Resources  >> Why You Want to Be More Than ‘Nice to Have’

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  |  October 10, 2017

Why You Want to Be More Than ‘Nice to Have’

market strategy

I talked with a former client the other day. He had great success for four years with the platform we created, but he was ready for something new. He had a great idea and wanted my feedback. I panned it – told him not to do it. Here’s why:

I loved the direction and the articulation of his new idea, but the platform put him in the “nice to have” category. Nice to have is something a buyer likes and will pay attention to – but it isn’t something they will pay for. It’s the same reason why so many folks get a lot of “Likes” on social media but get little cash.

What’s missing: urgency. If there is no reason to take action, most of us won’t. And if thought leaders are seen as someone to follow from the sidelines, no amount of free content is going to move the needle.


Listen: 2 Things That Create Urgency


Was his new platform intriguing? Yes. Would this brand get attention? Yep. But if he wants revenue, urgency has to be in the mix.


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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.