Summary of permission Marketing-Seth Godin

Summary of permission Marketing-Seth Godin

Advertising just doesn’t work as well as it used to. Because there is so much of it people have learned to ignore it, the rise of the Net means that companies can go beyond it. The clutter, as you know has only gotten worse. With so many forms of advertising today the noise it creates only makes things worse. In this book Permission Marketing, Seth Godin explains how marketers can use permission to create a customer base that trusts you to deliver quality products and services to them every time.

You can define advertising as the science of creating and placing media that it interrupts the consumer and then gets him or her to take some action says Seth Godin. As the marketplace for advertising is being cluttered more and more, it becomes increasingly difficult to interrupt the consumer. In today’s life, we always have too much to do but too little time to get it done. Time is our most expensive commodity and consumers don’t want to waste it on being interrupted by advertising that doesn’t have any significance in their lives. Seth Godin states that consumers don’t need to care as much as they used to. The quality of products has increased so dramatically that it does not matter which brand you buy, they are all great value and they’re all going to last a good long while.

Seth poses the question: What if you could turn clutter into an asset? What if the tremendous barriers faced by Interruption Marketers actually became an advantage for you and your company? He goes on to explain that even though the clutter is getting worse, Permission Marketers can turn clutter to their advantage. The worse the clutter gets, the more profitable your Permission Marketing efforts become. Interruption Marketing fails because it is unable to get enough attention from consumers. With every Permission Marketing campaign it gets better when an element of permission is added. By making a market in a scarce resource, you can make a profit.

Now you might be wondering, how do I add an element of permission? Well simply put, you should offer the consumer an opportunity to be marketed to. By talking only to volunteers it guarantees that consumers will pay more attention to the marketing message. Permission Marketing encourages consumers to participate in a long-term, interactive marketing campaign in which they are rewarded in some way for paying attention to increasingly relevant messages. Keep in mind that when you use the Permission Marketing technique you need to offer your consumers some kind of reward, be it monetary or even the opportunity to get more information if they allow you to get more personal details about them. With every level of permission granted you should offer your consumers more rewards and let them know that the reward is worthwhile if they fill out a form giving some personal information.

More and more marketers will start using the Permission Marketing technique in the near future, this book is quite relevant for any person who uses the internet and also for people who wants to build up a customer base which they can continuously communicate with, this allows marketers to save on costs that is needed every time to interrupt a consumer when you have a new product/service to offer. An important aspect to remember about Permission Marketing is that it should be anticipated, people should look forward to hearing from you. Your messages should be personal and directly related to the individual. Your message should also be relevant; your offering should be something that the prospective consumer is interested in. This book is very insightful and it is easy to understand the concept that Seth is trying to explain in it. I hope this review has sparked an interest in you to go and read it for yourself and that it will give you tons of information on how to become a Permission Marketer.