Now we live in a world where the consumer faces not just one type of product, but dozens. Therefore, when a new product or advertising enters the market, they may suffer a lot in the level of noise and diversity that now surrounds the modern consumer.
The world changed. Modern consumers are too busy to pay attention to annoying ads. There are more opportunities to choose, and less time. If we are satisfied with the current product or service, we do not seek to find an alternative, and, therefore, we simply weed out unnecessary and irrelevant information.
The reason for this approach: the congestion of the media and goods/services as such. Therefore, the past ways of doing business have become, if not irrelevant, then significantly lost their effectiveness. And here we need a new approach. Seth Godin suggests a new approach in his book “Purple Cow: Transform Your Business by Being Remarkable”.
The main idea of the book is that each of our product, brand, just entering the market or modified, should be like a purple cow and cause exactly the same reaction as if you were out of the house, you would meet her on the street.
The essence of the purple cow is that it should be special, outstanding. This book answers the questions: What? Where? When? in relation to the concept of ” remarkable”. Remarkable marketing is the art of bringing something new to your product or service that attracts attention. Your business, your product or service should if not radically, be quite different from competitors. You need to stand out from the crowd.
So, what does it mean to be visible? For the most part, the author insists on increasing attention and money in terms of design. According to the author, one of the main tools through which you can enlist the support of consumers is good design. And not just successful, but unforgettable.
But it must be remembered that outrageous does not mean outstanding. Further, when we have received an unusual design for our product, the author recommends paying attention not to all consumers, not to all potential audience, and, mainly, to “innovators”, i.e. those who are the first to try a new product, who then begins to talk about it and who, at the same time, is the leader of opinions.
Successfully entrenched in this position, we can expect that a favorite product, with a high probability, will go through the “early adopters” in the direction of the “early majority” and “late majority”, i.e. the main group of consumers who make a product or service profitable. In this case, the author refers to the work of Geoffrey A. Moore “Crossing the Chasm: Marketing and Selling high-tech products to mainstream customers”.
As for the advertising of the product, according to Seth Godin, it is necessary to advertise the product when consumers are really looking for it, and in the place where they can find it.
As for the situation when it comes to services, there is also a rule of “differ”. It may not be the service itself as such that may be unique, but for example, the method of conveying information to the target audience, i.e. amazing PR-actions, the memorable appearance of employees, an unusual building and etc.
Everything that would make people talk about the company and/or its products. Since the more ordinary the company, the more unattractive its activities, the more difficult it will be to break through the noise of competitors that surround it.
Being boring is the riskiest strategy. According to the author, only something unusual attracts attention in today’s world. They criticize and scold those who take a step forward or to the side. If you do not have anything to stand out in the crowded market square – you are doomed to failure, you just no one will notice.
We mistakenly believe that criticism leads to failure. When people criticize your project, it does not mean that they criticize you. Peace and security are very risky.
People are often afraid of the purple cow, so it is very rare. But if you do not stand out in the market, you can go unnoticed and fail.
It should also be remembered that the purple cow is just part of the product life cycle. You can’t live with her all the time. But when you want to expand your business or introduce a new product to the market, the purple cow is the right choice.
The book is written in simple and understandable language, and can be read very easily. The book will be useful for business owners, sales directors, brand managers, marketing managers.
If you liked it then you can take a look at “Do it! Marketing” article dedicated to another great book.