Permission  Marketing

By Seth Godin

 Mr. Seth Godin,  V.P. Direct Marketing at Yahoo!, tells us  how to turn strangers into friends and friends into customer in the excellent  book on how to be successful in marketing your products and services. I can only  hope that every SPAM marketer, direct mail marketer and fax-blast marketer reads  this book. Perhaps if they do, we will all have a lot fewer useless intrusions  in our lives.

The bottom line of this very well  written and entertaining book is that Godin advises us that "The goal is to  avoid surprising the consumers and interacting with them by sending only  messages they expect." Those of us who were trained in consultative selling  techniques will recognize much of what Godin advocates, but he packages even  these "old ideas" in such a way as they are now usable in the new world of  internet communications and e-commerce.

Godin gives us the logic behind  what most of us have intuitively decided is true - TV advertising doesn't work,  direct marketing (as done today) is a waste of time and money, we are  squandering our internet marketing opportunity, and we are alienating potential  long-term relationships. Godin outlines for tests for permission marketing  which, by definition, offers consumers incentives to accept advertising  voluntarily. Permission Marketing must: 1. encourage learning relationships with  your customers. 2. track the people who have given you permission to communicate  with them. 3. provide marketing curriculum to teach people about your  products/services. And 4. allow you to deepen your permission to communicate  with those people in your permission marketing database.

Interested? Want to know more?  Click on the book image and get Permission Marketing by Seth Godin.

[Click on the book  image to see it at Amazon]
 

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