Today’s Flash Back Friday comes from Episode 68, from January 2013.
As speaking expert Vickie Sullivan says, “Buyers do not want content that they’ve heard before.” So how do you offer unique content? Jason Hartman and Vickie, President of Sullivan Speaker Services, Inc., talk about what this means from a market intelligence standpoint.
There are three standards that define uniqueness in thought leaders: 1. What haven’t I heard before that I can agree with? 2. What helps me right now in real time? (Relevancy) 3. What information can change my perspective on my current reality? (Inspiration) Vickie shares some favorite branding strategies of thought leaders, such as those of Malcolm Gladwell , Jim Collins and many CEOs, discussing their approaches. She also talks about tactics that people use to get attention. Vickie and Jason talk about the difference between redefining something and reinventing, with the previous being the preferred method, drilling down to add to the conversation.
Vickie K. Sullivan, President of Sullivan Speaker Services, Inc., is internationally recognized as the top market strategist for experts who want strong brands with high-fee buyers. Since 1987, she has worked with thousands of experts in a wide variety of industries to launch their big-fee speaking, professional service, and book / product empires in highly lucrative markets. Vickie speaks and consults for clients throughout the world about selection trends in high-fee segments and strategies that position experts for those opportunities.