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!