Resources  >> Name Your Villain, Name Your Price

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  |  March 16, 2010

Name Your Villain, Name Your Price

Check out this excerpt from Fast Company about Dan and Chip Heath’s new book Switch:  Don’t Solve Problems — Copy Success.  Remind you of something?  Yep, it smacks of Marcus Buckingham’s premise of focusing on your strengths.  But look at how they packaged this message:  first, they used the power of opposites in the title.  That gets your attention right there.

Then, they took what we already knew and applied it to a new environment.  Then — and I just love this — they named their villain.  They called the game by telling us what to avoid — TBU.  That stands for true but useless, as in TBU information.  Click here to see this magic in action.

I’ll cover these behind the scenes strategies and more in the upcoming call on focusing your message for Extreme Mini Makeovers.  Click here to see the schedule and to register.


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.