Dear Reader,
Before reading this writing sample, know this:
The following persuasive / seductive copy was written for a landing page for an online coaching course for interior designers.
The formula used to craft this landing page's copy was inspired by the field of Positive Psychology and the Art of Seduction / Persuasion
This copy originally appeared on a separate website. The copy has not changed; however, aesthetically, the editorial design is much different.
"Middle-Class Millions"
Category: White Paper — Client: Interior Designer Intervention — Copywriter: Brad Williamson
Studies have made it clear that interior designers are struggling to earn a comfortable living for themselves.
However, per the discoveries made during the production of the report you are about to read, there is a trend currently in development that will provide immense opportunity for interior designers’ creativity and expertise to be fully realized, and the money they earn in exchange for it to be more plentiful than ever before.
What We Discovered:
Two discoveries were made during the production of this report:
The exact reason why interior designers are struggling to make a comfortable living for themselves.
The solution interior designers must embrace in order to cease their struggles and, in turn, provide them with ample opportunity to earn great success.
The Primary Cause Of The Struggle, Revealed:
Based on the Interior Designer Intervention’s assessment of the interior design industry and the interior designers who serve it, we have found that interior designers are struggling for the following reason:
There is an illogical industry-wide belief that interior designers should primarily aspire to serve interior design to upper-class homeowners.
The Struggle, Analyzed:
For the longest time interior design industry leaders have encouraged interior designers to target upper-class homeowners with their interior design services.
The reason: They have the most money to spend.
Naturally, as a result of this advice, interior designers have spent a tremendous amount of time and effort strategizing how to earn the design projects of the world’s wealthiest 1%.
The end result of these efforts: Competition among interior designers to serve this highly sought after demographic has been fierce.
The majority of the industry’s interior designers have been trying to serve the world’s least populated demographic; and, as a result of there being so many interior designers and so few upper-class households to serve, the interior designers who continue to try to earn the projects of the world’s wealthiest 1% are projected to earn less than $40,000/year. That’s not a lot.
The Solution To The Struggle, Revealed:
As a result of interior designers being — what Interior Designer Intervention labels — “addicted” to primarily wanting to work on upper-class households’ interior design projects, the Interior Designer Intervention, as well as interior design industry pundits, deem the following trend to be active now and for the foreseeable future:
Middle-class households should now be residential interior designers’ most sought after demographic to serve.
The Solution, Explained:
Most middle-class homeowners — many of which are a part of “Generation DIY” — believe interior design to be a talent/skill used to strengthen a home’s style.
However, interior design’s greatest purpose is, by definition, more impactful than that:
Interior design’s greatest purpose is to strengthen the physical, psychological, and/or spiritual well-being of an environment’s residents.
Now consider this: The middle-class’ overall well-being — as well as the well-being of the classes that fall below it — is weaker today than it ever has been before.
Given these circumstances, the reason why the middle-class is projected to become interior designers’ most sought after client-type becomes obvious:
If 99% of the world’s population is, arguably, suffering from a weakened state of well-being…
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And interior design’s greatest purpose is to strengthen well-being…
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Interior designers should sell interior design solutions that strengthen the well-being of those who urgently need them the most:
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Middle-class households.
Potential Obstacles:
As a result of middle-class households urgently needing interior design solutions to strengthen their physical, psychological and/or spiritual well-being, and because 99% of the population has never hired an interior designer, it is easy to assume that a demographic containing so many hot prospects would be easy to sell interior design services to.
Unfortunately though, that is not necessarily true.
Here are the main reasons why:
Most middle-class homeowners DIY (do-it-yourself) their interior design projects, thereby leading them to believe the services of an interior designer to be an unnecessary expense.
Most homeowners are not aware of interior design’s greatest purpose (to strengthen well-being). Therefore, before a homeowner can become a qualified prospect, they must first be educated on interior design’s true value.
However, despite these challenges, including many left unmentioned, the industry’s future outlook remains the same:
Interior designers who embrace middle-class households as their most sought after client-type will prosper, whereas interior designers who remain committed to serving mostly upper-class homeowners will continue to struggle as a result of there only being 1% of the population available for them to serve.
The Greatest Obstacle:
It is likely that most interior designers are already aware of the immense opportunity for wealth creation that servicing middle-class households offers.
How can this be assumed? Because the cause of interior designers’ struggles is so obvious:
In a country where almost 100% of the population has a place to call “home”, interior designers who aspire to serve only 1% of that population will inevitably struggle, if not fail completely.
And because the cause of interior designers’ struggles is so obvious, the following question begs to be asked:
Why didn’t interior designers embrace the middle-class homeowners long ago?
Change.
Change is the reason.
Or, rather, interior designers’ reluctance to make the psychological, philosophical and operational changes that are necessary in order to embrace middle-class homeowners as their primary target demographic.
In order to take advantage of the lucrative opportunity serving the middle-class offers, interior designers must make great changes to how they operate their business:
Business models must be changed.
Marketing strategies must be changed.
Even interior design philosophies must be changed.
And most interior designers are unwilling to make these changes, because…
Change is hard.
But it is not impossible.
Especially when the changes lead to great successes.
So, you see, the greatest obstacle interior designers face in their effort to design a successful business for themselves does not involve any outside forces. Instead, their greatest obstacle is…
Interior designers themselves.
How To Capitalize On This Middle-Class Movement:
There is a very specific approach interior designers must take in order to successfully earn opportunities to serve strengthened well-being to middle-class homeowners. And over the course of the coming week that approach will be revealed, via email, to those who submitted their email address in exchange for access to this report.
Here’s a breakdown of what the emails will reveal:
Email #1: Interior Designer Intervention will go over the many benefits interior designers will enjoy as a result of embracing the middle-class as their most sought after demographic to serve. (NOTE: There are more benefits than you think.)
Email #2: A detailed outline of the strategy that is used to persuade middle-class homeowners to hire interior designers will be revealed.
Email #3: Exactly how the strategy is implemented will be explained.
Wishing you less struggle and greater success,
~ Interior Designer Intervention