Purple Cow

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Seth Godin often). This is worth highlighting: The Purple Cow is not a cheap shortcut. It is, however, your best (perhaps only) strategy for growth. The Purple Cow isn’t cheap, but it works. We need to understand that investing in the Cow is even smarter than buying a Super Bowl ad. 34
Who’s Listening? Purple Cow I’m guilty of a little hyperbole. With all the hand wringing over the death of the TV-industrial complex and the predictions of the demise of all mass media, it’s easy to jump to the conclusion that ads don’t work at all – that every consumer avoids and ignores all of them. Of course, this isn’t true. Ads do work – not as well as they used to, and perhaps not cost-effectively, but they do attract attention and generate sales. Targeted ads are far more cost-effective, yet most advertising and marketing efforts are completely untargeted. They are hurricanes, whipping through a marketplace horizontally, touching everyone in the same way, regardless of who they are and what they want. There’s a huge amount of waste here, so much that it’s easy to assert that advertising isn’t working. Yes, sometimes this hurricane allows you to skip the painstaking work of moving from the left to the right. Sometimes the entire market needs something, knows they need it, and are willing to listen. The key word here, though, is sometimes. Sometimes is pretty rare – so rare that it’s wasteful. It’s wasteful because the vast majority of ads reach people who are not in the market for what’s being sold, or who aren’t likely to tell their friends and peers about what they’ve learned. But a very different kind of ad does work. Why? What is it about some ads and some products that makes them successful, while others fail? Why, for example, do the little text-only ads on Google perform so well while the flashy, full-page, annoying banners on Yahoo! do so poorly? We have to start with another look at the power in the marketing equation. In the old days, marketers targeted consumers. Smart ad folks worked hard to make sure their 35
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 24 and 25: Seth Godin already solved their yog
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 f
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 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
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Seth Godin opened their flagship st
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Seth Godin figured out how to get w
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Seth Godin product, and vice versa.
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Seth Godin Sell What People Are Buy
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Seth Godin The Problem with Comprom
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Seth Godin The Magic Cycle of the C
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Seth Godin What It Means to Be a Ma
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Seth Godin Marketers No Longer: Now
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Seth Godin Compare this to the peop
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Do You Have to Be Outrageous to Be
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Seth Godin But What About the Facto
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Seth Godin The Problem with Cheap C
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Seth Godin Case Study: What Should
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Seth Godin When the Cow Looks for a
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Seth Godin Case Study: Tracey the P
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Seth Godin Case Study: So Popular,
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Seth Godin If, on the other hand, y
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Seth Godin If your boss wants focus
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Seth Godin Of these top one hundred
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Seth Godin Brainstorms While we can
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Seth Godin Targeting this niche see
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Seth Godin ment of time and money.
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Seth Godin their friends, and Water
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Seth Godin There is actually a cont
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Seth Godin just beautiful on the in
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Seth Godin A quick visit to CDBaby.
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Seth Godin Salt is Not Boring-Eight
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Seth Godin Brand and Company Index
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Seth Godin Krispy Kreme 83, 84 L Le
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Seth Godin What Would Orwell Say? A
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More Information Seth Godin To find
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Purple Cow

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