The Purple Cow Revisited

As I often do, when I find myself in need of a little reading material, I open up a cabinet over my desk and grab the closest book that catches my eye. I have no intention of rereading the book itself, but to turn a few pages and focus on the highlighted passages earmarked from my initial reading.

On this particular day, I picked up The Purple Cow by Seth Godin. I was immediately reminded of the necessity in today’s competitive environment to properly differentiate yourself from the myriad of choices today’s buyer has at their fingertips.

Differentiate: to recognize or ascertain what makes (someone or something) different.

 

 

The title could use a little explanation. While driving down a country lane on Sunday afternoon, you make a lefthand turn and spot a herd of black and white cows feeding along the side of the road. Although it may appear to be bucolic, it is not enough for you to stop your car to take a photograph. On the other hand, if you suddenly came upon a group of feeding “purple cows,” I am betting the next thing you might hear is the sound of screeching breaks while you implore your spouse or significant other to grab their phone and capture this photo ASAP. Hence, the power of the purple cow.

I realize it is easier said than done, and I am not suggesting you become foolish, but it will be in your best interest if you can enter your marketplace as something or someone “special.”

 

What can you say, do, offer, or represent that immediately distances yourself from the competition so that your prospects reach for the breaks to learn more? What you do not want to do is provide the same story everybody else does, or provide information that very few people care about. For example, do not boast that your customer service is second to none. Tell me that you send all of your agents to a 12-week customer service class sponsored by Disney and that if your agents do not return phone calls within 3 hours they will be working soon for the local bank. (You get the idea.)

Consumers today have no fewer than a million ways to book their travel. There are a million black and white cows out there. Why should they book it with you?  Because you are purple.

 

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Mike Marchev is always looking for a few more proactive travel professionals to join his Sales and Marketing Club, mike@mikemarchev.com.

*** You want more to think about? Check out my weekly podcast (Miked Up Marchev). Also listed on Spotify, Apple Podcasts, Google, and iHeartRadio.