On this Episode of Serial Progress Seeker I’m going to talk about how to make your business stand out from the crowd of other businesses that look just like yours. I’m going to tell you about some big brands who have done an excellent job of becoming a purple elephant and what you can do to set yourself apart.
Today we’re going to talk about why your business has to be a purple elephant. What the heck that even is and how it can absolutely change the way you look at what you do day to day to promote and run your business and how it can help you explode. All right, that was a mouthful. Let’s dive in, let’s do it.
Hey, what’s going on? My name is Dr. Ben Atkins and if you are here for the first time, this is a channel where I talk about all the cool ways that I’ve been able to build a business that I can run from anywhere on the planet with just a backpack. And if you want to do it too, that’s what we talk about most of the time. Now if you’d like to get more of our content, click the subscribe button below this video and click that little notification bell. That’s going to get you an alert so that you can be on top of the new stuff we release before anybody else sees it which gives you an unfair advantage.
All right, so today we’re going to talk about why your business has to be a purple elephant. Before we get into this, what the heck is a purple elephant? Well this is the way I always think about it, when I was little, there were circuses that would occasionally come to town. Now you may be guessing that I lived in a smaller town growing up so when a circus came to town, it was very, very cool. And occasionally when I was at circus we would see elephants, not occasionally, there would always be elephants.
An elephant was something that in my small town, we didn’t get to see a whole lot of so seeing an elephant up close was very cool. Now I got a little bit older and when I got a little bit older I moved to a city to go to school and things like that and along the way, I live pretty close to actually a zoo. At that point I’d been to a lot of circuses, I’d seen a lot of elephants but I could always go see an elephant in a zoo and so the elephants like it or not, sorry elephants, got a little less special. They got a little less special. From that point, it was not as uncommon to see an elephant.
Now, what does this mean and why am I talking about this? Well this is the reason, most people out there, that’s how businesses are. You have business, maybe you’re a chiropractic office, maybe you run an online business where you’re selling information, maybe you sell physical products. And if you look around, all of these other businesses kind of look alike because they’re selling something similar. You look at MLMs, they’re all selling a similar product. The problem that’s out there is it all starts to look like the elephant that you can go see every time you want.
But what happens if all of a sudden, you walk into the circus and one of the elephants out of the five or 10 that are there, is purple? That’s something new. That’s something you don’t see every day. From a business standpoint, that’s what you have to start thinking. Is how can make my business a purple elephant? What am I doing to stand out?
That’s the thing. If you have a business right now and it’s doing pretty good, but you still feel like you’re not getting what you need out of it. The money for the effort you’re putting in, it’s because you’re not seen as unique. The most important thing that you can do is come out as unique. Now, being different, doing something a little different is going to make you less attractive overall to a large market which may scare the crap out of some people but it will actually make you more attractive to a small niche market. And here’s what we want.
Rather than trying to be a Walmart, rather than trying to be a Starbucks that is this wide, wide market, you got to start off small. You got to start off, because most of us don’t have that kind of cashflow, you got to start off really aiming at what makes you unique.
For example, if you happen to own a restaurant, there’s plenty of burger joints out there, right? There’s plenty of steak joints out there but what happens if you go into one of these restaurants and they have, stick with me here, they have a burger that is huge? And they have one of those contests let’s say, where if you eat the burger in an hour by yourself you get it for free and you get your picture on the wall. It’s not a huge thing to make that work but it’s something that makes your restaurant stand out over somebody else.
Another thing that we do when we advise restaurants is we tell them, “Hey, what’s your $100 hamburger?” And what I mean by that is, all of these restaurants are pretty much selling the same thing. Its taste, is it good? Is it bad? But what’s the thing that gets people attracted? If you have something on your menu that is a $100 hamburger, even if you’re really putting money into it as a restaurant owner to make it something special, just having that on the menu separates from you from the crowd and it’s something that people will talk about when they’re outside of your place that’s a little out of the ordinary. Just a few examples here.
Another thing that I like to think about is this, if you as a person were looking for a doctor because you were having stomach issues, which would you choose? Would you choose a general practitioner or would you choose a gastric specialist? Which is the one that you want if they were being full-time with you? Which is the one that you want to be the one that actually treats you? Now you may have to go through a general practitioner to get to the gastric specialist but you got to think about this, at the end of the day, you want the person treating you so that you’re healthy, that does stomach stuff all day.
That’s the thing, most businesses that I work with that are not doing this purple elephant, being unique thing, they’re doing it because they think if they get unique that their market’s going to shrink and that’s going to cause them to fold when in actuality what happens is, is when you start to shrink your specialty, people start to understand how to tell others about you. When you’re general, people don’t know how to talk about you. They don’t know how to refer. But when you start getting specialized in something, that’s when people start flocking to you and telling their friends and family that are like them to come to you.
Perfect example is let’s just say a chiropractor and I’m full of examples with this one by the way. But as a chiropractor, you could be a general chiropractor or you could be a chiropractor who is very focused on just helping pregnant females. At first, that may seem scary because you may think I’m going to lose out on some business but overall, when you’re that person and no one else is being specialized, all the pregnant females in the world are going to come to you. Well at least in your local area. You get the idea.
Okay, some example brands of this that you may not think, Apple. Apple has a huge market. You would think they’re a very generalized brand at this point but they started out very much focused on helping artists. That was what Apple was about artists and people that were into specialized things. They knew they couldn’t take the market away from the PCs of the world at the time so they got very focused on a specific audience. Once they nailed that audience, that’s when they grew.
Whole Foods, when Whole Foods first started, we didn’t have the health craze that we have right now. There was a small group of people but that small group of people that Whole Foods got initially that was very health conscious, those were the folks that told their other very health conscious friends, this is the place you got to go. And so they exploded. Now the market has kind of caught up with them, they were set in place to be that unique thing.
Okay, so finally, how do you find your uniqueness? I think that’s the big thing here is as a business whatever you happen to being, that’s the hard thing. I always say, “Drill down three layers.” When I was a chiropractor that was the key. I’m a chiropractor but that doesn’t make me unique. Okay, well I’m a chiropractor who specializes in helping females between the ages of 25 and 35. That makes me a little more unique. My marketing gets more unique. The whole works gets more unique. Now, from that point, I am a chiropractor, this is three layers down, I am a chiropractor who specializes in helping pregnant females between the ages of 25 to 35. That marketing that I could put out there on the radio, TV, newspaper, all of those places, makes me unique over anyone else.
It also moves some people out of my market because they’re not for me but it moves a lot more people in and it makes me the kind of thing that people are going to talk about behind my back in a very good way.
Okay, so I hope you enjoyed that. Like I said, I always think about it, what about this business makes them a purple elephant? What about your business makes you a purple elephant? What makes you stand out? I hope the examples, the points that we covered in this video can help you actually get to that.
Okay, if you enjoyed this video, make sure you click the subscribe button and the little bell on the side. What that’s going to do is it’s going to notify you every time we come out with a new video and as you know, on this channel I’m always talking about how you can build the kind of business that you can run from anywhere from a backpack. Location does not matter. You can run the thing wherever you want to go and you can do really well. All right, so I hope you enjoyed the video. I’m enjoying teaching all this stuff. Leave me a comment below if you have a question. I’m here to answer it. If you just want to tell me, “Hey, the light’s shining a little too much on your head Atkins,” feel free to say that too.
All right, I am loving it. I’ve got more good stuff coming your way. I’ll see you next time.