Purple Cow
Transform Your Business by Being Remarkable
by Seth Godin
Book Summary
Remarkable marketing is the art of building things worth talking about right into your product or service. Something remarkable is worth talking about, exceptional, new… worth noticing. It’s a Purple Cow – as opposed to an ordinary, invisible brown cow.
About the Author
Seth Godin is a writer of numerous books which some had been identified by Forbes and had been a best-seller for Business Week and the New York Times. Godin was also inducted as a Hall of Famer of the American Marketing Association in 2018.
Purpose of This Summary
This summary is to give you an idea of why this book sold over 150,000 copies in its first two years. Through this book, you can develop your business to earn more through effective and outstanding marketing strategies.
Why Do You Need a Purple Cow?
Over the past two decades, the dynamics of marketing have been changing.
Why? Because consumers:
- have what they need,
- want for very little,
- have no time to research your product, and
- are in the habit of ignoring your marketing messages.
How Do Ideas Diffuse?
They follow a curve, beginning with innovators and early adopters, grow into the majority, and eventually reach the laggards.
- Seeing products on television used to be proof of quality. TV commercials are the most effective selling mechanism ever devised. But once they are ignored, their time is up. The new rule is: “Create remarkable products that the right people seek out.”
- The big insight here is that the bulk of the curve will ignore you every time, no matter what you do. You need to design products that are remarkable enough to attract early adopters.
Ideas that are remarkable are much more likely to spread than ideas that aren’t.
Customers with Passion
The Japanese have some truly useful words. One that is most useful for marketers is an ‘otaku’. Otaku describes a kind of passion for a subject. Consumers with otaku are the people you seek.
Purple Cow Problems
The problem with the Purple Cow is actually a problem with fear. If you are remarkable, some people won’t like you. Our aversion to criticism often leads us to hide, avoid negative feedback & so guarantees we won’t succeed.
It’s people who have projects that are never criticized who ultimately fail.
A Purple Cow Process
The process has no given tactics, but here’s somewhere to start.
Go for the edges. Challenge yourself and your team.
STEP 1: Get permission from people you impressed the first time to let them know about their new product.
STEP 2: Work with fans in that market first, then sell your idea to a wider audience.
STEP 3: Reinvest and do it again. Launch more and more.
THE NEW POWER OF THE SLOGAN
Slogans used to be important because you could state your message concisely and broadcast it via TV commercials. Today your slogan must accurately convey the essence of your Purple Cow in the form of a script. It guarantees that word of mouth is passed on properly.
REMARKABLE BUSINESSES TODAY
– Amazon.com is cheating. Free shipping and huge selection give them an unfair advantage over the neighborhood store.
– Google is cheating. They learned from the mistakes of the first-generation portals; therefore, they don’t carry the baggage of their peers.
Take-Aways:
- The reign of TV and mass media is over. Nothing else is going to work without a Purple Cow.
- You must market remarkable products to influential early adopters!
When one of your creations is remarkable enough to become the Cow, get busy milking it. Then start all over again.
Read the Full Text of Puple Cow by Clicking here —> Purple Cow: Transform Your Business by Being Remarkable
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