Purple Cow
(Seth Godin)
This book is generally on the realities of the marketing concepts that one faces in the real world.Seth Godin's message is loud and clear- Be Remarkable. Whatever you do, you shold leave a mark in it.The competition is so stiff , and there so many competitors around that alternative approaches are no more a novelty but they are all we are left with to survive.He suggests marketers to stop advertising and start innovating instead.To support this, Godin sites the fact that the buyers are mostly influenced by their netwrok of friends,neighbours anf families experience rather than advertisements.
He points out to some of the sad truths about marketing and says most people can't buy your product because they cant afford to buy those products at the cost yoiuare selling to them or they can't listen because they don't have time to, and hence your effort would go unnoticed as your product would be invisible to them due to their lack of interestor even if they listen you and understand your pitch, if they do not want the product them you have nothing but lost your time and effort.
Seth Godin goes on to say that gone are the days when companies used to make product and sell it with great marketing.The time has come to produce Remarkable products that the right people seek out.He suggests it is safer to be risky.Instead of investing in a dying product,he insists on taking profits and reinvesting them in building something new and remarkable that would be for the people who are seeking out that product in the market.
Godin says, do not try to make a product that would be bought by everybody, because that is a product for everybody.He stresses later on to come out with ideas which should become an idea virus and spread like one.For the advertisers, he recommends, ads should cater to the customers they would choose if they could choose their customers.
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