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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  |  February 03, 2011

Different Shades of Yes

You’ve heard the conventional wisdom:  lists are harder to build, joint ventures aren’t as easy as they used to be.  So how did Linda Finkle, author of Finding The Fork in the Road, promote her book launch to almost 1 million — yes million — emails?  No, she’s not a rock star (yet).  Most of the partners she gathered didn’t know her at all.  The answer lies in three words:  the personal touch.

The back-story:  Linda sent hundreds of personal emails to people she didn’t know and who didn’t know her.  It was tedious.  It was time-consuming — as in 40-50 hours per week for two months.  She was so tired she became giddy (you’ve been there).

The results shocked her:  not only did these strangers sign up but — get this — over 100 people agreed to tweet and blog about her book.  And offers to distribute her perspective on other blogs — some with 200,000 hits per month — also poured in.  People came up with ways to help her that she never even thought of.  Bottom line:  the opportunities from the book launch has already made the book worth her time and money.

The moral of the story is two-fold:  1) writing a book isn’t enough.  You have to be willing to do the tedious, in-the-trenches marketing tactics; and, 2) the bar is set low enough now that the personal touch is now considered premium.


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.