Our brains are wired to filter out information that is unnecessary; that’s why marketing fails so often. To get through the filter and get your client’s attention, you’ll have to do something radical—you’ll have to get different. Author and entrepreneur advocate, Michael Michalowicz shares his solution to the highly ignorable marketing trap.   

In this episode we learn:
- organize clients by revenue spent and their crush factor (how much you love working with them)
- find out where your ideal clients converge and market there
- avoid being highly ignorable, approach clients in a way that gets their attention
- perform your own R&D (rip off and duplicate)
- be the true you; lean into it
- be strategic about the mediums your market in (e.g., blog, tv, print ad, Facebook ad, etc.)
- also, be strategic about the method (e.g., gift basket of cookies vs. gift basket of tequila)
introduce keys (signifier that tells you if the marketing piece is working)

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EP 434 | Get Different with Mike Michalowicz

If you don’t get the consultation right, the project will never get off the ground. How to own the process—from first phone call, to onsite performance and signing the letter of agreement.

In this episode we learn:
- how charging a higher rate leads to more than just profit.
- the perfect response to those who question charging for the consultation.
- to offer a different service, of lower value, rather than take no for an answer.

It’s time to take control of your business.
Become a member of Business of Design®, today:
https://businessofdesign.com/?ref=2&campaign=podcast

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EP 001 | The Consultation with Veronica Solomon

Want to handle difficult clients and challenging situations with total authority? Well then, channel your inner 90’s action star (think Steven Segal)! Using a simple and effective technique, you can diffuse any challenging situation and turn an uncomfortable exchange into an affirming and positive step forward in your relationship. The bonus: this technique works with friends and family too. 

In this episode we learn: 
- how to diffuse a bad situation that is escalating.
- stress-reducing strategies that will keep you in top-shape for the challenging work you do. 
- why hiring a coaching and/or psychologist is a sign of strength.
- 5 reasons you absolutely should charge more money.

It’s time to take control of your business.
Become a member of Business of Design®, today:
https://businessofdesign.com/?ref=2&campaign=podcast

EP 002 | Handling Difficult Clients like a 90's Action Hero

Accessorizing and styling your design project is not a frivolous pursuit, nor is it an optional extra. Rather, styling is a key component of the finished project. As professional designers, we want to plan for this process, budget for styling items and deliver them—all as cohesive part of the client experience. If your clients want “wow”, then you need an effective styling strategy.

In this episode we learn:
- how to introduce the styling conversation
- why projects that aren’t styled are not projects you want
- strategies for building a styling budget
- how to leave a lasting impression on clients

It’s time to take control of your business.
Become a member of Business of Design®, today:
https://businessofdesign.com/?ref=2&campaign=podcast

EP 004 | Styling Matters with Gillian Gillies

Terrible, awful, bad and inferior. These are the adjectives that best describe the three most popular methods for calculating flat fee proposals. Yes, most popular! In this one-on-one episode with Kimberley, you’ll hear first-hand, why the most popular methods don’t work. We want to clear the path for you to make lasting change in your business (and your life) and you won’t be able to do that until you abandon methods that are no longer serving you.

In this episode we learn:
- why guesstimating is a losing proposition; and, clients always “hold you to it”
- how to increase your success rate in procuring new projects by 50%
- how room-by-room methods for calculating come up short
- why percentage of overall budget is not the best choice

It’s time to take control of your business.
Become a member of Business of Design®, today:
https://businessofdesign.com/?ref=2&campaign=podcast

EP 006 | 3 Lousy Methods for Calculating Flat Fees

Talent isn’t enough to get you noticed. You’ve got to work at making your own breaks too. Especially if you want the wide-exposure gained through big media—television, print, radio. Cultivating a “yes” personality, going with the flow and persistently chasing your dreams will open doors.  
  
In this episode we learn: 
- why a “yes” first approach is best when it comes to media 
- the value of expanding your brand into television and print
- tips on getting published and landing your first TV gig 
- why local promotion is sometimes the best
- what traits are required to create a dynamic career
- how Karl Lohnes finally got to work with one of his design idols, Martha 
Stewart
- the 30-minute rule for engaging with TV hosts

It’s time to take control of your business.
Become a member of Business of Design®, today:
https://businessofdesign.com/?ref=2&campaign=podcast

EP 008 | Navigating the Home Decor Media Market

Just because you’ve been doing it that way for years doesn’t make it the best way. Don’t surrender to so-so, when amazing is just around the corner.

In this episode we learn:
- top assumptions that need replacing
- when it’s time to abandon a method of working
- why new systems can fast track you to new success

It’s time to take control of your business.
Become a member of Business of Design®, today:
https://businessofdesign.com/?ref=2&campaign=podcast

EP 009 | Stuff you Think you Know

Business of Design® is the #1 trusted business training resource for design professionals around the world. Join thousands of design professional already using our field-tested project management strategies and enjoy increased confidence, improved client retention, greater profits and a business that thrives.

It’s time to take control of your business. 
Become a member of Business of Design®, today:
https://businessofdesign.com/?ref=2&campaign=podcast

EP 434 | Get Different with Mike Michalowicz

Business of Design

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