Alright – so today we’ve got the honor of introducing you to Liz Martinez-Nelson. We think you’ll enjoy our conversation, we’ve shared it below.

Hi Liz, thanks for joining us today. So, let’s imagine that you were advising someone who wanted to start something similar to you and they asked you what you would do differently in the startup-process knowing what you know now. How would you respond?

If I were starting over, I would save myself a lot of time by learning from people who came before me, but opening my mind to new ways of doing things sooner. I Insta-stalked other designers, downloaded freebies, and took paid courses to understand how other people were running their businesses. I never would have known where to start without all of that education.

But what I did in the last six months has propelled me the furthest, and that was taking what I knew, listening to the problems of my ideal clients, and creating my own methods for being their solution. I see a lot of other strategic designers spending time on things that ultimately won’t help business owners. I’ve created a process that combines strategy and design in a way that is streamlined, and focuses on my clients long-term and short-term goals. We discover, define and design their brand, and they walk away with the deliverables that will give them the biggest bang for their buck.

Liz, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I started my business after a successful career in casting in Los Angeles, followed by six years as a stay-at-home parent. Re-entering the workforce was important to me because I wanted to feel I had something to focus on outside of my family, and I wanted to contribute financially once my kids were old enough to be in school. I also wanted my daughters to see me pursuing a career that I felt excited about.

I knew that I wanted to be an entrepreneur, so I consumed as many books and blogs on the topic as I has time for. When I came across brand and website design, something I had no previous experience in, I felt all of the neurons in my brain light up, and I knew I was onto something. It was the same feeling I had at 23, when, as a ticket seller at a theatre in LA, I heard about casting for the first time. Both experiences launched me into careers that utilized my specific talents, and made me excited to get up and work each day.

Now I help female founders attract high-ticket clients with strategically designed brands and websites that help communicate their value so they can be pickier about who they work with. My process is holistic, but to the point. Once we establish your long-term goals, everything we do together is aimed at moving the needle and getting you closer to those goals.

I’ve worked with interior designers, photographers, financial planners, coaches and dozens of other service providers, and helped them streamline their business and put their best foot forward online. My clients don’t just check brand and web design off their list. My process starts with brand strategy, where we discover and define their target audience, contemporaries, brand voice, messaging, content pillars and more. After our work together is over, the ride begins.

What’s been the best source of new clients for you?

When I first started my business I did something that I now realize can be hard for people. This is something that I laugh at a little bit now, but I would do it again because it’s what launched my business, and it’s the reason I have a full calendar today. And it’s simple. Before I had any experience whatsoever, when I had absolutely no business calling myself a brand and website designer, I emailed practically everyone I know announcing that I was starting a business and looking for clients.

I get why this can feel weird, scary, or even embarrassing to do. You worry what people might think, and you might even be nervous for someone to take you up on it! But for me, putting it out there felt empowering, and I told myself that the people who matter to me would support me, and help spread the word.

That one email (along with a Facebook and IG post) brought in my first four clients, and I still get referrals from those four today!

What’s been the most effective strategy for growing your clientele?

I have two main sources for clients, and those are referrals and Instagram. I don’t advertise my referral program, but every time a former client refers someone to me and they book a big-ticket service, I make sure to thank them with a gift card and a note. It’s always received well and gives them a good reason to keep spreading the word! Almost all of my clients have referred me to someone!

As for IG, I started a brand new account when I opened my doors, and it took some time for me to establish an aesthetic and content strategy. If you scroll back you’ll see the messiness. So don’t. Or do! It’s pretty funny. The thing that really changed the game for me was showing up on video. Once I got comfortable on camera, I started to see a lot of growth. I share on stories almost daily, and record reels that help potential clients understand what I do and how it can help them.

What I don’t do is make trending reels, dance, point at words or lip sync. Not that there’s anything wrong with those! I follow accounts like that do all of those things and you can find me double tapping all day. But I recognized early on that I can’t do those things and feel in alignment with my brand, so I forgo those strategies in favor of content that is directed at the exact type of client that I want filling out my intake form.

I have a special trick that I use whenever I want a new client to fill out my intake form. This is going to sound whacky, but it’s worked every time. Here it is: I search IG for someone who I want to work with. I’ll search #atxinteriordesigner for example, and find someone who’s work I love, who’s brand and website needs an update. I follow and engage with accounts like this regularly. But the next part is key. I then create content specifically for that person. I make reels and stories that I think that person needs to see in order to understand how I can help transform their business. And guess what happens? I get an inquiry. Granted, it’s not always that same exact person, but it’s usually someone in the same place/situation as my target. Try it and tell me if it works for you.

Contact Info:

• Website: www.favoritethingsstudio.com
• Instagram: @favorite.things.studio
• Facebook: https://www.facebook.com/favoritethingsstudio
• Linkedin: https://www.linkedin.com/in/liz-martinez-nelson/

Image Credits
Headshot by Caryn Noel