Is Your Fitness Business a Purple Cow?

Book cover via Amazon

A purple cow?

That’s right, a purple cow.  Are you, or is the product or service you provide, a purple cow?

You’re probably thinking “No, and what the heck are you talking about?”

What I’m talking about is “What makes you or your services unique and remarkable?”

Author Seth Godin explains it like this: If you drive past a farm, and all of the cows are out in the field, what do you see?  A bunch of cows, that all look alike.  Drive past the next farm, and all of the cows there look just like all of the cows you just saw.  Every cow is the same as the other.  You’d probably never give them a second thought.

Now picture all of the same cows in the field, except this time, there is also one purple cow.  Now that cow stands out.  It it different.  It is unique.  It is special.  You’ll tell people about the purple cow because it is remarkable.

So, is your business remarkable?  Do you stand out?  Or are you just another trainer in a big field of trainers?

I know, you think you’re different.  So do all of those cows in the field.  And they are.  Some have more spots.  Some are taller.  Some moo louder.  But to the outside observer, they are all just cows.

Except for the purple cow.  It is remarkable, and people will spread the word about the purple cow.

What does this have to do with you?  Everything.

Do you want to be a real success in this industry, or just another trainer in a big field of trainers?  Does the outside observer (your prospect) see you as just another trainer?  Or do people see you or your services as a purple cow, one worth telling everyone they know about?

Find what makes you unique and remarkable, and you’ll create legions of people talking about you.  Be different.  Don’t be boring.

(And, no, another certification doesn’t make you unique.  News flash: None of your customers have a clue what any of your certs mean.  So if you are one of those trainers who needs to put an alphabet of certification acronyms after your name to feel important, please stop.  That doesn’t impress anybody.)

If you want to learn more about making your business unique, I highly recommend you read Seth Godin’s book, “Purple Cow”.  Last time I checked, you could pick it up for about 13 bucks on Amazon.

Best of Success,
Dave

ps – One way to differentiate yourself is to offer your clients products that they can’t get in stores, and can only get through fitness pros like you.  If you aren’t yet a Prograde Fitness Pro, you owe it to yourself to check it out.