This is a pep talk for people interested in open access advocacy. It will first identify potential target audiences and consider the value of talking to these groups. Where is the greatest bang for buck? Identifying the messages that work requires a consideration of the perspective of your audience. Where are these people coming from? Indeed, which messages work for whom? What evidence do you need to support those claims? The arguments are changing and while the ‘Benefits of OA’ graphic is still relevant attention is moving towards reproducibility. How do you ‘sell’ Open Research?