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    Home > Articles > Books

    Permission Marketing by Seth Godin, Don Peppers


    Godin argues that businesses can no longer rely solely on traditional forms of "interruption advertising" in magazines, mailings, or radio and television commercials. 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. 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 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. Permission Marketing is an important and valuable book for businesses seeking better results from their advertising.

    "Permission Marketing" helps marketers shape their message so that consumers will willingly accept it rather than interrupt them during a favorite program or the family dinner. Interruption Marketing -- as companies are discovering, no longer works. Permission Marketing offers consumers incentives to accept advertising voluntarily. Godin demonstrates how marketers are already profiting from this key new approach in all forms of media.

    Permission Marketing explains the differences between Interruption Marketing (old-style newspaper, TV and radio ads) and Permission Marketing--where visitors ask to be kept informed and willingly share information about themselves and their purchasing needs.

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