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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
Business Week Seth Godin is the ultimate entrepreneur for the Information Age.
Robert Tercek Senior Vice-President, Sony Pictures Entertainment The principles of Permission Marketing are incredibly valuable to everyone involved in media today.
Lester Wunderman Chairman-Emeritus of Wunderman Cato Johnson, the largest direct-marketing firm in the world; author of Being Direct. Advertisers are going to have to learn how to deliver messages with frequency and low cost if they are to cope with the increasing competition for the consumer's attention. Seth Godin's Permission Marketing is a big idea.
William C. Taylor Founding Editor, Fast Company Godin and his colleagues are working to persuade some of the most powerful companies in the world to reinvent how they relate to their customers. His argument is as stark as it is radical: Advertising just doesn't work as well as it used to -- in part because there's so much of it, in part because people have learned to ignore it, in part because the rise of the Net means that companies can go beyond it.
Mark Kwamme CEO, CKS Group Permission Marketing is a testament to Godin's profound grasp of digital marketing. "Interruption Marketers" everywhere would do well to read this book.
Eric Hippeau Chaiman, Ziff-Davis, Inc. Finally, here's a measurable method for marketing in a world filled with clutter.
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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."
Seth spends a good amount of time evangelizing 'the Net' and how important it will be.
Good book. Happy I read it. Wish it was written more recently so that the advice offered was more actionable.
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.
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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
Seth talks about 'Permission' marketing, which is the opposite to broadcast. In the broadcast marketing world, we push messages out to people, without asking them if they'd like to see them. This is un-targeted and ineffective. Permission Marketing is about building what Seth calls a Permission Asset. This can be an email list, customer bass, network, following, community, etc, that has given you permission to market to them. This means that when you send out your message, these people are not only likely to buy, but they WANT to buy.
Good thoughts, but if you've read Seth's other books, no need to read this one.