Are older, more experienced architects ignoring you? Are younger architects missing the value you can bring to their projects and their ongoing education?
Let me help you.
I’m Neil Sutton. Great to meet you! I’m the founder of Sutton Copywriting and here’s a quick breakdown of who we are…
Here’s what Sutton Copywriting is all about:
I'm half marketing strategist and half copywriter and half architect. (Yes - I know that's 150% - which should tell you we're not messing around here...) We provide strategies, coaching and copywriting for building product marketers and sales teams.
If you need better ways to connect with architects, I can help you become a welcome guest in their office.
A different point-of-view
When you went to your first architect’s office to give a lunch-and-learn, you imagined it ending better than:
“Thanks for the lunch and CEUs. Now pack up your stuff and get out – we need this room for another meeting in five minutes.”
(More times than not, that seems to be the ending I’ve seen in my 20+ years working as an architect.)
Once you’ve done your presentation, you might get a smattering of polite applause. Then the architects head back to their desks. Forgetting about you and your products by the time they make their next trip to the coffee pot or water cooler.
And you’ve forgotten about them. Right after you load up your car and check your calendar for your next presentation or meeting.
Like Ferris says in the movie, Ferris Bueller’s Day Off:
“Life moves pretty fast. If you don’t stop and look around once in a while, you could miss it.”
The same goes for your marketing and sales strategies.
If you rush through the motions, you will miss a lot of the golden opportunities sitting right in front of you. Sometimes it just takes a different point-of-view to help you see them.
“Neil is like a customer in our pocket… consistently bringing fresh thoughts and ideas to the table.”
- Ashley Harmon, Associate Brand Manager, STANLEY Access Technologies
“Yeah, but HOW is your point-of-view different?”
After six years and tens of thousands of dollars’ worth of studying, training, and coaching, I’m more direct response marketer and copywriter than an architect.
I wake up in the wee morning hours writing copy and content for my clients. I spend my hour-long commutes to and from work listening to marketing podcasts and training. Thinking of ways to help you cut the fat out of your marketing efforts and get ahead in your market.
While working as an architect, my eyes and ears are picking up how my fellow architects and I react to the product marketing we get hit with all day long.
My mission is simple: To help as many companies like yours as possible get better and better at connecting with and educating architects.
Unlike other marketing agencies and copywriters, I’m on the inside looking out. I am a registered, practicing architect. And I can help you find and capture moments and opportunities to connect with architects, others never think of or even know exist. These are the strategies that will help you create relationships that last for years to come.
As marketing legend, Dan Kennedy says, I'm here to “Help you go from an annoying pest to a welcome guest.”
One of the top questions I get is why an architect like me would want to help building product marketers and salespeople like you. And, to be honest, it didn’t start that way.
When I started learning marketing and copywriting in 2011, it was purely selfish. I was looking at starting my own firm and fell in love with the marketing part of a business. So, I started looking for ways to help other architecture firms to improve their marketing and messages. And I did help a couple firms along the way.
But the turn came in 2014. I was looking to write a guide to help young architects succeed in the business. So I surveyed young architects to see where they needed the most help. I saw a lot of responses indicating a negative feeling toward the sales reps for building products. “…less than trustworthy…”, “…give off a stereotypical used-car salesman vibe…”, and so on. NOT GOOD!
That’s when I knew where I could bring the most value. I saw the gap forming between young architects and the broad base of knowledge that building product companies can provide.
You see, when an architect leaves school to start a career, there’s still a lot they need to learn about the technical aspects of our industry. I was fortunate -- in my early days as an architect -- to be in a position to learn a TON from contractors and product reps. I was assigned as the main day-to-day contact during the construction of a $70M hospital across the street from our office.
My first reaction was to reject learning from the builders and product reps. But I also had great mentors in the firm, and they guided me to learn everything I could from these key members of our industry. So I did. And grew to respect that irreplaceable knowledge and experience from my early days.
I am here to help every building product company with a great product become outstanding in their approach to architects. With better strategies and through better messaging. And more accessible educational opportunities.
Why? To help them grow their businesses while helping our industry grow even better, more well-rounded architects.
Sound like what you're looking for?
“Neil is so much more than a writer. As an architect, he’s a specialist in the field and takes clients through a process far beyond writing copy.”
- Christi Cardenas, Owner, The Plains Agency (representative for Archovations, Inc.)
So, how are we going to do that together?
With the right “before-during-after” systems in place, you'll make every meeting more meaningful. Cutting the fat out of your marketing. Reducing the amount of time wasted with bad communications. And making every “touch” and every contact count.
And, with the right words and messages, you’ll position yourself and your product as the best solution to architects' biggest pain points. Focusing your marketing and website on educating architects. Becoming their go-to resource for your product and service categories.
Here are a few ways you can get started today:
- One-on-One Consulting: Each month, I take on four to six private consulting clients. These clients choose between one, four, or eight sessions. Each session is an hour long and will focus on whatever you need. Email me at [email protected] and we can discuss what works best for you.
- On-site team training: This is great for companies with a sales team and/or product reps.
- Done-for-you Copywriting: For that copy or content on your website or in your marketing materials that HAS to get done right now.
If you’re ready to make that next meeting or call with an architect really count, reach out and we'll set up a meeting or phone call.
I look forward to working with you,
Email: [email protected]ing.com