Title: Permission Marketing
Author: Seth Godin
Page Count/Review Word Count: 228
Permission Marketing is the marketing book to rule all marketing books, the one book that you should be sure to read before all others and which you should re-read every year if you hope to ever sell a product. Godin revolutionised the way we think about marketing – no longer is it about getting your message out in front of people in any way possible. Now, you need to seek the permission of consumers before you contact them.
In some cases, this is actually a legal requirement – think of the CAN SPAM act, for example, which states that people need to opt-in to receive your e-mail marketing messages and that you should make it easy for them to unsubscribe if they no longer want to hear from you. Nevertheless, permission marketing isn’t just about ensuring that you obey the law – it’s more than that, a set of common sense ideals which help to make you a better marketer.
And, let’s face it, people react better to messages that they’re expecting than they do to the unexpected – I’d rather read e-mails from a company that I’ve heard of than one I haven’t, especially if I care enough about them to give them my e-mail address. This book builds on that idea.