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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  |  June 08, 2017

How Content Gets Traction

The best strategy to get people to watch and share your videos

We kicked off last month drilling down on the strategic use of videos. I discovered a great example of this in JP Sears, comedian and insightful self-help author of How to be Ultra Spiritual. His brilliance reminded me of a great strategy that goes far beyond being funny.

JP was kind enough to explain his 13-year journey into becoming an overnight sensation. He started out like everyone else, making “sincere” videos on his insights. They were good, but they didn’t reach the critical mass appeal he now enjoys (100 million views and counting).

What made the difference: He changed the messenger. Instead of a standard stand-up routine, he created a character. He’s still hilarious, and his videos got shared because he transformed content into a personification. How he did that and what we can apply to our own situations:

• People recognized his character. JP played into what some “non-enlightened” folks must think of personal growth devotees. He took stereotypes to the limit. And yet you can tell he wasn’t mean about it. Both sides could laugh along.


Listen: 2 ways to make your content sharable


• Make absurdities a teaching point. Most of his videos start pretty tame and then go off the deep end. By going to the extreme, JP makes his point. You get the message without hearing the lecture. Everybody wins. (To see JP in action, watch his video about taking offense.)

The upshot: In the land of never-ending content, it isn’t enough to be relevant or insightful. If you want your stuff to be seen and shared, you have to create a visceral reaction. Check out JP’s Facebook page. Seriously, he’s too funny!


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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.