 | Permission Marketing: Turning Strangers Into Friends And Friends Into Customers By Seth Godin
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Product Description
The man Business Week calls "the ultimate entrepreneur for the Information Age" explains "Permission Marketing" -- the groundbreaking concept that enables marketers to shape their message so that consumers will willingly accept it.
Whether it is the TV commercial that breaks into our favorite program, or the telemarketing phone call that disrupts a family dinner, traditional advertising is based on the hope of snatching our attention away from whatever we are doing. Seth Godin calls this Interruption Marketing, and, as companies are discovering, it no longer works.
Instead of annoying potential customers by interrupting their most coveted commodity -- time -- Permission Marketing offers consumers incentives to accept advertising voluntarily. Now this Internet pioneer introduces a fundamentally different way of thinking about advertising products and services. 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.
In his groundbreaking book, Godin describes the four tests of Permission Marketing:
1. Does every single marketing effort you create encourage a learning relationship with your customers? Does it invite customers to "raise their hands" and start communicating?
2. Do you have a permission database? Do you track the number of people who have given you permission to communicate with them?
3. If consumers gave you permission to talk to them, would you have anything to say? Have you developed a marketing curriculum to teach people about your products?
4. Once people become customers, do you work to deepen your permission to communicate with those people?
And in numerous informative case studies, including American Airlines' frequent-flier program, Amazon.com, and Yahoo!, Godin demonstrates how marketers are already profiting from this key new approach in all forms of media.
- Amazon Sales Rank: #23911 in Books
- Published on: 1999-05-06
- Released on: 1999-05-06
- Original language: English
- Number of items: 1
- Dimensions: .97" h x 5.78" w x 7.72" l, .68 pounds
- Binding: Hardcover
- 256 pages
Amazon.com Review
Seth Godin, one of the world's foremost online promoters, offers his best advice for advertising in Permission Marketing. Godin argues that businesses can no longer rely solely on traditional forms of "interruption advertising" in magazines, mailings, or radio and television commercials. He writes that today consumers are bombarded by marketing messages almost everywhere they go. If you want to grab someone's attention, you first need to get his or her permission with some kind of bait--a free sample, a big discount, a contest, an 800 number, or even just an opinion survey. Once a customer volunteers his or her time, you're on your way to establishing a long-term relationship and making a sale. "By talking only to volunteers, Permission Marketing guarantees that consumers pay more attention to the marketing message," he writes. "It serves both customers and marketers in a symbiotic exchange."
Godin knows his stuff. He created Internet marketer Yoyodyne and sold it in 1998 to Yahoo!, where he is a vice president. Godin delves into the strategies of several companies that successfully practice permission marketing, including Amazon.com, American Airlines, Bell Atlantic, and American Express. Permission marketing works best on the Internet, he writes, because the medium eliminates costs such as envelopes, printing, and stamps. Instead of advertising with a plain banner ad on the Internet, you should focus on discovering the customer's problem and getting permission to follow up with e-mail, he writes. Permission Marketing is an important and valuable book for businesses seeking better results from their advertising. --Dan Ring
From Publishers Weekly
Godin, a business whiz kid who does direct marketing for Yahoo!, asks a provocative question: Does advertising work? He cites example after example of recent misguided campaigns, a "waste jamboree" of traditional ads aimed at consumers who no longer care. There's an "infoglut" out there, he says, of ads in myriad media whose only power is to "interrupt" people's lives. Godin's professional journey to his current status as a guru of online promotion began with his work for such industry bigs as Prodigy and AOL. Now, he specializes in direct-mail campaigns online, where he takes advantage of the interactive nature of the technology. Using traditional terms such as reach and frequency to define his efforts, he moves further, into the touchy-feely area of "permission marketing," his term for developing a personal relationship with consumers, where they actually enjoy receiving correspondence. On tape, Godin's message is winning because of his youthful attitude: self-assured, at times cocky, but always sensible. Based on the 1999 Simon & Schuster hardcover. (Aug.)
Copyright 1999 Reed Business Information, Inc.
Review
Tom Peters Seth Godin moves to the front ranks of Internet Marketing Gurus with this masterful book. It's trite to say it, but this is a real "must read."
Business Week Seth Godin is the ultimate entrepreneur for the Information Age.
Robert Tercek Senior Vice-President, Sony Pictures Entertainment The principles of Permission Marketing are incredibly valuable to everyone involved in media today.
Lester Wunderman Chairman-Emeritus of Wunderman Cato Johnson, the largest direct-marketing firm in the world; author of Being Direct. Advertisers are going to have to learn how to deliver messages with frequency and low cost if they are to cope with the increasing competition for the consumer's attention. Seth Godin's Permission Marketing is a big idea.
William C. Taylor Founding Editor, Fast Company Godin and his colleagues are working to persuade some of the most powerful companies in the world to reinvent how they relate to their customers. His argument is as stark as it is radical: Advertising just doesn't work as well as it used to -- in part because there's so much of it, in part because people have learned to ignore it, in part because the rise of the Net means that companies can go beyond it.
Mark Kwamme CEO, CKS Group Permission Marketing is a testament to Godin's profound grasp of digital marketing. "Interruption Marketers" everywhere would do well to read this book.
Eric Hippeau Chaiman, Ziff-Davis, Inc. Finally, here's a measurable method for marketing in a world filled with clutter.
Most helpful customer reviews
76 of 81 people found the following review helpful.
Why interrupt when you have the permission to talk
By Biswajit Dey
When traditional methods of advertising or direct mail don't work as effectively in attracting your customer's attention, what do you do? Read up 'Permission Marketing' and apply the principles and practices recommended by Seth Godin. According to Godin, an advertising message which interrupts a customer's life - her time, privacy and peace of mind - has a lower chance of persuading her to buy a specific brand. Instead, he advocates, a marketer can build a relationship with a customer over time and win her permission to market to her. In other words, make friends with the customer. The customer, then, not only becomes more receptive to the advertising message, but actually anticipates it. Godin calls this method 'permission marketing' and illustrates its strengths with success stories ranging from Amazon.com to Yahoo!. Simple? Well, not exactly. It requires a deep understanding of direct marketing and using the Internet as a direct marketing tool. But, Godin makes all this easier in his new book. Read it before your competitors do.
34 of 35 people found the following review helpful.A watershed book--I recommend all my clients read it
By A Customer
Internet marketing and relationship marketing are the subject of numerous books, but Seth Godin's Permission Marketing does a better job of explaining the concepts better than any other single volume.
Permission Marketing explains the differences between Interruption Marketing (old-style newspaper, TV and radio ads) and Permission Marketing--where visitors ask to be kept informed and willingly share information about themselves and their purchasing needs. It reinforces the successes I've enjoyed in over twenty years of marketing and shows how customer relationship-building techniques that were previously inefficient and, thus, unaffordable are now within the reach of all.
Permission Marketing cuts through the clutter of marketing theory and web technology and provides a highly readable, jargon-free conceptual framework for viewing web marketing in an new light. Throughout, Permission Marketing emphasizes integrity and customer respect--in contrast to books which are often subconsciously predicated on an adversarial relationship with prospects and customers.
Permission Marketing will change the way you think about advertising and marketing and suggest a whole new approach to your web site. It will inspire you to break out of the mold of price advertising.
57 of 66 people found the following review helpful.Change agent Seth Godin reveals the future
By Just Bill
In addition to working in the profession of advertising and marketing, I'm an adjunct professor at a nearby university. I taught Seth's principles in my course on Direct Marketing last semester, and I intend to teach his principles in my course on Fundamentals of Advertising this semester. In fact, I intend to teach his material in every class I have that's even remotely related. Frankly, I think Seth's material should be taught in every university throughout the land -- and shouted from the rooftops amongst those in my profession.
Simply put, the material in this book -- deceptively clever, succinct and, at times, humorous -- is explosive. I say deceptive because if you don't "get" what Seth's trying to tell you, I imagine it would be possible for you to dismiss the entire concept as shallow or gimmicky. However, I believe this information represents nothing less than the future of advertising and marketing. You will ignore it at your own peril.
One of the biggest thrills for me was hearing my students put into use Seth's Permission Marketing phrase "Turning strangers into friends and friends into customers" -- even months after the class ended!
Not only is that a testament to the clarity and brevity of Seth's ideas, it's also the distillation of his book's premise.
For in today's world, we're bombarded by no less than 3,000 paid advertising messages per day. There's no way we can assimilate, remember and act on that many messages. No matter how creative they may be. It's no longer a matter of breaking through the clutter with killer creative; it's now a battle for one of the most precious commodities we're left with: our attention. And advertisers lose that battle every single minute of every day.
Therefore, agencies who seek ever more creative (and expensive!) creative approaches to help boost their clients' sales would do well to read Permission Marketing. Clients who whip their agencies mercilessly, sometimes changing them as often as they change their underwear (because they just aren't seeing the results they expected), would do well to read Seth's Permission Marketing book. BEFORE they blow millions of dollars looking for the next 15-minutes of fame for their advertisement.
Odds are, it ain't gonna happen.
Permission Marketing clearly describes the problem and equally as clearly provides the answer: ask permission first. Then only send your advertisement to those who ask to see it. Reduced to a catchphrase, what you need to do is turn strangers into friends and friends into customers through the power of direct marketing.
Since my field of expertise IS direct marketing, I grasped immediately what Seth was saying. I "got" it. And I know as sure as I know my own name that what he writes is rock-solid, essential information.
The only critical point I'd make is that right now Seth's ideas have a chance to work. And maybe work for a decade or two into the future. But what happens when even those who have given "permission" to receive advertising messages don't have time to read all the messages they've given permission to receive? I'm a great example of that. I've given permission to receive about a dozen online e-newsletters. (In direct marketing parlance, I've "opted in.") However, I simply don't have time to wade through them all. (Truth be told, the only one I read -- and look forward to -- on a regular basis is Seth's.) So not all permission is created equal. I imagine as people get even more busy that even those advertisers with whom they have a relationship will begin to see a drop-off in response.
But until that time, Permission Marketing should be required reading for all university students, direct marketers (who likely already know its simple, yet powerful message), advertisers, marketers and clients.
Once you "get" what Seth is saying, you'll never look at advertising the same way again!
http://astore.amazon.com/amazon-book-books-20/detail/0684856360
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