I just returned from an amazing trip to New York City.  It was supposed to be mostly vacation, but I also scheduled meetings with three of our speakers, Robin Wilson, Karen Fisher and Mike Strohl while I was there.  I also met two of our members, Kati Curtis and Jonathan Baron. Thank you for sharing your time and your thoughts with me – it was great meeting you in person (and I loved the frozen yogurt at Bloomingdale’s!)

It was a great opportunity to have candid conversations about the current state of the industry.  Here’s my take away – if you look at the economy as an opportunity to rethink your business and open yourself to new possiblities, you can flourish.  Whoever is the most creative and resourceful now will have even greater success as the economy improves.

Here are a few thoughts for you to consider:

1. Who am I and what do I have to offer that is unique?
2. What can I do that no one else can do?
3. What do I see that no one else sees?
4. Why should anyone care?

#4 is extremely important because it doesn’t matter what we think, it matters what our prospects and clients think and desire.  If we try to get inside the minds of our clients and prospects, our offering and services will be better received.

Ask yourself these questions – when someone looks at my interior design website, blog or marketing materials:

1. Am I speaking to their hidden desires, fears, aspirations and concerns?
2. Is my marketing helping them see how I can help them achieve their goals and dreams, or is it about what I do and how special I am?  Just remember that your prospects function from the WIIFM syndrome…”What’s in it for me.”
3. Can my reader see their challenges disappear with my help?
4. Do they understand that my services are about transforming their lives and their environment to be (insert solutions or results – use words that create pictures or evoke emotions.)
5. Can I express what I offer in terms of an experience that creates a vision of what their life will be like after the work is done?
6. Do I come across as a trusted advisor?

If you analyze your marketing materials with these questions, you’ll connect more effectively with your prospects and clients.

Just remember, prospects are afraid you’ll think poorly of them because they don’t have your taste.  They are also afraid that you will go over budget.  What other fears do they have?  Have you asked your clients or prospects?

Please post your comments or thoughts and include your website address.  This builds links back to your site and helps with your Google rankings.

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