“Permission marketing turns strangers into friends and friends into loyal customers. It’s not just about entertainment – it’s about education. Permission marketing is curriculum marketing
Seth Godin
Why is it that some businesses seem to skyrocket overnight, while others struggle for every inch of progress? One day, you’ve never heard of them, and the next, they’ve got a loyal customer base and a turnover that could make anyone’s head spin. It almost feels like they’ve tapped into some kind of magic—buyers flock to them like they’ve been waiting all along.
Some people credit it to social media marketing, with claims of “earning while you sleep.” But let’s be real—what’s the real story here? Is it just dumb luck? A blessing from above? Or is it a matter of perfect timing, the right product, the right moment? My son, who’s also my partner, believes it’s simpler than that—it’s about the hard work of genuinely connecting with people, and showing them why what you offer matters.
There’s some truth to that. The Law of Diffusion of Innovation teaches us that most big companies have crossed the chasm—their marketing now speaks to the early and late majorities, leaving the innovators and early adopters behind. And with deep pockets, they can dominate the conversation, pushing small businesses to the sidelines. But for those of us who can’t outspend the giants, we have to outsmart them.
Think about Red Bull. It didn’t become a global powerhouse because everyone loved the taste. No, they rewrote the narrative about energy, lifestyle, and identity. Brands like Nike don’t just sell shoes—they sell inspiration, aspiration. Coke only sold 25 bottles in its first year, and now they move nearly 2 billion a day. How? They created their own version of what Seth Godin calls the “Purple Cow”—something so remarkable, it demands attention. That’s the key.
At SlightlySkew, we believe business owners are responsible for crafting environments that fuel dedication, increase market appeal, and grow businesses sustainably. The question is, how do you create that Purple Cow in your market?
We start with two focus areas, but be warned—this is hard work, and not everyone is cut out for it. Without it, though, your business won’t stand a chance. First, know your customer—not just their demographics and psychographics, but their story. What are they trying to achieve? What’s the job they need done, and how will they measure success? That understanding is the key to creating a real value proposition—one that’s both functional and emotional. Shiv’s research shows that despite society’s fixation on rationality, up to 95% of decisions are driven by emotions. This insight is critical, especially when you’re working within a minimum viable audience, focusing on those early adopters who will champion your cause.
Armed with this knowledge, the next step is mapping out the touch points that will turn that minimum viable audience into loyal customers—from raising awareness and overcoming objections, to closing the deal and delivering on your promises. Every interaction needs to align with the kind of relationship your customers want. And that’s what fuels revenue growth.
What is the value of creating Market Magnetism?
- Cost Saving: Targeting a specific minimum viable audience will force marketing to be educational rather advertising. The touch points to do this tends to be cheaper especially with the persona knowledge created.
- Growing and Stabilising Your Offering: Because you are focusing on the innovators and early adopters the awareness will be made with great value propositions. The people in this segment, when you have convinced them of the value, tend to be patient and supportive while you are maturing your offering and marketing message.