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Permission Marketing Seth Godin – Chapter 2: The Way To Make Advertising Work Again Critical resource that is in chronically short supply Shortage of Attention TIME = This is unique to today’s information age because consumers are now willing to pay handsomely to save time, while marketers are eager to pay bundles to get attention. BIG PROBLEM for Marketers Anyone trying to save time Interruption Marketer Personal Anticipated Permission Marketing Relevant ENEMY By constantly interrupting what we are doing at any given moment, the marketer who interrupts us not only tends to fail at selling his product, but waste our most coveted commodity, time. Why? Interruption Marketing Alternative
Permission marketing offers the consumer an opportunity to volunteer to be marketed to. It is:
Anticipated – people look forward to hearing from you.
Personal – the messages are directly related to the individual.
Relevant – the marketing is about something the prospect is interested in.
= Godin, Seth. Permission Marketing. Simon & Schuster. New York, NY. 1999
Interruption Marketer Jeff Permission Marketing Jeff Will you marry me? Will you marry me? Will you marry me? NO! = Yes! Do you want to go on a date? Mr. & Mrs. Permission Marketing Jeff
Five Steps to Dating Your Customer
Offer the prospect an incentive to volunteer.
Using the attention offered by the prospect, offer a curriculum over time, teaching the consumer about your product or service.
Reinforce the incentive to guarantee that the prospect maintains the permission.
Offer additional incentives to get even more permission from the consumer.
Over time, leverage the permission to change consumer behavior toward profits.
Permission Marketing is just like dating. It turns strangers into friends and friends into lifetime customers. Permission Marketing lets you turn strangers, folks who might otherwise ignore your unsolicited offer, into people willing to pay attention when your message arrives in an expected, appreciated way. A Permission Marketer gets a job by focusing on one company and networking with it, consulting for it, and working with it until the company trusts him enough to offer him a full-time position. After 3 or 4 months dating