Permission Marketing Book Summary : Turning Strangers to Customers

Permission Marketing Book Summary

In this book, Seth Godin tackles a marketing concept that will resonate with you whether or not you’re a marketer. Seth discusses how traditional marketing attempts to draw our attention by incessantly ‘interrupting’ us. This strategy worked temporarily . Over time, however, consumers desensitized themselves to the constant interruptions. While ‘Interruption Marketing’ dies a slow death, ‘Permission Marketing’ makes a comeback .

E-Myth Revisited Book Summary

Click here to Watch the Animated Book Summary

Big Idea #1:  Permission Marketing: A privilege, not a right

Traditional marketing uses deliberate interruptions to make a sale. These interruptions are rarely ever relevant or personalized. Interruption marketing essentially claims the right to market to a consumer. You can see how this is a losing long-term strategy.

Permission marketing recognized how interruptions can be easily ignored. Thus, it approaches marketing with a different strategy. It asks for permission to market to a consumer. Once permission is received, the marketer treats it as a privilege. The marketer will respect the permission, and the consumer receives only relevant messages.

In the long run, permission marketing builds anticipation. Interruption marketing, on the other hand, builds frustration.

Big Idea #2 :Permission Marketing: Date your customer before the big proposal

Interruption marketing is like dressing in a fancy suit, walking into a bar and the first thing you say to each girl is: “Will you marry me?”. If she says “No” , you move on to the next girl.  The Permission Marketer will dress up in the same fancy suit and walk into the same bar. But instead of asking the customer to marry him, he'll ask "Can I buy a drink?".  If permission is received, the marketer will then ask for a date. After fostering that relationship he’ll ask for the customer's hand in marriage (ask for a purchase).

Interruption marketing follows the “Spray and Pray” tactic. Sure, you’ll score some sales. But at what cost? Permission Marketing guides the customer through various steps of the process with their express approval. This increases the success rate.

Big Idea #3: With Great Permission Comes Great Responsibility

Seth Godin discusses the various levels of permission granted by a consumer to a marketer. The lowest level of permission is ‘Situation Permission' where the marketer simply asks permission to assist. The highest level is 'Intravenous Permission' where the marketer makes purchasing decisions for the consumer.

Each level has an associated trust factor. The more permission granted — the greater trust you receive. But violating that trust will have equally corresponding damage. For example, let’s say a customer grants you permission to assist him (Situation Permission) But you violate that trust by providing irrelevant/wrong information, he may just forgive you. But if you violate an Intravenous Permission level, you’re most likely never going to hear from that customer again.

Final Thoughts: Permission Marketing is a process. It requires a 'time' investment. But the returns are definitely worth it. When the customer receives an anticipated, personal and relevant message, they are more likely to be a loyal repeat customer.

We delivered one page summaries & actionable content to our readers every week!

Join a new age of business-education

No fluff. Just concise, actionable content.

You can pick up Permission Marketing  from Amazon in hardcover, Kindle or Audiobook format 🙂

E-Myth Revisited Book Summary

Join a new age of business-education

No fluff. Just concise, actionable content.

About the author

Shawn Dexter

Shawn Dexter is a Product Manager, Entrepreneur & Software Developer. He is passionate about innovation management & technology.

11 comments
vpn special coupon code 2024

Do you have a spam issue on this blog; I also am a blogger, and
I was wondering your situation; many of us have created some nice procedures
and we are looking to trade methods with other folks, be sure to shoot me an e-mail if interested.

Reply
vpn 2024

This is really attention-grabbing, You are an excessively skilled blogger.

I’ve joined your rss feed and stay up for searching for more of your great post.
Also, I’ve shared your web site in my social networks

Reply
vpn 2024

I’m not positive where you’re getting your information, however great topic.

I must spend some time finding out more or understanding more.

Thank you for fantastic info I was looking for this information for my mission.

Reply
vpn special coupon code 2024

If some one needs expert view regarding blogging and site-building after that i suggest him/her to
visit this weblog, Keep up the good job.

Reply
vpn special coupon

Very good article. I definitely love this website.

Stick with it!

Reply
vpn 2024

Hi, i think that i saw you visited my web site so i came to “return the favor”.I’m attempting to find
things to improve my site!I suppose its ok to use a few of your ideas!!

Reply
facebook vs eharmony to find love online

I’ll right away take hold of your rss as I can’t in finding your email subscription link or e-newsletter service.
Do you’ve any? Kindly allow me recognize so
that I may subscribe. Thanks.

Reply
eharmony special coupon code 2024

It is appropriate time to make a few plans for the longer
term and it is time to be happy. I have read this submit and if I could I desire
to counsel you few fascinating things or suggestions.
Maybe you could write next articles regarding this article.
I want to learn more issues approximately it!

Reply
nordvpn special coupon code 2024

Since the admin of this web site is working,
no hesitation very shortly it will be well-known, due to its feature contents.

Reply
Click here to add a comment

Leave a comment: