I read Seth Godin's book, "Purple Cow" on a cross-country flight last week. What is a Purple Cow? It's something that truly stands out, just like a purple cow would. Think about it, if you saw a purple cow ... wouldn't you tell everyone? Of course you would. And, that's the idea.
Godin believes that unless you create a truly remarkable business, product or service, you won't be successful marketing.
He explains that marketing is NOT something you just slap on top of your existing product or service. But rather, it is an integral part of your product or service development.
I totally agree! That's why my 10stepmarketing System focuses so heavily on identifying (or creating if necessary) a uniquely valuable aspect to your product or service that absolutely fills a need or solves a problem your ideal clients have. It's the ONLY way to be successful in my book.
In my opinion, "Purple Cow" is a must read for every small business owner.