By Ericka Saurit
Understanding our core emotional motivations for, well… pretty much everything.
Last month, we talked about positioning—how defining the space you want to own in your client’s mind makes your brand more focused, more magnetic, and more you.
This month, we’re going a level deeper. Because even when you know who your ideal client is, there’s still one essential question left:
What actually makes them say yes?
Enter: motivation.
We like to think people make buying decisions based on logical things like budgets. Timelines. Photos in our portfolio. Square footage. Resale value.
But in reality, most decisions, especially in design, are motivated by our emotions.
People don’t buy features. They buy feelings.
The best marketing campaigns in the world tap into the emotional motivation behind why we make purchase decisions. Maybe your clients want to feel more confident. More seen. More at peace in their own home. More inspired. More creative, perhaps. More connected. You get it…
They’re not just investing in furniture or finishes, they’re investing in how they want to feel about themselves when the work is done.
Your job as a brand is to understand those emotional motivations, and reflect them back in a way that feels honest (and never manipulative).
And here’s where things get interesting: Most designers are saying too much in their marketing. Too many words, too many features, too many details that miss the point.
If you can tap into what your client really wants—and speak to it with simplicity and empathy—you’ll stand out more by saying less.
Here’s how to put this into practice:
Uncover the real reason…
Think of your last three clients. What were they really looking for? A beautiful kitchen or a place to host Thanksgiving for the first time? A better floor plan or a place where everyone wants to gather each weekend? Make a list of what they asked for and what was underneath it.
Name that feeling.
Pick 3–5 core emotions your ideal clients want to feel more of (do they yearn to be seen or heard? To feel inspired or more creative? To cultivate a sense of belonging for their family and friends?) Start using those words in your messaging and conversations, not just the deliverables.
Use “so that” statements.
In your marketing, don’t just talk about the what (custom furniture, beautiful finishes, your seamless process). Show them the why: so that you can finally relax in a space that feels like you. So that your mornings feel easier and everyone gets out the door on time. So that your home supports the person you desire to become.
Design is the service.
But transformation is the product.
Next month, we’ll shift focus to the people on the other side of the screen, because knowing who you’re talking to is just as important as knowing why they care. We’ll talk about why marketing is like dating, and how defining your ideal client is one of the most creatively aligned moves you can make.
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More details can be found in your DSA Member account under the DSA Member Benefits tab. Reach out to support@dsasociety.org for help. Start building a marketing plan that actually works! Be sure to keep up with Saurit Creative on socials!
