Interruption Vs. Permission Marketing

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Chris Do
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academy.TheFutur.com
INTERRUPTION
VERSUS
PERMISSION
MARKETING

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VS
Interruption
Marketing
Takes
Attention
Permission
Marketing
Gives
Value

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INTERRUPTION
MARKETING…

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Mass media is
impersonal, and
ﬁghts for attention
through repetition.

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Mass media is
persistently
interruptive,
pervasively
following us on
television, radio,
print and the web.

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As a response,
we’ve learned to
mentally tune it out.

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Mass media
doesn’t attract,
it drives
customers away.

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Almost no one reads
magazines for their
ads. Almost no one
watches TV to be
interrupted by ads.
Almost no one looks
forward to an inbox
full of junk mail.
Seth Godin
Permission Marketing

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PERMISSION
MARKETING…

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Niche media asks
how might we
improve the quality
of life for our
customers.

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Niche media
creates value for
the customer in
exchange for
their time and
attention.

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Niche media
educates, inspires,
and empowers
customers.

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The best brand
builders see
greatness in their
customers, and ﬁgure
out ways to enable it.
Marty Neumeier
The Brand Flip

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MARKETING
ISGIVING
NOTTAKING

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Marketing is done
in the spirit of
generosity—
to help others
achieve their goals.
Seth Godin
This Is Marketing

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INSTEAD
OFSENDING
EMAIL

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SEND
ME-MAIL
*
Seth Godin

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Appeal to the
customer’s self
interest and
answer the
question, “What’s
in it for them?”

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MARKETING≠
ADVERTISING

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NICHE>MASS
MARKETING

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WANTMORE
CUSTOMERS?
STARTWITHA
CLEARPICTUREOF
WHOTHEYARE—

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Can you pick
them out from a
crowd? Do you
know who they
dream of
becoming?

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NOTSURE?

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When things
don’t add up,
start subtracting.
Keep going.
Find the
smallest viable
audience.

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Mass media is dead.
Long live niche media!
Seth Godin
Chris Do
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#TheFuturIsHere

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What are their
beliefs, opinions
and preferences?

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Where do they
get their
entertainment
and news from?

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Where do they
hang out in real life
and online?

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What causes will
they ﬁght for?
What ideas do
they ﬁght against?

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What are their
wants, needs,
hopes and fears?

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What are they
trying to get done
at work and
at home?

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QUICKTEST

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1.
If you had to buy
a personal gift for
your customer,
would you know
what to buy?

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2.
If you wrote a
letter, would you
know what to say
and where to
send it?

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3.
Are you clear
about their goals &
challenges? Do
you know what’s at
stake if they fail?

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DIDYOUPASS?

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Congratulations!
If you like this,
you’re going to love
what we have on
the last slide.

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IT’SA
NOISY
WORLD

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If you want to
attract customers,
you’ll have to do
something
different…

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Instead of
yelling, try
whispering…

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Turn strangers into
friends, and friends
into customers—
save them time.
Seth Godin

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LEADMAGNET(An incentive to volunteer to be marketed to)

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1. Solve a real problem
2. Deliver a quick win
3. Be super speciﬁc
4. Easy to digest
5. High value
6. Instantly accessible
7. Demonstrates your expertise
*OptinMonster.com
LEADMAGNET
CHECKLIST*

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Permission
marketing is an
offer to voluntarily
enroll in a long
term, interactive
marketing
campaign.

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❶LEAD
❷PROSPECT
❸CUSTOMER
⤻
⤻

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Permission
marketing is
anticipated,
personal and
relevant.
Seth Godin

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Interruption
Marketing
No
Not usually
Sometimes
Permission
Marketing
Yes
Yes
Yes
Anticipated
Personal
Relevant
Seth Godin

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WHERETO
START?

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Apply your
expertise in the
format that you’re
most conﬁdent in.

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If words comes
easy to you, write
a medium to long
form article, blog
post, white paper
or e-book.

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If you’re good on
camera, produce
a video.

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If you’re a
developer, create
a web app.

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If your strength is
in image-making,
record process
videos.

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If you have a great
voice, like to write
and research,
podcasting has
never been easier.

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If you’re a
designer, create
an info-graphic.

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If you are a mixed
media artist,
make an
animated video.

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Here are
some
additional
ideas…

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1. Checklist
2. Cheatsheet
3. Template
4. Swipe file
5. Examples
6. Toolkit
7. E-book
8. Resource list
9. Web App
10. Calendar
11. Worksheet
12. Workbook
13. Inspiration file
14. Prompts
15. Generator
16. Spreadsheet
17. Brushes
18. Project files
19. Tutorial
20. Gated content
*OptinMonster.com

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Remember,
permission
marketing is a
commitment to
building a long-
term relationship.
No shortcuts.

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Strangers → Friends → Customers → Advocates
BEPATIENT.
THISISAN
INVESTMENTAND
DOESNOTHAPPEN
OVERNIGHT.

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Chris Do
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Once you have a
piece of content
worth sharing,
now is the time
to use
advertising.

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Spend a little money on
advertising to jumpstart
your opt-in campaign.

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BIGMO!(Momentum)

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But don’t stop.
Obsess over
how you can
continue to
personalize and
deliver value to
the customer
over time.

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Chris Do
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1. This Is Marketing
2. The Brand Flip
3. The Brand Gap
4. Zag
5. Permission Marketing
6. The New Relationship Marketing
7. The 1-Page Marketing Plan
8. Building A Story Brand
9. DotCom Secrets
RESOURCES:

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Chris Do
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If you found this
helpful, I’d like your
permission to tell
you more about
how we teach
creatives the
business of design.
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Interruption Vs. Permission Marketing

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