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Permission Marketing: Strangers into Friends into Customers

Author: Seth Godin

Instead of annoying potential customers by interrupting their most coveted commodity--time--Permission Marketing offers consumers incentives to accept advertising voluntarily. Now this Internet pioneer introduces a fundamentally different way of thinking about advertising products and services. By reaching out only to those individuals who have signalled an interest in learning more about a product, Permission Marketing enables companies to develop long-term relationships with customers, create trust, build brand awareness--and greatly improve the chances of making a sale.

In his groundbreaking book, Godin describes the four tests of Permission Marketing: 1. Does every single marketing effort you create encourage a learning relationship with your customers? Does it invite customers to "raise their hands" and start communicating? 2. Do you have a permission database? Do you track the number of people who have given you permission to communicate with them? 3. If consumers gave you permission to talk to them, would you have anything to say? Have you developed a marketing curriculum to teach people about your products? 4. Once people become customers, do you work to deepen your permission to communicate with those people?

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