Permission Marketing: Turning Strangers Into Friends And Friends Into Customers

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9780671046422: 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 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. In his groundbreaking audiobook, Godin describes the four tests of Permission Marketing:

* 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?
* Do you have a permission database? Do you track the number of people who have given you permission to communicate with them?
* 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?
* Once people become customers, do you work to deepen your permission to communicate with those people?

And in numerous informative case studies, including American Airlines frequent-flier program, Amazon.com, and Yahoo!, Godin demonstrates how marketers are already profiting from this key new approach in all forms of media.

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Review:

Seth Godin, one of the world's foremost online promoters, offers his best advice for advertising in Permission Marketing. Godin argues that businesses can no longer rely solely on traditional forms of "interruption advertising" in magazines, mailings, or radio and television commercials. He writes that today consumers are bombarded by marketing messages almost everywhere they go. If you want to grab someone's attention, you first need to get his or her permission with some kind of bait--a free sample, a big discount, a contest, an 800 number, or even just an opinion survey. Once a customer volunteers his or her time, you're on your way to establishing a long-term relationship and making a sale. "By talking only to volunteers, Permission Marketing guarantees that consumers pay more attention to the marketing message," he writes. "It serves both customers and marketers in a symbiotic exchange."

Godin knows his stuff. He created Internet marketer Yoyodyne and sold it in 1998 to Yahoo!, where he is a vice president. Godin delves into the strategies of several companies that successfully practice permission marketing, including Amazon.com, American Airlines, Bell Atlantic, and American Express. Permission marketing works best on the Internet, he writes, because the medium eliminates costs such as envelopes, printing, and stamps. Instead of advertising with a plain banner ad on the Internet, you should focus on discovering the customer's problem and getting permission to follow up with e-mail, he writes. Permission Marketing is an important and valuable book for businesses seeking better results from their advertising. --Dan Ring

From the Back Cover:

"Seth Godin is the ultimate entrepreneur for the Information Age."
* Business Week

"The principles of permission marketing are incredibly valuable to everyone
involved in media today."
* Robert Tercek, SVP Digital Media, Sony Pictures Entertainment

"Advertisers are going to have to learn how to deliver messages with
frequency and low cost if they are to cope with the increasing competition
for the consumer's attention. Seth Godin's Permission Marketing is a big
idea."
* Lester Wunderman, Chairman-Emeritus of Wunderman Cato Johnson, the
largest direct-marketing firm in the world, author of Being Direct.

"Godin and his colleagues are working to persuade some of the most powerful
companies in the world to reinvent how they relate to their customers. His
argument is as stark as it is radical: Advertising just doesn't work as well
as it used to-in part because there's so much of it, in part because people
have learned to ignore it, in part because the rise of the Net means that
companies can go beyond it."
* William C. Taylor, Founding Editor, Fast Company

"Permission Marketing is a testament to Godin's profound grasp of digital
marketing. 'Interruption Marketers' everywhere would do well to read this
book."
* Mark Kwamme, CEO, CKS Group

"Finally, here's a measurable method for marketing in a world filled with
clutter."
* Eric Hippeau, Chaiman, Ziff Davis Inc

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Seth Godin
Published by Sound Ideas (1999)
ISBN 10: 067104642X ISBN 13: 9780671046422
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Book Description Sound Ideas, 1999. Audio Cassette. Book Condition: Good. Ships with Tracking Number! INTERNATIONAL WORLDWIDE Shipping available. May not contain Access Codes or Supplements. Buy with confidence, excellent customer service!. Bookseller Inventory # 067104642X

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