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 | September 11, 2014
Two Things Every Brilliant Bio Has
Every thought leader has a story that is compelling. Who we are and why we do what we do create fascination for our cause. It’s the tipping point.
And that first sentence of your bio is a deal breaker. It sets the stage for all of your accomplishments and kudos. Here are two things that first sentence has to have:
- A label that identifies what you do; and,
- Your territory. How you use the expertise you just labeled.
My favorite example: best-selling author and TED speaker Dan Ariely. His first sentence: he is a behavioral economist who studies irrationality.
Let’s break that down. Behavioral economist sounds authoritative doesn’t it? We may not know exactly what it is, but it sounds impressive. Then he claims the territory. He studies irrationality. That gives him wide berth to talk about all the silly decisions we make. This has a lot of applications — Corporate America loves to use this dynamic on their customers. (Which probably explains why I buy shoes that I don’t really need.)
Notice that he doesn’t focus on industries. That’s for your sales strategy. By niching his expertise to an area, he is appealing to a wide variety of market segments.
Your homework assignment is two-fold: find a label and choose your conversation.
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