Have you heard about the Purple Cow?
Do you know why your business needs a purple cow?
And, if you have one, is it featured on your website? It better be if you want to reach your full share of your product or services market!
What is a Purple Cow and who coined the phrase?
Seth Godin, the well-known marketing specialist, originally defined the Purple Cow as that product or service which is truly remarkable. Every business needs to have its own Purple Cow or it’s doomed to remain just one of the crowd.
Here’s a famous purple cow story.
Nordstrom built its strong and loyal customer base by always offering exceptional customer service. Have you ever noticed that when you purchase something at Nordstrom the salesperson will never hand you your wrapped purchase over the counter? Instead, they will come around the counter and hand you your shopping bag face to face. This small action not only shows extra respect for the customer, but it also reinforces the fact that Nordstrom values your business. Exceptional service in all aspects of customer interaction put Nordstrom on the map as a leading department store. Exceptional service is Nordstrom’s Purple Cow.
Find your Purple Cow and then tell everyone about it!
You need to discover your own business’s Purple Cow, and then market it to the people who will truly value it. Follow this simple formula and demand for your unique service or product will skyrocket.
For example, do people enjoy coming to your physical therapy practice because your atmosphere is remarkably upbeat? Do clients leave each session feeling happy because they got to laugh, maybe for the first time that week? Sounds like a Purple Cow to me! Include this information on your website and in all your other marketing, as well. What seems normal to you about your business may indeed be your Purple Cow!
Have you ever been on a job interview and the prospective employer asked, “Why should I hire you?” They don’t want you to respond with a long litany of your experience which is already well documented on your resume. They are in effect asking you, “What sets you apart and makes you such a great job candidate.” “What’s your Purple Cow?”
People are always looking for Purple Cows online.
Any time someone visits your website, they are asking themselves the same question: “What makes this company’s product (or service) so great that I should order it or sign up for a newsletter now? If your website clearly presents your Purple Cow, they will find their reason right away!
There’s always lots of normal out there. It’s time to be remarkable!
If you don’t have a Purple Cow, it’s time you got one!
If your business doesn’t have a unique product or service, it can still get a Purple Cow. Simply strive to make one aspect of your business truly outstanding.
If prospective clients come into your real estate office don’t talk to them from behind the desk; step in front of the desk to greet them, and invite them into a conference room where you offer coffee and cookies from a local bakery. Each time you take them out to look at houses give everyone a prepared home-hunting kit with water, an energy bar, and a notepad and paper so they can take notes on the homes they see that day. Make sure your clients feel at home starting on day-one of their home search, and make each meeting special. House hunting can really be stressful. Your extra care can be your Purple Cow.
You probably already have a Purple Cow but just don’t recognize it as one. When I work with clients, I can help them discover what is truly remarkable about their business. Then all we need to do is promote it.
Purple Cows are that rare thing that make potential customers take notice. Tirelessly promote your Purple Cow and it will work for you! You will eventually wonder what you ever did without it.