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 how us architects think...
It was a dark and stormy night...
One night about 18 years ago, my wife and I were out on one of our rare date nights. After dinner, it was raining so we ended up at Barnes and Noble. (Yep – you’re right - I DO know how to show a girl a good time…)
As we walked in, she heads over to look at the bargain books, and I head into the magazine racks. After 10 minutes or so, she walks over to join me.
At 6'-3", I'm a pretty tall fella', so all she can see as she approaches is my head and shoulders above the magazine shelves.
I can only imagine the look on my face - as she saw it. My eyes looking down at something - glazed over in a look of utter desire and wanting… slack-jawed and drooling...
And the thoughts running through her head:
“Is that drool on his chin?”
“OMG! He’s standing in that aisle we keep the kids out of because of all those half-nek’d people on the magazine covers!"
"Is he looking at one of those magazines?!?"
I looked up and smiled quizzically at the look on her face. She looked incredulous; maybe even a small tinge of hope was there. Thinking maybe - just maybe - I was a normal red-blooded male.
As she quick-marched into the aisle, I saw her face melt into a different look – dejection. And a little sadness for me.
"Nope. He's an architect."
There I was for the entire world to see, in the middle of the bookstore ogling the center spread of… Fine Homebuilding. I waved her over to look at the wide-open spaces and the beautiful wood details of the house-of-the-month.
She nodded sympathetically, patting me on the back with a “That’s really nice dear.”
What's it all mean...?
My wife and I will celebrate our 25th wedding anniversary in a few months. I'm sincerely grateful for her patience, and for sharing my heart with a love of architecture and design.
That's the key to telling you this story. Architects look at the world differently.
Share the love and appreciation they have for beautiful buildings and well-thought-out details. You'll find the way to their hearts and minds. Here's a couple ideas for you:
- Come up with an activity you can invite them to celebrate great architecture in your area...
- During your next presentation, stop on one of your slides and ask what they think of a building detail or other feature you think looks pretty interesting...
I'm sure you can brainstorm some other cool ideas. But if you want to rent my brain to help you out, let me know.
One more thing...
And finally, with the big holiday next week, I also want to say I'm thankful to you for reading these tips I put together.
My goal and mission are to help you get better and better at marketing to architects. And I hope these stories, intermingled with the more actionable tips you read on other days, are helping you get there.
Hit reply and let me know if these tips are what you're looking for. Or if there are other topics you'd like my take on, let me know.
I'm always open to answering your questions or covering a specific topic.
Make it a great marketing day!