Item description for Permission Marketing : Turning Strangers Into Friends And Friends Into Customers by Seth Godin...
Overview The founder of Yoyodyne explains how marketing specialists can shape messages to promote a willing acceptance by consumers and offers advice on how to enhance marketing effectiveness by building long-term relationships with customers, creating trust, building brand awareness, and more. 40,000 first printing. Tour.
Publishers Description 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. 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. In his groundbreaking book, Godin describes the four tests of Permission Marketing: 1. 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? 2. Do you have a permission database? Do you track the number of people who have given you permission to communicate with them? 3. 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? 4. 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, Outline, and Yahoo , Godin demonstrates how marketers are already profiting from this key new approach in all forms of media.
Citations And Professional Reviews Permission Marketing : Turning Strangers Into Friends And Friends Into Customers by Seth Godin has been reviewed by professional book reviewers and journalists at the following establishments -
Business Connections - 09/01/1999 page 18
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Studio: Simon & Schuster
Est. Packaging Dimensions: Length: 7.72" Width: 5.78" Height: 0.97" Weight: 0.7 lbs.
Release Date May 6, 1999
Publisher Simon & Schuster
ISBN 0684856360 ISBN13 9780684856360
Availability 0 units.
More About Seth Godin
Seth Godin is the author of more than a dozen bestsellers that have changed the way people think about marketing, leadership, and change, including Permission Marketing, Purple Cow, All Marketers Are Liars, Small is the New Big, The Dip, Tribes, Linchpin, and Poke the Box. He is also the founder and CEO of Squidoo.com and a very popular lecturer. He writes one of the most influential business blogs in the world at sethgodin.com.
Seth Godin currently resides in Irvington, in the state of New York.
Reviews - What do customers think about Permission Marketing : Turning Strangers Into Friends And Friends Into Customers?
Good read Jun 13, 2008
Nutshell review - A good read written in a easy to read style. Good insights and ideas. Worth reading.
Great Book So Far, Especially for Realtors! Apr 3, 2008
Not done reading it yet, however, so far it is just what I expected and great for Realtors!
Essential marketing material Jul 14, 2007
The permission marketing concepts are essential for all marketers. And of course no one writes a more entertaining read than Godin.
It's not always better to ask for forgiveness than permission Jun 20, 2007
Seth Godin consistently churns out great business publications and "Permission Marketing" is no exception.
In a nutshell, it involves allowing your customer to feel more in control of the sales process. By asking for, and obtaining, permission to contact the customer you are increasing your conversion rate as well as gaining intelligence to deliver relevant offers to your client.
I think I read in a book called, "Life By Design," people have something called a reticular activator, which is basically a hyper sensitivity to the things they are interested in buying.
If somebody is in the early stages of buying a Plasma TV, for example, then they would be more receptive to receiving a newsletter regarding state-of-the-art plasma TVs.
It's a great read, especially in the days of ICANN SPAM rules and regulations.
Somewhat dated, but certainly an excellent read Apr 29, 2007
Having been published in 1999, the book itself is a little dated. Despite that, this is a must read for anyone in the marketing business. The notion of permission marketing, especially in the context of the internet, is tremendously powerful.
I think a few reviewers have referenced it, but I think for companies looking to adopt Seth Godin's approach, the highest hurdle is the investment necessary to lay the groundwork to build the permission model. As Godin discusses at length, the level of interactivity between the consumer and the seller is taken to a whole new level. It requires companies and markeing departments to develop relationships that ultimately leads to sales. The downside is that it can lengthen the sales cycle.
I think it would be interesting to understand how the new technologies of 2006-7 would play into this idea of permission marketing. From You Tube, to having to get by the increasing amount of Spam.... If I read the book accurately, I think the principles would probably remain the same, its the methods of delivery that have changed.
I am in marketing in a B2B technology company. Internally, we discuss how we can better engage clients, prospects and others. Some of Godin's advice has filtered into those discussions. It is clear that to engage our constituencies over the long term, is much more fruitful than some of the traditional marketing methods.
Anyhow, I could go on, but will leave it at that. I do think that it is a must read for anyone in marketing. Grantd, not everything he suggests may be applicable, but I do believe it can help anyone and any marketing group develop new practices in an effort to draw more client in.
I purchased this book from this site. I highly recommend.