Re: Permission vs Interruption Marketing
DANIELLE CORLEY WROTE:
> I heard a fellow attendee ask how do you initiate
> relationships with users to ask for their permission?
> The response was (drum roll please) interruption
> marketing.
I disagree strongly with this. I have a big following
and I have almost never engaged in interruption
marketing, or what I call "push" marketing. People
come into my sphere of influence because they are
"pulled."
The #1 way people land on my mailing lists (postal and
e-mail) is when they attend a seminar led by me and
sponsored by some other entity. Even the marketing for
the seminars is not interruptive; people have
requested to receive catalogs or membership mailings.
At the seminar I ask people to give me a business card
or sign a sign-up sheet if they'd like to be on my
mailing list.
Similarly, the next most common ways people enter my
sphere of influence are not interruptive:
* They've read one of my books, an article by me or
something about me. (No one pushed any of this on
them.)
* They've clicked on a link where someone has
recommended my Web site. (Completely their choice.)
* They've gone searching for a particular kind of
information, found it at my site and subscribed to my
weekly Marketing Minute newsletter. (Initiated by
them.)
* They've read a post from me on a list like this,
checked me out and made the request to hear from me on
a regular basis. (Ditto; and they most likely did not
land on the discussion list to begin with through
interruption marketing.)
I think that Seth Godin's view that permission
marketing always gets set in motion by interruption
marketing is warped by the fact that he is talking
mainly about very large, advertising-driven marketing
operations. (In other respects I think he's completely
on the mark.) For solo professionals and smaller
service providers it's easy to get enormous mileage
with totally non-interruptive marketing.
Marcia Yudkin
Author, Six Steps to Free Publicity and eight other books
http://www.yudkin.com/marketing.htm
ClickZ Forum Moderator http://www.clickzforum.com
Received on Sat Apr 15 2000 - 07:59:04 CDT
