“There’s no WAY I’m going to tell my wife about this!” I thought to myself.
I’d hoped I found the solution to our dog situation… but this wasn’t it…
This article offers you another glimpse into an architect’s mindset. And possibly an idea or two of how you can break into that mindset to help him see your product as the best solution to his problems.
But first, here’s a recent personal example of how bad writing and my own ego killed a marketer’s chances…
A little over a year ago, we took in a German Shepherd who’d been found wandering the streets of a nearby town.
We’d just had to say goodbye to the best dog you could ever ask for. And we thought this was the world providing a new best friend to fill our hearts.
But — he’s been a handful.
- We can’t let him and the cats be on the same level of our house. So we have a gate permanently installed at the bottom of the stairs to keep them separated.
- He barks like his hair is on fire whenever he sees anyone (or anything) walking outside.
- And a litany of other less-than-desirable habits we wish he didn’t have.
We’ve tried several trainers but nothing ever seems to take. But we love him and want to make it work.
So, I saw an ad for a trainer who offered an email dog training course to help you “get a new dog” in 24 days.
I was skeptical but figured I’d check it out.
If it had any value, I’d print the emails out and share them with my wife. So we could try out some of the tips.
But, when the first email arrived, I knew I couldn’t show my wife.
The grammar was bad and the English was so broken, I knew that — no matter how valuable the lessons — it would make me look silly for bringing it to her.
So I ditched the idea. I never read any of the other 23 lessons.
The words you choose matter…
See, even though there may have been a solution in those emails, I had to go and think about myself. And how it would make me look if I took it to my wife.
And that’s exactly how an architect thinks if he comes across your building product’s marketing communications. Especially a younger architect.
Even if it “looks cool” or sounds like it might solve a problem he’s having, if the words aren’t right, he’ll toss it aside.
Why? Because it might make him look silly. Either to his client, his boss, or his colleagues.
I’m not suggesting you would send out emails with bad grammar.
But your messaging might not be written to “meet him where he’s at right now.”
What’s his level of awareness of your company or product? Is your message guiding him to the next logical step in his decision-making process?
How about we look at a scenario that likely plays out every day in architecture offices across the world…
Let’s say a young architect gets an email from you about your product.
The planets have aligned, your moon is in Capricorn, and your message strikes a chord with him.
“Hot diggity dog! This is exactly what we need on our project!” he thinks.
He clicks the button to forward the email onto his project manager to share the great idea. But then he gets to thinking…
“Hmmm… Why haven’t we heard of this product before? This email doesn’t really do a good job of explaining how it works… What if it’s a piece of crap and I get blamed for coming up with the idea…”
So, the young architect heads to your website to do some research and find more backup.
But all he finds is a confusing array of products and no clear path to get to get what he REALLY needs: Something he can use to help him (i.e. help YOU) sell the benefits of your product to his superior.
And without that, he’s going to do the same thing I did with those dog training emails.
He’ll toss the idea over his shoulder and move on. He’ll delete your email he was just about to forward to his project manager. And he’ll keep searching for a solution.
That’s not what you want.
You need to give him the tools to help him look good.
Yes, you need to think about your mission.
But to truly make an impact, you need to think about the architect’s mission. Step into his world to see how you can help him achieve his goals.
You don’t want to see any of your marketing communications as “transactional.”
One and done — Hoping your email is that one thing he needs to convince him to specify your product.
That’s not going to happen like that.
You need to see how every piece of your communication strategy weaves together. Supports each other. Builds on top of each other.
How can you create a vision of the value your product can bring to him?
So he can see that vision, then use it as part of his own vision and mission?
It’s in the case studies and success stories you share.
Don’t get me wrong. Pictures and images are great to capture and architect’s attention and imagination.
But it’s the words you use, and the tools you provide that will paint the true vision that will help him confidently push your products forward.
Your Year-End Action Item:
So, wherever you are in your marketing year right now, take a step back and look at your overall marketing communication strategy.
As a whole.
- Do your messages all play well together?
- Can you see how an architect will progress through your messages?
- Are your messages helping him see how your product fits within his mission and vision?
- Are there easily accessible tools available along the way to help him sell your product’s value to others?
And if you need help mapping out an architect’s journey — you know where to find me.
Remember, marketing to architects should be easy. And it’s my mission to help you get good at it.
If you know anyone else who could use this kind of helpful advice, please tell a friend about this blog. You’ll help me spread these messages and, at the same time, help a friend get the answers they might be looking for.
Until next time…
Make it a great marketing day!