Permission Marketing: Turning Strangers Into Friends And Friends Into Customers (Seth Godin)

Below are key excerpts from the book that I found particularly insightful:

1- “As clutter has increased, advertisers have responded by increasing clutter. And as with pollution, because no one owns the problem, no one is working very hard to solve it.”

2- “In addition to clutter, there’s another problem facing marketers. Consumers don’t need to care as much as they used to. The quality of products has increased dramatically It’s increased so much, in fact, that it doesn’t really matter which car you buy, which coffee maker you buy, or which shirt you buy They’re all a great value, and they’re all going to last a good long while.”

3- “To summarize the problem that faces the Interruption Marketers: 1. Human beings have a finite amount of attention. 2. Human beings have a finite amount of money. The more products offered, the less money there is to go around. 4. In order to capture more attention and more money. Interruption Marketers must increase spending. 5. But this increase in marketing exposure costs b\ money. 6. But, as you’ve seen, spending more and more money in order to get bigger returns leads to ever more clutter. 7. Catch-22: The more they spend, the less it works. The less it works, the more they spend.”

4- “Five Steps to Dating Your Customer: 1. Offer the prospect an incentive to volunteer 2. Using the attention offered by the prospect, offer a curriculum over time, teaching the consumer about your product or service. 3. Reinforce the incentive to guarantee that the prospect maintains the permission. 4. Offer additional incentives to get even more permission from the consumer. 5. Over time, leverage the permission to change consumer behavior toward profits.”

5- “Permission Marketing Is Anticipated, Personal, Relevant: Anticipated—people look forward to hearing from you. I Personal—the messages are directly related to the individual. Relevant—the marketing is about something the prospect is interested in.”

6- “Permission Marketing is the tool that unlocks the power of the Internet. The leverage it bring to this new medium, combined with the pervasive clutter that infects the Internet and virtually every other medium, makes Permission Marketing the most powerful trend in marketing for the next decade.”

7- “By focusing media on getting permission instead of making the ultimate sale, marketers are able to get far more out of their expenditures. The response rate to a free sample or c affinity program or a birthday club might be five or ten times the response rate of an ad asking for a sale.”

8- “There are five levels of permission. The highest level of permission is called the “intravenous” level. The fifth and lowest is called the “situation” level. Here are the five levels in order of importance. 1. Intravenous (and “purchase-on-approval” model) 2. Points (liability model and chance model) 3. Personal relationships 4. Brand trust 5. Situation. There’s a sixth level, but it’s so low I won’t even refer to it as a level at all. It’s called spam (unsolicited advertising), and it’s covered last.”

9- “Once you have earned permission, you must keep it land attempt to expand it. These four rules go a long way to help marketers understand permission: 1. Permission is nontransferable. 2. Permission is selfish. 3. Permission is a process, not a moment. 4. Permission can be canceled at any time.”

10- “Miss the opportunity to build a permission relationship directly with the consumer, and your company is likely to become a commodity supplier. If you acknowledge the coming power of the permission holder yet choose to avoid the battle to become one, you can still win. If you start now, you can optimize your company for the role of supplying the permission holder, making yourself more attractive to these gatekeepers and locking in the long-term relationships that can give you insulation moving forward. On the other hand, if you go for the opportunity to deal direct, you’ll face the wrath of your existing intermediaries. It’ll be expensive to build and maintain a permission base, and risky too. But if you succeed, you will have built an asset that can offset the demands of the gatekeepers. You’ll be able to maintain fair pricing and generate better profits.”

  

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Wrap Up

  • 9/10
    Businessq
  • 10/10
    Nonfiction
  • 10/10
    Psychology
  • 8/10
    Selfhelp
  • 8/10
    Leadership

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Shai
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Shai

I would like to try permission marketing in my online business. I have been struggling these past few month in promoting my products. It has been a disaster i tried to make friends with strangers online but they thought i am spamming them. But after reading this i feel like to gotta try again so i could have some leads and leads could turn to sales.

Hueng Chan
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Hueng Chan

I really like your way of thinking. I have been trying this and it does work. I am doing email marketing and i first turn strangers to friends and then friends to customers. But still i am not that good i guess through practice i will make a good friend and a good businessman.

Alex
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Alex

It is not that easy to build a good relationship with clients if we don’t have a good attitude ourself. We need to train our mind to think and to act accordingly in order for others to be interested in what we are doing. We need to brand ourselves.

Malani shrestha
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Malani shrestha

Your review are amazing . I totally wanna read this book after this review.

sean
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sean

Being an online enterpreneur is not as easy as everyone says it is. I have tried and i failed but it doesn’t mean i gave up. I just need to invest more money and time. I also have to make use of your strategy in making friends with strangers and turning friends to customers. I will try this

jacline kelly
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jacline kelly

I found it rather amusing how the book started off with the example of how you’re supposed to think of marketing as asking for a date rather than attempting to propose marriage right off the bat. There’s an endless supply of books and tomes out there trying to explain how you’re supposed to get a date and how hard it truly is.

David john
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David john

David john
davejogut@gmail.com

I think one of the biggest problems facing marketers who are using social media is not learning the tools themselves but in how to use the tools. I used to say when I was teaching social media that my students did not need to be afraid of Twitter. They already have the knowledge of how to market, this was just a new tool. It was like they were building a home with a hammer