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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 […]

Yesterday, I was reading about how — and why — to get great testimonials from your customers and clients. (Sean D’Souza at Psychotactics has a lot of great marketing information and ideas out there. You should check them out sometime.) Anyway, it got me thinking about what I see a lot of building industry companies doing […]

Last week, I was passing a semi on the highway. As I passed the long trailer, I looked up and saw the giant, angry face of Bigfoot plastered across the side (I think it was a truck full of beef jerky…). Anyway, besides making me hungry for salted meat, it also got me thinking about […]

If you’re a building product manufacturer or supplier, here’s a quick, off-the-cuff tip I just thought of for you… This morning, minding my own business, I overheard another architect in the office. He was commenting on a casework supplier he’d never heard of getting on his current project that’s under construction. “I’m going to check […]