Often we find ourselves at a crossroads, a moment in time when we are stuck in our thoughts, trying arduously to make a decision for something that honestly scares us. It’s confronting the unknown that builds that ball deep in our stomachs. I remember a past client needing help to differentiate her business. She owned a high-end store that sold European articles like lamps, vases, and eclectic pieces to a clientele who appreciated unique elements of their home interior design. She was also a renowned interior designer, with her accomplishments featured in interior design magazines. But, despite her success, she was like every other store that sold similar stuff; her sales were consistently slowing down. So, we had a one-on-one—a sit-down.
In a conversation about her goals, dreams, and ambitions, outside of just making money, we focus on what excites her and what can bring back that fire in her belly. One idea came up: publishing a design magazine one day. Her dream has been to be the editor and have interviews, photoshoots, and the whole deal. But let’s be honest; it’s a costly dream in an industry that is very crowded. “Wait a minute,” I said, “maybe there is a way!”. We explored making a magazine to attract new clients, showcasing elements from her store and the interiors she designed. But again, how? We had a small budget. Through research, we found the perfect solution, a digital interactive magazine that can be viewed on people’s IPads. Yes, a solution. So, we just did it! Developed a beautiful layout with actionable elements, organized photoshoots of interiors she had designed recently, interviewed local artists, performers and celebrities, and created content that fit the niche clientele she was going for. Reached out to past clients through an email list and promoted on social media. She sent out a press release with an official launch event filled with friends, colleagues, designers, celebrities, and media. It was perfect. The magazine increased sales, prompting more clients for her interior designs that stretched out further than locally. Many more editions followed with a steady following.
The point is that sometimes going off in an unlikely direction may produce the results you are hoping for. The client needed to be different from her competition and be unique. Be bold and adventurous. Brainstorm and explore ideas, and always have fun.