Today’s Book Brief: Permission Marketing by Seth Godin

In 1999, Seth Godin wrote the book Permission Marketing which showed us how turn strangers into friends and friends into customers.

Step #1: Incentive

You have to provide an incentive for people to sign up for your permission marketing. If you wouldn’t take the time to read your marketing materials in the middle of a hectic day, keep searching.

Step #2: Teach

You don’t gain trust in the first interaction. You gain trust by continuing to provide value over time by teaching them how to get better at whatever your brand promises it will do.

Step #3: Reinforce the Incentive

Make sure you are reinforcing the reasons your subscriber signed up in the first place over time — permission marketing is a long-term relationship play.

Step #4: Get More Permission

This is when you start to capture some value from this relationship by gathering more information from them about their needs and their interests.

Step #5: Ask for The Sale

Finally, you are able to ask for the sale with a relevant offer at the right time because of the information you’ve gained and the trust you’ve developed.

So there you have it — Permission Marketing in 60 seconds.

At, we spark conversations that lead to your greatest work. We bring you the best ideas from the world’s most-read business books & bloggers.

If you like this video and want to learn more, buy the book on Amazon or at your local bookstore, and then grab our full 12 minute version by signing up for a free account at

Like what you read? Give Steve Cunningham a round of applause.

From a quick cheer to a standing ovation, clap to show how much you enjoyed this story.