Permission Marketing: Strangers into Friends into Customers (Paperback)

Commentary:
Permission marketing has been around for years in record clubs, airlines and even doctor's surgeries & the church! However, it is now easier to take advantage of the permission techniques Godin highlights in his book, since the use of technology cuts out a lot of costs previously associated with such an approach.
Permission Marketing is best explained by the following example. A company sends a mailer highlighting the products and services it offers. This mailer is designed not to directly sell the product or service but instead invites the customer to call or email to request more company information. Once the customer has made contact, the 'dating' process can start. The brochure that is sent out in response to the request not only informs the customer of products and services but within the process, is designed to get permission to follow up and arrange a meeting. The meeting will give the chance to learn more about the customer's needs (and budgets!). This meeting can then leverage permission for many other contact opportunities and finally not only make a sale but also build a stronger relationship.
Although Seth Godin focuses mainly on marketing to consumers, this shouldn't put you off as the theories can be translated to a B2B environment and there are a few examples of how permission techniques work in business to business marketing. Not only does he provide case studies of companies including American Airlines, AT&T, Levis, McDonald's, AOL and Columbia Record Club, but also a FAQ section and an area entitled "Questions to ask yourself when evaluating any marketing program."

Reviewer Views:
If you read this book -and I suggest that you do- you might have the feeling that all the key messages Godin delivers could be written in a '20 page pocket guide to Permission Marketing'. This is arguably true, although you might be in danger of forgetting a crucial element highlighted throughout the book. Permission Marketing is a process- not a moment. It is a relationship that takes time to build - the customer is in control and one wrong move can end the relationship forever. This is definitely a book worth reading and not just once - you should keep it very close by when planning any marketing campaign. He steers well clear of the marketing jargon and makes it very easy to read.

I couldn't find anything new about permission marketing. Godin, as far as I am concerned, just randomly throws together concepts of brand loyalty programmes, the importance of dedicated after-sale service, maintaining good personal relationships with important customers etc. just to say at some point that the initial step for any permission marketing activity is still "interruption marketing" via traditional ways of advertising - a concept he, in preceeding chapters, denies much of a future in the marketing world. He even devotes almost an entire chapter to the outline of the difference between frequency and reach. Wow, here's some groundbreaking marketing novelty for you.

It is clear that Godin's achievements are to marvelled at, however I tried to explain the book's 'Big Idea' to a friend and found that I had either missed it, or that it was not significant enough to recall with any zeal.

An interesting read but certainly a disappointment in the originality stakes. I'm afraid it simply felt like another buzz phrase milked to sell vast quantities of books to people like me who are waiting for the next revolution!