Seth Godin’s bestselling book Purple Cow describes how companies can be “remarkable”.

We’re currently spending a lot of time discussing purple cows.   We’re not getting 100% of small businesses that come to our site signing up with their email address to get access to our new services – and its killing me.

Here’s what we’re thinking of implementing:

• Get our messaging on target to share our passion for what our software can do to improve the way they interact with their customers – to transform their business by automating a lot of manual processes, involve the customer in developing customer knowledge, and creating a dedicated customer space that will blow their minds.

• Deep discount for early adopters.  Signup now to get access to our first release – warts and all – give us feedback and grow with us.  If you invest your time with us, we’ll invest in your business by providing free upgrades, support, and amazing service… for life.  We’ll provide a limited number of free or highly discounted lifetime licenses.

I’m nervous about using price as the draw – I think price is always an important factor for small businesses, but our service is a premium offering, not a web2.0 knock-off, and I worry that focusing on the price may be putting the emphasis in the wrong place.  We may want to focus instead on something unique and remarkable around our service instead of focusing on the software…

But I want 100% of the small businesses who come to see us to jump on board.

I’m going to reach out to some marketing professionals who have experience with “remarkability” for some more ideas.

photo courtesy of Linda Cronin.