Purple Cow

The P’s of Marketing
Product, Pricing, Promotion, Positioning, Publicity, Packaging, Pass-along, Permission
Something worth talking about, noticing, exceptional, new interesting
Remarkable marketing
The art of building things worth noticing right into your product or service
TV-industrial complex
It was the symbiotic relationship between consumer demand, TV advertising, and ever-growing companies that were built around investments in ever-increasing marketing expenditures (Buy Ads – Get More Distribution – Sell More Products – Make a Profit – REPEAT)
Post consumption consumer
They are out of things to buy. We have what we need, we want very little, and we’re too busy to spend a lot of time researching something you’ve worked hard to create for us
Marketing Department
It takes a nearly finished product or service and spends money to communicate its special benefits to a target audience. This approach no longer works
Before Advertising
There was word of mouth. Products and services that could solve a problem got talked about and eventually got purchased
During Advertising
The combination of increasing prosperity, seemingly endless consumer desire, and the power of television and mass media led to a magic formula: If you advertised directly to the consumer (every consumer), sales would go up.
After Advertising
Instead of the products succeeding by slow and awkward word of mouth, the power of our new networks allows remarkable ideas to diffuse through segments of the population at rocket speed.
The Pursuit of Wow
Too often, big companies are scared companies, and they work to minimize any variation – including the good stuff that happens when people who care create something special.
The One to One Future
It’s cheaper to keep an old customer than it is to get a new one.
5 sections of Moore’s idea diffusion curve
Innovators, Early Adopters, Early and Late Majority, Laggards
Unleashing the Ideavirus
The most effective business ideas are the ones that spread.
Permission Marketing
The ever-growing attention deficit that marketers face. Companies win when they treat the attention of their prospects as an asset, not a resource to be strip-mined and then abandoned.
Describes something that’s more than a hobby but a little less than an obsession. The overwhelming desire that gets someone to drive across town to try a new ramen-noodle shop that got a great review. (Ex: hot sauce)
Four steps to use and at the same time respect sneezers
1)Get permission from people you impressed the first time
2)Work with the sneezers in that audience to make it easier for them to help your idea cross the chasm
3)Once you’ve crossed the line from remarkable to profitable business, let a different team milk it.
4)Reinvest. Do it again. With a vengeance. Launch another Purple Cow (to the same audience)
Eight More Ways to Bring the Cow to Work
1) Come up with a list of ten ways to change the product (not the hype) to make it appeal to a sliver of your audience
2) Think small. Think of the smallest conceivable market, and describe a product that overwhelms it with its remark ability. Go from there.
3) Outsource
4) Build and use a permission asset. Once you have the ability to talk directly to your most loyal customers, it gets much easier to develop and sell amazing things
5) Copy. Find an industry more dull than yours, discover who’s remarkable (it won’t take long), and do what they did.
6) Go one more. Or two more. Identify a competitor who’s generally regarded as at the edges, and outdo them.
7) Find things that are “just not done” in your industry, and do them. (JetBlue thinking about dress code or free airlines for best dressed)
8) Ask, “Why not?”

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