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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  |  June 21, 2016

Two Great Ways to Articulate Your Platform

If folks understand your perspective but don’t find it compelling, they will ignore you.

Many clients ask me, “Now that you’ve created this great brand and platform, what happens next? How do I use this thing on my website, in sales conversations, etc.?”

Your next step is word play. It’s time to articulate your brilliance, which is the fun part. Here are two of my favorite ideas to do that:

  1. Analogies. These are great mental pictures that increase understanding quickly. Use them when buyers need to understand your approach to their challenge. They’re also great for describing your work. I’ll use myself as an example: My work is like sharpening your saw before cutting the tree. The right market strategy makes your implementation go faster and easier.

Related: One Way to Validate Your Impact


  1. Alliteration: A bad idea remembered will always trump a great idea quickly forgotten. That’s why alliterations are effective: the brain remembers similar sounds. Example: My work will turn your passion into profits. This is a favorite tool for speechwriters who need that memorable line the audience repeats afterwards.

Great articulation is a balance of being clear and being compelling. If folks understand your perspective but don’t find it compelling, they will ignore you. If folks think you’re intriguing but they don’t understand how you help them, they will forget you. Make sure your words are as strategic as your brand.


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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.