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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  |  January 20, 2015

Build Your Buzz With This Strategy

The Politics of Promotion

Had a great conversation the other day with favorite client Bonnie Marcus.  She updated me on the impact of our work with this big news:  she got a book deal from a prominent publisher!  Bring out the champagne…

But first, the back story:  Bonnie is a very talented coach for women leaders. She’s doing all the media stuff right — writing for ForbesWoman, featured in the Wall Street Journal — but was seen as a generalist. She needed a killer brand that would help her stand out in a sea of advisors for women. When she launched what we came up with during our work together, the reaction was swift. And emotional.

That’s why a big publisher scooped up this first-time author. Not only did she clearly define her contribution in a noisy marketplace, she also called the game on what was experienced but not discussed. Bonnie not only stood out but also drew in opportunities because she touched a nerve. People knew exactly what to do with her. And more importantly, because her message resonated in a very visceral way, people wanted to work with her.

Morals of the story: (1) the market will make an exception for anyone who stands out. And, (2), promotion without differentiation won’t put you over the top. The former will get you attention; the latter drives opportunities. It’s not enough for folks to know what you do. They have to care about your contribution

Wanna hear her story? Click below and prepare to be inspired.

 

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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.