How to apply the purple cow to online marketing

The book "The Purple Cow" by Seth Godin is part of the required reading for a marketing professional or student. The concept can also be transferred to online marketing. Here are some ideas on how to apply them to a web environment.

“How to apply the pink cow to online marketing” is not only very similar to the title of this post but also a visit that came to my blog two days ago. It is curious since there is really no content that fits that combination of keywords. The search has seemed so interesting to me that I have decided to answer the question and dedicate an entry to it. Perhaps that user who left this blog disappointed to be left wanting an answer will now find it.

For those of you who don't know the concept of Seth Godin's purple cow, I recommend reading the book. It is probably one of the first I read about marketing and I loved it. The main message is the following: all over the world, there are only cows that are the same (and boring) and with little differentiation. If you want to get noticed and be successful you have to be a purple cow. Applied to online marketing you have the following possibilities to attract attention and stand out.

Don't listen to what your users tell you

I'm not saying to ignore them. It is important to listen but not to turn those 1:1 wishes into products. Otherwise, you'll end up like Homer in the episode where he builds the "perfect" car that ruins his brother Herb. Perhaps a better example is Steve Jobs who was convinced that the user does not know what he wants until you present it to him.

Become the best

You don't have to be the greatest. But you can be the cheapest, the one with the best customer service, the one with the fewest delivery days, the friendliest, the one with the best usability website, the most ethical, etc. The important thing is to be "the best" at something. Once you've reached that level and stand out, make sure everyone knows about it.

Look for the "influencers" of the network

To be the best at something it is not useful for you to say so. Others have to say it. To speed up the process you have to identify the “influencers” of your niche. They don't have to be the ones with the best Klout score. Observe the conversations on the network. In order for people who can impact others to pay attention to you, you have to be able to offer them something in return. It doesn't have to be money, it can be prestige, attention, making life easier, etc.

Take care of the details

The big things are important but also the small things. It happens to all of us. Not responding to an email on time, screwing up a client, ignoring comments on forums, etc. can hurt you a lot. You have to filter well all the information obtained so as not to end up like Homer and his fantastic car. Try to be detailed with your users and you will have a reward.

Create a blog and share a passion

The most important thing in life is to be happy. Coca-Cola’s marketing department has already understood this for decades. If you have passion for your product share it. A CEO blog can be a great way to give your company a face. People seek happiness and we want to surround ourselves with environments that transmit it. Your personal blog can be a good way to do this.

Encourage your followers to speak well of you

As I said in the other point, the incentive does not always have to be money. If it is real "fans" of the brand, it can even be counterproductive. Make them feel that they are special and offer them a platform where they can stand out. Do not initially think about what you are going to receive but how you can add value to them.

Make use of guerrilla marketing techniques in web 2.0

The purple cow in online marketing looks more like a Cheetah than a cow. Everything moves with incredible speed and you have to act even faster. Don't tie yourself to an inflexible marketing plan. You have to be able to react when the situation requires it. There are basic tools like Google alerts or Google Search Insights to identify new trends that help you identify opportunities. Don't let them escape!