Thursday, 28 October 2010

The Purple Cow effect

The best name I ever saw for Unique Selling points, or USPs, was Purple Cows. If you really think about this metaphor, it will open your mind about the opportunities available to truly differentiate your business.

Consider the scenario. You're driving in the countryside, past field after field, seeing normal cow after normal cow, bored out of your mind and probably distracted by a hundred and one other thoughts. Then all of a sudden you see...a PURPLE COW!! All of a sudden you're alert, you're intrigued, you're not going to forget this moment in a long time, probably ever, and you're more than likely going to investigate/enquire.

This is the type of unique selling point you should have in your business. What is it you do different, that is unique enough to get people to stop, pay attention and remember what you do?

The number one task of a marketer these days is getting consumers to pay attention to your message, especially when they receive on average over a thousand different advertising messages each day. If you don't have a USP, it might be time to start considering ways to make your product stand out from the crowd, or your audience will continue to drive past bored.

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