Posts Tagged ‘Extreme Mini Makeovers’
Thursday, April 15th, 2010
What drives buyers (and me) crazy: when we ask a question and get a story. Folks, this is a test to see how clear you are and if you have anything worthwhile to tell the marketplace. Stories that start without insights send a message: I got nothin’ but platitudes, so I hope to blind you with my stellar storytelling skills.
The time to launch into your favorite client success story (or your life story) is AFTER you’ve answered a compelling point. Media will hear the soundbite first, then they can hear the story because it illustrates the point. Look for my proprietary formula on compelling soundbites on next Tuesday’s Extreme Mini Makeover call. I’ve spent years refining this formula and it’s worked for thousands of experts. To register for the series, click here.
Tags: branding, experts, Extreme Mini Makeovers, positioning, strategy, Vickie Sullivan
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Tuesday, April 13th, 2010
We all ramble. Why? Too much information and not a good way to decide what is the most important. The catch: what we think is important and what the buyers want to know first are usually two different things. It’s easy to get too emotionally involved in our “babies.” I call this “strategic use of details.” Here’s my latest video rant on this mistake and how to create those killer sound bites.
Want more? Sure you do. It’s not too late to register for the Extreme Mini Makeover series. All the calls are recorded, so it’s easy to catch up. This is a no-hassle way to eat the huge branding elephant one bite at a time. Take advantage of this step-by-step approach by clicking here.
Tags: branding, conversations, Extreme Mini Makeovers, Marketing, positioning, strategy, Vickie Sullivan
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Thursday, March 18th, 2010
I’ve got bad news for a lot folks out there. This is something people you just met don’t want to tell you to your face. But it needs to be said. Unless you’re famous, the marketplace doesn’t really care about your story. Yes, they will express empathy for about 30 seconds. But that’s not enough to buy your book or invite you to speak.
And here’s the ugly truth about why: there’s nothing in it for them. They can’t help you — whatever you overcame already happened. Sure, they can celebrate the happy ending, but that’s about you, not them. And the surprising reason we tell our long story: because too many of us think that’s the only thing that differentiates us. Wow. That’s sad.
Instead, I have three ways to use your story as a springboard to introduce something more intriguing. And I’m drilling down on those strategies for the next call of the Extreme Mini Makeover series next Tuesday. Click here to register for the series.
Tags: branding, Extreme Mini Makeovers, Marketing, strategy, Vickie Sullivan
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Tuesday, March 16th, 2010
Check out this excerpt from Fast Company about Dan and Chip Heath’s new book Switch: Don’t Solve Problems — Copy Success. Remind you of something? Yep, it smacks of Marcus Buckingham’s premise of focusing on your strengths. But look at how they packaged this message: first, they used the power of opposites in the title. That gets your attention right there.
Then, they took what we already knew and applied it to a new environment. Then — and I just love this — they named their villain. They called the game by telling us what to avoid — TBU. That stands for true but useless, as in TBU information. Click here to see this magic in action.
I’ll cover these behind the scenes strategies and more in the upcoming call on focusing your message for Extreme Mini Makeovers. Click here to see the schedule and to register.
Tags: Extreme Mini Makeovers, Marketing, Speaking, strategy, Vickie Sullivan
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Friday, February 19th, 2010
Finishing up my analysis on elevator speeches for the upcoming Extreme Mini Makeovers and here’s the biggest aha: people assume that if you have done something more than once, you can do it again. For them. The “gotta have” folks use this assumption to their advantage.
The most intriguing introductions focus on one thing — one specific claim — that opens the door for more conversation. The more specific, the better.
Example: a process consultant could say something like, “I’m Billy Bob Jones, and I develop processes that save XXX companies an average of a bazillion dollars.”
Has Billy Bob done other things? Of course. But he focused on the one thing that would get the most attention. And that’s the second secret: you can have more than one way to introduce yourself. Elevator pitches are like domain names: you can have as many as you want.
Can’t wait to unveil more specifics to creating these powerful statements. If you want to join in the fun, it’s not too late to sign up. Click here to get more info and to register.
Tags: elevator speech, Extreme Mini Makeovers, introduction, Marketing, strategy, Vickie Sullivan
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Tuesday, February 16th, 2010
Talking with a lot of folks about their elevator speech. What I notice: people are putting way too much pressure on these two or three little sentences. They expect someone to say “Wow! I’m gonna hire you right now!!” Let’s stop and think. Do you really believe that happens? What the “gotta have” people get: a raised eyebrow and a “we need to talk” reaction from buyers they network with. That’s what I’m focused on for next week’s Extreme Mini Makeover call on introductions. Click here to check out my latest video rant on the subject.
What we all want from an elevator speech: to feel confident about how we describe what we do. And when we have that clarity, people we’re meeting want to know more. Hope my ideas can help…
Tags: elevator speeches, Extreme Mini Makeovers, introductions, Marketing, Speaking, strategy, Vickie Sullivan
Posted in Marketing, Speaking, branding, strategy | 1 Comment »
Tuesday, February 2nd, 2010
After last week’s call on Big Dawg bios, I’m still getting questions about how to tell your story. Here’s a great example of how to use your expertise in one area as a springboard to a completely different place. Here’s how Fast Company reframed Phoenix Suns’ Steve Nash in last month’s issue:
“To watch Steve Nash is to observe someone uncannily at ease with change. Rapid change. (Enter basketball achievements here.) No one better embodies the metabolism of our times, when industries, technologies, and careers are in constant flux. (Enter more basketball stuff here.) Nash demonstrates how to navigate uncertainty — with flexibility, collaboration, and inventiveness. He has developed a gift for finding order in chaos.”
See how they did that? They reframed his success on the basketball court and related it back to what we are all facing. They took this basketball star and branded him as a change agent. Click here to see the entire article.
BTW, it’s not too late to sign up for Extreme Mini Makeovers. We recorded last week’s call so you can get the MP3. Next session later this month will be on everybody’s favorite: those dang elevator speeches and other tricks for high-end networking. Click to hear my latest rant on creating your best bio and to sign up.
Tags: bios, branding, Extreme Mini Makeovers, Marketing, strategy, Vickie Sullivan
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Thursday, January 28th, 2010
The #1 takeaway from last Tuesday’s Extreme Mini Makeover call: the most compelling thing about us is hidden in plain sight. Anyone over 25 years old has a ton of experience…somewhere. It’s all in applying what we’ve done to pave the way for what we’re doing now.
And sometimes, it just takes a pair of fresh eyes to show us what we’ve got. Had a blast at the first Extreme Mini Makeovers call. Many thanks to those who participated. For those of you who want to package your expertise for your best markets, go here to register … it’s not too late, and you’ll be able to download the MP3 file from last Tuesday’s call.
Tags: branding, Extreme Mini Makeovers, Marketing, strategy, Vickie Sullivan
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Tuesday, January 19th, 2010
There’s a reason why I live in Phoenix and I remembered it while speaking in Boston last weekend. Good news: they have heaters there so I didn’t freeze.
What really hit home: buyers decide how bad they need us based on the information we give them. What we say about ourselves and our work determines whether we are the “gotta have” solution to buy now or the “nice to have” resource buyers can pass by. That’s why I’m focused on helping folks say the rights things this year. I created Extreme Mini Makeovers 2010 as a combo of one-on-one hot seats in a group setting. And with the online coupon, money can’t be an excuse for not getting the help. Click here to get the schedule and to sign up.
Tags: Extreme Mini Makeovers, makeovers, Marketing, solutions, Speaking, strategy, Vickie Sullivan
Posted in Marketing, Speaking, branding, strategy | 4 Comments »
