When I speak to decorators about their marketing, one of the first things I need to know is their ‘ideal customer persona’.

We discuss who their ideal customer is, how old they are, where they live, what they do for a living etc.

When we know who they are trying to target with their marketing, we work on how to attract them. 

This is where there is usually some very good news.

Most decorators I speak to describe their ideal customer as a middle-aged woman, in a nice area of town, 50ish years old…and loves Farrow & Ball.

This is where you get £millions in free marketing.

Your ideal customer is the same as Farrow & Ball’s ideal customer!

F&B have literally spent millions on working out how to attract their ideal customer. And they have done a VERY good job of it.

The design of their website, what their social media looks like, the blogs they write, the emails they send. It is all designed to attract customers just like the ones you want.

So, what do you do with this information?

Model your marketing on it!

Don’t copy. MODEL.

Look at the F&B website and see what the layout is like. Look at the type of photos they use (notice they don’t use many ‘before’ photos.)

Sign up to their mailing list so you can see the type of emails they send and the blogs they write.

Then head over to their social media and look at the sort of posts they are putting up. They are all designed to inspire.

Is your marketing like this? Or do you spend too much time discussing what sort of caulk you use?

Go through all the F&B materials and get some inspiration for your own marketing. Then try Little Greene and Mylands.

In a few hours you can learn what took those companies years to work out.

…and save yourself £millions in the process!

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