Seth Godin and the purple cow

Lesson Details:

Video Transcription: In this video I want to introduce you to set Gordon's purple cow this video is brought to you by Appy Pie Academy said golden is today considered one of the most interesting high level marketing thinkers and he had a core idea the purple cow what is a purple cow if you think about it for a second you realize it as an exist it's new and if you saw it among regular cows and have regular and then boring boring boring you know they get old everything that's regular gets old we begin to take it for granted but then a purple one oh my god nobody's seen that before that's unique you take a second look you'd say hey to your friend and you'd say oh my god look at this purple cow and that should be applied to your business make your business into a purple cow so let's go over an example early in my career I used to run group hikes nobody would be that interested in them because you know it's bland there's a lot of hikes out there it's not that it's boring but it's not that exciting then I changed it from basically group hiking to specific really cool themed hike like for example one hike was a hike to find shipwrecks during low tide now if you think about it shipwrecks during low tide in the modern era oh my god and I was living in San Francisco at that time which is like a modern great cool City and nobody even knew or very few people knew that there were these shipwrecks there and if you can believe it the Sunday paper picked up this hike and published it and I got literally like 200 people who came to the hike just from seeing it in the Sunday paper that was all due to that attention that the bland hikes would never get but the shipwreck hikes oh my god that was probably the most exciting event in the whole city that day I mean think about it it sounds like Pirates of the Caribbean right now let's go over another example let's say you have a marketing agency there's a million marketing agencies you can be one that's cool no problem but you'll get a lot more attention if you maybe do this crazy example like I came up with marketing agency that turns them just into influencers now dentists are a relatively commoditized business it's a bland business you come in there you kind of know what to expect and they're not really influencers right now you don't have to do this but if you do do this now this is unique I've never seen anything like this so you'll immediately get attention for that reason this might not be consistent with your business goals for your agency because this is just the example but you can make your agency appear cooler and more interesting right away by just adding a twist to it that is consistent with what the agency actually does now let's do another example something for me I could be a regular business coach but I can also say I'm a business coach with over a thousand clients which one would sound more interesting business coach or business coach for the thousand clients so that number sometimes that alone creates a little bit of that purple cow effect and this example is good because I didn't have to do anything wild and crazy I didn't have to find shipwrecks I just had to put the right food forward so to speak and this idea of the purple cow it's not like yes or no right or wrong you're either a purple cow or you're not there's degrees of it so you can always try to be a little more interesting a little more unique a little more interesting and the more interesting you are you'll start seeing oh people are noticing me more I'm getting more attention and then you'll know you're you'll be on the right path so try to make whatever you're doing now into a purple cow plus what you're doing now.