When I recently played Scrabble with my son and Hudson, my six-year-old grandson, I didn’t think I would have much trouble. I write for a living, after all.
But much to my dismay, I lost my first game by a large margin. I didn’t pay enough attention to the scoring.
Hudson wasn’t focused on vocabulary—he was focused on value.
Bonus squares. High-scoring words. Constantly testing what worked.
Words like QI—33 points on a triple word score.
After a few games, I realized something:
I wasn’t losing because I didn’t know enough words. I was losing because I wasn’t focusing on what mattered most.
And many A/E/C firms are doing the same thing with their project content.
Most Firms Have the Words—But Miss the Value
If you’re a marketing director or firm owner in A/E/C, this may sound familiar.
Your teams produce technically accurate project descriptions.
They typically include scope, schedule, and services.
But your stakeholders want more:
- Client testimonials
- Real-world challenges
- Stories behind the success
Why?
Because in an era where AI can generate polished project descriptions in seconds, technical expertise is expected, but it’s not a differentiator.
The “Bonus Squares” of A/E/C Marketing
Think of testimonials and case studies as your bonus squares.
They don’t just add information; they can magnify your impact.
If project narratives include social proof, they’re far more likely to be read, remembered, and trusted.
Most firms are playing Scrabble with good vocabulary—but they’re ignoring the highest-value opportunities.
Even a short client quote can:
- Add credibility
- Differentiate your firm
- Make your project memorable
What Prospects Actually Want to Know
Your prospects aren’t just evaluating technical capability.
They’re asking:
- What happens when something goes wrong?
- How does this team communicate under pressure?
- Will they make me look good to my stakeholders?
That’s what stories and case studies answer.
Start Small
Here’s a simple place to begin.
This month, capture one client quote that answers this question: “What unexpected challenges did we help you solve?
That’s your first “bonus square.” Even a few sentences can add some valuable “color” to a project description and help differentiate a firm.
After four games of Scrabble, I finally tied for first. But more importantly, I learned to pay attention to those bonus squares and rethink how I was playing the game.
In A/E/C marketing, your technical expertise gets you in the game.
Your stories, and your clients’ voices, can help you win it.
Need Help?
If you want a simple, proven framework for turning your projects into persuasive case studies, or help developing one, I’d be glad to help. Contact me at blaizecommunications@gmail.com.
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