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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  |  May 10, 2011

Bitter Medicine That Heals

I dread giving bad news.  Always flit between the “stay out of other people’s business” and the “but I can avoid future train wrecks” arguments.  But when Dan Janal asked me about the biggest mistakes speakers make, I just let loose.  Later, he told me, “that’s some pretty bitter medicine you just gave”.

What I said in a nutshell:  too many speakers write books for all the wrong reasons.  The result:  books that brand good people as “hire me — I’m free and always will be”.  Now that’s okay if you’re a consultant looking for clients.  Too many folks depend on books to get paid speaking.  And it’s only after they’ve spent months (and major money) on producing and promoting the book when reality hits:  no new revenue is forthcoming.

Here’s the antidote:  strategy first, then start writing.  Look around your space and ask yourself:  where’s the hole in the market?  What angle is not being covered?  And the big kahuna question:  what new perspective can I add to this conversation?  These answers will make sure your book will get you those paid gigs.

The rest of the interview was enlightening, too.  Click here to give a listen.


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.