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From the desk of:
Richard Petrie
Co-Founder, Architect Marketing Institute
October 2016

Dear overworked and under-appreciated architect,

In my consulting work with architects, I’ve found that most architects live a sad and pervasive lie.

Here’s what they say:

“I can either work on fun and fulfilling projects, or I can make a good income – but not both.”

I was shocked when I first heard this line of reasoning coming from a bunch of seasoned architects in a LinkedIn Group.

Someone had asked about advice for his son who was considering studying architecture.

“Stay away!” said some.”

Let him know that he won’t earn much money,” hollered others.

“He’ll have to choose between fulfilling work and earning a good living!”

“The best architects die poor!”

“I love it but it doesn’t pay the bills.”

And so forth…

I like to compare this sorry state of affairs to an architect who went for a walk in the forest and got lost.

After a few hours of walking he came across a village in a clearing.

The village was called Archville, where ONLY architects lived.

Yes, a very strange village, I know.

The Mayor of Archville welcomed the architect and offered him a tour.

He told the architect that Archville was spilt into four neat quarters where architects could live.

The Old Quarter was the divorce and suicide capital for architects who charged low fees and worked on unfulfilling projects.

The Artist Quarter was cool but run down because money was always tight. This was the quarter for architects who charged low fees but worked on fulfilling projects.

In the New Quarter, everything was new and fresh but it lacked soul. This quarter was for architects who charged high fees but worked on unfulfilling projects.

Finally, the Mayor took the architect to Sunshine Island.

“Sunshine Island is for architects who earn high fees AND work on fulfilling projects.”

… said the Mayor.

All the architects wanted to live in Sunshine Island but only a few ever discovered what was required to live there.

“How can I live on Sunshine Island?” asked the architect.”

Good question,” responded the Mayor.”

You need to know the ideal type of projects you love to work on, and be able to win those projects for a decent fee.”

The mayor explained that architects who lived in Sunshine Island had two jobs:

First, a marketer of architectural services…
Second, providing architectural services.”

This is the secret few architects know,” said the Mayor, “and that even fewer practice.”

“But I went to architecture school for 7 years and no one even talked about selling architectural services – there is no method for architects…is there?”

“You want the roadmap to Sunshine Island?” smiled the Mayor. “Everyone wants that son, but you have to be prepared to pay the price”.

“That depends on how much it is,” responded the architect.

“I can tell you one thing,” said the Mayor.

“The price to live on Sunshine Island is much less than the cost of living a life of low income and unfulfilling projects!”

Well, I’ve devoted a large part of my career helping architects find Sunshine Island …

And I’m happy to say I’ve helped quite a few find it!

In fact, my first architect client here in New Zealand who I worked with years ago has clients literally begging to work with her – and she tripled her income in 12 months…

Some people say I have a magical voodoo power to have my clients transform so powerfully.

I say there’s nothing magical about it – like anything there is a recipe to getting to Sunshine Island.

Would you like to know what it is?


I’d like to invite you to download the architect marketing flowchart that shows you exactly what it takes to set up a marketing system for your architecture firm (and get to Sunshine Island).


Now I’m the first to admit that Sunshine Island isn’t for everyone, and neither are these marketing strategies.

Some architects prefer to work in the Artist Quarter pursuing fulfilling projects at the expense of their family and income.

Others prefer to dream big, yet never take action.

If this is you, don’t download the flowchart.

On the other hand, if you’re ready to skyrocket your professional growth and satisfaction, just click the button below and I’ll send it right to you.

"Help ambitious architects find greater freedom through exceptional projects and at the same time exceptional income"

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