If, like many in professional services industries, the majority of your work comes from repeat clients and referrals, your story is the most important business development tool you have. It's also the only thing that can't be stolen.
You and your marketing team can craft the most engaging stories ever heard by man, but if they don’t do something to further your cause, to meet your goals and objectives, then you have a hobby … not business storytelling.
My son's progression from mowing our neighbor's yard to running his own lawn mowing business looks a lot like the birth and growth of an architecture firm. His experiences and the lessons he's learned could teach many architects and business owners a thing or two.
How one firm began after a partner split in the shadows of a recession with one active project, a list of past clients and nothing in the pipeline. By implementing a creative digital marketing strategy, they built their 3‐person firm from scratch to success in 4 years.
I wish I had a dollar for every time an architect told me: “I just want to be an architect, not a writer.” It usually comes on the heals of a discussion about blog posts and marketing. It’s also why I developed a system of interviews to get beyond that objection.
Many of the firms I work with came to me because, among other things, they struggled with implementing and finding legitimate success with Social Media Marketing. Working with these firms is where I developed my prescription to help architects succeed using Social Media Marketing.
A while back, a marketing agency approached me and asked if I could help them understand how their clients, mainly manufacturers of architectural products, could be more effective marketing to architects. I said, “you have to start by putting yourselves in the architects’ shoes and end with being their best, go-to resource."
When Carolee Tremain told me she wasn’t comfortable “beating her chest,” I said: “Good!” I told her the same thing I tell many of my clients: If you want your stories to resonate with your audience, you can't be the hero of your own story!