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Permission Marketing: Turning Strangers into Friends and Friends into Customers Hardcover – May 6, 1999
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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
Copyright 1999 Reed Business Information, Inc. --This text refers to an out of print or unavailable edition of this title.
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Top Customer Reviews
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.
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!Read more ›
Most Recent Customer Reviews
good condition, needed it for a college course and did exactly what I neededPublished 28 days ago by Amazon Customer
Wow, this book is dated! It desperately needs an update.
This book was written before the age of Google, YouTube, Twitter, and Facebook. Read more
Great read. I love Godin and this book is still relevant in today's OmniChannel worldPublished 6 months ago by dmbob
Too many times marketers fall into the trap of striving for quick wins at some expense greater than money. Read morePublished 6 months ago by Derek
This book has stood the test of time. Although the examples may be a bit dated, the principles are essential for today's marketer.Published 6 months ago by Anne Janzer
This is an incredibly insightful book and an absolute "must read" if you're marketing today. Read morePublished 7 months ago by La Magie
In this new era of fast-paced life styles, the old ways of marketing are no longer viable. As explained in his book, Permission Marketing; Turning Strangers into Friends, and... Read morePublished 9 months ago by Edward Melamed