CA47 - Talk is cheap ft. Nikita Morell
A copy-writing expert covers “sustainability”, open access carbon database, and the mass timber summit.
NEWSWORTHY
♻️2050 Materials releases their ultimate guide to leveraging recycled content metrics.
THE SPONSOR
Thanks to the Mass Timber Group who are on a mission to help architects and engineers take the next steps in designing Mass Timber buildings.
Tour projects, attend workshops and meet the right people at their upcoming Summit!
Get the largest discount available [20%] with the code CARBONARCHITECT
THE TOPIC
Hey sustainable architects, Steven here. 😊
This year I wanted to do something unique and bring some other voices to the newsletter to help us think differently about carbon and sustainability.
This week I’ve invited Nikita Morell who is an expert copywriter for architects.
If there is one thing us architects aren’t known for, it’s messaging.
That’s where Nikita can help.
Let’s hear what she has to say about “Sustainability”
Without further ado, here is Nikita!
Sustainability is one of those words that’s thrown around like confetti, especially in today's conversations about the environment and responsible living. It's a term often used, but its true meaning and significance can sometimes get lost in the noise.
But if you want to build trust with your ideal clients and have them eager to work with you, there are three copywriting tips to consider:
1 - Define what sustainability means to you/your firm.
2 - Get specific
3 - Use metaphors and analogies.
Let’s dig deeper on those three ideas:
1// Define what sustainability means to you/your firm.
This not only helps your clients understand your values, but also establishes trust by showing that you have a clear commitment to sustainability.
For example: To us, sustainability means [insert your definition].
This kind of clarity and dedication can be a powerful magnet for clients who share your sustainability vision. It not only helps your clients understand your values but also establishes trust by showing that you have a clear commitment to sustainability. Put simply, it tells clients you walk the talk and that they can rely on you to deliver projects that align with their sustainability goals and values.
2// Get specific.
Specificity is one of the most powerful copywriting tools.
It simply means adding more details to your writing.
When you’re more specific, your ideal clients trust you more when you include concrete details.
VAGUE: We design sustainable spaces.
SPECIFIC: Our architecture firm specializes in crafting sustainably designed homes for families, using energy-efficient materials, passive solar design principles, and rainwater harvesting systems to create eco-friendly and energy-saving living spaces.
Adding specific details allows you to show your expertise and commitment to sustainability, making your ideal clients more confident in choosing your firm for their projects.
3// Use metaphors and analogies.
If you're communicating with clients who may have limited knowledge about sustainability practices, using analogies and metaphors can help simplify complex concepts and make them more relatable.
For example, when explaining the concept of a passive house design, you could use a metaphor like:
"Imagine a passive house design as a cozy, snugly wrapped blanket on a chilly winter night. Just as the blanket traps warmth and keeps you comfortable without needing an active heater, a passive house design traps and conserves heat through its super-insulated walls, airtight construction, and efficient ventilation systems. It's like living in a warm, energy-saving cocoon all year round."
This metaphor helps low-awareness clients visualize the benefits of passive house design by comparing it to something familiar to understand. It can make sustainability practices more accessible and appealing to a broader audience.
BONUS TIP: Use ChatGPT to help you come up with analogies and metaphors.
Examples of ChatGPT prompts:
Provide an analogy to explain [insert topic here]
Construct an analogy or metaphor to help my [audience] understand and communicate [insert topic here]
For more copywriting tips like this — sign up for my newsletter here.
Hey there! Steve here again.
Hope you enjoyed that unique perspective - send me an email if you did.
The key here for me is specificity.
Be specific about carbon. Be specific about energy use. Be specific about your goals.
“Sustainability” isn’t good enough.
THE PERSON
Nikita is the ONLY copywriter in the world who ONLY writes for architects (at least according to Google). Want to get a steady stream of ridiculously good clients? Well you need to use words, and the right ones. Just like every line on your drawing matters, so do the words on your website. That’s where she comes in.
THE PROJECT
I figured it was only appropriate to feature an Australian project for our Australian guest, Nikita. This project by 3xn is really quite amazing from a carbon perspective. Although it still has the typical envelope system (aluminum and glass) it saved 65% of the original skyscraper’s concrete structure. At 49 stories tall, that is downright impressive! Check out the Quay Quarter Tower in Sydney.