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Boilerplate a la carte

1252 Bernie Siben Category_Articles client perception featured marketing Proposals

Boilerplate a la carte

Marketing text has to be what the project owner needs to see. If you can standardize to accommodate an array of proposal types, great. If not, develop new recipes. Standardizing marketing text seems like a great idea. You don’t have to write generic sections every time you start a statement of qualifications or proposal. You just import the “about the firm” section, and the “project staffing” or “project experience” introduction from the appropriate existing files. Sounds like a great timesaver, right? So what’s the downside? In most of the ways that count, standardized text is text pulled out of the...

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More than overhead

1252 Category_Articles creative creativity featured Jamie Claire Kiser marketers marketing marketing professionals ZG Team

More than overhead

Non-creatives have to understand and respect what marketers do, or we run the risk of demotivating those who are critical to our success. A recent study by InSource reported that “Creative professionals are being asked to do more work in less time – and it’s taking a toll.” I resemble that remark. We – the non-creatives – seem to foster this culture, and it hurts our service-minded colleagues in marketing in a unique way, because so few of us really understand what marketing does. I know I am guilty of forgetting how easy it is to fire off an email...

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Conference call: Ellen Long

1252 Business Development Category_Articles design-build Ellen Long Entrepreneurship failure featured Growth leadership pipeline leadership transition Liisa Andreassen M&A marketing organic growth Ownership Transition profit centers Project Managers

Conference call: Ellen Long

President of Long Engineering, Inc. (Hot Firm # 24 for 2017), a 90-person land surveying and civil engineering firm based in Atlanta, Georgia. By Liisa Andreassen Correspondent “Begin to identify internally if you have potential owners you can mentor, and enable them to be financially capable to invest in the transition,” Long says. “In our opinion, it takes eight to 10 years to fully transition leadership and ownership. If you don’t have any options, you may have to consider an acquisition route.” A CONVERSATION WITH ELLEN LONG. The Zweig Letter: They say failure is a great teacher. What’s the biggest...

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Why you don’t make more money than you do!

1252 A to Zweig advice Category_Articles Compensation featured Mark Zweig Pay Principals Raise Salary

Why you don’t make more money than you do!

It’s hard to believe that in this market there are still design professionals who don’t feel fairly compensated for what they do – especially when compared to other professionals. While I don’t think the $200K+ a year earned by most principals in this business is chump change, I do think you could do even better. Here are some things that could be holding you back: You don’t really understand the value you bring to your clients. Sure – it’s common knowledge that design fees are a fraction of the project’s total cost but you have to remember how important that...

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Down in the dirt

1252 Category_Articles client perception featured introduction pitch Proposals Scott Johnston shortlist

Down in the dirt

Sharing something personal about your history is a great way to connect with a selection panel – and, of course, to win work. Making a strong first impression and connecting with the selection panel are critical to being chosen for a project. Unfortunately, many introductions at project interviews begin like this: “Hi, I’m Johnny Appleseed and I’ve been a project manager at ABC Architecture for 12 years. I’ve worked on five schools. I’m excited to be here today!” When AEC professionals start with a “name, rank, serial number”-type statement, they miss an opportunity to differentiate themselves from the other shortlisted...

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