This is the twelfth book in the series Learning Together and Leading Together where we are going through the Personal MBA plan curated by Josh Kaufman. Our goal is to get through 99 books this year. Do we read the whole book? Nope. We digest the summary(s) of the book and I give my thoughts and you give your thoughts. Feel free to follow along and comment if you would like.
The best summary I found on this book was found here by Jonathan Chiriboga.
Major point of this book are:
Interruption Marketing: traditional, untargeted, unmeasurable marketing that bothers you.
Permission Marketing: targeted, relevant, useful marketing that is presented to you at the right time and place because you allowed it to happen.
5 Main Themes of Permission Marketing:
- When you are a Permission Marketer, you are a farmer and constantly need to work at harvesting your crop/customers, as opposed to an Interruption Marketer who is just a hunter and tries to kill something once with a single bullet
- Permission is a process, not a single moment
- Never breach the trust of your customer once they grant you permission to speak with them by selling their data to someone else
- Frequency is always better than Reach
- Give a prospect a reason to pay attention – you have to offer an explicit reward, information, education, entertainment, or even cold hard cash to get the customer to opt-in to the message
My Thoughts: This book was written in 1999 and I read through it many years ago. It has examples in it that are now old by the concepts in it are still right on target. In fact, great marketing today is still based on these principles. You see it use to be whoever yelled the loudest won. Today that is not the case.
We have so many choices today that it can be overwhelming. Sometimes our choice comes down to convenience and sometimes it comes down to preference. Most of the time it today it comes down to who we give permission to.
The prime example of these principles working is in the shoe industry. If I asked you who had more followers on Facebook: Adidas, Nike, or Converse. What would you say? Before permission I would have said Nike. Why? Because they yelled the loudest when I was a kid. Today though it is Converse. Not because they built a better shoe but because they asked their community what they wanted. Their community wanted music you couldn’t find anywhere else. So Converse went out and put great, hard to find music on their Facebook page and gave it away for free. Did people interact with the page? You better believe it. Did Converse then have permission to sell their shoes to those fans? Yep. That is permission marketing.
If you need a copy of the book go here: [amazon_enhanced asin=”0684856360″ /]
What did you think of this book? Are you getting permission or are you yelling?