- Permission Marketing
- Turning Strangers into Friends and Friends into Customers
- Seth Godin © 1999
- Simon andSchuster,NY
- ISBN 0-684-85636-0
- 242 pp. plus index (hdbk)
Godin calls traditional marketing advertising ‘clutter’, an attempt to grab attention. He rightly says this expensive method seldom works. Instead, his plan has marketers receiving potential buyers permission to contact them with information about products. To gain that permission, benefits must be offered that gain the necessary permission.
Godin explains the strategies of this type of marketing, as well as the advantages and difficulties. He relates successful permission marketing by magazines and companies such as Starbucks and various restaurants and grocery stores with their ‘members cards’.
This type of marketing requires personal attention to individual buyers, but the internet and multiple-response soft-ware makes the process possible.
Some of Seth Godin’s book seem like rewrites of common information, but this one does give an interesting view of better marketing methods.
Where to buy this book: Amazon.com