Read time: 4 minutes
=======
Psst! If you’re new here, subscribe here so you don’t miss the next lesson.
=======
Pretty much every architect has been burned by products that overpromise and underdeliver.
But the best architects… the ones who demand excellence… ask one crucial question before specifying anything:
“Why should I trust this?”
The answer is in mastering the art of “Reason Why” advertising. It’s sold everything from toothpaste to skyscrapers. John E. Kennedy introduced this idea over 120 years ago, and it’s still just as important today.
To win an architect’s trust, you’ve got to answer three essential “why” questions:
- Why is your product so good? [Compelling reason(s) why your product is better than other solutions architects might choose, including doing nothing.]
- Why is your offer a great deal? [Compelling reason(s) to believe that what you say is true.]
- Why should they act now? [Compelling reason(s) to seize the opportunity today.]
Here’s how you can apply these principles with precision:
1. Why Your Product Is So Good
Architects demand proof…
Facts…
Logic.
But what really wins us over is layered proof that builds our confidence:
a) Certified performance. Architects trust certifications and third-party validation. They remove bias and provide verifiable proof of quality.
“Our panels meet ASTM E84 fire resistance standards, tested by independent labs.”
b) Unrivaled durability. Real-world results show reliability under extreme conditions. It’s a must-have for high-stakes projects.
“Over 10,000 buildings protected through hurricanes without a single failure.”
c) Proven innovation. Link your product to respected industries, like aerospace. This elevates its perceived value and reliability.
“Made with aluminum alloy 6061, trusted in aerospace for its corrosion resistance.”
d) Sustainability they can see. Sustainability is a growing priority for architects and their clients. Aligning with their values builds trust and relevance.
“80% recycled insulation. It helps earn LEED credits and preserves your design.”
e) Beauty that endures. Architects value aesthetics as much as performance. Highlighting longevity reassures them of the design’s lasting appeal.
“Our UV-resistant coating protects your project’s elegance for over 15 years.”
f) In a client’s words. “As one architect put it, ‘This product didn’t just meet the standards… It raised them. It’s a rare find in this industry.’”
2. Why Your Offer Is Such a Good Deal
Even when a product is perfect, architects need to justify its value. Here’s how to make your offer a no-brainer:
a) Think beyond cost. Showing long-term savings justifies your product’s higher cost for budget-conscious projects.
“Spend 10% more upfront, save 25% on energy over five years. That’s ROI that sells itself.”
b) Guide their journey. Comprehensive resources simplify tough decisions. They position you as a partner, not just a vendor.
Create “salesmanship in print” with guides and brochures. Show why your product shines at every step, from specs to installation.
c) Educate, don’t sell. Educational events create goodwill, elevate credibility, and position you as an expert.
Host lunch-and-learns or webinars that count for CEUs. For example, “How Building Envelopes Impact Thermal Performance.” Architects will trust you as a problem-solver, not a pushy vendor.
3. Why They Should Act Now
Without urgency, even the best product gets forgotten. Inspire architects to act with a clear, compelling reason:
a) Time-sensitive spec support. This offers immediate value tied to their current projects and eases a pain point. Helping the architect confidently meet pressing deadlines.
“Product specification can be complex. For the next 60 days, we’re offering free spec consultations to streamline your process. Our team will work with you. We’ll ensure our product fits your design and meets your client’s performance requirements.”
b) Limited-time design collaboration. Architects need to impress their clients. Tools like renderings help them do this. Adding a deadline creates an urgency to act now.
“For architects specifying our shading systems this quarter, we’re providing complimentary photorealistic renderings. Use these stunning 3D visuals in your client presentations. They show how your design reduces heat gain while enhancing aesthetics. Grab this chance to give your proposals a competitive edge.”
c) Early access to new or enhanced features. Architects love being ahead of the curve. Offering exclusivity reinforces their role as industry leaders and innovators.
“This quarter only, we’re offering early access to our upgraded [Product Feature]. It exceeds the latest [code/sustainability requirement].” Be the first to specify it and set a new benchmark for performance and design in [application].”
Next Steps
Architects rely on reps who simplify decisions, deliver results, and make their lives easier.
Using these strategies, you can position yourself as their trusted advisor and make sure your product always becomes their first choice.
Here’s a routine you can use to practice your Reason Why approach:
Goal: Consistently improve marketing messages to attract and engage architects using the “3 Reasons Why.”
1. Understand Your Audience
[Hopefully, based on my past newsletters, you’re already doing this, but just in case…]
- Daily: Spend 15 minutes researching architect challenges on forums, blogs, or LinkedIn.
- Weekly: Interview one architect or review feedback to uncover pain points and decision-making criteria.
- Build a profile: Document common needs like certifications, sustainability, aesthetics, and project timelines.
2. Master the “Reasons Why” Framework
- Daily prompt: Write one short marketing message based on one “Reason Why” (Why It’s Good, Why It’s a Deal, Why Act Now).
- Examples:
- Write a case study for “Why It’s Good.”
- Compare costs vs. long-term value for “Why It’s a Deal.”
- Come up with a time-sensitive offer for “Why Act Now.”
- Review weekly: Refine for clarity, relevance, and proof. Share with a peer or architect for feedback.
3. Strengthen Storytelling and Proof
- Collect stories: List real-world examples of your product solving problems.
- Draft weekly: Turn these into short, engaging stories focusing on challenges, solutions, and results.
- Back with proof: Add certifications, stats, or quotes to reinforce trust.
4. Create Urgency
- Brainstorm weekly: Develop limited-time offers tied to specs (e.g., free consultations, early access to features).
- Role-play: Write short emails promoting urgency, using phrases like “Grab your chance…” or “Only available this quarter.”
5. Reflect and Improve
- Monthly review: Analyze what messages worked or fell flat.
- Adjust focus: Strengthen areas like storytelling, CTAs, or proof based on results.
Tools to help
- Note-taking Apps: Track ideas, architect profiles, and feedback. [I like Notion, but use something you’ll actually use every day.]
- Grammarly/Hemingway: Polish your writing.
- LinkedIn: Research trends and architect concerns.
BONUS for reading this far: Send me a note and share your toughest “Reason Why” challenge. I’ll send you an idea or two within 24 hours.
That’s it for this week!
Cheers to building more than just buildings, and see you next week,
Neil Sutton
Architect | Speaker | Coach to Architectural Product Reps
=======
P.S. PRODUCT REPS: Do you really want to get inside an architect’s head? Book a 1-on-1 Zoom meeting with me. Or simply reach out , and we can chat about how I can help.
=======
If you’re new here, subscribe here so you don’t miss the next lesson.
=======