Marketing for Designers with Masha Koyen

Hosted by Masha Koyen

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Apr 2025

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Marketing for Designers is your fast-track to elevating your marketing game of your interior design business. Drowning in complicated marketing tasks? We're your lifeline. Get ready for no-nonsense advice you can actually apply and grow your biz. We've got 30-ish-minute episodes filled with pro tips on branding, social media, website messaging, SEO and more. Hosted by PRO messaging strategist and website copywriter who works exclusively with interior designers, Masha Koyen, we bring you insights to simply your marketing and attract premium clients.

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April 2, 202538 min

#56 What to do to get featured in the media with Liana Zavo

Some designers get featured in magazines, land podcast interviews, and attract high-visibility collaborations—while others with equally beautiful work are barely noticed.Here’s the thing.. It’s not always about talent. Often, it comes down to how well you tell your story.In this episode, I’m chatting with a publicist Liana Zavo, CEO of ZavoMedia PR Group and a Forbes thought leader who has helped thousands of founders get seen, heard, and remembered. We’re talking about creating origin stories that get attention—not just from your audience, but from media outlets, collaborators, and even your dream clients. Whether you’re pitching yourself for press or just trying to stand out in a crowded market, this conversation will shift the way you think about your personal brand.What you’ll learn in this episode:The difference between a traditional bio and a compelling origin story (and why both matter)What makes a story pitch-worthy to media and journalistsHow to identify the key moments that shape your brand narrativeHow to use past challenges as credibility—not baggageThe secret to tailoring your story for clients vs. media vs. partnersWhy video content is essential for visibility today (especially on LinkedIn)How to turn your design projects into case studies that build buzzMemorable quotes from Liana:"Your personal brand isn’t just what you do. It’s the story of who you are.""People buy from people—not portfolios. Your story is the trust factor.""I’m a college dropout and a single mom. That’s part of my story. It doesn’t make me less credible—it makes me real.""Don’t let your best projects collect dust. Treat them like case studies and PR them.""Your message matters. You are the messenger. Don’t self-sabotage by thinking otherwise."Key highlights:Why authenticity is the most magnetic part of your storyLiana’s own origin story, including how she turned health challenges into fuelhe #1 mistake designers make in their origin stories (and how to fix it)How to develop multiple versions of your story without losing consistencyThe mindset shift you need to pitch yourself with confidenceWhy media visibility is more than just press—it’s a positioning strategyConnect with Liana Zavo: Instagram: @zavomediapr | @officiallianazavoJoin her 21-Day Personal Branding ChallengeNeed help with messaging strategy or copywriting for your interior design website? Connect with me, your host Masha Koyen, Messaging Strategist and Copywriter for interior designers:GET MASHA’S WEEKLY EMAILSMasha’s InstagramMasha’s WebsiteBook a call with MashaDon’t miss this episode packed with actionable insights!

March 26, 2025Episode 5549 min

#55 How to make your personal brand work for you with Valerie Morris

If you’ve ever thought, “My work should speak for itself,” or cringed at the idea of showing your face on social—this episode is your permission slip to stop hiding.Because the truth is, your personal brand already exists. Whether or not you’ve built it intentionally, your audience is making assumptions about who you are and what it’s like to work with you.And when you're trying to attract high-end clients who trust your vision and don't second-guess your decisions, those assumptions matter.In this episode, I'm talking with Valerie Morris, a digital marketing strategist, author, and speaker who helps professionals build authority and show up as the expert. With a degree in architecture and nearly 15 years in content marketing, she gets what it's like to be in the design world—and how to stand out in a saturated space.We talk about what personal brand really means, how to show up online without feeling self-promotional, and why LinkedIn might be the biggest missed opportunity in your entire marketing strategy.Whether you’re 2 years into your business or 10, this episode will challenge the way you think about visibility, positioning, and the kind of content that actually builds trust with decision-makers.What you’ll learn in this episode:Why you (not just your work) are the reason people choose to hire youWhat "authority-building content" is—and how to create itWhy LinkedIn is a gold mine for designers (especially those who work with high-end clients or want to land commercial projects)Simple profile tweaks to make your LinkedIn actually work for youThe type of content that builds credibility (without being salesy)How to use personal stories strategically to connect and stand outMemorable quotes from Valerie:“Everyone has a personal brand, whether you invest in it or not.”“Your personal brand is just your reputation—what people think about you when they see your name or face.”“If you’re not showcasing your values or personality, people only see what’s out there. And sometimes that’s not enough.”“The algorithm on LinkedIn is friendlier. People are there for business. That’s what makes it powerful.”“Authority-building content gives people subconscious signals that you know what you’re talking about.”Key highlights:Valerie’s unexpected journey from architecture to marketing—and how her design background informs her approachThe biggest mistake designers make with content (and how to avoid it)Why sharing personal anecdotes (even goat stories!) can boost engagement and connectionHow to rotate different types of content so you never sound repetitiveThe power of showing—not just telling—your values and expertiseWhy even your personal Facebook account can be a quiet marketing machineThe real reason LinkedIn outperforms Instagram when it comes to connecting with decision-makersConnect with Valerie:Website: tinterocreative.comLinkedIn: Valerie MorrisConnect with Masha: Need help with messaging strategy or copywriting for your interior design website? Connect with me, your host Masha Koyen, Messaging Strategist and Copywriter for interior designers:FREE GUIDE: 7 strategies to attract affluent clientsWeekly marketing tipsMasha’s InstagramMasha’s WebsiteBook a call with Masha

March 19, 2025Episode 5429 min

#54 How to grow your email list with Kendra Corman

Relying solely on social media to attract new clients to your interior design business is a risky move. One algorithm change or platform outage can derail your visibility overnight. That’s why email marketing is so important for interior designers. It’s the one channel you fully control, allowing you to nurture relationships with potential clients and stay top of mind when they’re ready to hire.In this episode, I sit down with Kendra Corman, a marketing strategist, email expert, and author of Mastering AI in Communications. With over 20 years of experience, including her time as the Jeep Advertising Manager, Kendra now runs H2H Consulting and helps business owners simplify their marketing, leverage AI, and make email work for them. She’s sharing five practical, non-salesy ways interior designers can build an email list that actually generates business.If you’ve been ignoring email marketing because it feels overwhelming (or worse—like an outdated tactic), this episode will change your mind.What you’ll learn in this episode:Why email marketing is still one of the most effective ways to stay top of mindHow to grow your email list without feeling like a pushy marketerFive places to add an email opt-in link that you’re probably overlookingThe secret to writing a compelling email sign-up call-to-action (hint: it’s not ‘Join my newsletter’)Why your website’s 404 page is an untapped list-building opportunityHow to leverage social media to grow your list without relying on the algorithmWhy short, simple lead magnets convert better than long, complicated onesMemorable quotes from Kendra:"Your email list is the only audience you truly own. Social media can disappear overnight, but your emails land directly in your audience’s inbox.""Never, ever say ‘Join my newsletter.’ Nobody wants more emails. Tell them what’s in it for them.""You don’t need thousands of subscribers to see results. A small, engaged list is way more valuable than a big, unengaged one.""Your website’s 404 page is an underrated list-building tool. Don’t let it go to waste.""Consistency is key. Whether you email weekly or monthly, set a schedule and stick to it."Key highlights:Why email marketing builds trust better than social mediaThe best places to include an email sign-up link that most designers overlookHow to frame your email list as something valuable (instead of just another newsletter)How to use social media strategically to drive email sign-upsHow to make list-building feel natural through real conversationsWhy a short and simple lead magnet often works better than a detailed guideHow often to ask people to join your email list on social media without sounding repetitiveConnect with Kendra Corman:Website: kendracorman.comInstagram: @KendraCormanCoachFree resources & lead magnets: kendracorman.com/freebiesConnect with Masha:Need help with messaging strategy or copywriting for your interior design website? Connect with me, your host Masha Koyen, Messaging Strategist and Copywriter for interior designers:FREE GUIDE: 7 strategies to attract affluent clientsWeekly marketing tipsMasha’s InstagramMasha’s WebsiteBook a call with Masha

March 12, 202555 min

#53 How to communicate what makes you different with Jude Charles

Most interior designers struggle to articulate what makes them different—and that’s a problem when you’re trying to stand out in a competitive market. If you can’t clearly communicate your unique value, your dream clients won’t see why they should choose you over someone else.In this episode, I sit down with Jude Charles, a documentary filmmaker and storytelling expert who has spent the last 18+ years helping entrepreneurs uncover and showcase their differentiator. From producing stories for Google and Steve Harvey to working with top interior designers, Jude knows how to bring compelling narratives to life.If you’ve ever felt like your marketing sounds like everyone else’s, or you’re unsure what your true differentiator even is, this episode will give you the clarity and confidence to own your story and communicate it effectively.What you’ll learn in this episode:Why every interior designer has a differentiator—even if you think you don’tThe simple yet powerful framework for identifying what makes you uniqueHow to turn your differentiator into a compelling brand messageWhy repetition is the key to making your audience truly remember youHow to use storytelling to attract high-end clients who align with your valuesThe three types of behind-the-scenes content that build trust and authorityWhy your personal experiences (not just your design skills) make you the only choiceMemorable quotes from Jude:"In the same way that every business has a differentiator, every person has a differentiator.""The only limitation you have is the one that you create.""If you want people to believe in what makes you unique, you have to believe it, own it, say it, and then share it.""Hearing something a thousand times is not as powerful as seeing it once for yourself.""Your audience enjoys hearing your story again—it reminds them why they trust you."Key highlights:How Jude’s storytelling journey began at just 17 years old (and why it matters)The biggest mistake designers make when trying to stand outWhy client compliments are the best clues to your differentiatorHow to document and repurpose stories that reinforce your brand messageThe importance of showing (not just telling) what makes you differentWhy storytelling is essential for high-end clients who need to trust you before hiring youHow interior designers can create ‘choreographed’ and ‘raw’ behind-the-scenes contentThe power of consistency in marketing—how often should you repeat your core message?Connect with Jude Charles:Website: judecharles.coInstagram: @judecharlesConnect with Masha:Need help with messaging strategy or copywriting for your interior design website? Connect with me, your host Masha Koyen, Messaging Strategist and Copywriter for interior designers:FREE GUIDE: 7 strategies to attract affluent clientsWeekly marketing tipsMasha’s InstagramMasha’s WebsiteBook a call with Masha

March 5, 2025Episode 5240 min

#52: Why designers should leverage podcasting with Kimberly Spencer

Think Instagram is the only way to attract dream clients? Think again. Today, let’s talk about podcasting as the strategy that many interior designers overlook. Whether you’re launching your own show or guesting on the right podcasts, this episode will show you how podcasting builds trust, establishes authority, and connects you with clients in a way that social media simply can’t.My guest is Kimberly Spencer, founder of Crown Yourself and Communication Queens, an award-winning high-performance coach, TEDx speaker, and author of Make Every Podcast Want You. She’s here to break down why podcasting is one of the most powerful (and underutilized) marketing tools for interior designers.If you want to elevate your brand, stand out in a crowded market, and attract high-end clients who value your work, you don’t want to miss this conversation.What you’ll learn in this episode:Why podcasting is more than just a marketing tool—it’s a brand-building powerhouseThe difference between Instagram engagement and podcast listener commitment (hint: it’s all about intent)How to strategically choose the right podcasts to reach your ideal clientsWhat makes a compelling podcast guest appearance (and how to stand out)How to communicate your interior design aesthetic in a way that truly connectsThe mindset shift needed to confidently put yourself out thereMemorable quotes from Kimberly:"Your story is never a saturated market. You will always be standing on a stage of one when you share it.""Podcasting provides an auditory platform for you to paint with words, your ethos and your vision for who you are, what you stand for, what you want to create in this world.""Your clients aren’t just buying your design skills; they’re buying a connection. Podcasting is one of the best ways to establish that before they even meet you.""80% of success is just showing up."Key highlights:Why podcasting should be in every interior designer’s marketing toolboxHow podcasting creates a deeper emotional connection with your audienceThe shocking difference between Instagram attention spans and podcast listener commitmentHow to find and pitch the right podcasts to reach high-end clientsWhy case studies and personal stories are your secret weapon as a podcast guestA powerful tip for explaining your design aesthetic in a way that truly stands outHow to overcome self-doubt and confidently share your voiceThe three types of podcasts every interior designer should targetWhy showing up is the #1 habit that will transform your businessConnect with Kimberly Spencer:InstagramWebsiteTedxConnect with Masha:Need help with messaging strategy or copywriting for your interior design website? Connect with me, your host Masha Koyen, Messaging Strategist and Copywriter for interior designers:FREE GUIDE: 7 strategies to attract affluent clientsWeekly marketing tipsMasha’s InstagramMasha’s WebsiteBook a call with Masha

February 26, 2025Episode 5147 min

#51 Stop dreading networking and start making genuine connections with Rachel Rozen

Networking shouldn’t feel forced or transactional—but for many interior designers, it does. If you’ve ever dreaded introducing yourself at an industry event or struggled to explain what makes you different too a vendor, this episode is for you.I sit down with Rachel Rozen, a networking expert and connection coach, to talk about the biggest networking mistakes designers make and how to make networking feel effortless. We cover how to build relationships that actually lead to referrals, how to confidently talk about what you do, and how to follow up without it feeling awkward.If networking feels icky, this conversation will change the way you approach it forever.What you’ll learn in this episode: Why networking feels awkward for many designers—and how to change that How to introduce yourself in a way that sparks curiosity and referrals The framework for building relationships that lead to real opportunities Why following up is crucial (and how to do it naturally) How to make networking work for you—even if you’re an introvertMemorable quotes from Rachel:🗣️ "Networking has such a negative stigmatism to it. So when you hear networking, that's where ickiness comes in, you feel like you got punched or that somebody is after something from you."🗣️ "If people don’t know what you do, they can’t help you. So how do you talk about yourself when someone asks you, ‘Hey, what do you do for work?’ If you don’t have a good way to talk about it in a concise manner, people aren’t going to know how to help you."🗣️ "You’re networking all the time, every day. You don’t have to necessarily go to an event to network. You’re doing it when you go to the grocery store. You never know when you're going to crack a conversation with somebody."Key highlights: The #1 mistake designers make when networking—and how to avoid it How to craft a compelling introduction that makes people remember you A simple follow-up strategy that keeps relationships warm How to navigate industry events with confidence (no more standing in the corner!) Why specificity is key in networking—and how to use it to your advantageConnect with Rachel Website LinkedInConnect with MashaNeed help with messaging strategy or copywriting for your interior design website? Connect with me, your host Masha Koyen, Messaging Strategist and Copywriter for interior designers: FREE GUIDE: 7 strategies to attract affluent clients Weekly marketing tips Masha’s Instagram Masha’s Website Book a call with Masha

February 19, 2025Episode 5052 min

#50 Mastering Instagram Reels with Wendy Hicken

Instagram Reels have become one of the most powerful tools for visibility and engagement, but are you using them effectively? Actually, are you using them at all? In this episode, I sit down with Wendy Hicken, founder of Interior Design Masterclass, to break down how to make Instagram Reels work for your interior design business.Wendy specializes in helping interior designers turn their Instagram presence into a lead-generating powerhouse. We discuss why Reels outperform other types of content, how to approach video content with confidence, and what common mistakes might be holding you back.If you’ve been hesitant to jump into Reels or feel like your videos aren’t converting, this episode will give you the clarity and direction you need.What you’ll learn in this episode: Why organic, phone-filmed videos outperform polished, professional videos on Instagram The foundational pieces every designer needs before jumping into social media marketing The biggest mistakes designers make with Reels—and how to fix them How to create engaging Reels without overcomplicating the process The importance of storytelling in video content Why your Instagram grid still matters and how to make it visually appealing How often you really need to be posting Reels for best resultsMemorable quotes: 💡 “If you start doing the videos right now… those reels on Instagram are really intended to attract new viewers, people who don’t know who you are.” 💡 “Your Instagram isn’t a portfolio—it’s a tool to build relationships and connect with potential clients.” 💡 “Start with one thing: What do you want your audience to take away from this video? That’s it.” 💡 “I think having an aesthetically pleasing grid is really important… It does both—looks beautiful and works for you effectively.”Key highlights: Why foundational marketing strategy matters – Before jumping into social media tactics, Wendy explains why locking in your offer and messaging is essential. The power of Instagram Reels – Wendy shares why real videos—those shot casually on your phone—outperform highly produced, professional videos. Common mistakes with Reels – From avoiding video content to overthinking production, Wendy highlights the biggest mistakes designers make and how to fix them. How to create engaging video content – Learn how to go beyond project photos and bring in storytelling, behind-the-scenes content, and relatable narratives to engage your audience. Instagram strategies that work now – Wendy breaks down how to use Reels, carousels, and stories effectively without burning yourself out.Connect with Wendy Hicken: Website:interiordesignmasterclass.ca Instagram:@interiordesignmasterclassDon’t miss this episode packed with strategic insights and actionable takeaways! 🎧Need help with messaging strategy or copywriting for your interior design website? Connect with me, your host Masha Koyen, Messaging Strategist and Copywriter for interior designers: GET MASHA’S WEEKLY EMAILS Masha’s Instagram Masha’s Website Book a call with MashaDon’t miss this episode packed with actionable insights!

February 12, 2025Episode 4944 min

#49 Marketing to luxury clients in 2025 with Andris Vizulis

The luxury market has changed dramatically in the last few years. The old ways of marketing high-end services - perfect portfolios, polished ads, and aggressive calls-to-action - just don't land anymore. In fact, they can actually turn affluent clients away. In this episode, we're diving into what's really happening with high-end clients' decision-making process and what that means for marketing your interior design practice.Luxury marketing expertAndris Vizulis shares fresh insights on why traditional marketing often misses the mark with affluent clients and walks us through what actually works in today's luxury market.What you'll learn in this episode:How affluent clients' priorities have shifted since COVIDWhy trying to sell too hard can hurt your luxury brandA fresh take on content that builds real trustWhy video is changing the game in luxury marketingThe power of teaching vs selling to high-end clientsHow to market without coming across as salesyMemorable quotes: "Currently the state has changed in the way that affluent people want to spend their money to primarily save themselves from a big headache or to save their time." "If you're trying to make pay ads work for you like e-commerce approach... it doesn't work out like this. Decision-making window is so large and so unpredictable that it's doomed to fail." "With the affluent, it's investing... invest your time, some budget in the content that generates profit years later."Key highlights:The shift in luxury consumer behavior – How affluent clients think about spending money now vs five years agoWhy traditional ads don't work – The problem with typical marketing approaches for luxury servicesContent that converts – How to create content that positions you as an expert without the hard sellThe power of video – Why casual, authentic videos often work better than polished contentPlaying the long game – Understanding why luxury marketing is about investing, not tradingtradingConnect with Andris Vizulis:Sartorial Digital AgencyAndris on LinkedInNeed help with messaging strategy or copywriting for your interior design website? Connect with me, your host Masha Koyen, Messaging Strategist and Copywriter for interior designers:GET MASHA’S WEEKLY EMAILSMasha’s InstagramMasha’s WebsiteBook a call with MashaDon’t miss this episode packed with actionable insights!

January 29, 2025Episode 4828 min

#48 Niche down and stand out: Lessons from Anika Schachtler

To niche or not to niche–that’s the question many interior designers ask themselves as they navigate growing their business. But what if niching down could be the key to standing out and scaling your business? In this episode, we talk to Anika Schachtler, founder of Anika Schachtler Design, a boutique interior design firm specializing in the renovation and restoration of 1800s and 1900s farmhouses and cottages. If you've ever wrestled with choosing a niche or felt overwhelmed by the idea of marketing, Anika's story will inspire you to simplify, focus, and embrace what makes your business unique. Get ready to learn how staying true to your passions can elevate not just your brand but also your entire approach to design and marketing. What you’ll learn in this episode: How to identify a niche that aligns with your passion and values. Why niching down doesn’t mean limiting opportunities but attracting the right clients. Simple, sustainable marketing strategies that work for designers who don’t love marketing. How to maintain authenticity in your brand messaging across platforms. The power of building relationships with referral partners for steady business growth. Memorable quotes: "It's true that you will be turning away people, but that's not a bad thing because the right people are going to be really attracted to what you're doing." "It's exhausting to not be yourself." "When we take time off to refresh our minds, that's when the best ideas come to me, and that's where it all comes together." "We can all work our lives away, but there's more to life than just work, and we really have to be mindful of what we're doing and how we're spending our time." "Just keep your audience in mind, and it's going to create a really good connection from the very beginning once they land on your website." Key highlights: The power of passion: Anika shares how her love for old farmhouses shaped her niche and became the foundation of her business. Marketing that feels natural: From referrals to a blog and social media, Anika explains how easing into marketing strategies helped her stay consistent without burnout. Authenticity in brand messaging: Anika emphasizes why being true to herself has been pivotal in building trust with her audience. Leveraging relationships: Anika breaks down how working closely with referral partners like contractors and cabinet makers has fueled her success. Creating space for creativity: The role of taking time away from work—for Anika, riding horses—to stay inspired and energized. Connect with Anika Schachtler: Website: anikaschachtlerdesign.com Instagram: @anikaschachtlerdesign Facebook: Anika Schachtler Design Don't miss an episode – subscribe and leave us a review if you love it! Need help with messaging strategy or copywriting for your interior design website? Connect with me, your host Masha Koyen, Messaging Strategist and Copywriter for interior designers: GET MASHA’S WEEKLY EMAILS Masha’s Instagram Masha’s Website Book a call with Masha Don’t miss this episode packed with actionable insights!

January 15, 2025Episode 4736 min

#47 Building a strategic website that attracts and converts with Cathleen Barnes

Ah, how we all love gorgeous websites! I’m always admiring beautifully designed sites of my peers, competitors and interior designers that I serve. The smart navigation, bold graphics, sexy fonts! But just like function is vital to a well designed home, so is strategy to a website. Is your website for your interior design business bringing in clients? A beautiful design might catch the eye, but if your site isn’t strategic, it’s not doing the heavy lifting. Today, we’re getting into what really makes a website work – data-driven strategy and purposeful design that actually leads visitors to take action. Joining me is Cathleen Barnes, a website designer who’s all about results. She shares how interior designers can elevate their websites with strategic design to attract high-end clients who are ready to hire. If you’re ready for a website that goes beyond looks and starts converting, this episode is for you. What you’ll learn in this episode Why most designer websites miss out on conversions and how to change that A powerful approach to ensure your website works as a strategic tool, not just an online portfolio How high-end clients evaluate websites differently—and what yours needs to stand out Strategies for a website that both attracts and converts, taking visitors from interest to action The importance of case studies and intentional content for building credibility Memorable quotes: "Websites work in a very similar fashion... yes, they should be beautiful, but there are so many pieces that make a website strategic." "An inspector tool... shows me exactly what they're doing, what they're clicking, and where they're getting stuck." "When you know your ideal client, you can craft focused messaging around that. They’ll read it and say, 'I get you.'" "I recommend turning your portfolio into a case study... so high-end clients see the full process and results." "If your website isn't getting at least one out of every hundred visitors to take action, you’re missing out." "Generic testimonials are boring... they don't tell me anything about the outcomes." Key highlights: Understanding your ideal client is key to a high-converting website. A strategic website has a purpose for every page, not just aesthetics. Simple, purposeful navigation keeps visitors engaged. Transform your portfolio into case studies to showcase the design process. Effective use of call-to-actions can increase conversions. Integrating inspector tools gives insight into user behavior on the site. Use specific testimonials to build trust, rather than generic ones. Connect with Cathleen: Instagram Website Connect with Masha: Need help with messaging strategy or copywriting for your interior design website? Connect with me, your host Masha Koyen, Messaging Strategist and Copywriter for interior designers: FREE GUIDE: 7 strategies to attract affluent clients Weekly marketing tips Masha’s Instagram Masha’s Website Book a call with Masha