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Don’t believe the “myths” about marketing.

That was my advice this week in a tele-seminar sponsored by the International Design Guild for its “premier professional” designer group.

The misconceptions  and misinformation about marketing were key themes of the program for the group, which consists of the top designer clients of IDG members.

IDG is an organization of independent, decorative home furnishing showrooms serving the luxury floor covering market.

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I addressed the myths that design industry marketing requires lots of…..

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+ Money. Baloney! Some of the best marketing design firms and industry partners can do costs the least. Some costs nothing at all. To learn more: http://fredberns.com/Products_Million.html

+ Time. Wrong again. 45 minutes a day — or a half day a week — are all you need to implement some high impact marketing strategies To learn more: http://fredberns.com/Products_WorkLessEarnMore.html

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+ Outside Experts. No one can promote you like you. Why hire others to do what you can do better?

+ Advertising. Return to Paradise move Talk about a waste of money! The best advertising that design professionals and industry partners can’t buy is free publicity:  articles by and about you in publications read by those you seek to influence.

Blood Diamond buy What’s it going to take to make 2008 great?

What’s it going to take to generate more sales, profits and income than ever before?

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For starters, it will take better marketing.

That means connecting in better ways with better prospects.

Early next year isn’t the best time to develop a better marketing strategy.

Now is.

And between now and Dec. 7 you can save $100 on the best package of marketing tools available to design professionals.

It’s called the Promotion Power Pack, and it consists of 3 books, 5 audio CD’s, 2 manuals, 1 booklet, and 1 pocket card.

This marketing mega-set will teach you what you need to know to make a maximum marketing impact in 2008 for a minimal investment of time and money.

Order the Power Pack by 5 p.m.(eastern time) on Fri., Dec. 7, and pay only $150. Thereafter, the price returns to $250.

For more information:
Promotion Power Pack

You’re face to face with a Powerful Prospect.

“So, how big’s your firm?” he asks.

“Four other designers and myself,” you say.

Wrong answer.

It makes your design firm sound small. And small firms don’t usually land large projects. Or get large fees.

Why not talk about your team?

Prospects need to know there’s more to your team than just designers.

Your team includes flooring specialists. And kitchen and bath professionals. And window fashion experts. And painters, faux finishers, artisans, electricians, heating and cooling pros, installers, landscape architects, and all sorts of other contractors and craftsmen.

Then, too, the team includes your vendors and suppliers. Like furniture companies, fabric manufacturers, wall covering firms, drapery workrooms, appliance retailers and other providers of everything from cabinetry to carpeting.

No, don’t say “small” to the Powerful Prospect.

Say “big enough to provide a full range of services.”

Your marketing materials don’t say it all if they make you look small.

Take your website, for example.

Gattaca ipod Is the section called “About Us” about … all … of us?

Does it merely promote the principals, or does it also feature the allied professionals with whom you align?

Does it speak to the collective excellence and expertise of the whole team?

Promote your team by touting your teammates.

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Include their bios and info about their:

+ experience
+ awards
+ affiliations
+ clients
+ products

Have them post your information in their materials, and link to your website.

So, you know you’re stuff.

When it comes to floor plans or fabrics or custom cabinets, you can talk for hours. You’re an expert. Great!

But not enough of the right people – your key prospects – know of you, or your expertise. Not so great.

Why not share that expertise with potential clients by presenting continuing education classes,  seminars or other public programs? Why not get paid to share your insights and know-how – and pick up new clients in the process?

One Midwestern designer traces 85 per cent of her business to the “Principles of Design” adult education classes she presents.

An east coast remodeling specialist recently got a $800,000 job from an attendee at  her “50 Quick Fix Remodeling Tips” seminars.

You can offer seminars, courses, clinics, workshops and other programs at adult learning centers, chambers of commerce, hardware stores, libraries, and elsewhere.

Some suggestions on how to add class to your class and book a bunch of business while you’re at it:

Think “Catalogue,” not just “Class” – Your course description can attract lots of business from those who never attend your class. Why? The catalogue may reach hundreds – and you’re inclusion in it positions you as an expert.

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Team Up – Ask a retailer, supplier or other “partner” to promote and host your program. Point out that it’s a great way for them to reach out to their prospects.

Sell Yourself! – Promote your services. Remember: Most do-it-yourselfers don’t. They want and need your help.

Touch ‘em with your Topic – Focus on a subject you know about – and your ideal prospects care about.

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Thinking about sending out holiday cards soon?

So’s everyone else. That’s the problem.

This is the time of year that design professionals, retailers, showroom managers, manufacturers’ reps and others have the same idea in mind: mail  out those seasonal sentiments.

Your cards, and maybe even your gifts, can get lost in the shuffle.

So many of those hot prospects of yours get so much stuff from so many vendors, that they don’t always pay much attention to whom sent what.

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Kind of defeats your purpose, don’t you think?

Why not do what your competitors don’t do over the holidays? Why not pick up the phone?

Call your clients and prospects and other contacts and pass along your holiday greetings over the phone,

Smile and dial and say: “Seasons Greetings!”

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Jack Squad movie full Will you reach everyone you call? No. Will you end up leaving some voicemail messages? Yes.

But sincere personal messages are always appreciated.

Funny thing thing happens when you call and offer you personal best wishes for the holidays. 

You don’t mention work,  but those you call often do.  Your call may result in more business, or some good referrals. 

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