Permission Marketing

The idea behind Seth Godin's Permission Marketing is that your interactions with clients through anticipated, personal and relevant messages.

This is very different from the old model of shouting at people with advertising. It still amazes me how people cling desperately to models that don't work. Every day when I get home I move a bunch of trash mail that gets sent to me and those in my flat out of my way. I don't look at that rubbish... do other people?

I sign up for Setanta. Next thing I get a call. Because I have paid already I assume that they are phoning me for something about the account or to check that it is working. No, instead, it turns out to be a marketing call. It was not anticipated, it was not personal and it was not relevant.

Just because you have my number, doesn't give you the right to phone me. Just because I have an email and a postal address doesn't give you the right to send me stuff. Just because I am your client, doesn't give you the right to spam me.

Send me stuff I want. Don't interrupt me. Make it easy for me to find you if I want you, otherwise leave me alone.

The Internet, networks and free information flow mean great ideas spread for next to nothing. Clever adverts that are amusing can be put on YouTube and people will spread them if they are worth spreading. Bad adverts on TV will result in people changing the channel, no matter how much you paid for the space.

I hope more and more people take the effort to earn permission...