Do You Make This Common Marketing Mistake?

Happy Thanksgiving, welcome to our blog!  Today I am introducing part 1 in the 12 part series of Permission Marketing by Seth Godin.

In anticipation of the marketing skills I will need to be amazing in my industry, I have decided to learn more about Marketing.  I originally watched a video from Michael Hyatt and he recommended 2 books and I bought both of them.

After reading this book in about 4 days, I knew I had to share the concept and some of the powerful notes in the book in hopes that you would check this material out to see how it can benefit your business.  Here is my video and supporting notes for the Foreword, Introduction, and Chapter 1:

 

Foreword by Don Peppers

Consider your own hectic life. The problem comes down to a question of time and energy.

Life is easier for you than it was for your parents but for some reason you’re busier than ever.

Simple. Because there are so many more claims on your attention.


Interruption Marketing – Advertising is the science of creating and placing media that interrupts the consumer and then gets him or her to take some action. Without interruption there’s no chance for action, and without action advertising flops.

Permission Marketing – Gain the permission of your customer first by offering value and getting their agreement and cooperation to further engage with them and educate them.

Tomorrow’s marketer will first try to gain the consumer’s consent to participate in the selling process.


There are an abundance of opportunities to absorb your time and expend your funds doing things and every day even more opportunities are presented to you.

Your attention— the time you have available to “pay attention”— is an increasingly scarce resource.

The basic idea of “Permission Marketing” is very simple: Each of us is born with only a certain amount of time on this earth, and figuring out how to use it wisely is one of life’s primary activities.  

Because consumers can gain access to information faster and more simply than ever before, many marketers are finding their products “commoditized” and their margins squeezed.

On top of this, consumers don’t need to care as much as they used to. The quality of products has increased dramatically. It’s increased so much, in fact, that it doesn’t really matter which car you buy, which coffee maker you buy, or which shirt you buy. They’re all a great value, and they’re all going to last a good long while.  Also, because our needs as consumers are satisfied, we’ve stopped looking really hard for new solutions.


In the old days selling was a kinder, gentler process, and it was based on the willing participation of the consumer.

Was only the arrival of the mass production economy that changed all this. The modern economy was defined in terms of assembly-line production of standardized products, mass distribution of these products to consumers in a wide geographic area, and mass media vehicles to carry standardized advertising messages. Under these conditions it became irresistibly cost-efficient to broadcast the same message to every consumer, rather than bearing the cost of engaging any single consumer in a separate, individual dialogue.

With today’s interactive technology, it has become cost-efficient once again to conduct individual dialogues, even with millions of consumers— one customer at a time. Interactive technology means that marketers can inexpensively engage consumers in one-to-one relationships fueled by two-way “conversations”.  The point is that consumers can, once again, be involved in the marketing process.


Interactivity can also empower a business to engage its consumer customers in individual dialogues, developing relationships with each of them that grow stronger with time. Not only can this strategy shield a business from being commoditized, it can also provide a valuable service to consumers— a service, moreover, that might easily be worth more than access to the latest, most accurate price.

As a business, if you do it right, the dialogue and involvement of a customer will lead to customer loyalty, for that customer. The more the customer is engaged— the more he or she has collaborated with you to fashion the service you are rendering or the product you are selling— the more likely the customer will be to remain loyal to you, rather than going to the trouble of switching this collaborative activity to one of your competitors.


With so much information available to us today, with an an endlessly expanding universe of new products, offers, and money-back guarantees if you are just taking an interruption approach to marketing, you are lacking in reaching your fullest potential.  When you use a permission marketing approach, your messages are less likely to be interpreted as spam because the customer has already agreed to be further informed by you.  A combination of both Interruption and Permission Marketing is key to knocking it out of the park.

 

Introduction

We had no evidence at all that our advertising was actually working.  A dashboard, creating a numbers game, a report of progress

The promotions we built for each online service did exactly what they were supposed to do. They increased usage, and they cut churn.


YouTube: 60 hours of video are uploaded every minute

Amazon: Over 80,000 products added everyday

Websites on the Internet: 70 new domains are registered and 571 new website are created within a minute online


As a consumer your life is now filled to overflowing with this previously unimaginable variety of opportunities, choices , and assorted messages— all calling for decisions on your part, even if the only “action” you take is to pay attention for an instant. And make no mistake about it, your constant attention is demanded.  Every idle moment you possess is seen by some business somewhere as an opportunity to interrupt you and demand more of your attention.

“Paying attention” to something— anything—is, in fact, a conscious act, requiring conscious effort. So one way to sell a consumer something in the future is simply to get his or her permission in advance. You’ll do this by engaging the consumer in a dialogue— an interactive relationship, with both you and the customer participating.

Other than buying even more traditional advertising, how are mass marketers dealing with this profound info-glut? They’re taking 4 approaches:

  1. First, they’re spending more in odd places. Not just on traditional TV ads , but on a wide range of interesting and obscure media. Campbell’s Soup bought ads on parking meters. Macy’s spends a fortune on its parade . Kellogg’s has spent millions building a presence on the World Wide Web— a fascinating way to sell cereal.
  1. The second technique is to make advertisements ever more controversial and entertaining.  Spike Lee’s ad agency did more than $ 50 million in billings last year. Of course, as the commercials try harder to get your attention , the clutter becomes even worse. An advertiser who manages to top a competitor for the moment has merely raised the bar. Their next ad will have to be even more outlandish in order to top the competition, not to mention their previous ad, to keep the consumer’s attention.  A side effect of the focus on entertainment is that it gives the marketer far less time to actually market.
  1. The third approach used to keep mass marketing alive is to change ad campaigns more often in order to keep them “interesting and fresh.”

Apple Computer changes its tag line annually. Burger King and Taco Bell jump from one approach to the other, all hoping for a holy grail that captures attention.

  1. The fourth and last approach, which is as profound as the other three, is that many marketers are abandoning advertising and replacing it with direct mail and promotions.

Of the more than $ 200 billion spent on consumer advertising last year in the United States, more than $ 100 billion was spent on direct mail campaigns, in-store promotions, coupons, freestanding inserts, and other nontraditional media.

 

CHAPTER ONE – The Marketing Crisis That Money Won’t Solve

You’re not paying attention. Nobody is. IT’ S NOT YOUR FAULT. It’s just physically impossible for you to pay attention to everything that marketers expect you to— like the 17,000 new grocery store products that were introduced last year or the $ 1,000 worth of advertising that was directed exclusively at you last year.  The clutter has only gotten worse.


Try counting how many marketing messages you encounter today. Don’t forget to include giant brand names on T -shirts, the logos on your computer , the Microsoft start-up banner on your monitor, radio ads, TV ads, airport ads, billboards, bumper stickers, and even the ads in your local paper.


To deal with the clutter and the diminished effectiveness of Interruption Marketing, they’re interrupting us even more!

Over the last thirty years advertisers have dramatically increased their ad spending. They’ve also increased the noise level of their ads— more jump cuts, more in-your-face techniques— and searched everywhere for new ways to interrupt your day.

As clutter has increased, advertisers have responded by increasing clutter. And as with pollution, because no one owns the problem , no one is working very hard to solve it.

Perhaps the most significant take-away from this segment is that there is enough printed and digital media for us to consume twenty-four hours a day, seven days a week for the rest of our lives.  With the vast variety of products and services available to us, we need to implement both an Interruption Marketing and a Permission Marketing approach for maximum effectiveness.

I ask for you to consider your marketing approach, whether it be for your blog, your business, or anything in life which requires the act of selling.  Focus on how you can gain the permission and trust of your prospects and be genuine in what value you can provide to them and be specific as to how that value can change their life in a constructive manner.  When you think and act in accordance with these guidelines, you can establish brand loyalty and further satisfy your customers.

That is all, have a brilliant day!