Years before launching Entrepreneur Architect, I published a quarterly newsletter for my own residential architecture firm, Fivecat Studio. Without much effort, I acquired hundreds of subscribers through links on a few social media profiles. The newsletter was part of my marketing plan and every few months I half-heartedly scrambled to send something out.
Even without the appropriate focus, we benefited directly with a few new projects and some positive quarterly buzz in the local press. I can only imagine the connections I could have enjoyed if I focused on building my email list to its fullest potential.
Today, with the success of The Entrepreneur Architect Report, I better understand the value of producing a quality online periodical. With more than 3,000 subscribers, I have built a strong community of like-minded small firm architects who look forward to my letter and respond in kind with thoughtful communication.
Websites, blogs and social media are important for building an online presence. If you want to be found by the search engines (and you do), these platforms are critical. With an architect’s limited marketing budget and time allowance, these three steps are your top priority.
But when you are ready to step up to the next level, and you want to experience direct results, it will be time to design and develop a weekly email newsletter.
If I had to choose one platform among all that I use, I would send it all away and keep my newsletter email list. There is currently no better way to communicate directly with my community and no better way to experience positive results.
Whether you are ready to launch your first email letter or have been building a list for years, the following 20 tips will help you build a better newsletter.
Connect with your community on a consistent basis.
At the most basic level, your newsletter will allow you to connect with your community on a regular basis. This consistency will allow you to stay “top of mind” and will encourage word-of-mouth conversations about your firm. When your next client is ready to hire an architect, your firm will be the first on the list.
Keep it simple.
Its important that your newsletter look and feel professional, but if its too complicated, it will take too much time to produce. My suggestion is to write in a less formal “voice” and keep it simple. Let your quality content and photos tell the story.
Build your list by using a dedicated email service.
We used Constant Contact for our Fivecat Studio newsletter and today I use Aweber for The Entrepreneur Architect Report. Whether you choose one of these services or the ever popular Mail Chimp, these services will help you quickly build a list and keep the time to produce a quality letter to a minimum.
Share progress of your business success.
The consistent touch point of a weekly newsletter will show readers the progress your successful business is making. As the letter improves in quality and your projects become more and more refined, your reputation will improve with each issue.
Build a stronger community.
One of best ways to encourage open rates (the number of emails that are actually opened and read), is to ask direct questions and request feedback from your audience. With each edition of The Entrepreneur Architect Report I receive dozens of responses from my community. Reading the thoughts and stories sent in by my friends in the Entrepreneur Architect community is one of my favorite activities of the week.
Reveal behind the scenes.
Everyone wants to be “in the know”. Your newsletter is a perfect platform for showing your community parts of your firm that most do not have the privilege to witness. Demonstrate your BIM software or give them a tour of your samples library. You might be surprised at how many people are interested in seeing the hidden parts of architecture.
Provide tips and information about your specialty.
Your newsletter is a place where you may go beyond the information presented on your website and blog. When you provide tips and information that is specific to the knowledge you possess, you reinforce your authority in the field and position your firm above the competition.
Sell products and services.
This is an opportunity that few architects explore. Your newsletter is a perfect tool to sell products and services direct to your audience. Pick a “Light Fixture of the Week” or a discounted “readers only” paint color consultation and add some additional weekly numbers to your bottom line.
Feature recently completed projects.
Anyone voluntarily subscribing to your newsletter wants to see the architecture you are creating. Prepare articles about your work in a format similar to the magazines they may read. Feature large professional photos, use eye-catching headlines and see your weekly open rates soar.
Feature client testimonials.
Your newsletter is not a place for you to sing your own praises, but there’s no problem letting your satisfied clients share their own happy tunes. Ask all your clients for a short testimonial and include a new one each week.
Tell stories to build your brand and word of mouth.
If you listened to last week’s podcast episode featuring Bob Fisher of DesignIntelligence, you already understand the importance of telling the story of our firms. Craft the story of your firm and use your newsletter to build a stronger brand.
Feature “before and after” images.
No one can resist a good “before and after” image. Make this a weekly feature and your readers will click the email link just to see this week’s installment.
Provide information on pricing and process.
To so many, this profession is a mystery. As you build a rapport with your readers and personal relationships are established, your community will learn to trust what you say. Our newsletters are a great tool to teach our readers what we want them to know.
Provide links to website, blog, social media and Houzz profile.
Every week you will share links to your website, blog, social media sites and your Houzz profile. As your email list grows, so will your “visits” and “follows”.
Connect with local press and national publication editors.
Subscribers should never be added to your email list without permission. Only send your newsletter to those who choose to receive it. Send an invitation to everyone with whom you want a connection. A personal note from you to the most influential writers, bloggers and magazine editors may just land you a feature in their publications. Many of the editorial connections I have made over the years have come directly through subscription to my newsletter.
Sell advertising.
If you build a list with a few thousand subscribers, you will have built an valuable asset. You will have a direct connection to each of your readers and local vendors will pay for the opportunity to be introduced. Advertising also builds credibility with your audience. When readers see respectfully placed sponsorships and ads in your letter, the value of what you are producing is reinforced in their minds.
Feature new and noteworthy products.
My favorite pages of most trade publications are found at the “new and noteworthy products” section. I am always seeking to better educate myself with the most recent releases and most innovative products. As a professional, I don’t ever want to be caught unprepared when a client asks me for an opinion on a product they just discovered. A weekly “new and noteworthy products” column would improve the quality of any architectural newsletter.
Invite readers to exclusive events.
This tip is Newsletter 2.0. Take your newsletter community to the next level. Send each subscriber a personal “readers only” invitation to an exclusive event such as a wine tasting or home tour of your recently completed projects. When you meet your readers face to face, relationships will strengthen, your project list will grow and your brand recognition will skyrocket.
Feature staff interviews.
Introduce your readers to your team. With the less formal format of a newsletter, you may even want to share hobbies and interests. Sharing this more personal background, in addition to sharing their skills, talents and accomplishments, will allow the individuals on your team to better connect with the people you are seeking to serve.
Share your subscription link.
Your newsletter has little value if no one is reading it. Add a simple “Sign up for our free weekly newsletter!” link on your website, your blog and all your social media profiles. Place a link on every message that leaves your firm by adding it to all your email signatures. Wherever there’s an opportunity to connect with your community, add a link.
Your email newsletter may be the most important marketing tool you have. With these 20 tips, your message will be strong and your list will continue to grow.
What are your thoughts on email newsletters for small firm architects? Do you use this tool to market your firm? Share your thoughts and a link to your letter in the comments below.
***
Photo Credit: bannosuke / 123RF Stock Photo
I would add that a mailed hardcopy newsletter to a select group is also useful.
Perfect timing. I just decided this week to finally start a newsletter. It seems like consistency is the key, and also not to focus all on yourself. I want to provide content that is actually helpful.
I am so reluctant to send out an email newsletter. I get annoyed by most newsletters and ads I get on my inbox. My way of connecting is via Facebook, I can publish updates, new projects, share links to good articles, etc. People that like my page get the updated, so I feel like it is voluntary. I do like your subscription link idea, as long as people want to get the newsletter, they should! I honestly don’t know when you have time to do all this AND your projects! I need to learn better time management!
Adriana. Thanks for your feedback. I agree that Facebook is excellent for connecting with your community, but I believe it is second to a permission-based email newsletter.
1. Email newsletters are welcomed email. Your message should only be sent to people who want it.
2. Facebook posts are not sent to everyone who “likes” your page. In order to have your post show up on every subscriber’s newsfeed you need to pay Facebook.
3. Facebook is not in your control. As with the change with the newsfeed, Facebook sets the rules. A newsletter is completely within your control.
I do love Facebook and recommend that all small firm architects do what you are doing, but I would first set up your email list.
It is tough to do it all. To be most productive we need to prioritize our time and delegate to others. I’m still working on trying to find the right balance.
I appreciate your thoughts. Thanks.
Hi – I’ve just come across this article prior to starting moving forward on a regular newsletter. Has your advise changed at all since you wrote this in 2014? Best Sophie
Sophie: Everything still holds true. The only change we have made is with the service we are currently using. EntreArchitect has outgrown Aweber and has moved to ConvertKit, which allows us more control with segmentation and automation. If you are interested in checking out ConvertKit, please use our affiliate link http://mbsy.co/hrRrV. If you choose to proceed with ConvertKit, EntreArchitect will receive a small commission without any additional cost to you. Thanks for the comment and your support for EntreArchitect. – Mark