Seth Godin defines a Purple Cow in his book by the same name, as a product or service that is worth making a remark about.  This doesn’t mean that you, the marketer, makes a remark about your product or service; It refers to whether or not your customers make a remark about your product or service.

As Seth explains in his book,  most consumers who might buy your product or service will never hear about it.  There are so many options for consumers to get information today that old-style mass media options aren’t working as they used to.

In addition, consumers are too busy to hear, read or otherwise absorb anything other than essential information.  The roar of advertisements is literally deafening.

If you want consumers to hear your message, you need to first have a product or service that is remarkable.  Next, you need to stop trying to advertise to everyone…the shotgun approach is no longer working.

Just because you may have a Purple Cow doesn’t mean everyone wants to hear about it.  Define a smaller, niche market and then discover where they congregate to find information….and advertise there.

Online it might be small, niche message boards.  Offline, it might include trade magazines. 

Times have changed….. the world literally moves at the speed of sound.  If you want people to talk about your Purple Cow, you MUST rethink your marketing strategies.

Grab a copy of Seth Godin’s “Purple Cow” and learn how not to be left behind.

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