The Unexpected Strategy That Fixed My 'Lead Quality' Problem (And Why More Visibility Wasn't the Answer

For a long time, I was doing 15-20 discovery calls to book 2 projects.

Hours of my week disappeared into Zoom calls with people who couldn't afford me, didn't value my process, or weren't actually ready to move forward. I'd finish a call feeling drained, already knowing it wasn't going anywhere, but still hoping the next one would be different. (Spoiler: it rarely was.)

I assumed this was just part of running a creative business. You cast a wide net, sort through a lot of inquiries, and eventually find the right people.

But here's what I eventually realized: I didn't have a conversion problem. I had a positioning problem.

More specifically, I had a filtering problem.

I was attracting everyone—which meant I was spending hours sorting through inquiries, trying to figure out who was actually a fit. I was doing the filtering work manually, one exhausting discovery call at a time.

When your positioning is crystal clear, people can self-filter before they even contact you. They'll either think "Oh, this isn't the right fit for me" and move on, or "Yes, this is exactly what I'm looking for" and reach out already qualified.

Not just financially qualified. Philosophically qualified.

That shift—from trying to attract everyone to intentionally filtering for the right people—changed everything.

Let me show you what I mean.

What I Tried First (And Why It Made Things Worse)

Here's what I tried first: More visibility.

I thought, "If I can just get in front of more people, some of them will be my ideal clients." So I posted more often, tried new platforms, invested in ads to get more reach.

The logic seemed sound: bigger audience = more opportunities = better chance of finding the right people.

Except that's not how it works.

More visibility without clear positioning just brought more of the wrong people. I ended up with a bigger audience of tire-kickers and people who appreciated pretty things but didn't understand (or value) my process. More inquiries, sure. But also more "Can you do this faster?" and "What if we skip the discovery phase?" and "Can you work with our $5K budget?”

Quantity doesn't create quality. Positioning does.

When that didn't work, I thought maybe it was a branding problem. So I invested in professional photography, rebranded my website, hired a graphic designer. If my brand looked more premium, surely I'd attract premium clients, right?

Wrong.

A gorgeous brand with unclear messaging just attracts people who appreciate aesthetics—not necessarily people who value your process or expertise. Beautiful brands without clear positioning still attract the wrong clients. Just more of them. (And now they have higher expectations because everything looks expensive.)

Then came what I call the "broader appeal" trap.

I started thinking, "Maybe I'm being too specific. If I open things up, I'll have more opportunities." So I made my messaging vaguer. "We create beautiful spaces for homeowners" instead of something more specific.

This is exactly backwards.

When you try to appeal to everyone, you become compelling to no one. "We design beautiful spaces for everyone" sounds desperate. Meanwhile, "We specialize in luxury primary residences for professionals transitioning to empty-nest living" sounds like expertise.

Here's the pattern I finally noticed: Every solution I tried was focused on more—more visibility, more polish, more appeal. I was trying to attract better clients by attracting all the clients and hoping the right ones would find me in the pile.

That's not strategy. That's hope.

The real problem? None of these approaches addressed what I actually needed: a way for people to self-select before they ever contacted me.

I needed positioning that worked as a filter, not a magnet for everyone.

Because here's what most people don't understand: The biggest waste of time in any creative business isn't doing the work. It's spending hours with people who were never going to be the right fit in the first place.

That's what I was doing. And maybe that's what you're doing too.

What Quality Leads Actually Means

Before I show you what actually worked, we need to clear something up: what "quality leads" actually means.

Because most people get this wrong.

Quality leads aren't just people with big budgets. (If only it were that simple.) I've had plenty of high-budget inquiries that turned into absolute nightmares—people who wanted to rush my process, micromanage every decision, and treat design like a transaction instead of a transformation.

A $150K project with someone who doesn't value your methodology? That's not a quality lead. That's an expensive headache. (Ask me how I know.)

Quality leads are people who are aligned with your process, your timeline, your communication style, and your philosophy about the work.

Someone who understands that good design takes time. Someone who trusts your expertise instead of second-guessing every recommendation. Someone who sees the investment as long-term value, not just upfront cost.

That's quality. That's what makes a project sustainable, enjoyable, and ultimately successful.

And here's what most creatives miss: you can't convince someone to value these things on a discovery call. You can't talk someone into respecting your process if they don't already believe process matters. (Trust me, I've tried. It doesn't work.)

That filtering has to happen earlier. Before they ever contact you.

This is where positioning comes in.

When your positioning is clear and specific, it acts as a filter. The right people see themselves in your message and think "Yes, this is exactly what I'm looking for." The wrong people see your standards and self-select out before wasting your time—or theirs.

You're not trying to attract everyone and then figure out who's a fit. You're making it easy for people to know whether they're your person before they ever reach out.

That's the shift. And it requires a completely different approach to how you talk about your work.

The Positioning Framework That Changed Everything

Once I stopped trying to attract everyone and started thinking about positioning as a filter, everything clicked into place.

Here's the framework that changed my business—and the framework I now teach inside Marketing School for Creatives.

Step 1: Get Surgical About Who You Serve

Most creatives describe their ideal clients like this: "We serve homeowners who appreciate good design."

That's not positioning. That's everyone with a house and a Pinterest account.

Here's what actually works: "We serve established professionals who are building their forever home after the kids leave and want a space that reflects their sophisticated taste while supporting how they actually live now."

See the difference?

The first version tells you nothing. The second version makes someone either think "That's me" or "That's not me." That's the point. You want clarity, not vagueness.

And here's the depth most people miss: you're not just defining demographics (age, income, location). You're defining psychographics—how people think, what they value, what motivates their decisions.

Not just "affluent homeowners" but "affluent homeowners who view their home as a long-term investment in their wellbeing and are willing to prioritize quality and process over speed and cost-cutting."

That level of specificity feels scary. It feels like you're excluding people. (You are. That's the entire point.)

But here's what actually happens: the right people see that and feel seen. They think "Finally, someone who gets it." And the wrong people move on to find someone whose process better matches what they're looking for.

Step 2: Define Your Non-Negotiables Clearly

What you don't do is just as important as what you do.

If you specialize in comprehensive residential transformations, say it: "We don't do quick refreshes, decorating-only projects, or spaces that need to be completed in under 4 months."

Then explain why: "Our process is designed for clients who want thoughtful, lasting transformation—and that requires time."

When you name your non-negotiables, you're not being difficult. You're showing standards. And people who value quality will respect that.

I tell clients: "We don't do rush projects. Design quality requires time to source materials, iterate on concepts, and ensure every detail is considered."

Does this filter out people who need something done in six weeks? Yes. Good. Those people were never going to be happy with my process anyway. Now they know that upfront instead of three weeks into a project when tension starts building.

Step 3: Make Your Process Your Filter

Let people know what working with you actually looks like. Don't apologize for having standards.

"Every project begins with our signature 3-week discovery process where we understand not just what you want, but how you actually live."

"We require exclusive designer relationships—we don't work with clients who are getting multiple design proposals."

"We present one direction, not three options, because our process is about deep collaboration, not a beauty pageant of concepts."

Each of these statements does two things: it shows your methodology, and it filters out people who don't work that way.

Someone who wants to shop around? They'll read that and move on. Someone who values deep collaboration? They'll think "Finally."

Your process isn't just how you work. It's a filtering mechanism. Make it visible.

Step 4: Address Investment Philosophy, Not Just Numbers

Here's where most creatives get uncomfortable. They either avoid talking about money entirely, or they lead with price ranges and hope people don't flinch.

Neither approach works.

Instead, talk about your investment philosophy: "We believe quality design is a long-term investment in your daily life. Most clients invest between $X and $Y because they prioritize materials that will age beautifully and design that will feel relevant for decades."

You're not just stating numbers. You're explaining why the investment level is what it is. You're connecting cost to values.

This filters out bargain hunters immediately. Someone looking for the cheapest option will read that and know you're not their person. Someone who shares your philosophy about quality and longevity will feel aligned before they ever contact you.

When I started framing investment this way, the "Can you do this for less?" questions basically disappeared. Because people who reached out already understood what they were investing in and why it cost what it cost.

Here's what this framework does:

It moves the filtering work from your discovery calls to your positioning. Instead of spending an hour trying to figure out if someone's a fit, they've already figured it out themselves.

Fewer inquiries overall? Yes. But dramatically higher quality.

Instead of 20 discovery calls that lead to 2 difficult clients, you'll have 8 discovery calls that lead to 6 clients who respect your process, trust your expertise, and refer other ideal clients.

That's the math that changes everything.

Where This Shows Up (Implementation Across Touchpoints)

Okay, so you understand the framework. Now let's talk about where this actually shows up in your business.

Because positioning isn't just a strategy document you write once and file away. It's the foundation of every place your brand shows up.

And here's what most creatives get wrong: they apply the positioning using the same vague luxury language that doesn't actually filter anyone. They swap "beautiful spaces" for "elevated spaces" and think they've fixed the problem. They haven't. They're still claiming instead of demonstrating.

Your website homepage:

Before (Hero): "Award-winning interior design studio creating beautiful spaces for discerning clients."

After (Hero): "We design homes for professionals building their forever space after the kids leave—starting with how you actually live, not how spaces look."

That's your hero section. Two sentences. Clear who it's for, hints at your unique approach, creates curiosity.

Then later on the page (in your "How We Work" or "Our Approach" section): "Most projects run 6-9 months and begin with a 3-week discovery process where we map your daily routines alongside your aesthetic preferences. We source materials based on how they'll age over decades, not just how they photograph today."

The hero filters immediately. The deeper content demonstrates your standards for people who keep reading.

Your social media bio:

Before: "Interior Designer | Luxury Residential | DM for inquiries"

After: "Residential design for empty-nesters building forever homes | 6-9 month process from concept through install | We start with how you live, not how spaces look"

Now people understand what you do, who it's for, how long it takes, and your philosophy—all before clicking your profile. That's filtering through clarity, not adjectives.

Your discovery call booking page:

This is where most people write something like "Book a consultation to discuss your project" and wonder why they get 20 calls with the wrong people.

Instead, try this: "Our discovery calls are for homeowners who are ready to begin a 6-9 month design process and understand that comprehensive residential design typically requires investment of X−Y. We'll discuss your daily routines, your long-term vision for the space, and whether our methodology—which prioritizes material longevity and spatial function over speed—aligns with what you're looking for."

Will fewer people book calls? Yes. Because the wrong people filter themselves out. The people who do book already know your timeline, your investment range, and your values.

Your content strategy:

Every piece of content you create should reinforce your positioning by showing how you think.

Not: "5 ways to make your living room feel more luxurious"

But: "Why we specify European oak aged 18+ months (and how tannin content affects stain absorption over time)"

Or: "The 3-week discovery process: Why we map your daily routines before we ever talk about paint colors"

You're not claiming "we use quality materials." You're explaining your methodology through specificity. When your content consistently shows the depth of thought behind your work, your audience gets educated before they ever contact you.

Your referral scripts:

Give your past clients specific language that demonstrates your standards, not just claims them.

Not: "You should call my designer, she's amazing and does luxury work."

But: "Call Ericka. She's not going to give you three design concepts to choose from—she develops one direction based on a deep discovery process where she actually maps how you live in your space. Her projects run 6-9 months minimum because she sources based on how materials age, not just initial aesthetic. If you want someone who thinks long-term and has actual reasons for every choice, that's her. Fair warning: projects typically start around $X."

Now the referral does the heavy lifting. The person being referred knows your process, timeline, philosophy, and investment level before they ever reach out. They're pre-qualified not just financially, but methodologically.

How You Know It's Working

Here's how you know your positioning is actually working:

The people who contact you use your own language back to you.

They say things like "We're looking for someone who specializes in residential design for empty-nesters and understands the importance of a comprehensive process." They've absorbed your positioning and are confirming they want exactly what you offer.

If someone emails you and says "We've been following your work and we love your approach to material selection and how you prioritize longevity," that's your positioning working. They didn't just stumble onto your website—they found you because your message resonated with what they were already looking for.

They're pre-sold on your process, timeline, and investment level.

They're not calling to negotiate. They're calling to see if you're available.

Instead of "Can you give us a quick quote?" or "How fast can you do this?" you hear "We understand your projects typically run 6-9 months and we're ready for that timeline" or "We've budgeted accordingly for a comprehensive design process."

That's positioning doing the heavy lifting. You didn't have to convince them that quality takes time or that good materials cost more. They already understood that before reaching out.

The math changes completely.

Before clear positioning: 20 discovery calls to book 2 projects with clients who push back on timeline, question every recommendation, and treat your process like an inconvenience.

After clear positioning: 8 discovery calls to book 6 projects with clients who respect your process, trust your expertise, and refer other ideal clients because they actually understand what you do and who you serve.

That's not just more efficient. That's a completely different business experience.

And here's the psychological shift that comes with it:

When your positioning is filtering effectively, you stop feeling like you have to convince people. Discovery calls stop feeling like sales pitches and start feeling like alignment conversations. You're both figuring out if this is a good fit—not you trying to talk them into valuing what you do.

That's when marketing stops feeling exhausting and starts feeling like exactly what it should be: connecting with your people.

CONCLUSION: Fewer Inquiries, Better Business

Here's the counterintuitive truth: The goal isn't more inquiries. The goal is better inquiries.

When I was doing 15-20 discovery calls to book 2 projects, I thought I had a volume problem. More visibility would fix it, right? More people seeing my work meant more opportunities.

I was wrong.

The shift wasn't getting in front of more people. It was getting crystal clear about who I was for—and making it easy for everyone else to self-select out before wasting both our time.

When your positioning is this precise, you'll get fewer inquiries overall. But the ones you get will be dramatically higher quality. Pre-qualified. Already aligned with your process, your timeline, your investment level, your philosophy.

That's not just more efficient. That's a completely different way to run a business.

Marketing stops feeling pushy and starts feeling helpful. You're not trying to convince everyone—you're connecting with your people. And when you do that well, those clients become your best referral sources because they actually understand what you do and who you serve.

Ready to see how this works as a complete system?

Inside my free masterclass, What high-earning creatives do differently, I walk through the full positioning framework—how to identify who you're actually for, how to articulate your methodology so it filters, and how to apply this across every touchpoint in your business.

So you can stop doing 20 discovery calls to book 2 projects, and start attracting clients who are already sold on your approach before they ever contact you.

[Watch the Free Masterclass]

Positioning is the quiet strategy that does the heavy lifting before you ever show up to sell.