Whenever I have Content Strategy Session with new blogging clients, I always ask this question: “Where do you see the most disconnect between new clients’ expectations and reality?”
Can you guess the #1 response? The #2 response?
I’ll reveal both below, but for now, know that your blog can and should work to bridge this gap.
Today, I’m giving you the 6 blog post topics that I’ve found to be the most effective at doing this, while also serving the greatest number of other purposes. All of these topics can help you do at least 1 or more of the following:
Educate your ideal client to create realistic expectations
Ensure that the people who contact you really are your ideal clients
Help you build a resource library of content that you can share when onboarding new clients
Show your personal approach to design, project management, and client care
Let’s dive right in…
People need to know that you’re not just styling flat lays and shelves all day (I see you, HGTV). Yes, pretty pictures are important and can boost your likes and followers. But remember that “likes” and “DIYers” are far less likely to get you those full service design projects you want. Balance is key.
Remember too that interior design and renovations do not come on the cheap. Your clients are making a huge investment into their homes, and they need to trust that you can manage the project with professionalism and care. We have to build that trust.
Write one post breaking down each of your many roles in a list.
Think of the thousands of design decisions that happen in a room, pick one, and write a post about it!
Give one of your roles its own blog post and expand on that role with real examples. Some examples could be: “How we create your home’s design concept” or “What really happens behind the scenes of your renovation” or “How your interior designer saves you time.” Repeat as desired with each of the hats you wear.
Remember that question about the biggest disconnect between expectations and reality? The #1 answer is COST. People simply don’t know the investment required for a renovation or design project, and let’s be honest, reality TV isn’t doing you any favors. This post can also help lower the number of people who contact you who aren’t your ideal client.
Break down some ranges of what different home projects cost overall. You could break it into price levels, break it down by room in the home or home size, etc. — however you would typically advise clients.
Break down the investment range of furnishing a full home or room.
Explain how designers charge for their time (there are SO many different models out there) and why your model works best for you.
Give potential clients step by step instructions for creating their project budget.
Bonus Tip: A budgeting worksheet makes for a great lead magnet. Only people who are truly considering an interior design project will download it!
Every designer has their own process, project phases, and approach to working with clients. These types of blog posts are a great way to build your potential clients’ trust, acclimate them to the process (again, reality TV has set some unrealistic expectations here), and ensure that your working style is harmonious with theirs.
Write an overview of your design process’s phases.
Give each phase its own blog post and elaborate on the process and what clients can expect.
Write a blog post on all the unexpected things that can happen and your process for handling them.
Write a post on the behind the scenes things that people don’t see on TV. (We have a blog post template for this type of post.)
I’m willing to bet you’ve had a client who wanted their home completed by Christmas, and they contacted you in… November. Yeahhh, not going to happen. This is the 2nd most common answer I’ve heard. People simply don’t know what is and isn’t realistic, and it’s your job to tell them.
Give some time ranges for the most common projects you work on and their variables (with/without construction, one room or full home, single level or multi-level, etc.)
Give suggestions for when new clients should reach out based on their timeline goals. E.g. Reach out in “this month” if you want your home completed by Thanksgiving.
People love a transformation story, especially when they can picture themselves as the story’s heroine. Make B&As all about the clients and how the design fits their lives and inspires them to live better than ever.
I know that Ann Sacks tile you picked is completely drool-worthy, but remember that pretty images are rarely the biggest motivating factor for someone to hire you — the chance to live an incredible life is.
Share a Before and After or just an After Reveal. (We have a blog post template for this type of post.)
Reveal the whole home or break it into segments, such as living and dining areas vs. bedrooms and bathrooms.
Make sure to talk about the clients and how the home fits their dream lives!
Readers love roundups for their pretty, easily digestible content. I love them for YOU, because they attract attention, immediately help someone decide if your aesthetic is right for them, and are the perfect lighthearted posts to balance out more serious topics.
Bonus: You can also include affiliate product links or links to your online store if you have one.
By Room — bedroom, bathroom, living room, kitchen, etc.
By Object — lamps, art, mantel or bookshelf accessories, lighting, etc.
By Season — spring, summer, fall, winter, special holidays
By Price Range — save vs. splurge
The options are endless!
Lastly, I want to say that if you’re worried about writing on the same topic as someone else, you can rest easy.
First, there are hundreds of thousands of articles online about the same topics. If I was worried about repeating someone else’s marketing advice, I’d never get anything done! In fact, I rarely even read other marketers’ advice, because I’d rather tell you what I have personally seen get results.
So be authentic to YOU.
If you’re writing the post with your perspective and voice, drawing on your personal experience, and telling stories from your firm, it’s not going to sound like someone else’s post. Period. Do that, and your tribe will find you.
Okay, I’ll wrap it up here, but I hope this insight has been helpful and those writing juices are flowing! As always, if you need help with content strategy or ghost blogging, we are here and happy to help.
Until next time,
I believe that life, like home, is meant to be designed. In just 3 years, I built a life I love and a business that supports interior designers across the globe. I’m obsessed with books, a bold red wine, and helping women rise in their power — and I believe that your freedom in business starts here. Read more >>