The Art of Persuasion: Turning 'No' into 'Yes'
As a communications professional, one of the most frustrating challenges can be getting your materials approved quickly. Once you have crafted the perfect media release or social content, it can sometimes take days to get your work across the line.
This isn't necessarily because the work is wrong or of poor quality; it might be because your approvers have busy schedules or aren't familiar with the content you've sent them. Here are some strategies to help you turn those "no's" into "yes's" with ease and confidence.
1. Be clear about why you're reaching out
Keep your email from sitting in people's inbox for days. Make it clear in your subject line why you're reaching out and when you need a response. They will immediately understand that it's an email they should action. I recommend being reasonable with your timeframes and not saying something is urgent unless it is.
2. Think about the best forum for getting your materials approved
If you're sharing a strategy or a larger piece of work, I recommend setting up a meeting with your key approvers. You will be able to talk through your work and own the narrative. Shorter pieces of work on topics that your approvers are familiar with are usually fine to be emailed for approval.
3. Tell a Story
A simple and engaging story. People connect with stories more than with facts and figures alone. When presenting your materials, frame your proposal as a story. Explain the problem, the journey, and the resolution. For example, if you're pitching a new social media strategy, start with the challenges your organisation faces online, describe the potential journey with your new approach, and end with the positive outcomes you anticipate.
4. Highlight the Benefits Clearly
Senior stakeholders want to know what's in it for them and the organisation. Be explicit about the proposal's benefits. How will it save time, reduce costs, or increase engagement? Use clear, concise bullet points to outline these benefits, making it easy for them to see the value in your idea.
5. Be Prepared for Objections
Anticipate potential objections and prepare your responses. This shows that you've thought through your work thoroughly. For example, if you think they might be concerned about budget, have a cost-benefit analysis ready. If there have been challenges with a particular channel in the past, outline how you will overcome these.
6. Build Relationships
Don't wait until you need approval to build rapport with stakeholders. Regularly engage with them, show interest in their work, and build trust. Knowing and respecting you will make them more likely to support your ideas.
These strategies can help you approve your communications materials faster and more consistently. Remember always to consider if this approach is the right fit for your current situation.