Course 02 · Lesson 6 of 13
Message by buyer role
Buyers are more afraid of messing up than of missing out, so we take risk off rather than add pressure.
| Role | Lead message | Do not say |
|---|---|---|
| Owner or MD | "Everyone visible, in their own voice, without you nagging anyone. Mandates don't survive a busy Tuesday. Systems do." | "Your competitors are already doing this" |
| Head of marketing or BD | "This takes the drafting and chasing off your desk so you can run the programme. You stay in control of every rule and approval." | "Replaces your marketing team" |
| Managing partner | "Each partner sounds like themselves, and every post is checked against your rules. Start with those who want it." | "Every partner will post" |
| Finance director or economic buyer | "It's priced per person, one licence each, and the software is all in. Start with the people who want it and add seats when they're posting. Nothing rolls over without a conversation." (Illustrations only from Commercial answers.) | Any ROI claim; any discount |
| Compliance officer or COLP | "Once the data processing terms are in place, your policy becomes rules checked on every post before it goes out, with an approval chain you set and a log of who approved what. It's a second pair of eyes, not a compliance sign-off." | "Official APIs only"; any written data assurance |
| IT or security | "Colleagues connect their own LinkedIn by link and sign in with an emailed code. Send us your questionnaire and the founders will come back in writing, with our legal adviser on anything about data." | Any certification or penetration test; "enterprise grade security" |
| Fee earner or consultant | "You're not being asked to write. Holly drafts in your voice, you approve it or change it, and you decide how much it does." | "Management will see everything you do" |
| Agency owner or freelancer with clients | "A workspace and a voice per client, and client sign-off by link without a login. Talk to us and we'll build something around the way you actually work." | White label, reselling, any agency price |
Don't pitch each partner separately: give your champion the three-sentence test (below) and a one-page note.
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