What Level is Your Design Business?

Power Talk Friday: Lisa Princic: Uncovering the Value Proposition in Your Interior Design Business

Episode 696 of A Well-Designed Business®

Today with Lisa Princic:

Welcome to A Well-Designed Business. We talk a lot about niching on the show. But today we’re talking about a different aspect of getting clear on what you do—your value proposition. Don’t let the marketing jargon fool you: your value proposition is something you already have, whether you’ve defined it or not. Today, business strategist Lisa Princic is sharing her insights on what a value proposition is, why it matters, and how to gain clarity around yours. 

Pick it apart:

  • [0:53] Lisa highlights what a value proposition is and how it helps you think about your business like a business. 
  • [5:15] Lisa shares her story of entrepreneurship and how she realized that she needed to define her value proposition.
  • [11:12] LuAnn and Lisa discuss the emotional transformation designers offer their clients and how they can distinguish that from others. 
  • [23:48] LuAnn and Lisa talk about why it’s worth taking the time to get clear on your messaging.
  • [31:05] Lisa discusses why targeting your message at the clients most ready to buy makes more sense than trying to attract everyone.

LuAnn and Lisa Princic’s Ah-Ha moments:

“This is what I find interesting about service-based businesses. We start a little bit casually. We say “I want to do this thing” and we don’t really think about it like a business. But could you imagine a business that is planning to have huge growth or is asking for a lot of venture capitalist funding before they get started—they have to prove themselves before they go to market. They’re figuring out their value proposition before they’re setting up shop. They have to know that it’s getting traction, they have to do their market research, and they have to get clear on why it’s going to be successful. We don’t do that.” -Lisa Princic


“Whether or not you call it out on your website “I am the interior design that does sustainable design” for example, if you have enough blog posts and information out there, the people that are searching that will find you, and if they love your portfolio and all the other things fall into place, then they already know you can do that because of the writing, but whether your website has you niched all the way down is irrelevant at that point.” -LuAnn Nigara


“Trust is created through words more than it is through photos. It’s letting them know what you do. You can be ultra nurturing, you can be leading edge…these are all really subtle things that we can write down…You’re going to better suit different clients based on your personality.” -Lisa Princic

More About Lisa Princic:

Lisa Princic is a trained business strategist and the host of the Scaling Deep Podcast. Lisa’s clients turn to her for help with business growth when they are worn out from chasing the next mass marketing trick, but know they need to go beyond word of mouth. She is a results-oriented, deep thinker who has an innate instinct for “seeing” the value of a business and turning that into a pipeline of ideal clients. A staunch believer in business simplicity and intention, Lisa helps her clients accomplish their goals by focusing on what to do AND what to ignore.

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A Big THANK YOU to Today’s Podcast Sponsor:

Revel Woods: your source for premium hardwood and resilient flooring. Using the Revel Woods selector tool, you’ll be able to find curated suggestions for your project catered to your client’s home. When you sign up for a free professional membership, you’ll get access to exclusive discounts and referral benefits. Visit revelwoods.com to get started.

Other Shows Mentioned: 

#651 Power Talk Friday: Rachael Bozsik: Gaining Credibility in Interior Design


#174 Power Talk Friday- Fred Berns- Own Your “Only” Word & Tips to Discover Yours


#256 Nancy Ganzekaufer- A Powerful Strategy to Attract More Clients


#214 Rachel Moriarty: How FaceBook Live Can Be A Game Changer For Your Interior Design Business

What Level is Your Design Business?