- Audible Audio Edition
- Listening Length: 2 hours and 1 minute
- Program Type: Audiobook
- Version: Abridged
- Publisher: Simon & Schuster Audio
- Audible.com Release Date: January 2, 2001
- Language: English
- ASIN: B00005AAQZ
- Amazon Best Sellers Rank:
Enter your mobile number or email address below and we'll send you a link to download the free Kindle App. Then you can start reading Kindle books on your smartphone, tablet, or computer - no Kindle device required.
To get the free app, enter your mobile phone number.
Permission Marketing Audiobook – Abridged
|New from||Used from|
|Free with your Audible trial|
Customers who bought this item also bought
Would you like to tell us about a lower price?
Top customer reviews
There was a problem filtering reviews right now. Please try again later.
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.
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.
Most recent customer reviews