The basic law of lobbying is the same as for direct response advertising “Don’t write or say anything until you determine who your audience is.”
Lobbyists can learn a lot from direct response advertising. Your job as a lobbyist is to persuade people who make or influence public policy. It is not to convert, cajole or to socialise them into supporting you. It is just to persuade to support you on the matter you are engaging them on. In many cases, the people who support you on one matter may disagree with you on other issues. That is not something to be concerned about. That is just reality.
A simple example
When I worked with WWF several years ago, we had a meeting with the head of a well known organisation who wanted to collaborate with us. It seemed on paper and from first conversations a good match.
When we met face to face things started badly and went from bad to worse very quickly.
The head of the organisation started off wanting us to recant our wicked ways and support a certain policy position from his perspective and not from our viewpoint. He then quickly went on to cast doubt on the integrity on some close professional friends.
The meeting was cut short and the guest invited to leave.
Interestingly, I learned he was shocked at the short meeting.
At the time, I just filed it away as one of many twilight zone moments in Brussels. Unfortunately, I have come to encounter very similar episodes throughout my 20 years here. Too many lobby meetings can become a lobbyist or client talking at someone. It is like forcing a civil servant or politician to be forced to listen to the poor children in a Wahabist madrasas.
A modest suggestion
Here I go out on a limb.Many think the role of a lobbyist is to convert decision makers and influencers.
As I am not a religious or ideological zealot, I leave the business of modern day conversion therapy to others. I don’t think it works and if I am wrong, please drop me a line. I suspect most people who are subject to this form of conversion therapy will cut the meeting short and ask you leave.
There is an alternative.
First, understand who you audience is.
Second, anticipate what they would like to know.
Third, adept your landugaue to their value set.
Four, pre-saude them. Let them know clearly in advance what the meeting is about. Send them a one pager or an article that sums it up.
Four, listen to them.
Five, answer their precise questions. Don’t recite well tested answers, adapt them.
Finally, speak to the audience who is making and influencing the decision… don’t speak to yourself.