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Permission Marketing: Turning Strangers into Friends and Friends into Customers Hardcover – May 6, 1999
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The man Business Week calls "the ultimate entrepreneur for the Information Age" explains "Permission Marketing"—the groundbreaking concept that enables marketers to shape their message so that consumers will willingly accept it.
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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.
Instead, his plan has marketers receiving permission from potential buyers to contact them with information about products. To gain that permission, benefits must be offered that interest consumers.
Godin explains the strategies of this type of marketing, as well as the advantages and difficulties. He mentions successful permission marketing by magazines and companies such as Starbucks, various restaurants and some grocery stores with their `members cards'. He discusses what will feel like benefits to buyers.
This type of marketing requires personal attention to individual buyers, but the internet and multiple-response soft-ware makes the process possible.
Some of Seth Godin's book seem like rewrites of common information, but this one does give an interesting view of better marketing methods.
I recommend this book to beginners with no experience with direct marketing or opt-in email marketing knowledge. Although very well written and in a very readable tone, experienced marketers or those with the basic knowledge of marketing will find the book a bit boring and repetitive. For more advance readers, I suggest No B.S. Direct Marketing by Dan Kennedy.
I would give the book a higher rating as an introduction to direct marketing if it were edited down by about 1/3 its size due to repetition in the book otherwise it's a good book.
Forget all you ever learned. Oh sure, you have to do the old interrupt marketing to get people to raise their hands and show interest. But after that, you have to have the consumer's permission to market to them.
This book is well written and highly understandable. It makes sense. It tells it like it is.
Anyone who has anything to sell must read this book. Anyone who expects to survive in the business world today, whether in a corporation or as an entrepreneur, must read this book.
There will be more books written on Permission Marketing. And hopefully they will go into more detail on exactly "how" to use this lively and exciting new marketing. But this is the mother of them all. This is the book that gives birth to Permission Marketing. And those who don't read it will be sorry they missed out of this important beginning.
--- Susanna K. Hutcheson, Advertising & Direct Mail Copywriter/Consultant
He uses examples of how Interruption Marketing, such as TV commercials do not build any trust, as he points out, its more a nuisance than reaffirming the consumer's interest in our brand. He then follows up with companies like Amazon who capitalize on building strong trust with its customers. We provide permission for them to market to us and Amazon responds with merchandise that it thinks we would like.
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