“Permission Marketing” by Seth Godin
The era of mass market advertising as a primary marketing strategy is over – it’s expensive, annoying, and becoming less effective by the day. Permission Marketing teaches you how to market your offerings in a fundamentally different and more sustainable way: by “turning strangers into friends and friends into customers.”
Mass market advertising (like television, print, telemarketing, etc) rely on interruption to work – they grab your attention without your permission, which is why people find these forms of marketing irritating. The key to more effective marketing is “permission”: attracting your prospective customer’s attention by doing something worth paying attention to, then obtaining their permission to continue the conversation.
By helping you focus on providing value to your prospect instead of indiscriminately hawking your wares, Permission Marketing will help you build a solid foundation for any modern marketing campaign.
(The Personal MBA also recommends two other books by Seth Godin: Tribes and All Marketers Are Liars.)
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