Jon discusses how architecture practices can escape the feast and famine cycle by using launches as part of their marketing strategy. He is joined by Sigrun, an award-winning business coach, best-selling author, and entrepreneur, who explains the power of launching to create a steady and predictable pipeline of work. Sigrun shares her journey from studying architecture to becoming a leading business mentor and outlines how architects can implement launches to grow their practices. The episode also touches on the potential for architects to create online courses as an additional revenue stream. Sigrun offers practical insights into creating excitement through events, addressing common misconceptions, and the stages involved in the launch process.

Today's Guest...

Sigrun is an award-winning business coach, bestselling author, and multiple 7 figure entrepreneur. She is on a mission to accelerate gender equality through female entrepreneurship. She’s been called the leading business mentor for online entrepreneurs in Europe, is a TEDx speaker, and host of the top-rated Sigrun Show podcast. Sigrun’s online business journey started shortly after finishing her master’s degree in architecture. She’s since been featured in Forbes and numerous leading media publications in Europe and has won 5 Stevie Awards; as the Hero of the year, Entrepreneur of the year, Solo entrepreneur of the year, Manager of the year, and Sales Achievement of the year.

Episode Highlights...

00:00 Introduction

01:44 Meet Sigrun: Business Coach and Entrepreneur

04:37 Sigrun's Journey from Architecture to Online Business

19:22 The Concept of Launching Explained

23:15 The Power of Limited Editions

24:17 Creating Urgency in Marketing

25:40 Addressing Skepticism in Service Businesses

28:01 Effective Launch Strategies for Service Businesses

29:39 Stages of a Successful Launch

33:53 Leveraging Digital Products for Architects

34:28 Success Story: Zero Energy Buildings

38:59 Final Thoughts on Launching

41:50 Exploring Iceland: A Personal Favorite

44:02 Conclusion and Next Episode Preview

Key Takeaways...

The Power of Launching:

Launching is a marketing strategy that creates excitement and urgency around a product or service. By planning and executing a well-structured launch, you can significantly boost their sales in a short period. This approach works for is applicable not only to products but also to services and can lead to a more efficient and effective way of attracting and retaining clients.

Building Expertise and Authority:

Sharing expertise through online courses or digital products can enhance a business's authority in its field. By teaching others, businesses not only diversify their income streams but also attract new clients who recognize their expertise. This dual benefit can lead to increased business through both educational content and traditional service offerings.

Creating Urgency and Scarcity:

Communicating limited availability of services or spots creates a sense of urgency and encourages prospective clients to act quickly. This strategy is particularly effective in service-based businesses, as it ensures that potential clients do not delay making a decision, which can help in maintaining a steady flow of work and avoiding peaks and troughs in workloads.

Links Mentioned In The Episode...

Get Sigrun’s Book ‘Kickstart Your Online Business’ Now - For Free 🎁

Visit Sigrun’s Website

Sigrun on Facebook

Sigrun’s Instagram

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In The Next Episode...

Next time Jon talks about customer relationship management systems (otherwise known as a CRM).