Ask Louis Articles

Are you interested in increasing your design business through social media marketing?

Given its newfound emphasis on developing meaningful client relationships (as opposed to holding out the empty promise of “going viral”), there’s never been a better time to achieve outstanding results through social media.

Content – as you may have heard – is now king, or soon will be!

Join us here for advice and inspiration creating this high quality content, from profiles to posts. Share your challenges and solutions, experiences and goals as they play out daily on various social media platforms. Obtain the visibility you need in today’s increasingly crowded cyberspace, especially the one devoted to design and architecture.

Louis Postel has been successfully getting the word out about design and architecture for over three decades in print and online. Powerful narratives and high reader engagement have consistently characterized his work in monthly design columns for New England Home, Showboats International, as well as on social media.

Messy, But Not Too

Messy, But Not Too

A 3,500-acre retreat in the Western Ghats of India: a 100-room lodge, a spa with 12 villas…cultural programming demonstrating the role of the music, art, and literature in promoting a sustainable way of life. A summons from the City of Philadelphia for growing grass...
Mamou-Mani, Maker

Mamou-Mani, Maker

Like explorers heading their tiny craft upstream, a pair of bicyclists float over the sands of Nevada’s Black Rock Desert. A dust storm shrouds them from 60,000 more inhabitants of their pop-up metropolis at the 2016 Burning Man Festival, known as Black Rock City....
Doris Sung And The Surly Strongman

Doris Sung And The Surly Strongman

If you are one to break into architectural studios in the middle of the night, think twice about breaking into dO|Su in Los Angeles. There, its principal Doris Sung keeps her collection of critters, self-propelled, self-assembling, super-smart thermal bi-metal robots...
Mix Master

Mix Master

In his Crown Heights, Brooklyn, studio last year Charles Goldman was reading the New York Times. After weighing its symbolic value as a “spreader of information,” he launched a series of “plop sculptures” out of mashed issues of the Times. “Then I left a bucket...
Tunnel Visions

Tunnel Visions

Lisa Schon remembers holding the bird in a piece of cloth. Its tiny eyes turned to stare at her, bewildered. “I could feel its heart beating like mad,” says Schon. “The bird was terrified, and at the same time I was scared I might crush it.” Little did the captive...
Bore No More

Bore No More

 While your bridges soar your website snores. What happens when an architecture or engineering partnership’s commitment to strength, utility and beauty falls short digitally—adequate but hardly excellent? There are still many who could care less: “Our reputation...
Welcome to the New Free Marketing Economy

Welcome to the New Free Marketing Economy

True or False? Social media advocacy marketing just doesn’t work for design firms. The content being posted is just too subtle, or too confidential, and the stakes far too high.    After all, what employee of an architectural firm in his right mind would risk...
 Three Motives That Drive Social Media

 Three Motives That Drive Social Media

A deep intranet silence blankets the firm’s many branches like a heavy snowfall, which only makes today’s message even louder: Why did Sherri Z., AIA, LEED make Managing Partner, and not Alex P., AIA? After all, Alex consistently brings in the most and best projects...
Make Likes (and New Business), Not War

Make Likes (and New Business), Not War

I’m not particularly fond of the term marketing strategy, and never have been. In fact, hearing it used would make me run for cover — call me paranoid, but who knew what “strategy” ultimately lay in store against me? What’s more, I generally liked our subscribers and...
Our Buildings, our Bodies

Our Buildings, our Bodies

Book Bim Dept. | Exploring… Mind in Architecture: Neuroscience, Embodiment, and the Future of Design, edited by Juhani Pallasmaa and Sarah Robinson, MIT Press 2015  Essays by Thomas D. Albright, Michael Arbib, John Paul Eberhard, Melissa Farling, Vittorio...
Mapping Social Media

Mapping Social Media

How the AEC Community is discovering new ways to build business on Main Street Part One: First stop, Pinterest. “I know at least half my advertising works,” said the prosperous business man. “The problem is figuring out which half that is.” For AEC professionals...
How to Pick a Houzz Profile Picture

How to Pick a Houzz Profile Picture

Dear Louis: I have to pick a profile picture for our Houzz listing. This task is turning into my worst nightmare. – Please advise before I drown in a whirlpool of possible images, blurred past all recognition. I’ve got to tell you we have tens of thousands of photos,...
New Partner Feels Lost

New Partner Feels Lost

Dear Louis: Are we a professional organization, or are we a business? As far as our architectural practice is concerned both models seem to be trading in degraded currency. I find myself wracked with anxiety over this question, as I nurture our ideas and projects,...
To the Nut Factory

To the Nut Factory

                  Dear Louis:  I’m sixty-six years old with two cocker spaniels and five hair salons. Here’s my problem: I’m feeling boxed and bored in the burbs. Our house, in fact, is just a big box on steroids, inside of which we watch the box sent to me in a box...
Trouble getting projects published?

Trouble getting projects published?

Dear Louis: I’m feeling pretty down about a snafu here in our design studio, and I am hoping you can help me out. Eighty-six days ago exactly – I counted – we sent photos of a zero energy, shingle-style project we did to glossy Magazine X, hoping to get it published....
T-Squares and Empathy

T-Squares and Empathy

What’s New in the World of Neuro Architecture At first I was put off by the title itself: Architecture and Empathy. All you hear about in the business press these days is Empathy this and Empathy that! Every elite business school in the country is adding Empathy...
ASK LOUIS – “A Lurker’s Lament”

ASK LOUIS – “A Lurker’s Lament”

Are you interested in increasing your design business through social media marketing? Given its newfound emphasis on developing meaningful client relationships (as opposed to holding out the empty promise of  “going viral”), there’s never been a better...
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