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on September 29, 2016
I loved this book. As a business owner without formal business schooling, this was helpful to get me thinking rightly about marketing. During every chapter, I found myself stopping to make notes, stopping to write down ways to implement the information into my own strategy, and also recognizing some mistakes I was making. Some of the material about internet marketing is dated, so it requires a bit of translating into the modern era, which is crazy to say, since this book isn't that old. I'd love to read more from him that explores these same concepts, but with contemporary internet examples.
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.
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.
on December 29, 2011
I have been a big fan of Seth Godin's for years. I came across his name when he was a contributor for Fast Company magazine, about the same time that this book came out in the late 1990's. To my utter embarrassment, I recently realized that I did not have one of his books on my bookshelf. I decided to fix that with Permission Marketing.
Twelve years ago, I haughtily started a business that I was trying to get online and make a million dollars with, just like everyone else was. I built a web site with the old marketing wisdom in mind and sat back...and nothing happened. I have always acknowledged that something was missing from my marketing efforts, but I could not put my finger on it.
I began questions of myself when I had tried to engage some marketing execs in conversation and they spoke of "connecting" and "reaching out." It was then that I had realized that the "fire and brimstone" marketing of old, the "call `em until they buy or die" methods were done. I was suddenly realizing that the one who screamed the loudest did not always get the most attention and that I had truly missed something along the way, but was now being dismissed as just another noisy distraction. Permission Marketing has the answers I was looking for.
Although, some of the references have gone bankrupt and some of the companies faded from the business headlines, this book is a must-read, not only for marketers, but also for web developers involved in eCommerce in any way. This book has helped me get to the "what's the point?" of web development and design...and realize that I am just getting started with my marketing activities.
Ignore this book and this recommendation if you think that this "technology thing" is just a fad. The reality is that this "technology thing" has redefined our world and the ways that we communicate with others....that is it has changed everything!
Twelve years ago, I haughtily started a business that I was trying to get online and make a million dollars with, just like everyone else was. I built a web site with the old marketing wisdom in mind and sat back...and nothing happened. I have always acknowledged that something was missing from my marketing efforts, but I could not put my finger on it.
I began questions of myself when I had tried to engage some marketing execs in conversation and they spoke of "connecting" and "reaching out." It was then that I had realized that the "fire and brimstone" marketing of old, the "call `em until they buy or die" methods were done. I was suddenly realizing that the one who screamed the loudest did not always get the most attention and that I had truly missed something along the way, but was now being dismissed as just another noisy distraction. Permission Marketing has the answers I was looking for.
Although, some of the references have gone bankrupt and some of the companies faded from the business headlines, this book is a must-read, not only for marketers, but also for web developers involved in eCommerce in any way. This book has helped me get to the "what's the point?" of web development and design...and realize that I am just getting started with my marketing activities.
Ignore this book and this recommendation if you think that this "technology thing" is just a fad. The reality is that this "technology thing" has redefined our world and the ways that we communicate with others....that is it has changed everything!
on March 7, 2017
Seth Godin is right about this. It feels a bit aged, but the crafty reader will develop from it.
on July 10, 2005
To gain the attention of consumers, marketers must cut through the clutter. According to Seth Godin, author of the book "Permission Marketing", "the average consumer sees about one million marketing messages a year -- about 3,000 per day."
Godin calls the traditional approach to getting consumer attention "Interruption Marketing." The key to each and every ad, contends Godin, is to interrupt what you are doing in order to get you to think of something else. The problem, as Godin sees it, is that "to deal with the clutter and the decreasing effectiveness of Interruption Marketing, they're interrupting us even more!"
According to Godin, "every marketing campaign gets better when an element of permission is added." Interruption Marketing fails because it is unable to get enough attention. Permission Marketing works by taking advantage of this fact.
Consumers are willing to pay handsomely to save time, which is wasted by Interruption Marketing. Permission Marketing offers the consumer an opportunity to volunteer to be marketed to. Permission Marketing, as Godin sees it, "is a lot like dating" and he offers these five steps to "dating" your customer:
FIVE STEPS TO DATING YOUR CUSTOMER
1. Offer 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 permission is maintained
4. Offer additional incentives to get even more permission
5. Over time, leverage the permission to change consumer behavior toward profits
These comments first appeared in Pharma Marketing News (see "Out-of-the-box Marketing: Will it Work for Pharma? [...]
Godin calls the traditional approach to getting consumer attention "Interruption Marketing." The key to each and every ad, contends Godin, is to interrupt what you are doing in order to get you to think of something else. The problem, as Godin sees it, is that "to deal with the clutter and the decreasing effectiveness of Interruption Marketing, they're interrupting us even more!"
According to Godin, "every marketing campaign gets better when an element of permission is added." Interruption Marketing fails because it is unable to get enough attention. Permission Marketing works by taking advantage of this fact.
Consumers are willing to pay handsomely to save time, which is wasted by Interruption Marketing. Permission Marketing offers the consumer an opportunity to volunteer to be marketed to. Permission Marketing, as Godin sees it, "is a lot like dating" and he offers these five steps to "dating" your customer:
FIVE STEPS TO DATING YOUR CUSTOMER
1. Offer 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 permission is maintained
4. Offer additional incentives to get even more permission
5. Over time, leverage the permission to change consumer behavior toward profits
These comments first appeared in Pharma Marketing News (see "Out-of-the-box Marketing: Will it Work for Pharma? [...]
on January 27, 2012
Permission Marketing emphasizes the importance of the long term relationships with the client. Godin equates it to dating - meet the customer and gradually develop a loyal "marriage" of profit. This entire process is based on trust, if the consumer no longer trusts the brand, that's one customer lost, most likely forever.
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.
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.
on January 21, 2011
I'm a HUGE Seth Godin fan. I've read most of his books, subscribe to his blog, etc. So when I took on the Personal MBA Reading List by Josh Kaufman, I wasn't sure if I was actually going to read this book or not. I figured since it was written in 1999, the ideas would be dated, or covered by him in his offerings since.
Well, I was correct on both fronts, but still, this is a nice insight into where marketing was heading, and is, to some extent, today. Permission marketing as a practice is all about gaining trust, and Seth has that from me. Which is why I always enjoy reading his offerings. If you are in marketing or read Seth regularly you could potentially skip this and get the information from his blog, but it's still a rather quick read full of good information on how to, and not to, treat your customers.
Well, I was correct on both fronts, but still, this is a nice insight into where marketing was heading, and is, to some extent, today. Permission marketing as a practice is all about gaining trust, and Seth has that from me. Which is why I always enjoy reading his offerings. If you are in marketing or read Seth regularly you could potentially skip this and get the information from his blog, but it's still a rather quick read full of good information on how to, and not to, treat your customers.
on April 24, 1999
This book officially marks the entry of a new kind of marketing for the new century --- the only kind of marketing that will work today and on into the next millennium.
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
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
on March 17, 2016
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.
Predicted the social media marketing revolution about 6 years before it happened, arguably 7-10 years before
on March 8, 2013
Great book and I've barely even read it. In the first chapter he debunks the "old world" marketing techniques and introduces the concept of what would eventually become modern day social marketing. I'm a social marketing consultant in the field and I have to say this is great conceptual reading because it handles a lot of the fundamental principals that make social media marketing relevant and viral. Knowing these principals will not only help you focus your social media energies in a savvy way, but it's great material for anyone in a sales position in this market.
