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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  |  November 11, 2014

Use A Scientific Approach For Compelling Content

Thought leadership is demonstrated by the content we create. The more compelling we are, the more traction our ideas get. This Fast Company article about cognitive science professor Jim Davies’ work gives us some insight on how our brains decide what is compelling.

Pay attention to this finding: the delicate balance between knowing and not knowing. As much as the brain loves patterns, we also love finding secrets not yet discovered. How this applies: show the patterns in your content but leave some things unanswered. Give away all the answers and folks lose interest because there’s nothing more to look for.

This is a challenge for even the most prolific thought leaders. Many of us are taught to give our secrets away because our contribution is unique to us. My vote: don’t tell all. There’s nothing wrong with a little bit of mystery.

 

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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.