nonfiction

Recommended to me by: Tshombe Brown

Seth Godin specializes in pithy marketing advice for this new era of marketing with permission rather than blanket advertising. In fact, he created the phrase “permission-based marketing,” and Purple Cow‘s mission is to convince marketers that the era of blanket advertising is over.

Seth Godin’s points:

In the old days (a few years ago), TV advertising drove demand, which created profits, which paid for more TV advertising. Now, that channel has been saturated – there are too many marketers competing for consumers’ limited attention.

Even if customers have clear needs and are open to receiving information, they turn to their friends or other trusted sources rather than to media advertising.

The solution is to create a product that is remarkable, like a purple cow, so that people will remark on it to their friends, and it will spread as an “ideavirus”.

While companies previously targeted the large number of mainstream customers with their message, it is now important to target those innovators and early adopters who will spread the word about remarkable products. Godin calls these people “sneezers” of the ideaviruses.

The book includes many brief case studies and suggestions for how to find or create a purple cow.

• Find the edges of your product or service, and see where you can go further than others
• Marketing should be part of product creation, not an afterthought
• People need a clear, short phrase to help them spread the word.
• Be willing to fail. The “safe route” isn’t safe anymore anyway.

While the book is heavily slanted toward product businesses, I’ll be thinking about how to apply the ideas to my own service business. I’ve noticed that many people have a strong reaction to the word trauma in my tagline “helping sensitive people heal from trauma” and my web address TraumaHealed.com, and I think that’s a step in the right direction.

Read more remarkable marketing ideas at Seth Godin’s blog.

Available at bookshop.org.

The guiding metaphor of this book is a lighthouse, which is most effective when it is standing firm in one place shining a light for ships at sea, but would wreck navigational havoc if it were running up and down the beach looking for ships.

In the same way, Hall and Brogniez propose that businesses are most effective when they stand firm and offer what they do best, rather than frantically trying to discover and adapt to what the market wants. Energy is put into defining and seeking a good match, and realigning or releasing bad matches.

When I define the perfect customer for my business as someone who already appreciates what I do best, it frees me to be more authentic in my marketing, and to focus on my strengths. It’s a much more relaxing way to run a business.

There are many exercises in the book to support this new way of thinking. I liked their suggestion to view improving but suboptimal results as a “preview of coming attractions.” Instead of focusing on what didn’t work, focus on what did work, and trust that the situation will continue to improve.

In a similar spirit, I appreciated the useful advice in this book, and skimmed over the client stories of instant results. I believe in synchronicity, especially after taking the time to specify what is needed, but in my experience the Universe’s response can sometimes be slow or mysterious. Expecting instant results does not contribute to my peace of mind.

Available at bookshop.org.