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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.

Written by: Vickie Sullivan  |  April 27, 2010

Are We Done With Discounts?

If 2009 was the year of the discount, then 2010 will be the year of free stuff according to ChiefMarketer.com’s 2010 prospecting survey.  Why?  Almost half of respondents (of over 1,000 marketers who responded) are investing in finding new clients.  How are they going to attract those folks?  Not just with discounts.  With free gifts (88.1 percent), free shipping (93%) and — you guessed it — more free content such as white papers and webinars (94.5%).

Pay attention to that last item.  More free content dumped on the market means two things:  1) more partnerships to get information out there; and, 2) a pretty noisy conversation.  Prediction:  watch for a lot of junk to be thrown on the wall in the name of speed.  This will hurt all of us experts as folks will tune out to avoid information overload.  Only the most consistently compelling ideas will get traction from this tactic.  Recommendation:  spend just as much time creating compelling content as you do getting it out there.  I’ve got some field-tested processes in Your Position of Power if you want some help.  Click here for more information.


About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.