Permission Marketing: Turning Strangers into Friends and Friends into Customers by Seth Godin

Permission Marketing: Turning Strangers into Friends and Friends into Customers by Seth Godin is a book that provides insight into the concept of permission marketing. In his book, Godin suggests that companies should run their marketing efforts based on the premise of granting users permission to contact them instead of having them opt-out of marketing contact. Godin highlights the idea that marketing is an interruption, instead of a conversation and suggests that marketers should leverage permission to build relationships instead.

Godin recognizes that permission marketing requires that companies draw a line in the sand. After permission is established, Godin stresses the importance of companies staying within the predetermined boundaries and delivering meaningful content that gives customers what they need. By focusing on delivering the right content, companies can build up earned responses from their customers.

Godin distinguishes permission marketing from traditional marketing approaches by showing that permission marketing is more than just asking for permission. It requires companies to nurture the relationships with their customers by offering personalization, discounts, and timely content as incentives for opting-in. Companies should leverage permission as a way to increase customer loyalty and long-term customer value.

Godin divides permission marketing into two steps. The first step is getting permission from customers. Once permission has been obtained, companies should systematically seek out customers’ feedback in order to find out how the product is being used and how the customer’s needs are changing. This feedback loop should be used to develop new relationships and trigger conversations about products and services within the company’s industry.

Godin further explains that permission marketing has the ability to turn strangers into friends and customers. Companies should focus on building relationships by providing meaningful content and offering additional incentives such as discounts or rewards to encourage customers to convert into sales.

Finally, Godin explains that permission marketing could be used not only to increase sales but also shape customer perception and experience. Companies should focus on delivering content and services that will continue to engage customers, creating an on-going relationship as opposed to a ‘one-off’ interaction. Companies should also consider ways to reward customers for is contributing to the company’s success such as loyalty programs or referral programs.

Overall, Permission Marketing: Turning Strangers into Friends and Friends into Customers by Seth Godin provides insight into the concept of permission marketing. Godin explains how companies should leverage permission to build relationships with customers and turn strangers into lifelong customers and friends. He also explains how to nurture relationships by offering personalization and discounts as incentives and by developing a feedback loop. In short, Godin provides effective strategies and ideas that companies can use when leveraging permission marketing to turn strangers into friends and customers.