Mark Walters and Ron KranzPurple Lawyer & Thought Provoker

Presenting

PURPLE COW CONCEPTSMOOOOO!!!

Seth Godin

GO make something happen

• Best selling author

sethgodin.typepad.com www.sethgodin.com

www.ted.com

Purple what?

BUSINESS CONSULTANTS:• LinkedIn 331,775• Google 51.8 million

What Cow Would You Talk About?Look! A purple cow.Wow, that’s _____!

What is a purple cow?

Think Different – Be Different – Be Remarkable

1REMARKABLE

2UNIQUE

3DIFFERENT

Stay Open –

What is remarkable?

worthy of notice or attention

1

What is unique?

only one; unique characteristics; unparalleled

2

What is different?

Not alike in character or quality; unusual

3

? But wait… There’s Mooooooo-re!

what questions do you have

Word Of Mouth

Before Marketing

Old School Marketing – New School Marketing

• Build a safe ordinary product / service offering

• Combine with great marketing to reach a mass audience (TV)

• The value of the target group was its size

• Don’t play it safe• Safe is risky to your

business• Build a remarkable

product or service offering that the “right advocates” seek out

Find a way to stand out in the crowd and be remarkable.

Make it easy for the right advocates to talk about you.

SERVING MARKET NICHES/SEGMENTSELIMINATES/REDUCES COMPETITION

Fighting to differentiate.Forced into commodity pricing.

Don’t focus on the target market.Aim for the bull’s eye!

This is the differentiation process

EFFORTLESS MARKETING COMES FROM BEING REMARKABLE AND UNIQUE

MARKET NICHES AND SEGMENTS

GOAL:

Identify Niches serving an unmet need with little or no competition

Goes beyond function and utility

Define Segments homogenous groupsimilar needs & wantssimilar behaviors

Razor-sharp focus on the desired outcome

DIVERSIFICATION COMES FROM AGGREGATING MULTIPLE NICHES

Firs

t

NicheSe

cond Niche Third Niche Fo

urth Niche Fi

fth

Niche

Become a niche-aholic

? But wait… There’s Mooooooo-re!

what questions do you have

Leverage the sneezers

Early Adopters influence the rest of the curve

Find the RIGHT ADVOCATES

Spread your ideavirsus

Be remarkable! be worthy of notice or attention1

2 3

Be unique!

Be different!

Be the only one

Be not alike in character or quality; unusual

Craft and direct your marketing efforts to the

Early Adopters and

PULL MARKETING ATTRACTS CUSTOMERS

ADVOCATES = Word of Mouth

LOYAL CUSTOMERS = Repeat Business

INFLUENCERS = Referrals

Passive

Active

Who are the right advocates?

Create the Win – Win – Win

THE RIGHT ADVOCATES

• Know – Like – Trust• Relational Capital• Active and Reciprocal• Three-fold Added Value

BizEnrich members are each others advocates

PurpleLawyer

Thou

ght P

rovo

ker

What is remarkable about you that is worth repeating?

Thank You

BE REMARKABLE and…MOOOOO-

ON!!!

Ron KranzThought Provoker

425.572.0222rdkranz@

beyondthebenchmark.com

Mark WaltersPurple Lawyer425.688.7620mark@walterslawfirm.com