Do You Know How To Stand Out Like A Purple Cow?

Stand out like a purple cowThanks to guest blogger, Steve Kloyda – The Prospecting Expert

How well do you communicate your sales message? Is your message clear, concise and consistent? When was the last time someone walked up to you at a social gathering, introduced themselves and asked you, “What do you do?”

What did you say? How did you communicate your message? Were you at a loss for words? Well, most sales people are and, if they aren’t, their message sounds like everyone elses.

Let me give you an example of what I mean. I was speaking in front of a group of financial advisors and insurance agents. I walked up to 5 people in the audience and introduced myself and asked them what they did. This is what I heard:

  • “I’m an insurance agent.”
  • “I sell insurance.”
  • “I’m a financial advisor or a financial consultant.”

As you can see, all the answers were pretty much the same.

If you sound like everyone else, you have commoditized yourself.

Seth Godin, in his book Purple Cow, talks about being remarkable. There are a lot of brown cows out there. It’s really easy to become purple.

I would like to show you how easy it is to become purple and sound different. How we communicate our message is done with words – how we say those words and what we say with those words.

Picture this. You are an artist that creates pictures in the mind of the listener. The words are your paint. The how, are your brushes or the application of the paint to the canvas. And, the what, is your final picture. This picture has to be clear, concise and consistent or you will confuse people. Remember that confused people will not take action. That’s the first part.

The second part is actually creating your unique message. You and I are motivated by pain and pleasure. We will do whatever we can to avoid pain and increase pleasure in our lives. Let me give you an example. On a recent business trip, after spending many hours in airports, by the time I got to my hotel I had a splitting headache. I went to the store in the hotel in search of some Advil. Are you ready for this? $1.75 for 2 Advil! Did I pay it? Of course I did. Why? I wanted to eliminate the pain in my head.

3 Steps to Creating your Unique, Purple Message:

You are probably thinking, “what does Steve’s headache and Advil have to do with creating a message that is purple?” Let me show you in 3 easy-to-follow steps:

  1. First, let’s start with pain. Identify one thing that your product or service will eliminate, reduce or avoid for your prospect or customer.
  2. Now do the same thing for pleasure. Identify one thing that your product or service will increase, expand or maximize.
  3. Now, put it together and say it.

OR, use this fill-in-the-blank template for creating your purple message:

“We have created some unique strategies/ideas/approach that will (insert the pain eliminator) and (insert the pleasure enhancer).”

Here is an example of what I use in my own business:
We have created a unique approach to prospecting that will help reduce call reluctance and maximize the number of sales opportunities.”

Go ahead. Create several “unique messages” for you and your business. Then, apply them in a variety of networking situations such as, voicemail, email, face-to-face or even social media.

Don’t be a brown cow. It’s easy to be purple!

What’s your “purple message?” Please share it here. I’d love to hear from you. Thanks!

Steve Kloyda, The Prospecting ExperAbout Guest Blogger, Steve Kloyda: As Founder of The Prospecting Expert, Steve helps his clients in the sales industry attract more prospects, retain more clients, and drive more sales. He’s also been recognized as a Small Business Success Story by Social Media Examiner, the world’s largest online social media magazine.

Purple Cow Image: Photobucket

Comments

  1. Great tips…I will definitely give this a try as I need to make my message stand out a bit more…in administrative consulting, there are many people who do the same or similar thing (virtual assistants for example). Thanks for the info 🙂
    Carin Clark recently posted…Behind the Scenes: Life Is BeautifulMy Profile

    • Carin, once you’ve given it a try, why not come back and share your message with us here?
      I’d love to read (and bet others would too) what makes you remarkable (or should I say “purple”?).
      Thanks.
      ~Debra

  2. We have created some unique creativity exercises that will eliminate boredom and make beautiful art.”

    I like this approach – thanks!

  3. That’s a great little formula with a fun delivery – thanks Debra & Steve!
    Paula D’Andrea recently posted…✭CASH, VIRGINS & CHAOSMy Profile

  4. Thank you for this post! I needed to read it today. Printing it out so I can practice the tips so I can stand out like a purple cow!

    Peggy
    Peggy Nolan recently posted…Do you Communicate With Confidence And Clarity?My Profile

    • Peggy, that’s so cool. I love it when the timing is right and a message you’ve been seeking shows up when you need it!
      Here’s to being that special someone that you are AND to being purple!
      Thanks.
      ~Debra

  5. Great tips Karen and Debra!

    I love playing with my message and from time to time I update it.
    I also like the idea of linking pain to pleasure where we as service professionals close the gap.

    Using visual, auditive and kinesthetic cues with a touch of humor in the message makes us stand out even more.

    Thank you for this share;)

  6. Thanks for all of your feedback. I am happy to hear that you enjoyed the blog post and the exercise. Creating your “Unique Message” is easy and fun. Remember, it’s all about them, it’s not about you. Your message is simply what your product or service will do for them.

  7. Thank you Debra for sharing Steve’s guest post. It is a fact that the pain and pleasure principle helps to connect with the visitor. Shortly after I did a revamp on my services page, I got a call from a prospect who hired me on the spot because she said I had covered her pain points in my service description!
    Vatsala Shukla recently posted…That fat on your belly might actually be stressMy Profile

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