Deliver client-focused messaging on the firm website, on proposals and across marketing collateral. Topics include points of difference, selling benefits vs services, and accessible language.
Module 3: Stand Out with Value-Based Marketing
Topics: Marketing / Practice
Length: 2 Hours | What's Included: Videos, Readings, Course Workbook, Activities, Quiz, Certificate of Completion
This course is available to stream!
Deliver client-focused messaging on the firm website, on proposals, and across marketing collateral. The topics include points of difference, selling benefits vs services, and accessible language.
Learning Outcomes
At the end of this lesson unit you will be able to:
- Differentiate between client-focused and firm focused marketing
- Differentiate between client-focused and firm focused language
- Analyze the audience’s needs, motivations and sense of value
- Define a firm’s value based on the client’s terms
- Evaluate the effectiveness of value-based marketing examples
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Identify opportunities to apply value-based marketing and accessible language
Required Resources:
- Selling the Invisible: A Field Guide to Modern Marketing by Harry Beckwith. New York, Business Plus. 2012.
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- Amazon: Kindle Version | Paperback Version
- Indigo: Paperback
- Book Outlet: Paperback
This is Module 3 of the Marketing for Architects course, Fundamentals of Marketing. See here for Fundamentals of Marketing bundle.
In Marketing for Architects, you’ll learn the fundamentals of marketing, business development and networking, and how to apply them directly to your professional service firm. Learn how to create a marketing plan focused on your ideal client and designed to deliver on your business goals. Learn how to communicate your brand’s message and unique value to clients, referrers, and your team. This course presents architects and firm owners with the strategies to set business goals and be successful in their practice.
This on-demand course begins with an introduction to marketing for the Architecture, Engineering and Construction (AEC) industry, and provides participants with the skills and tools necessary to create a marketing plan, deliver client-focused messaging, and build a pipeline of prospective clients. This course has been designed with industry-leading professionals in marketing and business development and is tailored for the AEC industry.
Course Features:
- Tailored course workbook that participants can complete as they take the course
- Flexible learning - pick and choose the modules you want to take and learn at your own pace.
- Content is tailored to architects - find everything you need in one spot
- Feel confident in your marketing plan and practice goals
Subject Matter Expert
Sandra Bekhor
Practice Development Consultant
M.B.A., B.Sc. Architecture
Pricing:
Member: $90.00 / Non-Member: $112.50
Intern Member: $58.50 / Intern Non-Member: $67.50
Student: $45.00 (must be an RAIC student associate member)