Permission Marketing: Turning Strangers Into Friends And Friends Into Customers by Seth Godin Download (read online) free eBook .pdf.epub.kindle

Permission Marketing: Turning Strangers Into Friends And Friends Into Customers

The man Business Week calls “the ultimate entrepreneur for the Information Age” explains “Permission Marketing”—the groundbreaking concept that enables marketers to shape their message so that consumers will willingly accept it.

Whether it is the TV commercial that breaks into our favorite program, or the telemarketing phone call that disrupts a family dinner, traditional a

Whether it is the TV commercial that breaks into our favorite program, or the telemarketing phone call that disrupts a family dinner, traditional advertising is based on the hope of snatching our attention away from whatever we are doing. Seth Godin calls this Interruption Marketing, and, as companies are discovering, it no longer works.

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 signaled 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.
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    Riku Sayuj

    May 25, 2016

    rated it
    really liked it

    Permission Marketing Vs. Interruption Marketing

    Most marketers practice Interruption Marketing. The difference is simple. An Interruption Marketer is a hunter. A Permission Marketer is a farmer.

    Hunting prospects involves loading a gun with bullets and shooting until you hit something. You can take a day or a week or a month off from this endeavor and it won’t take you long to get back into successfully bagging a few.

    Farming prospects involves hoeing, planting, watering, and harvesting. It’s infin

    Most marketers practice Interruption Marketing. The difference is simple. An Interruption Marketer is a hunter. A Permission Marketer is a farmer.

    Hunting prospects involves loading a gun with bullets and shooting until you hit something. You can take a day or a week or a month off from this endeavor and it won’t take you long to get back into successfully bagging a few.

    Farming prospects involves hoeing, planting, watering, and harvesting. It’s infinitely more predictable, but it takes regular effort and focus. If you take a month off, you might lose your entire crop.

    On the other hand, farming scales. Once you get good at it, you can plant ever more seeds and harvest ever more crops.

    Interruption Marketing soon becomes spam, Permission Marketing can become long-term relationships with customers.

    The book was probably very influential, most of the principles seems to have been applied, except by some categories of producers. Unfortunately, even Godin couldn’t bring down the amount of spam in the universe.

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    Jamie Belanger

    Feb 01, 2012

    rated it
    really liked it

    When I see an interesting book on business or marketing at my local library, the first thing I check after reading the jacket is the publication date. Seeing that this book was published in 1999 didn’t give me much confidence in it. In computer terms, 1999 is practically the Stone Age. Granted, I remember the Internet back then, since I started using networked computer systems in the late 80s and started surfing the web in 1995. So in some ways, this book was a little bit of nostalgia.

    Permission

    Permission Marketing contains many mentions and discussions of websites that either no longer exist or have become so unpopular in today’s Internet that they may as well be extinct (like AOL, Lycos, Altavista, and Netscape). But one thread I noticed throughout this book is that even though a lot of the specific company mentions are out of date, the underlying analysis of advertising and marketing is accurate. Some of the author’s predictions about the progress of the Internet came true. The state of advertising in our world has gotten even more cluttered than it was in the late 90s. Breaking through that clutter is the goal of anyone running a small business. When everyone is being bombarded with thousands of advertisements every day, how do you get your company noticed? Unfortunately, this book does not answer that question. At one point, the author hints that trying to advertise and pull attention away from the big companies is a waste of time, money, and effort. How could my two-man company possibly compete for attention against multimillion dollar advertising budgets? The answer: it can’t. And yet, the only suggestion the book offers to get noticed is to do just that — to use the so-called Interruption Marketing that is causing all of the advertising clutter in the first place. This makes some portions of the book feel like I’m being taught by the underpants gnomes on South Park (Step 1: Advertise. Step 2: ..? Step 3: Profit!).

    The book does, however, provide a very interesting recipe for what to do after you’ve gotten someone’s attention. Given the age of this book, I was impressed at how much relevant and useful information I was able to extract from it. I think the best part of this book is that the case studies cover so many different types of businesses that anyone who is trying to build a business should be able to learn how to apply the lessons within. The underlying principles of Permission Marketing are something every business should be familiar with, and this book does a good job of teaching the concept.
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    Chris

    Aug 24, 2013

    rated it
    liked it

    I found it rather amusing how the book started off with the example of how you’re supposed to think of marketing as asking for a date rather than attempting to propose marriage right off the bat. There’s an endless supply of books and tomes out there trying to explain how you’re supposed to get a date and how hard it truly is. Permission Marketing doesn’t really tell you how you’re supposed to get that initial attention and wowing factor although it does go into well how you should be building a

    It’s pretty amusing to hear web services like Prodigy and Excite get mentioned here. I almost forgot about them. With how much the web has evolved with social networking, video sites, and the prominence of Google, the specific advise is a bit out of date but the sentiments are valid.

    I liked how the book was short and sweet and to the point. I wonder if they’re trying to build a relationship with me here though. Give me only some of the information in one go and now I’m supposed to go hunt down the rest of this guy’s bibliography and whatever newsletters he’s got. Hah, something to think about…
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