A Few More Words…
News, notes, and writing tips from ADVSCOPY
Using Simple Words to Make a Big Impact
The strategic utilization of accessible language produces a more profound communicative impact than the deployment of terminology that necessitates greater cognitive effort.
Wait, we can do better than that:
You don’t need a "mission" but you probably have one.
Plenty of architecture firms do great work without ever thinking about their vision, mission, or values. But look closer and you’ll often find a firm that’s too busy. That’s saying yes too much. That’s lowering fees just to get work they don’t really want to be doing and burning themselves out just to get it done.
Is this common writing mistake costing you clients?
No matter how big or small an architecture firm is or how well-staffed their marketing department, I see the same writing mistakes. One, in particular, I see again and again and again...
16 Writing Prompts for More Effective Project Narratives
I’ve written hundreds of project narratives and I’ve helped dozens of architects and AEC marketers write their own. Over and over, I hear the same problem when I first start working with someone: I don’t know what to say.
4 Reasons a Newsletter is More Effective Than Social Media for Architects
Email may be the oldest digital form of direct communication, but we still use it for a reason. It's an incredibly effective way to reach people. Much more effective than social media.
Ruin your writing to improve your communication.
The power of an architectural ruin is undeniable. Ruins are romantic. They’re a bit mysterious. They’re a connection to a shared past that resonates across time and communicates across cultures. Ruins don’t usually reveal the events that destroyed a building, but they do reveal how it was built. There’s a clarity and beauty in that expression.
A Practical Writing Tool for Architects: The Ladder of Abstraction
Architects and designers like to talk about big ideas and small details. I do too. And I like to write about them. But sometimes we both can get caught in the middle, using complex language to explain relatively simple things. That’s when you need the Ladder of Abstraction.
Is your architecture firm’s about page really about your architecture firm?
Every business needs clients. As many as we can handle, ideally. In pursuit of clients, we often try make our business as attractive as possible to as many people as possible. But sometimes when we do that, we erase any trace of who we are and what makes us unique.