“Wow, we should have done this sooner.”
Have you ever heard a client say this to you after working together? They knew the value of your services when they hired you, but it wasn’t until the final results were revealed that they fully understood the true impact of your work.
The same is true for your brand messaging. In theory, you know it’s important. In practice, it can play a role in changing the trajectory of your business in the best way possible. And yes, similar to your clients, you’ll wish you had done it sooner.
Today, I’m going to show you one way to do this. But first, let’s back up for a second, because this isn’t Patricia writing to you. Surpriiiiise.
Copywriting for the Luxury Market
My name is Jaquilyn Edwards, and I’m the Founder/CEO of Ochre & Beige, a copywriting agency that has specialized in the interior design industry since 2017. (With some exceptions if your business excites us!)
For the last 7+ years, both new and well-established interior designers have come to us for solutions-focused copywriting that drives them toward their biggest goals, such as landing bigger projects, securing new partnerships, expanding locations, and more.
To put it simply, our clients come to us with a vision. We use words to help them get there.
What Does Strategic Messaging Do for Your Business?
When I look at the clients who have worked with us over the last 7 years, every single one of them has come to us facing 1 or more of the following 6 challenges. Do any of them sound familiar to you?
Problem 01
Working on several small projects at a time feels tiring and inefficient. You’d prefer a few full-home or large-scale projects per year with high investments.
Problem 2
You’re ready to work with more of your favorite clients, but you don’t know how to tailor your messaging to attract them.
Problem 3
Some Discovery Calls require a lot of convincing and selling. You know that booking clients is easier when they trust you before even getting on the call.
Problem 4
You know how hard 1-2+ year projects can be when a client’s personality or values don’t quite align with your own. You would love to create a strong connection before a project begins.
Problem 5
You’re ready to step into a CEO role and let your team lead and manage projects, but you’re worried that making this shift will be a turn-off to potential clients.
Problem 6
You often compete for new projects with other interior designers in your market. You’re not sure what makes you stand out to potential clients, or how to express it.
Yes, strategic copywriting — and a high-end, aligned brand, courtesy of Fancy Girl Design Studio — can help you alleviate or even skip all 6 of these problems. For now, let’s focus on just ONE that can give you a leg up this year: how to attract more of your favorite clients.
Copywriting that Attracts More of Your Favorite Clients
First things first, to attract more of the clients you want, you have to know what they want. At Ochre & Beige, we always identify these 5 key client traits:
- Lifestyle + personality
- Priorities for their homes
- What motivates their buying decisions
- What they’re looking for from your service/product
- Their #1 one objective
Once you define these details, you can weave them throughout your messaging. That’s a bit easier said than done (which is why hiring a copywriter is an asset), but here are some Before & After copy examples to show you how that could work.
Before & After Copy Examples to Get You Started
Have you ever felt as if every interior designer says the same thing? You’re not wrong. (If your business is in a different industry, I bet you’ve seen some overused copy, too.) While this generic messaging may be accurate to the work you do, the problem is this — prospective clients won’t know why they choose you.
Specificity is what helps a potential client understand that you can solve their problems and connect with who you are and what you do. Here is how you could add connection-driven specificity to generic copy, depending on who you are addressing:
BEFORE: Generic
ABC Interiors creates homes that are thoughtful, meaningful and highly focused on meeting their owners’ personalities, lifestyles and aesthetics.
AFTER: Tailored to Families
ABC Interiors creates meaningful family homes where everyday life becomes easier and more fulfilling. From living rooms for gathering to kitchens that can host the whole neighborhood after school, your newly designed home will bring your family closer than ever.
AFTER: Tailored to Professionals
ABC Interiors serves high-achieving professionals with homes that envelop them in comfort, top-shelf quality, and one-of-a-kind customizations. From relaxing with a post-work cocktail to proudly hosting friends and colleagues, your home will become the luxurious respite you deserve.
AFTER: Tailored to Retirees
ABC Interiors creates homes that are comfortable, personal, and designed for leisure. By bridging your best memories with what you love most — such as gathering friends and family, nurturing wellbeing, or hosting events for your community — your home becomes the fresh start of an unforgettable new chapter.
Notice what all of these “after” examples have in common:
- They include what this person wants from their home
- They share specific details about the lifestyle this person is living
- They finish with a punch — promising this client’s #1 objective
The funny part is, these examples essentially communicate the same info. But there’s a dramatic difference in how that info is communicated and who it resonates with. Note: If you have multiple ideal clients, speak to the lifestyle and values they have in common.
Use Messaging Consistency to Build Trust
Lastly, remember that consistency is what builds a brand, and brands create trust. Infuse relevant, highly specific details into every aspect of your messaging, including:
- Your website copy (the most important!)
- Your social presence or in press statements
- Client-facing materials (presentation, proposal, onboarding, etc.)
- Internal team documents for unity
Alongside great design, this is how you plant the seeds that grow the type of clients and business you really want.
About Jaquilyn
Jaquilyn Edwards is the Founder and CEO of Ochre & Beige, a copywriting agency serving interior designers with website copy, marketing content, and luxury client resources. Since 2017, she and her team have crafted strategic, connection-driven copy that helps clients achieve their biggest goals: studio growth, leadership, and a life they love.
