Most interior designers struggle to articulate what makes them different—and that’s a problem when you’re trying to stand out in a competitive market. If you can’t clearly communicate your unique value, your dream clients won’t see why they should choose you over someone else.

In this episode, I sit down with Jude Charles, a documentary filmmaker and storytelling expert who has spent the last 18+ years helping entrepreneurs uncover and showcase their differentiator. From producing stories for Google and Steve Harvey to working with top interior designers, Jude knows how to bring compelling narratives to life.

If you’ve ever felt like your marketing sounds like everyone else’s, or you’re unsure what your true differentiator even is, this episode will give you the clarity and confidence to own your story and communicate it effectively.

What you’ll learn in this episode:

• Why every interior designer has a differentiator—even if you think you don’t
• The simple yet powerful framework for identifying what makes you unique
• How to turn your differentiator into a compelling brand message
• Why repetition is the key to making your audience truly remember you
• How to use storytelling to attract high-end clients who align with your values
• The three types of behind-the-scenes content that build trust and authority
• Why your personal experiences (not just your design skills) make you the only choice

Memorable quotes from Jude:

• "In the same way that every business has a differentiator, every person has a differentiator."
• "The only limitation you have is the one that you create."
• "If you want people to believe in what makes you unique, you have to believe it, own it, say it, and then share it."
• "Hearing something a thousand times is not as powerful as seeing it once for yourself."
• "Your audience enjoys hearing your story again—it reminds them why they trust you."

Key highlights:

• How Jude’s storytelling journey began at just 17 years old (and why it matters)
• The biggest mistake designers make when trying to stand out
• Why client compliments are the best clues to your differentiator
• How to document and repurpose stories that reinforce your brand message
• The importance of showing (not just telling) what makes you different
• Why storytelling is essential for high-end clients who need to trust you before hiring you
• How interior designers can create ‘choreographed’ and ‘raw’ behind-the-scenes content
• The power of consistency in marketing—how often should you repeat your core message?

Connect with Jude Charles:

• Website: judecharles.co
• Instagram: @judecharles

Connect with Masha:

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:

• FREE GUIDE: 7 strategies to attract affluent clients
• Weekly marketing tips
• Masha’s Instagram
• Masha’s Website
• Book a call with Masha