Resources  >> Messages That Make People Take Action

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 28, 2017

Messages That Make People Take Action

Messages That Make People Take Action

Good news: Getting our message out there is easier than ever. The problem: How do you get folks (especially buyers who don’t know how great you are) to buy into your perspective? It’s one thing to negate conventional wisdom. It’s quite another to deal with the initial skepticism and outright denial.

This Strategy + Business article outlines the four emotional springboards that motivate people towards a new direction. Go beyond the initial scope of change initiatives, and apply these two ideas to your messaging:

1. Play up what’s already there. If your audience is confident, play off that. If they sense trouble, play off that. You have to start where folks are before you take them somewhere else.


Listen: 2 ways to navigate around resistance


2. Create a “light bulb” moment. What each of these paths has in common: They focus on a light bulb moment that refocuses the attention. What is the one thing that changes everything? Weave a story/idea around that focal point to create a new context for what happens next.

In our new normal of fake news and polarized messages, dealing is denial will be our biggest challenge this year. Sought-after thought leaders anticipate this obstacle and proceed accordingly. These ideas can help pave the way both in branding and client arenas.


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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.