So what does permission marketing actually mean? Well if you have read Seth Godin’s book on permission marketing you will know what I am talking about. I wanted to explain what permission marketing is, and how it applies to network marketing. Most network marketers are using interruption marketing as a way to get leads for their business, this article will describe how to instead use permission marketing.
Interruption Marketing companies put their ads on T.V., magazines, billboards, and just about everything you can think of. The main focus of interruption marketing is to get your attention and get a message across very quickly. They spend a ton of money to ensure that their ads are the absolute best. The problem with interruption marketing is that people are being exposed to thousands and thousands of ads within a single day, so people have learned to block out advertising.
This makes the success rate of interruption marketing very low, in fact, if a company can get a 2% conversion rate on a T.V. ad they will be very pleased. Permission marketing is much more effective than interruption marketing because you are building relationships and only market to people who have expressed an interest in what you are doing.
Permission marketing opens the doors to a whole new relationship for you and your client. A great example of a company that does permission marketing is Amazon. Their whole business is built upon the idea of permission marketing. Whenever you order a product from them they get your information and they take note of what you are interested in. This way they have record of all their customers and exactly what things they are interested in, so they can recommend other products to these existing customers that they have build trust and loyalty with. Now the question becomes… Can network marketers use permission marketing? It should be clear to you by now that cold calling people is not a form of permission marketing. Neither is begging your friends and family to join a business that they never asked you about in the first place.
Utilizing permission marketing in your network marketing business is really going to change the game for you. Almost all network marketers use interruption marketing to try to get people involved. They pitch everyone on their company, regardless of if the person showed any interest or not. It doesn’t matter if you are online or offline, the same rules apply.
The principal here is that you have to get people to give you permission to market your business to them. Technology has made it possible for anyone to take advantage of permission marketing in their business. If you have any sort of opt in form that you are marketing with, this would qualify you as a permission marketer. If you have a webpage with a opt in form on it and someone opts in with their name and email, this means that they are giving you permission to market to them. This is a completely different approach from spamming your company website all over the place, which interrupts and annoys people.
Once You Get Permission
When someone opts in to get more information from you, it is important to build trust with them by giving them what they are looking for. Once again, Amazon does a great job of offering relevant products and content to their subscribers. The way to build trust and loyalty with your customer base is to offer them cheap or free information that is relevant to their interests. That is why permission or relationship marketing is way more profitable than interruption marketing over the long term.