Jon discusses effective marketing strategies for small architecture firms with marketing expert Sarah Noel Block. Sarah, founder of Tiny Marketing, shares her expertise on creating a lean marketing engine, including identifying dream clients, crafting a signature offer, choosing core content, and setting up lead generators. The episode also illustrates how to convert initial client interactions into profitable gateway offers, providing invaluable tips for architects to grow their businesses efficiently. Join the discussion to learn actionable strategies to streamline your marketing efforts and attract your ideal clients.

Today's Guest...

Sarah Noel Block is the founder of Tiny Marketing & creator of the Lean Marketing Engine. She is passionate about revolutionizing marketing for founder-led business services companies. With over a decade of experience, Sarah has mastered the art of efficient, high-impact marketing that drives growth without draining resources. Her approach leverages lean principles to create scalable marketing strategies, ensuring every dollar spent translates into measurable results. Her mission is to empower businesses to build a pipeline of ready-to-buy prospects, using smart, streamlined tactics to achieve their goals.

Episode Highlights...

00:00 Introduction

01:35 Introducing Sarah Noel Block

03:53 What is a Lean Marketing Engine?

05:19 Identifying Your Dream Client

09:47 Crafting Your Signature Offer

15:48 Choosing Your Main Marketing Channel

17:53 Creating Core Content

23:23 Passive Lead Magnets and Active Lead Generators

27:50 The Gateway Offer

37:41 Conclusion and Final Thoughts

39:18 Guest's Favorite Place

40:24 Closing Remarks and Contact Information

Key Takeaways...

🔹 Focus on One Strong Channel – Instead of trying to be everywhere, pick one place where your ideal clients are and show up consistently. A clear offer makes it easier for them to say yes.

🔹 Create Once, Use Everywhere – A podcast, blog, or video series can be turned into social posts, emails, and more. This saves time and keeps your message clear.

🔹 Start with a Small Paid Offer – A low-cost service, like a strategy session or project review, helps clients get to know you. It builds trust and makes the next step feel natural.

Links Mentioned In The Episode...

Visit Sarah’s Website

Connect with Sarah on LinkedIn

—--

Want to be the first to hear how to join our membership community?

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Interested in working with Jon?

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Resources…

👉 Grab the Architecture Business Blueprint 🎁

It’s the step-by-step formula to freedom for architects, architectural technologists, and architectural designers. Get it today (without any charge).

👉 Follow or Connect with Jon on LinkedIn 🤝

👇 And if you enjoyed this episode…

Please leave a 5-star review...

Jon is joined by May King Tsang, the original FOMO creator, to discuss strategies for generating excitement and urgency for your business. They explore how to build buzz around your events, products, and services using May King’s proven techniques. Learn the importance of consistent social media presence, branding, and relationship-building, and discover the power of pre, live, and post FOMO. Plus, May King shares her personal journey and insights on maintaining authenticity online.

Today's Guest...

May King Tsang is the original FOMO Creator, generating buzz and excitement to help sell out your next event! FOMO means the fear of missing out and in business it's a good thing! FOMO helps raise your profile, sells your products + services. It gets people to your Expo and increases footfall to your Trade Show booth. May King has been helping clients generate FOMO since 2012 both online and in person, and she is available NOW to help you too.

Episode Highlights...

00:00 Introduction

01:44 Introducing May King Tsang

04:27 What is FOMO?

08:36 The Five-Step Formula to Generate FOMO

13:55 What Type of Content Can We Share To Build FOMO?

22:47 The Challenge of Being Your Authentic Self

23:39 What Are The Different Types of FOMO?

24:31 Creating Pre FOMO

25:52 Live and Post FOMO Strategies

26:53 FOMO for Architects: A Practical Example

28:51 Engaging Your Audience with Consistent Content

33:19 The Power of Repurposing Content

34:55 Getting Started with FOMO: Tools and Tips

35:48 Final Thoughts on FOMO

37:13 Travel Stories

40:10 Connecting with May King Tsang

40:36 Closing Remarks and Next Episode Preview

Key Takeaways...

Creating Excitement with FOMO (Fear of Missing Out)

May King Tsang talks about using FOMO to build excitement around your business. You can do this in three ways:

• Before an event – Create anticipation and get people talking.
• During the event – Keep the energy high by sharing updates and engaging with your audience.
• After the event – Keep the buzz going so people stay interested and don’t want to miss the next one.

Showing Up Consistently & Being Yourself

Being active on social media isn’t just about business. Sharing your work, personal stories, and daily life helps people get to know, like, and trust you. The more real you are, the more people will want to connect and engage with you.

Keeping It Simple & Taking Action

You don’t need fancy equipment to make great content—your phone is enough. The most important thing is to start posting. When you show up regularly, even silent followers (the ones watching but not commenting) may turn into future clients.

Links Mentioned In The Episode...

Visit May King’s Website

Connect with May King on LinkedIn

—--

Want to be the first to hear how to join our membership community?

👉 Click here to JOIN THE WAITLIST 😀

Interested in working with Jon?

👉 Book a chat with Jon to explore working with him 📞

Resources…

👉 Grab the...

Jon is joined by LinkedIn personal branding expert Beatrice Ronchetti. They discuss how architecture practices can use LinkedIn as a powerful tool to generate business opportunities, even with a free plan. Beatrice introduces her CLEAR framework (Clients, Link Up, Expose & Educate, Active Engagement, Reach Out) for standing out on LinkedIn. They also cover the importance of understanding your audience, engaging authentically, and providing valuable content. And you’ll learn about tracking success metrics. You can start small on LinkedIn but if you stay consistent the results may surprise you!

Today's Guest...

Beatrice Ronchetti is a LinkedIn personal branding expert who helps senior professionals and business leaders stand out on LinkedIn and beyond. A specialist in the property sector, her strategies have enabled leaders to generate over £20M in opportunities from LinkedIn by positioning them as go-to experts in their industries. Passionate about empowering leaders, especially women, she collaborates with female-led groups to inspire bold, authentic leadership. Beatrice helps you show up confidently, unlock opportunities, and elevate your personal brand.

Episode Highlights...

00:00 Introduction

01:45 Meet Beatrice Ronchetti: LinkedIn Personal Branding Expert

03:58 Why Use LinkedIn (over other social media platforms)?

07:46 Beatrice's CLEAR Framework for LinkedIn

10:58 What Are The Key Things We Need To Understand About Our Clients?

13:48 How To Find and Connect with Clients on LinkedIn

17:40 Creating Engaging Content on LinkedIn

25:45 Active Engagement Strategies on LinkedIn

27:46 Effective Commenting Strategies

30:18 LinkedIn Headline Tips

31:09 Commenting vs. Sharing on LinkedIn

35:00 What's The Best Way To Reach Out to New Connections?

39:04 How Can We Measure Success on LinkedIn?

42:47 Quick Tips for LinkedIn Success

46:57 Personal Insights and Farewell

Key Takeaways...

Know Your Ideal Client

To grow your business on LinkedIn, you need to really understand who you want to reach. Think beyond job titles and locations—what problems do they have? What do they want to achieve? When you know this, you can create content that speaks to them.

Get Involved

Don’t just scroll and like posts—start real conversations. Comment, ask questions, and join discussions. The more you engage, the more people will notice you, helping you build stronger relationships and new business opportunities.

Share Helpful Content

Your posts should help, not just sell. Share tips, insights, and solutions to your audience’s problems. Mix it up with videos, images, and case studies to keep things interesting and easy to engage with.

Links Mentioned In The Episode...

Click here to connect with Beatrice on LinkedIn

Click here to learn how Beatrice can help you

—--

Want to be the first to hear how to join our membership community?

👉 Click here to JOIN THE WAITLIST 😀

Interested in working with Jon?

👉 Book a chat with Jon to explore working with him 📞

Resources…

👉 Grab the Architecture Business...

Jon discusses the challenges of building an architecture business as a sole practitioner and highlights the importance of community support. He introduces the Architecture Business Club community, sharing its benefits, member testimonials, and resources available. The episode provides insights into how the community can address issues like loneliness, lack of experience, and business decision-making by offering a supportive network of like-minded professionals. Jon also shares information on how to join the community and the upcoming opportunities for new members.

Episode Highlights...

00:00 Introduction

01:08 Architecture Business Club's Community

02:16 Understanding Online Communities

03:35 Benefits of Joining a Community

07:24 Joe Wright (of Joe Wright Architects)

09:05 Liz Murrell (of Zing Interior Architecture)

10:46 Vlad Borislavov (of Monochromo Design Studio)

12:31 What You Get with the Membership

16:00 How to Join the Architecture Business Club

18:32 Conclusion and Next Steps

Key Takeaways...

Why Community Matters for Solo Practitioners

Running a business on your own doesn’t mean you have to do it alone. Being part of a community helps you feel supported, makes decision-making easier, and reduces that feeling of isolation.

Why Join the Architecture Business Club?

When you join, you get a network of like-minded professionals to share ideas, solve problems, and keep learning. It’s good for your business—and your well-being too.

What You Get as a Member

You’ll have access to:

• Weekly group sessions
• A chat group to ask questions anytime
• A member directory to connect with others
• A shared resources library
• Recordings of past sessions

Want to be part of something bigger while still running your own practice?

👉 Click here to JOIN THE WAITLIST 😀

—--

👇 Click the link below to grab the Architecture Business Blueprint 🎁

It’s the FREE step-by-step formula to freedom for architects, architectural technologists, and architectural designers.

https://architecturebusinessclub.com/blueprint

—--

Interested in working with Jon?

👉 Book a chat with Jon to explore working with him 📞

Resources…

👉 Grab the Architecture Business Blueprint 🎁

It’s the step-by-step formula to freedom for architects, architectural technologists, and architectural designers. Get it today (without any charge).

👉 Follow or Connect with Jon on LinkedIn 🤝

👇 And if you enjoyed this episode…

Please leave a 5-star review or rating wherever you listen to podcasts, and don’t forget to hit the subscribe button so you never miss an episode.

In The Next Episode...

Next time I chat with Beatrice Ronchetti about how to stand out on LinkedIn.

Jon sits down with creative freelance copywriter Ellie Senior to dig into the benefits of public relations (PR) for small architecture practices. Ellie shares insider tips on finding the right publications, writing engaging press releases, and common misconceptions about PR. The discussion includes practical advice on content ideas, the significance of a strong marketing funnel, and the effective use of email platforms for sending out press releases. Ellie also explains how you can use advertorials as part of your PR strategy. If you’ve never done PR, now’s your chance to get started and get published!

Today's Guest...

Ellie Senior is a creative Freelance Copywriter specialising in authentic storytelling for small independent businesses. Through websites, case studies, award submissions, press releases and more, Ellie has helped many architecture practices communicate more effectively with potential clients – leaving them to focus on the design work! Ellie writes regularly for the KL Home, Design & Build Magazine, showcasing talented Architects, Developers, Designers and Tradesmen through detailed features and advertorials. For those looking to connect, she can be found posting regularly on LinkedIn where her timely tips on all things content are popular with many in the construction industry!

Episode Highlights...

00:00 Introduction

01:43 Meet Ellie Senior: Expert Copywriter

04:20 Common Misconceptions About PR

05:56 What Are The Benefits Of PR (for Your Architecture Practice)?

09:00 How To Find the Right Publications for PR

14:08 What Content Is Newsworthy for Press Releases?

22:59 How To Write an Effective Press Release

29:12 Practical Tips for Sending Press Releases

39:25 Advertorials: A Paid PR Strategy

42:28 Final Thoughts and Takeaways

47:06 Conclusion and Next Steps

Key Takeaways...

Why PR Matters for Small Architecture Practices

PR isn’t just for big firms. You can use it to get noticed, build trust, and bring in new clients. Sharing your finished projects—especially the ones with stunning visuals—can grab the attention of potential clients through magazines or newspapers.

How to Write a Great Press Release

When you write a press release, start with a catchy headline and make sure the first paragraph answers the "five W’s"—who, what, where, when, and why. Keep the rest clear and packed with useful details, and include quotes to make it feel more personal. Don’t forget good-quality photos—they’re super important in a visual field like architecture.

Picking the Right Publications

Find the publications that make sense for your business. Local papers and magazines are great if you want to get noticed in your area. Industry magazines are perfect if you’re targeting people who love architecture. Stick with it and follow up after sending press releases to improve your chances of being featured.

Links Mentioned In The Episode...

Visit Ellie Senior’s Website

Connect with Ellie on LinkedIn

—--

Want to be the first to hear how to join our membership community?

👉 Click here to JOIN THE WAITLIST 😀

Interested in working with Jon?

👉 Book a chat with Jon to explore working with him 📞

Resources…

👉...

In part two of Jon's conversation with Ange Lyons they chat about the challenges of freelancing. They discuss dealing with tricky clients, avoiding scope creep, and combating loneliness. They also share practical tips on contracts, invoicing, and handling social isolation. If you're a small business owner in architecture, this episode offers valuable advice to help you build your dream business and enjoy more freedom and fulfillment.

Today's Guest...

Ange Lyons is a brand and marketing graphic designer based in London UK. With over 20 years of experience in the design industry, she has successfully run her business, Lyons Creative, for the past 12 years. Ange specialises in creating marketing designs, brands, magazines and websites, working across both print and digital media. She provides graphic design services to a diverse range of industries, including insurance and finance corporations, publishing houses, charities, and freelancers. This variety ensures that her skillset remains broad and adaptable. Ange is passionate about engaging with people and offering her assistance wherever possible. Her love for colours and fonts is evident in her work, and she delights in sharing this enthusiasm with others.

Episode Highlights...

00:00 Introduction

01:40 Client Challenges and Scope Creep

04:03 Handling Difficult Clients

07:31 Best Practices for Contracts and Invoicing

14:13 Dealing with Social Isolation

21:38 Time Management Tips for Freelancers

27:34 The Power of Newsletters

30:18 Favorite Travel Destinations

32:54 Conclusion and Contact Information

Key Takeaways...

Clear Contracts and Boundaries

Make sure your contracts are clear to avoid misunderstandings with clients. Include what work you’ll do, the difference between revisions and redesigns, and when payments are due. It’s worth getting legal advice or using contract templates from trusted sources. You can also use tools like CRM systems to keep track of contracts and invoices.

Finding Community and Beating Isolation

Freelancing can feel lonely, but you don’t have to do it all on your own. Join online groups, try co-working sessions, or organise meet-ups in your area. Online co-working over Zoom lets you check in with others while you work, helping you stay accountable and feel part of a group. Communities like Architecture Business Club or Being Freelance are great places to start.

Managing Your Time and Staying Productive

Being your own boss means juggling lots of tasks. Try using a Pomodoro timer, setting work hours in a planner, and switching off social media notifications to stay focused. Prioritise your day with a task list, focusing on one big job at a time. Tools that track your time can also help you keep on top of your schedule.

Links Mentioned In The Episode...

Connect with Ange on LinkedIn

Visit Ange’s Website

—--

Want to be the first to hear how to join our membership community?

👉 Click here to JOIN THE WAITLIST 😀

Interested in working with Jon?

👉 Book a chat with Jon to explore working with him 📞

Resources…

👉 Grab the Architecture Business...

Jon speaks with Ange Lyons, a seasoned graphic designer, about common challenges freelancers face. They discuss marketing strategies, setting charge rates, and the importance of networking. Jon also shares info on joining a supportive community for architects and designers. The episode offers simple, practical advice for freelancers looking to avoid isolation and grow their businesses. Don’t miss part two of this conversation in the next episode!

Today's Guest...

Ange Lyons is a brand and marketing graphic designer based in London UK. With over 20 years of experience in the design industry, she has successfully run her business, Lyons Creative, for the past 12 years. Ange specialises in creating marketing designs, brands, magazines and websites, working across both print and digital media. She provides graphic design services to a diverse range of industries, including insurance and finance corporations, publishing houses, charities, and freelancers. This variety ensures that her skillset remains broad and adaptable. Ange is passionate about engaging with people and offering her assistance wherever possible. Her love for colours and fonts is evident in her work, and she delights in sharing this enthusiasm with others.

Episode Highlights...

00:00 Introduction

02:27 Meet Ange Lyons

05:54 Marketing Tips for Freelancers

13:37 Creative Marketing Strategies

22:27 Setting Your Chargeout Rate

29:58 Conclusion and Next Episode Teaser

Key Takeaways...

Why Networking Matters

Both Jon and Ange talk about how joining local and online networking events can help you connect with potential clients. It’s also a great way to feel less alone when you’re freelancing. Ange shares how being part of a local group in Walthamstow once led to a client referral years later.

Creative Ways to Market Yourself

Jon and Ange share fun and clever ideas for getting your name out there. Ange talks about sending small gifts, like notebooks, cookies, or brownies, to clients. These thoughtful touches can lead to them sharing about you on social media. Jon gives an example of an architect who created a personalised booklet as a unique business card—something too good to throw away.

Project Pricing vs. Hourly Rates

Jon and Ange discuss why pricing by project can often work better than charging by the hour. While hourly rates show exactly what you’re earning in the short term, project-based pricing can lead to better results if you plan carefully. They also explain why it’s important to agree on clear details with clients at the start to avoid extra work that wasn’t planned.

Links Mentioned In The Episode...

Connect with Ange on LinkedIn

Visit Ange’s Website

—--

Want to be the first to hear how to join our membership community?

👉 Click here to JOIN THE WAITLIST 😀

Interested in working with Jon?

👉 Book a chat with Jon to explore working with him 📞

Resources…

👉 Grab the Architecture Business Blueprint 🎁

It’s the step-by-step formula to freedom for architects, architectural technologists, and architectural designers. Get it today (without any charge).

👉

Jon helps you start 2025 on a strong note by recommending three key podcast episodes. He highlights the importance of the Architecture Business Club's membership community for architects, technologists, and designers. Jon shares updates on upcoming episodes and guest interviews, providing tips for writing business plans, quarterly planning, and PR in your business. He also invites you to join the waitlist for the community to gain support and connect with like-minded professionals.

Episode Highlights...

00:00 Introduction

01:31 Episode Recommendations for a Successful Year

07:23 Sneak Peek: Upcoming Episodes

12:11 Conclusion and Final Thoughts

Key Takeaways...

Get Ready for the New Year

Listen to Episode 9 for tips on reflecting on your business and setting clear goals.

Check out Episode 33 to learn how to write or update your business plan.

Tune into Episode 13 for advice on using quarterly planning to break goals into smaller, doable steps.

What’s Coming Up

Don’t miss our special CIAT podcast episode about the three biggest challenges for architectural technologists—advice that works for any service-based business owner.

Hear from Ange Lyons in a two-part interview about freelancing. She’ll cover finding clients, marketing, setting prices, invoicing, and managing admin tasks alongside client work.

The Power of Community

Discover how the Architecture Business Club brings together small firm owners to share ideas, gain support, and network. It’s all about creating a business that gives you freedom, flexibility, and fulfilment.

Links Mentioned In The Episode...

👉 Listen & Subscribe To The 'Where it’s AT' Podcast 🎧

—--

Want to be the first to hear how to join our membership community?

👉 Click here to JOIN THE WAITLIST 😀

Interested in working with Jon?

👉 Book a chat with Jon to explore working with him 📞

Resources…

👉 Grab the Architecture Business Blueprint 🎁

It’s the step-by-step formula to freedom for architects, architectural technologists, and architectural designers. Get it today (without any charge).

👉 Follow or Connect with Jon on LinkedIn 🤝

👇 And if you enjoyed this episode…

Please leave a 5-star review or rating wherever you listen to podcasts, and don’t forget to hit the subscribe button so you never miss an episode.

In The Next Episode...

Next time Jon chats with Ange Lyons about freelancing.