Michelle Lynne 0:02
Welcome to design for the creative mind, a podcast for interior designers and creative entrepreneurs to run their business with purpose, efficiency and passion. Because, well, every design is different, the process should remain the same. Prepare yourself for some good conversations with amazing guests, a dash of Jesus and a touch of the woowoo. And probably a swear word or two. If you're ready to stop trading your time for money and enjoy your interior design business. You are in the right place. I'm your host, Michelle Lynn. All right. All right. All right. Welcome back to the podcast, everybody. I'm so excited. You're here. I actually have somebody I now consider my friend. I've worked with her quite a bid in the most recent and her name is Julie cut basis. She is the CEO of copy crimes. It's a boutique copywriting agency to high performance experts, coaches and savant in medicine, design, education, tech and the arts. So does that mean I'm a savant Julie?
Julie Cabezas 1:12
You totally are.
Michelle Lynne 1:16
I might have to go look that. Go look that up in the dictionary, make sure it's a good thing. Just kidding. Well, welcome to the podcast. Girl. It's so good to have you here. Thank
Julie Cabezas 1:26
you so much for having me. I'm so excited.
Michelle Lynne 1:29
I know. It's good to see ya. So Julie has written a lot of my copy for the interior design business bakery. The and now she's working on my ml interiors group and doing some other some other projects for me as well. So I'm going to attest to her genius. And I'm not getting any kickbacks or anything. Am i Julie? No?
Julie Cabezas 1:53
Yeah, we can.
Michelle Lynne 1:57
Just kidding. So, So Julie, let's dig in. Because there's so much to cover. I remember when we first started talking about working together, you were talking about how you've come up with like a personal branding formula.
Julie Cabezas 2:10
Yeah,
Michelle Lynne 2:11
can you tell the audience a little bit about that and how it helps, or helped me and helps other people find their voice?
Julie Cabezas 2:18
Yeah, I would love to I would love to. So personal brands basically means that people know who you are. People associate you and your face, your persona, your skill, your expertise with the business. So it doesn't necessarily mean that your interior design firm is named after you. But if you are the talent, and you're the person that people know, and respect and want to work with, then you have a personal brand. And my expertise is in personal brand copy and personal brand voice, which means that I write like you talk, essentially. So when you're creating a personal brand for yourself, a lot of people get really complicated. They, they think that it's about like colors and wearing a certain thing or having certain catchy phrases. But I like to make it a lot simpler than that. I like to really just start with what do you believe? And what do you stand for? These can this can be something really simple, like something about you, Michelle, that I, I learned through interviewing you and working with you is that you want designed to be accessible, you want your client to feel like very comfortable when they're talking to you. So that's something that you stand for, you know, your your belief might be that a certain style is your favorite, you might believe that, you know, design should be an easy process to go through or a really fun process. So starting with a list of what you believe in what you stand for, really sets you apart. And then making sure to talk about those things on your website and your email marketing on your social media is really something that's going to set you apart.
Michelle Lynne 4:01
That's really interesting, Julie, because in my interior design business bakery, one of the first exercises that we do is finding your own core values, what you stand for, and kind of creating your own uniqueness. And I believe I talk about how it needs to be used in our copy and so forth. But I don't think I go into enough detail about that. Because we we do that so that we can be the best we can be in our business and attract clients that align with those values. But I think I probably need to put a little bit more focus on taking that those exercises that we do and using those words more often. It's
Julie Cabezas 4:43
really powerful it really makes makes you stand out in the market because if you just look at two rooms similarly designed, what's going to attract ultimately attract someone to select one over the other is going to be the person that they're purchasing from or the brand reputation that they're purchasing from somebody I love that alignment, it really creates that know like and trust factor. See,
Michelle Lynne 5:04
you're like a little ninja because you did all of that without me knowing. That is That is amazing. So let's back up just a little bit and talk about, like, what is copywriting? What is copy? And why is it important?
Julie Cabezas 5:20
Oh, such a great question. So copywriting is basically any words that you use to sell your services. There are two types of writing for business. One is typically called content writing, you might think of that as blogs, educational, social media posts, anything where the purpose is to nurture and educate your audience. copywriting, on the other hand, is anything that's meant to persuade or influence someone to take an action. So that action might be to sign up for your newsletter, it might be to book a call with you, or it might ultimately be to purchase a service. So caught the purpose of copywriting is to move someone from a reader or from their consideration phase of buying to becoming ultimately a client of yours. Oh,
Michelle Lynne 6:15
I didn't, I don't think I ever really understood the full definition of copyright it is to make it's to bridge people or to get them to make take action.
Julie Cabezas 6:26
Exactly, exactly. There's an element of influence, versus when you just have an educational post. And your only purpose is for that person to walk away feeling more knowledgeable.
Michelle Lynne 6:40
Interesting, is that what you call your bridge technique? The
Julie Cabezas 6:43
bridge is about that. Create that influence? Okay, with a piece of copy. Tell us about that, please? Absolutely.
Michelle Lynne 6:52
Kind of bossy. Tell us about that, Julie.
Julie Cabezas 6:58
Yeah, so with the bridge technique, the bridge technique is something that is really common in copywriting. It has a lot of different names. I like the bridge technique personally, because I I'm a bit visual. So I think in in pictures. And if you imagine a bridge, over like little stream, and on one side of the bridge is your clients, where they currently are, and you are standing on the other side of the bridge. So on your side of the bridge, you have all the knowledge, experience and expertise, you have the end results in your mind, and you are basically celebrating the end result, you know, what you want the end results look like and you know exactly how to get your client to the end result. But your client doesn't have any of that awareness or knowledge. So they're standing on the other side of the bridge. And they're sitting in their worries, hassles, fears and excuses around working with you or creating the transformation that you offer. In this case, a beautifully designed functional home. So there whenever you're writing influence, whenever you want to influence a reader, you always have to start from where they currently are standing. And then you have to walk them across the bridge to the other side. What that looks like is a lot of people start by just talking about what I call the bridge, which would be like your process for your services. But instead you want to talk about where your client is currently standing in their fears, hassles and excuses. So some of those might be that they have interior designer PTSD, they've worked with someone in the past, it wasn't a good experience. They had all of these challenges, and they didn't end up with what they wanted. Because they didn't go through the
Unknown Speaker 8:47
bakery. Exactly.
Julie Cabezas 8:50
Another example might be that they are really excited about doing their home designing, they're getting their home designed, but they're concerned about what the pricing ultimately will be. Let's say they have a 50,000 That's a very realistic Yeah, they have $1,000 budget, but they have no idea how much that really will cover and they're a little embarrassed about getting on the phone because what if that's one room what if that's two rooms? What if that's what if that doesn't cover what they need? So they're very they're in these worries, hassles and fears. And so what you want to do with copywriting is always start where they are you and say, Are you concerned that your budget may not furnish your whole home? Let's walk through what that would how to break down a budget. So that is starting where they are and then walking them through your process to get to the other side. So here's how I do this. And then here's the end result that you can expect and walking them across that bridge and through the process is this is the foundation of influence.
Michelle Lynne 9:59
Wow. Make it sound so simple, although it's not easy. Correct? Once you kind of crack that code, correct. Let me interrupt myself to take a quick moment to thank satinath Insurance Agency for sponsoring this episode of The designed for the creative mind podcast. Their support and understanding of the interior design, decorating and home staging industries is unrivaled. Satin off understands what our businesses do, and they provide insurance that lets me sleep at night. Yep, this is the firm that I use. And they will do the same for your sleep habits. And your business too. They're more than an insurance agency, they're an extension of my business. They take care of the worry, because they are the experts, which allows me and my team breathing room to do what we do best design beautiful spaces. You can find their contact information below in the shownotes. Give him a call today. How did you learn how to do all this?
Julie Cabezas 10:59
Well, I went to school for biomedical engineering, and why? Well,
Michelle Lynne 11:04
that makes sense.
Julie Cabezas 11:08
Right? I am I'm a very unique personality, and then I'm very cohesive with left brain and right brain. You're very similar. Michelle, you're very creative, but you're also very strategic. And have you process focused.
Michelle Lynne 11:22
Have you done the Myers Briggs?
Julie Cabezas 11:24
I have not. Okay.
Michelle Lynne 11:26
I was just wondering if you would kind of align with I'm a weird INTJ, which means I'm introverted and analytical and very pragmatic, I believe. So I actually had somebody one time tell me that I wasn't allowed to be an INTJ. One because I was female. And two, because it wasn't like an engineer or a scientist or something. I'm like, do you're the one who made me take the test? Oh, my gosh, we're gonna have to look it up to test you and see and see what you got. So Sorry, I interrupted you and went down a bunny trail. Totally
Julie Cabezas 11:59
so. So with that left brain, right brain I started, I started essentially, I guess, with the left and went with engineering, but then found the integration of my creativity in copywriting. So I moved from engineering to marketing, marketing, technical products, and I loved marketing and working with the client, for the customers in terms of kind of bridging the technical with the, with the end experience of using it of using the product. That
Michelle Lynne 12:27
makes sense, because marketing, marketing is finding out what the problem is, and then learning how to solve it for him. Exactly. So that takes your engineering analytical brain and just gives it a new spin. Yeah,
Julie Cabezas 12:43
yeah. And ads. And then from marketing. I had always loved writing. I didn't know copywriting was even a career, I had no idea. So when I got into marketing, and started working with copywriters, and noticing that copy has to be creative, but it also has to convert. So there's a technical aspect to, to that it was the perfect marriage of everything that I love. And I decided to pursue that path full time.
Michelle Lynne 13:09
Wow, I don't think I knew that story. I definitely didn't know your biomedical engineer.
Julie Cabezas 13:15
I know. It's a really unique major, and there, it's exploding across the country.
Michelle Lynne 13:21
That's crazy. That is very crazy. So I think when we were talking about my website, we were talking about testimonials. And it's just not something that I've been really good at. So you were talking about how you have a way to have testimonials that get clients to actually book appointments. And can you dig into that a little bit? Because we're, we're doing it with me soon. So yeah, I'd love to know how that
Julie Cabezas 13:47
works. There are there's nothing that sells better than a great testimonial. If I could put one thing on a website. While I guess I would need technically two things, I would put a great testimonial and a button to book a call with you. That's what I would have. You know, because someone else's perspective is more is typically more trustworthy because it's from someone who's a third party. So when we can see ourselves in a testimonial, we feel like someone that was like me that had my similar challenge or problem got a result. And that gives our minds evidence that the result is either possible or available to us or it's in our price range or whatever the case may be. So collecting testimonials is really an art, but it's not very hard. The first thing I always recommend is you know your client better than anyone. So you could probably write a testimonial for the client and send it to them to get approval. And what you want in a testimonial is you want two things a headline and you want a short piece of like a paragraph a short paragraph explaining and how they got to that result. So with the headline, you can say you want something that addresses a common hassle, objection or fear that your clients typically have. One example might be my home is looks like it's straight out of Architectural Digest. And it came in on time. And under budget. Of course, everyone wants things to come in on time and under budget, right? So that could be your headline, and then your body copy or your, the little paragraph that goes underneath the headline, you want that to basically start with what was their challenge or resistance about hiring, or about pursuing a project of this type? What was the process like? Or what was the transformation like for them, and then repeat the result again, that might sound like I knew I had a $50,000 budget, and Michelle Lynn came highly recommended. But I was really worried because I had worked with other interior designers in the past and I've never been happy with with the process with Michelle's 16 Step client process she had every detail exquisitely handled. And the project ultimately came in on time and under budget. And then you want to have the person's name full name is the best with their with a qualifier that matters for example, Julie, Kobe says Dallas, Texas, or you can have like, first initial last name or first name last initial and then something else, for example, you know, resident of three green rolling hills, you know, neighborhood, so if the neighborhood brings weight, or if there is any qualifier that brings weight or is relevant to your ideal buyer, then you want to include that with the testimonial.
Michelle Lynne 16:53
Wow, I love that. And I have been so bad with testimonials, like so bad, like, really bad. I was taking notes while you were talking. I'm gonna have to work on that. Yeah, I think
Julie Cabezas 17:06
everyone kind of feels like they don't want to be a bother to the client to ask them for the testimonial. That's why I actually love to write it for them. And when I send it to them, this is an extra tip. I always say, hey, Michelle, it was a credible pleasure working with you, I'd love to clone you and have five more clients just like you. I've written up this quick testimonial, but feel free to edit it or, or completely scratch it and write your own. However, if it's good like it is go ahead and hit reply. And just let me know because I'd love to put this on my website. Oh my gosh, nine times out of 10. They say this is amazing. I couldn't have said it any better. I love working with you. Please use it. And then one out of 10. They'll say could you just tweak this word I'd rather not share for example, my budget. Right? And just ask you for a slight tweak. And I say I always say absolutely. Because I don't want to ever be in the business of sharing information that makes anyone feel uncomfortable. Yeah, it's an easy way. And it just gets those testimonials done for you and up where where you need them?
Michelle Lynne 18:07
Well, I guess I have some homework. I'm gonna get a jumpstart on that before you make me do it.
Julie Cabezas 18:14
Absolutely. I love it.
Michelle Lynne 18:18
Y'all, this podcast episode was made possible in part by foyer, a lightning fast interior design software that creates photorealistic renderings. I'm not kidding, you can barely tell that it's not a real room. So why leave your beautiful designs up to the imagination of your client, when you can show them what their space is going to look like. You will sign more clients and get more approvals with the software. It's powered by artificial intelligence, and a whole vouch for its ease. Because if I can do it, anybody can. Because y'all know that my design team are the ones who do all the work, find them in the show notes. Julie, I love everything that you shared. And I would love to spend like another 30 minutes on the phone just getting inside your head and sharing it with the audience. But in the necessity of time, we are going to wrap up this conversation and jump into the next segment, which is going to be rapid fire q&a. And you'll just have to come back and visit in more detail because I know the audience is going to eat all of that up. So the next segment is rapid fire. It's a q&a format and it just gives the audience a chance to get to know you a little bit better. Nothing's off the table. So let's see what questions come up today. Are you ready? I'm ready. All right. When was the last time you laughed until you almost peed yourself?
Julie Cabezas 19:39
Oh my gosh. I came out to dinner with a friend last night and we were talking about a very funny TV show. That was like a prank TV show. And we were just laughing about the Franks and how hilarious they were. Those
Michelle Lynne 19:56
are always fun. What's your dream travel destination? Oh, great
Julie Cabezas 20:01
question. I would love to go back to Paris. I absolutely love Paris. I've been there once before, but I haven't been for quite a long time. All right,
Michelle Lynne 20:09
Paris. It is so red or white wine when you're there. Oh, red. Yeah, me too. So I'm coming to them yummy. Oh, yes, yes. Yes. Yes. favorite ice cream flavor.
Julie Cabezas 20:26
To lenti. Cookies and cream. Oh, have you tried their pistachio? No,
Michelle Lynne 20:33
they're pistachio is really good. Okay, I'm getting thirsty. Yeah. Any belly button or Audi?
Julie Cabezas 20:42
Money Story There used to have an Audi when I was little sun top. Somehow it's sunk into in any? Oh my gosh. Never heard of that. Yeah, I had a quarter inch there
Michelle Lynne 20:59
good story. All right. Who is your favorite superhero? Oh,
Julie Cabezas 21:05
Iron Man. Oh, is he's a regular guy, but super smart.
Michelle Lynne 21:12
And funny as hell with a drinking problem. No wonder we like him. Okay, what genre of music do you listen to? I
Julie Cabezas 21:25
listened to everything. i There's no genre that I don't enjoy. It's really
Michelle Lynne 21:31
interesting. Interesting. Okay. introvert or extrovert? extrovert. extrovert to that? I can totally see that cake or pie?
Julie Cabezas 21:41
Cake.
Michelle Lynne 21:43
And what was the last movie you watched?
Julie Cabezas 21:45
The last movie I watched was crazy. Stupid Love one of my favorite movies of all time with Ryan Gosling.
Michelle Lynne 21:53
I don't think I've seen that. I don't know if I've even heard of that. Total Chiclet
Julie Cabezas 21:57
like fun movie for Friday night or something? Fun.
Michelle Lynne 22:01
Crazy. Stupid Love. Yes. Okay. I'll have to note that one. All right. Well, Julie, thank you for being on the show today. Sure, yes. And I know our audience dumped everything you shared. So if, if you're driving and listening to this, go back and listen and take some notes because I've got some really good notes already. Don't do it while you're driving. So Julie, tell our audience how and where they are where they can connect with you. Please
Julie Cabezas 22:28
go to copy crimes.com That is my my home online and connect there's there are ways to connect me with me from there.
Michelle Lynne 22:37
Okay, perfect, perfect, perfect. Well, for those of you who can benefit from even more resources surrounding the business of running your interior design business, join the growing community on Facebook's private group. It's called the interior design business Launchpad. In fact, Julie came up with the name interior designers business Launchpad. And also please don't forget to leave a review anywhere you're catching this podcast. It definitely helps keep us relevant and come up in the searches. As people are looking for new podcast. We'll see you soon. Hey, y'all, if you love the show and find it useful, I would really appreciate it if you would share with your friends and followers. And if you like what you're hearing, want to put a face with a name and get even more business advice than join me in my Facebook group. The interior designers business launch pad. Yeah, I know it's Facebook, but just come on in for the training and then leave without scrolling your feet. It's fun. I promise you'll enjoy it. And finally, I hear it's good for business to get ratings on your podcast. So please drop yours on whatever platform you use to listen to this. We're all about community over competition. So let's work on elevating our industry, one designer at a time. See you next time.
Transcribed by https://otter.ai
