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Purple Cow
Drink a Purple Cow—for Free!
Silk, the milk-free soy beverage that’s enjoying enormous
growth, is obviously a Purple Cow. How now
There’s not a lot of growth left in the milk business.
People who drink milk have already solved their milkdrinking
problem, and getting nonmilk drinkers to start
is almost impossible. New products that act like old products
won’t get very far, in this market or any other.
Steve Demos, president and founder of White Wave,
realized that the secret was to be remarkable, so he put his
Silk soy milk in a milklike carton and placed it in the
refrigerator at mainstream grocery stores—and Silk sales
tripled almost overnight.
If you’d like a free half gallon of Silk, just rip this page
out and mail it to me with a self-addressed stamped envelope
(or send me your receipt for buying this book). I’ll
send you a coupon (because the carton of Silk won’t fit in
the envelope). Just one more Purple benefit we bring to
you, our loyal reader. Offer good only while supplies last.
Send it to: Seth Godin, Box 305, Irvington,
N.Y. 10533. For more of my riff on Silk, visit
www.apurplecow.com/silk.
I Want to Share the News on how a company called
bzzagent worked behind the scenes to promote this book,
but that wouldn’t be timely enough. Instead, visit
www.apurplecow.com/bzz for the details.
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