Published on January 9, 2009
Permission Marketing An introduction to the Seth Godin way of marketing
“ Businesses can no longer rely on traditional forms of "interruption marketing" in magazines, mailings, telemarketing, radio or television”.
(As the name implies, interruption marketing is a way of communicating with potential customers whether they want to hear from you or not...)
The more noise there is out there, the more businesses have to do to try and get your attention
It means shouting out their message to as many people as possible
And hoping that if they keep on trying , sooner or later, someone will be interested in buying whatever it is they’re selling
But today’s consumers are bombarded by so many marketing messages
They’re just not listening anymore
It’s time to stop and try something else
“ Permission Marketing” is the opposite of “Interruption” Marketing
It doesn’t interrupt people’s time, space or peace of mind
It realises that treating people with respect is the best way to earn their attention
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
So only the people who are genuinely interested in what you’re selling, hear from you...
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
It’s Opt-In for the consumer not Opt-Out
It means that every communication is: Anticipated Relevant Personal
Not an unwelcome interruption Not an unwelcome interruption
Every contact with the prospective customer, should move them one step further up the “permission” ladder
From Stranger to Friend, Friend to Customer and Customer to Loyal Customer
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
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
The only time “Interruption marketing” is ever acceptable is the very first time contact is made
By replying to an advert, exchanging business cards at an event, sending an enquiry via your website, being referred by someone else...
Anything else is just unwelcome junk
And wins new business! Regular contact builds familiarity and trust over time
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