Permission Marketing

As a marketing director, I’ve been practicing “permission marketing” for years now. I just didn’t have a name for it. Enter Seth Godin, author of Permission Marketing and vice president of direct marketing for Yahoo!. While I thought I was being polite, what I was really doing was asking my prospects for permission to market to them (I’ve never been the pushy type). Godin contrasts this with “interruption marketing” where the marketer interrupts the consumer (like a TV commercial).

In our information-overloaded age, interruption marketers bombard us daily. According to Godin, these tactics worked well in the past. Today, they do little more than clutter us with messages in the form of spams, commercials, and direct mail.

Godin’s solution is to ask consumers for permission to market to them; not to sell them. And why would people agree to this? You guessed it. They get something for their effort. I can give you a personal example of this. I signed up to get daily quotations by famous people. Each day with my quotes, I get a little bit of marketing from the sponsors of the program. I don’t mind it – after all, I signed up for it!

The king of giveaways will give you the first four chapters of his book if you simply go to his site and enter your email address. Now that’s marketing.

You may like these other stories...

From May 20-23, the Association for Accounting Marketing (AAM) held its annual conference. Frequent contributor Sally Glick picked up some ideas that she will be sharing with us in the coming days, as she has done in...
Read more from Scott Cytron here and in the "PR Matters" archive.When you throw around the word “marketing,” sales and solicitation come to mind…but when it comes to “accounting marketing,...
Welcome to the AccountingWEB series “Marketing Today and Tomorrow” by Sally Glick, CMO, principal, Sobel & Co., LLC. You can see all of her articles here.There was a time when a marketing director...

Upcoming CPE Webinars

Jul 16
Hand off work to others with finesse and success. Kristen Rampe, CPA will share how to ensure delegated work is properly handled from start to finish in this content-rich one hour webinar.
Jul 17
This webcast will cover the preparation of the statement of cash flows and focus on accounting and disclosure policies for other important issues described below.
Jul 23
We can’t deny a great divide exists between the expectations and workplace needs of Baby Boomers and Millennials. To create thriving organizational performance, we need to shift the way in which we groom future leaders.
Jul 24
In this presentation Excel expert David Ringstrom, CPA revisits the Excel feature you should be using, but probably aren't. The Table feature offers the ability to both boost the integrity of your spreadsheets, but reduce maintenance as well.