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Purple Cow
pot is the smarter of two dumb choices. So why do sales go
up Because the remarkable nature of the larger jackpot gets
people talking about it and dreaming about winning.
Why do some people smoke unfiltered cigarettes or
drink high-proof alcohol Maybe it’s the affiliation with
danger and self-destruction. The extreme nature of the
product makes it appealing to this audience.
When a product or service is about risk avoidance,
a solution that minimizes that risk is worth talking about.
If I were a lawyer, I’d specialize in a very narrow niche,
becoming the best in the world at defending a certain kind
of lawsuit. If your company was the victim of one of these
lawsuits, whom would you hire The specialist who does
nothing but defend (and win) cases like this, or your local
corporate firm When someone has a problem like this,
he is extremely open to external marketing messages, and
he will seek out and usually find someone who presents
him with the lowest possible downside.
Why go kiteboarding I mean, you can ski or snowboard
or windsurf or water-ski. Yet kiteboarding is one of
the fastest-growing sports today. Strap a surfboard to your
feet, hold onto a huge kite, and start racing across the
water at thirty miles an hour. Unless, of course, you get
dragged along the beach. So dangerous, it’s worth talking
about. So dangerous that those who seek out new and dangerous
sports are drawn to it.
If you’ve ever been to Sotheby’s or a Soho art
gallery, you’ll notice that almost without exception, the
men and women working there are truly beautiful. Not
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