Archive for the ‘Design Business’ Category

5 Business Lessons I’ve Learned

Posted by


When you’ve been in business as long as I have – over 17 years now – you learn some things along the way. I’ve learned from business experts, coaches, my dad, and so many others. But the lessons I really took to heart are the ones I taught myself, by making missteps, having to course-correct, or flat-out failing at something!

Those experiences may not be fun, but they do give you a real-world lesson. And they taught me that I can fail at something and come back even stronger. So here are the 5 lessons I learned the hard way over the years:

1. Bigger is not always better. I thought I had to have a big office and a huge staff to be taken seriously and to get everything done. I just thought that was what you did as a “real business.” Boy was I wrong. I’m now in a much smaller office (more about that in the future), and I not only have a leaner staff, but they are based in several different states, too! We are a much more efficient and cohesive team that functions at a high level with a lot of online tools. And business is better than ever!


2. Profit margins are where it’s at. I’ve told you over and over how I had to face some hard truths early on in my business, and get super-serious about my financials. And the one thing in that painful process that really rocked my world is the realization that profit margins are the key. Small business owners like me can fool ourselves into thinking we have a ton of money coming in. But once we weigh that against the expenses going out, or against our REAL hours spent on the project, we can get a cold slap in the face when we realize we aren’t making a 10th of what we think we are. I watch my margins like a hawk today!

3. Think local. Now I love the major shelter magazines more than you can imagine, and they are always my goal for publishing. But sometimes we forget that our local magazines are fabulous vehicles for getting published, too! In fact, they can often bring in more clients for a designer than one of the national magazines. So even though I will always earmark projects for submission to the premier magazines, I really love to support my local and regional publications, too. In fact, as I always say, At Home in Arkansas really helped me get to where I am today!


4. Niche is key. If you’ve spent time with me, or read this blog for any length of time, I know you’ve heard this before. But defining and refining what makes me different from other designers and businesses was the key to everything for me, from getting covers of publications, to forging new partnerships, to attracting new clients across the country. In the early years, I wasn’t clear on that niche. It took me a while to really settle into what was my “sweet spot.” That happens for a lot of us, we’re afraid to be pigeonholed. But being clear about what makes us different is really what sets us apart!

5. Leap into new ideas. This one is actually already part of my DNA – I love to come up with new ideas and strategies for my business. But where I’ve made missteps in the past is on not pulling the trigger! Whether it was fear or overthinking, I’ve missed out on some really great ideas that I then saw someone else execute and put out sooner than I did. And good for them! However, it did teach me to trust my gut and leap when I have a great idea. After all, if it doesn’t work, I’ll have another good idea to replace it!

What do you think about the lessons I’ve learned? And what are the most important lessons you’ve learned along the way? Let me know in the comments section below!







Top 5 Reasons to Have a Blog on Your Website

Posted by


My coaching clients, Mastermind members, and course attendees ask me one question probably more than any other: “Do I have to blog?” I hear you: you have enough to do already and you are not a writer, but I would say that blogging is absolutely crucial to the success of your business.

For the last six months, I’ve kept a commitment to blog 5 days a week. It’s been hard at times, but that consistency has paid off. Actually, it’s done more that that: my readership has exploded! The number of followers on my blog has increased; my Facebook and Twitter followers have increased; and that is just that many more people that know about my business and what I offer, right?

Blogging may seem “old school” to you, and maybe you just don’t see the point of it, but here are my top 5 reasons that you should have a blog on your website:


1. Having frequent, fresh new content (like from a blog) makes Google rank your website higher than a site without that fresh content. Updated content lets Google know that your site is active and they should keep paying attention to it. Every new indexed page is another opportunity to improve your SEO and drive traffic to your website. Because how often are you really updating your About page or your Services page? Google only needs you to update that blog with new content 2-3 times per week to be considered “fresh,” so you don’t have to blog every single day. And you don’t have to write a book – just be sure to use those keywords to attract attention

2. Blogs are the easiest way to position you as an expert in your field. There are probably thousands of blogs out there about interior design but a lot of them are not by designers, and we are the experts in this field. Own that. People want to hear what you have to say because you are the professional and they like your style. By posting topics that resonate with your audience and show your knowledge, you are marketing your skills for your business and services.


3. Blogging also gives you great content for your social media. You can (and should) have your blog auto-post to your Facebook business page and Twitter, giving you new content for both of those platforms. You can also use a photo from your blog on Instagram. This “360 approach” to your content will allow you to drive traffic to your social media, and then from your social media back to your website. That’s what I call a win-win!

4. You can really highlight your niche, what makes you different from all other designers, by using your blog. I always say that if 10 of us wrote about the color red, none of us would approach that topic in the exact same way. This is a great chance to show prospective clients and partners why you are so unique!


5. Driving traffic to your website increases the number of people who know about your brand and services. The more people that know, the more chances you have to convert the occasional blog reader into a client or a lead on a client. More clients equal more opportunities to make money for your business and do the thing we all love to do: Design!

Once you get into blogging, it will get easier. Stay committed to having a real voice and talk about things that interest you but always try to relate it back to design because, in the end, that’s the whole point. Also be sure you’re delivering authenticity! It will make it that much easier to be trusted as a designer while boosting your business at the same time.

So have I convinced you? Blogging really isn’t that hard, and the more you do it, the more you’ll enjoy it! Let me know what you think in the comments section below!







Top 5 Reasons to Add Video to Your Marketing

Posted by


There’s a reason that I regularly post videos on my blog, that I have a Tobi TV page on my website, and that I have both a YouTube channel and a Vimeo site. It’s because video really is the future of online content and marketing. Actually, it’s already a major player!

Did you know that 78% of all the people in the U.S. watch a video online every week? That’s a lot of people! And if you look at a worldwide audience, it’s mind-boggling how many people are creating and viewing videos! So why should you include a video strategy in your business marketing plan? I’ll give you 5 good reasons!


1. Volume. By next year, research says that video will account for 69% of all online traffic. And there are over 1 billion visitors on YouTube every month – that’s with a B! That may make you think that you don’t need to get into a crowded field, but I would turn that around and say that there are so many people who want to see video that you should jump right in and give it a shot! There are plenty of “eyes” to go around!

2. Engagement. 90% of information transmitted to the brain is visual, and visuals are processed 60,000 times faster in the brain than text! Video is naturally engaging for viewers – they are drawn in almost without realizing it. And here’s another amazing fact: Videos in emails generate 76% more clickthroughs.


3. Attention and retention. In this day of information overload, video offers the quickest and easiest way to send a message. Forrester’s Research says 1 minute of video is worth 1.8 million words in terms of how quickly it can get your point across. And most people retain 95% of the information they get from a video, compared to only 10% for text. Even more importantly for small businesses, visitors will stay on your site 2 minutes longer after having viewed a video.

4. Branding. Axxon Research says that 70% of people view a brand more positively after they watch a video from that brand. People also remember videos much longer than they do text – which means they’ll remember your brand more easily if you use video, too!


5. Emotional rescue. Brand strategists all agree that they way to attract and retain customers is to make an emotional connection or relationship with them. A study by Forbes and Distilled showed that it can take 15 seconds to make an emotional connection with text, but only 5 seconds or less to hit that emotional button with a video. Given that humans now have the attention span of a goldfish (roughly 8 seconds), the quicker you connect, the better!

Really, video is just storytelling in visual form. It’s a way to really show your personality and engage. So you want to have some fun with it. But you do also need to have a strategy. What goals would you want to achieve with video engagement – what do you want people to learn about your business? And remember that short attention span and keep your videos short, too. Micro-video is really starting to ramp up, thanks to Instagram, which would be videos that are about 15 seconds.

Don’t let fear hold you back! Get out your phone and start practicing. You may be a YouTube star in the making!







5 Reasons to Look Ahead to 2017

Posted by


I am a major planner – I love to make lists and set steps to help me reach my goals. And there’s nothing I like to do more than to start thinking about what I want to accomplish next. If you’re the type of person who thinks that’s crazy, or you don’t know why in the world you should start thinking about 2017 right now, I have 5 good reasons for you to start your planning for the new year!

1. The payoff. What you set in motion now will start making money for you in 2017! It’s like that quote that says that the future depends on what you do today – it’s so true. Marketing and PR that you start now can garner press for you in the spring. Business outreach that you put into motion today can pay off with customers in 2017. But it won’t happen if you don’t start the process as soon as possible.


2. Set a new course. Where are your weak spots right now in your business? Where do you need help? You may want to retool your brand, or add services to your menu, or expand your revenue streams. Think of the top 3 things that you want to change or add, and start organizing a new strategy to get you to those goals. Just writing that down will help you define your path to more success and a better business in 2017.

3. Saving for a big idea. For those new ideas you’ve defined for your business, will you need money to invest to make them happen? Now is the time to start setting aside funds for any money you’ll need next year! Having these next few months to put aside some cash will really come in handy for next year’s plans.


4. Organize your calendar. I know you’re probably super-busy just trying to get through each day right now, much less the rest of this year. But I promise that if you pull out a 2017 calendar and take the time to map out a few things, you’re going to have a better and more organized year than ever before! I plan any business trips that I want to take – like to markets or events – so I can figure them into my budgeting process. I also like to set aside my vacation now, so it’s locked in and can’t be moved! And I start really defining a marketing and promotions calendar for the blog, social media, and other marketing. It makes creating all that content so much easier and quicker when we do that. Be sure to include any holidays and special events that you want to hook onto for promotions. Like World Interiors Day on May 27 in 2017!


5. Set the tone for inspiration. Make 2017 your most inspired and creative year ever! I do this in several ways, but the most important is to set my theme for the year through a word or phrase. This is a great way to remind yourself through the year of what you want to accomplish. This year my word was FOCUS, and I have kept that in the back of my mind through the last 9 months. What will your word or theme be? And remember to set aside time (see the calendar above) to refresh your skills – to read, create, and learn!

Use these 5 ideas to prepare for your best year ever in 2017! Let me know what you think in the comments section below, and tell me how you’re getting ready for the new year!







PS: Need help setting goals or getting your finances in order for a fabulous 2017? Come join me at my Designer MBA event in Dallas Nov. 2-3 and we can work together to transform your business! You will learn how to charge what you’re worth, how to attract the ideal client for your company, how to schedule your time, and the best way to market your business. Learn more by clicking here!

8 Ways to Offer White Glove Service

Posted by


What if each time a client walked in the door of your offices, she was offered mint-infused water in gorgeous glassware and a handmade chocolate truffle? What if you showed up for every appointment at her house, unruffled, fully prepared, and right on time? What if she never once had to pick up the phone to call you because you and your staff were in regular contact, anticipating her questions before she even knew she had them? What if you gave her an exquisite thank-you gift at the end of the project? What if you gave every client that iconic white-glove service? Wouldn’t YOU want to work with a company that did all of that? I know I would!

Designing a white-glove customer experience is like designing a room — you have to think carefully about every element. So here are 8 ideas that will help you create that incredible experience for your clients:


1. Create a system for every point of contact. I want you to standardize all the points of contact with your clients by making checklists and setting up procedures so that you offer a consistently high level of customer service. If you have a system, you won’t drop the ball. And remember that your first point of contact is when a customer hits your website or calls your office, so be sure your brand is well represented in both of those areas, too.

2. Consistency is key. Do it the same way (fabulously) every single time for every single client. Besides the fact that it’s the right thing to do, also imagine how a client would feel if she compares notes with another of your clients and finds out she isn’t getting the same service. Yikes.


3. Gifts are great. Who doesn’t like to receive a little present? Pampering clients with thoughtfully chosen gifts at key stages of the project is an easy way to elevate your level of customer service. They don’t have to cost a lot to mean a lot. And never forget the power of a handwritten note!

4. Don’t leave them hanging. After the exciting presentation and before the installation is one long quiet time, as far as your client can tell. So be sure you have a communication system in place to keep them up-to-date and to let them know that you’re working hard on their project.

5. Elevate your ideas. Look at every system and step you have in place, from your presentation to any gifts you give. How can you add a WOW factor to really take your customer service to the next level? It could be something like sending an on-site video to them to tell them how excited you are to see progress on their home, to giving them their own private page on your website.


6. Do what you say you will. If you get down to basics, though, do you know what will make your client the absolute happiest? It’s if you can really deliver their project on time and on budget. So be sure you’re focusing on that as your top priority.

7. Own any mistakes. Hey, things happen – especially when there are so many moving parts to a project. But how you own up to your mistakes is what will really make your client feel like you care.

8. Say thank you. This seems so simple, but too many people forget it. Be sure to thank your clients for their business. They could have gone to anyone, but they chose you. Let them know you appreciate it – and don’t just stop with the end of their project. Check in with them throughout the year to let them know you’re still thinking of them.

Use these eight tips to take your customer service to that white-glove level! And let me know what you do to “wow” your clients in the comments section below.