Business

3 Ways Your Business Can Become A Talked-About Purple Cow

“Purple Cow” by Richard Elzey is licensed under CC BY 2.0

My dentist Shaina Holman, DDS Ph.D., is a Purple Cow.

That’s marketing guru Seth Godin’s term for being so unusual that you stand out in your field. It’s scary not to blend in with the herd, but standing out makes you memorable. And that gives people something to talk about, fueling word of mouth.

Clients love purple cows.

There’s so much fakery and marketing manipulation today that clients crave realness. When I crossed Dr. Holman’s threshold, I knew her practice was remarkable — every aspect of her business vibed at the same frequency, one of warmth and competence.

Vibing is important: If you walked into your favorite biker bar and suddenly found it swaddled in chintz and featuring tea sandwiches, wouldn’t you feel disoriented?

Businesses without a north star vibe with dissonance. At best this creates weak customer loyalty, easily picked off by competitors, and at worst this drives clients away.

Here’s what makes Dr. Holman’s practice a purple cow:

Positive, inclusive, and hyper-competent staff. Every single employee is featured on the website. They’re all upbeat people you want to hang out with. This culture values people.