Tag Archives: Business Development

Because of information overload, our attention span has decreased drastically. This is why marketers like Seth Godin, are going creative about moving strangers into fans and one day into clients. Seth coined the term “Permission Marketing” in contrast to “classical Marketing” where we just blasted the product or service information out there – without the permission and often to the annoyance of the viewer or reader.

Permission marketing means that you have been given the privilege of delivering messages to those who actually want to get them.

In return, you get their attention. Attention is the key to unlocking the mystery of permission marketing. Permission marketers are well aware of its value and they know that they can’t get it back once people stop giving attention to them.

They focus on the concept of acquiring “Real Permission” which is based on your friend or customer or lead to give you their email ID voluntarily.When you have permission your potential clients will  want your message. They will except and wait for your updates and news.

Methods for Successful Permission Marketing

...readers will love your stuff...
If you have permission…

Now there are many creative ways to conduct Permission Marketing. Below are few which we found useful:

1) Subscription

The easiest way is to make people subscribe to your content. It is an act which people do by their own will, not forcefully, thus they are more interested in reading or watching it. Like if you subscribed to a health magazine, don’t you love it when you get it every month? Once you have successfully established your content with your readers or viewers you might be able to charge BUT be careful. You might lose trust if you raise a fee without a good explanation.

2) Free Trial

Another thing that can be done is to show others that it works for free! Find a way to show people exactly what the product do for free. Many products are promoted this way online. Haven’t you tried a free trial of something and ended up buying it because you loved it? Giving free trials do increase the cost of marketing so make sure you are doing it to only your target market.

3) Good Cause

Give your clients something to be proud of! If you can link your product or services to a good cause they will feel like they are contributing positively to the society. It is good for your promotion as well because then selling things doesn’t look like you are bragging. However, your good cause has to be genuine.

4) Blogging by using 80/20 Rule

Create a way of giving away 80% of what others want to read with 20% of your own marketing. This way the content you share gets more shares and it keeps circulating into different circle. But yes, don’t forget to add 20% of your marketing into blogs so that you can overall benefit through it. Here it depends what you “sell”. If you sell your expertise you might not even need to market. You can just shine by showing your expertise in your blog and adding real value to the knowledge of your readers.

5) Ask your Fans for Help and Support

Try to take help of your friends. By friends I mean all those prospects who gave you permission. Give them incentive to spread your information on to their friends so that they also start feeling like a part of what you are selling. Sense of ownership and incentive creates awesome marketing.

Homework: Please work on your marketing and communications plan and tell us what your experience with permission marketing is. What are your struggles?