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This past weekend, I went to the local car rental place to pick up a car for my week-long business trip. I was going to be driving for 8 hours away, so I’d requested something a little more comfortable than usual. When I got there, they pointed at a bright yellow hot rod. It looked pretty sweet […]

I’m sure we’ve talked about this before, but it bears repeating… Before you start writing any of your marketing messages, you have GOT to get into the mindset of your prospect. Bow your head and weep for that poor, helpless soul. Schlepping through life without your product or service to light his way… Think about […]

A few weeks ago, an email subscriber asked a great question. It was about whether direct mail is a good option for connecting with architects. My answer started with the ever-frustrating, “It depends…” But I didn’t leave him hanging. And today I’ll expand on the most important part of my answer, so you can benefit […]

Early in our relationship, my wife knew I was a bit different. And it’s important you know a bit more about how an architect thinks. Even if you’re not married to one, you’re trying to court them into specifying your product. Or use your services. So here’s another little story to give you some insight into […]

Today, let’s talk about one of the bigger challenges you might face in the messages you put out there in your marketing to architects… Or any of your communications… Writing simply Recently, when I was helping a client improve some content on their website, we ran into a tough one. The article was very technical […]