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
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. --This text refers to the Audio Cassette edition.
The mind of Seth Godin unites the core values of life with the intricacies of building relationships in the business world.Published 18 months ago by Kyleobrien
It's a basic concept that every business owner should know. Seth breaks it down nicely and explains how it applies to almost every industry.Published 21 months ago by Kallon John
The book is well written and researched. But not what I expected. I expected something more on the business of internet marketing.Published 22 months ago by Avid reader
It is interesting to see what has come true and how so much of what Godin writes about still applies more than a decade after being published.Published on March 22 2011 by Raj Boora
I "stumbled" in to Search Engine Marketing and now "do it" for a living with car dealerships in the San Francisco Bay Area. Read morePublished on June 8 2004 by David Saunders
So there are steps in every transaction. The whole point of this book is that you don't create lifelong relationships with strangers. Read morePublished on Oct. 29 2003 by A Wall
The suggestion that the old is out and the new, permission marketing, is in has been so thoroughly disproved by actual experience that it's reasonable to ask, just why does anyone... Read morePublished on Oct. 3 2003 by Kit Kat
While Godin does a good job retelling an old story about properly targeting, utilizing appropriate messaging and benefiting from modern (post-internet) media, it is not new. Read morePublished on Aug. 29 2003
While Godin astutely details the need to build relationships with customers, that's been amply covered by other authors. Read morePublished on June 6 2003 by David Camp