January 29, 2025

#48 Niche down and stand out: Lessons from Anika Schachtler

28 minutes

To niche or not to niche–that’s the question many interior designers ask themselves as they navigate growing their business. But what if niching down could be the key to standing out and scaling your business?

In this episode, we talk to Anika Schachtler, founder of Anika Schachtler Design, a boutique interior design firm specializing in the renovation and restoration of 1800s and 1900s farmhouses and cottages.

If you've ever wrestled with choosing a niche or felt overwhelmed by the idea of marketing, Anika's story will inspire you to simplify, focus, and embrace what makes your business unique. Get ready to learn how staying true to your passions can elevate not just your brand but also your entire approach to design and marketing.

What you’ll learn in this episode:

How to identify a niche that aligns with your passion and values.

Why niching down doesn’t mean limiting opportunities but attracting the right clients.

Simple, sustainable marketing strategies that work for designers who don’t love marketing.

How to maintain authenticity in your brand messaging across platforms.

The power of building relationships with referral partners for steady business growth.

Memorable quotes:

"It's true that you will be turning away people, but that's not a bad thing because the right people are going to be really attracted to what you're doing."

"It's exhausting to not be yourself."

"When we take time off to refresh our minds, that's when the best ideas come to me, and that's where it all comes together."

"We can all work our lives away, but there's more to life than just work, and we really have to be mindful of what we're doing and how we're spending our time."

"Just keep your audience in mind, and it's going to create a really good connection from the very beginning once they land on your website."

Key highlights:

The power of passion: Anika shares how her love for old farmhouses shaped her niche and became the foundation of her business.

Marketing that feels natural: From referrals to a blog and social media, Anika explains how easing into marketing strategies helped her stay consistent without burnout.

Authenticity in brand messaging: Anika emphasizes why being true to herself has been pivotal in building trust with her audience.

Leveraging relationships: Anika breaks down how working closely with referral partners like contractors and cabinet makers has fueled her success.

Creating space for creativity: The role of taking time away from work—for Anika, riding horses—to stay inspired and energized.

Connect with Anika Schachtler:

Website: anikaschachtlerdesign.com

Instagram: @anikaschachtlerdesign

Facebook: Anika Schachtler Design

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Need help with messaging strategy or copywriting for your interior design website? Connect with me, your host Masha Koyen, Messaging Strategist and Copywriter for interior designers:

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By Masha Koyen

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