What's Your Purple Goldfish?: How to Win Customers and Influence Word of Mouth

by Stan Phelps

What's Your Purple Goldfish is about differentiation via added value. Marketing to your existing customers via G.L.U.E. (giving little unexpected extras). The end result is increased sales, happier customers and positive word of mouth. Praise for WYPG? "In business you must do something that's above and beyond what's expected. Phelps shows the ingredients behind creating signature extras that are unconventional and innovative. Every business should be asking themselves, "What's our Purple Goldfish?" -Tony Hsieh, NY Times bestselling author of "Delivering Happiness" and CEO of Zappos.com, Inc. "Influence isn't a score, it is the ability to cause, effect or change behavior. Phelps shows marketers how to add that 'little something extra' that influences consumer behavior and drives word of mouth." - Brian Solis, Author of The End of Business as Usual, Named a Top 2011 Business Book by Publisher's Weekly “What's Your Purple Goldfish? is the new benchmark for customer service and experience excellence. The single source for numerous concepts and innovations that can help build the foundation for a world class brand! (I just hope my competition doesn't find this book.)” - Chris Zane, Author of Reinventing the Wheel - The Science of Creating Lifetime Customers “Stan’s approach of delivering the unexpected, lagniappes, is a great way to break from the pack and instill a mindset of customer delight across your company.” - Bruce Temkin, Author of The 6 Laws of Customer Experience “Your project has been an inspiration. I’ve talked about it many times, and included links in my articles. CEM can be complicated, but your examples show that with some creativity, companies can stand out by doing a little something extra.” - Bob Thompson CEO of CustomerThink.com, the world's largest community dedicated to customer-centric business, Author of Harnessing the Wisdom of Crowds in Customer Service and Support “What's Your Purple Goldfish? busts a myth and reveals a simple truth about customer service. Stan uncovers the recipe for creating signature added value that increases customer satisfaction and drives positive word of mouth.” - Barry Moltz, Author of Bounce, Crazy and B-A-M “What's Your Purple Goldfish? is unique in that it doesn't leave you asking ‘Now what?’ after you've read it. It's filled with actual illustrations of what successful businesses are doing right now to differentiate themselves and add value to their customers' experiences.” - Steve Curtin “What's Your Purple Goldfish? is a great guidebook full of real-world examples business owners can use to increase great experiences to delight and surprise their customers. Read this book before your competitors do or be left in the dust.” - Phil Gerbyshak, Author / co-author of 10 Ways to Make it Great! and #Twitterworks “I have been a huge fan and contributor to The Purple Goldfish Project since inception because many companies talk about being ‘customer centric’ but few actually are. This project is a reflection of all those great companies that are getting it right every day, winning the hearts and minds of their customers one customer at a time!” - Paul Dunay, Author of Facebook Marketing for Dummies “At the heart of the marketing lagniappe concept lies the truth that we cannot simply meet the expectations of customers. Every experience starts with a person who had a need they would trade something of value to have solved. Lagniappe can create the difference between needs not solved or solved poorly, and needs solved so well we happily tell others of the experience. Purple Goldfish, crafted wisely in customer experiences, can be the difference between mediocre and great business performance.” - Linda Ireland, Author of How Customer Experience Can Tip Everything In Your Business Toward Better Financial Performance How do you stand out in a sea of sameness?

Genres: Business

208 pages, Paperback

First published January 4, 2012

Reviews

[Jack · Rating 5 out of 5]

If you are a business owner or in sales, marketing or customer service, you should read this book. A purple goldfish stands out in a bowl of regular goldfish, and this book will show you how your business will stand out from the sea of sameness. The secret is to do a little something extra to surprise and delight your customers. That little something extra that makes you memorable and instills loyalty and word of mouth marketing.

The best part is that author Stan Phelps has gathered over 1001 examples of companies that are doing this so you can see real world examples that are already working in many different industries.

[Cresanna Kahrl · Rating 5 out of 5]

How do you promote your company or brand? Do you pour thousands into advertising with mediocre results? Stan Phelps introduces us to the concept of marketing lagniappe ... Going beyond a customers expectations, building goodwill and creating powerful word-of-mouth connections. A must-read for small-business owners and marketing professionals at all levels!

[Jess Sweitzer · Rating 5 out of 5]

I began reading this for one aspect of my life but in the end will use it in so many other areas. it was a great read and I recommend it no matter what your "business" May be.

[Kevin · Rating 4 out of 5]

This is a great and quick read on a key marketing strategy with plenty of examples and applications.

[Eric · Rating 5 out of 5]

Give extra get more customers

Give extra get more customers

This book gives great advice on how to treat customers to make sure they are guaranteed to come back. This is now has a laginiape. This means you give the customer a little extra for their money. Filled with wonderful examples and great anagrams such as GLUE (read the book to find out the meaning.)

[Tamara · Rating 4 out of 5]

I took a while to read this book, which is kind of sad because it’s not that long of a book. “What’s your purple goldfish?” Is about how to get people to not only buy your product, but to talk about your business.
The book makes use of stories of popular businesses who’ve made use of the principle of differentiation to secure their position not only in a market, but in public image.
It’s laid out well for skimming back through as a reference. The headings and summarization at the end of the book were useful to me when I went back through the book for my personal notes on it. (Yean. I’m the kind that takes notes on books I’ve read)
I would recommend this book to anyone starting a business and trying to decide what to do for their customers to set them apart from the competition.

[Glenn Hunter · Rating 5 out of 5]

Purple Goldfish is Marketing Royalty

Stan Phelps writes how he speaks. His combination of knowledge, perspective and authenticity makes for a great read. By using real customers and situations in his text, he delivers a book that I can return to for details. I can also remember many examples because they were so vivid!

[Jacob Rouse · Rating 1 out of 5]

Laganiappe - creole for "a little something extra"
DoubleTree Inn - Chocolate Chip Cookies
Five Guys - Peanuts
Texas Road House - Peanuts
Wells Fargo - suckers
BMW - overnight test drive

There is no such thing as being on time. Being on time is a fallacy. You are either early...or you are late. No one is ever on time. On time is a myth.

"There's no such thing as meeting expectations. You either exceed them or you fall short."

1. Size of the Environment = the Market
2. Number of Goldfish = Competition
3. The Quality of the Water = the Economy
4. How they're treated in the first 120 days of life = Start-up phase/launch
5. Genetic Make-up=Differentiation
The only thing you have control over is your business' genetic make-up or how you differentiate your product or service

Purple goldfish is NOT just a baker's dozen, because that is expected.

R.U.L.E.S
Relevant - the item or benefit should be of value to the recipient
Unexpected - the extra benefit or gift should be a surprise. It is something thrown in for good measure.
Limited - if it's a small token or gift, try to select something that's rare, hard to find, or uniqie to your business.
Expression - many times it comes down to the gesture. It becomes more about "how" it is given, as opposed to what is given
Sticky - is it memorable enough that the person will want to share their experience by telling a friend of a few hundred?

G.L.U.E
Giving Little Unexpected Extras

"There are no traffic jams along the extra mile"

12 Categories of Purple Goldfish
1. Throw-ins - little extras that are included with your product of service. They help you stand our in a sea of sameness.
2. In the Bag / Out of the Box - little unexpected things that are added as a surprise.
3. Sampling - give your customer an additional taste by offering a free something extra on the house.
4. First and Last Impressions - you have two chances to make an impression. When your customer comes through the door and right before they walk out, hang up or log off. These little extras make you memorable and more importantly talkable.
5. Guarantees - giving your customers that little extra pledge that you'll stand behind your product or service
6. Pay it forward - give a little extra back to the community
7. Follow-up call - make a little extra follow-up with your customer
8. Added service - the little extra that's an added unexpected service
9. Convenience - the little extras you add to make things easier for your customers
10. Waiting - all customers hate to wait. If its inevitable, how can you do a little extra to make it more bearable
11. Special Needs - acknowledging that some customers have needs that require special attention
12. Handling Mistakes - admitting that you're wrong and doing the little extra above and beyond to make it more than right.

"A fellow who does things that count, doesn't usually stop to count them." - Albert Einstien
"The secret to success is to treat all customers as if your world revolves around them." - unknown