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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  |  July 22, 2010

Spending Dollars to Get Dimes

Back in the saddle after a whirlwind trip to the NSA Convention.  Had a blast catching up with friends and clients.  The saddest thing though:  watching how many people trade fame for fortune.

Even prominent people do this.  Their new book is published and it’s time to promote the dang thing.  Or they have a compelling story that just got translated into the latest leadership lessons.  A publicist gets hired and — what a concept! — they do a great job.  A bunch of interviews are given, the articles run and… not much happens.  Sure there are some inquiries but for free stuff “for exposure” or low-fee projects from clients who will never implement.

What really happened?  Cute and clever got in the way of strategic and scalable.  Smart folks were distracted by the attention they got instead of remembering that buzz has to be directed before money changes hands.

Now is not a good time to give up return on investment for your media efforts.  Instead, let’s focus on campaigns that not only get attention, but also inspire action.  I’ve got some unique strategies that will rock your world coming up next Tuesday at the Extreme Mini Makeover call on killer media campaigns.  Click here to join the fun!


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.