• English

Purple Cow

Create a remarkable product, stop advertising an start innovating Every month we have more and more members of the Association who enroll in the Professional Reading Club, a good opportunity to meet new people, practice English and get the habit to read business books. The last meeting, we discussed about the book The Purple Cow, written by the Marketing guru Seth Godin, who considerate that the traditional marketing isn’t working anymore. For many years marketers have used the five ( or more) 'P's marketers have used for decades to get their product noticed -Pricing, Promotion, Publicity, Permission, Pricing, Positioning, Packaging … aren't working anymore. There's an exceptionally important 'P' that has to be added to the list. It's Purple Cow. ¿What is a Purple Cow? Godin describes a Purple Cow like something phenomenal, something counterintuitive and exciting and unbelievable. Something remarkable.  Every day, consumers come face to face with a lot of brown cows, that mind boring products, but you can bet they won't forget a Purple Cow. Something remarkable is worth talking about, worth paying attention to. Boring stuff quickly becomes invisible. The most important thing is create safe products and combine them with great marketing. The rule is: Create remarkable products that the right people seek out. His  advises is: stop advertising and start innovating. To make the readers understand that rule, the author analyze successful brands, like Starbucks, Krispy Krme, Jet Blue ,o markets like the elevator market. At the same time he considerate that the reason we can’t find a purple cow is because we are afraid. Seth Godin's 10 Ways to raise a purple cow Differentiate your customers. Find the group that's most profitable. Find the group that's most likely to influence other customers. Figure out how to develop for, advertise to, or reward either group. Ignore the rest. Cater to the customers you would choose if you could choose your customers. 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 that does nothing but appeal to...

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