Permission Marketing: Turning Strangers into Friends, and Friends into Customers

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Permission Marketing
Turning Strangers into Friends and Friends into Customers
Seth Godin © 1999
Simon and Schuster, NY
ISBN 0-684-85636-0
242 pp. plus index (hdbk)

Godin calls traditional marketing advertising ‘clutter’, an attempt to grab attention. He rightly says this expensive method seldom works. Instead, his plan has marketers receiving potential buyers permission to contact them with information about products. To gain that permission, benefits must be offered that gain the necessary permission.
Godin explains the strategies of this type of marketing, as well as the advantages and difficulties. He relates successful permission marketing by magazines and companies such as Starbucks and various restaurants and grocery stores with their ‘members cards’.
This type of marketing requires personal attention to individual buyers, but the internet and multiple-response soft-ware makes the process possible.
Some of Seth Godin’s books seem like rewrites of common information, but this one does give an interesting view of better marketing methods.

Top Notch Book On The Subject

I plan on implementing many of his ideas into my website. This is the new (Web 2.0) way to more effectively get your message across to the customer without alienating them.

A reviewer

Refreshing! As a marketing consultant, it's very important for me to keep a fresh perspective and not get lost in the scheme of the-ever-changing world of marketing.

An Approach Which Touches The Hearts of Men & Women!

My heart gives a hearty amen to this approach. Permission marketing is people affirming, non-pushing and giving versus taking!

A Lightning Bolt in the Clear Blue Sky

What a remarkable and refreshing perspective on how to gain consumer attention, generate anticipation and attain customer loyalty. I read this book after seeing it in the 'also read' section of another title I was searching for. It melded flawlessly with a marketing solution and philosophy I believed in and had long been trying to create for a product. The book goes beyond marketing into customer service, retention, and recurring sales. I believe it dovetails seamlessly into the sales technique of 'solution selling'. Definitely, a must read for those who believe that how you treat a customer is important from the very beginning. It all comes down to respect. Respect his time, his intelliegence and his loyalty.

Heavy on Hype....

A decent book for those who know little about the topic, it is pretty heavy on the hype of 'permission marketing'. Hardly a new concept, Seth Godin's world-centric view is a repackaging of good ol' relationship-based selling. Nonetheless, if you are looking for a quick read that will give you a sense of how things *can* work in Internet marketing, you might want to check it out.

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