The last few times I’ve given marketing seminars to architects, I boldly went where I haven’t gone before. I asked the audience straight up if they thought that architects, interior designers, engineers and other design professionals were using a formula to develop their websites. I was met with a resounding YES. The components themselves – beauty shots, portfolios, discussions about […]
Architects, are you choosing a safe image over a powerful one?
The Power of Image was delivered as an accredited seminar at IIDEX 2012 and the RAIC Festival of Architecture, Halifax 2013. Though the seminar explores numerous case studies, this article is based on the premise of the topic. More about this seminar is available here. Architects practice in one of the most complex, creative arenas in the […]
Is Social Media a Good Fit for Architects, Engineers, Accountants and Healthcare Professionals?
This is not a new debate. Just as 20 years ago Architects, Engineers, Accountants and healthcare professionals hotly debated the dangers of any form of marketing, the discussion continues, though it takes a new focus. Professionals have become quite accustomed to the idea of branding and marketing their professional practices and many have embraced […]
Sales Letters That Open Doors for Professional Practices
They are one of the most cost effective and powerful ways to open doors with valuable referrals network, prospective clients and the media, yet sales letters continue to be under leveraged by Architects, Engineers, Naturopaths, Chiropractors, Accountants and other professional practices. Don’t let the fact that a sales letter doesn’t require programming or graphic design fool […]
Start-Up Resource for Architects, Engineers, Dentists, Naturopaths, Chiropractors, Accountants, Lawyers and Other Professional Practices
The Complete Start-Up Guide is a good start-up resource for Architects, Engineers, Dentists, Naturopaths, Chiropractors, Accountants, Lawyers and other professional practices. This won’t be your grandfather’s… practice. Building a successful… practice in today’s competitive market requires a solid business plan, a modern infrastructure and a polished marketing strategy. Start-ups that thrive do so by focusing […]
Create a Value-Driven and Sustainable Professional Practice
At my Toronto marketing firm, I have gone through the process of honing in a value-driven and sustainable practice strategy for Accountants, Interior Designers, Architects, Engineers, Dentists, Naturopaths, Nutritionists, Chiropractors and other Complementary and Alternative Medical practitioners. I have found that it is not uncommon for professionals to convince themselves that their valued point of […]
How to Hire a Marketing Consultant for a Professional Practice
Accountants, Interior Designers, Architects, Engineers, Naturopaths, Nutritionists, Chiropractors and other Complementary and Alternative Medical practitioners struggle with how to hire a marketing consultant. Professionals have unique responsibilities and sensibilities that impact the style and method by which they need to engage in marketing activities. How can you hire a marketing consultant well suited to the […]
Qualifying Before Selling Delivers Enormous Time Savings
One step of the sales process is critical to minimizing the time spent selling a prospect that is not going to buy. Qualifying. There are many different ways to qualify prospects including online inquiry submission forms and assessment questions for first phone calls, email messages and meetings. Any of these methods will work, as […]
The Risky Business of Marketing Your Point of Difference
Why do you think marketers talk about point of difference until they are blue in the face? Let’s face it, marketing your point of difference feels risky. It is associated with giving up income. If you claim expertise in one specific area of your profession then you must be walking away from business in another […]
Planning a Website – Key Considerations
For better or for worse, a website will influence prospective clients, referral networks and job candidates. How can you leverage this ability for the betterment of your practice? To begin with, you will need to define success. Does success mean heavy traffic and if so by whom? Does success mean more inquiries? If so, how […]
