Persuasive writing is all about understanding your target audience, their motives, their goals, and their problems (that you’ll hopefully solve with your product or service). By knowing all of these elements, you can shape content that will make them want to buy (or call, or register etc).
But one thing to keep in mind is quite often the end user of your product or service has one (or more) ‘gatekeepers’ that stand in the way of making a purchase. This is especially true if they are part of a larger organisation that could have complex approvals processes, procurement teams, or even purchasing policies to abide by.
- Gatekeepers may want a different set of benefits from your product or service than the end user (such as value for money, locally made, or warranty)
- Gatekeepers may receive their information in different ways than the end user.
- Gatekeepers may also have gatekeepers.
The best thing that you can do is to not only understand your target audience, but also understand their gatekeepers. Make it as easy as possible for them to persuade their gatekeepers why your product or service should be used.
Do this by:
- Using scenarios that show the benefit of your product or service not just to the end user, but also to the gatekeeper.
- Including fact sheets that can be downloaded and attached to procurement requests.
- Include a ‘how to convince your boss’ section if appropriate. I like the one that Usability Week has.
What have been some gatekeeper hurdles that you have overcome?
If you ever need help persuading gatekeepers to buy your product or service, get in contact with me and we’ll work out a plan of attack.
{ 2 comments… read them below or add one }
Hi.
I am so relieved to have found your page!
I have been working in telesales for 3 years now cold calling to sign people over to British Gas and also appointment making for BT reps to visit business owners for advertising. I never had a problem with either of these campaigns as I had clear targets – the bill payer and the owner. Obviously, the fact that I could have been calling about their account helped me to get past the gatekeeper in any situation.
Last week I started a new appointment setting role. I am now working for a commercial cleaning services provider and contacting businesses of all sizes, needing to speak to the decision maker with regards to the cleaning services. I am really struggling to find a way of getting past the gatekeepers. The majority of the time I just get “we have a cleaner, were not interested”. As I am setting this campaign up, I don’t have a script or tried and tested way of overcoming this, or even actually getting an appointment when I do get to the decision maker.
Any help with this would be greatly appreciated as I am feeling the pressure!
Thanks
Jeni
Hi Jeni
Cold calling is hard isn’t it? Especially when you can’t even get through to the people who you need to talk to. Think about other ways you can reach your target market too. Are there other existing newsletters or industry communication which may provide direct access?