If you’ve been in my community for a little while now, you probably already know that I love the color purple! So it’s no surprise that one of my favorite books about marketing is called Purple Cow by Seth Godin.
To put it simply…if you build a product or service that’s remarkable, it will practically market itself. All without a huge marketing budget or hours and hours of time spent…because the concept just cuts through the clutter.
One of the easiest ways to tap into this is to figure out who you DON’T serve because it’s not in your area of genius. Here are a few examples to get you started…
JetBlue doesn’t serve customers on a tight budget
Starbucks doesn’t serve customers who just want a basic cup of coffee
Apple isn’t for customers who just want an affordable computer
My first client to hit 6-figures, Marcie Brown, did this by creating a program teaching adult cellists to become badass musicians.
So, I’ll ask you a question you might not have expected today. Who can you NOT serve well? Really defining that will help you to start to discover what makes your personal brand a Purple Cow. One of the ways I see this work so well for entrepreneurial musicians is in their ability to look beyond their training as musicians, taking stock of things like…
What soft skills do you have from your work experience?
What unique challenges have you overcome in your life?
Which clients have gotten the best results working with you?
And no doubt, this takes some time and reflection (in fact, going through this process with me is something my clients really value because they have that special outside insight.) So let me know…what’s coming up for you as you work through this exercise? Write back and let me know. I read each and every response.
Let’s Prosper Together,