This picture is from a Next125 advertisement. I believe it is supposed to convey the belief that design should be in harmony with nature. I don’t get it.

The leaves on the floor really bother me and I certainly don’t get the inclusion of goats. The one on top of the countertop is cute but that can’t be very sanitary. So far the untidiness of the picture has made me forget about the contemporary cabinets.

What do you think? What if the goat on the countertop was a bunny rabbit and the floors were a beautiful parquet? Would that do a better job of explaining their Philosophy?

I’ve seen many companies showcase a piece of contemporary furniture in a historic building and it’s generally an effective advertising scheme. If they want to tie these cabinets and their materials to nature, why not place the vignette in a field? A sunny field with green grass and wild flowers would be better than the gloomy interior above that makes me think of a foreclosed home.

—Ann Porter

The websites of many kitchen and bath professionals, as well as other design pros, are hindering rather than helping them.

That’s my conclusion after surveying hundreds of websites created by kitchen and bath professionals, interior designers, window fashion specialists, architects and others throughout the U.S. and Canada.

Most of the sites are long on meaningless generalities, short on specifics and lacking in useful information about design services and products. As a result, they disqualify rather than qualify design professionals from the kind of clients they want and need.

Many sites are difficult to navigate and wordy.

Their homepages are full of vague references to things like “imaginative spaces,” “value added facilities solutions,” “nurturing environments,” “conceptual expertise,” and “stylish flair.”

Huh?

The websites I reviewed do a dismal job of differentiating these design professionals.

Then, too, the words contained on their sites are too big and the photographs they use to show off their work are too small.

All this at a time when studies show the average website visit is two clicks and less than four seconds.

That means if a visitor to your site can’t figure out in two clicks and under four seconds what makes you special, you lose.

My Big Splash. Little Cash Marketing Materials Manual focuses, in part, on website Dos and Don’ts

Included in that Big Splash Manual is this list of the “Dirty Dozen” Website Woes:

Your website doesn’t work if it…

+ lacks a POWERFUL homepage

+ lacks a focal point

+ doesn’t give the visitor a “next step” (buy this, download that, etc.)

+ isn’t easy to navigate

+ isn’t updated regularly

+ lacks photo captions

+ contains too much “flash” and other special effects

+ packs too much information onto one page

+ contains too much text

+ contains text and/or photos that are too small

+ makes the user scroll sideways

+ uses busy backgrounds that make text hard to read

—Fred Berns

For Berns’ FREE report on how to Supersize Your Sales in Challenging Economic Times: http://www.fredforfree.com/

I know; you’re asking, “So what does this have to do with design?” You might be surprised. At some point, you could be:

—interviewed by the local station at your home show
—asked to give a presentation on design at a chapter meeting, weekend seminar or national conference
—running ads on the radio or television
—Or any number of scenarios that involve you stepping up to a microphone.

Do you know how?

Being briefly in television (I was behind the cameras, not in front. I freeze as well as anyone), I have a few tricks for you. Talking into a microphone the first couple of times does get the heart racing, and if you want to sound your best, there are some simple dos and don’ts.

Don’t “eat” the microphone. Ever been in an audience where speaker’s voice sounded so fuzzy you couldn’t understand a word? That’s because he or she is too close to the microphone. When this happens, the common mistake is to lean closer and talk louder, but that only makes it worse. Move away from the microphone, not towards. All good microphones will easily pick up your normal speaking voice from 6”-8” away.

Do project your voice slightly, but don’t raise it. Here’s the difference: Listen to a newscast. Copy the person using your normal voice. Notice how your voice sounds a bit light in comparison? The newscasters are “projecting” their voices — injecting a bit of energy into their speech. Obviously, you don’t have to sound like a newscaster, but even a bit of that vocal force will make you sound confident.

Don’t pop your “Ps.” Sounds a bit rude, doesn’t it? When people are nervous, they tend to over-enunciate the letter “P” very forcefully, until it’s all an audience can hear. Don’t feel you have to firmly stress every word. A microphone is not a bullhorn—it’s there to enhance your voice. (I can’t imagine how many microphones Ty Pennington ruins using that bullhorn. Okay, maybe I can.)

Do slow down. The first time I ever used a microphone, I was nervous and jittery. I ended up sounding like Minnie Mouse on her third espresso. Take a deep breath or two before you start, and puff out your cheeks for a couple of exhales—it helps release tension in your cheeks.

Do pay attention to your clothing: Ladies, if you’ll be using a lavalier microphone (which is what the tiny microphone pinned to your clothing is called), avoid heavy necklaces or noisy, dangly earrings—you know the kind. There should be nothing jangling against the microphone. Gents, watch that your tie or lapels don’t smother the microphone when you lean forward or back.

Until next time~

Kelly

It doesn’t matter how talented you are at kitchen and bath design if you can’t sell your services. And you can’t sell your services if you regularly commit selling sins like these:

THE TERRIBLE 10 SELLING SINS OF DESIGN PROFESSIONALS
(excerpted from The Superstar Selling System for Design Professionals)

1/ Failing to Chart Your Course. A design professional without a sales plan is like a ship without a rudder.

2/ Failing to Qualify Prospects. If they can’t afford your price, you can’t afford to waste your time.

3/ Failing to Play Doctor. You need to find out what really hurts. Hint: It isn’t your price.

4/ Fear of Price Objections. Welcome them! They’re buying signals.

5/ Cutting Your Price Without Cutting Your Service. If they want to pay less, you should provide less.

6/ Missing Signals. Questions about delivery, warranty, service, etc., mean they’re ready to buy. Are you ready to sell?

7/ Failing to Ask for Referrals. Ask, and ye shall receive. Don’t, and you won’t.

8/ Failing to Upsell. Excuse me, you left something on the table: money.

9/ Failing to Ask for the Sale. How else can you seal the deal?

10/ Failing to Sell Yourself. The most important sale you’ll ever make is the personal one.

—Fred Berns

Want more? Berns has just released “10 for ’10: The Ten VERY BEST Ways to Turbocharge Your Design Business in 2010,” a report that provides simple sales, marketing and business management steps by which kitchen and bath and other professionals can dramatically increase their sales and profits. The report can be accessed here.