Q: What's the best way to get buy-in (opt-in) to your list from C-level executives? Having an especially difficult time.— Yehuda Cagen, Xvand Technology Corp.
Your strategy will depend on what you are selling and how you have positioned your solution for these buyers. I've had some success getting c-level executives to sign up for newsletters, here are some tips to get you started:
- Know the motivating factors that help executives buy. Your message isn't necessarily something executives want to hear, care about, or to which they have any interest. To get them to sign up, you must talk about their concerns and desires.
- Instead of building your own, partner with publications who already reach the executives you want. Because executives are busy, they may not get on your newsletter unless you have compelling value, however, you can buy your way into the publications they already read.
- Keep your message short and focused, tell them about that upfront. I've found small focused articles around areas that get executives excited help keep them subscribed once they have opt-in. Let them know what they get and you'll get more trials.
- Provide decision making tools around your solution. When an executive is ready to buy, they make quick decisions after targeted research. During this research stage you may be able to get opt-in if you provide decision making tools they can use.
There is no ONE way to attract c-level executives and persuade them to opt-in to your list. Remember that c-level executives aren't on-line the same way other users are, if they are on-line at all, they do quick research then get back to work.
© 2008 Center for Strategic Relations, All rights reserved.
Justin Hitt has more than two decades of experience transforming business relationships into profits for clients. Practicing risk and project management in high stakes environments. Featured in Six Sigma Magazine and Greater China CRM. Author of numerous books, reports, and training programs on strategic relations.