Are You A Purple Cow?

Got Milk?

OK, to the point already. So what the heck does this mean anyway?

This is probably one of the most important marketing strategies I have ever learned.

Seth Godin uses this example:

If you are driving down the road and you see a cow, chances are that you won't stop the car and say, "WOW! A cow!"

However, if you were driving down the road, passing hundreds of cows and all of a sudden you come to a PURPLE cow, you would slam on the breaks, jump out of the car, take a picture and talk about it the rest of the way to your destination. Plus you would probably say, "WOW! A purple cow!"

So basically this goes to the common idea that it's not all about what you sell, it's how you sell it. I don't personally believe that any product "sells itself". I think that there is always effort to market any product wether it be in the packaging, the price, the promotion, whatever.

Why bother with all your competition when you can set yourself apart from the pack. You must first find out who is already buying what you're selling to identify your target market. Then, get into your prospect/customers' mind and figure out why they would buy your product or service. Then get those creative juices flowing to think of a way to present a solution to them in a unique way. You will blow your competition away.