uiscZ

Recommendations

Info

Seth Godin already solved their yoga problem. All those folks who visited the store a few years ago and made yoga books so popular are no longer shopping for yoga books! Here’s the sad truth about marketing just about anything, whether it’s a product or a service, whether it’s marketed to consumers or to corporations: Most people can’t buy your product. Either they don’t have the money, they don’t have the time, or they don’t want it. If an audience doesn’t have the money to buy what you’re selling at the price you need to sell it for, you don’t have a market. If an audience doesn’t have the time to listen to and understand your pitch, you’ll be treated as if you were invisible. And if an audience takes the time to hear your pitch but decides they don’t want it . . . well, you’re not going to get very far. The world has changed. There are far more choices, but there is less and less time to sort them out. 10
Purple Cow This wasn’t true just twenty years ago. Way back then, consumers had a lot more time and far fewer choices. Our disposable income had fewer ways to get squandered, so if a company came up with a really neat innovation (the cell phone, for example), we’d find a way to pay for it. Years ago, our highly productive economy figured out how to satisfy almost everyone’s needs. Then the game changed – it was all about satisfying our wants. The marketing community taught us (with plenty of TV advertising) to want more and more, and consumers did their best to keep up. Among the people who might buy your product, most will never hear about it. There are so many alternatives now that people can no longer be easily reached by mass media. Busy consumers ignore unwanted messages, while your competition (which already has market share to defend) is willing to overspend to maintain that market share. Worse still, people are getting harder to reach by permission media. Just because you have someone’s email address or phone number doesn’t mean they want to hear from you! And setting aside the spam issues, even when people do want to hear from you by phone or mail or email, they are less and less likely to take action. Your satisfied consumers value these messages less because those messages no longer solve their current problems. Companies have gotten better at understanding what satisfies their consumers (and presumably have gotten better at delivering it), so the bar keeps getting raised as to what product news you can possibly deliver that will add to that satisfaction. I wasn’t being totally facetious when I quoted the former head of the U.S. Patent and Trademark Office. Almost everything we can realistically imagine that we need has been invented. The last hurdle is that ideavirus networks are hard to 11
Page 2 and 3: Purple Cow Transform Your Business
Page 4 and 5: This is a work of fiction. Names, c
Page 7 and 8: Contents NOT ENOUGH Ps 1 THE NEW P
Page 9 and 10: Contents IN SEARCH OF OTAKU 79 CASE
Page 11: “Tastes like chicken” isn’t a
Page 16 and 17: Seth Godin Marketing isn’t guaran
Page 18 and 19: Seth Godin This is a book about why
Page 20 and 21: Seth Godin In Crossing the Chasm, G
Page 22 and 23: Seth Godin Why You Need the Purple
Page 26 and 27: Seth Godin ignite in markets that a
Page 28 and 29: Seth Godin As the brand was built,
Page 30 and 31: Seth Godin TV commercials are the m
Page 32 and 33: Seth Godin Consider the Beetle The
Page 34 and 35: Seth Godin What Works One way to fi
Page 36 and 37: Seth Godin Here’s the entire text
Page 38 and 39: Seth Godin The Will and the Way I d
Page 40 and 41: Seth Godin Is there a significant r
Page 42 and 43: Seth Godin Getting In Only the risk
Page 44 and 45: Seth Godin No one is going to eager
Page 46 and 47: Seth Godin sell. The early adopters
Page 48 and 49: Seth Godin often). This is worth hi
Page 50 and 51: Seth Godin ad was appropriate for t
Page 52 and 53: Seth Godin Cheating • JetBlue Air
Page 54 and 55: Seth Godin keters can’t buy enoug
Page 56 and 57: Seth Godin The Law of Large Numbers
Page 58 and 59: Seth Godin Case Study: Chip Conley
Page 60 and 61: Seth Godin In a crowded marketplace
Page 62 and 63: Seth Godin justly criticized for be
Page 64 and 65: Seth Godin The lesson is simple - b
Page 66 and 67: Seth Godin This is true not just fo
Page 68 and 69: Seth Godin of Aeron chairs have bee
Page 70 and 71: Seth Godin By targeting the center
Page 72 and 73: Seth Godin Case Study: The Best Bak
Page 74 and 75:
Seth Godin What could you measure
Page 76 and 77:
Seth Godin Case Study: A New Kind o
Page 78 and 79:
Seth Godin allowed them to grow to
Page 80 and 81:
Seth Godin Wall Street and the Cow
Page 82 and 83:
Seth Godin The Pearl in the Bottle
Page 84 and 85:
The Parody Paradox Seth Godin J. Pe
Page 86 and 87:
Seth Godin Seventy-two Pearl Jam Al
Page 88 and 89:
Case Study: Curad Seth Godin When C
Page 90 and 91:
Seth Godin What would happen if yo
Page 92 and 93:
Seth Godin your customers, the more
Page 94 and 95:
Seth Godin Boiling Lake, Satan’s
Page 96 and 97:
Seth Godin Where does your product
Page 98 and 99:
Seth Godin opened their flagship st
Page 100 and 101:
Seth Godin figured out how to get w
Page 102 and 103:
Seth Godin product, and vice versa.
Page 104 and 105:
Seth Godin Sell What People Are Buy
Page 106 and 107:
Seth Godin The Problem with Comprom
Page 108 and 109:
Seth Godin The Magic Cycle of the C
Page 110 and 111:
Seth Godin What It Means to Be a Ma
Page 112 and 113:
Seth Godin Marketers No Longer: Now
Page 114 and 115:
Seth Godin Compare this to the peop
Page 116 and 117:
Do You Have to Be Outrageous to Be
Page 118 and 119:
Seth Godin But What About the Facto
Page 120 and 121:
Seth Godin The Problem with Cheap C
Page 122 and 123:
Seth Godin Case Study: What Should
Page 124 and 125:
Seth Godin When the Cow Looks for a
Page 126 and 127:
Seth Godin Case Study: Tracey the P
Page 128 and 129:
Seth Godin Case Study: So Popular,
Page 130 and 131:
Seth Godin If, on the other hand, y
Page 132 and 133:
Seth Godin If your boss wants focus
Page 134 and 135:
Seth Godin Of these top one hundred
Page 136 and 137:
Seth Godin Brainstorms While we can
Page 138 and 139:
Seth Godin Targeting this niche see
Page 140 and 141:
Seth Godin ment of time and money.
Page 142 and 143:
Seth Godin their friends, and Water
Page 144 and 145:
Seth Godin There is actually a cont
Page 146 and 147:
Seth Godin just beautiful on the in
Page 148 and 149:
Seth Godin A quick visit to CDBaby.
Page 150 and 151:
Seth Godin Salt is Not Boring-Eight
Page 152 and 153:
Seth Godin Brand and Company Index
Page 154 and 155:
Seth Godin Krispy Kreme 83, 84 L Le
Page 156 and 157:
Seth Godin What Would Orwell Say A
Page 158 and 159:
More Information Seth Godin To find
show all

uiscZ

Create successful ePaper yourself

Delete template?

Save as template?