I am a fan of Seth Godin. In fact, I have been nicknamed, Prissy the Purple Cow. I am certainly not claiming to be as witty, I am definitely not as well known to anyone besides my mother, my father, my son and the children in his media class who have been forced to watch him google my name multiple times this quarter.
I do believe that as Seth stated there are plenty of Brown cows but Purple Cows are rare and definitely get attention. If you are truly remarkable or â€śPurpleâ€ť you will get noticed just by being there. In one of Sethâ€™s recent blogs he reintroduces a Purple Cow technique that has probably not crossed very many minds and even a smaller amount of people have dared to try it.
This is controversial, but here goes: I think if you’re remarkable, amazing or just plain spectacular, you probably shouldn’t have a resume at all. Here’s why: A resume is an excuse to reject you. Once you send me your resume, I can say, “oh, they’re missing this or they’re missing that,” and boom, you’re out.
If you don’t have a resume, what do you have?
- How about three extraordinary letters of recommendation from people the employer knows or respects?
- Or a sophisticated project they can see or touch?
- Or a reputation that precedes you?
- Or a blog that is so compelling and insightful that they have no choice but to follow up?â€ť
Godin goes on to say that we have been brainwashed into acting ordinary. How true! If you want your reputation to precede you, first the word must be spread. The only commodity we cannot replenish is time; therefore, in the sales life it cannot be wasted. It might be clichĂ© but at times clichĂ© helps create a niche. If time cannot be replaced and no one seems to have enough, if you could provide your clients with more time then you would be the most spectacular Purple Cow of all. If you could provide your prospects with time, you would up your number of clients. You get the idea so here goes: Why not send your hot prospects and fabulous clients a beautifully crafted wall clock with your name or organizations name, logo and or tagline on it. In essence, you have sent your clients more time and what is better you have sent them your time.
Not only will your reputation precede you but also it will be hanging around as a reminder that you are willing to give your time. It is also something your clients and prospects can see and touch. Whether they love it or find it to be the cheesiest gift they have ever received, it is compelling enough that they have no choice but to follow up. Finally even, if the client or prospect, does the Seinfeld faux-pas of re-gifting it, once again your reputation has preceded you and once again there is no choice but to follow up, if only to find out whose time is on their hands.
Not only does the squeaky wheel get the grease, but the Purple Cow gets the CASH!