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This is a business coaching episode about creating, developing, and promoting the visibility of your brand.

Results-Focused Training, Tools, and Workshops from Expert Business Coaches.

Featured Coaching Excerpt - Notes & Transcript, Part 1
  • (Transform Your Business by Being Remarkable): Purple Cow - Seth Godin
  • "If something is remarkable, it is something people will remark about."-Arthur Greeno
  • "If your marketing isn't remarkable it's invisible". -Seth Godin
  • Lesson Nugget: If you are marketing the way everyone else is, you are not breaking out of the clutter.
  • Lesson Nugget: Your purple cow is what you do to break out of the clutter and get noticed.
  • Ask Yourself: Am I a lazy marketer?
  • Fun Fact: In America, less people work on Sundays than other days.

lynda.com of branding, grow your business

-My name is Clay Clark, and I'm the CEO of Thrive15.com. I'm also America's most pale man and you might have seen me in such feature films as-- there's too many to name, really. But I'm joined here today with Arthur Greeno. This guy is a two time Guinness World Record setter. He's a venture capitalist. He's a father of six. And he happens to be a branding guru. And he's going to be teaching us specifically how we can move from invisible to being memorable with our branding as you are growing your business.

So as you're watching today's episode on how to grow your business, you really have to pay attention. Because he's going to be teaching some very specific moves that we could all apply in our business to make our company stand out and to break out of that clutter of commerce. Because if no one knows our business exists, it's hard for people to pay us. So as you're watching today's episode, make sure you pay close attention. Because the principles in today's episode can absolutely change your life.

If your business is stuck in that clutter of commerce and you're invisible and people don't know you exist, if you're that business no one's ever heard, if you're that product that no one's ever seen, then it's going to be hard to sell something. So today's episode could be worth millions and millions of dollars to you. Now remember, at thrive15.com, we all believe that knowledge without application is meaningless. So as you're watching today's episode, just make sure that you take the time to ask yourself specifically what you need to do to apply these principles in your own life and business. Otherwise, today's episode may just be more meaningless than an apology from Barry Bonds or Sammy Sosa or Rafael Palmeiro or Jason Giambi or--

All right. So Arthur, we are here today talking a little bit about marketing a business. How to really brand a company. And I have a green pen. I've got a digital pen. You have a pen.

-I do.

-I'm excited to see you. So let's just dive on into it, my friend.

-I'm in.

-So here we go. We're talking about how to move from invisible to memorable. Now Arthur, I'm Seth Godin, this is a best selling author. He wrote a book called The Purple Cow. And in this book he explains that the idea is, if you're driving down the road-- I don't know if you ever drive down the road with your kids on vacation or something--

-I do. So you're driving down the road and then you look out the window and you see a bunch of cows. It's a general rule, unless you own a Chick-fil-a you probably don't stop and pay homage to the cows. Is that right? You just keep on going. But if you see a purple cow, as a general rule you'd probably stop and go, what is this cow? It's purple.

-Awesome.

-Yeah, and you're like-- and I have a nine year old. So she would say, dad, we need to pull over and see it. So we pull over and then my five year old's like, oh my gosh! We have a purple cow. And we'd pull over and then other cars would pull over. And pretty soon there would be a huge line of people to look at the purple cow. And in business, the same sort of phenomenon happens when something stands, it breaks out the clutter. And so Seth Godin says, "if your offering isn't remarkable, then it's invisible." So in your mind, in terms of branding and marketing, was does that mean?

-Well, one of the terms we use all the time is, when things are remarkable, it's something you're going to remark about. So we use that term remarkable. It's a big work for us. It's how do we make the experience at Chick-fil-a remarkable, or the advertising remarkable. And it's absolutely about what makes people stop and go, huh. Even if that's all you get, they still stopped. There's plenty of other places that they're just going to pass on by.

-Now one of the things that I wanted to ask you is, regardless of what best practice marketing case study that you read or I read, it always talks about breaking out of the clutter of commerce. And it always says you got to get noticed, you've got to get attention. Well I feel like I work with small business owners all the country as a consultant, and I feel like there's a lot of companies-- if you're watching this and your name's Roy and your company's called Roy LLC, I'm not trying to offend you.

I'm just giving an example. But there's a guy out there probably right now name Roy's Plumbing LLC, or it Dave's Roofing or something like that. And there's all these companies that are not noticeable. Why is that in your mind? Why are companies not breaking out of the clutter? I feel like everyone knows we need to do this, but why are we not doing it in your mind? do most companies not do this? You know business owners. Why aren't they doing this?

-Absolutely. And the business owners I know that don't do that is because, frankly, they like to do lazy marketing. When you do lazy marketing, you get what all other lazy marketers get. And that's just to be right in the middle of the herd.

-So you think it's kind of just a lazy marketing decision?

-I do. I think it's easy. It's-- yeah.

-It's the safe move. But it seems safe, but it actually pays you less. I mean, it's more risky, I guess. Because you get paid less.

-Yeah, it is. But a lot of people don't get that, because they just see everybody else doing the same old thing. It's kind of like the reverse of the purple cow. Everyone else is doing that, so they do the same thing. But yet it's not being remarkable.

-Well you know, at Chick-fil-a, you guys have a lot of purple cows.

-Yes, we do.

-You guys are closed on Sunday. You have a cow as a mascot. And your customer service is absolutely legendary. Let's kind of break it down now here. So you're closed on Sundays. Now logically, I would think, pragmatically-- well, you guys are probably killing about one seventh of your sales. Does it hurt your sales to be closed on Sundays.

-Well, since we've never been opened on Sundays, it really doesn't hurt our sales. But if we did, could we make more money if we were open on Sundays? Absolutely. And it would probably be better than a seventh because Sunday is a high retail day for a lot of people.

-Because more people are home from work?

-Correct.

-Now does being closed on Sunday ever offend customers? Are there customers who are offended? I am offended you're closed on Sunday. Why aren't you open on Sunday, man?

-The only time that's ever happened is like, if I'm up there on a Sunday and sometimes if we're up there on Sundays it's the only day that gets painting done or something like that because of how busy we are. And customers will literally get in the drive-through and start honking at each other trying to get in line first, when there's no other customers in line. And there's been times I walk out and they start yelling at me like, your people are really slow.

And I'm kind of going, well, I'm sorry.

-We're super slow on Sunday. Now, have you ever had a customer tell you they didn't appreciate you being closed on a Sunday?

-Never. Not once.

-Have you ever had a customer tell you thank you for being closed on Sundays.

-I've had tons of customers tell me thank you.

-What kind of things do they say?

-We've had them say, we appreciate you standing up for your beliefs. I think it's a wise business move. They think it's wise for us as business owners. Because one of the things that you talk about in your wheel of wealth is balance. And really, being home with your family on a Sunday is very balanced and it really helps keep your focus.

Featured Coaching Excerpt - Notes & Transcript, Part 2
  • Lesson Nugget: To truly be successful, you must balance your relationships along with your work.
  • Lesson Nugget: Your "Purple Cow" can be anything from your physical location to your business hours, as long as it is unique and desired.

[THEME MUSIC PLAYING]

-What is Chick-fil-A's beliefs? Why is it closed on Sundays?

-Well, when Chick-fil-A first started, Truett Cathy had what he called the Dwarf House. And the Dwarf House, really, was a seven-day-- well, six days a week, 24 hours a day operation. And so, to be honest, it was probably [INAUDIBLE] .

CLAY CLARK: Called the Dwarf House?

-It's called the Dwarf House.

CLAY CLARK: Can people Google this and find the Dwarf House?

-People can. It's in Atlanta, Georgia, and if you ever go there, you've got to have a Hot Brown. It's amazing.

-Hot Brown?

ARTHUR GREENO: Yep. It'll stop your heart but it's great.

-Is it still around? This Dwarf House? What is a Hot Brown?

-A Hot Brown has cut up Chick-fil-A chicken in there and cheese and cholesterol--

[DINGS]

-I mean, it's just this big, goopy mess but it's amazing. But it's remarkable is what it is. Every time I go to Atlanta, I got down there and have one. But that's where Chick-fil-A got started. And Truett was just tired at the end the week. I mean, he's just working all the time. It's a 24-hour a day operation. But Truett is also a strong Christian. And so for him, it was on the seventh day, which on Sunday, he would go to church.

-And so he would take that day off to go to church and then the employees are kind of encouraged to be with-- I think, today, in some your handbooks, it encourages employees to be spending time with their families?

ARTHUR GREENO: Absolutely.

-On Sunday? Is that kind of--

ARTHUR GREENO: Yep. And that's what I talk to my management about. I tell them all the time-- guys, you need to balance your life. Go enjoy Sunday.

-Now do you have any people you feel are loyal to the brand because you're closed on Sundays? People who are like, I'm going to eat here on Saturday. I'm going to eat here a little more often than I normally would because I believe in the values of Chick-fil-A.

-I bet there are some like that. I've never had anyone come to me and say that. But what happens is, naturally, we know Chick-fil-A's closed on Sundays so it's like, well, we'd better get in there before they're closed. It's kind of one of those if you're having a special promotion, and you shorten the length of it, like a limited time offer, like if we're doing a milkshake at Chick-fil-A, we're not going to have the same milkshake all year long. So we may do a banana milkshake, which is one of my favorites.

And so when they do the banana milkshake, they do it for like three months. So that way, next year or two years later when they do it, people are coming in there going oh, it's a limited time. It's a limited time. So I think to some degree, people know we're closed on Sundays and so they try to get in during the week. But on the flip side, people have actually-- we've had some raving fans that have made songs about us being closed on Sundays.

CLAY CLARK: So I've heard about this.

-Yeah. There was a song that some guys did, the raving fans of ours, and says, see you on Monday. And it's a love song about Chick-fil-A being closed on Sunday.

CLAY CLARK: How they yearn for it to be open on Sunday, right? They want it to be open?

ARTHUR GREENO: Yes.

CLAY CLARK: And we can Google this? If I'm somebody watching this right now, I can Google See You on Monday?

ARTHUR GREENO: Yep.

CLAY CLARK: And they made this for you? It's like a professionally produced video.

ARTHUR GREENO: Professionally produced video. And these are made by raving fans. Talk about remarkable. These guys love Chick-fil-A. They're actually customers of mine at my restaurant and they said, Arthur, we want to do this video. I said, that's great. Let's do it. And I said but I've got to preview it because I get in enough trouble with the home office. I don't need you assisting in that. And so they previewed it to me and it was an amazing video. And it has, I think, right now, at this date, probably about 300,000 hits.

CLAY CLARK: That's beautiful. Now, I'm going to ask you this. So as far as your hours and making those a purple cow or something that kind of stands out-- I know that one of our Thrive partners, a Dr. Zoellner, He's an optometrists.

And I don't know if anybody here has ever been frustrated, but typically, a lot of doctors are open Monday, Tuesday, Wednesday, Thursday, Friday. And then they are not typically open on Saturdays. So what he did is, like, he said, hey, you know what? I'm going to be open a little bit later. Most of these places are 9 to 5.

So he said I'm going to be open from 5 to 7. I'm going to be open from 9 to 7 every day. So that was kind of his move. He'll be open until 7. And he also added Saturday.

I don't know if he's open Sunday. I can't remember offhand, but I know he's open more hours. He's open from 5 to 7 as well as on Saturdays. If I'm a business owner and I'm watching this, would you recommend that I maybe look at my hours and maybe look for a purple cow idea right there?

-Absolutely. If you're looking to be different than everybody else, and everybody else is doing the exact same thing, that's a great move on your part.

-I think Outback is only open-- they're one of the first people to be open starting at noon. And it was famously because the owners of Outback, the founders, they didn't want to be up before noon. And so that's kind of, like, their business model. But I mean, we can do this. There's no, like, sacred cow that says you have to be open--

-That's correct.

-9 to 5. You don't have to be open there.

Featured Coaching Excerpt - Notes & Transcript, Part 3
  • Fun Fact: The cows originally appeared in 1995 and were taken down briefly during the Mad Cow Disease scare.
  • Lesson Nugget: Find what your competition is doing and find your "Purple Cow" that makes you stand out.
  • Lesson Nugget: Look at other industry business' marketing and strategies to get inspiration for your own business.

[THEME MUSIC PLAYING]

-Now, another purple cow that you guys do at Chick-fil-A is you guys actually have a cow that markets your chicken business.

ARTHUR GREENO: Right.

-Which, again, counter-intuitively, and I'm not ripping other chicken companies, but you have like Charlie's Chicken, you've got Popeye's Chicken. You've got a lot of chicken places and they all tend to have some sort of chicken logo. And you guys have a little chicken going on there in the logo, but yet you have a cow that's kind of like your primary mascot. When did the cow come about? What's going with the cow?

-I started in 1988 and the mascot doodles probably went for about another four or five years until they introduced the cow that holds a sandwich board that says "Eat more chicken" on it.

-I'm a business owner-- and what most people in our country today, 97% according to the SBA, 97% of all of our business owners have 10 employees or less. And I don't know the stats on this other than I see these people all the time, but I would speculate that 9 out of 10 business owners that I have met do not have a purple cow. They don't have a mascot.

ARTHUR GREENO: That's correct.

-I'm in the process of putting a honey badger auto wrapped on my Hummer right now. And I'm trying to get a pet honey badger but I found out they'll kill humans, so I'm not going to get one. But talk to me about mascots. If I own a business, should I get a mascot? Is that what I need? Do I need a chicken, cow thing?

-I think that it really depends on your business and what you're trying to accomplish. You're looking for that thing that's going to make people remark about your business, OK? If you're in a roofing company--

CLAY CLARK: Yep, I'm going to go with roofing and I'm going to let you just dominate that. Roofing. What would you do?

ARTHUR GREENO: If you're in a roofing company and-- I don't know if I'd go with a mascot, necessarily, it just kind of depends on what you're doing. But if you want to be different than the other guys, study what the other guys are doing. Take a look at what they're doing and say I want to be different. If all their marketing is direct mail pieces, well, what can you do that's not direct mail pieces that are going to make people stand up and notice you? Like for example, if your local school needed repairs on their-- we're in Oklahoma, so we have tornadoes probably--

-Severe weather a lot, yeah.

-So if that happens, maybe step in and say, you know what, I'll be happy to take care of your-- repair your roof for free. In return, I would like some advertising and I would like you guys to talk about it.

-I was thinking about the roofing because I actually work with a roofing company. And the whole phrase "the roof is on fire," you hear that a lot. Well, I went to Oral Roberts University where we have eternal flame. And I thought if I had a roofing company, I might have my roof eternally burning or something.

ARTHUR GREENO: That'd be kind of cool.

-You know, do something where it's always like-- but I think the key is being memorable, again, it's being noticeable. Now, the reason why I like to put you on the spot with this question is because a lot of business owners they feel like they're on the spot. It's like, I just don't know how to come up with an idea. I know another move I do is I like to study a successful company and I'll try to like apply maybe their marketing idea to my company. How do you come up with your memorable ideas?

-What I do, honestly, is I look-- one time I was at the fair and I was walking by this booth that this guy had. And I was looking at everything they had and I was just watching the way they did it. And the guy goes, hey, buddy. And called me over and says, what did you steal? And I was like, what? And he does, what did you steal?

And I was like, I didn't steal anything. And he said, what'd you steal with your eyes? And he goes, I saw the way you were looking. And he goes, you were looking with a purpose. And he said my grandfather said make sure that you always steal something with your eyes.

And so I'm always-- when I'm looking at other businesses, I'm thinking can that apply to my business? Is there a way to do it? And you know what? I may look at the way they do and say, you know what, that'll work for them, but it wasn't near big enough.

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