Permission Marketing: Turning Strangers Into Friends And Friends Into Customers 1st Edition, Kindle Edition
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About the Author
Recognized as the pioneer of Permission Marketing, Godin is a sought-after speaker on the conference circuit, having presented at the Direct Marketing Association's annual conference, Jupiter events, and ICE, as well as international marketing forums. Last year, Godin was one of the highest ranked speakers, among 403 presenters at Internet World. He is a featured speaker at Fall, Spring and Summer I-Worlds. Godin is also the recipient of the 1998 Momentum Award, honoring outstanding Internet industry accomplishments.
Godin received an M.B.A. from Stanford Business School in 1984. Prior to graduating from Tufts University in 1982 with a degree in both Computer Science and Philosophy, Godin co-founded and ran one of the largest student-run businesses in the coutnry. From 1983 to 1986 he worked as a brand manager at Spinnaker Software, where he led the team that developed the first generation of multimedia products, working with such forward-thinkers as Arthur C. Clarke and Michael Crichton. He managed 40 engineers and introduced more than 60 software and video products to the marketplace.
Godin is the author and co-author of a number of top-selling business books, including E-Marketing, the first book ever published on how to do business online; The Guerilla Marketing Handbook, part of the best-selling Guerilla Marketing series; The Information Please Business Almanacm, a ground-breaking business reference book; and Permission Marketing: Turning Strangers into Freinds, and Friends into Customers.
- ASIN : B000FC0SSC
- Publisher : Simon & Schuster; 1st edition (July 14, 1999)
- Publication date : July 14, 1999
- Language : English
- File size : 329 KB
- Text-to-Speech : Enabled
- Enhanced typesetting : Enabled
- X-Ray : Not Enabled
- Word Wise : Enabled
- Print length : 256 pages
- Page numbers source ISBN : 0684856360
- Lending : Not Enabled
- Best Sellers Rank: #159,976 in Kindle Store (See Top 100 in Kindle Store)
- Customer Reviews:
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Top reviews from the United States
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More signs of a good book; If you can take it's content and apply it to the current times and it will still produce profits. Want more? Although he might have been slightly off on a couple of things, a good chunk of this book is essentially Mr. Godin looking into a crystal ball and describing the future.
A great intersection of past knowledge, current trends(circa 1999 but still relevant) and a wonderful philosophy, compiled by a human being that repeatedly helps makes humanity better.
If you have a decent understanding of how internet marketing works currently, and what current tools are available, it won't be too difficult to translate this material into today's world.
1- "As clutter has increased, advertisers have responded by increasing clutter. And as with pollution, because no one owns the problem, no one is working very hard to solve it."
2- "In addition to clutter, there's another problem facing marketers. Consumers don't need to care as much as they used to. The quality of products has increased dramatically It's increased so much, in fact, that it doesn't really matter which car you buy, which coffee maker you buy, or which shirt you buy They're all a great value, and they're all going to last a good long while."
3- "To summarize the problem that faces the Interruption Marketers: 1. Human beings have a finite amount of attention. 2. Human beings have a finite amount of money. The more products offered, the less money there is to go around. 4. In order to capture more attention and more money. Interruption Marketers must increase spending. 5. But this increase in marketing exposure costs b\ money. 6. But, as you've seen, spending more and more money in order to get bigger returns leads to ever more clutter. 7. Catch-22: The more they spend, the less it works. The less it works, the more they spend."
4- "Five Steps to Dating Your Customer: 1. Offer the prospect an incentive to volunteer 2. Using the attention offered by the prospect, offer a curriculum over time, teaching the consumer about your product or service. 3. Reinforce the incentive to guarantee that the prospect maintains the permission. 4. Offer additional incentives to get even more permission from the consumer. 5. Over time, leverage the permission to change consumer behavior toward profits."
5- "Permission Marketing Is Anticipated, Personal, Relevant: Anticipated—people look forward to hearing from you. Personal—the messages are directly related to the individual. Relevant—the marketing is about something the prospect is interested in."
6- "Permission Marketing is the tool that unlocks the power of the Internet. The leverage it bring to this new medium, combined with the pervasive clutter that infects the Internet and virtually every other medium, makes Permission Marketing the most powerful trend in marketing for the next decade."
7- "By focusing media on getting permission instead of making the ultimate sale, marketers are able to get far more out of their expenditures. The response rate to a free sample or c affinity program or a birthday club might be five or ten times the response rate of an ad asking for a sale."
8- "There are five levels of permission. The highest level of permission is called the "intravenous" level. The fifth and lowest is called the "situation" level. Here are the five levels in order of importance. 1. Intravenous (and "purchase-on-approval" model) 2. Points (liability model and chance model) 3. Personal relationships 4. Brand trust 5. Situation. There's a sixth level, but it's so low I won't even refer to it as a level at all. It's called spam (unsolicited advertising), and it's covered last."
9- "Once you have earned permission, you must keep it land attempt to expand it. These four rules go a long way to help marketers understand permission: 1. Permission is nontransferable. 2. Permission is selfish. 3. Permission is a process, not a moment. 4. Permission can be canceled at any time."
10- "Miss the opportunity to build a permission relationship directly with the consumer, and your company is likely to become a commodity supplier. If you acknowledge the coming power of the permission holder yet choose to avoid the battle to become one, you can still win. If you start now, you can optimize your company for the role of supplying the permission holder, making yourself more attractive to these gatekeepers and locking in the long-term relationships that can give you insulation moving forward. On the other hand, if you go for the opportunity to deal direct, you'll face the wrath of your existing intermediaries. It'll be expensive to build and maintain a permission base, and risky too. But if you succeed, you will have built an asset that can offset the demands of the gatekeepers. You'll be able to maintain fair pricing and generate better profits."
What was in this book that I never happened to come across is the levels of permission. Even if you've been building an audience and marketing internally, You should get a copy of the book for what it says about the different permission levels.
Top reviews from other countries
Moreover, the principles behind what is explained in this book is not new. It might be explained in a different way and put into the internet context but 'Permission Marketing' would be the samoe as infomercials on TV, David Ogilvy's news-looking advertisements or the principles explained in Claude Hopkins' Scientific Advertising 70 years before this book.
I still give it 2 stars because there are still a few good pearls here and there but it has been a disappointment because I've been following Seth Godin's blog for a while and he gives great insights on marketing and business so I expected a timeless classic just like Ogilvy's or Hopkins' books.
1. You gain nothing by buying the latest edition of the book - it's exactly the same as the original except for the preface where he explains why he has deliberately not updated the book.
2. You don't need to read this book if you subscribe to his daily blog (which I do). The only thing that the book brings to the table is that it's all in one place, plus he gives examples, except they are all American examples and all 12 years out of date (and remember: this is about the internet).
[By the way, I once emailed Seth Godin asking him for examples to illustrate the points in his blog posts, and he replied saying that there are many examples in his books.]
3. It's possible to download the first few chapters for free from his website and read them as a pdf. Funnily enough, it was reading the first part of the book in this way which persuaded me to buy it.
What the book is about: -
The central idea of the book is very powerful: Most of the marketing and advertising in the 20th century was "interruption marketing" eg newspapers, TV advertising etc. In the modern era there is so much advertising clutter, than most people ignore conventional advertising and instead can be sold to by the marketer building a relationship, over time, with the customer. Powerful stuff - and I recommend all business people to read it.
From the outset, the author admits that he is revisiting a topic that he first discussed a decade or so earlier, which is fine. The issues lie in the fact that he has not updated the book to deal with marketing in the current climate (or at least at the time of writing the book second time around). The initial part of the book sets the scene and describes the fundamentals of permission marketing. Sadly, the book never really takes off from here. The middle of the book gets muddled and the number of mnemonics and rules on permission marketing start to increase. Before you know it, you're flicking back to earlier chapters to recall what the author is on about.
The books ends completely flatly and I came away wondering what I had learned that I didn't already know. Every chapter seems like a repetition of the previous one, and in the end, I started to lose focus. The blatant lack of up-to-date and non-American examples is the real shocker. Very rarely does the author provide specific examples of how permission marketing has worked/not worked. I think the book would have been stronger and benefited greatly from recent case studies from companies around the world.
As one earlier reviewer has put it, the ideas within the book, whilst initially look sound, are actually outdated; or at least feel outdated.
I would recommend people who are considering this book type in permission marketing into google and see some of the online discussions and posts about the subject. You'll save yourself the price of this book, which fails to live up to expectations.
Fast delivery though and don't know if I'll read the rest, maybe if electricity ceases to exist and we're back among the land grazing for food like the animals, I may read it in between hunts for food. :D or better yet, if I run out of toilet paper, it will be my go to book. Ha ha cheers, Craig