Services

Appendix IV - Recommended Reading

Permission Marketing

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

Book Description

The man Business Week calls "the ultimate entrepreneur for the Information Age" explains "Permission Marketing" -- the groundbreaking concept that enables marketers to shape their message so that consumers will willingly accept it. Whether it is the TV commercial that breaks into our favorite program, or the telemarketing phone call that disrupts a family dinner, traditional advertising is based on the hope of snatching our attention away from whatever we are doing. Seth Godin calls this Interruption Marketing, and, as companies are discovering, it no longer works.

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. In his groundbreaking audiobook, 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?

Written for the marketing professional, this book shows how to use the World Wide Web on the Internet to promote products and services and how to create a corporate Web site. Uses screen shots of the latest Web sites to demonstrate what works and what doesn't. Feature interviews with marketing professionals who have extensive experience on the Internet. Includes specific examples of winning techniques which will make a marketing professional successful.