Ah, a marketing book for the ages. This classic came out in 1999 after author Seth Godin’s company Yoyodyne was acquired by Yahoo! The basis is marketing through permission. Permission being one of the most valuable things you can earn from anyone. Noticed I said “earn”.
Many companies that I know that I compete with constantly spam folks and push their products on people who don’t want them. But don’t lose any sleep over these competitors becuase according to Seth and the lessons I’ve learned, it won’t work. At least not in the long run.
Seth continues by describing the attention crisis in the market. A consumers attention is what all the marketers are competing for. And the competition is stiff. With the birth of the internet comes the death of traditional interruption media. Godin brings up many good points that will cause you to reprogram your brain. Everything you were taught about how to market is wrong. But by reading this you will gain the edge that your competitors will likely not hold. (There too busy focused on big newspaper ads).
Permisson Marketing becomes a marketing mini-tex for you to refer back to. Godin covers many myths about the internet and explains to you the concepts behind earning your clients permission to market to them and how you can generate 30%+ response rates to your advertising and turn direct advertising on its head. I’ve read nearly all of Godin’s work but for some reason until now had never read Permission Marketing. Although I felt like through his other books I got a good understanding of this concept, it wasn’t until I poured through this one that I felt the personal growth took place.
An interesting fact: According to Godin, even God uses permsission marketing.
Add “Permission Marketing” to your 2009 self-education today.
Get Permission Marketing for your Kindle here
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