On our last video, we have shared that the importance of having a purple cow effect in your marketing message is really, really important. But now you may have a question, how do you create a purple cow effect in your business? Okay, let me share with you this one important thing is, do your business have a great story to tell? whatever business you are doing? Can you tell your business in a very compelling storytelling manner, rather than just sharing all the boring facts and figures? Because people don't like to listen to all those boring stuff people want something exciting, engaging, interesting.

So turn your business marketing message into a great story because facts tell story sell. Let me just share with you a few example of some company code the Company great story into excellent marketing tools. Not only this story are interesting, but as far as engaging this company do not require for the introduction. Apple is a company that tell really really great story about all the our product and what Apple do. The late Steve job basically is excellent storyteller whenever he go on stage to share about a new product launching whether his iPod iPhone, iPad, or Steve Jobs just share story and his audience just love him so much. Another company that you also want to learn from is Tom shoe, or Tom shoe do have a great story to share and why the founder started Tom shoe and what is their mission?

With every pair of purchase of Tom shoe Tom shoe will give a pair of new shoes To the child in need one for one, they are turning their CSR project into a business whereby in order to launch this business successfully the marketing message is just compelling. It just touch the target audience emotion. And I'm a great example definitely Starbuck, not only stopped by have a great story to share why how our show started Starbucks, and how Starbucks becoming the place for his customer. But not only this Starbucks also create an environment, a social place for his customer to share your story. So every time when a customer buy a coffee walk into a Starbucks store, not only they are embracing Starbucks, sorry, but they also use the environment to share their own story on Facebook on Instagram, about the app. They are their own.

Whenever they buy a cup of coffee. They will take photos of the coffee and post it on Instagram and Facebook. So Starbucks is really, really smart creating this environment, allowing the customer to share the story as well. And Hang on, you may say, I do not run a billion dollar business like Starbucks or like apple, I am just a normal small businesses in the neighborhood. How do I create my purple cow? Let me show you a more layman example.

Assuming you are just a dentist, how a dentist create a purple cow. In fact, India Business. So, apart from telling a compelling story, you can also go ahead identify what is the pain point in your industry? What is the pain point of your customer that don't lie that's continuously happen in your industry, but other people are not addressing it. For example, if you are attendees, the pain point of a dental industry is many people don't like to go to the dentist because of the pain and the long way. So how can you as a dentist create a purple cow, you can say that we guaranteed that you will have a comfortable experience with us and never have to wait more than 15 minutes or you will receive a free session from us.

This is a common pain point faced by many people inside the dental industry. So you can go here and address such problem and give a solution to it. Or you may not run big coffee shop to install eisah but but you are operating a cafe. So what will be the common pain point of a cafe business coffee lover can find the right coffee to satisfy your taste and your purple cow can be we have imported coffee bean from eight different countries and have a certified experienced barista to help match your tastes and this is how we will cafe different from other people. So you just have to identify the industry pain, and then address those problems. Last example, Domino's.

Domino's have a great purple cow or USP Indian saying the pain point the kids are hungry, but parents are too tired to cook. So the purple cow of Domino's Pizza Pizza will be deliver in 30 minutes or is free. And bear in mind, this USP and purple cow of Domino's Pizza is now worth more than a billion dollar to Domino's. So this is how you can identify and create your own purple cow. Alright, do bear in mind in order for you to create a good purple cow in your business. Not only that you have to be different and being unique.

But do also make sure that your uniqueness is actually useful. Do not create a purple cow for the sake of creating it and you are not really addressing the problem of your customer, to have the solution sold out and being useful to your customer. And to end this chapter with a high note, let me share with you a thinker. What are the purple cow of your USP as a summary? Number one, find something that is truly unique to you. Do you have a secret recipe a process of intellectual property or a design, which is special and unique to you?

Give a guarantee to your target customer. Tell them in whether they are in the dilemma whether they want to buy your product or services, give them a guarantee. If they do not like your product or services, here is the refund no question us and turn all these things into a good story share with your target audience. There are also many frustration and pinpoint from your customer around your industry. So identify all these people point is is too slow, too expensive when I buy from you is does it require a big mo queue and whatnot? Is it creating all the inconvenient and troublesome address this problem turning into a one to your advantages, and also give your customer a wow factor.

It's normally a one week delivery whereby you can do it the next day. All right, give your customer that come to your shop, free parking, and whatever value added services that you can provide to help your customer experience your product and brand even better. Turn all these things into a good story and share with your target audience. In the next video, I'm going to share with you how are you going to identify a pick and select the right target audience for your marketing campaign. See you