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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 22, 2011

How Crap Becomes King

Have you ever wondered why your buyers buy the most basic, silly stuff?  I mean not just basic content.  But stupid content filled with “the sky is blue” type of nonsense.  (I know of one program for speakers that starts out with, “first you need to pick a topic…”  DUH!)

Seeing people throw good money after bad stuff used to make me crazy.  Then I had an epiphany:  what if they bought that crap not because they’re idiots (my initial reaction) but because they thought it was the only option available?  Think about it:  if you want to learn something new, and don’t know which sources are the best, wouldn’t you pick what you heard the most about?  Especially if you didn’t know something better for you was out there?

What I now believe:  the market can’t stand a vacuum.  People assume that if they hear about you more than three times, you must be good.  They will buy crap — and think it’s ice cream — if they don’t know your content is out there and better than the rest.

There’s an old saying:  in the land of the blind, the one-eyed man is king.  Very true in today’s crowded market.  You gotta be “everywhere”.

So the next time you see a cheap competitor running around and selling a ton of you-know-what, ask yourself:  just how visible am I?  Do my buyers see a steady stream of my content?  Am I creating a vacuum by popping up and then disappearing?  Now is not the time for haphazard visibility.  Get out there and show your stuff.


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.