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.
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