Everyone in some form or fashion has tried to reach a decision maker at a brand or agency, whether if it was to find some of those much coveted ad dollars throughout our careers, to sell our latest software technology :) or just to help our kids in middle school sell candy bars. Folks who work for non-profits even churches target brand decision makers for donations sometimes and to enhance programming. The following will be a mini-step guide to try to assist you & yours when in the trenches of researching and trying to find decision makers.
1. Understand your potential buyer/donor’s persona: (Do research on social media channels to better understand who you are reaching out to, do not assume too much about them based on these channels but gather some facts and read their company bio or past company bios.
Based on facts, you may be able to determine their personality trait or if they are more left-brained vs right-brained. This might help you figure out how your decision maker is motivated, not just at doing their job per their title but actually how they think about life and work. Left-brained people, being more analytical, might be more receptive to you sharing a case study or peer review out of the gate. On the other hand, a right-brained person might be more receptive and moved by a testimonial or cameo video (see below) right out of the gate. Always important to remember that when you reach a decision maker to make it count. Their time is very valuable, as is yours, be well prepared in advance as to what you want to accomplish with a decision-makers time. Have a clear agenda, be clear and precise with your proposition value you have to offer, and how it will help make them or their team more effective & efficient.
2. Be unique in your outreach: understand that the volume of calls, emails, LinkedIn messages these folks actually get each day, they get countless ‘asks’ every single day of their lives. Be different in an appropriate way, do something that no-one else or very few are doing. This does not mean email them 3 times a day with 2 voicemails, dig deeper. Suggestions include:
-Send handwritten notes (this has become a lost art form and something about this tactic warms people)
-Send random care package or gift (this might only be for a select few of ‘warm leads’
- Engage on social media
- Drop-in visit (this can come with risk without being invited, but also great reward in a post-covid era)
- Create blog content :) to speak to your potential buyer or prospect in longer form storytelling
- Have a mutual industry cohort send them a typed or handwritten letter in the mail on your behalf
- If you know anything about the person based on their persona send them a Cameo video - these can cost $20-$50 or more but can be a cool way to get someone’s attention with a customized message from a celeb or industry expert.
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