PERMISSIONMARKETING
SETH GODIN
"Businesses can no longer relyon traditional forms of
'interruption marketing' inmagazines, mailings,
telemarketing, radio ortelevision."
(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 outthere, the more businesseshave to do to try and get
your attention.
AS POSSIBLEas many people
It means shoutingout their message to
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 arebombarded by so many
marketing messages
THEY AREJUST NOT LISTENING
ANYMORE
IT IS TIME TO STOPAND DO SOMETHING ELSE
“ Permission Marketing” is theopposite of “Interruption”
Marketing
It doesn’t interruptpeople’s time, space or
peace of mind
Once someone has expressed aninterest in what you are selling, it asksfor their permission before contacting
them again
So only the peoplewho are genuinelyinterested in what
you’re selling, hearfrom you.
Once a prospectivecustomer volunteers
his or her time tohear what you have
to say...
you're on your way toestablishing a long-term
relationship with them andmaking a sale.
I T'S OPT-INFOR THE CONSUMER, NOT OPT OUT
It means that every communication is:
Anticipated
Relevant
Personal
EVERY CONTACT WITH THE PROSPECTIVECUSTOMER,
'PERMISSION LADDER'
SHOULD MOVE THEM ONE STEPFURTHER UP THE
5The
Permission
Levels
Intravenous
The marketeer makes the purchasingdecision on behalf of the customer (e.g.book clubs, magazine subscriptions).
Customer pays in advance but doesn't necessarily use the product/service(e.g. gym club subscription).
Purchase on Approval
Customer buys more of the product/service in response to incentives (e.g. AirMiles, Loyalty Cards Personal relationships) – individual–to -individual but nottransferable.
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.
Once first contact has beenmade, then every following
contact should offer anincentive and be more andmore tailored to answer the
prospective customer’sbusiness problem.
The only time “interruptionmarketing” is ever acceptableis the very first time contact is
made
REGULAR CONTACT
BUILDS FAMILIARITY
AND TRUST OVER
TIME.
...and wins new business!