As you can imagine I was fascinated.
What was this magic "architect marketing" she was using?
I interviewed her on the Business of Architecture podcast, 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. (Richard was his name)
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 little known pillars of marketing for architects.
More on those in just a second.
So what was the result of Mona taking a chance and discovering a new way to attract the projects and fees she wants (and deserves)?
In short... the tables were turned and...