Summary: This episode argues that makers should stop relying only on social media or handing out business cards, and instead start collecting emails so they can “own” their audience. The main idea is to use email marketing in a luxury, story-driven way—less “buy now,” more behind-the-build narratives, project highlights, inspiration, and client/project stories.
Key points:
Social media audiences belong to the platform, not you.
Ask for emails at markets, galleries, shows, and client interactions.
Send narrative-based emails, not discount-style marketing.
Use project stories, photos, process, and inspiration.
Monthly or quarterly emails may feel more premium than weekly blasts.
Segment your list: residential clients, interior designers, commercial/design clients.
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