Purple Cow: Move Ahead Of The Pack | TravelResearchOnline

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Purple Cow: Move Ahead Of The Pack

“If you have knowledge that you’ll never catch up by being the same, make a list of ways you can catch up by being different.”

Purple Cow– by Seth Godin, page 4

Today’s quote ties in with yesterday’s message. You risk failure by being different.

In order to make sense of today’s message, you have to take stock of what the current situation looks like. Become different? How? Different than what?

Click on the book to grab your own copy of "Purple Cow"

Click on the book to grab your own copy of “Purple Cow”

I will speak in generalities for a moment. Chances are that your competition looks and acts pretty much the same. They work from Monday to Friday from 8:30 am to 5 pm. When they communicate, they either text or email with very little phone call use except to possibly contact suppliers. They may be good at making a first impressions but poor at maintaining trust in their relationships. Their “want” is very admirable, but their “do” is lacking at best. In other words, they hope, wish, and pray to be successful, but they don’t do a whole lot to make that happen.

If this is what your competition looks like, how can you move ahead of the pack by being different? There are a number of ways to do this, but in the interest of time, I will just leave you with three ideas today. I hope your personal creativity will be stimulated and that you can make a list of your own at the conclusion of this article.

1. Send a hand-written postcard inviting your prospects to a formal event, lecture, seminar, etc.
2. Write a thank-you note.
3. Make a phone call to apprise your clients of some new venue or special pricing deal. If you get voice mail,
leave a well thought-out message worth listening to.

I am sure these three ideas have gotten your creative juices flowing. Let me know what you come up with.


Mike presents a business-building webinar on the third Thursday of every month sponsored by AmaWaterways. To receive monthly invitations send Mike an email with the words “business training” in the Subject Box. You will also receive a link to the recorded version.

For information on Mike’s Fourth Annual Training Cruise, email Mike at mike@mikemarchev.com with the word “cruise” in the subject box.

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