Articles: The Best Advertising Design Professionals Can’t Buy
Articles are the best advertising money can’t buy.
Don’t just tell me you’re terrific. Show me what you know.
Fancy phrases and portfolio photos aren’t enough anymore to impress balky buyers.
Today, you need to wow ‘em with your wisdom.
What better way to do that than to write about how your prospects can overcome their key interior design challenges?
Share your insights in articles, blogposts or reports.
The idea, here, is to play doctor. You diagnose the “pain,” suggest a few remedies, then offer yourself as the cure.
So, what hurts?
For some owners of new, huge homes, it’s all that empty, dead space. For some residents of older homes, it’s declining property values.
For some vacation home owners, it’s sun damage to their artwork and rugs
For some executives, it’s outdated corporate offices. For some physicians and attorneys, it’s uninviting waiting rooms.
So, write articles on how to:
+ Spiff up your space so it fits your lifestyle
+ Enhance your home’s “net worth” and prepare it for resale
+ Cover odd-shaped windows and protect your interiors from UV rays
+ Select functional furniture that increases your company’s productivity and profits
+ Warm up your waiting room
I “ghost write” articles for design professionals on those and other topics. The articles carry their bylines, contact information, and “specialty” information.
In the “Posh Can Be Practical” article I created for one designer, her specialty line read:
“As a full service designer who has created my own line of eco-friendly furniture, I specialize in helping leading homeowners add logic to their luxury lifestyle.”
That kind of specialty line gets the phone ringing.
Why write articles when you can advertise, instead?
Because advertising doesn’t work.
I’ve never met a design professional who got a big job from a big ad.
Articles by or about you in print and online get you visibility, credibility and clients.
Ads don’t.
Articles establish your expertise, educate others about your value and give you a competitive edge
Ads don’t.
Writing articles is smart marketing.
Advertising is a waste of time and money.
Fred Berns writes articles, bios and other website copy for interior design professionals and design industry partners worldwide.