The document discusses the concept of "permission marketing" as an alternative to traditional "interruption marketing". Permission marketing involves only contacting people who have expressed interest in your product or service, rather than interrupting people through ads. It argues that permission marketing builds better relationships with customers by allowing frequent, relevant contact over time among those who opt-in, moving them further up a "permission ladder" from awareness to loyalty. In contrast, interruption marketing bombards everyone in hopes someone will buy, but people are overwhelmed by messages today.

1. PERMISSION
MARKETING
SETH GODIN

2. "Businesses can no longer rely
on traditional forms of
'interruption marketing' in
magazines, mailings,
telemarketing, radio or
television."

3. (As the name implies, interruption
marketing is a way of communicating
with potential customers whether they
want to hear from you or not...)

4. The more noise there is out
there, the more businesses
have to do to try and get
your attention.

5. It means shouting
out their message to
as many people
AS POSSIBLE

6. And hoping that if they keep on trying,
sooner or later, someone will be interested
in buying whatever it is they’re selling.

7. But today’s consumers are
bombarded by so many
marketing messages

8. THEY ARE
JUST NOT LISTENING
ANYMORE

9. IT IS TIME TO STOP
AND DO SOMETHING ELSE

10. “ Permission Marketing” is the
opposite of “Interruption”
Marketing

11. It doesn’t interrupt
people’s time, space or
peace of mind

12. Once someone has expressed an
interest in what you are selling, it asks
for their permission before contacting
them again

13. So only the people
who are genuinely
interested in what
you’re selling, hear
from you.

14. Once a prospective
customer volunteers
his or her time to
hear what you have
to say...
you're on your way to
establishing a long-term
relationship with them and
making a sale.

15. I T'S OPT-IN
FOR THE CONSUMER, NOT OPT OUT

16. It means that every communication is:
Anticipated
Relevant
Personal

17. EVERY CONTACT WITH THE PROSPECTIVE
CUSTOMER,
SHOULD MOVE THEM ONE STEP
FURTHER UP THE
'PERMISSION LADDER'

18. 5 The
Permission
Levels
Intravenous
The marketeer makes the purchasing
decision on behalf of the customer (e.g.
book clubs, magazine subscriptions).
Purchase on Approval
Customer pays in advance but doesn't necessarily use the product/service
(e.g. gym club subscription).
Customer buys more of the product/service in response to incentives (e.g. Air
Miles, Loyalty Cards Personal relationships) – individual–to -individual but not
transferable.
1
2
3
4
5
Loyalty Points
Brand Trust
A trustworthy name can take over 50 years to build and can be over-stretched.
Situation
Opportunistic (e.g. “Do you want fries with that?”) at McDonald's.

19. Once first contact has been
made, then every following
contact should offer an
incentive and be more and
more tailored to answer the
prospective customer’s
business problem.

20. The only time “interruption
marketing” is ever acceptable
is the very first time contact is
made

21. REGULAR CONTACT
BUILDS FAMILIARITY
AND TRUST OVER
TIME.
...and wins new business!