Seth Godin is a global marketing thought-leader famous for his innovative ideas. In his best-selling book “Purple Cow”, Seth challenges businesses to create remarkable products and services that capture attention. But what exactly does this mean, and how can you apply it to your business?
Purple Cow Marketing
The idea of Purple Cow stems from a simple concept: if you see a herd of cows in a field, they’re unlikely to capture much interest because they all look the same. But if one of those cows is purple, it would certainly stand out! In marketing, the Purple Cow represents a business that is inherently different from its competition.
Essential Aspects of Being a Purple Cow
- Remarkability: At the heart of the Purple Cow concept is the idea that your product or service must be remarkable. This doesn’t mean adding bells and whistles to an existing offering; it means creating something fundamentally different and exciting.
- Targeting Early Adopters: Innovators and early adopters are more likely to take a chance on something new and different. By targeting these groups, you can generate interest and gain traction more quickly.
- Risk is Necessary: Playing it safe is a surefire way to blend into the background. Embrace the risk of being different. It’s better to be loved by a few than to be ignored by many.
- Marketing Begins at Product Development: Traditional marketing often begins after the product or service is created. Purple Cow marketing insists that the creation of a remarkable product is the first step in the marketing process.
Actionable Steps
1. Identify Your Purple Cow:
- Brainstorm Uniqueness: Gather your team and develop a strategy about what makes your product or service truly unique. This could be a feature, a benefit, or even the way it’s delivered.
- Research Competitors: Look at what your competitors are offering and identify gaps or areas where you can differentiate.
2 Engage with Innovators and Early Adopters:
- Build a community: Create a community around your product where early adopters can provide feedback and spread the word.
- Leverage Influencers: Partner with influencers who are known for embracing new and innovative products
3. Create a Compelling Story:
- Craft Your Narrative: Develop a story around your product that highlights its uniqueness and the problem it solves.
- Use Multiple Channels: Share this story across various marketing channels, including social media, blogs, and email marketing
4. Test and Iterate
- Gather Feedback: Once your product is in the market, continuously gather feedback from your customers to refine and improve.
- Stay Agile: Be ready to pivot based on feedback and market trends.
5. Celebrate Your Customers:
- Showcase Success Stories: Highlight how your customers are using and benefiting from your product. This not only provides social proof but also reinforces the product’s value.
Implementing Purple Cow marketing means committing to creating something extraordinary. It’s not just about being different; it’s about being remarkably different. Embrace the challenge, take the risk, and let your purple cow shine.
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