Book Review: "Permission Marketing"

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Monday, January 08, 2007

Book Review: 'Permission Marketing'The average consumer sees about one million marketing messages a year which comes out to be about 3,000 per day. By reaching out only to those individuals who have signaled an interest, permission marketing enables companies to develop long-term relationships with customers, create trust, build brand awareness, and greatly improve the chances of making a sale.

Book Review: 'Permission Marketing'
"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."

To gain the attention of consumers, marketers must cut through the clutter. According to "Permission Marketing", the average consumer sees about one million marketing messages a year which comes out to be about 3,000 per day. In this book, Godin explains that traditional advertising, the process of snatching ones attention away from whatever it is that he or she is doing, is no longer working. Instead, marketers and business owners should be focusing on "Permission-based" Marketing efforts which offer consumers incentives for accepting advertising voluntarily... through such things as an email newsletter for example.

By reaching out only to those individuals who have signaled an interest in learning more about a product, Permission Marketing enables companies to develop long-term relationships with customers, create trust, build brand awareness, and greatly improve the chances of making a sale.

Here are a couple of key differences between an Interruption Marketer and one that uses Permission Marketing:

  • An Interruption Marketer looks for a job by sending a resume to 1000 strangers. 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.

  • A book publisher that uses Interruption Marketing sells children's books by shipping them to bookstores, hoping that the right audience will stumble across them. A Permission Marketer builds book clubs at every school in the country.

  • An Interruption Marketer sells a new product by introducing it on national TV. A Permission Marketer sells a new product by informing all his existing customers about a how to get a free sample.

Book Review

Permission Marketing by Seth Godin is absolutely a great read, and one that I encourage all marketers and website owners to check out. This book provides a thorough explanation on how to market with permission, and includes ideas and strategies as well.

Imagine for a moment how effective your marketing would be if you had individual relationships with all of your customers and each had agreed to receive your company's advertising, either because they want the information or because they've been tempted by an incentive. We're talking marketing bliss!

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