Instead of annoying potential customers by interrupting their most coveted commodity — time — Permission Marketing offers consumers incentives to accept advertising voluntarily. Now this Internet pioneer introduces a fundamentally different way of thinking about advertising products and services. By reaching out only to those individuals who have signaled an interest in learning more about a product, Permission Marketing enables companies to develop long-term relationships with customers, create trust, build brand awareness — and greatly improve the chances of making a sale.
In his groundbreaking book, Godin describes the four tests of Permission Marketing:
- Does every single marketing effort you create encourage a learning relationship with your customers? Does it invite customers to “raise their hands” and start communicating?
- Do you have a permission database? Do you track the number of people who have given you permission to communicate with them?
- If consumers gave you permission to talk to them, would you have anything to say? Have you developed a marketing curriculum to teach people about your products?
- Once people become customers, do you work to deepen your permission to communicate with those people?
And in numerous informative case studies, including American Airlines’ frequent-flier program, Amazon.com, and Yahoo!, Godin demonstrates how marketers are already profiting from this key new approach in all forms of media.