{
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  "sourcesContent": ["import{jsx as e,jsxs as t}from\"react/jsx-runtime\";import{Link as i}from\"framer\";import*as n from\"react\";export const richText=/*#__PURE__*/t(n.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"Words can be your best friend. Or your worst enemy.\"}),/*#__PURE__*/e(\"p\",{children:\"Here's the thing: it's often not about the content of your message but how you deliver it. The words you choose can either build bridges or create barriers. And the last thing you want is to lose a client over a poor choice of words.\"}),/*#__PURE__*/t(\"p\",{children:[\"What if I told you that there are \",/*#__PURE__*/e(\"strong\",{children:\"five specific words\"}),\" that you should absolutely avoid when talking to prospective clients? Five words that could be sabotaging your client\u2019s interest without you even knowing it. Intriguing and also a bit terrifying, right?\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:'The solution to avoiding each word is \"reframing.\"'})}),/*#__PURE__*/t(\"p\",{children:[\"Reframing is the art of choosing words that resonate more positively with your audience. We don\u2019t want to change \",/*#__PURE__*/e(\"em\",{children:\"what\"}),\" you say. We want to tweak \",/*#__PURE__*/e(\"em\",{children:\"how\"}),\" you say it. It's about replacing those five no-no words with alternatives that don\u2019t make your clients hesitate.\"]}),/*#__PURE__*/e(\"p\",{children:\"The right words shape perceptions, influence decisions, and even tip the scales in your favor when it comes to closing a deal with high-quality clients. On the flip side, the wrong words can do just the opposite and leave your clients confused, disengaged, and more likely to pass on an opportunity to work with you.\"}),/*#__PURE__*/t(\"p\",{children:[\"Personally, I used to say these 5 words \",/*#__PURE__*/e(\"em\",{children:\"all the time\"}),\". And you probably do too. And so do your competitors.\"]}),/*#__PURE__*/e(\"p\",{children:\"But by reframing, you will create more differentiation and continue to build a unique and untouchable value for your clients.\"}),/*#__PURE__*/e(\"p\",{children:\"Here are the 5 words you shouldn\u2019t say, why you shouldn\u2019t say them, and what you should say instead:\"}),/*#__PURE__*/e(\"h2\",{children:\"01 // Fee \u2192 Investment\"}),/*#__PURE__*/e(\"p\",{children:'Studies in behavioral economics show that people are more willing to part with money if they perceive long-term value. The term \"investment\" implies long-term value and benefits, whereas \"fee\" often connotes a one-time cost with no return.'}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:'\u274C: \"Our fee for this project will be $50,000.\"'})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:'\uD83D\uDC4D: \"Your investment in this project will be $50,000.\"'})})]}),/*#__PURE__*/t(\"p\",{children:[\"And don\u2019t forget to \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"anchoring-how-to-justify-your-fee-as-an-architect\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"FTLRSTaSj\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"anchor that investment\"})}),\" amount.\"]}),/*#__PURE__*/e(\"h2\",{children:\"02 // Contract \u2192 Agreement\"}),/*#__PURE__*/e(\"p\",{children:'Research in social psychology indicates that people are more likely to engage in relationships that they perceive as equitable and mutual. \"Agreement\" suggests a mutual understanding and collaboration, while \"contract\" can seem rigid and legally binding (which is why the first thing you think about when you hear \u201Ccontract\u201D is probably \u201Clawyer\u201D \uD83D\uDE2C).'}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:'\u274C: \"Once the contract is signed, we can begin work.\"'})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:'\uD83D\uDC4D: \"Once we have an agreement in place, we can start bringing your vision to life.\"'})})]}),/*#__PURE__*/e(\"h2\",{children:\"03 // Delay \u2192 Reschedule\"}),/*#__PURE__*/e(\"p\",{children:'Research in communication studies shows that people respond better to language that implies control and forethought. \"Rescheduling\" implies control and planning, while \"delay\" suggests an unforeseen setback.'}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:'\u274C: \"Unfortunately, there will be a two-week delay in construction.\"'})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:'\uD83D\uDC4D: \"We\\'re rescheduling the construction phase by two weeks to ensure everything is perfect.\"'})})]}),/*#__PURE__*/e(\"h2\",{children:\"04 // Additional costs \u2192 Enhancements\"}),/*#__PURE__*/e(\"p\",{children:'Behavioral economics research shows that people are more willing to pay for something they perceive as enhancing their purchase. \"Enhancements\" suggest optional improvements that add value, whereas \"additional costs\" imply burdensome expenses.'}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:'\u274C: \"There will be additional costs if you want a rooftop garden.\"'})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"\uD83D\uDC4D: \u201CIf you\u2019re interested, we\u2019re happy to discuss enhancements like a rooftop garden.\u201D\"})})]}),/*#__PURE__*/e(\"h2\",{children:\"05 // Problem \u2192 Challenge\"}),/*#__PURE__*/e(\"p\",{children:'Cognitive psychology shows that framing obstacles as challenges can activate a more constructive and optimistic mindset. The word \"challenge\" activates a problem-solving mindset, while \"problem\" can induce stress and a sense of defeat.'}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:'\u274C: \"There\\'s a problem with the zoning regulations for your site.\"'})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:'\uD83D\uDC4D: \"There\\'s a challenge with the zoning regulations, but we have some creative solutions in mind.\"'})})]}),/*#__PURE__*/t(\"p\",{children:[\"This reframe is particularly important when summarizing responses to \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"pain-points-how-architects-identify-exactly-what-clients-need\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"y_SMOkcZG\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"pain points\"})}),\" or \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"toff-framework-the-architect-s-guide-to-asking-great-questions\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"a4Kue1E1l\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"powerful questions\"})}),\" in the discovery phase.\"]}),/*#__PURE__*/e(\"h2\",{children:\"TL;DR\"}),/*#__PURE__*/e(\"p\",{children:\"Words matter. They impact the way that clients perceive and absorb different types of information. Reframe these 5 words to continue attracting high-quality clients:\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Fee \u2192 Investment\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Contract \u2192 Agreement\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Delay \u2192 Reschedule\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Additional costs \u2192 Enhancements\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Problem \u2192 Challenge\"})})]}),/*#__PURE__*/e(\"p\",{children:\"And, yes, you caught me - \u201CAdditional costs\u201D is 2 words, not 1. Sorry not sorry \uD83D\uDE42\"})]});export const richText1=/*#__PURE__*/t(n.Fragment,{children:[/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Problem\"}),\": Most architects forget who they're writing to and, as a result, miss out on clients.\"]}),/*#__PURE__*/e(\"p\",{children:\"In the world of architecture, it's easy to get caught up in the technicalities and intricacies of the profession. But when communicating with potential clients, it's essential to remember that not everyone speaks the same \\\"language\\\" as you.\"}),/*#__PURE__*/e(\"p\",{children:\"This is especially true for social media posts, website content, and proposals. Many architects, in their zeal to showcase expertise, crafts content that is more focused on impressing other architects. Unfortunately, this is usually alienating to high-quality clients.\"}),/*#__PURE__*/e(\"p\",{children:\"Why is writing that \u201Csounds smart\u201D usually a terrible idea?\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,ooPhNnFTEOBWgbVKMETaALBu4GQ.png\",\"data-framer-height\":\"1080\",\"data-framer-width\":\"1080\",height:\"540\",src:\"https://framerusercontent.com/images/ooPhNnFTEOBWgbVKMETaALBu4GQ.png\",srcSet:\"https://framerusercontent.com/images/ooPhNnFTEOBWgbVKMETaALBu4GQ.png?scale-down-to=512 512w,https://framerusercontent.com/images/ooPhNnFTEOBWgbVKMETaALBu4GQ.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/ooPhNnFTEOBWgbVKMETaALBu4GQ.png 1080w\",style:{aspectRatio:\"1080 / 1080\"},width:\"540\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Limited audience reach\"}),\": Using complex language or industry jargon narrows down your audience. Most potential clients are unfamiliar with architectural terms. Jargon makes them feel left out which reduces their chances of engaging with your offer.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Decreased engagement\"}),\": How often do you simply skim content rather than deep dive into all of it? Pretty often. Skimming is a large part of our digital age. If your content is dense or filled with jargon, readers are more likely to skip or abandon it. Simple, clear content is more likely to be read, shared, and acted upon.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Perceived lack of clarity\"}),\": If a potential client struggles to understand your content, they might perceive you as lacking clear communication. This can raise concerns about potential communication issues during projects.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Undermines trust\"}),\": \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"gaining-trust-3-parts-of-architect-client-trust\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"OIzmEm5at\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Trust is the foundation\"})}),\" of any professional relationship. If clients feel you're intentionally using complex language, it can raise their suspicion. They might feel you're trying to appear more knowledgeable rather than being transparent about your services.\"]})})]}),/*#__PURE__*/e(\"h2\",{children:\"How architects can write dumber\"}),/*#__PURE__*/e(\"p\",{children:\"It's not about diluting your content, expertise, or knowledge. Writing dumber is about making your knowledge and expertise accessible. Here's how:\"}),/*#__PURE__*/e(\"h3\",{children:\"01 // Avoid jargon\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Fact\"}),\": About 50% of adults in the U.S. \",/*#__PURE__*/e(i,{href:\"https://nces.ed.gov/fastfacts/display.asp?id=69\",nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"cannot read at an eighth-grade level\"})}),\".\"]}),/*#__PURE__*/e(\"p\",{children:\"Technical terms can alienate a significant portion of your audience. When you\u2019re trying to close a deal, every stakeholder matters. Simplifying language ensures your content is accessible to everyone.\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"\u274C : \u201CThe fenestration maximizes natural light.\u201D\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:'\uD83D\uDC4D : \"The window design adds more sunlight.\"'})})]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"em\",{children:\"Note: There is one exception to this rule - using jargon that is specific to your ideal client. Healthcare architects might mention HIPAA or OSHA, for example.\"})}),/*#__PURE__*/e(\"h3\",{children:\"02 // Use visuals\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Fact\"}),\": The human brain can process images in \",/*#__PURE__*/e(i,{href:\"https://news.mit.edu/2014/in-the-blink-of-an-eye-0116\",nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"as little as 13 milliseconds\"})}),\".\"]}),/*#__PURE__*/e(\"p\",{children:\"Visuals convey complex information quickly and can break language barriers, making content universally understandable. Plus, they lend themselves to very little or no writing. (And, as architects, you love to draw and create diagrams!)\"}),/*#__PURE__*/t(\"p\",{children:[\"It\u2019s hard to think of any firm that does this better than \",/*#__PURE__*/e(i,{href:\"https://big.dk/\",nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"BIG\"})}),\", who creates GIFs that describe their design concepts. (\",/*#__PURE__*/e(i,{href:\"https://big.dk/projects/iqon-residences-3687\",nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"IQON Residences\"})}),\", BIG)\"]}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,S8K2BDkizkXutjtDd2MFQPylOuk.gif\",\"data-framer-height\":\"404\",\"data-framer-width\":\"636\",height:\"202\",src:\"https://framerusercontent.com/images/S8K2BDkizkXutjtDd2MFQPylOuk.gif\",srcSet:\"https://framerusercontent.com/images/S8K2BDkizkXutjtDd2MFQPylOuk.gif?scale-down-to=512 512w,https://framerusercontent.com/images/S8K2BDkizkXutjtDd2MFQPylOuk.gif 636w\",style:{aspectRatio:\"636 / 404\"},width:\"318\"}),/*#__PURE__*/e(\"h3\",{children:\"03 // Keep it short and sweet\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Fact\"}),\": The average human attention span \",/*#__PURE__*/e(i,{href:\"https://time.com/3858309/attention-spans-goldfish/\",nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"dropped to 8 seconds in 2013\"})}),\", down from 12 seconds in 2000. (I would imagine it\u2019s even shorter now - does anyone know?)\"]}),/*#__PURE__*/e(\"p\",{children:\"Concise content is more likely to be read and retained by the audience. That means shorter sentences, shorter paragraphs, and shorter explanations win.\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:'\u274C : \"The building incorporates several eco-friendly features that represent it\u2019s sustainable position.\"'})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:'\uD83D\uDC4D : \"The building is eco-friendly.\"'})})]}),/*#__PURE__*/e(\"h3\",{children:\"04 // Tell a story\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Fact\"}),\": Storytelling can increase conversion \",/*#__PURE__*/e(i,{href:\"https://www.searchenginewatch.com/2019/12/20/how-storytelling-boosts-content-marketing/\",nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"by up to 30%\"})}),\".\"]}),/*#__PURE__*/e(\"p\",{children:\"Narratives are engaging and memorable. By framing your work as a story, you can create a deeper, longer-lasting connection with your audience.\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"\u274C : \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"pas-framework-how-architects-write-case-studies-that-attract-high-quality-clients\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"lgqMNyrl4\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Case studies\"})}),\" or project descriptions with heavy use of jargon and poetic statements that only the author understands.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"\uD83D\uDC4D : Stories that \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"sidekicks-how-to-frame-architecture-clients-as-the-hero\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"y6mz5f9Or\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"frame the client as the hero\"})}),\" and put the project or process into relatable terms.\"]})})]}),/*#__PURE__*/e(\"h3\",{children:\"05 // Use active voice\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Fact\"}),\": Sentences in \",/*#__PURE__*/e(i,{href:\"https://www.grammarly.com/blog/active-vs-passive-voice/\",nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"active voice are 20% shorter\"})}),\" than those in passive voice.\"]}),/*#__PURE__*/e(\"p\",{children:\"Writing (and speaking) in an active voice makes content clearer and more concise. It also places your audience in the moment, allowing them to better engage in the writing.\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:'\u274C : \"This modern residence was designed by our team.\"'})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:'\uD83D\uDC4D : \"Our team designed this modern residence.\"'})})]}),/*#__PURE__*/e(\"h2\",{children:\"TL;DR\"}),/*#__PURE__*/e(\"p\",{children:\"Social media. Websites. Proposals. Regardless of what you\u2019re writing, make it easy to understand.\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Avoid industry jargon\"}),\" to reach a broader audience.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Use visuals\"}),\" to convey complex ideas quickly.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Keep content concise\"}),\" to cater to shorter attention spans.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Share stories\"}),\" to engage and connect with your audience.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Use active voice\"}),\" for clearer and more direct communication.\"]})})]}),/*#__PURE__*/e(\"p\",{children:\"By embracing simplicity in your content, you can connect with a broader audience, build trust, and ultimately, grow your client base.\"})]});export const richText2=/*#__PURE__*/t(n.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"One year ago I sent my first newsletter to 56 amazing architects.\"}),/*#__PURE__*/e(\"p\",{children:\"Today, my newsletter is read by 3,575 amazing architects.\"}),/*#__PURE__*/t(\"p\",{children:[\"Thank you for giving me your time and attention each week. I don\u2019t take it for granted. \",/*#__PURE__*/e(\"strong\",{children:\"And I hope that you find endless value in Growthitect.\"})]}),/*#__PURE__*/e(\"p\",{children:\"Ironically, last week I asked you what you wanted to read about next and \u201CHow to build and organize a newsletter\u201D received the most votes. What a fitting way to celebrate one year of Growthitect! \uD83D\uDE02\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"95-5-rule-4-reasons-your-architecture-firm-needs-a-newsletter\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"qYOzep8_v\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Last week\"})}),\" we covered \",/*#__PURE__*/e(\"em\",{children:\"why\"}),\" you should have a firm newsletter. But now let\u2019s cover \",/*#__PURE__*/e(\"em\",{children:\"how\"}),\" to build a firm newsletter.\"]}),/*#__PURE__*/e(\"p\",{children:\"But not just any newsletter.\"}),/*#__PURE__*/e(\"p\",{children:\"You want to build a magnetic newsletter that high-quality clients (past, present, and future) will actually want to read.\"}),/*#__PURE__*/e(\"p\",{children:\"Otherwise, your return on investment (ROI) will not be worth it.\"}),/*#__PURE__*/e(\"p\",{children:\"So how do you build a magnetic newsletter? \uD83E\uDDF2\"}),/*#__PURE__*/e(\"p\",{children:\"Answer these three questions:\"}),/*#__PURE__*/e(\"h2\",{children:\"01 // Where will I manage my newsletter?\"}),/*#__PURE__*/e(\"p\",{children:\"Good news! Newsletters can usually be managed in a single platform. They\u2019re called Email Service Providers (ESP). Think of an ESP as the engine that powers your newsletter - it\u2019s where you will:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Manage your subscribers\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Build and send emails\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Create automations (like a welcome sequence, for example)\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Design forms and landing pages (so people can sign up)\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Store/showcase past newsletters\"})})]}),/*#__PURE__*/e(\"p\",{children:\"And much more.\"}),/*#__PURE__*/e(\"p\",{children:\"So what\u2019s the bad news? There are A LOT of options. And, if you\u2019re anything like me, it\u2019s easy for analysis paralysis to block progress. Things to consider when selecting an ESP are pricing, integrations, automations, analytics, customization, and ease-of-use.\"}),/*#__PURE__*/e(\"p\",{children:\"I did a lot of research prior to choosing my ESP last year before ultimately landing on ConvertKit. It\u2019s built exclusively for \u201Ccreators\u201D and includes pretty endless flexibility and customization. That means I\u2019ve been able to build sequences, run effective weekly polls, and manage products all inside of ConvertKit. It\u2019s also easy to use and provides great analytics so I can track the performance of the newsletter.\"}),/*#__PURE__*/t(\"p\",{children:[\"The only downside is that I don\u2019t love their \",/*#__PURE__*/e(i,{href:\"https://tylertactics.ck.page/profile\",nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"native newsletter archive\"})}),\", which is essentially the \u201Cwebsite\u201D for my newsletter. I wish that there were more options in the design. It\u2019s not a dealbreaker for me because I plan to build out a separate website for the newsletter anyways. In the end, I still highly recommend ConvertKit for it\u2019s flexibility and ease-of-use.\"]}),/*#__PURE__*/e(\"p\",{children:\"Here\u2019s some other ESPs to explore:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(i,{href:\"https://substack.com/\",nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Substack\"})}),\": A popular one-stop-shop for newsletters. Substack wasn\u2019t for me because it lacks some customization features and newsletters can only be sent from a Substack domain (i.e. growthitect@substack.com vs hello@growthitect.com).\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(i,{href:\"https://mailchimp.com/\",nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Mailchimp\"})}),\": One of the OG ESPs - a well-known option used by lots of SMBs and online businesses. The reason I didn\u2019t go with Mailchimp is because it\u2019s more focused on businesses rather than individuals, but that might make it a good fit for some firms.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(i,{href:\"https://www.activecampaign.com/\",nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"ActiveCampaign\"})}),\": A robust option that includes things like marketing automations and a customer relationship manager (CRM). I didn\u2019t choose ActiveCampaign because it\u2019s more than I need.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(i,{href:\"https://www.beehiiv.com/\",nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"beehiiv\"})}),\": An up-and-coming ESP with lots of tools to help you grow your newsletter. The reason I didn\u2019t go with beehiiv is because they\u2019re a bit more expensive than the other options.\"]})})]}),/*#__PURE__*/e(\"p\",{children:\"It\u2019s important to choose the right ESP for you and your firm, but don\u2019t let it slow halt momentum. Choose the option that will help you hit the ground running. For me, that was ConvertKit.\"}),/*#__PURE__*/e(\"h2\",{children:\"02 // What can I share?\"}),/*#__PURE__*/e(\"p\",{children:\"In general, newsletter content falls into 3 brackets:\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Promotional\"}),\": Most popular with brands that sell physical products (tech, apparel, home goods, etc.). You know all those \u201CFlash Sale\u201D and \u201C50% off until tomorrow!\u201D newsletters you get? Those are promotional.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Educational\"}),\": Hey, that\u2019s us - \",/*#__PURE__*/e(i,{href:{webPageId:\"augiA20Il\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Growthitect\"})}),\"! This content is meant to educate the reader and share insights that are valuable to the audience.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Curated\"}),\": This is what \",/*#__PURE__*/e(i,{href:\"https://links.swapstack.co/h96\",nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Morning Brew\"})}),\" does very well. Curated newsletters pull together content from other sources and provide helpful summaries that keep their audience informed.\"]})})]}),/*#__PURE__*/e(\"p\",{children:\"In reality, you\u2019ll want your firm newsletter to be a combination of 2-3 types of content. Want to peek behind the curtains? Tyler Tactics is not just educational - it\u2019s actually a combination of all 3:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"Sponsorships (like \",/*#__PURE__*/e(i,{href:\"https://links.swapstack.co/h96\",nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Morning Brew\"})}),\") are \",/*#__PURE__*/e(\"strong\",{children:\"promotional\"}),\" along with my own products that I periodically share like \",/*#__PURE__*/e(i,{href:\"https://tylertactics.com/products/conversion-rocket\",nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Conversion Rocket\"})}),\" or the waitlist for my upcoming LinkedIn course.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"This meaty section here is always \",/*#__PURE__*/e(\"strong\",{children:\"educational\"}),\", where I share actionable steps and tactics for attracting high-quality clients.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"At the bottom of every newsletter, I \",/*#__PURE__*/e(\"strong\",{children:\"curate\"}),\" links to my favorite news and content from the week with a very brief summary.\"]})})]}),/*#__PURE__*/e(\"p\",{children:\"What does this look like for a firm newsletter?\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Promotional\"}),\" content encourages your audience to work with you. For example, you may leverage loss aversion to mention that you only have availability for one more project.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Educational\"}),\" content teaches your audience something new that ideally is relevant to your own work. For example, a residential architect may discuss the difference between different roof forms.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Curated\"}),\" content shares news and resources relevant to your audience. For example, a commercial architecture firm might share regional business news.\"]})})]}),/*#__PURE__*/e(\"p\",{children:\"I recommend using the 80/20 rule whenever promoting your own products or services. That is, at least 80% of your content should be either educational or curated and less than 20% should be promotional. Why? Well that\u2019s related to the final question\u2026\"}),/*#__PURE__*/e(\"h2\",{children:\"03 // Why should anyone care?\"}),/*#__PURE__*/t(\"p\",{children:[\"As we learned last week \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"95-5-rule-4-reasons-your-architecture-firm-needs-a-newsletter\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"qYOzep8_v\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"via the 95:5 rule\"})}),\", 95% of you amazing architects aren\u2019t ready to buy anything right now. And that\u2019s ok! But it\u2019s still extremely important that I keep you engaged with valuable content. Otherwise, I\u2019ll lose your attention, you\u2019ll stop opening the newsletter, and you\u2019ll jump off the \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"conversion-engine-optimizing-4-key-moments-of-architecture-client-conversion\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"WkpaHwadx\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"conversion engine\"})}),\".\"]}),/*#__PURE__*/t(\"p\",{children:[\"With that in mind, let\u2019s go back to that 80/20 rule. \",/*#__PURE__*/e(\"strong\",{children:\"If 80% of your content is educational or curated, then you will still keep that 95% of not-right-now-ers engaged.\"}),\" And they\u2019ll keep reading and opening your newsletter.\"]}),/*#__PURE__*/t(\"p\",{children:[\"If too much of your content is promotional, then 95% of readers won\u2019t find value and they\u2019ll stop opening the newsletter. \",/*#__PURE__*/e(\"strong\",{children:\"Then your newsletter will be far less effective at attracting high-quality clients.\"})]}),/*#__PURE__*/e(\"p\",{children:\"Here are two examples of how architecture-related newsletters make people care:\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(i,{href:\"https://architizer.com/blog/inspiration/stories/physically-drive-analytical-hybrid-form-finding-in-architecture/\",nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Architizer\"})}),\" recently released a new daily newsletter called The Plug. It\u2019s basically just a way for them to share their content each day. But they have a great pitch - an \u201Cimage-heavy daily newsletter\u201D focused on \u201Cgiving readers a quick jolt of inspiration to supercharge their days\u201D. Hell yea! That\u2019s a great pitch. (The only thing I would change is to switch out \u201Creaders\u201D for \u201Carchitects\u201D). And they branded it. How much more likely are you to subscribe to something called \u201CThe Plug\u201D rather than \u201Ca daily newsletter\u201D? What a great name. I\u2019m in and I\u2019ve been reading them - short, sweet, and to the point.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"My friend, \",/*#__PURE__*/e(i,{href:\"https://www.linkedin.com/in/jedbyrne/\",nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Jed Byrne\"})}),\", works for a regional company in North Carolina that does everything from asset management to site analysis to design for commercial clients. He created a popular local newsletter, \",/*#__PURE__*/e(i,{href:\"https://oakcitycre.com/\",nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Oak City CRE\"})}),\", that curates news about developments happening in Raleigh, NC. I\u2019d be willing to bet a bunch of past, present, and future clients subscribe. How brilliant is that?\"]})})]}),/*#__PURE__*/e(\"p\",{children:\"Give your audience a reason to care. Don\u2019t just ask them to join your firm newsletter. Brand it. Pitch it. And share valuable information instead of strictly promotional content.\"}),/*#__PURE__*/e(\"h2\",{children:\"TL;DR\"}),/*#__PURE__*/e(\"p\",{children:\"If you want to build a valuable newsletter for your firm (or yourself) that will keep high-quality clients engaged, then you need to answer these 3 questions:\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Where will I manage my newsletter?\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"What can I share?\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Why should anyone care?\"})})]}),/*#__PURE__*/e(\"p\",{children:\"Happy Anniversary to Growthitect and thank you so much for giving me your attention each week \uD83D\uDE42\"})]});export const richText3=/*#__PURE__*/t(n.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"Ever heard of the 95:5 rule? It\u2019ll make you rethink your entire marketing strategy.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"A mere 5% of the people who bump into your online space are actually ready to move forward and begin a project. Just 5%!!\"})}),/*#__PURE__*/e(\"p\",{children:\"The other 95%? They\u2019re the window shoppers, the maybe-laters, the I\u2019m-just-looking-for-nows.\"}),/*#__PURE__*/e(\"p\",{children:\"(waiting while you process that\u2026.)\"}),/*#__PURE__*/e(\"p\",{children:\"Did it just hit you? Yea? If you're focusing only on the 5% who are project-ready, you\u2019re letting a WHOPPING 95% of potential clients slip right past you! Yikes.\"}),/*#__PURE__*/e(\"p\",{children:\"Most firms focus on the 5% and (unknowingly) wave goodbye to 95% of lookers.\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Websites? Treated like galleries of top work.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Socials? Virtual parades of past projects.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Personal profiles? Megaphones for firm awards and personal achievements.\"})})]}),/*#__PURE__*/e(\"p\",{children:\"Those lookers may never look again. So how do you capture them while they\u2019re visiting (even if they\u2019re not ready)?\"}),/*#__PURE__*/e(\"p\",{children:\"Newsletters!! It's like inviting that 95% to a cozy coffee date every so often, reminding them of why they stopped by in the first place.\"}),/*#__PURE__*/e(\"p\",{children:\"Newsletters are powerful nurture machines that keep your audience engaged.\"}),/*#__PURE__*/t(\"p\",{children:[\"So when they \",/*#__PURE__*/e(\"em\",{children:\"are\"}),\" finally ready with a project, guess where they go? \uD83D\uDE0F\"]}),/*#__PURE__*/e(\"p\",{children:\"Here are 4 common problems firms face and how a newsletter will help:\"}),/*#__PURE__*/e(\"h2\",{children:\"01 // Convert More Now\"}),/*#__PURE__*/t(\"p\",{children:[\"Common Problem: \",/*#__PURE__*/e(\"em\",{children:\"Limited project inquiries.\"})]}),/*#__PURE__*/e(\"p\",{children:\"Many architecture firms face the challenge of inconsistent project inquiries, which leads to an unpredictable workflow.\"}),/*#__PURE__*/e(\"p\",{children:\"How will a newsletter help? These strategies convert subscribers into clients right now:\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/t(\"li\",{\"data-preset-tag\":\"p\",children:[/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Immediate call-to-action:\"}),\" Including an irresistible offer in your newsletter can prompt action from potential clients. (a la \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"loss-aversion-3-ways-to-win-more-architecture-clients\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"AbnOVCNiA\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Loss Aversion\"})}),\")\"]}),/*#__PURE__*/e(\"ul\",{children:/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"em\",{children:\"Example:\"}),\" A highlighted section showcasing a limited-time design consultation.\"]})})})]}),/*#__PURE__*/t(\"li\",{\"data-preset-tag\":\"p\",children:[/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Highlighting immediate benefits:\"}),\" Emphasize the advantages of starting a project now, like design trends or seasonal construction benefits. (also \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"loss-aversion-3-ways-to-win-more-architecture-clients\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"AbnOVCNiA\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Loss Aversion\"})}),\")\"]}),/*#__PURE__*/e(\"ul\",{children:/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"em\",{children:\"Example:\"}),\" Mention how beginning a project during a particular season can save time and money, urging them to act quickly.\"]})})})]}),/*#__PURE__*/t(\"li\",{\"data-preset-tag\":\"p\",children:[/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Showcasing latest works:\"}),\" Display recent projects, emphasizing quick turnarounds and happy clients.\"]}),/*#__PURE__*/e(\"ul\",{children:/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"em\",{children:\"Example:\"}),\" Share a before-and-after image of a recent project, showcasing the transformative power of your firm\u2019s work.\"]})})})]})]}),/*#__PURE__*/e(\"h2\",{children:\"02 // Convert More Later\"}),/*#__PURE__*/t(\"p\",{children:[\"Common Problem: \",/*#__PURE__*/e(\"em\",{children:\"Difficulty with long-term client engagement.\"})]}),/*#__PURE__*/e(\"p\",{children:\"Engaging clients over the long term can be challenging, especially when they're not ready to commit immediately.\"}),/*#__PURE__*/e(\"p\",{children:\"How will a newsletter help? These strategies convert subscribers into clients later:\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/t(\"li\",{\"data-preset-tag\":\"p\",children:[/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Regular touch points:\"}),\" Consistent newsletters ensure you're always on their mind (cue \",/*#__PURE__*/e(i,{href:\"https://youtu.be/R7f189Z0v0Y?si=Jxiou9u0XJpJOEvU\",nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Willie Nelson\"})}),\"), building trust over time.\"]}),/*#__PURE__*/e(\"ul\",{children:/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"em\",{children:\"Example:\"}),\" Share monthly updates on local trends or ongoing projects, reminding them of your continuous presence and expertise.\"]})})})]}),/*#__PURE__*/t(\"li\",{\"data-preset-tag\":\"p\",children:[/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Provide value over time:\"}),\" Sharing helpful educational content can position your firm as a thought leader, ensuring they think of you when they're ready.\"]}),/*#__PURE__*/e(\"ul\",{children:/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"em\",{children:\"Example:\"}),\" Share articles on sustainable materials, efficient processes, and click-worthy case studies.\"]})})})]}),/*#__PURE__*/t(\"li\",{\"data-preset-tag\":\"p\",children:[/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Personalized follow-ups:\"}),\" Tailored content based on their interactions can deepen their connection to your firm.\"]}),/*#__PURE__*/e(\"ul\",{children:/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"em\",{children:\"Example:\"}),\" If a reader frequently clicks on residential project links, curate content around home designs in the next newsletter (and/or reach out to them with a personalized offer).\"]})})})]})]}),/*#__PURE__*/e(\"h2\",{children:\"03 // Increase Repeat Clients\"}),/*#__PURE__*/t(\"p\",{children:[\"Common Problem: \",/*#__PURE__*/e(\"em\",{children:\"Losing past clients to competitors.\"})]}),/*#__PURE__*/e(\"p\",{children:\"Once a project is complete, curious clients may look elsewhere for their next endeavor (just to see if the grass is greener, right?).\"}),/*#__PURE__*/e(\"p\",{children:\"How will a newsletter help? These strategies will increase repeat clients:\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/t(\"li\",{\"data-preset-tag\":\"p\",children:[/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Celebrate anniversaries:\"}),\" Reminding past clients of their project milestones keeps your firm at the forefront.\"]}),/*#__PURE__*/e(\"ul\",{children:/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"em\",{children:\"Example:\"}),\" Send a personalized one-year anniversary note of the completed project with some fun process or team photos.\"]})})})]}),/*#__PURE__*/t(\"li\",{\"data-preset-tag\":\"p\",children:[/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Exclusive offers for past clients:\"}),\" Provide special deals or previews for returning clients.\"]}),/*#__PURE__*/e(\"ul\",{children:/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"em\",{children:\"Example:\"}),\" Subscribers can be segmented, which is awesome for you. Offer a discount on services or a complimentary consultation for their next idea.\"]})})})]}),/*#__PURE__*/t(\"li\",{\"data-preset-tag\":\"p\",children:[/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Showcase evolution:\"}),\" Share how your services or technologies have evolved since their last project.\"]}),/*#__PURE__*/e(\"ul\",{children:/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"em\",{children:\"Example:\"}),\" Introduce them to new 3D visualization tools, eco-friendly construction techniques, and new employees that exemplify your growth and momentum.\"]})})})]})]}),/*#__PURE__*/e(\"h2\",{children:\"04 // Create Advocates\"}),/*#__PURE__*/t(\"p\",{children:[\"Common Problem: \",/*#__PURE__*/e(\"em\",{children:\"Lack of lifetime value from one-time clients.\"})]}),/*#__PURE__*/e(\"p\",{children:\"Every client that works with you has tremendous potential to bring in more work whether or not it\u2019s from them.\"}),/*#__PURE__*/e(\"p\",{children:\"How will a newsletter help? These strategies will create advocates for your firm:\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/t(\"li\",{\"data-preset-tag\":\"p\",children:[/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Empower sharing:\"}),\" Make your content easily shareable, turning readers into marketers.\"]}),/*#__PURE__*/e(\"ul\",{children:/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"em\",{children:\"Example:\"}),\" Embed social share buttons, or offer incentives for sharing your newsletter with friends and colleagues.\"]})})})]}),/*#__PURE__*/t(\"li\",{\"data-preset-tag\":\"p\",children:[/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Testimonials and case studies:\"}),\" Help former clients engage in newsletter content by including their testimonials or projects.\"]}),/*#__PURE__*/e(\"ul\",{children:/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"em\",{children:\"Example:\"}),\" Showcase the project of a well-connected past client to show your appreciation (and open the conversation of any projects in their network).\"]})})})]}),/*#__PURE__*/t(\"li\",{\"data-preset-tag\":\"p\",children:[/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Cash is king:\"}),\" Provide a financial incentive for former clients to introduce you to potential clients.\"]}),/*#__PURE__*/e(\"ul\",{children:/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"em\",{children:\"Example:\"}),\" Remember how you can segment your audience? Send a newsletter out to past clients announcing a \u201Cfinder\u2019s fee\u201D for any project that they bring to you.\"]})})})]})]}),/*#__PURE__*/e(\"h2\",{children:\"TL;DR\"}),/*#__PURE__*/e(\"p\",{children:\"Only 5% of your visitors and audience are actually ready to move forward. Don\u2019t leave 95% of potential clients hanging. Keep them in your sphere by inviting them to join your newsletter. Then use that newsletter to:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Converts clients now\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Converts clients later\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Increases repeat clients\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Creates firm advocates\"})})]}),/*#__PURE__*/e(\"p\",{children:\"Did I mention that newsletters are a low cost pipeline builder? \uD83D\uDE42\\xa0Happy writing!\"})]});export const richText4=/*#__PURE__*/t(n.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"Seated in a chair across from you is the prospective client: brimming with ideas, dreams, and a project that you badly desire.\"}),/*#__PURE__*/e(\"p\",{children:\"And a mix of hope and hesitance. Because there\u2019s still something left to be earned. What is it? Trust.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Trust is everything.\"})}),/*#__PURE__*/e(\"p\",{children:\"Prospective clients are a bit like wary meerkats. They\u2019re on the lookout for trust. And can we blame them? Their hard-earned money, dreams, and aspirations are on the line.\"}),/*#__PURE__*/e(\"p\",{children:\"It\u2019s very difficult to win high-quality clients without first earning their trust.\"}),/*#__PURE__*/e(\"p\",{children:\"And when most architects hear \u201Ctrust\u201D they think:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Decades of experience\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"A shelf of industry awards\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"An expansive and polished portfolio of work\"})})]}),/*#__PURE__*/e(\"p\",{children:\"Not true. Trust isn\u2019t some elite club that requires loads of experience, endless awards, and perfect portfolios. It\u2019s open for all.\"}),/*#__PURE__*/e(\"p\",{children:\"So before you panic and reach right for your portfolio to prove your trust, take a pause.\"}),/*#__PURE__*/e(\"p\",{children:\"Let\u2019s debunk this together. Trust is accessible. But it\u2019s also multifaceted.\"}),/*#__PURE__*/e(\"p\",{children:\"Here are the 3 elements of trust (and how to master each):\"}),/*#__PURE__*/e(\"h3\",{children:\"01 // Integrity\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"em\",{children:\"Does this architect want to help me?\"})}),/*#__PURE__*/e(\"p\",{children:\"Integrity isn\u2019t just that fancy word you toss around during interviews. It\u2019s all about doing what you do for the right reasons.\"}),/*#__PURE__*/e(\"p\",{children:\"Ever been suspect of a person or business pitching the world with a power-driven gaze? That\u2019s your questionable integrity alarm going off.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Prospects need to feel that you truly believe you can make a positive impact on their lives.\"})}),/*#__PURE__*/e(\"p\",{children:\"Here\u2019s how:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Share your greater purpose\"}),': And no, not the \"we want to make the world beautiful\" spiel. Maybe you\\'re driven to design eco-friendly homes after witnessing the horrors of climate change. Maybe you\u2019re intent on the power of natural light after experiencing the exhaustion of artificially lit spaces.']})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Lean on your \"}),/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"transformation-statement-how-to-differentiate-your-architecture-firm\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"MCy6KEz3T\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:/*#__PURE__*/e(\"strong\",{children:\"Transformation Statement\"})})}),\": This is the succinct statement that reminds a prospect why you\u2019re the perfect fit. It identifies who you help, what you help them do, and why you\u2019re one-of-a-kind.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Respect time and opinions\"}),\": Sounds simple? Just be punctual and value their time. If you don\u2019t, they\u2019ll notice. And you\u2019ll have to climb uphill the rest of the way.\"]})})]}),/*#__PURE__*/e(\"h3\",{children:\"02 // Capability\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"em\",{children:\"Can this architect help me?\"})}),/*#__PURE__*/e(\"p\",{children:\"Yeah, you\u2019ve got the skills. But the trick is convincing your client without pulling out your portfolio.\"}),/*#__PURE__*/e(\"p\",{children:\"Why am I so adamant about avoiding your portfolio to build trust? Because that\u2019s what every other architect is doing!\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"And you\u2019re not like every other architect.\"})}),/*#__PURE__*/e(\"p\",{children:\"You\u2019re different. You\u2019re unique. You\u2019re magnetic. You\u2019re Tyler-Tactified \uD83D\uDE1C\"}),/*#__PURE__*/e(\"p\",{children:\"Here\u2019s how to prove you\u2019re capable (without a portfolio):\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Rake in the social proof\"}),\": Make sure that you\u2019re always \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"client-satisfaction-surveys-a-comprehensive-guide-for-architects\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"olZd6nCK2\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"asking for feedback\"})}),\", earning \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"irresistible-testimonials-the-3-parts-of-high-quality-architecture-firm-testimonials\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"IwapIiRmJ\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"irresistible testimonials\"})}),\", and creating attention-grabbing \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"pas-framework-how-architects-write-case-studies-that-attract-high-quality-clients\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"lgqMNyrl4\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"case studies\"})}),\". Share this social proof as a \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"sidekicks-how-to-frame-architecture-clients-as-the-hero\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"y6mz5f9Or\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Marvel-worthy story\"})}),\" (and don\u2019t forget that \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"sidekicks-how-to-frame-architecture-clients-as-the-hero\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"y6mz5f9Or\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"you\u2019re the sidekick\"})}),\" in the story!).\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Show your attention-to-detail\"}),\": Small details combine to prove capability. Make sure your office is clean and organized. Answer questions clearly. Tell your receptionist to welcome prospective clients by their first name before they say their name (that\u2019ll really blow their mind). This is a team effort. Trust is earned at the individual and team level.\"]})})]}),/*#__PURE__*/e(\"h3\",{children:\"03 // Empathy\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"em\",{children:\"Does this architect understand me?\"})}),/*#__PURE__*/e(\"p\",{children:\"It\u2019s easy to forget that behind every project, there\u2019s a person with dreams, fears, and a penchant for late-night ice cream binges. (Or maybe that\u2019s just me? \uD83D\uDE0F)\"}),/*#__PURE__*/e(\"p\",{children:\"Meetings with prospective clients are not about you. Don\u2019t be the architect that interrupts a client's story to brag about their trip to Italy. Don\u2019t be the architect that ignores their client\u2019s call for help. Don\u2019t be the architect that doesn\u2019t believe any client knows what they\u2019re talking about.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Be the architect that makes the client feel heard and understood.\"})}),/*#__PURE__*/e(\"p\",{children:\"Here's how to ace the empathy game:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"building-rapport-how-architects-gain-favor-with-clients\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"NpdFDQCdh\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:/*#__PURE__*/e(\"strong\",{children:\"Build rapport\"})})}),\": Don\u2019t jump straight into business. Begin with a little chit-chat. Do your homework to find something that you and your prospect can both relate to. And don\u2019t move onto business until that connection is felt.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Don your detective hat\"}),\": Dive deep. Ask \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"toff-framework-the-architect-s-guide-to-asking-great-questions\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"a4Kue1E1l\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"great questions\"})}),\". Chase their \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"pain-points-how-architects-identify-exactly-what-clients-need\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"y_SMOkcZG\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"pain points\"})}),\". Learn what keeps them up at night.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Echo their feelings\"}),\": Listen, nod, and when possible, relate to your client. Even better, repeat and confirm what you think your client is saying. It assures them that they're heard.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Engage on social media\"}),\": As I said at the beginning, trust is multifaceted. But it\u2019s also multichannel. You can build trust outside of client meetings. Prime your prospects to trust you by using social media. Share content that is \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"content-matrix-how-architects-generate-endless-social-media-post-ideas\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"SDQqcLSKO\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"genuinely valuable\"})}),\" to your target audience. (Use a \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"content-matrix-how-architects-generate-endless-social-media-post-ideas\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"SDQqcLSKO\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"content matrix\"})}),\" to get started.)\"]})})]}),/*#__PURE__*/e(\"h2\",{children:\"TL;DR\"}),/*#__PURE__*/e(\"p\",{children:\"Trust is the foundation of a solid client relationship. And it makes winning projects wayyyyyy easier. Here\u2019s the trio of elements that earn client trust:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Integrity\"}),\": Does this architect want to help me?\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Capability\"}),\": Can this architect help me?\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Empathy\"}),\": Does this architect understand me?\"]})})]}),/*#__PURE__*/e(\"p\",{children:\"I trust you can do it \uD83D\uDE42\"})]});export const richText5=/*#__PURE__*/t(n.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"Imagine you're a fly on the wall in your architecture firm\u2019s conference room. I was, in a sense, when I was just starting out. I was buzzing with anticipation, waiting to see some sparks fly, perhaps a juicy argument. And boy, was I in for a treat.\"}),/*#__PURE__*/e(\"p\",{children:\"It was a gloomy Thursday afternoon, and the atmosphere in the room was thick. The firm's principal was squared off against a client who had a gleam in their eye - they were dead set on using this particular material for their project.\"}),/*#__PURE__*/e(\"p\",{children:\"But there was a catch: the material, although popular, was a typical trendy choice \u2013 good-looking but not necessarily smart or durable. It was overpriced, tended to wear out super fast, and manufactured without any sense for sustainability. Hard pass!\"}),/*#__PURE__*/e(\"p\",{children:\"You can relate, right? There's always that one client who's read one too many design magazines and thinks they're the next Zaha or Bjarke. This client was no different. They were all in, giddy about the shiny (and honestly, sub-par) material they had set their heart on.\"}),/*#__PURE__*/e(\"p\",{children:\"If we had a nickel for every time we thought a client conversation was about to go south, we'd have\u2026 well, a lot of nickels. The clock ticked on. I was expecting World War III \u2013 material choices are like kryptonite for architects. But, within what felt like a mere blink of an eye, the room's dynamics shifted dramatically. The client, who had been all fire and fury a moment ago, was now nodding, seemingly convinced by the principal's alternative material suggestion.\"}),/*#__PURE__*/e(\"p\",{children:\"Mind = Blown \uD83E\uDD2F\"}),/*#__PURE__*/e(\"p\",{children:'Curiosity got the better of me and, after the meeting, I cornered the principal. \"What magic potion did you just serve?\" I half-joked. \"I was all set for a cage match!\"'}),/*#__PURE__*/e(\"p\",{children:\"They laughed. \u201CSmall things can make a big impact,\u201D they said. With a knowing smile, the principal revealed a play-by-play of the conversation from their perspective. Three power-packed techniques had just worked their charm.\"}),/*#__PURE__*/e(\"p\",{children:\"And let me tell you, I've been wielding these techniques ever since. Any time I see a difficult conversation on the horizon, these three seemingly insignificant details make all the difference. Ready for some magic beans? Here they are:\"}),/*#__PURE__*/e(\"h2\",{children:\"01 // Start with enthusiasm\"}),/*#__PURE__*/e(\"p\",{children:\"Imagine being prepped for a meeting where you expect conflict. Your shoulders are tense, your brows are furrowed, and you're already strategizing your escape route to the nearest coffee shop. But what if the first thing you hear is, \\\"I'm genuinely excited about this chat!\\\"? Boom! You're taken off guard, right?\"}),/*#__PURE__*/e(\"p\",{children:\"Clients are no different. Starting with excitement does a mental flip for them. It reassures them that you're not there to lock horns. Instead, you're genuinely interested in what they have to say.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Example in Action:\"})}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:'Client: \"I think this material is perfect for our design.\"'})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"You: \\\"I'm so excited you have a vision for this project! Let's chat about that material and explore its potential together.\\\"\"})})]}),/*#__PURE__*/e(\"p\",{children:\"See the difference? It's not about shoving your perspective down their throat but creating an open space where both voices matter.\"}),/*#__PURE__*/e(\"h2\",{children:\"02 // Affirm everything, every time\"}),/*#__PURE__*/e(\"p\",{children:\"Nobody likes to be shut down. And yet, how often have we been quick to say, \\\"No, that won't work\\\"? Here's the trick: Instead of leading with the negatives, we lead with affirmation, even if we\u2019re eventually steering the conversation towards a different conclusion.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Example in Action:\"})}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:'Client: \"I really believe this material is the best option.\"'})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:'You: \"Yes, I totally see where you\\'re coming from. That material has some fantastic visual appeal. Out of curiosity, have you considered its longevity and price point?\"'})})]}),/*#__PURE__*/e(\"p\",{children:\"The client doesn't feel attacked. They feel heard. And while you're affirming their perspective, you're also nudging them gently towards broader considerations. It\u2019s better to guide them toward the right decision rather than tell them that their current decision is wrong. (read that again - it\u2019s important!)\"}),/*#__PURE__*/e(\"h2\",{children:\"03 // Name drop (in a good way)\"}),/*#__PURE__*/e(\"p\",{children:'This is the golden nugget of conversational techniques. There\u2019s a reason why Dale Carnegie, in his iconic book \"How to Win Friends and Influence People,\" declared that a person\\'s name is, to them, the sweetest sound in any language.'}),/*#__PURE__*/e(\"p\",{children:\"Using a person's name in conversation makes them feel acknowledged and important. It's not about being a slick talker; it's about fostering connection.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Example in Action:\"})}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:'Client: \"I\\'m not sure about changing the material.\"'})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"You: \\\"I get that, Laura. It's a big decision. Let's weigh the pros and cons together.\\\"\"})})]}),/*#__PURE__*/e(\"p\",{children:\"It's subtle, but the effect? Monumental.\"}),/*#__PURE__*/e(\"h2\",{children:\"TL;DR\"}),/*#__PURE__*/e(\"p\",{children:\"Difficult client conversations don\u2019t have to be akin to diffusing a bomb. Sometimes, all you need are a few simple techniques to steer the discussion towards a win-win. It\u2019s not about telling the client that they\u2019re wrong. It\u2019s about helping them realize what\u2019s right. So, the next time you're gearing up for a cage match, remember:\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Start with enthusiasm\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Affirm everything, every time\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Name drop (in a good way)\"})})]}),/*#__PURE__*/t(\"p\",{children:[\"And \",/*#__PURE__*/e(\"em\",{children:\"please\"}),\" send me an email after you try this for the first time. I want to hear if it blows your mind too.\"]}),/*#__PURE__*/e(\"p\",{children:\"Here's to smooth sailing in those choppy client conversation waters. \uD83D\uDEA4\"})]});export const richText6=/*#__PURE__*/t(n.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"Think about this: your website is the gateway to your architectural expertise. But visitors are coming in with pockets full of questions.\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Is this the right firm for me?\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"How do you handle budget concerns?\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"What's your design process?\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"How long is this going to take?\"})})]}),/*#__PURE__*/e(\"p\",{children:'You might think that flaunting your portfolio will sweep those questions under the rug. \"Let the work speak for itself,\" you reason. But hold on \u2013 those questions don\\'t just disappear. They lurk.'}),/*#__PURE__*/e(\"p\",{children:\"Potential clients are seeking answers instantly. They land on your site eager to explore the possibilities you offer. But when their burning questions go unanswered, a gap forms between their expectations and your services.\"}),/*#__PURE__*/e(\"p\",{children:\"This disconnect can lead to frustration and confusion, making them more likely to bounce off your site and seek answers elsewhere. That\u2019s not the outcome we want.\"}),/*#__PURE__*/e(\"p\",{children:\"Unanswered questions are missed opportunities for a meaningful conversation. They're windows into the minds of your potential clients revealing their concerns, priorities, and aspirations, hoping for a reassuring voice to guide them.\"}),/*#__PURE__*/e(\"p\",{children:\"By not addressing these questions upfront, you hinder the chance to build a strong foundation of trust and understanding. And let\u2019s face it, in the world of architecture, those missed connections and misalignments make all the difference between sealing the deal and losing out on high-quality clients.\"}),/*#__PURE__*/e(\"p\",{children:\"So what\u2019s the solution?\"}),/*#__PURE__*/e(\"h2\",{children:\"The FAQ Advantage\"}),/*#__PURE__*/e(\"p\",{children:\"A frequently asked questions (FAQ) section is like a secret weapon. It doesn\u2019t just answer questions - it demonstrates your commitment to clarity and client care. FAQs show that you value client concerns and you're willing to go the extra mile to ensure they have a seamless and enjoyable experience.\"}),/*#__PURE__*/e(\"p\",{children:\"But it has other benefits, as well\u2026\"}),/*#__PURE__*/e(\"h3\",{children:\"01 // Boost SEO power\"}),/*#__PURE__*/e(\"p\",{children:\"Search engines love content that provides value. Good SEO = free organic traffic. By answering common questions, you're not only serving your audience but also boosting your website's search engine visibility.\"}),/*#__PURE__*/e(\"p\",{children:\"As search engine crawlers scour the web for meaningful content, your well-crafted answers shine brightly, signaling their relevance and usefulness. This can lead to higher search engine rankings, meaning more eyes on your website and more potential clients knocking on your virtual door. (Below I\u2019ll show you how to find SEO keywords to add to your FAQ page.)\"}),/*#__PURE__*/e(\"h3\",{children:\"02 // Build trust and transparency\"}),/*#__PURE__*/e(\"p\",{children:\"Trust and transparency are the cornerstone of any successful partnership. When visitors find answers, they see you as more than just an architect. You become a reliable resource, and trust becomes the foundation of your relationship.\"}),/*#__PURE__*/e(\"p\",{children:\"Clear and concise answers to burning questions make you (and your website) an authority figure for potential clients. This trust forms a bridge that spans the gap between curiosity and commitment, making high-quality clients more likely to choose you as their architect.\"}),/*#__PURE__*/e(\"h3\",{children:\"03 // Conversion catalyst\"}),/*#__PURE__*/e(\"p\",{children:\"A well-crafted FAQ section leads to more engagement. Visitors come with questions, stay for answers, and leave with a deeper understanding of your expertise. It will decrease bounce rate and increase time on your site - two components that also improve SEO.\"}),/*#__PURE__*/e(\"p\",{children:\"A visitor who lands on your FAQ page/section is already displaying interest \u2013 they're hungry for knowledge and seeking a connection. As they explore your answers and insights, they're immersing themselves in your expertise, and getting one step closer to transforming from curious visitors to a new opportunity for your firm.\"}),/*#__PURE__*/e(\"h2\",{children:\"Your FAQ strategy\"}),/*#__PURE__*/t(\"p\",{children:[\"Now that you know \",/*#__PURE__*/e(\"em\",{children:\"why\"}),\" you want FAQs on your website, let\u2019s cover the best tactics for \",/*#__PURE__*/e(\"em\",{children:\"how\"}),\" to gather the best FAQs.\"]}),/*#__PURE__*/e(\"h3\",{children:\"01 // Use your experience\"}),/*#__PURE__*/e(\"p\",{children:\"Start by jotting down the questions you frequently encounter. Put yourself in your clients' shoes and think about the information they're hungry for.\"}),/*#__PURE__*/e(\"p\",{children:\"For example, when I ran my studio I used to get a ton of questions around timing and process. Questions like:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"How long will it take to finish the project?\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"When will we see a first draft of the design?\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"How frequently will we meet and hear from you?\"})})]}),/*#__PURE__*/e(\"p\",{children:\"Think about questions that naturally arise. What information would empower them to take the next step?\"}),/*#__PURE__*/e(\"h3\",{children:\"02 // Harness the web\"}),/*#__PURE__*/t(\"p\",{children:[\"Use search engines to uncover common questions people have in the architectural world. It's like having a cheat sheet into how \",/*#__PURE__*/e(i,{href:\"https://www.google.com/\",nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Google\"})}),\" prioritizes content.\"]}),/*#__PURE__*/e(\"p\",{children:\"For example, type in relevant keywords and let the autocomplete feature reveal the questions people are asking.\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,ORyq7n6tUkyFXPToGJVfJfM9Do.png\",\"data-framer-height\":\"1080\",\"data-framer-width\":\"1080\",height:\"540\",src:\"https://framerusercontent.com/images/ORyq7n6tUkyFXPToGJVfJfM9Do.png\",srcSet:\"https://framerusercontent.com/images/ORyq7n6tUkyFXPToGJVfJfM9Do.png?scale-down-to=512 512w,https://framerusercontent.com/images/ORyq7n6tUkyFXPToGJVfJfM9Do.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/ORyq7n6tUkyFXPToGJVfJfM9Do.png 1080w\",style:{aspectRatio:\"1080 / 1080\"},width:\"540\"}),/*#__PURE__*/e(\"p\",{children:\"From the example above, it\u2019s clear that there are lots of questions around what markets local architects serve. So you could include questions like:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"What markets do you serve in [your region]?\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Do you offer residential services in [your region]?\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Do you offer commercial services in [your region]?\"})})]}),/*#__PURE__*/e(\"p\",{children:\"Two other areas to check for SEO-inspired FAQs are the \u201CPeople also ask\u201D section and the suggested searches at the bottom of your search (scroll all the way down in your search to see it).\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,2fc5t8ptvDhmo1pvZSQ34UDnGQ.png\",\"data-framer-height\":\"1080\",\"data-framer-width\":\"1080\",height:\"540\",src:\"https://framerusercontent.com/images/2fc5t8ptvDhmo1pvZSQ34UDnGQ.png\",srcSet:\"https://framerusercontent.com/images/2fc5t8ptvDhmo1pvZSQ34UDnGQ.png?scale-down-to=512 512w,https://framerusercontent.com/images/2fc5t8ptvDhmo1pvZSQ34UDnGQ.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/2fc5t8ptvDhmo1pvZSQ34UDnGQ.png 1080w\",style:{aspectRatio:\"1080 / 1080\"},width:\"540\"}),/*#__PURE__*/e(\"p\",{children:\"Now we have even more great questions to add like:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"How do I choose a [your market] architect?\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Should I hire an architect to design [your service]?\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"How do I hire an architect to design [your service]?\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Do you provide modern designs for [your service]?\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"How are you different than [primary competitor]?\"})})]}),/*#__PURE__*/e(\"p\",{children:\"Congrats, you\u2019ve struck SEO gold.\"}),/*#__PURE__*/e(\"h3\",{children:\"03 // Actively listen\"}),/*#__PURE__*/t(\"p\",{children:[\"Lastly, now that you know you\u2019re gathering FAQs, listen more closely in your conversations with clients and potential clients in the coming weeks. What are their followup questions to your \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"toff-framework-the-architect-s-guide-to-asking-great-questions\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"a4Kue1E1l\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"awesome questions\"})}),\" and \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"pain-points-how-architects-identify-exactly-what-clients-need\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"y_SMOkcZG\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"pain-finders\"})}),\"?\"]}),/*#__PURE__*/e(\"p\",{children:\"Whether you're chatting over the phone or engaging in a face-to-face consultation, pay close attention to the questions they raise \u2013 these recurring themes indicate what truly matters to your audience.\"}),/*#__PURE__*/e(\"h2\",{children:\"TL;DR\"}),/*#__PURE__*/e(\"p\",{children:\"Create a dedicated FAQ page or section on your website to address the burning questions of your website visitors (i.e. potential clients). FAQs boost SEO, build trust, and increase conversions. To build an FAQ list:\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Use your experience\"}),\": Think about what questions your clients ask you early in your conversations.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Harness the web\"}),\": Use the bonus content of auto-fills, additional questions, and suggested searches to inspire your questions.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Actively listen\"}),\": Keep FAQs top of mind as you navigate client conversations to capture the questions that matter most.\"]})})]}),/*#__PURE__*/e(\"p\",{children:\"Pretty FAQ-tastic, right? \uD83D\uDE42\"})]});export const richText7=/*#__PURE__*/t(n.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"I had an alarming realization this week.\"}),/*#__PURE__*/t(\"p\",{children:[\"I spend so much time writing about how you can attract high-quality clients that I\u2019ve neglected the other side of the coin: \",/*#__PURE__*/e(\"strong\",{children:\"avoiding low-quality clients.\"}),\" We\u2019ve all experienced the pitfalls of low-quality clients at some point in our career:\"]}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Loss of talent\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Endless scope creep\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Long hours due to unrealistic expectations\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Burnout that results from mental and emotional exhaustion from clients\"})})]}),/*#__PURE__*/e(\"p\",{children:\"We don\u2019t want that. But sometimes it seems difficult to identify a low-quality client before getting a signed contract.\"}),/*#__PURE__*/e(\"p\",{children:\"Picture this: you're presented with a golden opportunity, an awesome project that gets your team excited. But as the project unfolds, you find yourself entangled in a web of misunderstandings, scope creep, and unmet expectations. Does this sound familiar?\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"This scenario often stems from underestimating the significance of red flags during those pivotal initial client interactions.\"})}),/*#__PURE__*/e(\"p\",{children:\"Here's the catch \u2013 many architects, in their eagerness to secure projects, tend to overlook those blinking warning signs. The thrill of winning a project can cloud their judgment, causing them to downplay potential hazards. And if you only focus on \u201Cgetting the project\u201D then you\u2019re far more likely to experience a consistent flow of low-quality clients.\"}),/*#__PURE__*/e(\"p\",{children:\"Aligning yourself with the wrong client can lead to a whirlwind of wasted effort, budget overruns, and a team teetering on the brink of exhaustion. If your visions don't align right from the start, you're setting yourself up for a bumpy ride that might end in disappointment.\"}),/*#__PURE__*/e(\"p\",{children:\"So what are these \u201Cred flags\u201D that should catch your attention?\"}),/*#__PURE__*/e(\"h2\",{children:\"01 // Bad past experiences\"}),/*#__PURE__*/e(\"p\",{children:\"Clients with a history of bad experiences might indicate indecision or difficulties in effective communication, both of which can escalate into prolonged project challenges.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Listen for statements like:\"})}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:'\uD83D\uDEA9\\xa0\"Our previous architect was a nightmare to deal with.\"'})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:'\uD83D\uDEA9\\xa0\"We had countless issues during our last project.\"'})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:'\uD83D\uDEA9\\xa0\"We had to sever ties with our previous architect.\"'})})]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"What to do when you hear it:\"})}),/*#__PURE__*/e(\"p\",{children:\"It's time to play detective! Dive into the specifics of these past experiences. Uncover the underlying causes, gauge their expectations, and determine whether their vision harmonizes with your project approach.\"}),/*#__PURE__*/e(\"h2\",{children:\"02 // Unrealistic expectations\"}),/*#__PURE__*/e(\"p\",{children:\"Unrealistic expectations may suggest a client who isn't fully aware of the practical constraints or intricate dynamics of architectural projects.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Listen for statements like:\"})}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:'\uD83D\uDEA9\\xa0\"I want a unique design, but I have a tight budget.\"'})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:'\uD83D\uDEA9\\xa0\"I need this project completed in a short timeframe.\"'})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"\uD83D\uDEA9\\xa0 \\\"I'm envisioning a design that's truly revolutionary and groundbreaking.\\\"\"})})]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"What to do when you hear it:\"})}),/*#__PURE__*/e(\"p\",{children:\"Validate their aspirations while gently nudging them towards a more grounded understanding of the project's scope, timeline, and financial parameters. A sprinkle of real-world examples and clear explanations can help align their expectations. Closely monitor their reaction, response, and understanding.\"}),/*#__PURE__*/e(\"h2\",{children:\"03 // Lack of clarity or commitment\"}),/*#__PURE__*/e(\"p\",{children:\"A lack of clarity or commitment might indicate a client struggling with uncertainty, making it challenging to navigate the project seamlessly.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Listen for statements like:\"})}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:'\uD83D\uDEA9\\xa0\"Let\\'s jump in and figure things out as we go.\"'})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"\uD83D\uDEA9\\xa0\\\"I'm not entirely sure what I want yet, but I'll know it when I see it.\\\"\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:'\uD83D\uDEA9\\xa0\"I\\'ve worked with several architects, none of whom truly grasped my vision.\"'})})]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"What to do when you hear it:\"})}),/*#__PURE__*/t(\"p\",{children:[\"Become their guiding light! Delve into their goals, \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"pain-points-how-architects-identify-exactly-what-clients-need\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"y_SMOkcZG\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"unravel their pain points\"})}),\", and initiate a comprehensive discussion about their vision. Outline your approach, emphasizing the significance of collaboration and clarity to create a project that truly reflects their goals.\"]}),/*#__PURE__*/e(\"h2\",{children:\"Pause and ask questions\"}),/*#__PURE__*/e(\"p\",{children:\"A red flag statement shouldn\u2019t be an immediate disqualification. It\u2019s simply a cause for curiosity.\"}),/*#__PURE__*/t(\"p\",{children:[\"Pause the direction of the conversation and go down the rabbit hole of their statement. It\u2019s important to understand the core issue by \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"toff-framework-the-architect-s-guide-to-asking-great-questions\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"a4Kue1E1l\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"asking great questions\"})}),\", listening intently, and validating legitimate concerns.\"]}),/*#__PURE__*/e(\"p\",{children:\"In the end, you need to trust your gut.\"}),/*#__PURE__*/e(\"h2\",{children:\"TL;DR\"}),/*#__PURE__*/t(\"p\",{children:[\"Not every opportunity is a diamond in the rough. Some projects come bearing unmistakable red flags, indicating potential roadblocks. Your mission? Sharpen your instincts, lend an attentive ear, pose \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"pain-points-how-architects-identify-exactly-what-clients-need\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"y_SMOkcZG\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"probing questions\"})}),\", and decipher these signals to decide whether a project holds promise or peril.\"]}),/*#__PURE__*/e(\"p\",{children:\"Listen for:\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Bad past experiences\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Unrealistic expectations\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Lack of clarity or commitment\"})})]}),/*#__PURE__*/e(\"p\",{children:\"Stay watchful and reserve your world-class talent for world-class clients \uD83D\uDE42\"})]});export const richText8=/*#__PURE__*/t(n.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"Picture this: you've poured your heart and soul into your architecture firm's website, and yet, potential clients land on your page only to vanish within seconds!\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"The culprit? An underwhelming above-the-fold section.\"})}),/*#__PURE__*/t(\"p\",{children:[\"That\u2019s the section at the top of your homepage that visitors see immediately upon entering (i.e. what a visitor will see \",/*#__PURE__*/e(\"em\",{children:\"before\"}),\" they begin scrolling). Visitors aren\u2019t sticking around, and those precious project inquiries are slipping through your fingers like sand.\"]}),/*#__PURE__*/e(\"p\",{children:\"It's a common trap to stuff more portfolio images and generic copy into that prime real estate. Unfortunately, sprinkling more images or different images won't magically captivate your visitors. Instead, it can create clutter and confusion, leaving them scratching their heads and clicking away.\"}),/*#__PURE__*/e(\"p\",{children:\"In my experience, this is what a lot of above-the-fold sections look like on most architecture websites:\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,d5XxjZKYEje6hexUcUPUL8XyX8.png\",\"data-framer-height\":\"772\",\"data-framer-width\":\"1440\",height:\"386\",src:\"https://framerusercontent.com/images/d5XxjZKYEje6hexUcUPUL8XyX8.png\",srcSet:\"https://framerusercontent.com/images/d5XxjZKYEje6hexUcUPUL8XyX8.png?scale-down-to=512 512w,https://framerusercontent.com/images/d5XxjZKYEje6hexUcUPUL8XyX8.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/d5XxjZKYEje6hexUcUPUL8XyX8.png 1440w\",style:{aspectRatio:\"1440 / 772\"},width:\"720\"}),/*#__PURE__*/t(\"p\",{children:[\"Basically, one or multiple larger images with a very general statement. How does this make you feel? \",/*#__PURE__*/e(\"strong\",{children:\"Instead of making visitors feel welcome and intrigued, they probably feel a bit underwhelmed and maybe even confused.\"}),\" They\u2019re wondering:\"]}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Are they the right fit for me?\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"What if I don\u2019t want my house to look like that?\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Where do I click if I want to talk to someone?\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"What makes this firm different?\"})})]}),/*#__PURE__*/e(\"p\",{children:\"Even though the example plays into an architect\u2019s \u201Cminimal\u201D aesthetic, it doesn\u2019t speak to their audience. It's a bit like handing someone a messy puzzle \u2013 they'll likely walk away without even trying to put the pieces together.\"}),/*#__PURE__*/e(\"p\",{children:\"So what\u2019s the solution? Above-the-fold is prime real estate, and you want to make every pixel count. Pack a punch right at the top, enticing visitors to reach out to you with a high-quality opportunity.\"}),/*#__PURE__*/e(\"p\",{children:\"Here\u2019s an example of a high-converting above-the-fold design:\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,NdPrIB3DNCBx4icgLL15fCCvE.png\",\"data-framer-height\":\"521\",\"data-framer-width\":\"1440\",height:\"260\",src:\"https://framerusercontent.com/images/NdPrIB3DNCBx4icgLL15fCCvE.png\",srcSet:\"https://framerusercontent.com/images/NdPrIB3DNCBx4icgLL15fCCvE.png?scale-down-to=512 512w,https://framerusercontent.com/images/NdPrIB3DNCBx4icgLL15fCCvE.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/NdPrIB3DNCBx4icgLL15fCCvE.png 1440w\",style:{aspectRatio:\"1440 / 521\"},width:\"720\"}),/*#__PURE__*/e(\"p\",{children:\"How does this make you feel? Imagine if you\u2019re a \u201Cgrowing family\u201D - this firm\u2019s ideal client. Do you think they\u2019ll feel like this is the right firm for them? Will they be interested in meeting with the firm about a home addition?\"}),/*#__PURE__*/e(\"p\",{children:\"There\u2019s actually 5 very powerful things working together in the example to make a visitor far more likely to click that CTA and book a meeting before ever scrolling through the rest of the website.\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,N0xk4jYW3TMffPEUkx8ik1e7wo.png\",\"data-framer-height\":\"521\",\"data-framer-width\":\"1440\",height:\"260\",src:\"https://framerusercontent.com/images/N0xk4jYW3TMffPEUkx8ik1e7wo.png\",srcSet:\"https://framerusercontent.com/images/N0xk4jYW3TMffPEUkx8ik1e7wo.png?scale-down-to=512 512w,https://framerusercontent.com/images/N0xk4jYW3TMffPEUkx8ik1e7wo.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/N0xk4jYW3TMffPEUkx8ik1e7wo.png 1440w\",style:{aspectRatio:\"1440 / 521\"},width:\"720\"}),/*#__PURE__*/e(\"p\",{children:\"Let\u2019s dive in!\"}),/*#__PURE__*/e(\"h2\",{children:\"01 // Headline\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"code\",{children:\"Sustainable home additions for growing families without going over budget.\"})}),/*#__PURE__*/t(\"p\",{children:[\"If you\u2019ve been reading my newsletter long enough then you probably already recognize the headline - it\u2019s a \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"transformation-statement-how-to-differentiate-your-architecture-firm\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"MCy6KEz3T\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"transformation statement\"})}),\"!\"]}),/*#__PURE__*/e(\"p\",{children:\"It\u2019s laser-focused on a target audience and showcases a unique differentiation. Your transformation statement is the key to unlocking the curiosity and attention of your potential clients.\"}),/*#__PURE__*/e(\"p\",{children:\"Here\u2019s the template:\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"We help\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"[X]\"}),\"\\xa0design/create\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"[Y]\"}),\"\\xa0with/out\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"[Z]\"}),\".\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"We design/create\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"[Y]\"}),\"\\xa0for\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"[X]\"}),\"\\xa0with/out\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"[Z]\"}),\".\"]})})]}),/*#__PURE__*/t(\"p\",{children:[\"Where [X] is a starting point, [Y] is an end point, and [Z] is differentiation. Feel free to \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"transformation-statement-how-to-differentiate-your-architecture-firm\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"MCy6KEz3T\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"dive in here\"})}),\" for a refresher.\"]}),/*#__PURE__*/e(\"p\",{children:\"Transformation statements are powerful because they\u2019re short and answer 3 big questions that visitors will have:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Who do you serve? (starting point)\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"What do you help them do? (end point)\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Why should I care? (differentiation)\"})})]}),/*#__PURE__*/e(\"h2\",{children:\"02 // Social proof\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"code\",{children:\"\u201CThe team at ABC Architects helped us to identify our needs and build our dream home without breaking the bank. They truly understood what we wanted and welcomed us into their process.\u201D\u2014Rachel Smith, Charlotte, NC\"})}),/*#__PURE__*/e(\"p\",{children:\"The proof is in the pudding! The most powerful forms of social proof are:\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"irresistible-testimonials-the-3-parts-of-high-quality-architecture-firm-testimonials\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"IwapIiRmJ\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Irresistible testimonials\"})})})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Engaging numbers or metrics\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Logos (for commercial sectors)\"})})]}),/*#__PURE__*/e(\"p\",{children:\"Don't underestimate the power of amazing testimonials. Genuine feedback from happy clients can work wonders in building trust and credibility.\"}),/*#__PURE__*/t(\"p\",{children:[\"If you don\u2019t have an \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"irresistible-testimonials-the-3-parts-of-high-quality-architecture-firm-testimonials\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"IwapIiRmJ\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"irresistible testimonial\"})}),\", then dive into some numbers. Highlight the number of satisfied clients or the total value created through your work. Numbers speak volumes and add a sense of authority to your claims.\"]}),/*#__PURE__*/e(\"p\",{children:\"Lastly, if you serve a lot of commercial clients, then logos can be very helpful. It\u2019s common to see a logo carousel toward the bottom of the above-the-fold section that showcases popular and impressive customers or partners.\"}),/*#__PURE__*/e(\"h2\",{children:\"03 // Call to action (CTA)\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"code\",{children:\"MEET WITH US\"})}),/*#__PURE__*/t(\"p\",{children:['No more boring \"Contact Us\" buttons - ',/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"call-to-action-6-powerful-contact-us-alternatives-for-architecture-websites\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"RqE7NxhOu\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"they don\u2019t work\"})}),\"!\"]}),/*#__PURE__*/e(\"p\",{children:\"Turn that button into an action-packed invitation. Tell visitors what happens when they click \u2013 it's all about making them feel comfortable and eager to engage. Your call to action should do 2 things:\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Tell visitors exactly what happens when they click it. In this example, it\u2019s clear that a visitor will meet with the firm.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Feel easy and welcoming. In this example, the button is blue which feels trustworthy.\"})})]}),/*#__PURE__*/e(\"h2\",{children:\"04 // Objection handling\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"code\",{children:\"No obligations. Just free advice.\"})}),/*#__PURE__*/e(\"p\",{children:\"Sometimes it\u2019s conscious. Sometimes it\u2019s sub-conscious. But every time someone visits a website, they have hidden objections. And those objections will be bursting at the seams as they consider clicking your CTA.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Addressing common objections head-on is like a booster (or security blanket) for your CTA.\"})}),/*#__PURE__*/e(\"p\",{children:\"The three most common objections experienced by firm website visitors are:\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"I don\u2019t want to be \u201Csold\u201D to.\"}),\" In the example, this is being alleviated by \u201Cno obligations\u201D.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"I don\u2019t want to spend a bunch of money.\"}),\" In the example, the word \u201Cfree\u201D is mentioned in addition to the headline and testimonial addressing budget concerns.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"I don\u2019t know how long this will take.\"}),\" This one isn\u2019t addressed in the above example as it may not always makes sense to address all of these at one time. But if ABC Architects wanted to add it, they could say something like, \u201CJust free advice in under 30 minutes.\u201D\"]})})]}),/*#__PURE__*/e(\"h2\",{children:\"05 // Visual Support\"}),/*#__PURE__*/e(\"p\",{children:\"Any visual should be the Robin to your copy's Batman!\"}),/*#__PURE__*/e(\"p\",{children:\"Only use images that directly support your message, and consider adding friendly faces looking towards your CTA. Notice how the toddler\u2019s head is ever-so-slightly turned toward the CTA? Studies have shown that actually improves click-rates!\"}),/*#__PURE__*/e(\"p\",{children:\"You\u2019re probably thinking, \u201CBut Tyler, the image doesn\u2019t even have any \u2018architecture\u2019 in it!\u201D and you\u2019d be right. It doesn\u2019t.\"}),/*#__PURE__*/e(\"p\",{children:\"But the copy on the left is all about family. The audience is growing families. The ideal client is going to be a parent. What do you think will catch their attention more - an image of your best project or an image of family loving their new space?\"}),/*#__PURE__*/e(\"p\",{children:\"As a parent, I\u2019ll bet on the latter every day.\"}),/*#__PURE__*/e(\"h2\",{children:\"TL;DR\"}),/*#__PURE__*/e(\"p\",{children:\"Don't let lost opportunities haunt your above-the-fold design. Tell visitors exactly what they want to hear before they ever scroll through your website.\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,N0xk4jYW3TMffPEUkx8ik1e7wo.png\",\"data-framer-height\":\"521\",\"data-framer-width\":\"1440\",height:\"260\",src:\"https://framerusercontent.com/images/N0xk4jYW3TMffPEUkx8ik1e7wo.png\",srcSet:\"https://framerusercontent.com/images/N0xk4jYW3TMffPEUkx8ik1e7wo.png?scale-down-to=512 512w,https://framerusercontent.com/images/N0xk4jYW3TMffPEUkx8ik1e7wo.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/N0xk4jYW3TMffPEUkx8ik1e7wo.png 1440w\",style:{aspectRatio:\"1440 / 521\"},width:\"720\"}),/*#__PURE__*/e(\"p\",{children:\"The 5 components of a powerful above-the-fold design are:\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"A headline with a transformation statement\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Social proof with numbers, testimonials, or logos.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"A call-to-action that tells visitors exactly what will happen.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Objection-handling that addresses common concerns.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Visual(s) that support the copy.\"})})]}),/*#__PURE__*/e(\"p\",{children:\"With the right above-the-fold formula, you'll turn visitors into eager clients, unlocking the more potential in your website.\"})]});export const richText9=/*#__PURE__*/t(n.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"For quite some time, the architecture industry has primarily relied on three fee structures: the fixed fee, the hourly fee, and the percentage of construction cost.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"In the 2022 AIA Firm Survey Report, 99% of firms claimed their fees follow one of these three structures.\"})}),/*#__PURE__*/e(\"p\",{children:\"99%! That\u2019s crazy. (In case you\u2019re curious, the other 1% was a cost per square foot model). Stats like that make me wonder\u2026are we missing something? By sticking to the traditional fee options, we could be missing out on some real opportunity to expand the industry and improve the value perception of architects. Are there alternative fee structures that architects haven't explored yet?\"}),/*#__PURE__*/e(\"p\",{children:\"The world is always changing, and so are your prospects and clients. They experience different purchasing options in other areas of their lives. In the last 10 years, there\u2019s been an explosion of different payment options from subscriptions (think Netflix, Hulu, Spotify, etc) to micro-loans (think Shop or Affirm). By exploring alternative fee structures, architects can tap into their clients' familiarity with different models, better serve their clients, and even improve firm finances in the process. It's a win-win-win situation.\"}),/*#__PURE__*/e(\"p\",{children:\"What if we broaden our horizons and take inspiration from other industries and fee structures? Let's shake things up:\"}),/*#__PURE__*/e(\"h2\",{children:\"01 // Lawyers\"}),/*#__PURE__*/e(\"p\",{children:\"Lawyers typically charge a substantial upfront retainer fee for a specified number of hours of work, providing clients with a clear commitment of their services.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Example for architects: $10k retainer for 50 hours of work.\"})}),/*#__PURE__*/e(\"p\",{children:\"This is different than how architects use retainers today. If an architect captures a retainer at the beginning of a project, then it\u2019s typically not applied until the final invoice of the project. Meaning it\u2019s more of a down payment that acts as a safety net throughout the project.\"}),/*#__PURE__*/e(\"p\",{children:\"Lawyers, on the other hand, only devote hours to work for which they have already been paid.\"}),/*#__PURE__*/e(\"p\",{children:\"Pros:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Clear boundaries are set with clients, reducing scope creep and potential disputes.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Familiar model for clients who have worked with lawyers, establishing a sense of trust and professionalism.\"})})]}),/*#__PURE__*/e(\"p\",{children:\"Cons:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Could delay the design process and/or momentum by waiting to receive retainers prior to continuing work.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Could limit ongoing engagement with clients as they might be less inclined to seek additional services beyond the initial retainer.\"})})]}),/*#__PURE__*/e(\"h2\",{children:\"02 // Coaches\"}),/*#__PURE__*/e(\"p\",{children:\"Coaches (life coaches, business coaches, fitness coaches, etc.) initiate a fee structure with an upfront payment followed by monthly fees, providing ongoing guidance and support to clients in their personal or professional development.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Example for architects: $5k initiation fee plus $2k per month to help clients discover and implement authentic spatial needs.\"})}),/*#__PURE__*/t(\"p\",{children:[\"This method would actually help architects get paid for much of the \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"discovery-meetings-how-architects-attract-high-quality-clients\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"BkHJ5gt0c\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"discovery process\"})}),\". That is, helping clients understand what they actually need and how they can get it. Whoa, getting paid to listen and \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"toff-framework-the-architect-s-guide-to-asking-great-questions\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"a4Kue1E1l\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"ask great questions\"})}),\" before designing?! Sign me up.\"]}),/*#__PURE__*/e(\"p\",{children:\"Pros:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Initiation fee covers upfront costs, ensuring a more secure financial position for the architect.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Monthly fee allows for ongoing support, customization, and a stronger relationship with the client.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Offers a unique selling proposition, setting you apart from competitors and appealing to clients seeking personalized services.\"})})]}),/*#__PURE__*/e(\"p\",{children:\"Cons:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Implementation might require more time and resources to create personalized plans for each client.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Monthly commitment from clients might be a deterrent for those with smaller budgets or shorter-term projects.\"})})]}),/*#__PURE__*/e(\"h2\",{children:\"03 // Events\"}),/*#__PURE__*/e(\"p\",{children:\"Event organizers offer immersive experiences where attendees pay a set fee to participate in workshops or collaborative activities over a specific timeframe.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Example for architects: $4997 to work on your project together for a weekend.\"})}),/*#__PURE__*/e(\"p\",{children:\"Pros:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Provides an immersive experience that allows for more in-depth collaboration and relationship-building with clients.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Intense focus over a short period can lead to faster decision-making and project progress.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Could accelerate the pace and reduce delays for smaller projects like renovations, ADUs, or additions.\"})})]}),/*#__PURE__*/e(\"p\",{children:\"Cons:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Limited to a specific timeframe, which may not suit all project requirements or client schedules.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Potential logistical challenges in organizing and coordinating as a host, such as venue selection and food options.\"})})]}),/*#__PURE__*/e(\"h2\",{children:\"04 // Subscriptions\"}),/*#__PURE__*/e(\"p\",{children:\"Companies offer subscription-based services, where customers pay a recurring fee (usually monthly or annually) for unlimited access to products or services, ensuring flexibility and value for ongoing usage.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Example for architects: $5k/mo to explore unlimited design options.\"})}),/*#__PURE__*/t(\"p\",{children:[\"Believe it or not, subscriptions are becoming more popular in the world of design. There\u2019s even a name for it - Design as a service (Daas). There\u2019s successful companies like \",/*#__PURE__*/e(i,{href:\"https://www.designjoy.co/\",nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"DesignJoy\"})}),\" that offer different subscription tiers for various levels of engagement.\"]}),/*#__PURE__*/e(\"p\",{children:\"Pros:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Offers flexibility and unlimited design revisions, providing clients with a sense of control and value.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Predictable monthly income stream for the architect, allowing for better financial planning and stability.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Aligns with the growing subscription economy and resonates with clients familiar with subscription-based services.\"})})]}),/*#__PURE__*/e(\"p\",{children:\"Cons:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Requires a steady stream of clients to sustain the monthly income, potentially creating pressure to continually attract new clients.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Must carefully manage scope to avoid clients taking advantage of unlimited revisions.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Challenging to price subscriptions appropriately, ensuring they are affordable for clients while providing adequate compensation for the architect's efforts.\"})})]}),/*#__PURE__*/e(\"h2\",{children:\"05 // Non-fungible tokens (NFTs)\"}),/*#__PURE__*/e(\"p\",{children:\"Artists or creators offer unique digital assets as non-fungible tokens (NFTs), charging a flat fee for the initial sale and potentially earning commissions on subsequent sales in the digital art marketplace.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Example for architects: Flat fee for design + commission on every sale of the property thereafter.\"})}),/*#__PURE__*/e(\"p\",{children:\"No, I\u2019m not suggesting architects sell digital art. But I love the value that architects can gain from a commission-based model. Much of your work is focused on property longevity, yet your business doesn\u2019t benefit much from the longevity that you provide for clients. What if there were a way to capture more of the market value of properties as they shift ownership?\"}),/*#__PURE__*/e(\"p\",{children:\"Pros:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Explores new frontiers and potential ongoing revenue from sales in the real estate market.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Provides large financial benefits for the sustainability and longevity expertise of architects.\"})})]}),/*#__PURE__*/e(\"p\",{children:\"Cons:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Likely requires significant legal assistance beyond that of the client-architect agreement. (This is definitely not in the standard AIA contract)\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Will only receive commission when/if ownership changes, which probably isn\u2019t very often.\"})})]}),/*#__PURE__*/e(\"h2\",{children:\"06 // Revenue share (revshare)\"}),/*#__PURE__*/e(\"p\",{children:\"Businesses establish partnerships where one party receives a percentage of another party's revenue over a specified period, aligning their interests and fostering long-term collaboration and shared success.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Example for architects: 5% of all business revenue for 5 years post-completion.\"})}),/*#__PURE__*/e(\"p\",{children:\"Another opportunity to benefit from the longevity of your work. I first heard of this model being used from one of my grad school professors that had done it nearly 40 years ago (way ahead of their time!) with their first ever solo project. They designed a string of row houses and only asked for a small share of the rental revenue instead of any other architecture fee. And yes, they\u2019ve been receiving a monthly check from the same owners for the past 40 years \uD83E\uDD2F\"}),/*#__PURE__*/e(\"p\",{children:\"Pros:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Establishes a long-term partnership and aligns the architect's success with the client's business growth.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Provides ongoing revenue for the architect, creating a vested interest in the success of the client's ventures.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Allows architects to leverage their expertise and skills beyond traditional design services.\"})})]}),/*#__PURE__*/e(\"p\",{children:\"Cons:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Requires careful evaluation of the client's potential revenue and business model to ensure a fair and sustainable revshare agreement.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Requires a solid legal agreement to protect the interests of both parties and avoid potential disputes down the line.\"})})]}),/*#__PURE__*/e(\"h2\",{children:\"TL;DR\"}),/*#__PURE__*/e(\"p\",{children:\"99% of firms structure their fees as fixed, hourly, or percentage of construction cost. But it\u2019s worth exploring whether alternative fee models can help your firm improve their value proposition. Alternative models like:\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Lawyers\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Coaches\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Events\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Subscriptions\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"NFTs\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Revshare\"})})]}),/*#__PURE__*/e(\"p\",{children:\"Embrace the change, have fun with it, and attract those high-quality clients who are eager to work with innovative architects like you.\"})]});export const richText10=/*#__PURE__*/t(n.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"Mindless business development can feel a bit like a fish out of water. Bouncing around, gasping for life, and hoping to land in a pond of opportunity. That\u2019s no fun.\"}),/*#__PURE__*/e(\"p\",{children:\"Architecture school rarely covers the full scope of the business development process. That leaves most architects at a disadvantage because they have to learn everything on the fly with little to no guidance.\"}),/*#__PURE__*/t(\"p\",{children:[\"What\u2019s the result? Typically a \u201Cspray and pray\u201D approach of uncooked ideas and methods to grow and manage your pipeline. A paid ad here. A social post there. One newsletter edition. A short proposal. A long proposal. You get the picture - literally \",/*#__PURE__*/e(\"em\",{children:\"anything\"}),\" to try and get some traction and magically win clients. And let\u2019s face it - consistency is key. Trying something once won\u2019t cut it.\"]}),/*#__PURE__*/e(\"p\",{children:\"Much like an investment portfolio, business development (BD) should be diversified and balanced regularly. BD is less like a \u201Cfunnel\u201D and more like a cycle or an engine that requires fueling and modification to run properly. That's the mindset we need to adopt to attract those dream clients.\"}),/*#__PURE__*/e(\"p\",{children:\"With that in mind, it\u2019s useful to consider your BD cycle via 4 primary conversion points. Each conversion point has different levers to pull and knobs to turn in order to amplify or reduce activity. But if you simplify your BD cycle through these 4 conversion points, you can take control of your outcomes, rather than gasping for air.\"}),/*#__PURE__*/e(\"h2\",{children:\"Conversion Point 1: Unaware \u2192 Aware\"}),/*#__PURE__*/e(\"ul\",{children:/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Goal\"}),\": Help people realize that your firm exists. Grow your audience.\"]})})}),/*#__PURE__*/t(\"p\",{children:[\"Here's where we want to create awareness about your architectural prowess. It's time to unleash your marketing campaigns, get featured in publications, attend exciting events, leverage advertising, and make a \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"linkedin-growth-4-pillars-to-help-architects-increase-their-audience\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"YwEzHSbpO\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"big splash on social media\"})}),\". Let the world know what you're capable of!\"]}),/*#__PURE__*/e(\"p\",{children:\"Primary levers:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Time\"}),\": A lot of this conversion is simply being \u201Cthere\u201D - going to conferences, attending local events, and reaching out to publications.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Money\"}),\": Spend money to make money, as they say. Is paid advertising a requirement for growth? I don\u2019t think so. Does it accelerate growth? Yes. And it\u2019s especially helpful for bringing stability to your pipeline as it can become a reliable source of leads.\"]})})]}),/*#__PURE__*/e(\"h2\",{children:\"Conversion Point 2: Aware \u2192 Interested\"}),/*#__PURE__*/e(\"ul\",{children:/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Goal\"}),\": Capture the attention and interest of your audience.\"]})})}),/*#__PURE__*/t(\"p\",{children:[\"Now that they're aware of your awesomeness, it's time to pique their interest. Send captivating emails, craft targeted content that resonates with your audience, keep your \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"influence-5-ways-for-architects-to-grow-on-linkedin\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"u1DMye4HL\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"social media game\"})}),\" strong, secure speaking engagements, offer irresistible lead magnets, and showcase impressive case studies. Make them want more!\"]}),/*#__PURE__*/e(\"p\",{children:\"Primary levers:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Content\"}),\": The first part of this is testing lots of content to see what resonates most with your audience. The second part is doubling down on what works. Utilize a \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"content-matrix-how-architects-generate-endless-social-media-post-ideas\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"SDQqcLSKO\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"content matrix\"})}),\" to quickly generate ideas.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Value\"}),\": Closely attached to content is value. But value can be offered in many formats - community events, lead magnets, courses, etc. Prove your knowledge and value to cement your firm in the minds of your ideal clients.\"]})})]}),/*#__PURE__*/e(\"h2\",{children:\"Conversion Point 3: Interested \u2192 Client\"}),/*#__PURE__*/e(\"ul\",{children:/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Goal\"}),\": Win your ideal client.\"]})})}),/*#__PURE__*/t(\"p\",{children:[\"This is the moment of truth! The prospect is interested, and it's time to seal the deal. Utilize a well-oiled sales funnel, schedule \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"discovery-meetings-how-architects-attract-high-quality-clients\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"BkHJ5gt0c\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"discovery calls\"})}),\" to understand their needs, nurture your prospects with personalized attention, present \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"proposal-presentations-the-architect-s-5-step-process-to-winning\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"QSmn7fsIp\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"compelling proposals\"})}),\", and ace those \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"preparing-to-win-3-answers-architects-must-have-before-trying-to-win-a-new-client\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"hs8BW1frR\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"closing call conversations\"})}),\".\"]}),/*#__PURE__*/e(\"p\",{children:\"Primary levers:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Communication\"}),\": This is much of the focus of Tyler Tactics, so you\u2019re already an expert here. Ask \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"toff-framework-the-architect-s-guide-to-asking-great-questions\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"a4Kue1E1l\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"incredible questions\"})}),\", listen well, \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"aaa-framework-how-architects-overcome-client-objections\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"HsFARFMtU\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"tackle objections\"})}),\", articulate the \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"return-on-investment-3-types-of-roi-that-wins-architecture-clients\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"o3IHc7qbQ\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"ROI\"})}),\", and \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"preparing-to-win-3-answers-architects-must-have-before-trying-to-win-a-new-client\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"hs8BW1frR\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"close the deal\"})}),\".\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Proof\"}),\": \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"sidekicks-how-to-frame-architecture-clients-as-the-hero\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"y6mz5f9Or\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Case studies\"})}),\", \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"irresistible-testimonials-the-3-parts-of-high-quality-architecture-firm-testimonials\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"IwapIiRmJ\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"testimonials\"})}),\", and specific examples that are relevant to your prospect are super helpful at proving that you can do what you say you\u2019re going to do.\"]})})]}),/*#__PURE__*/e(\"h2\",{children:\"Conversion Point 4: Client \u2192 Advocate\"}),/*#__PURE__*/e(\"ul\",{children:/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Goal\"}),\": Be so good that your clients come back for more and tell all their friends.\"]})})}),/*#__PURE__*/t(\"p\",{children:[\"Congratulations, you've landed a client! But the journey doesn't end there. Now it's time to execute your projects flawlessly. Gather \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"irresistible-testimonials-the-3-parts-of-high-quality-architecture-firm-testimonials\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"IwapIiRmJ\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"glowing testimonials\"})}),\" and create \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"pas-framework-how-architects-write-case-studies-that-attract-high-quality-clients\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"lgqMNyrl4\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"powerful case studies\"})}),\" to showcase your \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"sidekicks-how-to-frame-architecture-clients-as-the-hero\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"y6mz5f9Or\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"success stories\"})}),\", and don't forget to establish a referral program that keeps the good vibes flowing. Turn your clients into loyal advocates!\"]}),/*#__PURE__*/e(\"p\",{children:\"Primary levers:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Trust\"}),\": At the core of trust is accountability, capability, and integrity. Basically, execute on your promises, keep your clients informed, and gain a loyal advocate.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Systems\"}),\": Have \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"client-satisfaction-surveys-a-comprehensive-guide-for-architects\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"olZd6nCK2\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"easy ways to capture feedback\"})}),\" and reward your advocates for referring clients.\"]})})]}),/*#__PURE__*/e(\"h2\",{children:\"TL;DR\"}),/*#__PURE__*/e(\"p\",{children:\"Fish out of water = bad. BD cycle mindset = good. Diversified and balanced BD = great.\"}),/*#__PURE__*/e(\"p\",{children:\"Evaluate these 4 conversion points to manage your BD:\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Unaware \u2192 Aware\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Aware \u2192 Interested\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Interested \u2192 Client\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Client \u2192 Advocate\"})})]}),/*#__PURE__*/e(\"p\",{children:\"Keep up the great work, y\u2019all!\"})]});export const richText11=/*#__PURE__*/t(n.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"Unprepared is not an option for architects that want to land high-quality clients.\"}),/*#__PURE__*/e(\"p\",{children:\"Especially as you enter closing conversations - that is any client conversation where you plan or have an opportunity to sign a new client. This might be a proposal presentation, negotiating meeting, or Q&A session with prospects.\"}),/*#__PURE__*/e(\"p\",{children:\"At some point, after \u201Cenough\u201D conversations and experience, many will start making seemingly small changes that negatively impact their firm and pipeline.\"}),/*#__PURE__*/e(\"p\",{children:\"What kind of changes?\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Assuming that we\u2019re prepared to adequately respond to anything because we\u2019ve \u201Cdone this so many times\u201D\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Simply showing up to the meeting on time without any preparation\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Treating every conversation and meeting the same\"})})]}),/*#__PURE__*/e(\"p\",{children:\"And usually these changes are relatively subconscious. They feel like natural progressions as we get more comfortable with client conversations. But don\u2019t let that comfort fool you!\"}),/*#__PURE__*/e(\"p\",{children:\"Experience helps but it\u2019s not a silver bullet. If you show up unprepared, then you\u2019re much less likely to deliver an awesome experience for your prospective client. Unable to quickly and simply respond to client questions and objections. Not in the headspace of the client and focused on their needs. Yikes.\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Your prospects will notice and they won\u2019t \"}),/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"undercut-resistence-3-ways-to-avoid-getting-undercut-as-an-architect\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"Z3Noa81yk\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:/*#__PURE__*/e(\"strong\",{children:\"feel important\"})})}),/*#__PURE__*/e(\"strong\",{children:\" to you.\"})]}),/*#__PURE__*/e(\"p\",{children:\"The good news is that the opposite is also true. If you show up prepared and focused, your client will notice.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"So rather than finding comfort in experience, find comfort in preparedness.\"})}),/*#__PURE__*/e(\"p\",{children:\"Spend 10-15 minutes prior to your meeting preparing for the conversation. How? Pull out your notes from your previous conversations and answer these 3 questions:\"}),/*#__PURE__*/e(\"h2\",{children:\"01 // What\u2019s the client\u2019s priority?\"}),/*#__PURE__*/t(\"p\",{children:[\"Remember when you donned your detective hat and conducted that incredible \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"discovery-meetings-how-architects-attract-high-quality-clients\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"BkHJ5gt0c\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"discovery session\"})}),\"?\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Now it's time to distill all those brilliant insights into a concise 1-2 sentence statement that captures the client's priority.\"})}),/*#__PURE__*/e(\"p\",{children:\"Frame the priority statement through 3 simple lenses:\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"What\u2019s their primary challenge right now?\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"What\u2019s the ideal outcome?\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"What\u2019re the benefits of the ideal outcome?\"})})]}),/*#__PURE__*/e(\"p\",{children:\"For example:\"}),/*#__PURE__*/e(\"ul\",{children:/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Joe and Jane (1) feel crammed whenever someone visits their home so they\u2019d like to (2) expand and rearrange their space to make it more comfortable and accommodating. This will allow them to (3) host more events and spend valuable time with friends and family, which is what they care about most.\"})})}),/*#__PURE__*/e(\"p\",{children:\"Or, for my B2B firm leaders:\"}),/*#__PURE__*/e(\"ul\",{children:/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"ABC company (1) has their team dispersed throughout multiple rooms in the office, which is difficult to manage. They would like to (2) create a large open-office space so that they can (3) better manage their team and improve cross-functional communication across the company.\"})})}),/*#__PURE__*/t(\"p\",{children:[\"Focus on their needs and challenges, making sure to keep this priority at the forefront of your mind during the conversation. Remember, this is a client-first chat, and you're the \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"sidekicks-how-to-frame-architecture-clients-as-the-hero\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"y6mz5f9Or\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"trusty sidekick\"})}),\"!\"]}),/*#__PURE__*/e(\"h2\",{children:\"02 // What objections do you anticipate?\"}),/*#__PURE__*/e(\"p\",{children:\"Every sidekick encounters obstacles, and architects are no exception.\"}),/*#__PURE__*/e(\"p\",{children:\"Objections are concerns or hesitations expressed by the client that can be addressed through effective communication and problem-solving. Maybe you've already caught wind of a few of them from your discovery process. They might revolve around budget constraints, design preferences, or even doubts about your firm's capabilities.\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"By anticipating objections, you can turn these potential roadblocks into opportunities to showcase your expertise and win the client's trust.\"}),\" Spend some time considering potential objections your client may have. But don\u2019t just write down the objection. The magic happens when you prepare your response to the objections.\"]}),/*#__PURE__*/e(\"p\",{children:\"Think about what the client wants and how your expertise aligns with their priority from step 1.\"}),/*#__PURE__*/t(\"p\",{children:[\"The most common objections are focused around time and money. When crafting your response, use the \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"aaa-framework-how-architects-overcome-client-objections\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"HsFARFMtU\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"AAA\"})}),\" or \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"ffff-framework-how-to-use-empathy-with-clients-as-an-architect\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"aFGMbUoN8\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"FFFF\"})}),\" frameworks to knock it out of the park.\"]}),/*#__PURE__*/e(\"p\",{children:\"By being prepared to address objections head-on, you'll be able to move-on from them quickly as you edge closer to victory.\"}),/*#__PURE__*/e(\"h2\",{children:\"03 // What\u2019s the greatest threat to winning this project?\"}),/*#__PURE__*/e(\"p\",{children:\"On the other hand, threats to winning the project are external factors that pose challenges beyond mere objections. And just as supervillains lurk in the shadows, certain challenges may stand in the way of winning the project. For example:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Are there other stakeholders you haven't met yet?\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Is the client extremely price-conscious, hinting at possible pushback on the budget?\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Are they exploring other architects as well?\"})})]}),/*#__PURE__*/t(\"p\",{children:[\"Again, don\u2019t stop at simply identifying the threat. Objections require a response. \",/*#__PURE__*/e(\"strong\",{children:\"But threats require a strategic plan for mitigation.\"}),\" Let\u2019s take another look at those potential threats above:\"]}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"The involvement of additional stakeholders you haven't met yet. What could you do? Invite more stakeholders to the meeting, reach out to each stakeholder personally, and identify your champions to keep the momentum.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"Price-conscious client seeking lower-cost alternatives. What could you do? Focus on the \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"return-on-investment-3-types-of-roi-that-wins-architecture-clients\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"o3IHc7qbQ\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"ROI\"})}),\" that clients will experience based on the quality of your work.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"Fierce competition from other architects. What could you do? Address the competition head-on using the \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"the-dnd-method-how-architects-win-against-competitors\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"aRJbfWZGI\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"DND formula\"})}),\" and identify when they\u2019re meeting with your competition so you can reach out soon after to take their temperature and nurture the relationship.\"]})})]}),/*#__PURE__*/e(\"h2\",{children:\"TL;DR\"}),/*#__PURE__*/e(\"p\",{children:\"Showing up unprepared to meetings with prospective clients is a quick way to lose great projects.\"}),/*#__PURE__*/e(\"p\",{children:\"Spend 10-15 minutes prior to your meeting asking yourself these 3 questions and using your experience to prepare adequate statements, responses, and plans of action:\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"What\u2019s the client\u2019s priority?\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"What objections do you anticipate?\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"What\u2019s the greatest threat to winning this project?\"})})]}),/*#__PURE__*/e(\"p\",{children:\"Pro tip: Rather than doing this right before the meeting, try answering these questions right after the discovery conversation. That\u2019s when the information will be most fresh in your mind.\"}),/*#__PURE__*/e(\"p\",{children:\"Go get \u2018em!\"})]});export const richText12=/*#__PURE__*/t(n.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"Few things are more frustrating than learning that you\u2019ve lost a project because another firm offered a lower fee.\"}),/*#__PURE__*/e(\"p\",{children:\"You think to yourself:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Was our fee too high?\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"How are they making any profit with that fee?\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"The clients are just going to end up paying for additional services.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Do the clients not realize that our services are better? Or do they not care?\"})})]}),/*#__PURE__*/e(\"p\",{children:\"And this self/firm-reflection is a normal part of the process. But the problem comes later on. Sometimes it happens the first time you get undercut. Sometimes it happens the tenth time.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Eventually, most architects will begin feeling so unsure that they lower their fees and start focusing on price to compete.\"})}),/*#__PURE__*/e(\"p\",{children:\"But this only hurts the firm and the industry. It devalues your firm, lowers your profit margin, and makes it significantly more difficult to run a healthy practice. Plus, it attracts the wrong clients for the wrong reasons. Firms end up with generic projects for crappy clients that burnout and frustrate their team. Lowering fees also contributes to the commoditization of architectural services in general (which is already exacerbated by RFPs, but that\u2019s a topic for another day). No bueno on all fronts.\"}),/*#__PURE__*/e(\"p\",{children:\"Ultimately, it\u2019s important to understand why you\u2019re getting undercut and losing based on price. By definition, this is the only way to get undercut:\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"The value of your services appears equal to that of your competitors.\"})}),/*#__PURE__*/e(\"p\",{children:\"Put yourself in the mind of the client. Every firm seems to offer the same solution and, since there\u2019s no differentiation between each firm, the client simply chooses the lowest fee. Why wouldn\u2019t they do that?! It would be crazy for them to spend more money than they have to for the same service.\"}),/*#__PURE__*/e(\"p\",{children:\"Knowing this, you only have two options to compete:\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Lower your fee. (As we know, this is the route most architects will take)\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Better communicate your value and differentiation. (Welcome to Growthitect!)\"})})]}),/*#__PURE__*/e(\"p\",{children:\"So rather than lowering your fee, you need to double down on your differentiation and value proposition. Make your value so clear and obvious that your fee is easily justified.\"}),/*#__PURE__*/e(\"p\",{children:\"Here\u2019s 3 ways to prevent getting undercut on projects that you deserve:\"}),/*#__PURE__*/e(\"h2\",{children:\"01 // Focus on your transformation statement\"}),/*#__PURE__*/t(\"p\",{children:[\"Your \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"transformation-statement-how-to-differentiate-your-architecture-firm\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"MCy6KEz3T\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"transformation statement\"})}),\" helps you stand apart from your competition and position your firm for your ideal client. Here\u2019s the template:\"]}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"We help\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"[X]\"}),\"\\xa0design/create\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"[Y]\"}),\"\\xa0with/out\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"[Z]\"}),\".\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"We design/create\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"[Y]\"}),\"\\xa0for\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"[X]\"}),\"\\xa0with/out\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"[Z]\"}),\".\"]})})]}),/*#__PURE__*/e(\"p\",{children:\"For example:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"We design\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"sustainable home additions\"}),\"\\xa0for\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"growing families\"}),\"\\xa0without\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"going over budget\"}),\".\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"We help\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"private tech companies\"}),\"\\xa0create\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"modernized office space\"}),\"\\xa0in\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"under 6 months\"}),\".\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"We create\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"powerful learning environments\"}),\"\\xa0for\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"newly-funded school districts\"}),\"\\xa0through\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"community involvement\"}),\".\"]})})]}),/*#__PURE__*/t(\"p\",{children:[\"Check out \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"transformation-statement-how-to-differentiate-your-architecture-firm\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"MCy6KEz3T\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"this previous tactic\"})}),\" for a more in-depth, step-by-step approach to creating the best transformation statement.\"]}),/*#__PURE__*/e(\"p\",{children:\"When used correctly, these statements position your firm as the ONLY option that is specifically suited for their situation. Why? Because you \u201Cdesign sustainable home additions for growing families without going over budget\u201D and your competitors \u201Cdesign beautiful spaces\u201D - if you\u2019re a growing family, which statement will speak to you best?\"}),/*#__PURE__*/e(\"p\",{children:\"Ideal position = achieved. Moving on.\"}),/*#__PURE__*/e(\"h2\",{children:\"02 // Study your market differentiation\"}),/*#__PURE__*/t(\"p\",{children:[\"The \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"transformation-statement-how-to-differentiate-your-architecture-firm\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"MCy6KEz3T\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"transformation statement\"})}),\" helps you to position your firm in the market, but you still have to be able to \",/*#__PURE__*/e(\"em\",{children:\"specifically\"}),\" describe your differentiation in detail.\"]}),/*#__PURE__*/e(\"p\",{children:\"High-quality clients do their research. They explore all their options and meet with multiple firms. And why shouldn\u2019t they? They\u2019re making a big decision and putting a lot of money on the line, so they want to be sure that they\u2019re choosing the right architect and firm.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"And as you chase high-quality clients, you must be able to discuss how you compare to your market and your competitors.\"})}),/*#__PURE__*/e(\"p\",{children:\"It\u2019s not enough to show your work and say \u201Cwe\u2019ll design something that\u2019s better than anyone else\u201D because design cannot be your differentiation. Architects are trained to understand the nuances and differences in design, most clients are not. Meaning they won\u2019t see and understand those differences in the same way that you do.\"}),/*#__PURE__*/t(\"p\",{children:[\"I suggest the \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"the-dnd-method-how-architects-win-against-competitors\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"aRJbfWZGI\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"\u201Cdifferent not down\u201D method (DND)\"})}),\" for discussing your competitors with your clients. You don\u2019t want to bash your competitors - that\u2019s not a good look. But you want to use questions about your competitors to further solidify your fit for the client.\"]}),/*#__PURE__*/e(\"p\",{children:\"The concept is simple. When your client brings up a competitor\u2026\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Compliment their strength:\"}),\"\\xa0\u201CABC Architects has a great focus on modern design.\u201D\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Introduce your competitive differentiation:\"}),\"\\xa0\u201CWe\u2019re a bit different because we focus on clear communication with stakeholders, which is why 95% of our projects are completed on time.\u201D\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Redirect with a related open-ended question:\"}),\"\\xa0\u201CHow important is it to you that the project is completed within your 12-month timeline?\u201D\"]})})]}),/*#__PURE__*/t(\"p\",{children:[\"The homework on your end is to understand #2 - your competitive differentiation - for each of your primary competitors. If you have a \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"the-dnd-method-how-architects-win-against-competitors\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"aRJbfWZGI\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"DND statement\"})}),\" for each competitor, then you can flawlessly address your market differentiation with every client.\"]}),/*#__PURE__*/e(\"p\",{children:\"Market differentiation = locked in. Moving on.\"}),/*#__PURE__*/e(\"h2\",{children:\"03 // Make clients feel important\"}),/*#__PURE__*/e(\"p\",{children:\"The vast majority of financial decisions are made with emotion rather than logic. Feelings drive favor. As humans, we\u2019re hardwired to find comfort and trust our gut, especially when money is on the line.\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"We prefer to buy our cars from the same salesperson or dealership.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"We spend a lot of time finding the right realtor to help guide our home buying experiences.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"We even go back to restaurants over and over just to see the bartender, waiter, or waitress that always gets our order right.\"})})]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"When something makes us feel important, we stick with it.\"})}),/*#__PURE__*/e(\"p\",{children:\"And clients are no different. You need to make your clients feel special and important so that they\u2019re naturally drawn to work with you.\"}),/*#__PURE__*/e(\"p\",{children:\"Here\u2019s three ways to do this:\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"building-rapport-how-architects-gain-favor-with-clients\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"NpdFDQCdh\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Build rapport\"})}),\" at the beginning of \",/*#__PURE__*/e(\"em\",{children:\"every\"}),\" client meeting with the research, ask, and relate methodology.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"pain-points-how-architects-identify-exactly-what-clients-need\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"y_SMOkcZG\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Dive deep into client pain points\"})}),\" to understand superficial pains, the impact of those pains, and how those pains can be relieved.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"toff-framework-the-architect-s-guide-to-asking-great-questions\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"a4Kue1E1l\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Ask open-ended questions\"})}),\" with the right tone, flow, and frame to increase your likability.\"]})})]}),/*#__PURE__*/e(\"p\",{children:\"I challenge you to try and NOT make your clients feel special by doing these things. I think it\u2019s impossible \uD83D\uDE0F\"}),/*#__PURE__*/e(\"h2\",{children:\"TL;DR\"}),/*#__PURE__*/e(\"p\",{children:\"Getting undercut sucks. But what sucks more is lowering your fees because you feel like it\u2019s the only option.\"}),/*#__PURE__*/e(\"p\",{children:\"Instead, double down on your value proposition by:\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"focusing on your transformation statement\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"studying your market differentiation\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"and making your clients feel important.\"})})]}),/*#__PURE__*/e(\"p\",{children:\"You will clearly justify your value and clarify your difference.\"}),/*#__PURE__*/e(\"p\",{children:\"If you do all of these things and the client doesn\u2019t choose you, then you can rest-assured that they weren\u2019t the right fit for you anyways \uD83D\uDE42\"}),/*#__PURE__*/e(\"p\",{children:\"Goodbye, undercuts! \uD83D\uDC4B\"})]});export const richText13=/*#__PURE__*/t(n.Fragment,{children:[/*#__PURE__*/t(\"p\",{children:[\"Cold emails are a great way for firms to initiate conversations with potential business partners or high-quality clients. Especially if you\u2019re hesitant to \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"cold-calling-a-proven-script-for-architects\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"q00CtSk92\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"pick up the phone and give them a call\"})}),\".\"]}),/*#__PURE__*/e(\"p\",{children:\"To clarify, a \u201Ccold email\u201D is simply an unsolicited message used to introduce yourself or your business. The problem is that spam accounts have given cold emails a bad rap. Most will share their life story, every project they\u2019ve ever done, and pitch their business or product over 5 paragraphs. Yikes! As a result, most cold emails get the cold shoulder.\"}),/*#__PURE__*/e(\"p\",{children:\"Why does it get the cold shoulder? Because it\u2019s all about the sender (business) rather than the recipient (client)! This is a recurring theme in bad business development tactics - can you tell by how much I write about it?\"}),/*#__PURE__*/e(\"p\",{children:\"Instead, the recipient should feel as if this email was written specifically for them rather than some kind of general \u201Cspray and pray\u201D email. A terrible cold email makes a general pitch without any specificity. A proper cold email (and the only one you should ever send) offers tremendous value to the recipient.\"}),/*#__PURE__*/e(\"p\",{children:\"Today, I want to share a template that I\u2019ve used thousands of times (yes, thousands) to achieve the best results. It has great engagement with high open rates and reply rates so you can use this to start new relationships with businesses and high-quality clients.\"}),/*#__PURE__*/e(\"p\",{children:\"Why does it work so well? Because it\u2019s short, sweet, and focuses on the recipient rather than the sender. Let\u2019s jump in:\"}),/*#__PURE__*/e(\"h2\",{children:\"01 // Subject line\"}),/*#__PURE__*/e(\"p\",{children:\"A cold email has two primary obstacles to overcome. The first is being seen. You need the email to be opened! (I\u2019ll share the second challenge later)\"}),/*#__PURE__*/e(\"p\",{children:\"Subject lines are the primary driver of open rates. But most subject lines don\u2019t capture attention well (despite the capital letters and emojis \uD83D\uDE02).\"}),/*#__PURE__*/t(\"p\",{children:[\"I\u2019m going to give you a huge head start. \",/*#__PURE__*/e(\"strong\",{children:\"I\u2019ve tested SO MANY different subject lines and nothing performs better than \u201Cquick question\u201D - just like that.\"}),\" No capital letters. No punctuation. No emojis.\"]}),/*#__PURE__*/e(\"p\",{children:\"Just a casual subject line that is relevant and drives curiosity.\"}),/*#__PURE__*/e(\"h2\",{children:\"02 // Personalized compliment\"}),/*#__PURE__*/e(\"p\",{children:\"The first line of an email is most often where the reader makes a decision as to whether or not the content of the email is worth their time. Pitching in the first line is a quick way to get your email deleted.\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Instead, start with a personalized compliment based on some cursory research.\"}),\" Is it a developer with projects that you appreciate? Is it a local coffee shop owner with the best beans in town? Is it a brewery with your favorite IPA? You get the picture.\"]}),/*#__PURE__*/e(\"ul\",{children:/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:'\"I noticed that you\u2019re the {title of recipient} of {business/project/work/article/etc.} - {specific compliment}.\"'})})}),/*#__PURE__*/e(\"p\",{children:\"For example:\"}),/*#__PURE__*/e(\"ul\",{children:/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:'\"I noticed you\u2019re the owner of 123 Coffee - I\u2019m a huge fan of your dark roast and drink it almost every morning.\"'})})}),/*#__PURE__*/e(\"p\",{children:\"Congratulations, you\u2019ve captured their attention.\"}),/*#__PURE__*/e(\"h2\",{children:\"03 // Common problem\"}),/*#__PURE__*/e(\"p\",{children:\"Now it\u2019s time to utilize your experience with ideal clients. What are their common problems? What keeps them up at night? What\u2019s the first thing that they always mention?\"}),/*#__PURE__*/e(\"ul\",{children:/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:'\"What I\u2019m hearing from {title/category of recipient} like you is that {common problem} which means {bad outcome}.\"'})})}),/*#__PURE__*/e(\"p\",{children:\"For example:\"}),/*#__PURE__*/e(\"ul\",{children:/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:'\"What I\u2019m hearing from downtown business owners like you is that lines and seating always feel crowded, which causes a lot of customers to leave before purchasing anything.\"'})})}),/*#__PURE__*/e(\"p\",{children:\"Now they\u2019re very intrigued because you\u2019re speaking directly to an issue that they\u2019re experiencing.\"}),/*#__PURE__*/e(\"h2\",{children:\"04 // Transformation\"}),/*#__PURE__*/t(\"p\",{children:[\"This is where you exemplify that you can solve their primary problem. Remember your \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"transformation-statement-how-to-differentiate-your-architecture-firm\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"MCy6KEz3T\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"transformation statement\"})}),\"? Use it along with one metric of social proof.\"]}),/*#__PURE__*/e(\"ul\",{children:/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:'\"{Firm name} has helped {metric} {transformation statement}.\"'})})}),/*#__PURE__*/e(\"p\",{children:\"For example:\"}),/*#__PURE__*/e(\"ul\",{children:/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:'\"My firm, ABC architects, has helped more than 20 downtown business owners implement more efficient layouts in less than 8 weeks.\"'})})}),/*#__PURE__*/e(\"p\",{children:\"Yes, that\u2019s it. A very short statement that explains the primary benefit you offer to them.\"}),/*#__PURE__*/e(\"h2\",{children:\"05 // Call-to-action\"}),/*#__PURE__*/e(\"p\",{children:\"Remember when I said that a cold email has two primary obstacles? The first obstacle I mentioned is being seen (getting opened). The second obstacle is getting a reply.\"}),/*#__PURE__*/e(\"p\",{children:\"You\u2019ve captured their attention with a compliment, reminded them of a big problem, and shown that you can resolve said problem. They are primed and ready to learn more about how you can help them. You just have to make it easy to do so with a call-to-action (CTA).\"}),/*#__PURE__*/e(\"p\",{children:\"Here are some of my favorites?\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Does it make sense to explore how we can {positive outcome}?\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Open to learning how we can do the same for you?\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Is this a problem that you\u2019re experiencing?\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Have you explored {solution} before?\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Interested in chatting further?\"})})]}),/*#__PURE__*/e(\"h2\",{children:\"TL;DR\"}),/*#__PURE__*/e(\"p\",{children:\"Most cold emails go unnoticed. 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