Storytelling in the architecture/engineering/construction industry is a common discussion topic among marketers and business development professionals. We’re always on the hunt for the company story, and often it becomes a history of the company with major projects delivered, offices opened, and leaders who had a vision.
We post this information on websites, in our offices, and share on social media. The problem is, who really cares? Really, who cares?
I love the concept of storytelling that Donald Miller promotes in StoryBrand. It was the first storytelling framework that I thought could really work for AEC firms. His examples don’t necessarily relate to the built environment, but the framework can work for us.
The logic behind the communication framework rings true with AEC-accepted trends and practices.
- No one has time to read long content.
- If it’s hard to understand, they give up.
- Readers want to know what’s in it for them.
Simple words win. Straightforward writing is reader friendly. If you confuse, you lose.
Donald Miller
Most AEC firms struggle to stand out from the competition. Using a proven storytelling structure helps clarify differentiators and conveys client benefits. The framework works.
Most companies struggle to stand out from the competition. I use more than 25 years of experience and a proven storytelling framework that helps clients win work, attract employees, and grow their firms.
Readers love when content helps them solve problems. We use a proven storytelling process that starts with identifying what the reader needs most to survive and thrive. Then we apply word magic so it’s easy to digest and apply. Winning content is relevant, brief, and memorable.
