Permission Marketing: Turning Strangers into Friends and Friends into Customers

“Creating value through interaction is far more important than solving a consumer’s problem in thirty seconds.”

“Frequency led to awareness, awareness to familiarity, and familiarity to trust. And trust, almost without exception, leads to profit.”

“Permission Marketing Is Anticipated, Personal, Relevant”

“Permission Marketing is just like dating. It turns strangers into friends and friends into lifetime customers. Many of the rules of dating apply, and so do many of the benefits.”

“in virtually every industry the most trusted brand is also the most profitable. Frequency led to awareness, awareness to familiarity, and familiarity to trust. And trust, almost without exception, leads to profit.”

“The biggest secret of the Internet is that it is inherently a direct marketing medium. In fact, the Internet is the greatest direct marketing medium of all time.”

“marketers have turned advertising into an interactive process. Using relationships and frequency and permission,”

“Marketing guru Jay Levinson figures you have to run an ad twenty-seven times against one individual before it has its desired impact. Why? Because only one out of nine ads is seen, and you’ve got to see it at least three times before it sinks in.”

“Before a marketer can build trust, it must breed familiarity. But there’s no familiarity without awareness. And awareness—the science of letting people know you exist and getting them to understand your message—can’t happen effectively in today’s environment without advertising.”

“Because frequency is free in an online permission program, and much more effective offline, the marketer has the luxury of riding the impact curve up without a matching cost curve.”

“Multiply that scenario by one hundred or one thousand books a year. Using permission, Amazon can fundamentally reconfigure the entire book industry, disintermediating and combining every step of the chain until there are only two: the writer and Amazon.”

“Amazon appears to be building a permission asset, not a brand asset.”

“They’re building an asset that has nothing to do with brand and everything to do with their relationship with you.”

“You can create dozens or even hundreds of paths for an individual to follow from the first contact until the highest level of permission is granted.”

“At that moment, a suite of marketing messages must begin to be applied. The goal is to teach, cajole, and encourage this stranger to become a friend. And once she becomes a friend, to apply enough focused marketing to create a customer.”

“Strangers Friends Customers Loyal Customers Former Customers”

“durability of customer relationships. Invest money in customer retention, because it’s a small fraction of the cost of customer acquisition.”

“By being customer-focused instead of retail-focused, or factory-focused, a manufacturer or merchant can widely increase its offerings, thus increasing share of wallet.”

“In other words, they believe it’s wiser to focus more on increasing sales to a smaller percentage of your existing customers than to find new ones.”

“Permission Marketing represents a huge threat as well as a huge opportunity.”

“Interruption Marketing was easy. Build a few ads, run them everywhere. Interruption Marketing was scalable. If you need more sales, buy more ads. Interruption Marketing was predictable. With experience, a mass marketer could tell how many dollars in revenue one more dollar in ad spending would generate. Interruption Marketing fit the command and control bias of big companies. It was totally controlled by the advertiser, with no weird side effects.”

“Permission Marketing is the tool that unlocks the power of the Internet.”

“¿La confianza en la marca es un nivel de permiso que merece la pena? ¡Por supuesto que sí! Pero se debe vigilar, atender e invertir en ella.”

“The ironic thing is that marketers have responded to this problem with the single worst cure possible. To deal with the clutter and the diminished effectiveness of Interruption Marketing, they're interrupting us even more!”

“industry the most trusted brand is also the most profitable.”

“Permission Marketers are totally obvious about their objectives with the consumer.”