270 episodes

Accelerating your Interior design and home brand business. Hosted by interior design pro, Darla Powell.

Interior Design Business Podcast: Wingnut Social Darla Powell

    • Business
    • 5.0 • 249 Ratings

Accelerating your Interior design and home brand business. Hosted by interior design pro, Darla Powell.

    How to Start an Online Coaching Business - Episode 271

    How to Start an Online Coaching Business - Episode 271

    Have you thought about becoming an interior design coach? Maybe you’re burned out, ready to move on to another point in your career, or simply want some side income. Whatever the reason, online coaching might be the way to go. But how do you start an online coaching business? Do you dive in full-time, or dip your toes in part-time? Do you offer one-on-one coaching or group coaching? 

    In this episode of Wingnut Social, Kendra Perry—a former six-figure functional health coach turned online business strategist—shares how you can seamlessly build an online coaching business. Don’t miss it! 

    What You’ll Hear On This Episode of Wingnut Social
    [1:30] Wingnut webinar and wingnut academy updates
    [2:56] Mini News Sesh: How to calculate engagement rates
    [9:17] Learn more about Kendra Perry
    [11:47] The first steps: how to start an online coaching business
    [15:34] How niched is too niched in the interior design industry? 
    [18:07] Online coaching: side hustle or a full-time job? 
    [19:40] Should you market your coaching business using current channels? 
    [22:00] Why you should start with one on one coaching 
    [26:14] The difference between Masterminds and group coaching
    [30:00] The importance of communities to support group coaching courses
    [31:55] How to structure an online course for your coaching business 
    [39:06] It’s time for the What Up Wingnut Round!
    [41:00] How to connect with Kendra Perry
    [42:50] Blooper Reel!

    Connect with Kendra Perry
    Kendra’s coaching website
    Follow Kendra on Instagram
    The Wealthy Coach Podcast

    Resources & People Mentioned
    Record your podcast episodes on Riverside
    Engagement rate calculation: Engagement Numbers/Reach x 100
    You Can Heal Your Life by Louise Hay
    Circle Community Platform 
    Mighty Networks

    The first steps: how to start an online coaching business
    Everyone's an expert in something, right? Is there something you learned as an interior designer you wished you knew? Do you have expertise in a specific niche? It doesn’t have to be anything extraordinary. You don’t need specific education. You can take the knowledge you’ve acquired through your career and build it into an online program.

    The most important thing you need to consider is your niche. What segment of the market are you going to target? What’s the single problem you solve for people? Who is that person? What are those people looking for? Kendra emphasizes that you aren't just selling coaching—you’re selling solutions to problems. 

    What outcome can you provide with your coaching? You can monetize any skills but you need to understand who you’re serving, the problem you’re solving, and the outcome you offer. 

    Should online coaching be a side hustle or full-time job? Should you market your coaching business using current channels? Listen to hear Kendra’s thoughts!

    Why you should start with one-on-one online coaching 
    Many new coaches want to start with group coaching or an online course, but Kendra recommends beginning with one-on-one coaching. Why? Because it’s simpler. You don’t need a launch strategy, program hosting, modules, etc. You can reach out to your current audience and see who’s interested. You could have a coaching client the next day. 

    Secondly, if you don’t have a huge audience, one-on-one coaching will be easier to start with. The amount of feedback you’ll get is invaluable, which you can then take and apply to a group program. Anything you learn can be rolled into an online course. 

    To do something like group coaching or a course, you need volume to sell to and infrastructure in place. That’s why Kendra recommends giving yourself 6–12 months to bring in a full-time income. You have to build an audience and a list and those things take time. 

    When do you move to group coaching? And how do you structure an online course for your business when the time is right? Kendra is a wealth of information on this topic. Tune in to the whole episode to learn the ins an

    • 43 min
    Sell the Way You Buy with David Priemer - Episode 270

    Sell the Way You Buy with David Priemer - Episode 270

    Do you cringe at the thought of selling your interior design services?

    David Priemer, the author of Sell the Way You Buy, is the founder and Chief Sales Scientist at Cerebral Selling, where he teaches business owners the art and science of selling. His work hinges on the idea that you have to sell the way you buy.

    Your clients aren’t just paying for the service that you offer. They’re buying emotions. They’re buying the experience. So how do you sell the way you buy? David shares great takeaways from his book in this episode of Wingnut Social!

    What You’ll Hear On This Episode of Wingnut Social
    [1:21] Wingnut Academy and webinar announcements!
    [2:18] Mini News Sesh: Instagram launches pinning
    [5:19] Learn all about David Priemer 
    [7:13] Why salespeople are viewed negatively
    [9:05] People aren’t buying solutions—they’re buying emotions
    [11:48] Bring awareness of problems to the surface with this tip
    [16:??] How to handle experience asymmetry 
    [20:59] Remember that the experience is the product
    [24:26] The importance of client retention 
    [30:33] The What Up Wingnut! Round

    Connect with David Priemer
    Cerebral Selling
    Connect on LinkedIn
    Watch on YouTube
    The Cerebral Selling Lab

    Resources & People Mentioned
    Sell the Way You Buy by David Priemer
    To Sell Is Human by Daniel H. Pink
    Record your podcast episodes on Riverside

    People aren’t buying solutions—they’re buying emotions
    Covid prompted David and his wife to consider having their home redesigned. To him, the worst thing about a renovation is having to choose every detail. That’s why he’s willing to pay someone who will come in and remove all of the decision-making from his plate. He emphasizes that as an interior designer, you exist in the realm of emotional selling. 

    As you’re talking to your clients, think about the emotion behind why they’re buying. People don’t buy solutions to problems. People buy feelings—especially in creative spaces. So what is your superpower? How do you fill the void your buyer is looking for? It starts by knowing your audience and the feelings they’re buying when they buy you. It’s powerful. 

    Use this tip to sell the way you buy
    If you wanted to sell someone a bandaid, you could look for someone who has a cut (i.e. a problem you can solve). But that requires they’re aware that they have a problem that needs to be solved. You could also look for clients that are afraid of getting cut, like someone who wants to update their house in preparation for selling it down the road. You’re selling the future. 

    The third way to sell is to “cut” people. What does David mean by that? Many people aren’t aware of the problem(s) that they have. When you look at a client's home, you might point out any issues or code violations that you see. You’re bringing problems to your customers. You help them realize there is a problem they need to be solved. You have to create a little bit of pain to address it.

    How do you handle this when you struggle with being comfortable in the sales process? David shares a unique strategy any designer can use—keep listening. 

    Remember that the experience is the product
    In chapter 4 of David's book, he talks about Disney World. Disney focuses on customer experience because the experience is the product. If David hires an interior designer, the experience he goes through to arrive at the final destination ends up influencing whether or not he’s happy with the end product. You have to create that experience.

    You likely became an interior designer because you’re talented and passionate about your work. You love what you do. Why should you be ashamed of selling? You’re simply conveying the enthusiasm you have for what you do to your customer. 

    The experience the customer has with you transcends the final product. At the end of the day, people are buying feelings. People are buying emotions. You could be the best interior designer in the world, but if no one

    • 36 min
    Interior Design as a Second Career - Episode 269

    Interior Design as a Second Career - Episode 269

    Have you considered interior design as a second career?

    Cheryl Luckett had a 15-year career as a registered dietician and human resources professional. She launched Dwell by Cheryl after a weekly blog chronicling her home improvement projects quickly morphed into a side hustle decorating homes. After five years and a carefully planned exit strategy she dubbed “Project 36,” she left corporate life and made interior design her full-time career. 

    What You’ll Hear On This Episode of Wingnut Social
    [1:43] Wingnut Webinar June 30th at 11 am
    [2:40] Mini news sesh: Instagram’s repost option
    [6:17] Project 36: Chery’s plan to transition to design
    [16:36] The role of social media in building her brand
    [20:02] Why you should invest in a business coach early on
    [25:45] Why Cheryl chose to hire early in her business
    [27:31] Hone in on a niche: Who are you here to serve? 
    [33:44] Approach each client with a service mindset
    [34:48] What Up Wingnut! Round
    [36:02] How to connect with Cheryl
    [38:22] Blooper Reel!

    Connect with Cheryl Luckett
    Dwell by Cheryl
    Cheryl’s collaboration with Wildwood
    Follow Cheryl on Instagram

    Resources & People Mentioned
    The Dynamic Laws of Prosperity by Catherine Ponder
    A Well-Designed Business® Podcast
    Me by Design Coaching
    Tobi Fairley Design
    Record your podcast episodes on Riverside
    The next Wingnut Webinar: June 30th at 11 am

    Cheryl’s exit strategy: Project 36
    After 10 years in the same company, Cheryl realized something wasn’t clicking. She didn’t want to be there forever. At the time, she had just purchased her first home and started decorating it. It sparked something inside her. 

    So she took some design courses at her community college, starting with basic drafting. She fell in love with design. She started a blog sharing her ongoing home projects, which led to clients within her circle of influence. A couple of years of night classes later, she realized she was on to something. But she needed a plan to transition out of corporate America. She called it “Project 36.” It was her 36-month exit strategy out of corporate. 

    She was single, had been in the same job for 12 years, and had great benefits—including stock options. The one thing that would keep her from making the move was financial. So she hired a financial planner and said, “I want to leave my job in 36 months. Help.” They set out a plan to chip away at student loans and save money so she felt comfortable with her career change. 

    She set a timeline for everything she needed to get done. The plan unfolded over time. The more the months ticked away, the more comfortable and confident she became about taking the leap. She needed to be strategic. She believes anyone considering a second career should be the same.

    Transitioning to interior design as a second career
    As Cheryl’s 36 months ticked onward, she posted three times a day on social media. It allowed her to engage in a community she wasn’t a part of full-time—yet. It allowed her to build demand for her service before she needed it. She brought people along on her journey. They knew she worked full time, knew she was in school, and knew she was building a side hustle. 

    Her followers were so bought into her story that when she shared a video of leaving the ivory tower, they were excited with her. Now, every December 31st, she posts that video. She executed her plan, made the leap, and is still thriving because of it. What else did she do? 

    Cheryl spent a lot of her PTO traveling to design conferences, investing in herself and her growth. She built relationships with people on an upward trajectory. Once she transitioned into her design business, she continued to invest in herself to continue on the path of growth. 

    So she hired a coach—Kim Kuhteubl. It was a significant investment but helped her understand that it’s an inside game. To show up for your business, sell your services, and serve people—you’ve got to have your mind righ

    • 38 min
    Break Out of Your Comfort Zone for Success - Episode 268

    Break Out of Your Comfort Zone for Success - Episode 268

    David Wood coaches high-performing business owners to double revenue—and their time off—by focusing less and being 30% more courageous in their business or career. Achieving more success sometimes means you have to break out of your comfort zone. David shares some tangible ways you can do that in this episode of Wingnut Social. Are you ready to “Get out there, get uncomfortable, and be great?”

    What You’ll Hear On This Episode of Wingnut Social
    [1:41] Wingnut Academy & Wingnut Webinar Announcements
    [2:33] Mini News Sesh: Google’s Core Search Update
    [5:38] Learn more about David Wood
    [8:32] How David took a leap of faith and became an actor
    [12:52] Reaching your goals takes focus and discipline 
    [20:56] How to be “30% more courageous”
    [27:33] How do you balance being sensible AND daring?
    [30:13] David’s journey towards personal growth through acting
    [32:33] The What Up Wingnut Round!
    [33:21] Learn more about the Mouse in the Room mission
    [39:00] Blooper Reel!

    Connect with David Wood
    Go to MouseInTheRoom.com and get notifications for the nook launch. Set an alarm for 12pm Pacific on June 13th. Go buy as many books as you can and gift them to your friends. Amazon will let you send them the Kindle version. If you believe it deserves a review, come back one day later and leave a five-star review. 
    David’s Coaching Business
    Connect with David on LinkedIn

    Resources & People Mentioned
    Loving What Is: Four Questions That Can Change Your Life
    Record your podcast episodes on Riverside

    Why you need to identify your “mouse in the room”
    David is releasing a book called “Mouse in the Room” (because the elephant isn’t usually alone). It’s all about addressing the little animals in the room (i.e. fears) you may not normally share with someone. 

    When you reveal your fear and connect yourself to it, it can help you overcome it. Once you get clarity on what you’re afraid of, you can choose to tell the other person/people. It makes a decision or action far less scary. 

    David has always been drawn to performance—improv, standup comedy, motivational speaking, music, etc. But he was hesitant about acting. But 8 months ago, he realized he wanted to move to LA, get training, get an agent, and audition. He had never told anyone about the desire. But he “named the mouse” and shared the desire with someone. 

    Naming the mouse gave him energy. And the friend he’d shared with called him a week later and asked him to join her to audition for a professional production of a play. So he did. He got cast as the lead. Now he can say he’s a working professional actor. He’s still a coach and a trainer—and he’s also following his dreams. 

    David shares a powerful thought: "Just because you see someone do something that seems courageous doesn’t mean that they’re fearless. But they’re willing to have that fear and work through it.” How can you go for it and honor yourself so you don’t say, “I wish” on your deathbed? It takes courage to give your all and live your life. 

    Reaching your goals takes focus and discipline
    Entrepreneurs see all of the possibilities. But they can only spread themselves so far. You add in social media, text messages, phone calls—it’s no wonder that most people are dealing with stress and anxiety. It slows down your goals. 

    Sometimes you need someone else to help you say “stop.” By focusing on less, you can produce more. It’s possible to get twice as much of the personal stuff done in half the time you’re spending now. How?

    The answer is discipline. What matters to you over the next twelve months? What are the three business goals and the three life goals that matter to you that will have you celebrating 12 months from now? When you achieve one of these goals, return to your full list of goals and add a “Bonus goal” into the mix. This is only for people who want to be extraordinary. 

    How can you be “30% more courageous?” How do you b

    • 39 min
    How to Drive the RIGHT Traffic to Your Interior Design Website - 267

    How to Drive the RIGHT Traffic to Your Interior Design Website - 267

    How do you drive the right kind of traffic to your interior design website? How do people who want the services you provide find you? How do strategies differ for local and national traffic? Everyone knows they need a plan to drive traffic, but it can be overwhelming—which is why it’s often put on the back burner. In this episode of Wingnut Social, Nicole Heymer of Glory & Brand will help you nail down where to start and how to drive the right traffic to your interior design website. Don’t miss it! 

    What You’ll Hear On This Episode of Wingnut Social
    [1:31] Wingnut Academy & Wingnut Webinar Announcements
    [3:15] Mini News Sesh: Instagram shakes up Stories
    [7:06] Driving traffic to your interior design website
    [15:05] Focus on your messaging to demonstrate your niche
    [20:52] The importance of content marketing to drive traffic
    [27:43] The impact of including video on your website
    [33:47] Use social media marketing to serve a larger audience
    [36:24] Why you have to focus your efforts carefully
    [37:35] How to use email marketing to drive traffic
    [40:04] Networking to drive traffic to your website
    [45:03] The What Up Wingnut Round! 
    [47:30] How to connect with Nicole Heymer 
    [49:40] Blooper Reel!

    Connect with Nicole Heymer
    Glory & Brand
    Glory & Brand on Instagram

    Resources & People Mentioned
    Record your podcast episodes on Riverside
    The E-Myth Revisited by Michael Gerber
    Clockwork by Mike Michalowicz

    Driving traffic to your interior design website: Where to start
    Your website won’t drive traffic to itself. To figure out where to start, you need to ask yourself some questions:

    What is your area of service? Is it local? Is it national? If it’s local, you have to tell the humans and search engines where you service (city, suburb, county?). Ask yourself what you would search for. If you’re trying to reach a national audience, your only hope is to niche.

    Start by focusing on local search to establish a presence. It gives you credibility. If you want to build a national brand, focus on social media and building an email list. That's how you get in front of a large audience. An email list gives you control over your audience and the ability to directly market to them.

    Secondly, where are you now? Where do you want to go? Who’s coming to the website and where are they coming from? Go to Google Analytics and look at “acquisition.” You can see where people are coming from (social, organic, etc.) You can use a tool like Ubersuggest, SEMrush, Ahrefs, etc. to gauge traffic, research keywords, and even spy on competitors. It’s fun to see how your keywords are growing and moving up in rankings. If you aren’t showing up in organic search, you can see it as an opportunity. 

    The importance of content marketing to drive traffic to your website
    Content marketing is creating content that will educate, entertain, or demonstrate expertise. You can push it on social media but SEO and content marketing are intrinsically linked. You can optimize a homepage—and you should—but the real power in SEO comes from creating content. 

    If you want people to find you for a search term, you need one page dedicated to that search term. Search results are answers to a question. If you provide a robust answer to the question—that matches the search intent—you’ll start showing up in Google searches.

    You can take two approaches with content:

    Locally focused SEO and content
    Ranking for high volume traffic-driving keywords

    When Google sees that you’re getting traffic, it raises your domain authority, making you more likely to show up in local searches. 

    Location and service pages can be a major tool for local bases. Optimizing your google business page because it is low-hanging fruit for local search. Your actual location will help you show up in map searches. If you want to show up for other towns, you can create location pages that you optimize for interior design in such-and-such towns.

    • 50 min
    Building Your Interior Design Team with Shelli Warren

    Building Your Interior Design Team with Shelli Warren

    How do you build your interior design team when the current job market is a race for talent? Hiring stellar candidates isn’t easy in a competitive market. So how do you appeal to your ideal hire? How do you retain top talent? What’s the best method for promoting from within? These are just a few of the questions Shelli Warren answers in this episode of Wingnut Social! 

    Shelli Warren is a team and leadership coach and the host of the BizChix Sisters podcast, “Stacking Your Team.” She leverages 26 years of experience to deliver multi-million dollar projects for billion-dollar brands. She helps small business owners hire, fire, and inspire a team of high-performers.

    What You’ll Hear On This Episode of Wingnut Social
    [3:14] The next Wingnut Webinar: June 30th at 11 AM
    [4:10] Mini News Sesh: How to show up on social media
    [8:24] Learn all about Shelli Warren
    [10:33] How to create a stellar job posting
    [19:19] Involving your team in the hiring process
    [22:06] The mission of a career portal on your website
    [27:31] The importance of the interview (even for promoting from within)
    [31:54] The qualities Shelli looks for in leadership
    [36:50] How do you retain employees for the long haul?
    [41:43] The importance of a benefit package
    [45:53] Build out a career path for new hires
    [48:05] The What Up Wingnut Round!

    Connect with Shelli Warren
    The Stacking Your Team podcast
    The BizChix Podcast
    BizChix Leadership Lab
    Connect on LinkedIn

    Resources & People Mentioned
    Record your podcast episodes on Riverside
    Get FREE shipping on your first order from Article
    Check out the Wingnut Webinar on June 30th at 11 AM
    Groh Playrooms on Instagram
    The Signature of All Things

    How to create a stellar job posting
    When you’re hiring, you have to become a marketer. You have to position a job as the best career opportunity anyone would come across. You need to market the job opportunities, team culture, and clients. You position yourself as a place of work where someone can have a career—not a job. Why? People have had it with their jobs. They want something creative and worthwhile. You need to create visuals so potential hires can see themselves working alongside you. 

    If you’re selling a product or service, you have to tell its story, right? You want to position your role the same way. Share what a “day in the life” looks like. Paint a picture so they can see themselves in that role long-term. It helps decrease turnover. You want to be able to confidently select the people that will join your team that are in it for the long haul. 

    Shelli notes that you must be transparent about compensation and benefits. Many people who had really incredible salaries get to a point where it isn’t about the money anymore. They want to feel like what they’re doing is worthwhile. But you need to put the salary out there in black and white. Be professional and say: here’s the role, the title, what the role looks like, the anchor skills, and the compensation. If it aligns with their career goals, they’ll want to meet with you. If someone isn’t okay with that number, don’t waste each other’s time. 

    How can new designers create a compelling job description when they don’t have a solid team culture to brag about? Listen to hear Shelli’s thoughts.

    How do you retain employees for the long haul?
    Shelli jokes that you have to remind your team just how good they have it! She notes that you can read testimonials to your team. Share the goals that you are crushing. It’s about creating storylines where everyone understands their role and how it rolls up into the mission of the business. 

    Don’t be afraid in one-on-one conversations and quarterly reviews to give people shoutouts and remind them what they bring to the business. Make sure it isn’t just the “rock stars” who are getting the spotlight. Every rockstar has a team supporting them. Acknowledge everyone on the team and remind them that the work they do is worthwhil

    • 51 min

Customer Reviews

5.0 out of 5
249 Ratings

249 Ratings

Kathleen Jennison ,


Darla always makes me think and laugh!! The information is always spot on and seems to address my current pain point. Timely and true. Thank you

@kimstewinspired ,

Balancing marketing & family

I love hearing how interior designers can build their businesses online, and especially enjoyed Darla’s episode with Amber Hawley on balancing business and marriage.
Kim Stewart, outreach exec, angietrueblood.com

C Gromer ,

Puts the fun back in business

I love how Darla has taken the stuffiness out of business ownership and shows up as herself and still has killer content and business information to share. She makes interviews fun and interesting. Great listen!

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