This discussion basically covers the beginning of the book through page 53. Please feel free to join our talk, even if you haven’t read the book. These questions could prompt any of our marketing or business-minded friends to give valuable insights.
I’ve jotted down notes as I read through Purple Cow. Feel free to answer any or all of these questions. Please copy and paste the question into your Comment so others understand the question to which you are referring.
You may have your own questions or intriguing thoughts; awesome! Please post your questions or thoughts so others can comment on them as well.
Overall Impression, Questions, and Thoughts on this Section
Remarkable marketing starts with a remarkable product or service, not vice versa. So, how is your product remarkable or how could you make it more so? How does it stand out among the competition? Does this have to do with the story behind you or your product/service (because your story is more important to your customers, brand, and marketing than you think).
Page 4 – The postconsumer consumer reminded me immediately of selling online, particularly on Etsy. Just when a person thinks they might be the only one doing (fill in the blank) you find someone else who is.
Page 7 – What “good stuff” happens when you create your product or apply your service? How is your product/service uniquely yours?
Page 13 – “Most people can’t buy your product. They either don’t have the money, they don’t have the time, or they don’t want it.” Ouch! What a low blow! But, this doesn’t mean we’re all doomed, this means we have to be incredibly special to our most important word-of-mouth-marketer-customers so they can do the most convincing and effective marketing work for us.
Page 14 – Don’t go down on your prices!!!! If anything, go up! “…if a company came up with a really neat innovation…we’d find a way to pay for it.”
Page 21 – “The new rule is: Create Remarkable Products that the Right People Seek Out.” So often, I think to myself, “How can I sell to EVERYBODY?” But, after reading this first section, that’s not good business practice. The right customers will come back time and again, no matter if I offer free shipping or not.
Page 22 – Who are your Early Adopters? These are the folks who will sell your product for you to their friends and family members. And, I thought, a big part of their sales pitch about your product, will include your story.
Page 30 – “…it’s safer to be risky” in the creation of your product/service. “…create things worth talking about.” How do you do this in your business? What could you possibly do differently? Remember, train your brain to focus on your early adopters as your main clientele, not everyone.
Page 34 – “…make profits and reinvest them in something new.” Reminds me of how Madonna and David Bowie are constantly in a state of re-invention and putting out something different, new, unfamiliar but familiar. They usually look different with every new album. How can you put this principle into your business?
Page 38 – Does your product or service offer convenience? If your first inclination is to answer “no,” how can you make that into a “yes?”
Page 40 – “How smooth and easy is it to spread your idea” or product? Have you put your top-selling product through this analysis? If so, what did you find out about it?
Page 47 – “Why aren’t you cheating?” Well… its unfair! So, what unspoken rules are you abiding by in business that can be stretched, molded, broken, or just plain done away with? And I’m not talking about moral codes or tax laws, but just “rules of business” that you think you must follow.
This was one of the parts of this section of the book that stood out to me the most: “The influential sneezers, the people with a problem to solve – they’re open to hearing your story only if it’s truly remarkable; otherwise, you’re invisible.” How did this statement affect you or make you reflect on your current marketing plan (and we all have one, it doesn’t have to be written out)?