marketingPERMISSION60-SECOND BOOK BRIEFS

BY SETH GODIN

TURN STRANGERS

INTO FRIENDS

In 1999, Seth Godin wrote the book Permission Marketing which showed us how turn strangers into friends and friends into customers. 

STEP #1: INCENTIVE

You have to provide an incentive for people to sign up for your permission marketing. If you wouldn’t take the time to read your marketing materials in the middle of a hectic day, keep searching. 

STEP #2: TEACH

You don’t gain trust in the first interaction. You gain trust by continuing to provide value over time by teaching them how to get better at whatever your brand promises it will do. 

STEP #3: REINFORCE THE

INCENTIVE

why?

Make sure you are reinforcing the reasons your subscriber signed up in the first place over time. permission marketing is a long-term relationship play.

why?why?why?why?why?why?

STEP #4: GET MORE

PERMISSION

10 minutes

9 minutes

15minutes

25minutes

35 minutes

5 minutes

2 minutes

19 minutes

13 minutes

2 minutes

This is when you start to capture some value from this relationship by gathering more information from them about their needs and their interests.

STEP #5: ASK FOR THE SALE

Finally, you are able to ask for the sale with a relevant offer at the right time because of the information you’ve gained and the trust you’ve developed. 

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