Too Long to Make it's Point....Long on Anectdotes, Short on Facts

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	• Permission Marketing : Turning Strangers Into Friends And Friends Into Customers Seth Godin Simon & Schuster, 1999 - 256 pages average customer review:based on 130 reviews view larger image
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highly recommended

Too Long to Make it's Point....Long on Anectdotes, Short on Facts

Could have been reduced by half and been just as effective. A simple read. Decent for drilling home the point of permission marketing. This book is best for jump starting your brain in the right direction. More educated readers will be a tad borded. Still a worthwile read for what it is though.

Have no fear of media fragmentation

Seth Godin's 1999 book on permission marketing looked like just another fad "pop" marketing book. But it's stood the test of time. He explains how marketers can adapt to the proliferation of media (specialty magazines, many cable TV channels) and better target their customers.

More importantly, he gives the most prescient analysis of how the Internet can be integrated as part of a firm's promotional mix. His "Five Levels of Permission" develops a continuum for Customer Relationship Management.

This book is an easy read and belongs on the bookshelf of every marketing professional.

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Cutting Through the Clutter

To gain the attention of consumers, marketers must cut through the clutter. According to Seth Godin, author of the book "Permission Marketing", "the average consumer sees about one million marketing messages a year -- about 3,000 per day."

Godin calls the traditional approach to getting consumer attention "Interruption Marketing." The key to each and every ad, contends Godin, is to interrupt what you are doing in order to get you to think of something else. The problem, as Godin sees it, is that "to deal with the clutter and the decreasing effectiveness of Interruption Marketing, they're interrupting us even more!"

According to Godin, "every marketing campaign gets better when an element of permission is added." Interruption Marketing fails because it is unable to get enough attention. Permission Marketing works by taking advantage of this fact.

Consumers are willing to pay handsomely to save time, which is wasted by Interruption Marketing. Permission Marketing offers the consumer an opportunity to volunteer to be marketed to. Permission Marketing, as Godin sees it, "is a lot like dating" and he offers these five steps to "dating" your customer:

FIVE STEPS TO DATING YOUR CUSTOMER
1. Offer an incentive to volunteer
2. Using the attention offered by the prospect, offer a curriculum over time, teaching the consumer about your product or service
3. Reinforce the incentive to guarantee that permission is maintained
4. Offer additional incentives to get even more permission
5. Over time, leverage the permission to change consumer behavior toward profits

These comments first appeared in Pharma Marketing News (see "Out-of-the-box Marketing: Will it Work for Pharma? http://www.pharma-mkting.com/news/pmn27-article02.html).

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Thanks for asking . . .

Mr. Seth Godin, V.P. Direct Marketing at Yahoo!, tells us how to turn strangers into friends and friends into customer in the excellent book on how to be successful in marketing your products and services. I can only hope that every SPAM marketer, direct mail marketer and fax-blast marketer reads this book. Perhaps if they do, we will all have a lot fewer useless intrusions in our lives.

The bottom line of this very well written and entertaining book is that Godin advises us that "The goal is to avoid surprising the consumers and interacting with them by sending only messages they expect." Those of us who were trained in consultative selling techniques will recognize much of what Godin advocates, but he packages even these "old ideas" in such a way as they are now usable in the new world of internet communications and e-commerce.

Godin gives us the logic behind what most of us have intuitively decided is true - TV advertising doesn't work, direct marketing (as done today) is a waste of time and money, we are squandering our internet marketing opportunity, and we are alienating potential long-term relationships. Godin outlines for tests for permission marketing which, by definition, offers consumers incentives to accept advertising voluntarily. Permission Marketing must: 1. encourage learning relationships with your customers. 2. track the people who have given you permission to communicate with them. 3. provide marketing curriculum to teach people about your products/services. And 4. allow you to deepen your permission to communicate with those people in your permission marketing database.

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Seth Rocks!

If you really want to hear it like it is, with words that flow comfortably and with a real sense of personality - read Seth's books.

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