Read time: 5 minutes
Today, I’ll give you a step-by-step process you can use to research your Optimal Architect Avatar (OAA).
In case you missed it, review last week’s email (here), where we discussed why it’s so important to identify your OAA.
Knowing that, let’s focus on how to use research to get a clearer picture of who your OAA is.
“Research?!? That sounds boring & tedious, like school or something…”
Yeah, I hear you!
But with 10+ years as a copywriter, I’ve come to love and appreciate the importance and overwhelming value of research done right.
There’s no substitute.
If you want to improve your ability to identify & connect with your ideal architects, research and iterating your approach are how you’ll get there faster.
So, to make it as painless as possible, by the end of this email, you’ll have a clear, step-by-step plan for consistently researching and engaging your ideal clients, turning potential opportunities into long-term partnerships.
[And if you’re still not up for the research phase, I know an architect/ copywriter/ advisor who can help with that. 😉]
That time I skipped this crucial step…
Nine years ago, I gave a presentation to 75 hospital leaders to share our firm’s new service.
The service was a 5-step process to create more user-friendly spaces in their next remodel & improve their patient ratings. I imagined the room jumping up at the end and asking for our free guide.
Instead… crickets.
As it turns out, hospitals have 2 distinct leadership groups:
- Group 1 → CEOs & nursing leaders [who’d love my topic]
- Group 2 → facility managers & engineers [who couldn’t care less about my topic]
Guess who was in THAT room?
Yep! Group 2. Facility managers & engineers. Nobody explained who we were presenting to… And I didn’t ask. I assumed.
So, I gave the RIGHT message to the WRONG crowd. 👎
They were polite & thanked me for a nice presentation.
But it ended there.
Takeaway: Confirm who your audience is and do deeper research to understand their specific fears, frustrations, goals & aspirations (FFGAs).
Asking the right questions
Don’t take this step lightly.
You HAVE to know who you’re talking to to meet your OAAs where they are. Get a clear picture of what keeps them up at night. What are their true wants and needs? What gap is no one else in the industry filling?
Get out there & research the bejeezus out of that OAA. Talk to them. Survey them.
In my story above, I wasted valuable time & overhead $$ on a presentation with no obvious ROI.
Here’s how to avoid my mistake…
Find what your ideal architect looks at every day.
• What’s he reading?
• Which designs inspire them?
• Does she have a career goal?
• Is he techie & detail-oriented?
• Or more of a free-thinking designer?
You might be asking, “Can I focus on several types of architects?”
That depends on your product. Answering the above questions can help you focus on the right one to start with. Once you nail that one, you can expand to other OAAs.
But make it easy on yourself by focusing on just one to start.
Getting the answers…
“That’s nice, Neil. But how do I get architects to spill those beans?”
One way is doing “recon.”
Keep your eyes & ears open when you’re around architects. At tradeshows or in their office for a Lunch & Learn, when they don’t know you’re listening…
Listen.
At Lunch & Learns, it’s usually as they’re getting settled, waiting for you to start the show.
This small talk usually isn’t about work. It’s about “real life.” This is their rare chance to chit-chat about non-work stuff. And it’s your chance to gather valuable intel.
…Maybe even join in to keep it going.
[BONUS TIP: Look for magazines or books lying around… There are clues everywhere.]
👉 What’s next?
Always be looking for creative ways to gather info. [You’ll never have too much.]
The more precise the picture you form in your head, the better your marketing messages will be.
As I’ve evolved through my career, I’ve learned to see the world through several different lenses. I’m sure you have, too.
When I learned architecture, I learned to see buildings, drawings, and plans differently.
After I learned marketing & copywriting, I saw ads, books & any writing in a different light.
As soon as I decided to help building product manufacturers and sales reps get better at connecting with architects… I started seeing and hearing things a LOT differently.
[I became kinda’ like a spy…]
Those improved observational skills come from having a clearer picture of WHAT you’re trying to find and WHY you need to find it.
So, as you build out your OAA, I hope you’ll see and hear every interaction through these new lenses.
“How about a step-by-step outline of how to do this?”
Yeah… I thought you might ask for that.
So, to help you improve your OAA research skills, here’s a structured 30-day plan with daily activities, tips, and advice.
Of course, things never go as planned, so be flexible. Give yourself the freedom to expand this plan to fit within your schedule.
[Reminder: OAA = Optimal Architect Avatar; FFGA = Fears, Frustrations, Goals & Aspirations]
Week 1: Foundation & Research
Day 1: Set clear objectives
• Define what you specifically want to learn about your OAA.
• Outline your goals for the next 30 days.
Day 2: Start attending architectural events (online & offline)
• Identify & register for upcoming events relevant to your ideal architect client.
Day 3: Social media deep dive
• Select 5 architects or firms to follow. Observe their posts, interests, and engagements.
🔥 HOT TIP: Pick architects that are actively posting on social media.
Day 4: Conduct market analysis
• Research current trends in architecture.
• Focus on new materials, design trends, code implications, or sustainability practices related to your product category.
Day 5: Prepare interview questions
• Draft a list of questions to help you understand your OAA’s FFGAs.
Day 6: Join online architectural forums
• Find and join relevant groups on platforms like LinkedIn or specialized architectural forums.
Day 7: Reflect & adjust
• Reflect on your observations and interactions. Adjust your strategy as needed.
Week 2: Engagement and Data Collection
Day 8-9: Attend more architectural events
• Actively participate, take notes, and network with attendees.
Day 10: Initiate conversations in online forums
• Start discussions or contribute valuable insights to existing threads.
Day 11: Schedule interviews
• Reach out to architects you’ve identified for interviews.
Day 12: Analyze social media engagement
• Review interactions on architects’ posts for deeper insights.
Day 13: Conduct first set of interviews
• Use your prepared questions to get direct feedback.
Day 14: Survey Distribution
• Develop & distribute a survey to a broader list of your OAAs via email or social media.
Week 3: Analysis and Synthesis
Day 15-16: Review Survey Results
• Analyze responses to understand broader trends and needs.
Day 17: More Interviews
• Continue conducting interviews, refining your questions based on earlier insights.
Day 18: Participate in More Events
• Attend additional events, focusing on specific interests or challenges you’ve identified.
Day 19: Document Everything
• Organize your notes, survey results, and interview insights.
Day 20-21: Initial Synthesis
• Start identifying patterns, preferences, and common challenges among your target architects.
Week 4: Strategy Development and Implementation
Day 22: Define Your OAA
• Based on your research, clearly define the characteristics of your OAA.
Day 23: Tailor Your Approach
• Develop a strategy for how to tailor your communications and product presentations based on your findings.
Day 24-25: Test Your Findings
• Apply your tailored approach in initial communications with potential architect clients.
Day 26: Evaluate and Adjust
• Assess the response to your tailored approach and adjust as necessary.
Day 27-28: Plan for Ongoing Engagement
• Outline a strategy for continuous learning and engagement with prospects who fit your OAA.
Day 29: Reflect on the Process
• Review your progress, what worked well, and what could be improved.
Day 30: Set Next Steps
• Plan your next steps based on your 30-day journey. Consider setting up regular check-ins with yourself to revisit your goals and strategies.
Extra Tips and Advice:
- Stay Organized: Use tools like Notion, Trello, or Asana to track your tasks, notes, and deadlines.
- Be Curious: Always ask questions and show genuine interest in the architects’ work.
- Be Consistent: Daily small steps lead to big results. Consistency in engagement and research is key.
- Reflect Regularly: Set aside time each week to reflect on what you’ve learned and how it impacts your strategy.
- Adapt and Evolve: Be ready to pivot your strategies based on the feedback and data you collect.
Next week, you’ll learn how to put yourself in their shoes to get an even deeper understanding. Then you’ll be ready to start developing your effective marketing messages.
If you need help putting together a strategy or doing this research, I’d love to help. Contact me, and I’ll send you more information.
That’s all for this week.
See you next Monday.