How architects can communicate with clarity, connect with the right clients, and stand out in a crowded market
Words shape the way clients understand our value. They influence trust, perception, and the decisions people make long before we ever meet them. Yet most small firm architects struggle to communicate clearly or consistently. We put our energy into design and service, and marketing often becomes an afterthought.
That’s why my conversation with award-winning copywriter Larry Lindner was so compelling. Larry has written for national publications, collaborated on bestsellers, and helped architects find the language that brings their work to life. His insights are practical and rooted in experience, and they shine a light on what architects can do right now to communicate more effectively.
Here are the Top 10 Lessons I took away from our conversation.
Lesson 1: Stop reporting the news and start communicating meaning
Architects often treat their newsletters and posts like job site updates: “We poured the foundation” or “The windows arrived this week.” Larry sees this as a major mistake. People aren’t looking for construction status. They want perspective. They want insight. They want a window into how you think.
Your communication becomes more powerful when it stops reciting events and starts revealing ideas.
Lesson 2: Tell stories that reveal who you are
One of Larry’s clients once shared a story from his childhood as an actor. They used it in a newsletter, and it became one of the best-performing pieces he ever published. It had nothing to do with architecture. But it helped people like him, trust him, and connect with him.
Clients hire the architect, not just the architecture. Personal storytelling strengthens that connection.
Lesson 3: Document the journey, not just the finished work
Architects consistently undershare the messy middle of their projects. Yet before-and-after storytelling is one of the most engaging formats available. People want transformation. They want the beginning and the end.
When you only publish finished photography, you’re telling half the story.
Lesson 4: Show how you think, not just what you’ve done
Strong communication makes your mind visible. It reveals how you approach challenges, collaborate with teams, or solve unexpected problems. Over time, people begin to feel like they know you, even before they reach out.
That familiarity builds trust. Trust builds opportunity.
Lesson 5: Conversations create the best content
Larry doesn’t rely on forms or questionnaires. He relies on conversations. He listens, asks about childhood experiences, creative influences, frustrations, and small personal details. Those conversations uncover ideas the architect would never think to mention.
The stories that resonate most often come from the moments we overlook.
Lesson 6: The right words help shape a powerful brand
Brand building is more than aesthetics. It’s alignment. It’s clarity. It’s consistency.
Larry shared a firm that centered their communication around the concept of “joy”. Instead of repeating the word, they demonstrated it in testimonials, images, and tone. The brand became stronger because the message was lived, not declared.
Words help you reveal the brand that already exists within your work.
Lesson 7: Know what makes a project newsworthy
Shelter magazines look for projects that are visually compelling and conceptually interesting. Newspapers look for stories with purpose, meaning, or community impact. Beauty might open one door, but mission and narrative open another.
Understanding the difference helps architects pitch more effectively.
Lesson 8: Keep pitches short, visual, and direct
Editors don’t want completed articles or long introductions. They want clarity, great photography, and a quick path to understanding the idea. A short note, strong images, and a couple of standout details are enough to get attention.
Relationships help. Simplicity seals the deal.
Lesson 9: To work with a copywriter, don’t prepare—just show up
Larry advises architects not to overprepare when approaching a copywriter. The real value comes from conversation, not documentation. You want someone who understands you, listens well, and can help you uncover ideas you didn’t know you had.
Choose the person first. The strategy follows.
Lesson 10: Communication is essential to shaping the future of your practice
Larry ended with a reminder many architects need to hear. We’re all busy. Marketing slides to the bottom of the list. But communication shapes your future pipeline and determines the kind of clients you attract.
When you communicate well, you open the door to better projects, stronger relationships, and more aligned opportunities. You create the environment where you can choose the work you want to do.
That’s the foundation of a better business.
If you’d like to hear the full conversation and learn directly from Larry Lindner, you can listen to the episode at: https://entrearchitect.com/636
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