17 Sep Purple Cows & Hershey’s Kisses: How To Market Your Business
If you want to learn how to market your business, you may have done some research and heard tell of Seth Godin’s purple cow. Even if you have heard of the purple cow, though, what does that have to do with Hershey’s Kisses? And what does all of that mean for your marketing? Read on.
What is the purple cow? If you are a city slicker driving through the countryside, spotting your first brown cow can be an exciting affair. Miles pass and you see more brown cows. Slowly but surely, the brown cows become less exciting until you cease to notice them at all.
What if, out of nowhere, a purple cow appears? Now that would be something. You would probably pull over and take a picture to share on Facebook. You would tell all your friends. This concept was developed by marketing guru Seth Godin, author of “The Purple Cow: Transform Your Business By Being Remarkable“.
Where do the Hershey’s Kisses come in? Right about here. Purple cows are all fine and good, but like the brown cows, Godin points out that purple cows have a shelf life. Godin’s purple cow is rooted in the Law of Diminishing Marginal Utility from economics. Imagine that you are a chocolate lover who has just been given a giant bag of Hershey’s Kisses. When you eat the first piece of chocolate, you are in heaven. It’s good, isn’t it? You eat a second, then a third. By the time you reach the fourth and the fifth piece, it just doesn’t give you the same level of satisfaction as you felt when you ate the first one. As your consumption of the Kisses increased, your satisfaction decreased. You will have higher marginal utility if you put down the Kisses and pick up a bowl of freshly scooped vanilla ice cream. The problem is that with each bite of ice cream, you marginal utility is on its way down again.
How To Market Your Business? Be unique… repeatedly.
In looking at how to market your business, you absolutely must keep Godin’s purple cow and diminishing marginal utility in mind. In a market saturated with brown cows, be the purple cow. But remember that like the Hershey’s kisses, the purple cow will eventually become commonplace and will no longer satisfy your customers.
So… how to market your business using this knowledge? Be unique, and do it repeatedly. Don’t just shoot for uniqueness once, because it will be tired before you know it. You have to constantly push out fresh, unique ideas that will get positive attention from your target market.
Want some more ideas? You might consider getting started by reading Godin’s book, which will give you plenty of ideas about how to market your business. If you aren’t the reading type, drop us a line. We are happy to help.