Tom Brady in Pink

It’s What Your Non-Profit is Missing: A Social Object

We’re all witnessing the effects of a very smart, new tactic taken on by non-profits, the use of social objects (thanks to Hugh MacLeod for the inspiration behind ‘Social Objects’).

A Social Object is something worth talking about, it’s the reason you tell somebody about something, it’s the topics and stories we talk about.  If it’s interesting enough that you want to share it with someone then it’s a Social Object.  And according to Hugh, if you really think about it, Social Objects are usually never boring, mediocre, or regular, because why would you share with someone something that’s ordinary? Read more

What’s Your Purple Cow?

Seth Godin's Purple CowThe concept of the Purple Cow was introduced by Seth Godin in his groundbreaking book by the same title.  Recently I read it again because it is full of ideas and case studies on how to make your business remarkable.

When you drive by a heard of cattle they all look like cows and it doesn’t seem out of the ordinary.  But if you drive by a heard and standing in the field is a Purple Cow you have to tell someone because it is so different.  When something forces you to remark on it, by definition it is remarkable.  This is what your new business strategy should be focusing on, finding ways to make your customers talk about your products to their friends.

So the obvious question is, what is a Purple Cow?

Sanpellegrino is different than regular juice.  Well, it’s not really different.  It’s sparkling juice in a can but the secret lies in the can itself.  Every can of Sanpellegrino has a foil lid you must peal off before drinking.  As if your juice is so special that it needs to be covered by an additional seal.  Also, you can’t find this juice at gas stations or any old grocer, I’ve only been able to find it a Costco.

It’s different, it makes the juice seem extra special.  It creates an experience for the consumer.

It’s a purple cow. Read more

Small Business Marketing

If you are looking at or already have started a small company that’s based on a hobby or something you enjoy doing and you want to grow it listen up.

Your new business is based on a hobby, something that is enjoyable, so there are many players in the industry. What does this mean?  You have competition.  You’re just an amateur but there are many professionals in the market and they charge too much.  You found your niche as an affordable musician, renovator, photographer or artist, whichever you are, people need these services and you can provide them at an affordable price.  But it’s not as easy as it seems at first.  How do you tell people about your service?  You don’t have a lot of money but you will put your heart into it so you know it was be great work but how do you get that message across to your potential client?

Pro Bono. Why not?  Lawyers do it, maybe for different reasons but they are still getting experience and building their own portfolio.  Take on a project for free, ensure you get lots of exposure and the time you invest will pay out ten fold.  If you don’t have a large (or any) advertising budget you may as well show someone how good you really are.  If you are that good they will tell someone about their experience, if not, get feedback on how to improve and don’t settle until you are remarkable.  It is at that point when your business is remarkable, that you will no longer need to advertise.