It’s safe to say if a healthy, fully functioning referral strategy has six layers, there’s a good chance you’re missing one or two of them (or maybe more). When I say a healthy and fully functioning referral strategy, I mean that you’re producing the desired results of referrals received that isn’t left to chance and […]
What Is Your Favorite “F” Word
Yes, you read that correctly. As a Sandler Trainer, my favorite F word is FUDWACA. Yes, FUDWACA, but more on that later. We have all heard the term 30-second commercial or elevator pitch. We all most likely have a few different versions, depending on our audience. The 30-second commercial is not a new technique. It has been […]
Who’s Referring You and Why It Matters
Paying attention to where your business – or clients – come from helps you make decisions on where you should be spending your time and resources. When your client is still a prospect, do they find you through networking, advertising, speaking engagements, direct mail, or being referred to you?
The Real Definition of a Referral
Most of us think we know what a referral is since referrals have been around forever as the holy grail of how to grow your business in the easiest way possible. But most don’t understand what makes a referral a referral which leads to lower closing ratios, mislabeled leads, and incorrect assumptions about how your […]
Storytelling – Your Defining Moment
Story Origins In the first two articles of this series, Architects as Storytellers and Architects’ Claim to Storyteller Status, we looked at the “Story Origins” of Architecture. We saw that the sculpted frieze of ancient Greek temples was used as a narrative device to honor a god or goddess. It told a story. We claimed […]
Three Steps for Marketing Your Architecture Firm
At Archmark Architect Branding & Marketing, we’ve seen architecture firms struggle to implement effective marketing strategies that help them get in front of better prospects so they can win better projects. Historically, architecture firm marketing has relied heavily on word-of-mouth referrals. This passive approach is what we call “Hope Marketing.” Essentially, you’re not marketing at […]
The Problem with ‘Hope Marketing’ and What to Do Instead
Working with many architecture firms over the past several years our agency, Archmark Architect Branding & Marketing, has been approached by many architects who have struggled to establish a consistent, repeatable, and reliable process to attract new clients and projects. The challenge for many firm owners is that they rely too heavily on passive new […]
Make it Your Job
Today I was watching a recent talk by Chris Brogan and among many thought provoking ideas, he proposed one tasty tidbit that stuck in my head. Chris is a successful marketing pro, NY Times bestselling author, magazine contributor, blogger, speaker and mega-nerd (he knows more about comic superheros than anyone… ever). He didn’t just decide […]
My Time Online: Presenting Portfolio, Creating Context and a Top Google Rank
This week, we’ve been exchanging website URLs over at the Entrepreneur Architect Linkedin Group. It is very interesting to learn some background on the people we’re interacting with on that forum. I shared our website URL (which is in the midst of an upgrade from our original site to a new one). Then, I posted […]
Great Architecture Will Not Build a Great Business
1) Design great architecture. 2) Get noticed. 3) Thrive! Isn’t that how it is supposed to work. Well… it doesn’t. The trick is step 2. Getting noticed. How do you get noticed? The answer in a word, is Marketing. Even uber-successful “starchitects” have a marketing team working to get their “great architecture” noticed. Whether you […]
Are You “Locally Famous”?
What are you doing to become “locally famous”? Do you have a facebook account with which you post regularly and interact with your fans? Do you follow Twitter feeds for people who have influence in your local communities… and respond to their tweets? Do you blog… consistently, and have a website which reflects the expectations […]
BUILD LLC… the documentary
Check out the new short film documenting the life and times of the Seattle-based architecture firm, BUILD LLC. It is beautifully done. A film like this can be used for so many purposes. First, it documents a specific time in the life of this specific firm. Andrew, Kevin and their team will have a great […]