Seth Godin seeks to tackle the challenge of limited time. How does a business effectively take your attention, without it feeling like an interruption from the things you intended to do. Utilizing the type provided by Godin, we will find ways to do just that.
Permission Marketing: The Way To Make Marketing Work Again
Godin points out that it is obviously impossible for you to pay attention to everything that marketers expect you to. The quality of goods nowadays is so high that the incremental differences between product A and Product B are so small that we don’t need to change our allegiance. If we’re happy with our favourite brand, why invest time in trying to figure out how to switch? The trick to making a potential customer care about the information you're presenting is to make the media anticipated, personal and relevant. This is the core of Godin’s Permission Marketing Theory. By making information about your favourite product anticipated, personal and relevant, the vendor captures your attention.
The Four Steps
Godin gives us four steps to the fundamentals of Permission Marketing.
Step 1: Every marketer must offer the prospective customer an incentive for volunteering their attention. If you don’t provide a benefit to the consumer for paying attention, you will be ignored.
Step 2: Using the attention offered by the consumer, the marketer teaches the consumer about the product or service he has to offer specific, focused ways the product will help that prospect.
Step 3: The Permission Marketer must work to reinforce the incentive to ensure the attention continues. That way the marketer can adjust the incentives being offered and fine-tune them for each prospect.
Step 4: The goal is to motivate the consumer to give more and more permission over time. Permission to gather more data about their personal life, hobbies, or interests and ultimately, permission to offer a new category of product for the customer’s consideration. This personalized, anticipated, frequent, and relevant communication has infinitely more impact than a random message displayed in a random place at a random moment.
To conclude, there are four factors to be considered as permission is granted.
- Permission is non-transferable. Once transferred, it ceases to be permission.
- Permission is selfish. The marketer is not in control, the consumer is. And the consumer is selfish. Consumers care very little about you or your company. It’s all about them.
- Permission is a process, not a moment. It begins with an interruption but rapidly becomes a dialogue.
- Permission can be canceled at any time. Consumers can be whimsical. Disrespect them and they disappear.
With these steps and principles in mind, we are well on our way to effectively utilizing Permission Marketing.