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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  |  May 19, 2011

Managing The Fear Factor

Yes, the economy is growing and buyers are still a little timid.  So managing their fear can be the biggest obstacle standing between their challenges and our solutions.

Martin Lindstrom, author of one of my favorite books, Buyology:  Truth and Lies About Why We Buy, has a different take than the old “just show your value and it will be OK” fluff out there.  His advice:  understand the fundamental role of fear and then use that to strengthen your position.  This can work in marketing campaigns to thousands and one-on-one sales conversations.  It can create compelling content for speeches, articles, anything you use to market your expertise.

Read this Fast Company article he wrote and pay attention to two things:

  • How he sets up the 30,000-foot perspective with a rhetorical question and then dives down into three specific strategies.
  • The strategies themselves.  How can you implement what he suggests?

Great food for thought, even as we enjoy this economic growth spurt.


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.