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