Vickie Sullivan

Market Strategy for Thought Leaders

Tips, Trends & Tirades. ®

Vickie Sullivan's Color Commentary for High-Fee Experts

What Content Goes Viral

October 23, 2014 | Vickie Sullivan | Leave a Comment

Have you ever wondered why the most stupid thing gets the most attention on the Internet?  Me too.  That’s why I couldn’t stop reading this Hubspot article about how hyper-growth companies such as BuzzFeed and Upworthy get those followers.  My favorite findings: Emotional triggers.  Too many of us thought leaders bring out our research.  But… Read More »

Great Alternatives To White Papers

October 21, 2014 | Vickie Sullivan | Leave a Comment

Yes, the content marketing wars have raised the bar.  Even conservative markets have upped their game from the boring white papers by including bold graphics and concise copy. Here are two ideas to communicate your brilliance without being boring: Bryan Caplovitz at SpeakerMatch produced two videos to get his message out there.  What he does… Read More »

The One Thing Every Book Needs

October 16, 2014 | Vickie Sullivan | Leave a Comment

My last post used Marcia Reynold’s The Discomfort Zone as an example of how sought-after thought leaders use their content to navigate the dark side.  Let’s now drill down on the one tool she uses to increase engagement and book sales. This killer tactic is…drum roll, please…an assessment that measures the impact of our reactions… Read More »

What Thought Leaders Do With Their Content

October 14, 2014 | Vickie Sullivan | Leave a Comment

Many thought leaders say they are in the business of breakthroughs.  The logic here:  their ideas, their systems, their inspiring story will help people defy the odds.  Not so fast.  According to Marcia Reynolds, behind every breakthrough is a breakdown.  And facilitating that territory of resistance is what her book The Discomfort Zone is all… Read More »

How To Nurture The Unready

October 09, 2014 | Vickie Sullivan | Leave a Comment

This article from CMO Council’s Marketing Magnified™ has a great point:  ”qualified lead” is a big term that can mean many different things.  Confusing qualified leads and those qualified but unready to buy opens the door to wishful thinking taking the lead.  (That’s the #1 reason why we spend too much time on folks not… Read More »

Leadership Under A Microscope

October 07, 2014 | Vickie Sullivan | Leave a Comment

Heads up:  a buzzword is born.  ”Employment branding” is the perception of what it is like to work at a particular organization.  It’s the love child of the war for talent and tech disruptors such as Glassdoor, who gathers such insider info for those looking for the best places to work. This is the ripple… Read More »

How to Find New Opportunities

October 02, 2014 | Vickie Sullivan | Leave a Comment

Many thought leaders seem to travel in huge packs, competing head-to-head for the same projects from the same buyers.  Here’s an idea:  let’s use studies to uncover opportunities for us. Exhibit A:  this Gallup research on education and the economy.  Very interesting findings.  But let’s dig deeper and look at these discoveries from an opportunity… Read More »

How Thought Leaders Use Books to Justify Big Fees

September 30, 2014 | Vickie Sullivan | Leave a Comment

We all have bad days sometimes.  I was in the middle of gutting one out when the phone rang.  I thought, “What is it this time?”  My mood brightened when it was Kirk Dando on the other end of the line with good news. Kirk and I worked together twice.  Once on messaging his brilliance… Read More »

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What’s The Deal With Meeting Budgets?

September 25, 2014 | Vickie Sullivan | Leave a Comment

Because many of us speak as part of our thought leadership, it’s important to know what’s going on financially.  This summer report from Meeting Professionals International is not pretty. The good news:  virtual meetings are the rage, so there are plenty of opportunities to get our brilliance out there.  And more meetings are focused on… Read More »

Great Position of a Soft Message

September 23, 2014 | Vickie Sullivan | Leave a Comment

A lot of us thought leaders have what many buyers call “soft messages.”  In other words, our expertise lies in soft skills, such as human communications, treat folks with respect, etc.  The big strategic question:  how do you position your message to overcome the “this is just feel-good stuff” reaction? Enter this article about Robert… Read More »