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FROM THE FOUNDER
Relentless marketing
I was talking about marketing the other day with someone who had recently started their own design business when I realized I had come up with a new term for the kind of marketing I was telling them to do and that I know works every time: “relentless marketing.” Success comes from bold, consistent marketing efforts that push visibility, build trust, and attract high-quality clients.
When we speak of “relentless marketing,” I am talking about doing so many things that it would make most architects and engineers super uncomfortable to promote that hard. But so what? The few who heed my advice WILL succeed, and no one ever said success comes easily. Do the work – the real WORK of marketing – and watch the opportunities come pouring in. Here are just some of the ways you, too, can practice relentless marketing: 1. Get your client and potential client list together and get it on everyone’s desk. Marketing always starts with identifying who your target customers are. What types of businesses, institutions, or government agencies within what geographic area are you trying to sell to? Who in those organizations will either make or influence the buying decision? Put them all in one database and get your people used to adding, deleting, and modifying it continuously throughout the day. Be relentless in insisting this database be maintained. 2. Send an email to everyone on your list every single day. That’s right – daily. I know this will make a lot of you cringe and you’ll tell me you
opt out of companies that do this, but believe me, they do it because it works. For everyone who opts out or complains, 10 or 20 will respond IF your information is helpful and you aren’t just trying to sell services every time. Be relentless! 3. Send out a unique company newsletter for each market sector you serve every other week. Show that you work with clients like those you are targeting – that you have experience and understand their problems. The absolute worst design firm newsletters aim a shotgun at all of the markets they serve and subtly communicate to potential clients “we do everything for everybody.” They have been burned from companies who sell one way and deliver another and it’s not what they want to hear! 4. Start a podcast and put it on all major streaming platforms. Podcasts work. They give you a chance to communicate your unique insights and lessons learned. They also make it easy to stroke the egos of the people you are trying to work for by asking them to be on the podcast in the first place. There are many benefits. Whether you listen to these
Mark Zweig
See MARK ZWEIG, page 6
THE ZWEIG LETTER JUNE 9, 2025, ISSUE 1589
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