{
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  "sources": ["ssg:https://framerusercontent.com/modules/RzxelGLpM7qIhBajiNcq/nfV5QshS5kzpWbSfTDtj/sETaaRi7Y-6.js"],
  "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:\"\uD83D\uDC4B\\xa0Shout out to Elizabeth whose question on one of my LinkedIn posts last week sparked the topic for today\u2019s newsletter!\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,sTlr67oqm5cyZxMdasbIaFePe0.png\",\"data-framer-height\":\"1080\",\"data-framer-width\":\"1080\",height:\"540\",src:\"https://framerusercontent.com/images/sTlr67oqm5cyZxMdasbIaFePe0.png\",srcSet:\"https://framerusercontent.com/images/sTlr67oqm5cyZxMdasbIaFePe0.png?scale-down-to=512 512w,https://framerusercontent.com/images/sTlr67oqm5cyZxMdasbIaFePe0.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/sTlr67oqm5cyZxMdasbIaFePe0.png 1080w\",style:{aspectRatio:\"1080 / 1080\"},width:\"540\"}),/*#__PURE__*/e(\"p\",{children:\"Business partnerships are a like a cheat code for business growth and sustainability.\"}),/*#__PURE__*/e(\"p\",{children:\"Instead of focusing on bringing in one new client at a time, you can develop relationships with other businesses in the AEC industry that (1) need/work alongside your services and (2) work with your ideal clients.\"}),/*#__PURE__*/e(\"p\",{children:\"For example:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Developers\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Construction companies\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Real Estate brokerages\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Engineering firms\"})})]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"By developing strong partnerships with other businesses, you can bring in multiple projects at a time with high-quality clients.\"})}),/*#__PURE__*/e(\"p\",{children:\"And LinkedIn provides amazing, free tools to help you develop these relationships.\"}),/*#__PURE__*/e(\"p\",{children:\"Let\u2019s jump in:\"}),/*#__PURE__*/e(\"h2\",{children:\"01 // Identify companies\"}),/*#__PURE__*/e(\"p\",{children:\"Let\u2019s pretend that you\u2019re a North Carolina-based firm looking to develop relationships with regional construction companies.\"}),/*#__PURE__*/e(\"p\",{children:\"The amazing thing about LinkedIn is that it allows users so many valuable search filters for free. But most people don\u2019t know where to find them or how to use them. And, frankly, LinkedIn doesn\u2019t make it super obvious. Ready to learn some LinkedIn secrets?\"}),/*#__PURE__*/e(\"p\",{children:\"Begin by searching for \u201CConstruction\u201D in the search bar. This will make the first round of filters visible.\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,47baYEFJo1IFSFpc5dh7SZVoCE.gif\",\"data-framer-height\":\"60\",\"data-framer-width\":\"386\",height:\"30\",src:\"https://framerusercontent.com/images/47baYEFJo1IFSFpc5dh7SZVoCE.gif\",style:{aspectRatio:\"386 / 60\"},width:\"193\"}),/*#__PURE__*/e(\"p\",{children:\"Since we\u2019re looking for companies, click on the \u201CCompanies\u201D filter. You\u2019ll notice the second round of filters become visible. Use these to filter by location, industry, and company size. In this example, I selected \u201CNorth Carolina\u201D, \u201CConstruction\u201D, and 200 employees or less, respectively.\"}),/*#__PURE__*/e(\"p\",{children:\"The steps above should look something like this:\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"By narrowing our search using these filters, we\u2019re able to get very granular with the companies that are worth pursuing. You\u2019ll now have a nicely filtered list of regional construction companies. Hooray!\"}),/*#__PURE__*/e(\"h2\",{children:\"02 // Identify decision makers\"}),/*#__PURE__*/e(\"p\",{children:\"Now it\u2019s time to dive into each company and identify the best people for you to engage.\"}),/*#__PURE__*/e(\"p\",{children:\"Click on a company that looks interesting to you.\"}),/*#__PURE__*/e(\"p\",{children:\"You\u2019ll notice that every company pages has different tabs along the top, including a \u201CPeople\u201D tab that lists all employees. Even better, after you click on that tab you can search for a specific person or title - let\u2019s try \u201COwner\u201D because I want to speak with individuals that have the authority to make business decisions.\"}),/*#__PURE__*/e(\"p\",{children:\"If you follow the above process, it will look something like this:\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"You\u2019ll now have a list of decision-makers at a company that could be a great partnership for your firm.\"}),/*#__PURE__*/e(\"h2\",{children:\"03 // Reach out\"}),/*#__PURE__*/e(\"p\",{children:\"Obviously, this is wasted effort unless you use this information to build new relationships. Here are 3 ways you can try to connect with the decision-makers that you\u2019ve identified:\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Call the company number\"}),\": Most LinkedIn pages include a button at the top that you can click to visit the company website. The website usually will include the company phone number on the \u201CAbout\u201D page, \u201CContact\u201D page, or in the footer. And if that\u2019s fruitless, you can always try searching the company on Google maps, which usually includes a phone number. Feel free 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:\"use my cold calling script\"})}),\" to help you get in the door.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Connect on LinkedIn\"}),\": This is a good thing to do regardless of whether or not you want to use LinkedIn as your primary outreach channel. Send the individuals a connection request (don\u2019t include a note in the request because they decrease acceptance rates) and then you can send them a direct message after they accept the request.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Send an email\"}),\": There are a lot of free Google Chrome extensions that allow you to scrape email addresses from LinkedIn pages. Two popular options are \",/*#__PURE__*/e(i,{href:\"https://chrome.google.com/webstore/detail/email-finder-getprospect/bhbcbkonalnjkflmdkdodieehnmmeknp\",nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"GetProspect\"})}),\" and \",/*#__PURE__*/e(i,{href:\"https://chrome.google.com/webstore/detail/email-hunter/mbindhfolmpijhodmgkloeeppmkhpmhc\",nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Email Hunter\"})}),\". Once you have the email address, you can send a message to get the conversation started.\"]})})]}),/*#__PURE__*/e(\"p\",{children:\"Regardless of which channel you choose, don\u2019t forget the golden rule:\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Make every conversation about them and not about you.\"})}),/*#__PURE__*/t(\"p\",{children:[\"Don\u2019t lead with a pitch. Instead, \",/*#__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 intentional questions\"})}),\" to better understand their current challenges and whether your services can be of value.\"]}),/*#__PURE__*/e(\"h2\",{children:\"TL;DR\"}),/*#__PURE__*/e(\"p\",{children:\"Business partnerships are cheat codes. And LinkedIn has the capability to help you identify and develop new business partnerships. Just follow three simple steps:\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Identify companies\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Identify decision makers\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Reach out\"})})]}),/*#__PURE__*/e(\"p\",{children:\"If you spend just one focused hour each month identifying and initiating new business relationships, you\u2019ll help your firm grow and sustain a healthy pipeline.\"})]});export const richText1=/*#__PURE__*/t(n.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"Social proof is one of the most powerful attractors and converters for growing your pipeline of high-quality clients.\"}),/*#__PURE__*/e(\"p\",{children:\"But here\u2019s the deal: not all social proof is created equal. And that\u2019s especially true for testimonials.\"}),/*#__PURE__*/e(\"p\",{children:\"We've all been there, right? Despite your best efforts, your testimonials seem to fall flat when it comes to attracting the high-quality clients you desire.\"}),/*#__PURE__*/e(\"p\",{children:\"It's frustrating because testimonials are supposed to showcase your expertise and build trust. However, the problem might lie in how these testimonials are presented. If they lack the right formatting or fail to address the key elements that resonate with potential clients, they end up being mere words on your marketing materials, taking up valuable space without delivering results.\"}),/*#__PURE__*/e(\"p\",{children:\"I\u2019m talking about those testimonials like:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:'\"Loved working with XYZ Architects!\" - Renee L.'})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:'\"Our new office is beautiful - thanks so much, XYZ Architects!\" - Gary H.'})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:'\"Working with XYZ Architects was an absolute pleasure! Highly recommended!\" - Arlo V.'})})]}),/*#__PURE__*/e(\"p\",{children:\"Generic much?\"}),/*#__PURE__*/e(\"p\",{children:\"Plus, gathering testimonials is a challenging task. It requires reaching out to clients, gathering their feedback, and crafting their words into impactful testimonials. But if you don't approach this process strategically, you run the risk of wasting time and effort.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"You don't want testimonials that simply occupy space on your website or proposals. You want testimonials that truly showcase the value you bring to the table.\"})}),/*#__PURE__*/e(\"p\",{children:\"So, how can you turn your lackluster testimonials into compelling endorsements that capture the attention of potential clients?\"}),/*#__PURE__*/e(\"h2\",{children:\"01 // Include headshots\"}),/*#__PURE__*/e(\"p\",{children:\"Imagine coming across a testimonial accompanied by a smiling face. The inclusion of headshots adds an immediate sense of credibility and relatability.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"It humanizes the testimonials, making them more engaging and trustworthy.\"})}),/*#__PURE__*/e(\"p\",{children:'By showcasing the faces of satisfied clients, you allow potential clients to connect on a personal level, as if these clients were speaking directly to them, saying, \"Hey, I had a fantastic experience working with these architects, and you can too!\"'}),/*#__PURE__*/e(\"p\",{children:\"And while we\u2019re at it - include their full name and title so your audience can better relate.\"}),/*#__PURE__*/e(\"h2\",{children:\"02 // Address emotions, outcomes, or objections\"}),/*#__PURE__*/e(\"p\",{children:\"Generic and vague testimonials don't leave a lasting impact. But don\u2019t try to do too much with one testimonial.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Focus on one thing for each testimonial and let the collective speak to the entire experience.\"})}),/*#__PURE__*/e(\"p\",{children:\"To truly captivate potential clients, your testimonials should highlight the positive emotions, outcomes, or solutions your clients experienced while working with you.\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Did you bring peace to their life through design?\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Did you enable their team to work more productively?\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Or did you address a common concern or objection they had?\"})})]}),/*#__PURE__*/e(\"p\",{children:\"Focus on these aspects, allowing your clients' words to paint a vivid picture of the remarkable experiences they had. Remember, emotions and relatability are powerful drivers in decision-making.\"}),/*#__PURE__*/e(\"h2\",{children:\"03 // Summarize with a headline\"}),/*#__PURE__*/e(\"p\",{children:\"The more direct, the better. Tell your audience what is so great about this client and testimonial. Tip: Numbers have a way of speaking volumes.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Whenever possible, quantify the impact you've made on your clients' lives.\"})}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Did you increase their property value by a certain percentage?\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Did you help them save costs through innovative design solutions?\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Did the new design increase retail revenue?\"})})]}),/*#__PURE__*/e(\"p\",{children:\"By incorporating outcome-based headlines into your testimonials, you provide tangible evidence of your expertise and reinforce the value you bring to the table. Numbers don't lie, and they serve as compelling proof of your capabilities.\"}),/*#__PURE__*/e(\"h2\",{children:\"TL;DR\"}),/*#__PURE__*/e(\"p\",{children:\"Testimonials are your secret weapons\u2014they add credibility, build trust, and showcase your expertise. Present them in a way that speaks directly to your target audience by:\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Including a headshot, full name, and title\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Addressing an emotion, outcome, or objection\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Summarizing with an outcome-based headline (ideally quantifiable)\"})})]}),/*#__PURE__*/e(\"p\",{children:\"Happy testimonial-ing!\"})]});export const richText2=/*#__PURE__*/t(n.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"A few weeks ago I revealed the top reason most people and businesses stop posting on LinkedIn and other social media accounts. Do you remember what it is?\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"They run out of ideas.\"})}),/*#__PURE__*/t(\"p\",{children:[\"In \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"content-formats-4-highly-engaging-linkedin-post-types-for-architects-(with-27-prompts)\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"smKQSHltA\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"that tactic\"})}),\", I shared \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"content-formats-4-highly-engaging-linkedin-post-types-for-architects-(with-27-prompts)\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"smKQSHltA\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"4 different types of formats\"})}),\" that you can use to present content to your audience and begin attracting high-quality clients organically. But there\u2019s actually another part that I left out, which will ensure that you never run out of ideas.\"]}),/*#__PURE__*/t(\"p\",{children:[\"It\u2019s a strategy that\u2019s used by every creator, influencer, and thought-leader that you follow to maintain an endless supply of valuable content. In fact, I first learned about this from the King of LinkedIn, \",/*#__PURE__*/e(i,{href:\"https://www.linkedin.com/in/justinwelsh/\",nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Justin Welsh\"})}),\". I\u2019ve used it to generate my LinkedIn and newsletter content for the last year and a half (so 38 newsletters deep seems like a good time to share it \uD83D\uDE02).\"]}),/*#__PURE__*/e(\"p\",{children:\"The best part? It\u2019s incredibly simple, which allows me to keep this week\u2019s newsletter short and sweet.\"}),/*#__PURE__*/e(\"p\",{children:\"Let\u2019s take a quick dive into your new content matrix.\"}),/*#__PURE__*/e(\"h2\",{children:\"Content Matrix\"}),/*#__PURE__*/e(\"p\",{children:\"You can think of a content matrix as an endless idea-generator. Each time you use it, you\u2019ll discover new concepts to explore and share with your audience.\"}),/*#__PURE__*/t(\"p\",{children:[\"Remember that your audience is your next high-quality client! If you \",/*#__PURE__*/e(\"em\",{children:\"consistently\"}),\" share content that is valuable, helpful, and relevant with them, then they will \",/*#__PURE__*/e(\"em\",{children:\"consistently\"}),\" come to you for architectural services.\"]}),/*#__PURE__*/e(\"p\",{children:\"A few weeks ago, I shared prompts that you can use for 4 different content formats:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Listicle\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"This vs That\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Educational\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Contrarian\"})})]}),/*#__PURE__*/t(\"p\",{children:[\"Feel free to \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"content-formats-4-highly-engaging-linkedin-post-types-for-architects-(with-27-prompts)\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"smKQSHltA\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"read it again\"})}),\" if you need a refresher.\"]}),/*#__PURE__*/e(\"p\",{children:\"To create your content matrix, we\u2019re going to give each format its own column like this:\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,2FidjymR2aKgn9x6B4iPMSBE8.png\",\"data-framer-height\":\"1200\",\"data-framer-width\":\"1920\",height:\"600\",src:\"https://framerusercontent.com/images/2FidjymR2aKgn9x6B4iPMSBE8.png\",srcSet:\"https://framerusercontent.com/images/2FidjymR2aKgn9x6B4iPMSBE8.png?scale-down-to=512 512w,https://framerusercontent.com/images/2FidjymR2aKgn9x6B4iPMSBE8.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/2FidjymR2aKgn9x6B4iPMSBE8.png 1920w\",style:{aspectRatio:\"1920 / 1200\"},width:\"960\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"The second part of your content matrix is themes that are relevant and valuable for your audience.\"})}),/*#__PURE__*/e(\"p\",{children:\"If you\u2019re a residential architect, that could be things like:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Space planning\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Furniture design\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Bedroom design\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Kitchen design\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Renovation budgeting\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Roof design\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Framing strategies\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Choosing a GC\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Material selection\"})})]}),/*#__PURE__*/e(\"p\",{children:\"If you\u2019re a commercial architect, that could be things like:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Parking requirements\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Code constraints\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Lighting design\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Material selection\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Historic preservation\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Ventilation\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Office space/restaurant/retail design\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Interior build-outs\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Cost-saving strategies\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Curtain wall construction\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Facade design\"})})]}),/*#__PURE__*/e(\"p\",{children:\"So now your matrix will look something like this:\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,2hre91XSpnjC6KET54jYy0s.png\",\"data-framer-height\":\"1200\",\"data-framer-width\":\"1920\",height:\"600\",src:\"https://framerusercontent.com/images/2hre91XSpnjC6KET54jYy0s.png\",srcSet:\"https://framerusercontent.com/images/2hre91XSpnjC6KET54jYy0s.png?scale-down-to=512 512w,https://framerusercontent.com/images/2hre91XSpnjC6KET54jYy0s.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/2hre91XSpnjC6KET54jYy0s.png 1920w\",style:{aspectRatio:\"1920 / 1200\"},width:\"960\"}),/*#__PURE__*/e(\"h2\",{children:\"Using your content matrix\"}),/*#__PURE__*/e(\"p\",{children:\"Using the example above, our content matrix now has 4 columns (content formats) and 9 rows (content themes). That\u2019s at least 36 valuable content ideas - over one month of content if you post every single day!\"}),/*#__PURE__*/e(\"p\",{children:\"How does it work? Simply choose a theme and select a content type to see what comes to mind. Let\u2019s give it a shot - what comes to mind?\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Roof design + Listicle\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Choosing a GC + This vs That\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Framing strategies + Educational\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Material selection + Contrarian\"})})]}),/*#__PURE__*/e(\"p\",{children:\"Based on your experience, you\u2019ll likely find yourself overflowing with stories, ideas, and examples that you can explore. That\u2019s why your content matrix is endless - you can add more themes and columns, but each combination can produce multiple results.\"}),/*#__PURE__*/e(\"p\",{children:\"Here\u2019s what comes to mind for me using the above examples:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Roof design + Listicle: 5 different types of residential roofs with their primary benefit.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Choosing a GC + This vs That: Signs of a good GC vs Signs of a bad GC.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Framing strategies + Educational: How to frame an exterior corner.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Material selection + Contrarian: Why the most expensive material isn\u2019t always the best option.\"})})]}),/*#__PURE__*/e(\"p\",{children:\"Is that similar to what you came up with?\"}),/*#__PURE__*/e(\"h2\",{children:\"TL;DR\"}),/*#__PURE__*/e(\"p\",{children:\"Most people and firms stop posting on social media because they run out of ideas.\"}),/*#__PURE__*/e(\"p\",{children:\"To prevent that from happening to you, use a content matrix of formats and themes that are relevant to your audience to create endless ideas.\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,2hre91XSpnjC6KET54jYy0s.png\",\"data-framer-height\":\"1200\",\"data-framer-width\":\"1920\",height:\"600\",src:\"https://framerusercontent.com/images/2hre91XSpnjC6KET54jYy0s.png\",srcSet:\"https://framerusercontent.com/images/2hre91XSpnjC6KET54jYy0s.png?scale-down-to=512 512w,https://framerusercontent.com/images/2hre91XSpnjC6KET54jYy0s.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/2hre91XSpnjC6KET54jYy0s.png 1920w\",style:{aspectRatio:\"1920 / 1200\"},width:\"960\"}),/*#__PURE__*/t(\"p\",{children:[\"You can grab a copy of your matrix \",/*#__PURE__*/e(i,{href:\"https://docs.google.com/spreadsheets/d/1MQy70BRrYA__C4Q7hg2vXvrJ9iVzeTuFu-W7Kx4fOTk/edit?usp=sharing\",nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"HERE\"})}),\" \u2192 Just go to File > Make a copy.\"]}),/*#__PURE__*/e(\"p\",{children:\"Happy posting \uD83D\uDE42\"})]});export const richText3=/*#__PURE__*/t(n.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"My family and I recently moved about 7 miles across town. It\u2019s not too far away from where we used to live but it\u2019s far enough that we need to build a new list of favorites.\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Favorite grocery stores\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Favorite restaurants\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Favorite dog groomer\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Favorite parks\"})})]}),/*#__PURE__*/e(\"p\",{children:\"You get the picture. How did we go about finding new favorites?\"}),/*#__PURE__*/e(\"p\",{children:\"We started with Google, of course. The typical:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"\u201CGrocery stores near me\u201D\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"\u201CRestaurants near me\u201D\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"\u201CGroomers near me\u201D\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"\u201CParks near me\u201D\"})})]}),/*#__PURE__*/e(\"p\",{children:\"And at this point, our brains are pretty trained to filter through options quickly based on a number of factors like location, number of reviews, average score of reviews, etc.\"}),/*#__PURE__*/e(\"p\",{children:\"It turns out most people do something similar. Searching online and reading reviews has become a regular part of the evaluation process whether you\u2019re buying a new computer or hiring a plumber.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Or looking for an architect.\"})}),/*#__PURE__*/e(\"p\",{children:\"If you\u2019re not prioritizing reviews (or barely have any reviews), then you\u2019re missing low hanging fruit and putting your firm\u2019s reputation at risk. Why?\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"If one person posts a bad review, then it could dramatically reduce your review score.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"You\u2019ll get overlooked by research-focused clients, who are typically high-quality.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"It may appear that you\u2019re not very busy or active (or \u201Cgood enough\u201D to hire).\"})})]}),/*#__PURE__*/e(\"p\",{children:\"But here\u2019s the good news:\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Most architects are sleeping on Google reviews.\"})}),/*#__PURE__*/e(\"p\",{children:\"Don\u2019t believe me? Search for \u201Carchitects near me\u201D real quick.\"}),/*#__PURE__*/e(\"p\",{children:\"When I ran my practice in Michigan, I was able to become the most-reviewed and highest-rated option in less than 6 months. And that meant that most people would contact me first before exploring other options.\"}),/*#__PURE__*/e(\"p\",{children:\"If I search \u201Carchitects near me\u201D in Charlotte, a city of nearly 1 million people with plenty of architecture firms, it looks something like this:\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,uJ4OujPOk3qrDHMiJvCxM9Mwgg.png\",\"data-framer-height\":\"1134\",\"data-framer-width\":\"2348\",height:\"567\",src:\"https://framerusercontent.com/images/uJ4OujPOk3qrDHMiJvCxM9Mwgg.png\",srcSet:\"https://framerusercontent.com/images/uJ4OujPOk3qrDHMiJvCxM9Mwgg.png?scale-down-to=512 512w,https://framerusercontent.com/images/uJ4OujPOk3qrDHMiJvCxM9Mwgg.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/uJ4OujPOk3qrDHMiJvCxM9Mwgg.png?scale-down-to=2048 2048w,https://framerusercontent.com/images/uJ4OujPOk3qrDHMiJvCxM9Mwgg.png 2348w\",style:{aspectRatio:\"2348 / 1134\"},width:\"1174\"}),/*#__PURE__*/e(\"p\",{children:\"Even New York City doesn\u2019t have much competition. Take a look:\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,ksbqrJb7tj9JP0WQG6KFu2cOrA.png\",\"data-framer-height\":\"1158\",\"data-framer-width\":\"2370\",height:\"579\",src:\"https://framerusercontent.com/images/ksbqrJb7tj9JP0WQG6KFu2cOrA.png\",srcSet:\"https://framerusercontent.com/images/ksbqrJb7tj9JP0WQG6KFu2cOrA.png?scale-down-to=512 512w,https://framerusercontent.com/images/ksbqrJb7tj9JP0WQG6KFu2cOrA.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/ksbqrJb7tj9JP0WQG6KFu2cOrA.png?scale-down-to=2048 2048w,https://framerusercontent.com/images/ksbqrJb7tj9JP0WQG6KFu2cOrA.png 2370w\",style:{aspectRatio:\"2370 / 1158\"},width:\"1185\"}),/*#__PURE__*/e(\"p\",{children:\"This means that it\u2019s relatively easy for your firm to take command of your local or regional searches to grab the low hanging fruit. A high average score with a healthy number of reviews means that your firm will get prioritized whenever someone searches for an architect in your area.\"}),/*#__PURE__*/e(\"p\",{children:\"Convinced? Here\u2019s how to do it:\"}),/*#__PURE__*/e(\"h2\",{children:\"01 // Verify your firm on Google\"}),/*#__PURE__*/e(\"p\",{children:\"This is the first step and it gives you the ability to manage your firm on Google so you can add images, descriptions, and (most importantly) request reviews from clients.\"}),/*#__PURE__*/t(\"p\",{children:[\"Google is always changing this process, but you can find the best option by reading Google\u2019s own post - \",/*#__PURE__*/e(i,{href:\"https://support.google.com/business/answer/7107242?hl=en\",nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"How to verify your business on Google\"})}),\".\"]}),/*#__PURE__*/e(\"p\",{children:\"In the past, it required a verification code to be sent via snail mail but now there are options for verifying online through your phone, text, or even email. The request doesn\u2019t take too long but it typically takes about a week for the request for verification to be approved.\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(i,{href:\"https://support.google.com/business/answer/7107242?hl=en\",nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Start now\"})}),\" so that you can begin capturing reviews next week.\"]}),/*#__PURE__*/e(\"h2\",{children:\"02 // Make reviews irresistible\"}),/*#__PURE__*/e(\"p\",{children:\"After you\u2019ve verified your firm, you can go to your business profile (in Google) and find your sharable review link by clicking on the \u201CAsk for reviews\u201D link in Google Search.\"}),/*#__PURE__*/e(\"p\",{children:\"From there, you just have to get clients to leave reviews. Easier said than done, right?\"}),/*#__PURE__*/e(\"p\",{children:\"Here\u2019s a few ways to get more client reviews:\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Just ask\"}),\": Seriously, sometimes it\u2019s just as simple as asking. I\u2019ve found this to be most effective with the clients that regularly reiterate their appreciation.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Discount their final invoice\"}),\": Offer to discount their final invoice by $50-$500 (this ranges from one firm to the next depending on your clientele). I personally used this method to get the majority of my reviews. I would call my client and say something like, \u201CI\u2019m putting together your final invoice right now and I\u2019m wondering if you\u2019d be open to a discount. Would you be willing to leave me a review if I send you a link? I\u2019d be happy to discount your final invoice by $100 if you\u2019re open to it.\u201D 100% success rate \uD83D\uDE42\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Offer an incentive\"}),\": Whether it\u2019s firm swag (like a t-shirt or sweatshirt) or gift cards to local coffee shops or restaurants - incentives can be effective. Offer an incentive in exchange for leaving a review. Note that because this option is a bit more hands-off, it will likely have the lowest conversion.\"]})})]}),/*#__PURE__*/e(\"h2\",{children:\"03 // Reach out to former clients\"}),/*#__PURE__*/e(\"p\",{children:\"If you really want to accelerate your reviews, then don\u2019t forget about all of your past clients. Gather their emails and have a principal or project manager reach out with a simple message.\"}),/*#__PURE__*/e(\"p\",{children:'\"Hi {first name}!'}),/*#__PURE__*/e(\"p\",{children:\"Hope that you\u2019re continuing to enjoy {completed project}. We\u2019ve recently started prioritizing Google reviews and I\u2019m wondering if you\u2019d be willing to spare 5 minutes to leave us a review?\"}),/*#__PURE__*/e(\"p\",{children:\"You can do so here {add link} - we\u2019d be incredibly thankful!\"}),/*#__PURE__*/e(\"p\",{children:\"Let me know what you think.\"}),/*#__PURE__*/e(\"p\",{children:'Talk soon! - {your name}\"'}),/*#__PURE__*/e(\"p\",{children:\"And if you want to make it more attractive, then add an incentive!\"}),/*#__PURE__*/e(\"h2\",{children:\"TL;DR\"}),/*#__PURE__*/e(\"p\",{children:\"Google reviews are an easy way to build reputation and pipeline in your local or regional area. They\u2019re typically overlooked by architecture firms, which makes it easier to become competitive in your area. To get started:\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Verify your firm on Google.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Make review irresistible.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Reach out to former clients.\"})})]}),/*#__PURE__*/e(\"p\",{children:\"In 6-12 months, you can expect a lot more inquiries from prospective clients \uD83D\uDE42\"})]});export const richText4=/*#__PURE__*/t(n.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"The reason that most content strategies fall short is actually really simple: people run out of ideas.\"}),/*#__PURE__*/e(\"p\",{children:\"After 18 months of experiencing insane growth by posting every single day on LinkedIn, I can tell you that the most important thing is consistency. And if you want to be consistent, then you need to be able to generate valuable ideas quickly and easily.\"}),/*#__PURE__*/e(\"p\",{children:\"The value of great content is infinite. Think about it: social media is free marketing. If you figure out how to capture the attention of your ideal client on social media, then your cost of acquisition will decrease dramatically.\"}),/*#__PURE__*/e(\"p\",{children:\"Need an example? Since I started this newsletter 7 months ago, I have grown it to over 1,700 architects without spending a dime. (Which is great because kids are expensive and I have two of them.)\"}),/*#__PURE__*/t(\"p\",{children:[\"Most of my subscribers have come from LinkedIn. Others have come through referrals or after hearing me on a podcast (also free). Last month, 397 new subscribers came to Tyler Tactics \",/*#__PURE__*/e(\"em\",{children:\"organically\"}),\" (Hi, new friends!! \uD83D\uDC4B).\"]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"If you share value, they will come.\"}),\" \u201CValue\u201D is defined by your audience. You always always always need to keep your audience in mind. Everything you write should be tailored to them.\"]}),/*#__PURE__*/e(\"p\",{children:\"In my case, my audience is\u2026you - architecture leaders that want to win great projects with amazing clients for deserving fees.\"}),/*#__PURE__*/e(\"p\",{children:\"Your audience is different. What\u2019s your transformation statement? What is your ICP and whose attention are you trying to get? It might be growing families or small businesses or developers. Whoever it is, make sure that your content is written specifically for them.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"So how can you get started?\"})}),/*#__PURE__*/e(\"p\",{children:\"As a firm leader, you don\u2019t want to neglect the power that social media has to attract high-quality clients for very little cost. But in order to attract, you need to be consistent.\"}),/*#__PURE__*/e(\"p\",{children:\"One of the most effective strategies for consistently generating valuable content is the use of different types of content. It helps break down your ideas so that you can use them in different ways.\"}),/*#__PURE__*/e(\"p\",{children:\"Here\u2019s 4 different types of content you can use along with some prompts to help you get started:\"}),/*#__PURE__*/e(\"h2\",{children:\"01 // Listicle\"}),/*#__PURE__*/e(i,{href:\"https://www.linkedin.com/posts/tylersuomala_11-ways-to-build-meaningful-client-relationships-activity-7058773554376413184-p6M8?utm_source=share&utm_medium=member_desktop\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{className:\"framer-image\",\"data-preset-tag\":\"img\",children:/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,QU60KW2LJmg2rEVf0tchD2OEB68.png\",\"data-framer-height\":\"1080\",\"data-framer-width\":\"1080\",height:\"540\",src:\"https://framerusercontent.com/images/QU60KW2LJmg2rEVf0tchD2OEB68.png\",srcSet:\"https://framerusercontent.com/images/QU60KW2LJmg2rEVf0tchD2OEB68.png?scale-down-to=512 512w,https://framerusercontent.com/images/QU60KW2LJmg2rEVf0tchD2OEB68.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/QU60KW2LJmg2rEVf0tchD2OEB68.png 1080w\",style:{aspectRatio:\"1080 / 1080\"},width:\"540\"})})}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"What is it?\"}),\" It\u2019s all in the name. A \u201Clisticle\u201D is simply a list of items or actions related to a specific topic.\"]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Why does it work?\"}),\" Curiosity is a great attention-grabber. And people are naturally motivated to read an entire list when they see one so that they can compare with their own expectations.\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"What are some prompts?\"})}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Steps for choosing an architect\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Questions you should ask an architect\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Benefits of hiring your firm\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Indications around your home or office that you should talk to an architect\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"The process of working with your firm\"})})]}),/*#__PURE__*/e(\"h2\",{children:\"02 // This vs That\"}),/*#__PURE__*/e(i,{href:\"https://www.linkedin.com/posts/tylersuomala_awful-proposals-vs-awesome-proposals-activity-7054787283622793216-Li5B?utm_source=share&utm_medium=member_desktop\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{className:\"framer-image\",\"data-preset-tag\":\"img\",children:/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,Ft6aafwRre2e3k3MbB9tDUadTX0.png\",\"data-framer-height\":\"1080\",\"data-framer-width\":\"1080\",height:\"540\",src:\"https://framerusercontent.com/images/Ft6aafwRre2e3k3MbB9tDUadTX0.png\",srcSet:\"https://framerusercontent.com/images/Ft6aafwRre2e3k3MbB9tDUadTX0.png?scale-down-to=512 512w,https://framerusercontent.com/images/Ft6aafwRre2e3k3MbB9tDUadTX0.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/Ft6aafwRre2e3k3MbB9tDUadTX0.png 1080w\",style:{aspectRatio:\"1080 / 1080\"},width:\"540\"})})}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"What is it?\"}),\" A relevant comparison between two things.\"]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Why does it work?\"}),\" People like being right or getting confirmation of their own thoughts and ideas. This specifically works well if you frame it as a \u201CGood vs Bad\u201D or \u201CYou vs Others\u201D situation. Your audience will want to make sure that they are in the correct bucket, so they\u2019re more likely to engage with the content.\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"What are some prompts?\"})}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Prepared client vs unprepared client\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Helpful client vs hurtful client\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Cheap materials vs luxury materials\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Architect vs contractor\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Good architecture vs bad architecture\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Healthy spaces vs unhealthy spaces\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Natural lighting vs artificial lighting\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Prefab vs custom\"})})]}),/*#__PURE__*/e(\"h2\",{children:\"03 // Educational\"}),/*#__PURE__*/e(i,{href:\"https://www.linkedin.com/posts/tylersuomala_upfront-contract-activity-7060585493712797696-0tW5?utm_source=share&utm_medium=member_desktop\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{className:\"framer-image\",\"data-preset-tag\":\"img\",children:/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,CP1sDGAr9JnbNzl2QGCO8miXc.png\",\"data-framer-height\":\"1080\",\"data-framer-width\":\"1080\",height:\"540\",src:\"https://framerusercontent.com/images/CP1sDGAr9JnbNzl2QGCO8miXc.png\",srcSet:\"https://framerusercontent.com/images/CP1sDGAr9JnbNzl2QGCO8miXc.png?scale-down-to=512 512w,https://framerusercontent.com/images/CP1sDGAr9JnbNzl2QGCO8miXc.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/CP1sDGAr9JnbNzl2QGCO8miXc.png 1080w\",style:{aspectRatio:\"1080 / 1080\"},width:\"540\"})})}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"What is it?\"}),\" Teaching your audience how to do something that will improve their life or business.\"]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Why does it work?\"}),\" Educational posts usually get lower engagement but attract higher-quality clients. Engagement is lower because educational posts tend to be more specific. But the quality of engagement is higher because those that engage are more likely to be within your ideal niche. Educational posts are also great for building rapport with your audience and exemplifying the value you can bring to the table.\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"What are some prompts?\"})}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"How to conduct a search for an architect\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"How to select materials\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"How to build a renovation budget\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"How to estimate building or renovation costs\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"How to design a space\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"How to design an interior\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"How to make your home/office/building more energy efficient\"})})]}),/*#__PURE__*/e(\"h2\",{children:\"04 // Contrarian\"}),/*#__PURE__*/e(i,{href:\"https://www.linkedin.com/posts/tylersuomala_stop-perpetuating-the-myth-of-the-starchitect-activity-7061689417970696192-StKJ?utm_source=share&utm_medium=member_desktop\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{className:\"framer-image\",\"data-preset-tag\":\"img\",children:/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,9DF3RnjlKA50ccrsoH06qXdILcs.png\",\"data-framer-height\":\"1080\",\"data-framer-width\":\"1080\",height:\"540\",src:\"https://framerusercontent.com/images/9DF3RnjlKA50ccrsoH06qXdILcs.png\",srcSet:\"https://framerusercontent.com/images/9DF3RnjlKA50ccrsoH06qXdILcs.png?scale-down-to=512 512w,https://framerusercontent.com/images/9DF3RnjlKA50ccrsoH06qXdILcs.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/9DF3RnjlKA50ccrsoH06qXdILcs.png 1080w\",style:{aspectRatio:\"1080 / 1080\"},width:\"540\"})})}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"What is it?\"}),\" A statement or idea that challenges the status quo.\"]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Why does it work?\"}),\" Contrarian posts tend to be emotional triggers. People either whole-heartedly agree or strongly disagree. As a result, it typically drives great engagement. (For what it\u2019s worth, I only get really angry comments like twice a year - it\u2019s not super common so don\u2019t let it stop you!)\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"What are some prompts?\"})}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"STOP PAINTING BRICK HOUSES \uD83D\uDE02\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Is LEED certification necessary?\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Expensive materials aren\u2019t the best materials\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Expensive products aren\u2019t the best products\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Red flag(s) when hiring an architect\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Why you should/shouldn\u2019t do design-build\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Design is/isn\u2019t the most important part of a project\"})})]}),/*#__PURE__*/e(\"h2\",{children:\"TL;DR\"}),/*#__PURE__*/e(\"p\",{children:\"Social media is a low-cost marketing tool with great potential to attract high-quality clients. In order to utilize it well, you have to consistently post content that is valuable to your audience.\"}),/*#__PURE__*/e(\"p\",{children:\"To help breakdown your content creation, use different content types like:\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Listicle\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"This vs That\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Educational\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Contrarian\"})})]}),/*#__PURE__*/e(\"p\",{children:\"Happy posting!\"})]});export const richText5=/*#__PURE__*/t(n.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"At different points in your journey, you\u2019ll notice fear creeping in and preventing you from doing what\u2019s best for you and your business.\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Fear of not knowing what to do next\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Fear of wasting your time\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Fear of rejection\"})})]}),/*#__PURE__*/t(\"p\",{children:[\"Have you noticed this in your own experience? It\u2019s that last one that I\u2019ve found to be a huge blocker when firms are ramping up their business development (BD) efforts. \",/*#__PURE__*/e(\"strong\",{children:\"Most people don\u2019t realize the opportunity and necessity of being told \u201Cno\u201D.\"}),\" And it holds them back.\"]}),/*#__PURE__*/e(\"p\",{children:\"What happens when a fear of rejection takes hold in your business?\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"You only pursue jobs that you think you can win.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"You don\u2019t give yourself the opportunity to grow and expand.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"You leave pools of potential clients and projects on the table.\"})})]}),/*#__PURE__*/e(\"p\",{children:\"Basically, you feel like you\u2019re pinned against the wall and unable to pursue desired opportunities or test the waters. It\u2019s not a great spot to be.\"}),/*#__PURE__*/e(\"p\",{children:\"Here\u2019s the deal:\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Winning business development strategies require hearing \u201Cno\u201D A LOT.\"})}),/*#__PURE__*/e(\"p\",{children:\"Why is that? BD is the system that nurtures and sells your services to clients. And selling is a losing game - even for the best sellers in the world. If you're selling correctly, you'll hear \\\"no\\\" more often than \\\"yes.\\\" But that's okay because growth isn't about your win percentage, it's about your attempts.\"}),/*#__PURE__*/e(\"p\",{children:\"So if you often wonder to yourself whether the healthiest architecture firms get told \u201Cno\u201D, the answer is a resounding \u201CAbso-freakin\u2019-lutely\u201D. All the time. Every week. And more often than not.\"}),/*#__PURE__*/t(\"p\",{children:[\"Winning firms are simply \",/*#__PURE__*/e(\"strong\",{children:\"trying\"}),\" to get more jobs. And they\u2019re trying harder than their competitors. They pursue jobs that they\u2019re unsure if they can get. They make relationships with people and companies that are outside of their current ICP. They constantly expand and build their network.\"]}),/*#__PURE__*/e(\"p\",{children:\"So it\u2019s a good idea to regularly ask yourself:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"How many jobs do I try to get now?\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Is the fear of rejection preventing me from pursuing work?\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"What would it look like if I doubled or tripled the amount of projects I pursue?\"})})]}),/*#__PURE__*/e(\"p\",{children:\"Here\u2019s how you can prevent a fear of rejection from minimizing your BD:\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Talk to more people.\"}),\" Don't limit yourself to your usual network. Reach out to new people, attend events, and build relationships with people and businesses outside of your typical market.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:'Get told \"no\" more often.'}),' This might sound counterintuitive, but it\\'s essential. You want to shift your mindset away from fearing \u201Cno\u201D to chasing \u201Cno\u201D. Every \"no\" is an opportunity to learn and improve. The more you hear \"no\" the better you\\'re BD strategy will become.']})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Get feedback.\"}),\" Don\u2019t take \u201Cno\u201D at face value. The real work begins after a prospective client tells you \u201Cno\u201D. Ask them why it doesn't make sense and where you fell short. Perhaps there was a specific aspect of your proposal that did not resonate with them, or they felt more comfortable with a different approach.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Make adjustments.\"}),\" Their feedback is invaluable to your growth. Based on the feedback you receive, make adjustments to your approach. Try new things, experiment, and don't be afraid to fail.\"]})})]}),/*#__PURE__*/e(\"p\",{children:\"And don\u2019t look back. Because the real growth happens when you realize that every \u201Cno\u201D is one step closer to hearing \u201Cyes\u201D \uD83D\uDE09\"}),/*#__PURE__*/e(\"h2\",{children:\"TL;DR\"}),/*#__PURE__*/e(\"p\",{children:\"It\u2019s great, normal, and healthy to get told \u201Cno\u201D often. If you want to win more work and attract high-quality clients, pursue more work and treat \u201Cno\u201D as an opportunity improve your BD strategy.\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Talk to more people.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Get told \u201Cno\u201D more often.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Get feedback.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Make adjustments.\"})})]}),/*#__PURE__*/e(\"p\",{children:\"Consider this newsletter as your starting point because I\u2019ll never write \u201Cno\u201D this many times again \uD83D\uDE02\"})]});export const richText6=/*#__PURE__*/t(n.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"If you\u2019ve followed me long enough, then you know that I\u2019m endlessly encouraging you to increase fees. I subconsciously mention it on LinkedIn weekly and tend to touch on architectural fees in every podcast interview.\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,jSxlW6WOnRyrzsij2p7jI9EQRq0.png\",\"data-framer-height\":\"1340\",\"data-framer-width\":\"1920\",height:\"670\",src:\"https://framerusercontent.com/images/jSxlW6WOnRyrzsij2p7jI9EQRq0.png\",srcSet:\"https://framerusercontent.com/images/jSxlW6WOnRyrzsij2p7jI9EQRq0.png?scale-down-to=512 512w,https://framerusercontent.com/images/jSxlW6WOnRyrzsij2p7jI9EQRq0.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/jSxlW6WOnRyrzsij2p7jI9EQRq0.png 1920w\",style:{aspectRatio:\"1920 / 1340\"},width:\"960\"}),/*#__PURE__*/e(\"p\",{children:\"After having this conversation so many times, I\u2019m well-aware of the natural reactions. Things like:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"the market won\u2019t allow it\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"we won\u2019t get as many projects\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"someone will always be willing to undercut\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"AIA and/or RIBA need to better educate the general public\"})})]}),/*#__PURE__*/e(\"p\",{children:\"The list goes on. And while those feel like real concerns, I don\u2019t believe any of them should stop you from increasing your fees and continuing to attract high-quality clients.\"}),/*#__PURE__*/t(\"p\",{children:[\"Admittedly, what I haven\u2019t focused on enough is belief. \",/*#__PURE__*/e(\"strong\",{children:\"You have to believe in what you\u2019re selling.\"}),\" You have to believe \",/*#__PURE__*/e(\"em\",{children:\"in your core\"}),\" that you\u2019re delivering a high-quality experience and end result that will surely and measurably improve lives.\"]}),/*#__PURE__*/e(\"p\",{children:\"If you don\u2019t believe that, neither will your clients. And the first time you receive pushback for increasing your fees, you\u2019ll fall into one of the above camps - instead of believing in your own value you\u2019ll believe that other things, outside of your control, are actually preventing you from increasing your fees.\"}),/*#__PURE__*/e(\"p\",{children:\"Know the unique value that you bring to the table. Because it is unique and you are incredibly valuable.\"}),/*#__PURE__*/e(\"p\",{children:\"Let me just write it one more time so that you don\u2019t scan over it:\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"You are unique and incredibly valuable. And your fees need to reflect that.\"})}),/*#__PURE__*/e(\"p\",{children:\"Here\u2019s 4 ways to start and continue believing in your value:\"}),/*#__PURE__*/e(\"h2\",{children:\"01 // Surround yourself with value driven people\"}),/*#__PURE__*/e(\"p\",{children:\"The people you surround yourself with can have a significant impact on your mindset and beliefs. If you're constantly around individuals who undervalue their work and undercharge for their services, it can be challenging to maintain a belief in your own worth.\"}),/*#__PURE__*/e(\"p\",{children:\"We all need a little positive reinforcement every now and then, and that's especially true when it comes to believing in our own value.\"}),/*#__PURE__*/e(\"p\",{children:\"Seek out communities of like-minded professionals who understand the value of their work and charge accordingly. Join professional organizations, attend industry events and conferences, and connect with other professionals on social media who share your values. (Know that I\u2019m always your partner in value and I believe this amazing community is too!)\"}),/*#__PURE__*/e(\"h2\",{children:\"02 // Gather the goods\"}),/*#__PURE__*/e(\"p\",{children:\"One way to overcome self-doubt is by gathering evidence of your past successes and the value you've provided to clients. Take some time to gather and organize client testimonials, case studies, and before-and-after photos of completed projects.\"}),/*#__PURE__*/e(\"p\",{children:\"Stick them in a folder that\u2019s easy to access - I even have a folder like this in my email for Tyler Tactics!\"}),/*#__PURE__*/e(\"p\",{children:\"When you're feeling unsure or facing pushback, review these materials to remind yourself of the value you've provided in the past. By having these \\\"goods\\\" at your fingertips, you'll be better equipped to confidently charge what you're worth.\"}),/*#__PURE__*/e(\"h2\",{children:\"03 // Remind yourself regularly\"}),/*#__PURE__*/e(\"p\",{children:\"Believing in your own value is an ongoing process, and it requires regular reinforcement.\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"Write down your value proposition and review it regularly. What makes you unique and valuable as an architect? What sets you apart from your competition? Need some help? Make 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(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:'Practice positive affirmations. Write down positive statements about your value and read them aloud to yourself every day. For example, \"I am a skilled and experienced architect who provides exceptional value to my clients.\" It might feel silly at first, but I\u2019ve personally found this to be incredibly effective.'})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Celebrate your successes. When you complete a project, take some time to reflect on the value you provided and the impact you made. Give yourself the space to appreciate and value your worth.\"})})]}),/*#__PURE__*/e(\"h2\",{children:\"04 // Bonus list\"}),/*#__PURE__*/e(\"p\",{children:\"I feel like a fitting end to this pep-talk attempt is by including a list of some ways that architects add value to clients and society. Here you go:\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Increased property value.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Improved functionality.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Enhanced user experience.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Reduced maintenance costs.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Compliance with regulations.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Mitigated risks.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Increased building efficiency.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Sustainable design.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Improved health and wellness.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Increased brand recognition through design.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Material & Cost savings.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Reduced liability.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Improved safety.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Reduced environmental impact.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Increased community engagement.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Preserving historical integrity.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Reduced project timelines.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Improved accessibility.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Tangible aesthetics.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Streamlined stakeholder management.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Improved energy performance.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Reduced waste and materials use.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Unique design and technical innovation.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Greater connection to context and environment.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"YOU IMPROVE PEOPLE\u2019S LIVES THROUGH DESIGN AND TECHNICAL EXPERTISE.\"})})]}),/*#__PURE__*/e(\"h2\",{children:\"TL;DR\"}),/*#__PURE__*/e(\"p\",{children:\"You are amazing. You are unique. You are incredibly valuable.\"}),/*#__PURE__*/e(\"p\",{children:\"And your fees need to reflect that.\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Surround yourself with value-driven people\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Gather the goods\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Remind yourself regularly\"})})]})]});export const richText7=/*#__PURE__*/t(n.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"It\u2019s challenging to turn over a new leaf every time you get a new projects.\"}),/*#__PURE__*/e(\"p\",{children:\"You have to build rapport, set expectations, qualify, and negotiate all before the project even begins. And there\u2019s only so much time in the day, which means that pursuing new work usually comes at the expense of progressing on an existing project. It\u2019s a troubling game of cat and mouse that can be difficult to balance, especially in the early years of your ownership or leadership career.\"}),/*#__PURE__*/t(\"p\",{children:[\"Don\u2019t get me wrong, I love to share tactics that help you attract high-quality clients. To me, business development is the easiest lever to pull in order to move your business \u201Cup and to the right\u201D because there\u2019s \",/*#__PURE__*/e(\"em\",{children:\"so much\"}),\" room for improvement in the industry (the bar is set pretty low). But there\u2019s another side of the coin that we haven\u2019t addressed before\u2026\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"When you put in the work to attract and retain high-quality clients, you want to keep them coming back for more!\"})}),/*#__PURE__*/e(\"p\",{children:\"Repeat clients play a big part in your firm\u2019s financial health because they\u2019re:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"far less expensive to acquire than new business\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"easier to upsell, negotiate, and close due to familiarity with your firm\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"more stable as a result of their past experience and mutual respect in working together\"})})]}),/*#__PURE__*/e(\"p\",{children:\"In general, as repeat clients become a more regular part of your pipeline, it opens up more opportunities for sustained stability and growth.\"}),/*#__PURE__*/e(\"p\",{children:\"Here\u2019s 5 things you can do to keep your clients coming back:\"}),/*#__PURE__*/e(\"h2\",{children:\"01 // Communicate transparently\"}),/*#__PURE__*/e(\"p\",{children:\"It\u2019s important to maintain an open and honest line of communication with your clients. \u201CNo news is good news\u201D does not apply here. You want to tell your clients the good and the bad throughout the entire project.\"}),/*#__PURE__*/e(\"p\",{children:\"If something isn\u2019t going as planned or you\u2019re going to miss a deadline, then tell them ASAP. Listen and acknowledge their concerns so that they feel heard and understood. But make sure you have a solution in place. Instead of focusing on what is going wrong, focus on what you\u2019re doing to solve the issue (and keep it from happening again).\"}),/*#__PURE__*/e(\"p\",{children:\"Will they be happy with every update? Maybe not. But they\u2019ll appreciate your transparency and value your solutions even more with the full context of each situation.\"}),/*#__PURE__*/e(\"h2\",{children:\"02 // Deliver amazing results\"}),/*#__PURE__*/e(\"p\",{children:\"Like. Amazing results. In each phase. For every deliverable. Each time.\"}),/*#__PURE__*/e(\"p\",{children:\"Seem too obvious? The issue is almost always where you don\u2019t think you have to look.\"}),/*#__PURE__*/e(\"p\",{children:\"I was speaking to a firm owner several months ago that was struggling to get repeat work. They felt like they were communicating effectively and they were happy with the quality of their clients. Their lack of repeat work was extremely confusing to them because they felt as thought they were doing all the right things.\"}),/*#__PURE__*/e(\"p\",{children:'After listening for a bit, I asked them\"'}),/*#__PURE__*/t(\"p\",{children:['\"How do ',/*#__PURE__*/e(\"em\",{children:\"you\"}),' feel about the work your pushing out for your clients?\"']}),/*#__PURE__*/e(\"p\",{children:\"\u201CHmmm\u2026it\u2019s ok I guess,\u201D they replied.\"}),/*#__PURE__*/e(\"p\",{children:\"Here\u2019s a simple rule: if you\u2019re not impressed with your work, then don\u2019t expect anyone else to be impressed.\"}),/*#__PURE__*/e(\"h2\",{children:\"03 // Do small things that exceed expectations\"}),/*#__PURE__*/e(\"p\",{children:\"Contrary to popular believe, you don\u2019t need to destroy your profit margin to go above and beyond for your clients. Include additional renderings, detail some beautiful cabinets, or send over some firm swag.\"}),/*#__PURE__*/e(\"p\",{children:\"Small touches will leave a lasting impression. (Not to mention the added bonus of being reminded of your firm every time they wear a branded hat or sweatshirt.)\"}),/*#__PURE__*/e(\"h2\",{children:\"04 // Publish the completed project\"}),/*#__PURE__*/e(\"p\",{children:\"Publishing work is a win-win for your firm and the client.\"}),/*#__PURE__*/e(\"p\",{children:\"Publishing the project on your website, in the newspaper, or an A+D publication provides your firm with good exposure and makes your client feel valued and appreciated by your firm. Nothing says, \u201CMy architects are the best!\u201D like seeing their home/office/building featured in a publication. It provides a good source of provide and satisfaction while helping to strengthen your client relationship.\"}),/*#__PURE__*/e(\"h2\",{children:\"05 // Stay in touch\"}),/*#__PURE__*/e(\"p\",{children:\"You\u2019re busy. Your clients are busy. And when a project is finished, it\u2019s easy to focus on what\u2019s next and forget about the past.\"}),/*#__PURE__*/e(\"p\",{children:\"Don\u2019t let that happen.\"}),/*#__PURE__*/t(\"p\",{children:[\"For one, you want to ask for feedback (remember the \",/*#__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:\"client survey\"})}),\"!) or even offer additional services. But you also want to keep the line of communication open so that there\u2019s \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"reduce-friction-5-ways-to-streamline-architecture-firm-operations\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"B9logtpVO\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"less friction\"})}),\" when beginning another project in the future.\"]}),/*#__PURE__*/e(\"p\",{children:\"Set up reminders in your calendar or email every few months to check in with the client. You have to be proactive in seeking opportunities - don\u2019t wait for them to come to you.\"}),/*#__PURE__*/e(\"h2\",{children:\"TL;DR\"}),/*#__PURE__*/e(\"p\",{children:\"Attracting high-quality clients is no small task. So you want to be sure to keep those clients coming back for more in order to develop a healthy pipeline with stable financials.\"}),/*#__PURE__*/e(\"p\",{children:\"To keep your clients coming back:\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Communication transparently\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Deliver amazing results\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Do small things that exceed expectations\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Publish the completed project\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Stay in touch\"})})]}),/*#__PURE__*/e(\"p\",{children:\"And enjoy your increase in repeat clients as a result!\"})]});export const richText8=/*#__PURE__*/t(n.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"Case studies are a powerful tool for attracting high-quality clients to your firm.\"}),/*#__PURE__*/e(\"p\",{children:\"When used and written correctly, they consistently pump opportunities into your pipeline.\"}),/*#__PURE__*/e(\"p\",{children:\"(For the record, when I say \u201Ccase study\u201D I\u2019m referring to projects listed on your website or used in your proposals to reference your past work.)\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Most case studies are more written for other architects rather than ideal clients.\"})}),/*#__PURE__*/e(\"p\",{children:\"They usually use grandiose language, thoughtfully explain every architectural detail, describe the tactile nature of each material, expound any LEED certification, (take a sip of your coffee - this list is long), mention every award received, dive deep into the cultural inspirations of the design, list out every program, and provide theoretical justifications of their design. (Yes, I\u2019m literally reading a case study on an architect\u2019s website as I write this.)\"}),/*#__PURE__*/e(\"p\",{children:\"While this information is important, it does not tell the (most effective) story of the project. Sure, it\u2019s well-written. But will it attract high-quality clients? Not likely.\"}),/*#__PURE__*/e(\"p\",{children:\"You spend months to years producing incredible spaces for your clients and, when it\u2019s all over, you want the project to live on. You want to squeeze it for all it\u2019s worth. You want it to attract the right attention. And, ultimately, you want to continue building towards something bigger and better.\"}),/*#__PURE__*/e(\"h2\",{children:\"PAS it along\"}),/*#__PURE__*/e(\"p\",{children:\"So how do you do that? Turns out this is a challenge that copywriters have spent decades trying to understand and solve.\"}),/*#__PURE__*/e(\"p\",{children:\"One of the most compelling frameworks is known as PAS (Problem - Agitation - Solution). Potential clients want to know how you solved a problem and how you made a difference to your client. They want to see how you tackled challenges and how you brought value to the project.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"That\u2019s because problems capture attention.\"})}),/*#__PURE__*/e(\"p\",{children:\"Especially when the problem is familiar to your ideal client. So once you\u2019ve gotten that attention, you want to convert it into a meaningful opportunity for your firm as often as possible.\"}),/*#__PURE__*/e(\"p\",{children:\"PAS is effective for case studies because:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"It allows you to tell a compelling story that captures the attention of potential clients.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"It demonstrates your ability to solve problems and come up with innovative solutions.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"It helps potential clients understand how you work and what you can offer them.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"It establishes you as a thought leader in the industry.\"})})]}),/*#__PURE__*/e(\"p\",{children:\"Let\u2019s dive into the three parts of the framework:\"}),/*#__PURE__*/e(\"h3\",{children:\"01 // Problem\"}),/*#__PURE__*/t(\"p\",{children:[\"The first part of the PAS framework is to \",/*#__PURE__*/e(\"strong\",{children:\"identify the problem(s)\"}),\" that your client was facing. This could be anything from a lack of space, outdated design, or a need for more functionality. This is where your \",/*#__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 notes\"})}),\" from \",/*#__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:\"diving into the pain\"})}),\" of your client early on is important.\"]}),/*#__PURE__*/e(\"p\",{children:\"Articulate the problems so that the reader can be put into the shoes of your client.\"}),/*#__PURE__*/e(\"h3\",{children:\"02 // Agitation\"}),/*#__PURE__*/t(\"p\",{children:[\"The second part of the PAS framework is to \",/*#__PURE__*/e(\"strong\",{children:\"agitate the problem\"}),\". This involves describing the problem in detail and making the reader feel the pain of the problem.\"]}),/*#__PURE__*/e(\"p\",{children:\"What were the impacts of the problem on the client\u2019s day-to-day activities? What were the impacts on their team or family? How was the problem preventing them from achieving their ideal outcome?\"}),/*#__PURE__*/e(\"p\",{children:\"This is important because it makes the reader more invested in the story and more interested in the solution. By highlighting the challenges and obstacles that were faced during the project, you frame your ability to think creatively and come up with innovative and custom-fit solutions.\"}),/*#__PURE__*/e(\"h3\",{children:\"03 // Solution\"}),/*#__PURE__*/t(\"p\",{children:[\"The final part of the PAS framework is to \",/*#__PURE__*/e(\"strong\",{children:\"provide the solution to the problem\"}),\". This is where you showcase your skills and expertise.\"]}),/*#__PURE__*/e(\"p\",{children:\"Describe how you solved the problem and how your design made a difference to your client. It is important to be specific, provide details of the solution, and write about how the solution helped the client achieve their ideal outcome.\"}),/*#__PURE__*/e(\"p\",{children:\"This allows other high-quality (potential) clients to understand how you work and what you can offer them.\"}),/*#__PURE__*/e(\"h2\",{children:\"PAS Template\"}),/*#__PURE__*/e(\"p\",{children:\"Here\u2019s a very rudimentary template you can use to supercharge your case studies.\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Problem: When {client} came to us, they were experiencing challenges with {x, y, and z}.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Agitation: As a result, they were unable to {impact on day-to-day activities}. This also prevented their {family/team/company} from {impact of challenge}. Ultimately, {x, y, and z challenges} meant that they couldn\u2019t {achieve ideal outcome}.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Solution: We worked with {client} to address {x, y, and z challenges} by {solution summary}. By improving {challenge x}, the {impact of challenge x} was mitigated, which meant they were able to {achieve ideal outcome}. Now {client} experiences {ideal outcome} each day by {examples}.\"})})]}),/*#__PURE__*/e(\"p\",{children:\"Fill it in. Make it colorful. Expand where needed.\"}),/*#__PURE__*/e(\"p\",{children:\"But it doesn\u2019t have to be long.\"}),/*#__PURE__*/e(\"p\",{children:\"It doesn\u2019t have to list out every program.\"}),/*#__PURE__*/e(\"p\",{children:\"It doesn\u2019t have to include every detail of the project.\"}),/*#__PURE__*/e(\"p\",{children:\"It can be a short and powerful conversion machine.\"}),/*#__PURE__*/e(\"h2\",{children:\"TL;DR\"}),/*#__PURE__*/e(\"p\",{children:\"Most case studies are written for other architects rather than ideal clients. Use the PAS framework to supercharge your case studies, capture the attention of high-quality clients, and convert them into opportunities for your firm.\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Identify the problem.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Agitate the problem.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Provide the solution.\"})})]}),/*#__PURE__*/e(\"p\",{children:\"BONUS: this works for social posts, speeches, and stories as well.\"}),/*#__PURE__*/e(\"p\",{children:\"You might even notice that I use this framework in the majority of my newsletters \uD83D\uDE42\"})]});export const richText9=/*#__PURE__*/t(n.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"This past week, I had the honor of judging the 11th annual Architizer A+ awards.\"}),/*#__PURE__*/e(\"p\",{children:\"I spent several evenings reviewing and ranking submissions for 8 different categories of work.\"}),/*#__PURE__*/t(\"p\",{children:[\"And it took me back to my own hopeful awards submissions of the past. It\u2019s \",/*#__PURE__*/e(\"strong\",{children:\"SO HARD\"}),\" to win awards for your work, right?\"]}),/*#__PURE__*/t(\"p\",{children:[\"Many architects struggle to put together a compelling application that effectively conveys their accomplishments and unique approach to a project. You\u2019re unsure about what to include in the application, how to showcase your work in the best possible light, or \",/*#__PURE__*/e(\"strong\",{children:\"how to make your submission stand out from the hundreds of others that the judges will review\"}),\".\"]}),/*#__PURE__*/t(\"p\",{children:[\"Understandably, awards can be a source of frustration. You put in a tremendous amount of work and effort into your projects, only to have their submissions overlooked or rejected. And while we don\u2019t necessarily do architecture for the awards, \",/*#__PURE__*/e(\"strong\",{children:\"failing to win awards for your work can be demotivating\"}),\".\"]}),/*#__PURE__*/t(\"p\",{children:[\"So why not dive deeper into the perspective of a judge while my thoughts are still fresh? Because while all of the work was incredible, the presentation of the work itself varied greatly. \",/*#__PURE__*/e(\"strong\",{children:\"And when it comes to awards, the presentation makes all the difference.\"})]}),/*#__PURE__*/e(\"p\",{children:\"Here\u2019s 3 things you can do to improve your submission:\"}),/*#__PURE__*/e(\"h2\",{children:\"01 // Address the criteria directly\"}),/*#__PURE__*/e(\"p\",{children:\"Something that becomes immediately clear is whether or not a firm chose to read the requirements and adjust their submission accordingly. It\u2019s obvious if a firm does a simple copy + paste of the project description from their website versus a firm that explains how and/or why the project addresses the evaluation criteria.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Take the time to read through the submission guidelines and make sure you understand exactly what the judges are looking for.\"})}),/*#__PURE__*/e(\"p\",{children:\"For example, I was asked to judge projects based on three criteria - form, function, and impact. Some descriptions were more indirect in their relation to the criteria, forcing me to read between the lines. Others addressed each criteria directly and explained how the project responded to each, which made it much easier to evaluate. By being more direct, firms are able to better control the conversation and thought process of the judges.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Focus on highlighting the aspects of your work that align with the award criteria.\"})}),/*#__PURE__*/e(\"p\",{children:\"For example, if the award is focused on sustainable design, make sure you include information on the sustainability features of your project and how they impact the environment. If the award is focused on community impact, be sure to highlight the ways in which your project positively impacted the surrounding community. Heck, throw in a quote from an end user of the project just to really bring home the impact!\"}),/*#__PURE__*/e(\"h2\",{children:\"02 // Activate images with people\"}),/*#__PURE__*/e(\"p\",{children:\"Architecture ultimately serves people and society. So while images of the building itself are important, photos that show how people interact with and use the space are more impactful.\"}),/*#__PURE__*/t(\"p\",{children:[\"Sure, this is my personal opinion but there\u2019s also some science behind it. It\u2019s a \",/*#__PURE__*/e(i,{href:\"https://theamericangenius.com/business-marketing/the-science-behind-using-pictures-of-people-in-marketing-on-web-profiles/\",nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"little known marketing secret\"})}),\" that images with people convert better in most situations.\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Images that show occupied spaces help judges understand the human impact of your work.\"})}),/*#__PURE__*/e(\"p\",{children:\"It can also help them understand how the space is used and how it meets the needs of its users. Bonus points if the image is powerful enough to welcome the viewer in and allow them to imagine being in the space.\"}),/*#__PURE__*/e(\"p\",{children:\"In general, I found myself more drawn to images of architecture that were activated by people.\"}),/*#__PURE__*/e(\"h2\",{children:\"03 // Tell a story\"}),/*#__PURE__*/e(\"p\",{children:\"It's important to consider the order of your visual material. Rather than simply grouping together similar drawings and images, think about the narrative and story you want to tell.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Stories oscillate between different feelings and emotions to hold our attention.\"})}),/*#__PURE__*/e(\"p\",{children:\"They have a beginning, middle, and end. They need context. They need characters. Maybe even heroes, villains, and sidekicks.\"}),/*#__PURE__*/e(\"p\",{children:\"It might make more sense to sprinkle drawings in between photos of the spaces that they represent, for example. Perhaps the images of the building\u2019s context would be best suited towards the end because the story begins within a small interior.\"}),/*#__PURE__*/e(\"p\",{children:\"By being thoughtful and deliberate with the order, you lead the judges through an engaging story of your project so they can appreciate the thought and care that went into its design and execution.\"}),/*#__PURE__*/e(\"h2\",{children:\"TL;DR\"}),/*#__PURE__*/e(\"p\",{children:\"Awards are hard to win. But there are some things that you can do to better capture the attention of the judges.\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Address the criteria directly so that the judges can easily evaluate.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Activate images with people because they are better at capturing attention.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Tell a story with a thoughtful order of visual material.\"})})]}),/*#__PURE__*/e(\"p\",{children:\"And don\u2019t be so hard on yourself if you don\u2019t win. The true measure of project success is determined by the people that occupy the architecture every day, not some remote judge with a killer newsletter \uD83D\uDE09\"})]});export const richText10=/*#__PURE__*/t(n.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"Let's talk about heroes.\"}),/*#__PURE__*/e(\"p\",{children:\"We all love a good hero story, right? But when it comes to your firm, are you the hero? This is what I see at most firms:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Hero: The Architect\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Sidekick: The Client\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Villain: Bad Design\"})})]}),/*#__PURE__*/e(\"p\",{children:\"Most firms frame themselves as the hero in all their stories and conversations. Their website, proposals, case studies, and conversations focus on their hero story. They talk about their experience, their expertise, their awards, and their achievements in their own words and from their own perspective.\"}),/*#__PURE__*/e(\"p\",{children:\"Here\u2019s the bad news: your clients don't care about you being the hero.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Clients want to be the hero of their own story.\"})}),/*#__PURE__*/e(\"p\",{children:\"When firms continue to reinforce themselves as the hero, they create a chasm that separates themselves from their client. And that chasm creates several challenges:\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Lack of connection with potential clients:\"}),\" Firms may come across as self-centered and uninterested in their clients' needs, which quickly shuts down conversation and interest.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Focusing on achievements instead of benefits:\"}),\" Emphasizing credentials, awards, and accolades instead of client benefits incorrectly positions your firm\u2019s value prop. It sends a message that you're more interested in your own success than that of your client. This makes it difficult for potential clients to understand how the architect can solve their problems and meet their needs.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Ignoring the client's perspective:\"}),\" When architects present themselves as the hero, they may inadvertently ignore the client's vision. This can make them feel like they're just a means to an end, rather than an important partner in the process.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Limited differentiation from competitors:\"}),\" When the firm is the hero, it can quickly become a race to the bottom against competitors. If most firms present themselves as the hero, clients are limited in their evaluation - so they\u2019ll usually just choose the firm with the lowest fee.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Attracting low-quality clients:\"}),\" When the firm is the hero, it attract clients who are looking for a transactional relationship rather than a collaborative partnership.\"]})})]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"em\",{children:\"Alright, Tyler, I get it. What\u2019s the story I should be telling?\"})}),/*#__PURE__*/e(\"h2\",{children:\"A New Hero\"}),/*#__PURE__*/e(\"p\",{children:\"There\u2019s a new trio in Gotham City:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Hero: The Client\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Sidekick: The Architect\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Villain: Common Client Pains\"})})]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"You want to frame your client as the hero.\"})}),/*#__PURE__*/e(\"p\",{children:\"When you make your client the hero of the story, you create space to understand their pains, challenges, and desires. This means putting them at the center of your messaging and making them the focus of your conversations. When you make your client the hero, you're showing them that you are committed to helping them relieve their pains and achieve their ideal outcome.\"}),/*#__PURE__*/e(\"p\",{children:\"The architect then becomes the sidekick. You're the expert who can help them overcome their challenges and achieve their (Hollywood) dreams. You stand by them, always communicate the situation, emphasize their best interest, and empower them to be the best version of themselves. (Don\u2019t we all want to work with the best versions of each other? It\u2019s a win-win.)\"}),/*#__PURE__*/e(\"p\",{children:\"And what's the biggest challenge standing in the way of your client's success? That's the villain in your story. It might be a lack of space, a tight budget, or a difficult site. Whatever it is, by framing it as the villain, you're positioning yourself as the expert sidekick who can help your client conquer that villain and emerge victorious as the hero.\"}),/*#__PURE__*/e(\"p\",{children:\"They\u2019re already rolling out the red carpet!\"}),/*#__PURE__*/e(\"p\",{children:\"But don\u2019t worry - this doesn\u2019t mean you can never talk about yourself or your firm accomplishments. You\u2019ve earned those and you should be incredibly proud of what you\u2019ve done and the value you\u2019ve created. This is simply a (metaphorical) exercise in framing and storytelling. You want to talk about your firm in a way that elevates and supports the vision of your client while diminishing their villain.\"}),/*#__PURE__*/e(\"h2\",{children:\"Rewriting The Story\"}),/*#__PURE__*/e(\"p\",{children:\"Bet you never thought you\u2019d be a movie producer, huh? Here\u2019s how to identify the hero, sidekick, and villain in your messaging and conversations:\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Identify your ideal client\"}),\": Who is your target audience? What are their goals, challenges, and pain points? What motivates them? (Think back to your Transformation Statement for some help here)\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Position your client as the hero\"}),\": In your messaging, put your client at the center of the story. Use language that emphasizes their goals and aspirations. Show them that you understand their challenges and are committed to helping them succeed.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Position your firm as the sidekick\"}),\": As the architect, you're the expert who can help your client overcome their challenges and achieve their goals. Use language that positions you as the support system for your client.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Identify the villain\"}),\": What is the primary challenge standing in the way of your client's success? Think back to those common answers you hear to questions around pain points and challenges. Identify the breadwinners and use language that positions them as the primary obstacle standing in the way of your client\u2019s vision.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Craft your messaging\"}),\": Use the hero-sidekick-villain framework to craft your messaging and conversations. Use it to create more compelling case studies, testimonials, project descriptions, proposals, and social media content that will attract heroes (cough cough high quality clients cough cough).\"]})})]}),/*#__PURE__*/e(\"h2\",{children:\"TL;DR\"}),/*#__PURE__*/e(\"p\",{children:\"When firms frame themselves as the hero of the story, they inadvertently repel the interests and desires of their client. This can cause a slew of undesired consequences like miscommunication and low-quality, transactional clients.\"}),/*#__PURE__*/e(\"p\",{children:\"Instead, let your client be the hero of their own story. Embrace the role of sidekick to help them overcome their villain. And update the messaging on your website, marketing materials, and conversations to better reflect the new story.\"}),/*#__PURE__*/e(\"p\",{children:\"This will help you to attract high-quality clients that trust you and value your expertise.\"}),/*#__PURE__*/e(\"p\",{children:\"Happy sidekick-ing! \uD83D\uDE42\"})]});export const richText11=/*#__PURE__*/t(n.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"Do you often find yourself sending and submitting proposals to clients and hoping for an immediate response?\"}),/*#__PURE__*/e(\"p\",{children:\"It\u2019s the easy thing to do, right? You\u2019re busy and there\u2019s lots of proposals to be written. You\u2019ve already spent upfront time with your client so it can feel excessive to put in more effort without a signed contract.\"}),/*#__PURE__*/e(\"p\",{children:\"So what\u2019s the problem with sending proposals to save yourself time?\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Lack of personal touch:\"}),\" When you send a proposal over email, you miss out on a prime opportunity to build additional trust and rapport with your client.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Risk of misunderstanding:\"}),\" Without the context and explanation, the client may not fully understand what you are proposing or why it's the best solution for them.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Less opportunity for questions:\"}),\" When you send a proposal, the client can\u2019t quickly ask questions or get clarification on certain points.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Potential for misinterpretation:\"}),\" Everyone writes and reads differently. This doesn\u2019t lend well to business proposals as tone, context, and intent can quickly be lost.\"]})})]}),/*#__PURE__*/e(\"p\",{children:\"Altogether, sending proposals is much less effective at closing deals with high-quality clients and building strong, meaningful relationships. \"}),/*#__PURE__*/t(\"p\",{children:[\"The reality is that most proposals are lost because of emotional factors rather than financial factors. It\u2019s easy to forget the power of a personal touch - clients want to work with architects that they trust and make them feel comfortable. This is one of the reasons it\u2019s important to build rapport in every interaction and approach \",/*#__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\"})}),\" in a way that allows you to dive deeper into your client\u2019s needs.\"]}),/*#__PURE__*/e(\"p\",{children:\"But it shouldn\u2019t stop there.\"}),/*#__PURE__*/e(\"p\",{children:\"By presenting the proposal with a personal touch, you can ensure that the client understands why you offer the most value and how you will help them achieve their desired outcome.\"}),/*#__PURE__*/e(\"p\",{children:\"Let\u2019s dive in to how you can add a more personal touch to your proposal presentations and increase your win rates with high-quality clients.\"}),/*#__PURE__*/e(\"h2\",{children:\"01 // Meet live with your client\"}),/*#__PURE__*/e(\"p\",{children:\"I understand that everyone has different availabilities and commitment levels. Here\u2019s how I would rank different proposal delivery methods from worst to best:\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Email\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Phone call\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Video call\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"In-person\"})})]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Basically, anything is better than just sending an email.\"})}),/*#__PURE__*/e(\"p\",{children:\"I would recommend testing all of these methods and choosing the one that strikes the best balance for you between time commitment and win rate.\"}),/*#__PURE__*/e(\"h2\",{children:\"02 // Summarize each section\"}),/*#__PURE__*/e(\"p\",{children:\"Proposals are long and, despite your best efforts, they\u2019re not always a thrill to dive into. You don\u2019t want the proposal to be a \u201Cread aloud\u201D situation where you simply repeat the paragraphs on each page.\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Instead, condense each section of your proposal to the core value proposition and explain it to your client in 1-2 sentences.\"}),\" Reinforce the most important points each time. This will make it easy for them to understand and digest the information - not to mention the fact that you\u2019ll be available to answer any immediate questions or concerns.\"]}),/*#__PURE__*/e(\"p\",{children:\"Tip: Don\u2019t forget to practice! It won\u2019t feel natural to summarize lots of information into short explanations.\"}),/*#__PURE__*/e(\"h2\",{children:\"03 // Reiterate client challenges\"}),/*#__PURE__*/t(\"p\",{children:[\"Remember all of that \",/*#__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:\"wonderful discovery\"})}),\" and those \",/*#__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:\"amazing questions\"})}),\" you asked in previous meetings? Now is the best time to spring that into action!\"]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"You want to exemplify your ability to address your clients needs.\"}),\" The best way to do that is by thoughtfully recalling and reiterating why they\u2019re there - what challenges are they trying to solve and what are they hoping to achieve?\"]}),/*#__PURE__*/e(\"p\",{children:\"Ideally, this becomes part of your summary for each section. But it\u2019s particularly useful when you reach the point of describing any case studies or walking through your process.\"}),/*#__PURE__*/e(\"p\",{children:\"For example:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:'\"You mentioned that your kitchen is problematic because there\u2019s not enough space for your family to gather. Here\u2019s how we solved that with another client\u2026\"'})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:'\"You told me that you\u2019re concerned about maximizing your investment. That\u2019s why we\u2019re going to focus heavily on the feasibility phase\u2026\"'})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:'\"You mentioned that natural light is one of the most important needs. During this phase, we\u2019ll address that through a series of studies\u2026\"'})})]}),/*#__PURE__*/e(\"p\",{children:\"You get the picture - don\u2019t forget about everything your client told you.\"}),/*#__PURE__*/e(\"h2\",{children:\"04 // After pricing, lock it up\"}),/*#__PURE__*/t(\"p\",{children:[\"The time has come to dive into your pricing. I\u2019ve written about this process a couple of times (don\u2019t forget about \",/*#__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:\"anchoring\"})}),\") but here\u2019s the deal:\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Stop talking after you present your price.\"})}),/*#__PURE__*/e(\"p\",{children:\"Lock it up, people! This can be uncomfortable, but it's important to resist the urge to immediately justify. By remaining silent, you give the client the space to think and ask any questions they may have. This can also give you insight into how the client values your services and what objections you will have to overcome.\"}),/*#__PURE__*/e(\"h2\",{children:\"05 // Moving forward\"}),/*#__PURE__*/e(\"p\",{children:\"Speaking of objections, you\u2019ll find that oftentimes the client will want some time to process before signing. As much as you want them to sign in the moment, it shouldn\u2019t feel like the end of the world if they want to evaluate.\"}),/*#__PURE__*/e(\"p\",{children:\"However, the problem emerges when and if you don\u2019t understand exactly why they can\u2019t move forward in the moment. So if they\u2019re hesitant to sign at the end of the proposal, try this question:\"}),/*#__PURE__*/e(\"p\",{children:'\"What is stopping you from moving forward right now?\"'}),/*#__PURE__*/e(\"p\",{children:\"It\u2019s one of my favorite questions of all time. By asking this question, you give the client the opportunity to express any concerns they may have and address them in real time. This is another valuable opportunity to build trust and demonstrate that you are the best fit for their specific needs.\"}),/*#__PURE__*/e(\"h2\",{children:\"TL;DR\"}),/*#__PURE__*/e(\"p\",{children:\"Delivering proposals via email without walking your client through it live leaves a big opportunity on the table. To increase win rates with high-quality clients:\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Meet live with your client.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Summarize each section in 1-2 sentences.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Regularly reiterate client challenges.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Lock it up after presenting your price.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Use \u201CWhat is stopping you from moving forward right now?\u201D to uncover final objections.\"})})]})]});export const richText12=/*#__PURE__*/t(n.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"The awkward moment has arrived. You\u2019ve found yourself in a situation where you have to say \u201Cno\u201D to your client.\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Maybe the scope is beginning to creep.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Or you\u2019ve just realized they\u2019re not a good fit.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Or the timeline they\u2019re projecting just isn\u2019t possible.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Or they\u2019re suggesting a design change that you know won\u2019t work.\"})})]}),/*#__PURE__*/t(\"p\",{children:[\"It\u2019s never easy to turn down a request or give a negative response to a client request. And it\u2019s \",/*#__PURE__*/e(\"strong\",{children:\"crucial to maintain a good relationship\"}),\" with the client even when you have to refuse them in some way.\"]}),/*#__PURE__*/e(\"p\",{children:\"So what\u2019s the best way to say \u201Cno\u201D to your client?\"}),/*#__PURE__*/e(\"h2\",{children:\"Establishing Policies\"}),/*#__PURE__*/t(\"p\",{children:[\"First, you\u2019ll want to be sure that you have the correct policies established. If you don\u2019t have policies in place, then now is the time. Why? Policies are an incredible safety net for you and your firm. \",/*#__PURE__*/e(\"strong\",{children:\"They protect your time, your profit, and your well-being.\"})]}),/*#__PURE__*/e(\"p\",{children:\"They\u2019re simple to create as a set of rules or guidelines to be followed by your team. You can establish policies for your firm that support your business objectives, communication standards, and client relations. For example, create a policy to only take on projects that meet certain criteria or only work with clients who are willing to sign a contract that clearly defines the scope of the project.\"}),/*#__PURE__*/e(\"p\",{children:\"Where\u2019s a good place to start? Make a list of the 5-10 most common instances you find yourself rejecting (or wanting to reject) client requests and create a policy that protects your firm for each.\"}),/*#__PURE__*/e(\"h2\",{children:\"Use \u201Cpolicy\u201D to say \u201Cno\u201D\"}),/*#__PURE__*/e(\"p\",{children:\"Here\u2019s where the real magic happens. Policies enable you to tell your client \u201Cno\u201D without actually saying \u201Cno\u201D.\"}),/*#__PURE__*/e(\"p\",{children:\"When a client makes a request that doesn't align with your policies, you can lean on your policy.\"}),/*#__PURE__*/e(\"p\",{children:\"Here\u2019s how:\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Acknowledge the client\u2019s request:\"}),\" \u201CI appreciate your thought process\u2026\u201D or \u201CWe\u2019re thankful for your consideration\u2026\u201D or \u201CI understand why you\u2019re asking\u2026\u201D\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Clearly and concisely explain your policy:\"}),\" \u201COur firm policy is\u2026\u201D or \u201CAs a matter of policy\u2026\u201D or \u201COur policy doesn\u2019t allow\u2026\u201D\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Offer an alternative:\"}),\" \u201CWe can recommend you to some other firms\u2026\u201D or \u201CWe\u2019ve found the best solution is\u2026\u201D or \u201CSome other options would be\u2026\u201D\"]})})]}),/*#__PURE__*/e(\"p\",{children:\"For instance, when a prospective client asks you to work on a project that doesn't meet the criteria outlined in your policy, you can explain that your firm has a policy of only working on projects that meet those criteria. Then you can happily refer them to some firms that may be a better fit.\"}),/*#__PURE__*/e(\"h2\",{children:\"Why does this work so well?\"}),/*#__PURE__*/e(\"p\",{children:\"Again, saying \u201Cno\u201D to a client request can feel awkward. But establishing reliable policies are helpful because:\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"They allow you to maintain a good professional relationship with your clients.\"}),\" By using policy as the reason for refusing a request, you're not making it personal, and you're not attacking the client's ideas. Instead, you're simply explaining that your firm has a certain way of doing things.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"They help you avoid conflicts and misunderstandings.\"}),\" When you have policies in place, you have a clear set of guidelines to follow, and you can use them to make informed decisions that protect you \",/*#__PURE__*/e(\"em\",{children:\"and\"}),\" your clients.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"They help to keep projects on track and within scope.\"}),\" Shocker! When you avoid things like scope creep, you\u2019re able to maintain the schedule of your original agreement. That means happier clients and more successful projects.\"]})})]}),/*#__PURE__*/e(\"h2\",{children:\"TL;DR\"}),/*#__PURE__*/e(\"p\",{children:\"Policies protect your time, profit, and well-being while allowing you to refuse client requests in a way that maintains a good relationship.\"}),/*#__PURE__*/e(\"p\",{children:\"So, the next time you have to refuse a client's request, remember that policy is your friend.\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Acknowledge your client\u2019s request.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Clearly explain your policy.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Offer an alternative.\"})})]}),/*#__PURE__*/e(\"p\",{children:'Use it to say \"no\" without actually saying \"no.\"'})]});export const richText13=/*#__PURE__*/t(n.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"\u201CWhat\u2019re you doing?\u201D my wife asked me.\"}),/*#__PURE__*/e(\"p\",{children:\"\u201DDecided I don\u2019t need them.\u201D I replied.\"}),/*#__PURE__*/e(\"p\",{children:\"\u201DBut you\u2019ve been talking about it all morning.\u201D She said, confused.\"}),/*#__PURE__*/e(\"p\",{children:\"\u201DI walked in but there was like 20 people in line. I didn\u2019t want to wait.\u201D I explained.\"}),/*#__PURE__*/e(\"p\",{children:\"\u201CI\u2019m sure it\u2019ll take less than 30 minutes.\u201D She said.\"}),/*#__PURE__*/e(\"p\",{children:\"\u201DI\u2019m just not feeling it anymore. Maybe we can pick some up at the grocery store.\u201D I said.\"}),/*#__PURE__*/e(\"p\",{children:\"I have a wee-bit of a sweet tooth and there\u2019s one donut shop in particular that I love. The donuts are far too expensive to be a regular outing ($4/donut seems like a bit much, right?) but they are insanely delicious.\"}),/*#__PURE__*/e(\"p\",{children:\"I had been dreaming about donuts all morning. I knew exactly which donuts (yes, plural) I was going to choose. And I could already see myself taking a bite before getting back into the car. It was going to be SO GOOD!\"}),/*#__PURE__*/e(\"p\",{children:\"But then something changed. I opened the door and there was a long line staring at me.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Immediately, I began questioning my decision and negotiating with myself.\"})}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Do I want donuts? Yes. \"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Do I need them? Well, I am pretty hungry. \"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Do I want to stand in line for 30 minutes? No.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Can I just get donuts from somewhere else? Probably.\"})})]}),/*#__PURE__*/e(\"p\",{children:\"Twenty seconds after walking in the door, I\u2019m already walking out.\"}),/*#__PURE__*/e(\"h2\",{children:\"Hello, Friction!\"}),/*#__PURE__*/e(\"p\",{children:\"So what happened?\"}),/*#__PURE__*/e(\"p\",{children:\"For better or worse, we live in a world of instant gratification. We like to have things RIGHT NOW. We don\u2019t want it to be complicated. We don\u2019t want to wait.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"We hate friction.\"})}),/*#__PURE__*/e(\"p\",{children:\"Friction gets in our way. It slows us down. It makes us hesitant. It makes us negotiable.\"}),/*#__PURE__*/e(\"p\",{children:\"So what does this have to do with attracting high-quality clients?\"}),/*#__PURE__*/e(\"p\",{children:\"Every bit of friction is an opportunity for a current or prospective client to change their mind about something. And 90% of the time, that change does not work in your favor.\"}),/*#__PURE__*/e(\"p\",{children:\"You might lose a contract.\"}),/*#__PURE__*/e(\"p\",{children:\"Or delay progress.\"}),/*#__PURE__*/e(\"p\",{children:\"Or deter a promising prospect.\"}),/*#__PURE__*/e(\"p\",{children:\"Or disrupt an otherwise solid client relationship.\"}),/*#__PURE__*/e(\"p\",{children:\"But here\u2019s the good news: removing friction is also extremely powerful.\"}),/*#__PURE__*/e(\"p\",{children:\"It can help to increase conversion rates, improve client experience, and bring stability to your pipeline and growth.\"}),/*#__PURE__*/e(\"h2\",{children:\"Goodbye, Friction!\"}),/*#__PURE__*/e(\"p\",{children:\"So how do you reduce or remove friction?\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Identify\"}),\" every point of communication or conversion in your sales process and client experience.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Breakdown\"}),\" the current steps required to convert or communicate.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"Consider how those steps can be \",/*#__PURE__*/e(\"strong\",{children:\"consolidated\"}),\" or simplified.\"]})})]}),/*#__PURE__*/e(\"p\",{children:\"Here\u2019s 5 examples to get you started:\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"01 // Booking a meeting\"})}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Friction: Prospective clients need to click \u201CContact\u201D, fill out a form, wait for a reply, and respond to multiple emails prior to booking a meeting.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"Frictionless: Prospective clients click a \",/*#__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:\"strong CTA\"})}),\" and go directly to a digital calendar where they can book a meeting. (Yes, I just wrote about this last week - sorry, I\u2019m shameless \uD83D\uDE02)\"]})})]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"02 // Receiving a Retainer\"})}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Friction: Client signs a proposal/contract, architect sends an invoice for a retainer, client sends a check, and architect deposits check before beginning work.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Frictionless: Architect includes a payment link in the proposal that allows the client to sign and pay all at once so their project can begin promptly.\"})})]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"03 // Providing Feedback\"})}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Friction: Clients have feedback about their experience but choose not to share it because they are unsure of the best way to do it. As a result, they grow increasingly frustrated and become unhappy with their architect.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Frictionless: The architect makes it easy to provide feedback by sharing a feedback form during onboarding that the client can use at anytime. (But also, the architect has a policy in place to ask for feedback during every client meeting.)\"})})]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"04 // Capturing Testimonials\"})}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Friction: The project is complete and the client is very happy. The architect shakes their hand and then reaches out 6 months later for a testimonial. The client doesn\u2019t respond.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"Frictionless: The architect sends a \",/*#__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:\"short survey\"})}),\" at the middle and end of the project that is easily distributed and implemented as a testimonial.\"]})})]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"05 // Creating Advocates\"})}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Friction: A former client wants to refer their architect to a friend but the architect rarely responds to emails, picks up their phone, or engages on social media. As a result, the referral never happens.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Frictionless: A former client has the option to forward the firm\u2019s newsletter, introduce via email, share the architect\u2019s phone number, or connect the friend on social media in order to get the conversation started.\"})})]}),/*#__PURE__*/e(\"h2\",{children:\"TL;DR\"}),/*#__PURE__*/e(\"p\",{children:\"Friction presents opportunities for current and prospective clients to hesitate and negotiate with themselves, often resulting in outcomes that are less desirable for the architect.\"}),/*#__PURE__*/e(\"p\",{children:\"To reduce friction, consider points of conversion or communication that can be consolidated into simpler forms.\"}),/*#__PURE__*/e(\"p\",{children:\"Also\u2026eat more donuts \uD83C\uDF69\"}),/*#__PURE__*/e(\"p\",{children:\"Reply and let me know what you think!\"})]});export const richText14=/*#__PURE__*/t(n.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"Websites can be time-consuming to maintain and expensive to update.\"}),/*#__PURE__*/e(\"p\",{children:\"And it\u2019s easy to forget why you even have a website in the first place.\"}),/*#__PURE__*/e(i,{href:\"https://www.linkedin.com/posts/tylersuomala_i-smell-opportunity-for-architects-that-break-activity-7005880032036343808-592r?utm_source=share&utm_medium=member_desktop\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{className:\"framer-image\",\"data-preset-tag\":\"img\",children:/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,TRxh0etAqZyQLPnBMISYNXqb9M.png\",\"data-framer-height\":\"1383\",\"data-framer-width\":\"1200\",height:\"691\",src:\"https://framerusercontent.com/images/TRxh0etAqZyQLPnBMISYNXqb9M.png\",srcSet:\"https://framerusercontent.com/images/TRxh0etAqZyQLPnBMISYNXqb9M.png?scale-down-to=1024 888w,https://framerusercontent.com/images/TRxh0etAqZyQLPnBMISYNXqb9M.png 1200w\",style:{aspectRatio:\"1200 / 1383\"},width:\"600\"})})}),/*#__PURE__*/e(\"p\",{children:\"Here\u2019s the deal:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"A website is not meant to be a portfolio.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Or to show prospective clients how you work.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Or to bring legitimacy to your firm.\"})})]}),/*#__PURE__*/e(\"p\",{children:\"Those are all aspects that might support the main goal of your website but let\u2019s not forget what you want your website to do.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"The primary purpose of your website is to create opportunities with your ideal client.\"})}),/*#__PURE__*/e(\"p\",{children:\"If your website isn\u2019t doing that, then what\u2019s the point? If it\u2019s not creating opportunities, then it\u2019s just a museum of beautiful work and artifacts that hungry prospects can think about but not touch or access.\"}),/*#__PURE__*/e(\"h2\",{children:\"CTA\"}),/*#__PURE__*/t(\"p\",{children:[\"This morning, I want to give you a \",/*#__PURE__*/e(\"em\",{children:\"very easy\"}),\" thing that you can do right now to create more opportunities from your website.\"]}),/*#__PURE__*/e(\"p\",{children:\"The Call To Action (CTA) is the gatekeeper of opportunity.\"}),/*#__PURE__*/e(\"p\",{children:\"It\u2019s exactly what it sounds like - a call to your website visitors that encourages them to take a specific action. When done well, the CTA is the most obvious, attention-grabbing button on your website.\"}),/*#__PURE__*/e(\"p\",{children:\"And what\u2019s the best action that your ideal client could take upon visiting your website?\"}),/*#__PURE__*/e(\"p\",{children:\"To book a meeting with you!\"}),/*#__PURE__*/e(\"p\",{children:\"There are 4 components to a powerful CTA:\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Design/Aesthetic:\"}),\" You want it to visually pop off the page and grab your attention. The easiest way to do this is typically with a color fill.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Messaging:\"}),\" What does the button say? What do you want your visitors to do?\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Destination:\"}),\" What happens when someone clicks the button and takes the action? Where do they go? Ideally, you want them book a meeting with you or schedule a phone call rather than send an email. (You can use a tool like \",/*#__PURE__*/e(i,{href:\"https://calendly.com/\",nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Calendly\"})}),\" to allow prospects to schedule time on your calendar.)\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Context:\"}),\" How does the rest of your website look, feel, and read? Ideally, you want the context to be supporting your CTA.\"]})})]}),/*#__PURE__*/e(\"h2\",{children:\"Contact Us? No thanks.\"}),/*#__PURE__*/e(\"p\",{children:\"The softest, lowest converting, most \u201Cmeh\u201D CTA that has ever been created is \u201CContact Us\u201D.\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"It doesn\u2019t get a visitor excited to click the button.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"It doesn\u2019t set any expectations - what will happen after they contact you?\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"And it elongates the process of creating opportunities for your firm by (most often) requiring a series of emails to evaluate the viability of a project.\"})})]}),/*#__PURE__*/e(\"p\",{children:\"If you\u2019re using a soft \u201CContact Us\u201D CTA, then don\u2019t feel bad - everyone is doing it. Even some of the world\u2019s most well-known firms are using soft \u201CContact Us\u201D CTAs:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(i,{href:\"https://olsonkundig.com/contact/\",nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Olsun Kundig\"})}),\" has a \u201CContact\u201D page with a basic form.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(i,{href:\"https://gluckplus.com/?utm_medium=website&utm_source=archdaily.com\",nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Gluck+\"})}),\" has a \u201CContact\u201D action that simply includes and email or phone number.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(i,{href:\"http://www.fosterandpartners.com/contact/\",nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Foster + Partners\"})}),\" asks you to send an email to a partner if you\u2019re interested in new work.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(i,{href:\"https://dsrny.com/?index=true&section=contact\",nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Dillers Scofidio + Renfro\"})}),\" lists an email for prospective clients to reach out to.\"]})})]}),/*#__PURE__*/e(\"p\",{children:\"Basically, less prospects will contact you because of the reasons above and the prospects that do contact you through a \u201CContact Us\u201D will probably be low-quality.\"}),/*#__PURE__*/e(\"h2\",{children:\"Replacing \u201CContact Us\u201D\"}),/*#__PURE__*/e(\"p\",{children:\"Alright, Tyler, we get it. You hate the \u201CContact Us\u201D CTA. So what do you want us to do about it?\"}),/*#__PURE__*/e(\"p\",{children:\"I hear you! Instead, let me share some different messaging that you can use that will (1) increase clicks and conversions (2) from higher-quality prospects on your website.\"}),/*#__PURE__*/e(\"p\",{children:\"Here are 6 alternatives:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"BOOK A CALL\"})})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"MEET WITH US\"})})})]}),/*#__PURE__*/e(\"p\",{children:\"Tell a visitor exactly what is going to happen.\"}),/*#__PURE__*/e(\"p\",{children:\"This will remove low-quality leads because they won\u2019t want to spend their own time on something that they know they aren\u2019t actually ready to begin.\"}),/*#__PURE__*/e(\"p\",{children:\"(Note - sending an email is easy to do even if you don\u2019t intend on moving forward anytime soon. Another reason \u201CContact Us\u201D doesn\u2019t work well.)\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"START YOUR PROJECT\"})})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"GET STARTED\"})})})]}),/*#__PURE__*/e(\"p\",{children:\"Want to limit leads to those that are ready to start right now? Here you go.\"}),/*#__PURE__*/e(\"p\",{children:\"Even better, they\u2019re going to be more inclined to click on \u201CSTART YOUR PROJECT\u201D or \u201CGET STARTED\u201D because, spoiler alert, that\u2019s actually what they want to do.\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"JOIN OUR WAITLIST\"})})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"JOIN 100+ HAPPY CLIENTS\"})})})]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"em\",{children:\"A waitlist?! Wow they must be good.\"})}),/*#__PURE__*/e(\"p\",{children:\"That\u2019s what every visitor will think when they see that CTA. It\u2019s a great one to use if you\u2019re already busy but want to keep an eye out for great projects in the future.\"}),/*#__PURE__*/e(\"p\",{children:\"Whether it\u2019s a waitlist or a community of other happy clients, people love to feel part of something.\"}),/*#__PURE__*/e(\"h2\",{children:\"TL;DR\"}),/*#__PURE__*/e(\"p\",{children:\"The primary purpose of your website is to create opportunities with ideal clients.\"}),/*#__PURE__*/e(\"p\",{children:\"\u201CContact Us\u201D is a low-quality CTA that works against your mission.\"}),/*#__PURE__*/e(\"p\",{children:\"Instead, use a CTA that will attract high-quality clients. Try:\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"BOOK A CALL\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"MEET WITH US\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"START YOUR PROJECT\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"GET STARTED\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"JOIN OUR WAITLIST\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"JOIN 100+ HAPPY CLIENTS\"})})]})]});export const richText15=/*#__PURE__*/t(n.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"Ever find yourself in the middle of a conversation with a prospective client that just doesn\u2019t seem to click?\"}),/*#__PURE__*/e(\"p\",{children:\"If you\u2019ve dealt with enough prospective clients then you know the feeling. Maybe the conversation began awkwardly. Or it started well but then, at some unidentified juncture, it seemed to deflate. You\u2019re trying to engage and simultaneously replay the conversation in your head to try to figure out what happened.\"}),/*#__PURE__*/e(\"p\",{children:\"Sometimes you can bring great energy and ask all the right questions only to find yourself 10-20 minutes into a conversation that just feels\u2026meh.\"}),/*#__PURE__*/e(\"p\",{children:\"No jive. No pizzazz. No connection.\"}),/*#__PURE__*/e(\"p\",{children:\"Well, guess what? The person or people you\u2019re speaking to probably feel the same way.\"}),/*#__PURE__*/e(\"h2\",{children:\"So what should you do?\"}),/*#__PURE__*/e(\"p\",{children:\"I can tell you what I used to do. (Just promise not to tell anyone else\u2026)\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Absolutely nothing.\"})}),/*#__PURE__*/e(\"p\",{children:\"Seriously. I\u2019d sledge through the conversation with a big smile on my face hoping that, at some point, it would just click. \u201DMaybe this is just the way they are,\u201D I\u2019d think to myself.\"}),/*#__PURE__*/e(\"p\",{children:\"You can probably guess how this panned out. Not very well.\"}),/*#__PURE__*/e(\"p\",{children:\"I\u2019d either continue to invest my time chasing a prospective client that wasn\u2019t the right fit or I\u2019d actually land a client that wasn\u2019t the right fit. Both are bad - it either wastes my time or sucks my energy.\"}),/*#__PURE__*/e(\"p\",{children:\"If you\u2019ve ever made this mistake then you can relate. If not, let me save you the displeasure by telling you a much better way to handle these situations.\"}),/*#__PURE__*/e(\"h2\",{children:\"Call it out!\"}),/*#__PURE__*/e(\"p\",{children:\"Say whaaaaattt?? Yes. 100%. Call. It. Out.\"}),/*#__PURE__*/t(\"p\",{children:[\"Not rudely, obviously. Remember, you always want to \",/*#__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:\"lead with genuine curiosity\"})}),\".\"]}),/*#__PURE__*/e(\"p\",{children:\"So, curiously call it out.\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Best-case scenario:\"}),\" You find out what they\u2019re actually thinking. They appreciate your honesty and awareness, which helps to course correct the conversation.\"]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Worst-case scenario:\"}),\" Your feelings are confirmed and you save yourself the time and energy suck of a bad client.\"]}),/*#__PURE__*/e(\"p\",{children:\"How do you curiously call it out?\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Pause\"}),\" the conversation.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Label\"}),\" the feeling.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"Provide an \",/*#__PURE__*/e(\"strong\",{children:\"open-ended\"}),\" opportunity to respond.\"]})})]}),/*#__PURE__*/e(\"p\",{children:\"Bonus points if you can do this with a smile and light-hearted tone.\"}),/*#__PURE__*/e(\"p\",{children:\"For example:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:'\"Seems like you might not be interested anymore. What did I miss?\"'})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:'\"I\u2019m sensing that you\u2019re hesitant. Can you tell me more about that?\"'})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:'\"I want to pause real quick. Looks like your skeptical. What\u2019re your thoughts on what we\u2019ve discussed?\"'})})]}),/*#__PURE__*/e(\"p\",{children:\"Anecdotally, I can tell you that this is far more successful that sledging through the conversation as is.\"}),/*#__PURE__*/e(\"p\",{children:\"Half of the time, I uncover an objection or misunderstanding that can easily be overcome, which allows the conversation to move forward. The other half, it leads to short but honest conversation where both parties mutually agree that it\u2019s not the right fit. Both outcomes are wins for me.\"}),/*#__PURE__*/e(\"p\",{children:\"Your time and expertise are too valuable to be spent pursuing clients that aren\u2019t a good fit.\"}),/*#__PURE__*/e(\"p\",{children:\"So next time you sense the \u201Cmeh\u201D, don\u2019t be afraid to curiously call it out.\"})]});export const richText16=/*#__PURE__*/t(n.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"We tend to believe the difference between average and extraordinary is extensive.\"}),/*#__PURE__*/e(\"p\",{children:\"After all, we read stories about Founders spending years working 100+ hours per week committed to a single idea before it finally becomes a meaningful business. We hear about professional athletes that wake up at 4am to exercise for a few hours only to repeat that process after lunch. We learn about incredibly talented architects that spend decades pushing out unique projects before finally getting discovered.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"We\u2019re lead to believe that being extraordinary requires an insane time investment.\"})}),/*#__PURE__*/e(\"p\",{children:\"Guess what? That\u2019s kind of true\u2026if you want to become among the best in the world. The top 0.0001%.\"}),/*#__PURE__*/e(\"p\",{children:\"But what about those of us that aren\u2019t trying to be the best in the world? What if we just want to be the best in our region? Or local community? Or firm? Or position? Or, heck, we\u2019ll even take being in the top 10%, right?\"}),/*#__PURE__*/e(\"p\",{children:\"What if I told you that it only takes 10 extra minutes?\"}),/*#__PURE__*/e(\"h2\",{children:\"Back in the day\u2026\"}),/*#__PURE__*/e(\"p\",{children:\"Years ago, when I was applying to M.Arch programs, I experienced the power of pockets of 10 extra minutes. I had decided to apply to some of the nation\u2019s top programs - Harvard, Yale, MIT, and Princeton.\"}),/*#__PURE__*/e(\"p\",{children:\"I asked myself two questions:\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"What\u2019s the status quo?\"})})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"What small things can I do that are likely to make a big impact?\"})})})]}),/*#__PURE__*/e(\"p\",{children:\"The status quo is pretty clear. All these programs had very similar, if not identical, application processes and guidelines. And I assumed that the vast majority of applicants had stellar GPAs, great GMAT scores, and awesome design portfolios.\"}),/*#__PURE__*/e(\"p\",{children:\"So how could I differentiate myself? Here\u2019s a few things I identified:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Status quo:\"}),\" Use the same general Letter of Intent for all applications.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Small extra:\"}),\" Change one paragraph for each application to specifically address my interest in the program.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Status quo:\"}),\" Use the same 3 recommendation letters for all applications.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Small extra:\"}),\" Get 5 recommendation letters and choose the most relevant 3 for each application.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Status quo:\"}),\" Assume that you can learn about a program from the website.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Small extra:\"}),\" Ask a couple of alumni about their experience in the program.\"]})})]}),/*#__PURE__*/e(\"p\",{children:\"I found 1-2 of these for every area of the application process.\"}),/*#__PURE__*/e(\"p\",{children:\"Sure, there\u2019s lots of nuance to these applications and their execution. But guess what? I was accepted to all 4 programs. And I promise you, I\u2019m nothing special - I truly believe those \u201Csmall extras\u201D made a difference.\"}),/*#__PURE__*/e(\"p\",{children:\"I\u2019ve carried that lesson forward since then and I continue to ask myself those two questions on a regular basis.\"}),/*#__PURE__*/e(\"p\",{children:\"Today, we see the world\u2019s best making unfathomable time commitments while \u201Cproductivity experts\u201D tell us 47 ways to save 2 minutes a day.\"}),/*#__PURE__*/e(\"p\",{children:\"Is there a middle ground?\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Yes. I call it the 10 More Minutes Model (10MMM).\"})}),/*#__PURE__*/e(\"p\",{children:\"How does it work? Identify areas within your career or business where you can ask yourself the two questions above and then act on those \u201Csmall extras\u201D that only take 10 minutes.\"}),/*#__PURE__*/e(\"h2\",{children:\"Five 10MMM Examples\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Status quo:\"}),\" Only calling prospective clients or partners if they reach out to you.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"10MMM\"}),\": Proactively call a few potential partners every week. (Need help? Use my \",/*#__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:\"cold calling script\"})}),\"!)\"]})})]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Status quo\"}),\": Learning more about a prospective client during the first meeting.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"10MMM\"}),\": Doing some research prior to the first meeting so that you can \",/*#__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 a strong rapport\"})}),\".\"]})})]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Status quo:\"}),\" Sending a proposal via email.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"10MMM:\"}),\" Guiding your client through the proposal via a phone call or in-person meeting.\"]})})]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Status quo:\"}),\" Sending a thank you email to clients after the project is complete.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"10MMM:\"}),\" Handwriting a letter and including a thoughtful gift.\"]})})]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Status quo:\"}),\" Checking your pipeline once a month.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"10MMM:\"}),\" \",/*#__PURE__*/e(i,{href:{pathVariables:{lHLqJQ2vj:\"lead-pipelines-how-architects-can-organize-their-client-outreach\"},unresolvedPathSlugs:{lHLqJQ2vj:{collectionId:\"sETaaRi7Y\",collectionItemId:\"grxMAWVOA\"}},webPageId:\"JZMPRqMdk\"},nodeId:\"sETaaRi7Y\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Keeping your pipeline organized\"})}),\" so that you can easily identify what needs your attention.\"]})})]}),/*#__PURE__*/e(\"p\",{children:\"These \u201Csmall extras\u201D aggregate over time into huge differentiators that attract high-quality clients.\"}),/*#__PURE__*/e(\"p\",{children:\"So next time you feel like you can\u2019t get ahead, just ask yourself what you can do with 10 extra minutes.\"}),/*#__PURE__*/e(\"p\",{children:\"Let me know how it goes \uD83D\uDE42\"})]});export const richText17=/*#__PURE__*/t(n.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"Unpopular opinion: My least favorite question to ask a prospective client is \u201CWhat\u2019s your budget?\u201D\"}),/*#__PURE__*/e(\"p\",{children:\"Not only is it a poor question in and of itself, but it brings with it too many assumptions.\"}),/*#__PURE__*/e(\"p\",{children:\"What do I mean?\"}),/*#__PURE__*/e(\"p\",{children:\"For example, it assumes that your client:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Has familiarity with construction costs and processes.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Understands the value of architectural services.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Is aware of current market trends.\"})})]}),/*#__PURE__*/e(\"p\",{children:\"And it\u2019s rare to come across a client with all three.\"}),/*#__PURE__*/t(\"p\",{children:[\"So when you ask \u201CWhat\u2019s your budget\u201D guess what happens? They give you a low number that reflects unrealistic expectations. And then every discussion of fee thereafter is \",/*#__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:\"anchored\"})}),\" to an unrealistic number. That\u2019s not a great start.\"]}),/*#__PURE__*/e(\"p\",{children:\"So what should you do instead?\"}),/*#__PURE__*/e(\"p\",{children:\"Listen, you definitely want to get a sense for their budget. I don\u2019t disagree with that. But you also need to understand the context and feelings surrounding that budget. For example, is it based on:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Something they read online?\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"A conversation with a friend that worked with an architect two decades ago?\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"The size of the loan they\u2019ve been approved for?\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Calculations that they\u2019ve done to guarantee an ROI?\"})})]}),/*#__PURE__*/e(\"p\",{children:\"The context allows you to respond properly and educate when necessary. It also gives you a peek into the decision-making process of your client which, as we all know, is nice to see prior to signing a contract.\"}),/*#__PURE__*/e(\"p\",{children:\"Here\u2019s 3 different ways to ask about budget:\"}),/*#__PURE__*/e(\"h2\",{children:\"01 // The Investment\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:'\"What are you planning to invest into this project?\"'})}),/*#__PURE__*/e(\"p\",{children:\"Why does this work?\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"You\u2019re using \u201Cinvestment\u201D instead of \u201Cbudget\u201D to begin framing the project itself as a transformation with an endpoint that will benefit the client.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"It\u2019s open-ended enough to think beyond the architecture fee. The client will likely begin talking about the entire project costs, which is great because your fee is small relative to the total investment.\"})})]}),/*#__PURE__*/e(\"h2\",{children:\"02 // The Consideration\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:'\"Have you considered how much this will cost?\"'})}),/*#__PURE__*/e(\"p\",{children:\"Why does this work?\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"It\u2019s entirely open-ended, which will encourage your client to give a longer response. (And that\u2019s a good thing because\u2026)\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Context! Context! Context! It\u2019s nearly impossible for your client to answer this question without addressing what lead them to a particular number or range.\"})})]}),/*#__PURE__*/e(\"h2\",{children:\"03 // The Range\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:'\"Our fees for projects like this typically range between $X and $Y, are you comfortable with that?\"'})}),/*#__PURE__*/e(\"p\",{children:\"Why does this work?\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"It\u2019s counter-intuitive. Usually we\u2019re told that we don\u2019t want to be the first to bring up a number. But there are certainly moments when you want to clarify that it\u2019s worth your time to continue forward in the process. I find this particularly useful with lower fee projects and clients.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"\u201CComfortable\u201D is an empathetic term that will help you observe their raw response to a realistic fee.\"})})]}),/*#__PURE__*/e(\"h2\",{children:\"TL;DR\"}),/*#__PURE__*/t(\"p\",{children:[\"\u201CWhat\u2019s your budget?\u201D is a terrible question to ask a prospective client. It usually leads to an unrealistic \",/*#__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\"})}),\".\"]}),/*#__PURE__*/e(\"p\",{children:\"Instead, use questions that will provide you with more context and understanding.\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"What are you planning to invest into this project?\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Have you considered how much this will cost?\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Our fee for projects like this typically range between $X and $Y, are you comfortable with that?\"})})]})]});export const richText18=/*#__PURE__*/t(n.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"How many conversations have you had with prospective and active clients?\"}),/*#__PURE__*/e(\"p\",{children:\"And how often do you hear the same challenges, concerns, and objections?\"}),/*#__PURE__*/t(\"p\",{children:[\"75% of the time? Maybe even 95% of the time? Let\u2019s just say \",/*#__PURE__*/e(\"em\",{children:\"most\"}),\" of the time.\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Here\u2019s the deal: Most clients think their situation is unique. But we know it\u2019s not. Because we hear variations of the same situation week after week after week.\"})}),/*#__PURE__*/e(\"p\",{children:\"I experience this on a daily basis. I\u2019ve had 1000+ conversations with architecture leaders since I started working at Monograph. And nearly every firm I speak to is facing some variation of the same 3-5 challenges. (More on those another time - that\u2019s not what today is about!)\"}),/*#__PURE__*/e(\"p\",{children:\"The question is: how do you respond to a prospect or client that thinks their situation is unique when you know it isn\u2019t?\"}),/*#__PURE__*/e(\"p\",{children:\"There\u2019s a fine line between ignoring the commonality of their situation and writing it off by saying that you hear this all the time.\"}),/*#__PURE__*/e(\"p\",{children:\"If you ignore it, then you miss an opportunity to exemplify your own value and knowledge. If you write it off, then you run the risk of making your client feel unimportant and unheard.\"}),/*#__PURE__*/e(\"p\",{children:\"The good news is that you can have the best of both worlds. You can exemplify your value and make your client feel heard and understood.\"}),/*#__PURE__*/e(\"p\",{children:\"Time to talk about some friendlier F-words to use with your clients. (Just checking to make sure you\u2019re still with me.)\"}),/*#__PURE__*/e(\"p\",{children:\"Enter the sorcery that is Feel, Felt, Found, Follow-Up (FFFF).\"}),/*#__PURE__*/e(\"h2\",{children:\"What is FFFF?\"}),/*#__PURE__*/e(\"p\",{children:\"FFFF is a framework for using empathy in your conversations. It helps you to acknowledge how your client is feeling while also positioning yourself or your firm as the best solution.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"However, it\u2019s important to note that it has to be genuine. Don\u2019t use it if it\u2019s not true. Don\u2019t use it if you don\u2019t actually believe in what you\u2019re saying.\"})}),/*#__PURE__*/e(\"p\",{children:\"Here\u2019s how it works:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Feel\"}),\": \u201CI completely understand how you feel.\u201D\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Felt\"}),\": \u201CWe\u2019ve had a few clients that have felt the same way.\u201D\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Found\"}),\": \u201CWhat they\u2019ve found is\u2026\u201D\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Follow-Up\"}),\": End with a relevant, open-ended question.\"]})})]}),/*#__PURE__*/t(\"p\",{children:[\"Now that you know \",/*#__PURE__*/e(\"em\",{children:\"what\"}),\" it is, let\u2019s talk about \",/*#__PURE__*/e(\"em\",{children:\"how\"}),\" you can use it.\"]}),/*#__PURE__*/e(\"h2\",{children:\"Identify Common Themes\"}),/*#__PURE__*/e(\"p\",{children:\"What are those common situations that most of your clients encounter?\"}),/*#__PURE__*/e(\"p\",{children:\"It\u2019s easiest to break them down into a few categories:\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Project Challenges\"}),\": Yes, every project is unique but even those unique aspects tend to fall under common categories. For example, things like difficult site conditions, material delays, or increasing costs.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Objections\"}),\": Think about the things that most of your clients will say at some point. For example, responses about your fee being high, or timeline being too long, or wanting to manage the construction on their own.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Feelings\"}),\": The lifecycle of a project is long enough for your client to experience plenty of different and even opposite feelings. For example, feelings of fear, hesitancy, or impatience.\"]})})]}),/*#__PURE__*/e(\"p\",{children:\"Take a moment to jot down 2-3 items for each category.\"}),/*#__PURE__*/e(\"h2\",{children:\"Build \u2018Em Up\"}),/*#__PURE__*/e(\"p\",{children:\"We just completed the CD\u2019s, now it\u2019s time to execute on the construction. (Sorry, I haven\u2019t made a good architecture pun in a while and I couldn\u2019t help myself.)\"}),/*#__PURE__*/e(\"p\",{children:\"Take each of the items that you jotted down in the previous step and write out an FFFF response for each.\"}),/*#__PURE__*/e(\"p\",{children:\"For example, if you\u2019re responding to a high fee objection:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Feel\"}),\": \u201CI completely understand how you feel.\u201D\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Felt\"}),\": \u201CA few of our clients have felt the same initial concern.\u201D\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Found\"}),\": \u201CWhat they\u2019ve found is that the return on their investment from working with us is significantly more than it would be if you chose a cheaper and less specific option.\u201D\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Follow-Up\"}),\": \u201CHow important is it for you to have a good amount of equity in the project once it\u2019s complete?\u201D\"]})})]}),/*#__PURE__*/e(\"p\",{children:\"Or, if you\u2019re responding to feelings of hesitancy:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Feel\"}),\": \u201CI completely understand how you feel.\u201D\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Felt\"}),\": \u201CMost clients have felt hesitancy at some point in the process.\u201D\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Found\"}),\": \u201CWhat they\u2019ve found is that by focusing on the positive impact that this project will have their lives, they\u2019re able to easily focus on next steps.\u201D\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Follow-Up\"}),\": \u201CWhat aspect of your new {home/office/building} are you most excited about?\u201D\"]})})]}),/*#__PURE__*/e(\"p\",{children:\"Yes, write down an FFFF response for each item \uD83D\uDE42\"}),/*#__PURE__*/e(\"h2\",{children:\"Practice + Deploy\"}),/*#__PURE__*/e(\"p\",{children:\"The truth is that this is going to feel a bit funny the first few times you try it. You\u2019ll fumble your words a bit. It won\u2019t come out exactly as intended. That\u2019s why you\u2019ll want to practice first.\"}),/*#__PURE__*/e(\"p\",{children:\"Set up a five-minute session with your business partner. Or your life partner. Or you dog. It really doesn\u2019t matter. What\u2019s important is that you run through these a few times before you try them live.\"}),/*#__PURE__*/e(\"p\",{children:\"And when you\u2019re finally ready, be sure not to jump at the first sign of a common issue. Ask a couple of questions first to ensure that you understand the client\u2019s perspective. Then drop in the FFFF to drive the conversation forward.\"}),/*#__PURE__*/e(\"h2\",{children:\"TL;DR\"}),/*#__PURE__*/e(\"p\",{children:\"Feel, Felt, Found, Follow-Up (FFFF) is a framework for employing empathy into your client conversations. 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