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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.
- Sales Rank: #46518 in Books
- Color: Yellow
- Published on: 1999-05-06
- Released on: 1999-05-06
- Original language: English
- Number of items: 1
- Dimensions: 7.50" h x .90" w x 5.50" l, .68 pounds
- Binding: Hardcover
- 256 pages
Amazon.com 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 Publishers Weekly
Godin, a business whiz kid who does direct marketing for Yahoo!, asks a provocative question: Does advertising work? He cites example after example of recent misguided campaigns, a "waste jamboree" of traditional ads aimed at consumers who no longer care. There's an "infoglut" out there, he says, of ads in myriad media whose only power is to "interrupt" people's lives. Godin's professional journey to his current status as a guru of online promotion began with his work for such industry bigs as Prodigy and AOL. Now, he specializes in direct-mail campaigns online, where he takes advantage of the interactive nature of the technology. Using traditional terms such as reach and frequency to define his efforts, he moves further, into the touchy-feely area of "permission marketing," his term for developing a personal relationship with consumers, where they actually enjoy receiving correspondence. On tape, Godin's message is winning because of his youthful attitude: self-assured, at times cocky, but always sensible. Based on the 1999 Simon & Schuster hardcover. (Aug.)
Copyright 1999 Reed Business Information, Inc.
Review
Tom Peters Seth Godin moves to the front ranks of Internet Marketing Gurus with this masterful book. It's trite to say it, but this is a real "must read."
Business Week Seth Godin is the ultimate entrepreneur for the Information Age.
Robert Tercek Senior Vice-President, Sony Pictures Entertainment The principles of Permission Marketing are incredibly valuable to everyone involved in media today.
Lester Wunderman Chairman-Emeritus of Wunderman Cato Johnson, the largest direct-marketing firm in the world; author of Being Direct. 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.
William C. Taylor Founding Editor, Fast Company 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.
Mark Kwamme CEO, CKS Group Permission Marketing is a testament to Godin's profound grasp of digital marketing. "Interruption Marketers" everywhere would do well to read this book.
Eric Hippeau Chaiman, Ziff-Davis, Inc. Finally, here's a measurable method for marketing in a world filled with clutter.
Most helpful customer reviews
0 of 0 people found the following review helpful.
I loved this book
By Ryan Donovan
I loved this book. As a business owner without formal business schooling, this was helpful to get me thinking rightly about marketing. During every chapter, I found myself stopping to make notes, stopping to write down ways to implement the information into my own strategy, and also recognizing some mistakes I was making. Some of the material about internet marketing is dated, so it requires a bit of translating into the modern era, which is crazy to say, since this book isn't that old. I'd love to read more from him that explores these same concepts, but with contemporary internet examples.
If you have a decent understanding of how internet marketing works currently, and what current tools are available, it won't be too difficult to translate this material into today's world.
1 of 1 people found the following review helpful.
A "Very" Important Book.
By Susanna Hutcheson
This book officially marks the entry of a new kind of marketing for the new century --- the only kind of marketing that will work today and on into the next millennium.
Forget all you ever learned. Oh sure, you have to do the old interrupt marketing to get people to raise their hands and show interest. But after that, you have to have the consumer's permission to market to them.
This book is well written and highly understandable. It makes sense. It tells it like it is.
Anyone who has anything to sell must read this book. Anyone who expects to survive in the business world today, whether in a corporation or as an entrepreneur, must read this book.
There will be more books written on Permission Marketing. And hopefully they will go into more detail on exactly "how" to use this lively and exciting new marketing. But this is the mother of them all. This is the book that gives birth to Permission Marketing. And those who don't read it will be sorry they missed out of this important beginning.
--- Susanna K. Hutcheson, Advertising & Direct Mail Copywriter/Consultant
4 of 4 people found the following review helpful.
If you are a "marketer" of any sort, read this book NOW!
By Rex
I had never heard of "permission marketing" until I heard Mr. Godin speak at, of all things, Peter Lowe's "Success" seminar. He was given a few minutes at noon, and spoke to an auditorium that had pretty much emptied itself to go to lunch after a full morning of live infomercials. He was fantastic! I immediately purchased a copy of the book and devoured it in a day. I ordered six more copies and insisted everyone in my company (a marketing/advertising/promotions firm) read it. Buy it and figure out how to make it work for you; if you can't, e-mail me and I'll help you. It's more than a good book, it's crucial!
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