Wednesday, January 09, 2008

Build a Permission Asset, Part 1

How many people are anticipating your marketing?

Odds are, not many.

And why should they?

Most of your customers have been screwed over, sold on, marketed to, argued against, targeted, annoyed, persuaded, dishonored, pitched, pressured, bothered, interrupted, threatened and manipulated by too many companies too many times.

And they’re tired of it.

So, this means four things for your company:


1. Customers are in charge, not you.
They don’t have to listen to you if they don’t want to.

2. Customers are working extra hard to avoid and ignore your marketing.
Just think about the last time you skipped the commercials on Tivo. Then multiply that times 300 million. That’s the posture of the masses.

3. Customers are not afraid to (quickly) pick someone else.
Especially since there are infinite numbers of other options instantly available.

4. Customers are controlling how much attention they (choose) to give to you.
Because they live in a hyperspeed, ADD, instant gratification culture, and they’ve got better stuff to do.

SO, IN SHORT: Customers are calling the shots.

Not you.
Not the media.
Not your company.
Not your marketing machine.

The customers.

For that reason, you need to ask yourself ONE vital question:

How are you building a permission asset?

Bestselling marketing author Seth Godin, in his book Permission Marketing, explains it like this:

“A permission asset is the privilege (not the right) to deliver anticipated, personal and relevant ideas to the people who CHOOSE to get them.”

Wow. So, people are actually proclaiming, “Yes, I hereby allow you to market to me whenever you want.”

Glory hallelujah!!! (And all the angels sang. Amen.)

Permission. It’s the marketing word of the millennium.

IT MEANS…

o You’re building a following.
o You’re the bulls-eye, not the arrow.
o You’ve become the selected, not the selector.
o You’re working in the name accumulation business.
o You’ve earned the right to market to your customers.
o You’re worth more next week or next month than you are now.
o You’re finding products for your customers, instead of customers for your products.
o You’re accumulating, delivering value TO and maintaining respect FOR a group people who admire and support you and your ideas.

That’s permission.

So, now that you have a better understanding of the culture in which your customers live - AND what permission looks like - the next step is to assess your current permission status.

We'll tackle that tomorrow with a list of 18 questions; then finish up this post series on Friday with one final list and example.

See ya then!

LET ME ASK YA THIS...
How many people are anticipating your marketing?

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* * * *
Scott Ginsberg
That Guy with the Nametag
scott@hellomynameisscott.com

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