Permission Marketing
by Seth Godin
Godin's 1999 argument that interruption advertising is dying and the future belongs to marketers who earn permission to communicate, anticipated, personal and relevant messages to people who asked for them. It predicted email marketing, subscriptions and content marketing. Dated in examples, prescient in principle.
Read it if…
you want the foundational idea behind modern, consent-based marketing.
Skip it if…
you want current tactics; the examples are twenty-five years old.
Three things you will actually use
- Earn attention; do not steal it.
- Turn strangers into friends and friends into customers, in that order.
- Permission is an asset; do not abuse it.
Do this first
Audit your marketing: what did people explicitly ask to receive, and what are you interrupting them with?
Our verdict
Prescient and still right.
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