Permission Marketing

Permission Marketing : Turning Strangers Into Friends And Friends Into Customers
This is a great book that is very relevant to business today, even though it was published in 1999. The first three-quarters of the book are interesting and read quickly. The advice given is very pertinent to marketing. The second part is not quite as relevant because internet marketing has changed since 1999. This book is well worth your time to read, however. If you are new to marketing, it will give you a good basis for developing strong relationships with your customers. If you are an old-hand at marketing, it will refresh your views and cut through the advice clutter that exists on the internet today.

Godin notes that, “Technology has changed the world’s approach to advertising.” He then recounts the history of advertising and discusses that to have a bustling economy you need two things: scarcity and things people want. Advertising has changed because “consumers are now willing to pay handsomely to save time, while marketers are eager to pay bundles to get attention.”

Godin’s system does not produce instant results, like some interruption marketing campaigns. However, “permission marketing cuts through the clutter and allows a marketer to speak to prospects as friends, not strangers, “Godin says, “and is the most powerful trend in marketing for this decade.”