In this episode, host Aya Shlachter interviews Richard Petrie about his journey from a professional cricket career to founding the Architect Marketing Institute. The discussion revolves around the importance of niching down in marketing, particularly for architects, and the common challenges they face.

Richard emphasizes the role of AI in enhancing marketing strategies and introduces his six+ AI framework, which includes AI agents designed to streamline marketing efforts for architects. The conversation also covers the onboarding process for architects to utilize these AI solutions effectively, and the significance of building a comprehensive marketing system to enhance project acquisition and business success.

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Takeaways:

• Richard Petrie transitioned from professional cricket to architecture marketing.
• Psychology plays a crucial role in both sports and marketing.
• Narrowing down to a niche can simplify marketing efforts.
• Architects often struggle with lead generation and fee objections.
• AI can significantly enhance marketing strategies for architects.
• AI agents can automate and improve marketing messaging.
• Using AI tools can save time and improve content quality.
• The six thinking hats method can help clients align their design preferences. Storytelling is crucial for effective marketing.
• Onboarding to AI solutions can be simplified for architects.

ABOUT THE GUEST:

Richard Petrie, creator of the SIX-ai System and founder of the SIX+ai program, has coached over 1200 small firm architects globally for 15+ years, guiding them to win higher-value projects and elevate their practices.

Richard’s philosophy is that true success comes from winning the right projects. His program helps architects scale their firms or boost earnings with fewer, high-impact commissions by integrating core pillars—market, message, and media—with AI. This enables them to articulate unique value, create a competitive advantage, and confidently answer 'Why should I hire you?' Richard emphasizes, "You won't lose a project to AI, but you will lose to an architect using AI."

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