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Following the traditional rules of marketing just isn’t enough anymore. In today’s competitive economy, companies that want to create a successful new product must create a remarkable new product.
According to bestselling author and marketing guru Seth Godin, such a product is a Purple Cow, a product or service that is worth making a remark about.
The impact of advertising in newspapers and magazines is fading — people are overwhelmed with information and have stopped paying attention to most media messages. To create Purple Cow products, Godin advises companies to stop advertising and start innovating. Godin recommends that marketers target a niche, and he describes (through an assortment of case studies) effective ways to spread your idea to the consumers who are most likely to buy your product. Godin claims there isn’t a shortage of remarkable ideas — every business has opportunities to do great things — there’s a shortage of the will to execute those ideas.
Not Enough Ps For many years, marketers have used the five (or more) Ps as guidelines for selling their product and achieving their company’s goals. Some of the Ps include:
● Product ● Pricing ● Promotion ● Positioning ● Publicity ● Packaging ● Permission ● Pass-along
According to the popular theory, if these elements aren’t all in place, the marketing message is unclear and ineffective.
Making the right marketing moves does not guarantee success, but the prevailing wisdom used to be that if your Ps were right, you had a better chance of succeeding in the marketplace.
But at a certain point in the evolution of marketing, it became clear that following the Ps just isn’t enough. This book tells about a new P — Purple Cow — that is extremely important to marketers in today’s fast-paced, highly competitive business environment. Purple Cow refers to a product or service that is different from the rest and somehow remarkable. Purple Cow tells about the why, the what, and the how of remarkable.