How to win over colleagues and superiors for your project
Posted: Sat Feb 01, 2025 10:40 am
Target group, target group, target group: If you want to get other people to do something or make them open to certain content, you have to know their fears and desires. But even proven communication professionals often don't even use the tools they have learned when it comes to internal argumentation. In addition, there are a few other crucial factors that come into play when "selling" ideas, concepts and changes internally. What are they, what should be considered - and how can you do it better in the future?
Market research, target group analysis, customer journey, addressing the target group, identifying needs, presenting benefits: these (and many other) steps are a natural part of the toolkit in every area of external corporate communication and marketing. This is how you reach customers, opinion leaders, recommenders, communities...
But when it comes to getting everyone involved in corporate chinese america data communications projects on board, or even gaining supporters, getting budgets and resources, and successfully implementing changes, things often suddenly become astonishingly difficult in many, if not most, companies. And this is despite the fact that the projects in question contribute to the success of the company and are therefore in everyone's interest - and everyone should actually recognize this.
Surprisingly, little has changed in the many years that I have been working in this field - or rather, I still hear the same thing over and over again. The reasons are obvious, and it is relatively easy to change something.
Statements that make communications managers despair
I experience this in corporate influencer projects as well as in restructuring communications departments, in developing new content strategies, but also in smaller projects such as a new sub-strategy for social media or a newsletter project. Typical statements include:
"I have told my boss several times that we need more budget for the project. But she always waves me off."
Market research, target group analysis, customer journey, addressing the target group, identifying needs, presenting benefits: these (and many other) steps are a natural part of the toolkit in every area of external corporate communication and marketing. This is how you reach customers, opinion leaders, recommenders, communities...
But when it comes to getting everyone involved in corporate chinese america data communications projects on board, or even gaining supporters, getting budgets and resources, and successfully implementing changes, things often suddenly become astonishingly difficult in many, if not most, companies. And this is despite the fact that the projects in question contribute to the success of the company and are therefore in everyone's interest - and everyone should actually recognize this.
Surprisingly, little has changed in the many years that I have been working in this field - or rather, I still hear the same thing over and over again. The reasons are obvious, and it is relatively easy to change something.
Statements that make communications managers despair
I experience this in corporate influencer projects as well as in restructuring communications departments, in developing new content strategies, but also in smaller projects such as a new sub-strategy for social media or a newsletter project. Typical statements include:
"I have told my boss several times that we need more budget for the project. But she always waves me off."