Who Is Your Next Interior Design Client?

Image of your next interior design client as seen through a pair of binoculars

This isn’t going to be one of those blogs where we talk about ideal clients, target markets, demographics. Don’t misunderstand me, those things are important to understand when we’re looking for new interior design clients. But in this business insight, we’re going to exploit something much more fundamental to find that next interior design client. That’s to say, basic human desires.

But we’re interior designers, not behavioural psychologists. So, how on earth are we going to use basic human desires to sell interior design!? Fear not, the analysis has already been done for us. 100’s, if not 1000s of years ago. Because we’re going to use the 7 Deadly Sins as inspiration for our marketing campaigns. Intrigued…….

Use the 7 Deadly Sins to Find Your Next Interior Design Client

Our motivations are so powerful that they drive us to do things regardless of evidence to suggest we shouldn’t. The 7 Deadly Sins are so-called because, even though they might kill us, we go ahead and act upon them anyway. And to resonate with potential clients at this basic human level, can be marketing magic.

To name these self-destructive habits:

  • Gluttony – eat or drink more than we need to
  • Wrath – an old-fashioned word for extreme anger
  • Greed – a very strong wish to continuously get more of something
  • Sloth – unwilling to work or make any effort
  • Pride – feeling of pleasure and satisfaction because of something you’ve got or done.
  • Envy – wish you to have something someone else has
  • Lust – a very strong sexual desire
Image of the 7 deadly sins used in the marketing message for new interiors customers

Gluttony and Wrath

Of course, not all the 7 Deadly sins are immediately helpful when marketing interior design services. For instance, gluttony is specific to food and drink. Sure, we can make the link to kitchen design. But it’s a tenuous link.

Can we say the same about wrath? Without doubt, a badly laid out interior is unlikely to incur the wrath of God. But it’s often a source of frustration. Such as clothes falling out of an overstuffed wardrobe. Or sunlight obscuring our view of the telly. And this frustration, if tapped into effectively, can lead us to a new interior design client. And for more than just single room design.

Image of a very angry person jumping up and down with images of 1 of 7 deadly sins, Wrath, to demonstrate that powerful interior design marketing messages are those that tap into people's frustrations.

Greed and Sloth

Whereas the last 2 sins might be more difficult to tap into to sell interior design services. Evidence of greed has existed in interior design throughout the ages. Look no further than the stately homes of Britain to see greed. Not least, the Royal Pavilion in Brighton. Where King George IV had his seaside pleasure palace stuffed to the rafters with Indian and Chinese artifacts. For no other reason than he could.

So, to sloth. The rise of technology is in no small way driven by a desire to avoid work or effort. For instance, the vacuum cleaner has consigned to history the stereotypical pre-war image of people beating dust out of carpets. More pertinently for interior design, the light-switch is possibly heading the same way thanks to smart home technology. And pointing out to people that their lives could be easier with modern technology can pave the way for a whole house revamp.

Picture of a sloth next 1 of the 7 deadly sins, ‘Sloth’, to illustrate that tapping into people’s inherent idleness can bring more interiors projects to your studio

Pride and Envy

Appealing to people’s pride isn’t new in the world of marketing. For example, the Google keyword search ‘creating interiors to be proud of’ returns a host of homebuilding and interior design companies on page 1 of the search results. Not least, the LinkedIn profile of one of my clients. People are proud of what they’ve achieved. Something they often show through the size and value of their homes. To extend that pride to the inside of their homes will take little convincing.

Pride goes hand-in-hand with envy. Moreover, it’s so simple to tap into envy. If you’ve just completed a stunning project, put flyers through the doors of your client’s neighbours’ letter boxes. Not only will it trigger envy, but it could also quite possibly result in sales too. Sure, you can’t name your client (or give out their address). But ‘someone near you’ is good enough. Equally, interior designers using BIID or similar contract templates automatically have the legal rights to any project images.

Image of a man envious of another’s wealth to illustrate that envy of interior design clients can bring in your next interior design client


Finally, lust. Yep lust. This isn’t a vague reference to how sex-appeal has been commonly used for marketing and advertising purposes. Not least in the fashion, automobile, and beauty industries. I’m talking about something much more specific. Young men with money. And how, with the right interior design for their bachelor pad, their guests may stay longer. Much like my last sentence, your marketing message shouldn’t be blatant. Just close enough to the bone so your potential clients can infer what it means.

Image of a horny devil with the deadly sin ‘Lust’ to show that an interior design marketing campaign modelled on lust can be very successful if the target interior design client is young men

The 7 Deadly Sins and the Sales Funnel

Our light-hearted trip around the 7 Deadly Sins is a means of highlighting the journey that people must take to become a client. It’s known as the sales funnel. To give a summary, the sales funnel has 3 different sections: awareness, discovery, and action.

The action end of the funnel holds the least amount of people. Those ready to buy a product or service but need to decide who will supply it to them. Too often, the marketing activities of small businesses start and end here. And interior design studios are no exception.

But there are more potential clients waiting further up the funnel. In the discovery section, there are people who are fed up with everything they need to do. But they haven’t realised that interior design is a means of solving that problem. Or that they don’t need to buy a fancy car to show off their latest promotion at work. A stunning living room will serve the same purpose.

There are even more potential clients in the awareness section. People who haven’t realised, until you pointed it out to them, that sun glare on their TV screen is really, really annoying. In effect, this is where we point out people’s problems to them. And give them a way to solve them, in the same message.

Image of a sales funnel which can be used to find your next interior design clients

Who Is Your Next Interior Design Client?

Your next client is someone who you can connect with at an emotional level. And to do that you’ll need to tailor your marketing campaigns to resonate with their underlying motivations. Because many of your potential clients won’t know they’ll benefit from the services of an interior designer. That is, until you enlighten them.

Do You Want to Your Marketing Message to Generate More Interior Design Projects?

Do You Want to Your Marketing Message to Generate More Interior Design Projects? But you’re not sure what how to go about it? Then find out how YourCoachApproach can help. And let’s see what we can do together.

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