The Toughest Sells: How Social Media Managers Crack Industry’s Hardest Nuts

From clinical trials to funeral services, some industries face unique marketing challenges on social media. We explore the psychology behind the toughest sells and reveal proven strategies that can turn sceptics into advocates

---

If you think convincing someone to buy your artisanal coffee blend is challenging, try persuading them to volunteer for a medical experiment. Welcome to the world of clinical trial recruitment – arguably one of social media marketing’s most formidable battlegrounds.

Recent research from the University of Nebraska–Lincoln has shed fascinating light on this particular marketing mountain, revealing insights that extend far beyond the medical world. Assistant Professor Ciera Kirkpatrick’s study, published in Health Communication, found that autonomy-supportive messaging, which is giving viewers a sense of agency and control, was the key to reducing negative emotions and improving attitudes towards clinical trial participation.

“Only about 5% of Americans have been in a clinical trial, so that’s super low,” Kirkpatrick noted in the report.

The research analysed 18 videos created by scientists recruiting for clinical trials, testing them on over 600 participants. The results? Messages that respected viewers’ autonomy whilst combining personal stories proved most effective at reducing psychological reactance (that uncomfortable feeling when you’re being pushed to do something) and generating positive attitudes.

This groundbreaking research provides a masterclass in tackling resistance, a skill desperately needed across numerous challenging industries.

The Psychology of the “hard-sell”

Before jumping into specific sectors, it’s best to first understand why some industries face such uphill battles on social media. Three psychological barriers typically create resistance:

• Fear and uncertainty dominate decisions in high-stakes industries. Whether it’s medical procedures, financial investments, or major life changes, the consequences feel enormous
• Trust deficits plague sectors with poor reputations or complex regulations. Industries like insurance, pharmaceuticals, and debt collection often battle preconceived notions
• Social stigma affects industries dealing with sensitive topics: mental health services, addiction treatment, or funeral planning often encounter avoidance behaviour

The Nebraska study’s emphasis on autonomy-supportive messaging offers a powerful antidote to these barriers. By respecting choice rather than applying pressure, marketers can reduce the psychological reactance that kills conversion rates.

Healthcare and medical services: The ultimate trust test

Beyond clinical trials, the broader healthcare sector faces unique social media challenges. Patients research treatments obsessively, especially online, yet remain deeply sceptical of promotional content.

The Challenge: Medical misinformation runs rampant on social platforms, making audiences hyper-vigilant about health claims. Regulatory constraints further limit what can be said directly.

Winning strategies:

• Educational storytelling: Rather than promoting treatments, share patient journey stories (with proper consent). The Nebraska research showed personal exemplars increased engagement when combined with autonomy-supportive framing.
• Expert partnerships: Collaborate with respected healthcare professionals who can lend credibility whilst maintaining authentic voices.
• Community building: Create supportive spaces where patients can share experiences, reducing the promotional burden on your brand.
• Tools to try: Video testimonials work brilliantly here, but frame them as “one person’s experience” rather than universal outcomes. Instagram Stories’ poll features can gauge audience concerns whilst respecting choice.

Financial services: making money talk friendly

Banking, insurance, and investment firms face a perfect storm of complexity, regulation, and widespread distrust following numerous industry scandals.

The Challenge: Financial products are often confusing, and audiences assume they’re being manipulated. Regulatory requirements make bold claims impossible.

Winning strategies:

• Simplification without condescension: Break complex concepts into digestible pieces without talking down to audiences.
• Transparency championing: Share your decision-making processes, fee structures, and even mistakes. Vulnerability builds trust.
• Future-focused messaging: Help audiences envision better financial futures rather than dwelling on current problems.
• Tools to try: LinkedIn’s document sharing feature could work well for detailed guides. TikTok’s short-form format forces beneficial simplification of complex topics.

B2B Software and technology: Cutting through the noise

The B2B tech space is saturated with similar-sounding solutions, making differentiation increasingly difficult.

The Challenge: Decision-makers are overwhelmed by options and suspicious of marketing claims. Long sales cycles mean social content must nurture relationships over months.

Winning strategies:

Problem-first approach: Lead with customer pain points rather than product features. Let audiences identify their own needs.

Behind-the-scenes content: Show your development process, team culture, and customer success workflows.

User-generated validation: Encourage customers to share their success stories in their own words.

Tools to try: LinkedIn’s event features for webinars, X Spaces for informal Q&As, and YouTube’s longer-form content for detailed case studies.

Legal services: Breaking down barriers

Law firms face unique challenges: people associate lawyers with problems, costs, and complications.

The Challenge: Legal services are typically needed during stressful life moments. Audiences approach legal content with anxiety and scepticism.

Winning strategies:

Demystification content: Explain legal processes in plain English, removing intimidation factors.

Prevention focus: Position legal services as protective rather than reactive.

Community education: Share general legal knowledge that helps even non-clients.

Tools to try: Instagram Live Q&A sessions work well for addressing common concerns. LinkedIn articles establish thought leadership whilst providing genuine value. Instagram reels offering legal tips or scenarios people may find themselves in (i.e. wills, divorce, inheritance, etc.) is another way legal experts are going direct to consumer.

Mental health & addiction services: handle sensitive situations

These sectors battle stigma, privacy concerns, and platforms’ varying content policies around health topics.

The Challenge: Audiences often research anonymously and avoid engaging publicly. Traditional metrics may not reflect true impact.

Winning strategies:

Normalisation campaigns: Share statistics showing how common mental health challenges are.

Anonymous storytelling: Use composite stories or third-person narratives to maintain privacy whilst providing relatability.

Ally content: Create resources for friends and family members supporting someone with mental health or addiction challenges.

Tools to try: Instagram’s anonymous question features in Stories, Pinterest’s boards for resource collections, and carefully moderated Facebook support groups.

Funeral and death care services: The ultimate avoidance industry (well, then there are taxes)

Nobody wants to think about death, making funeral services perhaps the most avoided industry on social media.

The Challenge: The subject matter triggers deep psychological avoidance. Audiences scroll past quickly or actively hide related content.

Winning strategies:

Life celebration focus: Emphasise honouring memories rather than dwelling on loss.

Practical education: Share planning information framed as thoughtful preparation rather than morbid necessity.

Community support: Position your business as supporting families during difficult times.

Tools to try: Facebook’s event features for memorial services, Pinterest boards for celebration of life ideas, and YouTube’s longer-form content for educational planning guides.

The Autonomy advantage: universal principles

The Nebraska research’s key finding – that autonomy-supportive messaging reduces resistance – applies across all challenging industries. Here’s how to implement this approach:

• Language matters: Replace “you should” with “you might consider” or “some people find helpful.” This subtle shift respects choice whilst providing guidance.
• Multiple options: Always present alternatives, even if you prefer one solution. Choice reduces psychological reactance.
• Process transparency: Explain how decisions are made rather than just presenting conclusions. This empowers audiences with information.
• Exit strategies: Make it clear that audiences can change their minds or stop at any point. This often increases commitment.

Measuring success in difficult industries

Traditional social media metrics may not tell the full story in challenging sectors. Consider these alternative indicators:

• Saved content rates: High saves indicate valuable information worth revisiting
• Direct message volume: Private engagement often exceeds public interaction in sensitive industries
• Website dwell time: Quality traffic matters more than quantity in high-consideration purchases
• Brand mention sentiment: Track how conversations about your industry shift over time

Tools and technologies for the tough sell

Several emerging tools can help tackle resistant industries:

• Chatbots for sensitive enquiries: Allow anonymous initial conversations without human pressure
• Retargeting with educational content: Nurture hesitant audiences with valuable information rather than direct sales pitches
• Social listening tools: Understand audience concerns and address them proactively
• Video personalisation platforms: Create tailored messages that respect individual circumstances

The long game approach

Success in challenging industries requires patience and consistency. Bu you likely already knew that. However, the Nebraska study’s emphasis on reducing negative emotions while at the same time building positive attitudes reflects a long-term strategy rather than quick wins.

Build authority through consistent, valuable content, establish trust through transparency, and respect your audience’s journey towards readiness. Some of the toughest sells become the most loyal customers once initial resistance is overcome.

The key lies in remembering that behind every scroll, click, and conversion is a person making a significant decision. Respect their autonomy, acknowledge their concerns, and provide genuine value because even the toughest nuts can eventually crack.

Study reference: Kirkpatrick, C., et al. “Study shows importance of autonomy in social media recruitment for clinical trials.” Health Communication. University of Nebraska–Lincoln. Retrieved from Nebraska Today.