Storytelling In Marketing For Architects With Patience Jones For Architects

Storytelling In Marketing For Architects With Patience Jones

You Don’t Need Them To Like You, You Just Need Them To Listen To You

I think there’s a feeling like, “I need everybody to like me, I need prospects to like me”. 

In reality, that comes later, first you have to get them to care. People only form opinions about things that they care about.

Ask yourself,  “why does somebody care about you, why do they care that you exist”? 

We Are Not Selling Mattresses, We Are Selling A Good Night’s Sleep

The Challenges Of Doing Marketing For Architects

Apply that to any industry, any product, even with architects. There’s a lot of similarities with lawyers. You go to professional school, you have to take exams, you have to be licensed and you have strict professional requirements that you have to abide by.

Customers Probably Don’t Care About What You Care About

People outside of your industry aren’t really familiar with those requirements because why would they be?

Architects have what I call the “Mike Brady Problem” There was a sitcom called The Brady Bunch and Mike Brady he was the architect and all anyone knew about his job was that he had a desk that was higher than everybody else’s and he always had cardboard cylinders that he carried around with him and he always looked like he was did drawings. That’s all anybody knows about architecture. If you say architect, people think, “oh yeah, I know what you do”.

But really no one knows what they do. So when architects are trying to distinguish themselves from other firms or explain to somebody why they need to hire an architect and not do something themselves it’s really important to be able to tell the story of this and what I do as an architect.

This is the education that I have, this is the training I have and these are the problems that I solve.

You don’t even know that these could potentially be problems because I take care of them for you.

Helping to tell that story to people in a way that non-architects understand but at the same time that architects don’t feel like it’s such a basic description that it’s demeaning to them.

Case Study

We worked with an architect who had come from another larger firm he was leaving to start his own practice and he just needed help. He needed a name, he needed a website and he needed the whole bit.

We branded his office which involved the name and the whole branding concept.

We worked on  what his messaging should be and worked with him on his story.

We wanted to help him communicate clearly on what is unique to him, that nobody else has.

That was done through a process of having lots of conversations with him about what he enjoys doing the most and what kind of people he wants to work with.

 When You To Try To Serve Everybody You Really Serve Nobody

I think it’s easy to say, “I want to serve everybody or I want everybody to be my client.

You’re never going to have everybody be your client so pick the kind of thing that makes you happiest. If you could make a wish and you would only ever get x type of clients from now on, let’s go after that type of client. We just need to create stories that talk to them about who you are.

About This Guest

Patience Jones

I’m a Digital B2B Marketer focused on growing my clients’ businesses, solving their marketing and sales problems, and ensuring that their marketing strategy is prepared for what comes next.

In my work at Graphicmachine, I help building materials companies, architecture firms, and construction companies both nationally and around the world break into new markets, hire better employees, and grow their sales through digital marketing and business development solutions.

Our experience allows us to meet our clients where they are at. For example, we’ve worked with rapidly growing companies that used the same old marketing strategy that got them to that point. But they simply didn’t have the infrastructure or institutional knowledge to create a strategy to go alongside their growth and to move beyond it in the future. We create a marketing strategy that is built for today, but with tomorrow in mind. We provide simple, executable strategies for you and your businesses.

I’m proud of the history and relationship of trust with my past clients. I’ve worked diligently to break down complex marketing jargon, insights, and KPIs into digestible information that can actually be taken back and acted upon by company leadership. I help provide an empathy-based marketing strategy — meaning that I don’t slap my client’s company name on a template and keep moving. I build something that is for them, their objectives, and their industry.

Outside of my work, I am an avid traveller and I enjoy photography, vegan cooking, and writing both fiction and non-fiction. I’m interested in connecting with potential clients, professional leaders who need help creating content, and anyone looking for marketing or business development speakers.

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About This Guest

Patience Jones

I’m a Digital B2B Marketer focused on growing my clients’ businesses, solving their marketing and sales problems, and ensuring that their marketing strategy is prepared for what comes next.

In my work at Graphicmachine, I help building materials companies, architecture firms, and construction companies both nationally and around the world break into new markets, hire better employees, and grow their sales through digital marketing and business development solutions.

Our experience allows us to meet our clients where they are at. For example, we’ve worked with rapidly growing companies that used the same old marketing strategy that got them to that point. But they simply didn’t have the infrastructure or institutional knowledge to create a strategy to go alongside their growth and to move beyond it in the future. We create a marketing strategy that is built for today, but with tomorrow in mind. We provide simple, executable strategies for you and your businesses.

I’m proud of the history and relationship of trust with my past clients. I’ve worked diligently to break down complex marketing jargon, insights, and KPIs into digestible information that can actually be taken back and acted upon by company leadership. I help provide an empathy-based marketing strategy — meaning that I don’t slap my client’s company name on a template and keep moving. I build something that is for them, their objectives, and their industry.

Outside of my work, I am an avid traveller and I enjoy photography, vegan cooking, and writing both fiction and non-fiction. I’m interested in connecting with potential clients, professional leaders who need help creating content, and anyone looking for marketing or business development speakers.

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