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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  |  May 24, 2011

What We Love vs. What We Buy

One of my favorite people, Dan Janal, posed a great observation last month:  what we say we prefer and what we buy are different things.  His Exhibit A:  a story last month about a CNN survey on paperbacks vs. ebooks.  The winners by an 80/20 margin:  paperbacks.  Yep, I was surprised, too.  But the biggest shock was the numbers:  sales of ebooks skyrocketed over 200% over last year, overtaking both paperback and hardcover formats.  How could that be?

Dan doesn’t have an answer; neither do I.  And that’s not the point.  What we need to remember is that what folks say they want and what they buy is very different.  And it’s that difference that creates those “180 situations” where we think the prospect is interested and then all of a sudden…poof!  They’re gone.

My antidote:  ignore the details and focus on the real issue.  The one that has the most urgency.

How do you move around this situation?


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.