The document introduces the concept of permission marketing as an alternative to traditional interruption marketing. Permission marketing focuses on only communicating with people who have expressed interest and given their permission, rather than interrupting people whether they want to hear from you or not. It aims to attract and retain customers through building long-term relationships based on respect and relevant, anticipated communications. The key is moving people along a permission ladder from stranger to loyal customer through incentives at each level of engagement.

1. Permission Marketing An introduction to the Seth Godin way of marketing

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

11. They’re just not listening anymore

12. It’s time to stop and try something else

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

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

15. It realises that treating people with respect is the best way to earn their attention

16. It aims to attract, interest, convert and retain customers in long-term relationships by only marketing to people who give their permission Once someone has expressed an interest in what you are selling, it asks for their permission before contacting them again

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

18. Once a prospective customer volunteers his or her time to hear what you have to say ...

19. ...you're on your way to establishing a long-term relationship with them and making a sale

20. It’s Opt-In for the consumer not Opt-Out

22. Not an unwelcome interruption Not an unwelcome interruption

23. Every contact with the prospective customer, should move them one step further up the “permission” ladder

24. From Stranger to Friend, Friend to Customer and Customer to Loyal Customer

25. The Five Permission Levels Intravenous – the marketeer makes the purchasing decision on behalf of the customer eg book clubs, magazine subscriptions Purchase on Approval – customer pays in advance but doesn’t necessarily use the product/service eg gym club subscription Loyalty Points – customer buys more of the product/service in response to incentives eg Air Miles, Loyalty Cards Personal relationships – individual –to - individual but not transferrable Brand Trust – a trustworthy name can take over 50 years to build and can be over-stretched Situation – Opportunistic eg “Do you want fries with that?” at McDonalds

26. 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

27. The only time “Interruption marketing” is ever acceptable is the very first time contact is made

28. By replying to an advert, exchanging business cards at an event, sending an enquiry via your website, being referred by someone else...

29. Anything else is just unwelcome junk

30. And wins new business! Regular contact builds familiarity and trust over time