- 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:
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Permission Marketing Audiobook – Abridged
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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.
Banners and pop-ups are still with us.
However the basic concept is still valid. I've read many reviews where people complain about Godin not writing anything "new", that the whole permission marketing idea is thousands years old - as he himself points out a few times in the book, it was the norm until about a 100 years ago -, and this is all intuitive, nothing new there.
But if it is intuitive and so well known, why don't people use it?
The concept is well explained - some would say, repetitive, but those who complain about it forget that he wrote a lot about frequency in his book -, there are 22 short case studies showing different aspects of the concept of permission marketing - including a fledgling amazon.com, just trying to be a successful online bookstore in the shadow of Barnes & Noble.
Yes, it contains a lot of self-evident ideas (short term profit kills off long term profit), but looking around I think self-evident ideas have to be pointed out, because people always forget them, and yes, it can be a bit repetitive at times - how many times did you solve very similar equations in calculus class until you learned how to do it? -, but this is not a novel. It is book that intends to get a message through.
Anyway, I say read it. It won't hurt. :)
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? [...]
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