Vickie Sullivan

Market Strategy for Thought Leaders

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Written by: Vickie Sullivan  |  August 22, 2013

When Pretty Words Won’t Work

Had lunch with one of my favorite people.  She just got back from a workshop taught by an amazing word smith who came up with a killer title for her book and platform.  She was so excited.  I didn’t have the heart to tell her why that clever name wouldn’t work.

So I’m telling all of you.  Her wording for the women’s market is sassy and compelling.  The problem:  it doesn’t appeal to her best buyers.  She’s going after a segment of that market that will see that “sassiness” and roll their eyes.  The pretty words that “positioning expert” gave her is more suited for a broader, mass market appeal.  It’s suited for a business model very different from hers.

Moral of the story:  pretty words only work if they appeal to your best buyers.  They not only have to be clever but also fit the mindset.  Clever articulation without strategy is like throwing a high-end cocktail party in a dive bar.  Your best buyers will walk in, gasp, and walk out.


Comments:

  • Author : Vickie Sullivan

    Published: 2013-09-03 11:17:27

    Sassy isn't one of my favorite words either. But then I'm not too much of a girly girl. It's the best word to describe her title though. As far as women's books, to each their own. I read books for both genders too.

  • Author : Diana Schneidman

    Published: 2013-09-03 10:42:21

    Vickie, I hate the word “sassy.” “The View” pops into my mind. I have an even greater problem with books that are niched specifically to women unless I can see a valid reason for it. Like a book on dealing with menopause. I am suspicious of women-aimed books. What’s in the male version that I’m not smart enough to handle? -d

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