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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.
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
The basic idea of the book is that it is better to take multiple steps, like offering something free, leading to a dialog, leading to interest in your product, etc. Read morePublished 18 days ago by NO HYPE REVIEWS
Insightful and incisive -- still fresh and informative after all these years. An impressive achievement.Published 1 month ago by Amazon Customer
A must read! You won't want to just read this book you will want to mark it up and begin applying it to your business. Check out more here:[...]Published 2 months ago by Jeff Payne
This book is about 17 years old which means the knowledge is in the neighborhood of 20 years old but really it is much older. Why read it? Read morePublished 3 months ago by @insurancebillvj
I can't get enough of Seth Godin. What an awesome writer. I just purchased my 4th book.Published 4 months ago by Billy Ayala
Its simple, get people to look at you by creating something they really want, instead of making them want something you made. Very very old idea, placed in today's world.Published 5 months ago by Al Berea
I have been using Seth's permission marketing strategies for many, many years. They are one important facet of our Marketing campaign. Read more