“Permission marketing is the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them.” – Seth Godin, business blogger and author
The quote from Seth Godin above, taken directly from a book he wrote titled “Permission Marketing: Turning Strangers into Friends and Friends into Customers”, captures an ideal that he has preached for much of his career. That is, companies and marketers need to stop “spamming” consumers with marketing messages they didn’t ask for. The best companies spend time and money developing an audience, a loyal following that is ready and willing to listen to your marketing messages.
Permission marketing is just what it sounds like. It’s the strategy behind getting people to give you permission to market to them.
Permission marketers take the time required to establish an audience of interested prospects. They give people something that they want. They fill a need. They ask for feedback. They build opt-in lists.
Permission marketing takes time. Permission marketers are patient. But the payoff for the successful permission marketer is huge. Because once you establish an active, attentive audience for your marketing, the return on your investment in marketing will be far greater than your colleagues who don’t have permission.
Permission marketing is an ideal that we can all work towards. Step one is finding your audience. Who are they and what need are you filling for them? Once you can answer that question, it’s time to get to work.