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Permission Marketing by Seth Godin (1999) is a marketing classic that advocates for building long-term customer relationships by obtaining explicit consent before sending promotional messages. Where to Read or Download
- Offer an incentive (e.g., free ebook, discount, webinar) to get the prospect’s voluntary attention.
- Use that attention to teach the prospect about your product or service.
- Reinforce the incentive to maintain permission.
- Increase the level of permission over time (e.g., from email to feedback to purchase).
- Leverage permission to turn customers into advocates.
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Library Digital Loans: You can borrow the full ebook for free from the Internet Archive or via the OverDrive app if your local library carries it. Offer an incentive (e
, Seth Godin argues that traditional "interruption marketing" (ads that annoy people) is dying. Instead, marketers should focus on: Amazon.com
Personal: The message is directly related to the individual.
- Increased customer engagement: By obtaining a customer's permission to send them marketing messages, businesses can build trust and increase customer engagement.
- Improved brand reputation: Permission marketing helps businesses to build a positive brand reputation by providing value to customers and respecting their preferences.
- Higher conversion rates: Permission marketing leads to higher conversion rates, as customers are more likely to engage with businesses that have their permission to send them marketing messages.
- Reduced spam complaints: By obtaining permission, businesses can reduce the likelihood of customers complaining about spam messages.
The Permission Ladder: The strategy aims to move individuals through stages: from strangers to friends, then to customers, and finally to loyal fans.