There is one author that consistently pushes the envelope of traditional marketing concepts and teaching experts while giving them a glimpse at the new media field’s future and informing the arm-chair marketers why the old concepts just don’t work . Seth Godin is recognized as a thought leader and tirelessly shares his passion for permission marketing, sneezers, ideaviruses and purple cows among other concepts that have become a part of the normal change discourse. As a part of BoldThink’s Idea Guide series we are enticing you with this quick look at Purple Cow by Seth Godin.
Purple Cow should definitely go into any marketer or designer’s reference bag and be used every time there is resistance or hesitation in implementing a “Bold” idea. The subject centers on how a company can stand-out and be remarkable. Not just creating marketing around an okay company or an okay product but building a remarkable product in the first place. Design as a revolution. Marketing as a revolution. The idea and book is simply about what Seth Godin says is key: creating a remarkable product in the first place, because “something remarkable is worth talking about. Worth noticing. Exceptional. New. Interesting. It’s a Purple Cow.” He goes on to say, “Remarkable marketing is the art of building things worth noticing right into your product or service. Not slapping on marketing as a last-minute add-on, but understanding that if your offering itself isn’t remarkable, it’s invisible”. A true champion for why design and marketing IS an asset to your Brand.
Godin offers plenty of examples of why and how advertising has changed and the things you will need to do to combat this change, including “targeting a niche instead of a huge market. With a niche, you can segment off a chunk of the mainstream, and create and ideavirus so focused that it overwhelms that small slice of the market that really and truly will respond to what you sell”.
A few further enticements and questions worth examining from the book include:
- Make a list of competitors who are not trying to be everything to everyone. Are they outperforming you? If you could pick one underserved niche to target (and to dominate), what would it be? Why not launch a product to compete with your own – a product that does nothing but appeal to this market?
- Immerse yourself in fan magazines, trade shows, design reviews – whatever it takes to feel your fans feel for the service or product.
- Tell the truth!
- Ask, why not!
As we are sure you will agree, this is a must read book. We have already gone out and bought some of Godin’s other books and will report back shortly on those. As always, design purposely and know that if you need assistance in implementing any “Bold” ideas or want to start your own marketing revolution, we are always here to help.
Enjoy Purple Cow!