Before you start writing about architecture, ask yourself this question
A version of this post first appeared on instagram. Follow @advscopy for more writing tips.
When you’re writing about one of your projects for your website or for an RFQ or RFP, it can be difficult to know where to begin.
One thing I recommend?
Find a reason.
Ask yourself why you want to write about this particular building.
“Because it’s done and we have good photos,” isn’t a good enough reason.
“Because it’s a cool project,” isn’t a good enough reason.
“Because it’s an important project,” isn’t even a good enough reason.
Those statements all may be true, and they’re good reasons to include a project in your portfolio or on your website, but they’re not good enough reasons to start writing. They don’t help you figure out what to say.
Instead, think about your audience; your reader. Ideally, they’re a prospective client. If you could only tell that prospective client one thing about your project, what would it be?
Would it be about the cool thing you did?
A version of this post first appeared on instagram. Follow @advscopy for more writing tips.
Or would it be about how the building positively impacted your client? A client who is very much like your reader. Think about how the end result. How did it transform your clients life or business? How did it impact the surrounding community? What value was created? What are the future implications for the project.
Once you know the ending of the story, it’s a lot easier to find the beginning. But remember, although the architectural project narrative is a story, it's not your story.
It's more powerful when the client is the hero. Frame your design around their goals and write about why the building matters to them.
Tell their story.
Start with a reason.
