Time is the biggest and most valuable asset and commodity that consumers say they don’t ever have enough of.  Permission marketing is the marking strategy that respects this valuable commodity.  Where respect is given, respect is earned.  In this case, consumers respect permission marketing because they respect consideration of their time.  The difference between permission marketing and any other type of mass and interrupting marketing is that the consumer volunteer themselves to be marketed to, and by doing this they expect to develop a relationship with you, and want to be informed (opted in) to your message.  Treat consumers with RESPECT and you will not lose their ATTENTION.

Permission marketing can be compared to a dating relationship.  You don’t ask your other to marry you on the first date! (At least I hope not) Just like you don’t try to ask for a sale when first meeting a consumer.  For now, and hopefully forever, a relationship must be developed before two exchange vows and before two exchange handshakes at a point of sale.  This relationship is a step by step process, where promises are exchanged and listening occurs until a sale takes place.

Here is a rundown of a few main points to remember when executing permission marketing:

  • Make it Obvious, but not Formal – Make any promised exchanges or offers very clear and concise, do not try to “trick” your consumers.
  • Remember, Time is Precious – Respect given is respect earned, and if you value time it will show results in the long run.
  • Make a Promise Exchange – For example, offer something of value in exchange for subscribing to a newsletter.
  • Be Patient – Remember that listening is more important – form your pitch after carefully listening to your prospects needs, wait to close the sale.

Author: Michael Whartnaby, Prospectr Marketing