In Episode 6, Rachel Brenke mentioned that Purple Cow by Seth Godin was one of her favorite business books. When smart entrepreneurs like Rachel mention a great business resource, we just have to check it out for ourselves. Seth Godin is well known as a marketing genius, but I found his book easy to understand and digest. So is this book just about marketing? Not really. The concepts in this book are extremely applicable to the mom who is just thinking about starting her business to the mom who has been in business for years. Since this book is such a quick read, no matter what stage of the business game you are in, add this book to your reading list, (or listening list)!
The book begins with the premise, that the old ways of marketing your business or product will no longer work. Consumers are bombarded with advertisements from all directions and are overwhelmed by their product choices in the marketplace. Because of this, they are really good at ignoring mass marketing. Your best business move isn't to get your product in front of millions and hope that a few bite. Instead, the best idea is to reach the select few with whom your business or product will resonate.
“In a crowded marketplace, fitting in is failing. In a busy marketplace, not standing out is the same as being invisible.” Click to Tweet!
But how do you stand out and resonate with a select few? You become a purple cow. In a field full of brown cows, you become the purple cow that stands out and gets noticed. You find an audience that finds your purple-ness remarkable, and that just have to spread the word about you. Who are these people? Seth Godin calls them sneezers.
Sneezers are that group of people who like to be in the know and tell all of their friends about great new products that they have found. A sneezer recognizes how remarkable you are and sneezes out your business to everyone they meet like an “idea virus”. Gross mental image, I know, but it works, doesn't it? Are you going to be sneezed out if you are a brown cow? No way! You must be purple.
What makes you a purple cow? Maybe it's an amazing new product that is different from the rest. Maybe your product solves a big problem or helps people pursue a passion like we discussed in Episode 7. Maybe you have amazing customer service or offer an unbelievable money-back guarantee. Maybe your blog is focused on such a narrow niche that you can deliver exactly the type of content your readers are looking for. There are lots of ways to be purple.
Do you have to be weird to be purple and sneeze-able? No. “Remember, it's not about being weird. It's about being irresistible to a tiny group of easily reached sneezers. Irresistible isn't the same as ridiculous. Irresistible (for the right niche) is just remarkable.”
How are you going to become an irresistible and remarkable purple cow? Let us know in the comments!
Audible Trial – both of these books are available as audio books on Audible!
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