Beruflich Dokumente
Kultur Dokumente
Seth Godin
Chapter Two
The Basics
Interruption Marketing
- Overwhelms consumers with irrelevant information
Wastes our most coveted commodity, time
Permission Marketing
- Offers the consumer an opportunity to volunteer to be
marketed to
- Encourages consumers to participate in a long-term,
interactive marketing campaign
- Consumers are rewarded in some way for paying attention to
increasingly relevant messages
Chapter Two
Advantages of Permission Marketing
2. Permission Marketing
- Permission Marketing is like dating. It turns strangers into
friends and friends into lifetime customers. Many of the rules of
dating apply, and so do many of the benefits.
Chapter Two
Five steps to “dating” your customer
Job Search
- An interruption marketer looks for a job by sending a resume
to one thousand strangers. A Permission Marketer gets a job by
focusing on one company and networking with them, consulting
for them, working with them until they trust him enough to offer
him a full time position.
Book Publisher
- A book publisher who uses interruption marketing sells
children's books by shipping them to bookstores, hoping that the
right audience will stumble across them. A Permission Marketer
builds book clubs at every school in the country.
Chapter Four
Getting Permission
Permission Marketing
- obtaining a new customer (interruption
marketing) is expensive
- cousin to One to One marketing approach
Hooked on Phonics
-”call (800) ABCDEFG for free info to help your kids”
- no downsides, no money, no price mentioned
- radio add does not sell the product, just gets
permission
Chapter Four
Interruption and Permission Marketing
Fun Tips
- be personal, relevant, specific, always be anticipated (anticipation is better than
expectation).
- Gradually raise the level of permission you extract without surprising the
customer
Final Fact
- Interruption Marketing is all about the cost-per-view of an ad compared to the
profit-per-view to determine whether the ad is useful or not
Chapter Five
Relationships start with…
Trust
-Makes the decision for us about where we buy
-Experience builds that trust
-Pan Am; Million dollar logo
Risk
-Individuals will act with calculated risk based on learned
information
“Trust, it turns out, is not an event. You can’t go from anonymity to trusted brand in a day. Instead it’s a step-
by-step process that requires time and money and commitment”
Chapter Five
Getting to know each other.
Frequency
-Double the length of a fish the weight goes
up by four
-Get out there; everywhere
Chapter Five
Think love. Not lust.
Reach
-Lust
-Touching one hundred people is not the same as
reaching twenty-five people four time
Frequency
-Love
-Past the “getting to know you” phase into the
“finishing sentences” phase
Chapter Five
Ask first. Thank later.
Permission Marketing
-Stop interrupting and begin interacting
-Encourages commitment and frequency
Chapter Five
Change is bad.
-Purchase-upon-approval
-Second level of authorization is required by customer
before they are billed, they are able to say no
-For example, credit cards you’re charged for having,
even if you don’t use them, or Amazon suggesting items to
Chapter Six
Points Permission Level
Permission Marketing
- People care very little about companies, products, other
consumers, and especially being talked to without their permission;
people are selfish
- Consumers are in control; not marketers
- People are selfish about their time and their attention
Interruption Marketing
- Hold people hostage; doesn’t provide them with a want to
pay attention
- Doesn’t reward consumers and provides no benefit for
giving permission
- Speaks in a monologue AT consumers not WITH consumers
Chapter Seven
Permission is a process, not a moment
Interruption Marketing
- Measures results directly following the marketing
i.e. Orders placed after a direct mailer is sent out
Permission Marketing
- Begins with an interruption but evolves into a dialogue
- Like dating it takes many conversations for a relationship
to flourish
- Social media communications, online B2C forums, instant
chat services are all forms of process oriented marketing designed
to engage consumers before AND after the sale
Chapter Seven
Permission can be cancelled at any time
Interruption Marketing
- The customer is at the mercy of the marketer
- Marketers can send as many advertisements as
they can afford to do
Permission Marketing
- Marketing messages must be created to ensure
that its not the last one
- Knowing the end is always a moment away
makes
the marketer do a better job