Cows in a paddock
I recently read the book Purple Cow by Seth Godin. A great book detailing the marketing changes we need to make to reach our target markets. Seth states for marketing to be successful in today's world, we need to add a purple cow to everything we do or risk becoming invisible. Purple
Seth's explanation of the purple cow analogy stems from a country trip where cows in a paddock are exciting at the beginning of the trip, but over time, the cows all look the same, just more and more brown cows, it becomes boring and you switch off.
When we talk about marketing, you might have heard about the Ps, and they consist of strategies aimed at ensuring we cover place, products, price, people, permission, etc., in our marketing plans. Seth states that the Ps of marketing no longer work like they used to. Previously if you had all your Ps aligning, there was a good chance you would be noticed and people would buy from you. Seth talks in his book about the fact that things are very different. The Ps are not enough now and rather, you need to make sure that whatever you offer, whether it is a service or a product, it needs to be remarkable or it will be invisible. Marketing to this masses no longer works, advertising no longer works, instead, we need to get back to innovative marketing that engages our followers.
“Consumers are now too busy to pay attention to advertising, but they are desperate to find the answers to their problems”.
We need to get better in allied health at understanding what our clients are wanting, and what problems they have that need solving. Unless you have this information, Seth believes, in his book, that you are facing a hard road in reaching your target audience because they just won't hear you. They have information overload and are tuning out. Even if you have their email address or their contact details, it doesn't mean they will actually want to hear from you. Seth proposes the idea that even satisfied customers no longer talk about your business unless directly asked by others, therefore the long time thoughts that word of mouth worked well are no longer so true.
So what can we do?
1. Ensure that our products and services remain fascinating for our clients and target market;
2. Create an environment where our clients feel safe to purchase from us. This can take time to nurture and grow. People may need several touch points handled well before they feel confident to purchase;
3. Target those who are looking for a solution to their problems, and once you have them on board as keen followers, you are more likely to then get purchases from people who are not keen to change their existing habits. If we target first those who are reluctant to change, we may not get anywhere.
4. Avoid creating a service for everyone. Target a niche market so your target audience is more engaged in your products and services.