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Amazon.com Review

Seth Godin, one of the world's foremost online promoters, offers his best advice for advertising in Permission Marketing. Godin argues that businesses can no longer rely solely on traditional forms of "interruption advertising" in magazines, mailings, or radio and television commercials. He writes that today consumers are bombarded by marketing messages almost everywhere they go. If you want to grab someone's attention, you first need to get his or her permission with some kind of bait--a free sample, a big discount, a contest, an 800 number, or even just an opinion survey. Once a customer volunteers his or her time, you're on your way to establishing a long-term relationship and making a sale. "By talking only to volunteers, Permission Marketing guarantees that consumers pay more attention to the marketing message," he writes. "It serves both customers and marketers in a symbiotic exchange." Godin knows his stuff. He created Internet marketer Yoyodyne and sold it in 1998 to Yahoo!, where he is a vice president. Godin delves into the strategies of several companies that successfully practice permission marketing, including Amazon.com, American Airlines, Bell Atlantic, and American Express. Permission marketing works best on the Internet, he writes, because the medium eliminates costs such as envelopes, printing, and stamps. Instead of advertising with a plain banner ad on the Internet, you should focus on discovering the customer's problem and getting permission to follow up with e-mail, he writes. Permission Marketing is an important and valuable book for businesses seeking better results from their advertising. --Dan Ring

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Review

Tom Peters Seth Godin moves to the front ranks of Internet Marketing Gurus with this masterful book. It's trite to say it, but this is a real "must read."Business Week Seth Godin is the ultimate entrepreneur for the Information Age.Robert Tercek Senior Vice-President, Sony Pictures Entertainment The principles of Permission Marketing are incredibly valuable to everyone involved in media today.Lester Wunderman Chairman-Emeritus of Wunderman Cato Johnson, the largest direct-marketing firm in the world; author of Being Direct. Advertisers are going to have to learn how to deliver messages with frequency and low cost if they are to cope with the increasing competition for the consumer's attention. Seth Godin's Permission Marketing is a big idea.William C. Taylor Founding Editor, Fast Company Godin and his colleagues are working to persuade some of the most powerful companies in the world to reinvent how they relate to their customers. His argument is as stark as it is radical: Advertising just doesn't work as well as it used to -- in part because there's so much of it, in part because people have learned to ignore it, in part because the rise of the Net means that companies can go beyond it.Mark Kwamme CEO, CKS Group Permission Marketing is a testament to Godin's profound grasp of digital marketing. "Interruption Marketers" everywhere would do well to read this book.Eric Hippeau Chaiman, Ziff-Davis, Inc. Finally, here's a measurable method for marketing in a world filled with clutter.

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Product details

Hardcover: 256 pages

Publisher: Simon & Schuster; 1 edition (May 6, 1999)

Language: English

ISBN-10: 0684856360

ISBN-13: 978-0684856360

Product Dimensions:

5.5 x 0.9 x 7.5 inches

Shipping Weight: 11.2 ounces (View shipping rates and policies)

Average Customer Review:

4.2 out of 5 stars

214 customer reviews

Amazon Best Sellers Rank:

#76,460 in Books (See Top 100 in Books)

This book is about 17 years old which means the knowledge is in the neighborhood of 20 years old but really it is much older. Why read it? Because this is as or more relevant now, 2016, than it was in 1999. I tend to be a bit biased to some older books and this one is no exception. Why? Because it was written before books became the trendy thing "to do" because it was great for marketing. Any chance you have to learn from a practitioner you'll be better off than reading what some college professor or researcher or worse, someone who is just trying to market/brand themselves.More signs of a good book; If you can take it's content and apply it to the current times and it will still produce profits. Want more? Although he might have been slightly off on a couple of things, a good chunk of this book is essentially Mr. Godin looking into a crystal ball and describing the future.A great intersection of past knowledge, current trends(circa 1999 but still relevant) and a wonderful philosophy, compiled by a human being that repeatedly helps makes humanity better.

I loved this book. As a business owner without formal business schooling, this was helpful to get me thinking rightly about marketing. During every chapter, I found myself stopping to make notes, stopping to write down ways to implement the information into my own strategy, and also recognizing some mistakes I was making. Some of the material about internet marketing is dated, so it requires a bit of translating into the modern era, which is crazy to say, since this book isn't that old. I'd love to read more from him that explores these same concepts, but with contemporary internet examples.If you have a decent understanding of how internet marketing works currently, and what current tools are available, it won't be too difficult to translate this material into today's world.

Below are key excerpts from the book that I found particularly insightful:1- "As clutter has increased, advertisers have responded by increasing clutter. And as with pollution, because no one owns the problem, no one is working very hard to solve it."2- "In addition to clutter, there's another problem facing marketers. Consumers don't need to care as much as they used to. The quality of products has increased dramatically It's increased so much, in fact, that it doesn't really matter which car you buy, which coffee maker you buy, or which shirt you buy They're all a great value, and they're all going to last a good long while."3- "To summarize the problem that faces the Interruption Marketers: 1. Human beings have a finite amount of attention. 2. Human beings have a finite amount of money. The more products offered, the less money there is to go around. 4. In order to capture more attention and more money. Interruption Marketers must increase spending. 5. But this increase in marketing exposure costs b\ money. 6. But, as you've seen, spending more and more money in order to get bigger returns leads to ever more clutter. 7. Catch-22: The more they spend, the less it works. The less it works, the more they spend."4- "Five Steps to Dating Your Customer: 1. Offer the prospect an incentive to volunteer 2. Using the attention offered by the prospect, offer a curriculum over time, teaching the consumer about your product or service. 3. Reinforce the incentive to guarantee that the prospect maintains the permission. 4. Offer additional incentives to get even more permission from the consumer. 5. Over time, leverage the permission to change consumer behavior toward profits."5- "Permission Marketing Is Anticipated, Personal, Relevant: Anticipated—people look forward to hearing from you. Personal—the messages are directly related to the individual. Relevant—the marketing is about something the prospect is interested in."6- "Permission Marketing is the tool that unlocks the power of the Internet. The leverage it bring to this new medium, combined with the pervasive clutter that infects the Internet and virtually every other medium, makes Permission Marketing the most powerful trend in marketing for the next decade."7- "By focusing media on getting permission instead of making the ultimate sale, marketers are able to get far more out of their expenditures. The response rate to a free sample or c affinity program or a birthday club might be five or ten times the response rate of an ad asking for a sale."8- "There are five levels of permission. The highest level of permission is called the "intravenous" level. The fifth and lowest is called the "situation" level. Here are the five levels in order of importance. 1. Intravenous (and "purchase-on-approval" model) 2. Points (liability model and chance model) 3. Personal relationships 4. Brand trust 5. Situation. There's a sixth level, but it's so low I won't even refer to it as a level at all. It's called spam (unsolicited advertising), and it's covered last."9- "Once you have earned permission, you must keep it land attempt to expand it. These four rules go a long way to help marketers understand permission: 1. Permission is nontransferable. 2. Permission is selfish. 3. Permission is a process, not a moment. 4. Permission can be canceled at any time."10- "Miss the opportunity to build a permission relationship directly with the consumer, and your company is likely to become a commodity supplier. If you acknowledge the coming power of the permission holder yet choose to avoid the battle to become one, you can still win. If you start now, you can optimize your company for the role of supplying the permission holder, making yourself more attractive to these gatekeepers and locking in the long-term relationships that can give you insulation moving forward. On the other hand, if you go for the opportunity to deal direct, you'll face the wrath of your existing intermediaries. It'll be expensive to build and maintain a permission base, and risky too. But if you succeed, you will have built an asset that can offset the demands of the gatekeepers. You'll be able to maintain fair pricing and generate better profits."

Old as the hills, but the basic premise is just as relevant. It’s sucks to make claims about the internet in print because Seth’s record is in stone now. It’s funny to see how wrong he is in the details but overall, Seth Godin is so right on so many other things. I took away a few ideas to help build my presence with my clients so it was well worth the read.

Good concepts. He's definitely got a great idea. I wish I had looked at the year it was published before I read it. Being written in 99 means that the internet and all of the different marketing techniques hadn't really come to maturity quite yet.Seth spends a good amount of time evangelizing 'the Net' and how important it will be.Good book. Happy I read it. Wish it was written more recently so that the advice offered was more actionable.

I'm sure this book was like revelation when it was first released. I wish I was into marketing at that time. I've come across the principles of building an audience and selling to them internally before finding this book.What was in this book that I never happened to come across is the levels of permission. Even if you've been building an audience and marketing internally, You should get a copy of the book for what it says about the different permission levels.

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