Exploring the Programmer's Nook

Seth Godin speaks about the importance of finding the purple cow in your business, the thing that makes you stand out from everyone else that is doing the same thing. The number 1 reason why people would use you over others. So do you have a purple cow in your business, do you stand out from the pack, are you clear on why prospects should be using you and not your competitor. Here are a few things to think about when developing your purple cow.

The first question to ask yourself is "what makes us unique" what do we offer, what do we do, how are we different. This is the starting point of your purple cow. It might take a little investigating of what your competition does, how well they do it and why a prospect might use them over you. The important thing here is do not try to be everything to everyone. It is important you look at what your business is great at doing and take your piece of the
market.

For example we don't want to create websites for every business. We only want to create websites for businesses that want a marketing aspect to their website, that want to capture prospects as leads rather than having a website that is a brochure. Therefore we only work with those sorts of clients.

Next you need to ensure that you have a clear message on what it is your business does best. Focus in and be specific. To many businesses feel they are going to lose business if they don't generalise about their services. In fact this couldn't be further from the truth, the more you generalise the more you confuse your market, as they are not sure on what part you are the expert in.

A great example of this is a graphic designer who says they also do print. Do you want your design done by a printer or generalist? Probably not, you want design done from a graphic designer, an expert at their trade. Sure they might have a printer they use up their sleeve and they can do that as an add on, however it is not the message that needs to be sent.

Finally be consistent with your message in the sort of jobs you take on, the more 'ideal jobs' that can be shown as social proof the more of those sorts of jobs you will attract. At the beginning it might be difficult to stick to it, you see other opportunities pass you by, however in the long your purple cow and being known as the best 'xxx' will be dividends.

About the Author:

Michael Griffiths is the CEO and Founder of My Small Business Marketing Guru. Helping small business owners generate more leads, clients and increase profits with online marketing strategies. To get your free black mask marketing resources and dvds please visit http://www.mysmallbusinessmarketingguru.com.au

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