Zuul is scary. How do I get past her?

I get emails. I mean, I send an email every day, so I’m bound to get some. 

Pencil sketch of Cerberus the thre-headed dog from Greek mythology

Make yourself unignorable and indispensable to get past the gatekeeper.

Some are lovely, one or two are vaguely abusive, and a fair few are questions. I try and answer short questions individually (but don’t bother asking for free advice because it ain’t gonna happen – that’s not fair to those who pay me for my expertise).

And some of them I save up to answer here, in my daily email.

I was mooching through that pile of missives this morning and found this:

Hi Vicky

My main problem is how to get past the gate keeper when you know the person you want to speak to is in the office  but does not want to take  the call



This was in response to the first of my 49 Ideas emails series, and it’s a good one. It’s a problem many people in business have and it’s good to ask that question because there’s no point at all in wasting your time and energy talking to the wrong person.

You put a great presentation or whatever together, give it your all – then the person you’ve been talking to goes to their boss and gives them a half-arsed summary. No wonder you don’t get the gig.

What to do?

Well, there’s a bunch of stuff you can do – which I go into great detail about in my book – but how about this simple idea: make yourself unignorable. Position yourself as somebody that CEO needs to talk to.

I’m assuming here that the Big Cheese has a problem you can solve, yeah? That you’re not just idly speculating? If that’s the case, stop trying to get them on the phone; their gatekeepers tend to be good at their jobs. Instead, send them a personal letter containing something they can’t ignore.

Send them several.

But here’s another idea: send them your book. Picture this: you’re not just another salesman trying to sell your widget or your software or whatever it is… You’ve actually written the book on what you do.

Makes you pretty damn hard to ignore.

Plus, that’s just the tip of the iceberg of what you can do with a book.

Fancy it? I can help, you can start off by reading my book: Business For Superheroes. Grab yourself some booky goodness here.



Vicky Fraser is a copywriter, author, and entrepreneur. She really did run away with the circus… but when she’s not swinging from a trapeze, she’s showing other copywriters and small business owners how to work with better clients, make more money, and stop missing bathtimes, first words, and dinners with angry partners. In fact, she wrote the book on it. Get your copy here.

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