Resources  >> Why We Get Stuck In the Free Zone

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  |  August 29, 2017

Why We Get Stuck In the Free Zone

Money can hide major strategic mistakes, according to this Fast Company article about Apple.

This lesson here — what works now may not work in the future — resonates with me because I see many thought leaders making the same mistake. Exhibit A: Those who gave away a lot of free stuff to “get out there” have a harder time getting paid.

Here’s how the logic goes: Let’s spend time, talent and treasure on social media, on getting interviews and speaking at free venues. Let’s get out there, and the “long tail” will take care of itself. Yep, we’re playing the long game. Create the buzz, and the money will follow.

The problem: Many thought leaders use this model to unintentionally excel in the “free option” category. Prospects say, “I love your insights! What—you want me to buy something? Bye.” I call this fame without fortune.


Listen: How to stay out of the free zone


This happens when too many people use the same tactic. The antidote: Every once in a while, look around and ask yourself, “Is this getting crowded? Are folks saying the same thing using different words?” If so, it’s time to make a change.


Other Resources You May Like:

 

 


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.