Read time: 6 minutes
Today, I’ll show you common mistakes to avoid. And how you can keep architects engaged through effective communication.
Do this right, and you’ll increase your chances of:
- Becoming a trusted advisor they rely on for future projects.
- Maintaining consistent & impactful communication.
- Building stronger, long-term relationships.
And best of all, more of your products getting specified in architectural projects.
The problem with most product reps’ approach to communication?
They focus too much on their products and not enough on the architects’ needs. They end up losing their audience’s interest.
Let’s look at how you can do better…
What’s “direct marketing” vs. what I’m doing now?
Direct marketing has been a staple for over a century. But most building product reps & marketers struggle to use it effectively.
It’s when you send personalized messages through email or mail to build relationships and attract interest. It helps you connect with architects personally. Increasing the chances of them using your products.
As opposed to posting or sending generic “all about me” messages. On that ineffective path, you’re busily sending many emails, posting on social media, and hosting webinars. But, you’re not getting any results.
The key is to avoid the common mistakes. And use direct marketing principles that resonate with architects.
On the flip side, imagine writing an email to your ideal architect that shows how your product can help them with a specific problem. For example, are they working on a LEED project? you could mention which of your products can help them reach their goal.
This shows you understand what they need and can be helpful to them.
The Path to Success
You might think, “I’ve tried direct marketing before, but it didn’t work.”
The secret (like with anything in life) is recognizing and fixing your mistakes. Focus on targeted, personalized strategies. They can transform your approach and bring real results.
Here are 3 common mistakes to avoid, a few tips for each, and a practice routine to make them a part of your daily workflow.
3 Essential Direct Marketing Tips
Mistake #1: Focusing on product features instead of the architect’s needs
Product reps and marketers often make this big mistake. They talk only about their products instead of what architects really want or need.
This is one I see almost daily in my email inbox.
These “All about me” emails are not about “me,” the email receiver. They are about the email sender, the product rep, or manufacturer.
Outlook usually ushers these unceremoniously into the junk folder. But the ones that make it to my inbox will get moved to my folder of examples. I’ll use them to share breakdowns with you “someday.”
[👉 NOTE: If you’d find breakdowns of good & bad emails helpful, hit reply & let me know.]
Instead, try to understand and address the architect’s needs, problems, and goals. This will make them feel like you care about them.
Focusing only on features can make your message feel like a sales pitch. It should feel like a solution.
Don’t say, “Our product has these features: blah, blah, blah.”
Instead, say, “Your project can benefit from these features. They address XYZ challenges you face.” For instance, most architects face tight budgets. Highlight how your product can cut costs without compromising quality.
This subtle shift in perspective can make a big difference in how the architect receives your message.
Tips:
- Focus on the reader, not the product. Address architects’ pain points and project needs.
- Show how your product benefits their projects, not just its features.
- Avoid turning conversations into sales pitches.
Practice Routine (Monday/Tuesday):
- Message Refinement (20 mins): Review the last email you sent to an architect. Identify any sentences that are product-focused and rewrite them to be architect-focused.
- Content Adjustment (20 mins): Rewrite or adjust future messages to better address architects’ pain points and project needs. Save it as a template for future messages and conversations.
- Feedback Review (20 mins): Ask for feedback from colleagues or mentors on improving your customer-centric messaging.
💡 Here’s a Copywriting Cheatsheet for Building Product Reps I shared on LinkedIn a while back.
- Download it
- Print it
- Post it next to your computer
💡 More specifically, here’s another post I did last year. It expands on Tip #10 from that cheat sheet. Plus, it has a cool exercise & tool to get better at it.
Mistake #2: Posting irrelevant content on social media
Posting irrelevant content on social media is another pitfall.
If your content doesn’t resonate with architects, it won’t engage them. Random or overly sales-focused posts can drive away your audience. This makes it harder to build meaningful connections.
Too many “inspirational” posts can be a pitfall as well. They can generate a lot of likes and shares, but those are really just vanity metrics that make you feel good. (I’m guilty of liking those too.)
Take a look at your post’s engagement. If it’s mostly from your co-workers or other reps versus your ideal architects, try switching it up with some posts that generate value for the architects.
Here’s some advice I gave to one subscriber a while back on their LinkedIn content:
Valuable content can be industry insights, case studies, and best practices. Address your ideal architect’s common challenges. Sharing valuable content positions you as a knowledgeable resource and a trusted advisor. This makes architects more likely to see you as a resource. (And consider your products for their projects.)
Share a case study that demonstrates how your product solved a problem in a similar project. Include metrics and results to make your point more compelling. For example, “In a recent project, our eco-friendly materials cut construction costs by 15%. They also helped improve energy efficiency by 20%.”
Tips:
- Focus your initial efforts on LinkedIn or Instagram. That’s where you’ll most likely find your ideal architect.
- Share high-quality images and videos of your products in action.
- Or, if done right, share “lower quality” stuff from your smartphone. This could be the spur-of-the-moment stuff you wanted to share. [I’ve seen some great examples of this on LinkedIn.]
- Engage with architects by liking, commenting, and sharing insights on their posts. [TIP: Do NOT use the AI-generated comments. I know it’s tempting. But those comments are so obvious and take away what you’re trying to build.]
- When the time feels right, try to shift any social media conversations you generate to DMs and then to email.
Practice Routine (Wednesday/Thursday):
- Content Creation (30-45 mins): Create a post for LinkedIn or Instagram showcasing a successful case study.
- Interaction (15 mins): Engage with architect posts by liking, commenting, and sharing insightful thoughts. Follow relevant hashtags and join discussions.
- Performance Review (15 mins): Review your posts’ engagement. Note what content types get the most engagement from your ideal architects. [Double down on those.]
Mistake #3: Neglecting follow-up
Checking in with architects regularly helps them remember you. It also opens the door to addressing any of their questions or concerns about your products.
It shows you’re dedicated and dependable. This can lead to a strong, lasting bond with the architect. After a meeting or presentation, send a follow-up email. It should summarize the key points discussed and the next steps. Then, check in periodically with relevant updates.
For example, “Hi [Architect]. It was great chatting with you on [date]. I just saw the attached info that could help your project.”
I’ve harped on this one before, and I’ll continue to harp on about it in the future.
Bad or non-existent follow-up is a huge mistake that’s costing you. You captured my interest. But, without follow-up, it can fade. I’ll get busy with the 1,532 other things needing my attention. And your initial win of connecting with me could go to waste.
Follow-up shows persistence and genuine interest in your ideal architect’s needs.
Tips:
- After the first contact, follow up with periodic phone calls or emails. This helps you stay engaged.
- Be persistent but respectful. Make sure you’re providing value each time.
- Schedule follow-ups to stay organized & consistent.
Practice Routine (Friday):
- Follow-Up Execution (20 mins): Send follow-up emails or make follow-up calls to prospects you’ve met. Make sure each follow-up provides more value.
- Review and Organize (20 mins): Review your follow-up schedule. Organize your next steps in your CRM. Track interactions and outcomes.
- Weekly Review (10 mins): Assess your week’s activities. Identify what worked well and areas for improvement.
TL;DR: Key Takeaways
Remember these key points:
- Focus on the Reader: Address architects’ needs and pain points.
- Use Social Media: Share engaging content and interact with architects.
- Follow Up Consistently: Keep them engaged with consistent, respectful follow-ups.
Start using these tips and routines today. They’ll help you build stronger connections with architects and win more projects.
That’s all for today!
Cheers to building more than just buildings, and see you next week.
=======
If you’re new here, subscribe here so you don’t miss the next lesson.
=======