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Permission Marketing: Turning Strangers Into Friends And Friends Into Customers
£4.80
Whether it is the TV commercial that breaks into our favourite programme or the telemarketing phone call that disrupts a family meal, traditional advertising is based on the hope of snaring our attention away from whatever we are doing. Seth Godin calls this Interruption Marketing, and, as companies are discovering, it no longer works. Instead of annoying potential customers by interrupting their most coveted commodity, time, Permission Marketing offers consumers incentives to voluntarily accept advertising. Now the Internet pioneer who has dramatically improved marketing effectiveness in media introduces a fundamentally different way of thinking about advertising products and services. By reaching out to only those individuals who have expressed an interest in learning more about a product, Permission Marketing enables companies to develop long-term relationships with customers, create trust, build brand awareness, and greatly improve the chances of making a sale.
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Additional information
| Publisher | New edition (5 Feb. 2007), Simon & Schuster UK |
|---|---|
| Language | English |
| Paperback | 256 pages |
| ISBN-10 | 9781416526667 |
| ISBN-13 | 978-1416526667 |
| Dimensions | 13 x 2 x 19.8 cm |
by Amazon Customer
You have to market right, and you have to have the right to market. I found this book packed with invaluable advice. Seth makes things so clear and obvious—both the problem and the solution.
by Katia Vione
You don’t need to read past the introduction to understand the point. The book feels quite repetitive.
by Rimvydas Girstautas
I bought this book which was recommended by my lecturer and couldn’t not stop reading. Finished it in one-day, a must read for any marketing student or business professional.
by cc177
I received this order sooner than expected and so far I’m loving the content of this book, which is now almost a classic among internet marketing circles.
by Gurminder
I must admit, I was looking forward to this book having read many of the earlier reviews – I’m always one for giving authors the benefit of the doubt. However, on this occasion, the reviewers that didn’t rate this book very highly were correct.
From the outset, the author admits that he is revisiting a topic that he first discussed a decade or so earlier, which is fine. The issues lie in the fact that he has not updated the book to deal with marketing in the current climate (or at least at the time of writing the book second time around). The initial part of the book sets the scene and describes the fundamentals of permission marketing. Sadly, the book never really takes off from here. The middle of the book gets muddled and the number of mnemonics and rules on permission marketing start to increase. Before you know it, you’re flicking back to earlier chapters to recall what the author is on about.
The books ends completely flatly and I came away wondering what I had learned that I didn’t already know. Every chapter seems like a repetition of the previous one, and in the end, I started to lose focus. The blatant lack of up-to-date and non-American examples is the real shocker. Very rarely does the author provide specific examples of how permission marketing has worked/not worked. I think the book would have been stronger and benefited greatly from recent case studies from companies around the world.
As one earlier reviewer has put it, the ideas within the book, whilst initially look sound, are actually outdated; or at least feel outdated.
I would recommend people who are considering this book type in permission marketing into google and see some of the online discussions and posts about the subject. You’ll save yourself the price of this book, which fails to live up to expectations.
by Irina D.
I am a fan of most things that Seth Godin does, so it’s quite easy to give this book a top rating – but first of all some points to watch: –
1. You gain nothing by buying the latest edition of the book – it’s exactly the same as the original except for the preface where he explains why he has deliberately not updated the book.
2. You don’t need to read this book if you subscribe to his daily blog (which I do). The only thing that the book brings to the table is that it’s all in one place, plus he gives examples, except they are all American examples and all 12 years out of date (and remember: this is about the internet).
[By the way, I once emailed Seth Godin asking him for examples to illustrate the points in his blog posts, and he replied saying that there are many examples in his books.]
3. It’s possible to download the first few chapters for free from his website and read them as a pdf. Funnily enough, it was reading the first part of the book in this way which persuaded me to buy it.
What the book is about: –
The central idea of the book is very powerful: Most of the marketing and advertising in the 20th century was “interruption marketing” eg newspapers, TV advertising etc. In the modern era there is so much advertising clutter, than most people ignore conventional advertising and instead can be sold to by the marketer building a relationship, over time, with the customer. Powerful stuff – and I recommend all business people to read it.
by Genstein
When Seth wrote this it was revolutionary. But our social media world is now at the place where it better understands the idea of PULL rather than PUSH, so this book becomes less revolutionary over time.
Seth talks about ‘Permission’ marketing, which is the opposite to broadcast. In the broadcast marketing world, we push messages out to people, without asking them if they’d like to see them. This is un-targeted and ineffective. Permission Marketing is about building what Seth calls a Permission Asset. This can be an email list, customer bass, network, following, community, etc, that has given you permission to market to them. This means that when you send out your message, these people are not only likely to buy, but they WANT to buy.
Good thoughts, but if you’ve read Seth’s other books, no need to read this one.
by AmazonCraig
Small boring black text, not that I require a book with lots of pretty pictures to look at but just something, even some bullet points to add a bit of excitement into it… Jeeeez, my eyes were bleeding after half hour of reading this…
Fast delivery though and don’t know if I’ll read the rest, maybe if electricity ceases to exist and we’re back among the land grazing for food like the animals, I may read it in between hunts for food. 😀 or better yet, if I run out of toilet paper, it will be my go to book. Ha ha cheers, Craig