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Two days ago, I ​posted on LinkedIn​ about the 5 stages an architect goes through on their specification journey.

Here’s a quick summary of the stages:

1) Unaware: The architect doesn’t know there’s a problem. 2) Problem Aware: They know there’s a problem but not a solution. 3) Solution Aware: They know there’s a solution. But they don’t know about yours. 4) Product Aware: They know about your solution but still have doubts or questions. 5) Most Aware: They know your product well and are ready to specify but haven’t gotten around to it.

Today, you’ll learn advanced marketing tactics inspired by the late great Eugene Schwartz.

They’ll help you reach your ideal architect clients in the Unaware stage and move them to Problem Aware.

These strategies will help you:

• Trigger curiosity about problems they don’t yet recognize.
• Shift their mindset, even if they think standard solutions are enough.
• Position your product as essential, so when they’re ready to act, you’re the first they turn to.

And the best part? You’ll guide them, letting them feel like they found the problem by themselves.

Most building product reps’ strategies skip this stage. They assume all architects know about the problem they solve.

But after today’s newsletter, you’ll be ahead of the pack. Let’s go!

3 Breakthrough Strategies to Engage “Unaware” Architects (and Move Them to “Problem Aware”)

Back in April, I joined a multi-day online boot camp co-hosted by one of my mentors, Brian Kurtz.

The boot camp broke down the big lessons from a classic marketing book. Eugene Schwartz’s Breakthrough Advertising. It’s an expensive book but full of timeless lessons we can all use. (I highly recommend it.)

Anyway! These are lessons I took away from the boot camp and converted into something you can use for your building products…

What’s in the Unaware architect’s head right now?

One of the first things you should do is brainstorm at least one or two questions your ideal architect is silently asking at each awareness level (as it relates to the problem your product or offer solves).

Here are some example questions a young architect could ask in the Unaware stage:

“Are there solutions for flexible power and data access for collaborative workspaces?”

• The young architect is focused on where wall outlets should go without considering how that can make it hard to work in a flexible space. An in-floor system provides more flexibility but isn’t on their radar.

“Is there a way to improve indoor comfort without changing the building’s mechanical systems?”

• They’re unaware that facade choices, like rainscreen systems, can significantly impact thermal performance and occupant comfort.

1: Lead with desire, not information

Schwartz taught that desire already exists; you don’t create it, you channel it.

Instead of pushing technical data, tap into the architect’s existing motivations. They want innovative solutions and recognition. Share case studies about architects who improved projects by using nonstandard materials.

You’re not selling a solution. You’re showing them a goal they already have: achieving higher-quality results.

Don’t overload them with technical specs or features. At this stage, facts won’t move them. They want to stand out and solve deeper problems will.

Focus your content on their aspirations. This helps them see a problem that’s been holding them back—without saying it directly.

2: Use gradual revelation, not immediate education

Schwartz believed in gradually revealing the problem to the prospect. You don’t shock them with a solution; instead, you let them discover it piece by piece.

Introduce doubt about current methods:

Ask questions that make the architect think critically. Focus on the downsides of their current materials and methods. Point out potential risks they may not have considered.

Create doubt without overtly criticizing.

Create mini-lessons or quizzes for your ideal architects:

Test their knowledge of cutting-edge building materials. As they engage, they’ll realize gaps in their knowledge. This will bring them closer to awareness of the problem. The more interactive and self-guided your content, the more they’ll see their limitations.

As they uncover these gaps, curiosity takes over, and they’ll search for more information.

Don’t force-feed the problem or solution. If they don’t discover it themselves, they won’t feel the urgency to act.

3: Tap into the “other architects are doing this” principle

Schwartz taught the power of social proof and the fear of being left behind.

Show architects that others are solving problems they haven’t even recognized yet.

• Share examples of innovative projects where architects used advanced materials to cut costs, boost sustainability, or improve functionality.
• Highlight how it transformed their projects and how the standard approach would have failed.

Don’t simply list your product’s features. Frame it as a movement within the industry. “Innovative architects are gaining the upper hand, and others risk getting left behind.”

Architects will feel a sense of urgency to solve problems and stay ahead of their peers. This creates an emotional driver to look for your solution when they realize they need it.

For your Content Calendar:

Here are a few content ideas to add to your mix to engage & educate Unaware architects:

1) Introduce common challenges architects face when selecting building materials.

2) An infographic showing the importance of quality materials in construction projects.

3) Highlight the importance of choosing the right products for durability & aesthetics.

4) A short video demonstrating the impact of substandard materials on a building’s durability & safety.

5) Share interesting facts & stats about a building material’s impact on energy efficiency & sustainability.

6) Listicle of common construction mistakes due to a lack of awareness about building materials.

The key to moving architects from Unaware to Problem Aware isn’t hard facts or quick fixes.

• Tap into their desires.
• Guide them to self-discovery.
• Frame your message as part of a larger industry movement.

Let them find the problem—and your solution—at their own pace. They’ll be ready to act when the time is right.

Here’s a good question to get you thinking:

“What’s the one piece of content that would have been gold for you when you were in the Unaware stage of your OWN journey into your product category?”

That’s it for today! Next week, we’ll look at the next stage of awareness: Problem Aware.

Cheers to building more than just buildings, and see you next week.

P.S. Want to really get inside an architect’s head?

When you’re ready, here are 2 ways you can work with me:

• Product reps: If you’re serious about getting better at connecting with architects — Book a 1-on-1 call with me.
• Business owners or Sales Team Leaders: Book an Architect Connections Training Call for you and your team. Or, hit me up if you’d like to ask about in-person training for your next sales meeting.

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