Summary

In this engaging conversation, Rachel Usher interviews freelance copywriter Lucy Banwell, who specialises in the property and interiors industry. Lucy shares her journey from journalism to copywriting, emphasising the importance of understanding client needs, crafting compelling narratives, and connecting imagery with words. The discussion delves into the nuances of targeting ideal clients, identifying pain points, and the significance of building trust through effective communication. Lucy also highlights the value of client feedback and the human element in copywriting, especially in the age of AI. In this conversation, Lucy Banwell and Rachel Usher discuss the evolving role of AI in communication, particularly in the context of interior design. They emphasise the importance of maintaining a unique voice, building personal connections with clients, and the necessity of transparency and trust in client relationships. The discussion also highlights the significance of team dynamics and the human touch in a competitive market, as well as the effectiveness of calls to action on websites. Finally, they reflect on the legacy they wish to leave and their future goals in the industry.

Key Takeaways

• Understanding what makes a brand unique is crucial for effective copy.
• Connecting copy with imagery enhances client engagement.
• Identifying client pain points helps tailor services effectively.
• Crafting a clear value proposition is essential for designers.
• A well-defined process builds trust with potential clients.
• Client feedback is invaluable for improving services and copy.
• Using client language in copy resonates with target audiences.
• AI can assist in copywriting but should not replace human insight.
• Building relationships and trust is key in the design process. AI can assist in generating ideas but lacks a personal touch.
• Maintaining a unique voice is crucial in design communication.
• Building personal connections with clients fosters trust.

Chapters

00:00: Introduction to Lucy Banwell and Her Journey

05:58: Connecting Copy with Imagery

12:01: Identifying Client Pain Points and Motivations

18:03: The Importance of Process in Design

24:00: The Value of Client Feedback

30:00: The Human Element in Copywriting vs AI

37:40: Building Personal Connections with Clients

46:50: Transparency and Trust in Client Relationships

52:11: Legacy and Future Goals

Connect with the host: @thebusinessofinteriors

Thebusinessofinteriors.com

Connect with our guest: @interiorswriterlucybanwell

Website: https://www.lucybanwell.com/

LinkedIn: https://www.linkedin.com/in/lucy-banwell-%F0%9F%8F%A1-664b802b/

This podcast is sponsored by Usher & Co Interior Design.

Buy tickets to the Business Of Interiors 2025 Community Summit: https://www.thebusinessofinteriors.co.uk/2025-community-summit

If you enjoy this podcast please could we ask that you leave a review.

Hosted on Acast. See acast.com/privacy for more information.

In this engaging conversation, Rachel Usher interviews LuAnn Nigara, a prominent figure in the interior design industry. They discuss the importance of collaboration among designers, strategies for growth, and the necessity of documenting processes for efficiency. LuAnn emphasizes the significance of understanding financial management and revenue streams in design, while also addressing the value that interior designers bring to clients. The conversation concludes with insights on navigating client expectations and the importance of maintaining a clear vision for one's business. In this conversation, LuAnn Nigara and Rachel Usher delve into the intricacies of interior design, focusing on the importance of understanding design fees, client expectations, and the value of personal interaction in proposals. They discuss how designers can articulate the complexity of their work to clients, ensuring that the value of their services is recognised. The conversation also touches on the significance of creating a legacy in the design industry, emphasising the need for designers to acknowledge their worth and the impact they have on their clients' lives.

Connect with the host: @thebusinessofinteriors

Thebusinessofinteriors.com

Connect with our guest: @luannnigara

https://luannnigara.com/

Power Talk Fridays The Book: https://luannnigara.com/well-designed-business-book/

This podcast is sponsored by Usher & Co Interior Design.

Buy tickets to the Business Of Interiors 2025 Community Summit: https://www.thebusinessofinteriors.co.uk/2025-community-summit

If you enjoy this podcast please could we ask that you leave a review.

Hosted on Acast. See acast.com/privacy for more information.

In episode 24 I am speaking with the wonderful Laura Hammett, founder and creative director of the award-winning and renowned Laura Hammett Interiors. Laura authentically shares her journey of starting her design studio and the challenges that she faced along the way. She emphasises the importance of planning ahead to navigate uncertain economic times and the impact of projects being put on hold and the need for open communication with clients. In this candid conversation, we also discuss the challenges and rewards of working in the interior design industry. Laura shares her thoughts on artificial intelligence (AI) in design and the launch of her new Laura Hammett Living furniture and lighting collections. Laura concludes by sharing her and the advice that she would give to her younger self. It is an episode not to be missed and I am extremely grateful to Laura for sharing her journey and being a part of our mission to open up the conversation in the Interior Design industry.

Connect with the host: @thebusinessofinteriors

Thebusinessofinteriors.com

Connect with our guest: @laurahammett.interiors

https://laurahammett.com/ | https://laurahammettliving.com/

This podcast is sponsored by Rachel Usher Interior Design.

If you enjoy this podcast please could we ask that you leave a review.

Hosted on Acast. See acast.com/privacy for more information.

I am so grateful that Jude Charles is back for another episode and this time we’re discussing all things marketing!

This time we discuss the importance of storytelling in the interior design industry and how capturing the unpolished version of a project can set designers apart. Jude emphasises the power of showing the behind-the-scenes journey and the challenges that arise during a project. He believes that sharing these moments not only builds trust with clients but also allows designers to showcase their unique personalities and the emotion they bring to their work. Jude also explains the value of sharing personal aspects of oneself in business and building trust with clients and shares strategies for turning clients into advocates whilst highlighting the power of storytelling in building trust and creating connections. You don’t want to miss it!

Warning: You will need your notepad for this one 🖊️

Click here for Jude's downloadable resources for Interior Designers- 10 Storytelling Prompts & Year-End Analysis.

Connect with the host: @thebusinessofinteriors

Thebusinessofinteriors.com

Connect with our guest: @judecharles

https://judecharles.co/

This podcast is sponsored by Rachel Usher Interior Design.

If you enjoy this podcast please could we ask that you leave a review.

Hosted on Acast. See acast.com/privacy for more information.

In episode 22, I am speaking with Jude Charles. Jude is a videographer, documentary and filmmaker from the United States. Jude offers videography captures the unique essence of his client's personal stories. His storytelling technique has been transformative to businesses in the Interior Design world and beyond. He emphasises the power of storytelling and the importance of sharing who you are beyond what you do. Jude also discusses his experience with burnout and the need for emotional balance in business. He highlights the value of taking time off, reflecting on your business, and having a clearly defined voice and core values. He also encourages entrepreneurs to embrace vulnerability and be unapologetically themselves, concluding with a reminder to create boundaries and avoid burnout by prioritising self-reflection and purposeful action. I would say that Jude is possibly one of the most thought -provoking people that I've spoken to in a long time. And during our previous discovery call and today's podcast, he's caused me to ask soul-searching questions about myself and what my unique story is and I hope this episode does the same for you too.

Click here for Jude's downloadable resources for Interior Designers- 10 Storytelling Prompts & Year-End Analysis.

Connect with the host: @thebusinessofinteriors

Thebusinessofinteriors.com

Connect with our guest: @judecharles

https://judecharles.co/

This podcast is sponsored by Rachel Usher Interior Design.

If you enjoy this podcast please could we ask that you leave a review.

Episode 22: Business, Burnout & Boundaries With Jude Charles

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In episode 21, I had the pleasure of speaking with Karen Howes, CEO and founder of Taylor Howes. Karen candidly shares her journey in the interior design industry. From her nomadic childhood to her early experiences in the art world, Karen developed a passion for creating safe and beautiful spaces. She discusses the different arms of her business, including Taylor Howes (high-end residential design), Studio Howes (furnishing solutions for clients), and the newly launched Howes & Landino (collaborations with artisans and suppliers). Karen emphasises the importance of adaptability and flexibility in navigating the ever-changing market. We also discuss the importance of giving yourself space as a business owner and not allowing your business to become your identity. She emphasises the value of hiring a strong team and surrounding yourself with the best financial help. We touch on the significance of building long-lasting client relationships and managing their expectations throughout the design process. It is an information packed episode not to be missed.

Connect with the host: @thebusinessofinteriors

Thebusinessofinteriors.com

Connect with our guests: @taylorhowesdesigns

https://taylorhowes.co.uk/

This podcast is sponsored by Rachel Usher Interior Design.

If you enjoy this podcast please could we ask that you leave a review.

Episode Links:

Rest Nest: https://taylorhowes.co.uk/sketchbook/rest-nest/

A Place 2 Be: https://www.place2be.org.uk/

A Place 2 Be Carol Concert: https://www.place2be.org.uk/support-us/take-part-in-an-event/social-events/place2be-carol-concert-2024/

Taylor Howes: https://taylorhowes.co.uk/

Studio Howes: https://studiohowes.co.uk/

Howes & Landino: https://www.howesandlandino.co.uk/

Hosted on Acast. See acast.com/privacy for more information.

In episode 20 I am chatting with Elliot Barratt of Elliot James Interiors. Elliot shares his journey of becoming an Interior Designer and establishing his business in Singapore. He grew up surrounded by design and craftsmanship, which sparked his passion for the industry. After studying furniture design and interior architecture, he started his own furniture business and later transitioned into interior architecture. Elliot emphasises the importance of creating a luxury brand and discusses the challenges of marketing and SEO. Elliot also talks about the differences in the interior design market in Singapore, Dubai, and London, and the importance of educating clients about the complexity and value of the interior design process.

Connect with the host: @thebusinessofinteriors

Thebusinessofinteriors.com

Connect with our guests:@elliotjamesinterior

https://www.elliotjames.com/

This podcast is sponsored by Rachel Usher Interior Design.

If you enjoy this podcast please could we ask that you leave a review.

Hosted on Acast. See acast.com/privacy for more information.

In this episode I am interviewing Tom and Andy of Fettle Design, a global design studio that focuses on high-end projects in the hospitality industry, including restaurants, hotels, members clubs and many more. They have a narrative and conceptually driven design process, with a strong emphasis on client relationships and enjoyment in their work. Tom and Andy share their journey of building their renowned design practice and candidly share the challenges of balancing profile, profit and client relationships. It is an episode not to be missed.

Connect with the host: @thebusinessofinteriors

Thebusinessofinteriors.com

Connect with our guests:@fettledesign

https://fettle-design.co.uk/

This podcast is sponsored by Rachel Usher Interior Design.

If you enjoy this podcast please could we ask that you leave a review.

Hosted on Acast. See acast.com/privacy for more information.