Seth Godin, internet marketing pioneer and best selling author, is speaking in Denver today (right this minute as a matter of fact) kicking off Denver Startup Week, a 7-day celebration of everything entrepreneurial in Denver with 5 tracks – Business, Design, Tech, Manufacturing, and Social Enterprise – and events includes sessions, presentations, panels, workshops, happy hours, social events, job fairs, and much more.
This past June I re-read the old book Permission Marketing, that he wrote way back in 1999. 14 years ago was truly the stone ages when it comes to the web and internet marketing. I was pleasantly surprised to find that the concepts, theories and strategies Seth presented back then are extremely relevant to today’s much evolved world of digital marketing. Talk about predicting the future. Mind blown!
You have to grasp the full realization that social media didn’t really exist when he wrote this book (MySpace maybe. Wait, what’s MySpace?)! 14 years ago the notion of having two-way online conversations with consumers wasn’t even conceivable. But Seth had already laid out the premonition of building actual relationships with consumers through permission marketing instead of interruption marketing. More specifically, permission marketing like any relationship is an investment and it is anticipated, personal and relevant.
He even used the marketing/social media analogy that I LOVE so much (and that I use in all of my classes and workshops) – dating!
From the book, here are five steps to “dating” your customer with 5 real and real BAD examples from my dating escapades (Note: multiple salesmen have been used in the examples below):
1. Offer the prospect an incentive to “date” you
Salesman says to Prospect: “Give me a chance! I’m a good guy with a big heart and a big ____!” True story.
2. After getting their attention, reach out to them over time about what you have to offer
Salesman consistently and repeatedly sends “I hope you had a good day” texts
3. Reinforce the incentive to guarantee that the prospect maintains the permission or interest
Same salesman consistently and repeatedly sends “I hope you had a night day” texts
4. Offer additional incentives to get even more permission from the prospect
Salesman offers prospect a trip to Brazil but also offered to take prospect and her kids to the Zoo first
5. Over time, leverage the permission to change the consumer behavior toward profits
Salesman declares their love for prospect and their desire to get married after one dinner, 2 phone calls and 20 days of texting
Marketers (and guys), here are some tips from Seth. Your efforts must be:
– Anticipated (the prospect actually looks forward to hearing from you)
– Personal (the messages not generic and are directly related to the individual)
– Relevant (the marketing or communication is about something the prospect is interested in)
Now go out there are build some relationships! 🙂