Vickie Sullivan

Market Strategy for Thought Leaders

Tips, Trends & Tirades. ®

Vickie Sullivan's Color Commentary for High-Fee Experts

Do This Before You Articulate Your Value

February 11, 2016 | Vickie Sullivan | Leave a Comment

I don’t always have fun conversations with lawyers. But this time I did. A client’s spouse had some legal questions before she signed on the dotted line. We talked about market direction, and he asked a great chicken-or-the-egg question: how do you know what to say if you don’t know what to say? A lot […]

One Way to Validate Your Impact

February 09, 2016 | Vickie Sullivan | Leave a Comment

Last month, I mentioned Terry Barber’s approach that linked his platform (inspiring engagement) to revenue (behavior change and verified results). Let’s drill down on those last two words. How do you create verified results for intangible things such as a workshop or an online course? This is the biggest challenge for many thought leaders in […]

Filed Under: Market Strategy

Tagged With: ,, ,

The Most Important Conversations You Will Have

February 04, 2016 | Vickie Sullivan | Leave a Comment

A big transition for me this year: my time as contributing editor for RainToday has come to a close. Since 2008, they allowed me free rein to write about all aspects of branding and sales. (In case you’re wondering, the head honchos made the business decision to shut down the website.) I leave with fond […]

How Ideas Catch Fire

February 02, 2016 | Vickie Sullivan | Leave a Comment

What happens when good (and funny) friends get together? With me, I get loud and rowdy. And that’s exactly what transpired when BFF June Cline invited me on her and Sandy Weaver Carman’s show The Happiness Recipe. They asked me a great question: how do I know what ideas catch fire? If I had enough […]

Three New Ways Social Media Changes Your Marketing

January 28, 2016 | Vickie Sullivan | Leave a Comment

Yes, we thought leaders were all over social media in 2015. But what is in store for this year? A recent Fast Company article, 5 Trends That Will Change How Companies Use Social Media in 2016, highlights corporate America’s plans for social media. Why we care: these initiatives will change how we market our thought leadership, […]

Filed Under: Market Strategy,Trends

Tagged With: ,, , ,

How B2B Marketers Can Use Mass Market Trends

January 26, 2016 | Vickie Sullivan | Leave a Comment

In the B2B world, it’s tempting to ignore what’s going on in mass consumer markets. Don’t. This 2016 Trends Report from Ford Motor Company has some interesting ideas for us. My favorites: • Embracing heroes. While it’s fun to ridicule established leaders and politicians, we are embracing folks on the front lines who are changing their […]

Filed Under: Market Strategy,Trends

Tagged With: ,, ,

How Committed Are You?

January 21, 2016 | Vickie Sullivan | Leave a Comment

Last week, I wrote about Terry Barber’s journey from thought leader on paper to thought leadership in action. He had a big vision, and the launch of his solution is beyond expectations. When I delved into the backstory, I was struck by how much he sacrificed. Then I thought about all the people I see […]

When to Market When You Have Competing Priorities

January 19, 2016 | Vickie Sullivan | Leave a Comment

I had several conversations last year with business owners who wanted to stand out in their crowded market. I turned them down. Why? It was too late to help them. They waited so long to promote their business that the effort became too risky. Growth was too far outside their comfort zone. Twenty years ago, […]

Filed Under: Market Strategy

Tagged With: ,,

How Thought Leaders Scale Their Revenue

January 14, 2016 | Vickie Sullivan | Leave a Comment

Have you ever had a situation where you did everything right, but still you didn’t win? I have. And so has former marketing exec Terry Barber. To become a thought leader, he invested personal resources and paid big bucks for the experts. He wrote the book, got the social media following, and got the big […]

A Cool Way to Use Videos

January 12, 2016 | Vickie Sullivan | Leave a Comment

In my last post, I briefly mentioned how video has replaced PowerPoint. That isn’t surprising when you consider that video is the most popular marketing tool. But let’s drill down. Video has gone from being a bright shiny object to now a standard tool. That means how you use this tool is just as important […]