You have probably heard the advice… “you need a lead magnet!” aka opt-in offer… aka freebie… And maybe you are even ready to take that advice, but what do you create?
- A design checklist can make a really pretty graphic… and isn’t always helpful enough to inspire someone to actually work with you.
- A renovation guide can be super informative… and often feel more like something written for someone planning to manage the project themselves.
- And a “planning your project” workbook might be interactive… and start attracting more DIY-minded homeowners than the kind of clients who are looking to hire an interior designer.
And of course there is the old standard advice… create a “10 Reasons to Hire an Interior Designer” worksheet, but has anyone actually ever downloaded that? Not that I have ever heard.
Coming up with a lead magnet sounds simple, but until you find the right idea that actually encourages people to share their email address with you, it is a lot harder than most people think.
And the lead magnet is just the beginning! You also have to have a plan for what to do once they share their email address with you. Otherwise you are just making a list with no purpose, and that is in my opinion a waste of time.
And if you are still unsure if you need a lead magnet or not, take a look at this blog Do I Really Need a Lead Magnet? where I help you better understand what that means, and 3 solid reasons why it may be an idea worth exploring
A really good lead magnet needs to do 3 things…
- Deliver a quick win
- Provide instant action
- Highlight your expertise
This is what we all try to create when we build our worksheets, guides and checklists, but all too often these fall short and just feel flat to those downloading them. Or worse… they don’t grab the attention of the audience we want to build and they are never downloaded!
A lead magnet that is never downloaded is just more digital clutter!
Most importantly a really good lead magnet makes a lasting impression. I remember the first lead magnet I ever signed up for. It was so simple, and checked all the boxes – quick win, instant action, highlight expertise – that 23 years later I still remember it. In fact, I still use the sage advice it shared today.
That was a powerful lead magnet! Not only did this lady change my life with one simple piece of advice, she is the person I would reach out if I ever needed her type of expertise again.
(and I tell that story in Do I Really Need a Lead Magnet? so again check out that blog!)
So where can you make an impression with your potential clients?
What is the ONE thing about your Interior Design business that always gets someone’s attention?
Your design portfolio of course! Those who are interested in hiring an interior designer, love to see the work you do.
- We want to see the kitchen that went from chaos and clutter to “OMG I want to cook in there!”
- And that bathroom that just invites you in to soak away the stress of the day… we want to see that too.
- We also want to know more about textures, layers, fixtures and lighting plans, and why all that matters.
Essentially we want to know your secrets! We don’t want to steal them, but we do want to know if they will make our life better.
SIDE NOTE: The DIYer who discovers your website is going to try and do things themselves no matter what you share or don’t share. And guess what… they aren’t your dream customers anyway. So don’t be afraid to share openly what you do. Those who appreciate your talents will be happy to hire you.
Turn that Portfolio Project into a Lead Magnet
Every interior design project has more than photos. There is the desire that inspired the change, the vision that came out of this desire, and the brilliant workmanship that brought it all together. And there are so many different nuances that can be shared that are unique to each project.
Plus the people looking at your website probably didn’t show up for the guide or checklist that you created, no matter how many hours you spent perfecting.
They are interested in the work you do which leads them quickly to your portfolio. So instead of just showing them the finished photography, I say, invite them deeper into the story behind the design.
This is an idea I am really passionate about, and have even written quite a few blogs on the topic. You can check these out here…
I even have a free course in Solo Grind Central Designing Your Portfolio, that goes into more depth than the blogs. So check that out too if you are looking to make the most of your portfolio
Right now I want to build on what I’ve already shared by showing you how your best projects can become a lead magnet that brings visitors further into the story behind your work.
This doesn’t have to be anything fancy or difficult and time consuming to create. Just something as simple as a line of text on the portfolio page that says…
Want the behind the scenes details on how this project unfolded, get the full story here... and give them a place to enter their email address.
Before you add the opt-in, plan what will happen next…
Getting their email address is simple, creating a WOW experience after the email is shared takes some planning.
While the goal may be to gather email addresses of potential clients, that will only work if you use those email addresses to create an experience that pulls people in closer to you.
That email address is the gateway to creating a lasting connection, building a relationship with potential clients before you have even spoken to them, and being a valuable resource they will reach out to when they are ready.
My best advice is think about the journey you want to take potential new clients on once they share your email address. How do you want them to feel, and what do you want them to know about you, and build the “what happens next” on that.
Step 1: Develop the story…
Each project has a unique story that shares how it all unfolded and transformed into the beautiful design in your portfolio. It is up to you to decide which story you want to tell?
Here are a few ideas to help get you started…
- What wasn’t working that told the clients it was time for a change
- That ‘aha’ moment when you knew exactly what the clients needed, even if they didn’t realize it yet
- The layout change that completely changed the flow of the home
- Why you chose the materials you did (and what alternatives you considered)
- The color scheme and what inspired these colors for these clients
- How lighting created the look and feel the clients were dreaming of
- A design trend the clients loved—and how you interpreted it in a timeless way
- That one detail that adds character but is easy to miss in photos
- How the architecture of the home influenced the design
- How the history of the community or just the location influenced the design
- Steps you took to tell the clients story through the design of their home
- One element you believe will still feel beautiful 10 or 20 years from now
These are the kinds of stories that pull the reader in, and show how incredibly talented you are without having to brag. And it is these kinds of stories that help the reader start to imagine what it would be like if you designed their space.
Plan out the emails you want to send…
These emails are your NURTURE SERIES and there is a strategy behind doing these well. Ideally your nurture series emails should help the reader
- Get to know you better as a person (not the credentials, but the real you)
- Educate them about what interior design really is and why they need it
- Inspire them to want more from their space that supports a better life
- Engage the reader and get them thinking about “what if I could have…”
- Extend a friendly invitation to work with and what that means.
The ultimate goal is to guide someone through the transition of being mildly interested, to becoming a client without being salesy or using manipulative tactics.
If you are looking for guidance on building your nurture series, be sure to check out the Nurture Series Roadmap in Solo Grind Central. This workbook was designed to help you establish the like-know-trust factor, one email at a time.
Get a tool to automate sending these emails…
Once people sign up, they are going to want to receive their first email right away, and you want to make sure the follow up emails are delivered seamlessly without you having to send them, so you have to automate this process.
There are a lot of tools out there to help you do this, and my recommendation today is Kit.com. Kit makes it easy to create and send beautiful emails, and it comes with a really fair price tag including a free version that does quite a bit.
Why This Works So Well
With all of the marketing techniques, tips and tricks out there, few have stood the test of time as well as storytelling marketing, and that is what you are doing with these Portfolio driven lead magnets.
As Lesli Poston, shared in her blog on the Forbes website…
“When you need to stand out in a sea of mediocrity, storytelling emerges not just as a buzzword but as a fundamental strategy that brands use to connect with their audience on a deeper emotional level.”
When you take the time to share the story behind your designs, you are doing more than just sharing some cool details about your project. You are creating a stronger emotional connection with the reader.
If you’re curious to explore the psychology behind this a little further, I highly recommend reading the full article: Harnessing The Power Of Storytelling In Marketing: A Psychological Perspective. While the blog is a few years old it still holds true.
Your Portfolio Already Holds the Stories
Your interior design projects are full of stories. Stories of desire, trends, challenges, and transformation. They share the dream that life really can be beautiful, comfortable and functional, and that your days can be easier when you live in a home well designed for the life you live.
Use these stories to your advantage. I promise it is a lot easier than trying to come up with another “clever checklist.”
