| | |  | Andy Sernovitz | | Home » | | | | | | | Product Promotions: | | | | | Description: | | 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 | | | Product Details: | | | Author:
| Seth Godin | | Hardcover:
| 256 pages | | Publisher:
| Simon & Schuster | | Publication Date:
| May 06, 1999 | | ISBN:
| 0684856360 | | Package Length:
| 7.5 inches | | Package Width:
| 5.6 inches | | Package Height:
| 1.2 inches | | Package Weight:
| 0.6 pounds | | Average Customer Rating:
| based on 132 reviews |
| | | | Customer Reviews: | |
Average Customer Review:
 Write an online review and share your thoughts with other customers.
This book changed my careerAug 06, 2008 This book changed my career - ever since reading it I've pushed the surf company that I work for to adopt the marketing tactics that are so eloquently laid out in this book. We have just gotten to a level now where we're ready to begin implementing those concepts and a lot of people at work are very excited about the prospect of increasing our sales.
The entire concept of permission marketing seems like a natural way to rise above the noise of traditional interruption marketing techniques and Seth lays it out in a manner that's not only informative, but it's also fun to read.
Another aspect of this book that I like a lot is that it's such a trip down memory lane - Seth goes into the histories of a large number of Web 1.0 Internet startups and talks about their attempts at using Internet marketing. The fact that this guy was able to make so many nuanced observations back in the early years of the World Wide Web is a credit to his foresight and natural marketing capabilities. I highly recommend this book to anyone running (or in my case, helping run) a small business.
0 of 1 found the following review helpful:
Good readJun 13, 2008 Nutshell review - A good read written in a easy to read style. Good insights and ideas. Worth reading.
0 of 1 found the following review helpful:
Great Book So Far, Especially for Realtors!Apr 03, 2008 Not done reading it yet, however, so far it is just what I expected and great for Realtors!
0 of 1 found the following review helpful:
Essential marketing materialJul 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 permissionJun 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.
| | |
|