Well here was an entirely different story!
As you can imagine I was fascinated.
What was this magic "architect marketing" she was using?
I got her on the phone and she shared her story.
It turns out a few months previous she had gone to a seminar at her local business chamber put on by a "high-priced" marketing consultant.
He was preaching an entirely different type of marketing from what she had ever heard before.
He gave examples of his past clients who had grown their incomes and businesses using the marketing strategies he teaches.
Mona was skeptical.
What he preached sounded good, but would it work for her?
She wasn't sure.
In any case, it didn't matter because as a relatively young architect who had just left a larger firm, she knew she didn't have the $10K + to pay his coaching fee.
She also lacked a bit of confidence.
Deep down, the thought of growing her practice and trying something new was a bit scary.
Would these strategies really work for her?
A few days passed, and she thought of her young child and future trying to grow a profitable and enjoyable architecture practice while juggling the demands of a family.
Finally out of pure frustration, she decided that nothing would change unless she took action, even if she had to sacrifice.
The pain of doing nothing was just too great...
She had a drive for success and decided she'd do whatever it took to achieve her dream.
She came up with the money, invested in the coaching, and hired the "mystery marketing man" Richard Petrie.
Richard taught her that consistent clients and great projects could be had by building on the 4 pillars of marketing for architects:
1. Client Attraction
4. Repeat Referrals
He taught her that by creating educational material based on her potential client's key concerns, fears, and worries she could discover who was thinking about doing a project - before they ever talked to another architect.
He taught her how to continue to add value over time so that she could follow up with these potential clients without being 'salesy' or annoying.
He taught her how to break her 'sales process' into smaller pieces so that potential clients saw her as the only and obvious choice - even if her fees were double that of other architects.
He taught her how taking the role of 'educator' for her clients flipped the tables and had them begging to work with her, instead of her chasing clients.
Listen to Mona as she describes her transformation in her own words: