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every month"
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Today's
Thoughts...
"We are what we repeatedly do. Excellence, then, is not an act, but a habit." - Aristotle
"A man of character in peace is a man of
courage in war. Character is a habit. The daily choice of right and
wrong. It is a moral quality which grows to maturity in peace and is
not suddenly developed in war."
- General Sir James Glover
"The world can only be grasped by action, not by comtemplation...the hand is the cutting edge of the mind." - Jacob Bronowski
"Opportunity is missed by most people
because it is dressed in overalls and looks like work."
-Thomas Edison
"Destiny is not a
matter of chance, it is a matter of choice; it is not a thing to be
waited for, it is a thing to be achieved."
- William Jennings Bryan
"And we should consider every day lost on which we have not danced at least once. And we should call every truth false which was not accompanied by at least one laugh. " - Friedrich Nietzsche
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"eBuilder Solutions"
Bulletins Ezine
February
28, 2008 Issue
Hey – Seen Any Purple Cows Lately?
Remarkable, isn't it? Every day we are continuously bombarded by
advertising. Ads from TV, radio, the Internet, billboards, etc.
all vying for our attention. Yet, for the most part, we totally
ignore what we "see or hear."In the good old days, when we wanted to market a product or service, we needed only to apply the "Ps" of marketing. You remember – Product, Price, Promotion, Packaging, etc., all flowing together to produce an effective ad campaign.
In his book Purple Cow: Transform Your Business by Being Remarkable, Seth Godin makes a convincing case that the old Ps are not enough anymore. He then defines a new P, which he calls "Purple Cow."
So what is a Purple Cow – what does it stand for?
It stands for "Remarkable." On page 3 he goes on to say:
"Something remarkable is worth talking about. Worth noticing. Exceptional. New. Interesting. It"s a Purple Cow. Boring stuff is invisible. It"s a brown cow."
Most of the ads we see and hear (and ignore) on a daily basis are "brown cows." They"re just tired, bland ads about boring products or services.
As Seth points out, the world has changed in the last fifteen or twenty years. Back then, consumers had a lot fewer choices but a lot more time to review those choices to make a buying decision.
Nowadays, we can choose from hundreds of different brands of a single item (example, shoes), but our time to sort through those choices is much diminished.
Hence, the need to stand out from the crowd. Be unique. Be controversial.
So...what does all this mean to us affiliate marketers?
Let"s look at a few takeaways from Seth"s book:
1) A hot topic these days is called "Niche Marketing."
In one sense, Niche marketing means marketing to a very specific (usually small) group of consumers who share one single common problem. On page 41 in his book, Seth puts it this way:
"Differentiate your customers. Find the group that"s most profitable. Find the group that"s most likely to sneeze. Figure out how to develop/advertise/reward either group. Ignore the rest. Your ads (and your products!) shouldn"t cater to the masses."
In another sense, Niche marketing means defining your customers and their problem first, and then (and only then) develop and produce a remarkable product or service to solve that problem.
2) Remarkable does not refer only to your product or service – it can also apply to your advertising techniques or to the ad itself.
Example – the use of splash pages in traffic exchange advertising. Jon Olson often preaches the notion of "shock and awe" when describing an effective splash page. This means your splash page needs to stand out above the crowd in order to get noticed.
3) When conducting market research on the viability of a new product or service (either your own or one you are considering promoting, be sure to develop a good understanding of how the consumer behaves when using the product or service.
Seth defines it this way:
"Instead of trying to use your technology and expertise to make a better product for your users" standard behavior, experiment with inviting the users to change their behavior to make the product work dramatically better."
I wonder what would happen if we took the standard affiliate ads we are given by the owners of the products we promote and changed them in such a way as to suggest to our prospects to do just that – "change their behavior to make the product work dramatically better?"
If your affiliate advertising efforts are stalled these days, or if you"re looking to learn new marketing techniques geared towards today's busy marketplace, I encourage you to purchase a copy of Purple Cow: Transform Your Business by Being Remarkable by Seth Godin. You can find it on Amazon or in most major book stores.
Never stop learning!
Be the best!
Darrell Dean
P.S. -- Do you like the format and content of these Bulletins? Let me know what you think. Send me an email .
P.P.S. -- By the way, are you a Website Magazine subscriber? If not, Go Here to set up your Free subscription. I highly recommend it!
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