to the space.

Versatility and function have become hugely important for homeowners in our post-pandemic world. As have comfort and a sense of “being home.” These qualities are all reflected in the various homeowner design tips we found in our online search. Ultimately, the best designer business tip we can offer is to pay attention to what consumers are being told they should do.

If you're struggling to keep up with all of these sources, or just feel like you could use some guidance from an industry veteran, Ted brings more than 25 years of experience to business consulting for the trade. To learn more… Get in touch with TD Fall today.

Online Marketing is the Art of Knowing What’s Possible And Doing It

There are so many “tips” available from online marketing experts these days that it’s easy to get overwhelmed. When that happens, when there are simply too many choices, most people simply give up and choose to do nothing. For us, the real key to successfully marketing a business online is – knowing what’s possible, doing that, and doing only that.

In other words, as an entrepreneur, you need to know what you're capable of and limit yourself to those things alone. Granted, it’s tempting to try to be all things to all people but that rarely works. It also leads to stress, exhaustion, and sleepless nights!

The Art of the Possible

This brings to mind the classic quotation that is normally attributed to Abraham Lincoln about whether you can “please all of the people all of the time.” In fact, the Lincoln quote was quite different (and quite a bit more cynical):

“You can fool some of the people all of the time, and all of the people some of the time, but you cannot fool all of the people all of the time.” – Abraham Lincoln (emphasis added)

For cynical marketers (and far too many politicians), this is a truism that often has them crying themselves to sleep at night. For the rest of us, the gentler interpretation of poet John Lydgate has more appeal:

“You can please some of the people all of the time, you can please all of the people some of the time, but you can’t please all of the people all of the time.” – John Lydgate (emphasis added)

Perhaps we can simplify that even further with this famous (or infamous) movie line:

“A man’s got to know his limitations.” – Clint Eastwood as Dirty Harry

Knowing Your Limitations Has Value

What’s the point of all this quoting and deep thinking? Simply this… That when you consider an online marketing strategy, you have to start from this basic premise… YOU know what's possible – your prospects don't.

This is especially true today, when people’s values, needs, and priorities may have changed dramatically.

Consider for a moment these shifting attitudes from the business and personal worlds, in response to the health crisis which all of us desperately hope has peaked.

According to Fortune.com, the top concerns of business leaders will be:

• 48% say their top concerns over returning to business as usual are health and safety

• 38% cited financial management and cash flow

• 27% cited concerns about new laws and regulations

• 25% of business leaders say the biggest challenge to working remotely is productivity and motivation

• 24% said connectivity with coworkers

• 19% home-office setup needs

• 48% of business leaders think technology spending at their company will increase [in our new reality]

Whether your business is focused on professionals or consumers, these changing behaviors and priorities could have a direct effect on your target audience, which will affect you and your design or furnishings business.

Where Can You Be Supportive?

For many, it’s a new world out there. For some, the changes are practical while, for others, they are driven by fear. Understanding which of these you are dealing with will go a long way to determining how you can offer the support and services prospective clients may need. And, since they often do not know what they do not know, it’s your responsibility to educate and illuminate what’s possible for them.

That is what online marketing has always been, and always will be about, the art of knowing and sharing what’s possible!

If you're still unsure of how to share your expert knowledge of the possible through online marketing, Ted offers business consulting to the trade that can help you figure it out. Simply… Contact TD Fall today.

Yoast SEO Plugin for Your WordPress Business Website

First, let’s all calm down. Just because we put the acronym “SEO” in the title of this blog post about the Yoast SEO Plugin for WordPress, screaming and crying will help no one! (Not even us!) No, today we’re going to keep it short and simple, as well as clear and concise. (Hey, isn’t that the same thing as “short”?)

So, SEO is something that many fear for a number of reasons, none of them grounded in reality. For these folks, they also love to hear that “SEO is dead” from a bunch of so-called “experts.” Nothing could be further from the truth.

After all, SEO simply stands for “Search Engine Optimization” which is simply about making your business website more attractive to those very same search engines. And YES, there are more than one SE that people use besides Google. (Huh, who knew?)

To simplify things even further for you, there is a fantastic FREE WordPress plugin available that tells you how to best optimize your content, from your pages to your posts! The tagline for this wonderful product is, “Yoast, SEO for everyone.” And that means YOU!

Yoast and WordPress are Made for Each Other

Now, this only works if you’re using WordPress as your content management system (and who isn’t, right?) plus, there are two versions of the plugin available. “Yoast SEO Free contains everything that you need to manage your SEO, and the Yoast SEO Premium plugin and its extensions unlock even more tools and functionality.”

The premium version is just $99 a year but the free version is usually more than adequate for most website owners. It’s also pretty easy to install and start using it. As Yoast explains the installation and activation process for the free plugin:

Yoast SEO Plugin Installation

Starting with Yoast SEO consists of just two steps: installing and setting up the plugin. Yoast SEO is designed to work with your site’s specific needs, so don’t forget to go through the Yoast SEO configuration workout as explained in the ‘after activation’ step!

INSTALL YOAST SEO FROM WITHIN WORDPRESS

1. Visit the plugins page within your dashboard and select ‘Add New.’

2. Search for ‘Yoast SEO.’

3. Activate Yoast SEO from your Plugins page.

4. Go to ‘after activation’ below.

INSTALL YOAST SEO MANUALLY

1. Upload the ‘wordpress-seo’ folder to the /wp-content/plugins/ directory.

2. Activate the Yoast SEO plugin through the ‘Plugins’ menu in WordPress.

3. Go to ‘after activation’ below.

AFTER ACTIVATION

1. You should see (a notice to start) the Yoast SEO configuration workout.

2. Go through the configuration workout and set up the plugin for your site.

3. You’re done!

And that’s it! You’re now ready to optimize every piece of content on your website, which only takes about 10-15 minutes once you get rolling.

Using Yoast SEO is Easy

How easy is it to use the plugin? Really easy, because Yoast places a small window in your editing dashboard with simple instructions on how to improve the optimization of your content.it will look something like this:

As you can see, Yoast is giving you clues to improve the SEO of your blog post.

1. Yoast recommends a minimum of three hundred words for any copy, to better catch the attention of the search engines. The thinking seems to be, that if you can’t say three hundred words about something, it will have less value to Google.

2. The meta description is that bit you see just below the URL in the search results. It’s best to craft a description that contains your focus keyword, as well as a fully expressed concept but fits within a 156-character limit.

3. The focus keyword should also be in the title, preferably the opening of the title, e.g., “Customer Service – 5 Tips to Do It Better”.

4. It should also be in the first fifty words of the post, as well as the last one hundred words. (You can use a variation of the focus keyword throughout, to prevent Google from thinking you are “keyword stuffing” your post.)

5. Try to use a heading or two in the copy, as section separators, and designate them H2 and H3. (WordPress will use the title as an H1 automatically.)

These five steps should get you the green light from Yoast, no problem. (Instead of the bright red sad face!) The Yoast tutorials will tell you where all of the Metadata can be entered. If you drag your cursor over the items at the top of the Yoast SEO box in the dashboard, you’ll see the little pencil to the right, which indicates you can edit the text in each of those areas.

We hope this helps reduce the fear of SEO and that, installing and using the free Yoast SEO Plugin, will enable you to improve your website for the search engines. (Without hiring some expensive “expert”!)

As always, of course, Ted is available for business consulting to the industry and as a guide for improving your online marketing efforts. For more… Contact TD Fall today.

Kravet Quick Ship Program

The phrase “Quick Ship” has become nearly ubiquitous among luxury furnishing manufacturers, despite ongoing supply chain issues that make it virtually impossible to claim quick deliveries. No, at the moment, the best we can hope for is relatively quick shipping; that is, relative to other manufacturers. Thankfully, the Kravet Quick Ship Program offers one of the relatively quick shipping options.

What do we mean by that? Well, while others are taking months to deliver, Kravet's program is quick by today's standards, shipping over 100 frames in more than 150 performance covers in 10-12 weeks.

For example, their Jazz Furniture Collection is available within that time frame in thousands of in-stock fabrics as well as COM, as are literally thousands of fabrics, area rugs and broadloom, and many other sofas, sectionals, chairs, accent pieces, and other furnishings.

“As a fifth-generation family-owned business, the Kravet family of brands is dedicated to being the ultimate resource for, and partnering with, the interior design community. As the industry leader, we market through iconic brands of fabrics, furniture, wall coverings, floor coverings, and complimentary home furnishing products. We are guided by principles of excellence in our customers’ experiences, product quality, design style, and social responsibility.”

Kravet Fine Furnishings QuickShip Program

Below are just a few examples of the fine furnishings available within 10-12 weeks from Kravet:

Kravet Emory Chair

Kravet Emory Two Seat Sofa

Kravet Emory Sectional

Here at TD Fall, we are more than pleased to be representing the leader in the luxury furnishings industry. Our experiences with Kravet through the years have been rewarding and professional in every respect – and that is exactly what we feel about the Kravet Quick Ship Program – respect for the company’s dedication to serving your needs in a timely fashion.

To learn more about the Kravet family of brands and their Quick Ship Program… Get in touch with TD Fall today.

Is Your Sales Copy Too “Salesy”? (Naughty, Naughty!)

When it comes to your sales copy… Pushy prose about a product is problematic and should be proscribed at all costs! (How do you like that alliteration, huh?)

Joking aside, overly aggressive sales copy, making impossible claims that imply prospects aren’t too bright if they don’t buy, is a massive turn-off. In fact, it makes such a bad impression one wonders why some marketers continue to use it. Perhaps they’re just hoping to land one of those suckers born every minute? (Thanks a lot, Mr. Barnum – NOT!)

If you're struggling to create copy that generates conversions, think about the last time you bought something online. And, remember, two very important things are critical to making a sale:

• Benefits Matter – Your prospect won’t buy until you answer the question, “What’s in for me”?

• Offer Value – A sale is made only when the value exceeds the price.

Didn’t your last online purchase offer you these things, and isn’t that why you felt comfortable investing in whatever it was?

Conversational Copy is the Key to More Sales

Anyway, it turns out that the best way to create effective sales copy is to start a conversation. People want to be engaged by your copy, enhanced by the knowledge that you understand what they need and can supply it.

This is not to say that writing a catchy headline has become a thing of the past in online marketing. On the contrary, finding a way to create interest is mandatory for beginning the conversation! (Just stay away from the “limited time,” “don’t miss your chance,” and “one time only” type of hype. And avoid too many exclamation points!!!!!)

To get started, imagine how things might go if you and I were to sit down and have a face-to-face conversation about the services you offer. Or, imagine that same chat with a friend or family member. You wouldn’t come at either of us with a line like, “Get it now before it’s all gone” would you? (Before what’s all gone – YOU?)

No, the way to offer value on the benefits you have to offer is to know your audience and recognize their pain points. Then you must present them with practical, real-world solutions that will work – for them AND you.

By doing that, you will be able to engage your audience more fully. You will then connect with them emotionally, enabling you to lead them to a place where they feel they can trust you and are ready to buy your product or service.

While it’s not rocket science, it is about understanding human nature. It’s about appealing to each individual’s self-interest, without labeling them as selfish. It’s about being helpful in a way that they can appreciate for its own inherent value.

For more tips on improving your sales copy and building value for your clients, contact Ted about his business consulting programs.

The Kravet Green Initiative: Reduce. Reuse. Redecorate.

It’s not at all unusual for political parties and social movements to co-opt words and/or phrases that make them sound virtuous (and even “better” than you). One of the most recent is ethical, as in the “ethical” manufacturing of home furnishings. As the industry leader, however, Kravet does not describe itself as better and more ethical, simply claiming a sustainable approach to manufacturing, and the Kravet Green Initiative is evidence of this.

First, though, we want to make sure we’re all on the same page and understand the terms that are used. For example, and to avoid appearing biased, we offer this question and answer from a neutral third party: “What is sustainable decor?”

“Sustainable décor means you're choosing an interior design that incorporates reused, recycled or responsibly sourced items. These pieces can include a variety of colors, patterns, and textures – in every style imaginable.”

The above definition allows us to smoothly transition to the Kravet Inc. Sustainability Mission Statement.

“The Kravet family of brands is dedicated to conducting business with a focus on providing a sustainable future. Our goal is to do our part in the worldwide effort to protect the planet with impactful initiatives. As a fifth generation family business, we understand the importance of building a legacy built on reliability with a promise of a brighter tomorrow. These are the steps we are taking to secure that promise.”

Those steps toward a more sustainable business model include that Kravet:

• “Establish ourselves as an industry leader in this space from a thought leadership perspective as well as a category leader.”

• “Provide a service to customers who are Eco-conscious and care about protecting the environment, a growing trend among interior designers.”

From using recycled bottles and PET yarn to create sustainable fabrics and carpeting; and from solar panels at their headquarters along with LED lighting to reduce the consumption of the power they produce, Kravet is fully committed to leading the way toward a green, sustainable future.

The Kravet Green Initiative in Practice

Of course, words mean little if not followed by actions that prove their value. That is why the management team at Kravet has put in place policies and practices intended to reinforce their commitment to the Sustainability Mission shared above.

• Member of the Good Alliance Design Future – An organization dedicated to reducing waste within the design + build industry.

• Member of the Sustainable Furnishings Council – A coalition made up of design industry leaders who are dedicated to increasing awareness and adopting green practices throughout the home furnishings industry.

• MindClick Sustainability Movement – MindClick rates the environmental health performance of manufacturers and their products.

• Carbon Neutral Shipping Options – All Kravet product shipments are carbon neutral through UPS and their carbon-neutral shipping initiative, the viability of which is verified and certified by responsible third-party organizations.

Finally, while we love to tout Kravet as the leader in the industry for its amazing lines of home furnishing products, we must also applaud its commitment to sustainable manufacturing. In short, the Kravet Green Initiative is not merely a marketing tool but a real-world effort to lead the industry toward a greener, healthier, more sustainable way of doing business.

For more information on sustainable home furnishing products… Get in touch with TD Fall today.