Permission marketing: Turning strangers into friends, and friends into customers - Seth Godin

Internet marketing pioneer Seth Godin says he wants to change the way almost everything is marketed today. Will you give him permission to show you the future?

Whether it is the TV ad that breaks into our favourite programme, or the telemarketing phone call that disrupts the family dinner, traditional advertising is based on the hope of snatching our attention away from whatever we're doing. Seth Godin calls this Interruption Marketing, and as companies are discovering, it no longer works. Instead of annoying potential customers by interrupting their most coveted commodity – time – PERMISSION MARKETING offers consumers incentives to accept advertising voluntarily. By reaching out only to those consumers who have expressed an interest in learning more about a product, PERMISSION MARKETING enables companies to develop long-term relationships with customers, create trust, build awareness and greatly improve the chances of making a sale.

In this groundbreaking book, Godin demonstrates how some of the leading marketers in the world are already profiting from this new key approach and how it can be applied to any business.