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As a result of these investments, companies needed mass advertising. It did no good to build a factory that was efficient at mass production if it was impossible to deliver those goods to a larger market. And you couldn't do that if you couldn't persuade consumers to buy them. Instead of relying solely on word of mouth and personalized sales, big companies had no choice but to discover a way to get lots and lots of people to buy the output of their factories.


Along with reinforcing the incentive, the fourth step is to increase the level of permission the marketer receives from the potential customer. Now I won't go into detail on what step of the dating process this corresponds to, but in marketing terms, the goal is to motivate the consumer to give more and more permission over time. Permission to gather more data about the customer's personal life, or hobbies, or interests. Permission to offer a new category of product for the customer's consideration. Permission to provide a product sample. The range of permission you can obtain from a customer is very wide, and limited only by its relevance to the customer.

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------------------ [sidebar] Five Steps to Dating Your Customer 6. Offer the prospect an incentive to volunteer 7. Using the attention offered by the prospect, offer a curriculum over time, teaching the consumer about your product or service 8. Reinforce the incentive to guarantee that the prospect maintains the permission 9. Offer additional incentives to get even more permission from the consumer 5. Over time, leverage the permission to change consumer behavior towards profits --------------------

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CONSUMERS ARE SPENDING LESS TIME SEEKING ALTERNATIVE SOLUTIONS In addition to clutter, there's another problem facing marketers. 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.

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Nike uses the same approach to sell sneakers, and now this radical overspending strategy is being used by others, especially on the internet. The thinking behind it is based on an all or nothing roll of the dice. Basically, because clutter is so pervasive, anyone who can successfully break through and create a new mass market product will reap huge rewards. And betting vast amounts of other people's money on that breakthrough is one way to play.

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In this chapter, I'm going to outline the core ideas behind Permission Marketing. Every marketing campaign gets better when an element of permission is added. In some cases, a switch to marketing with Permission can fundamentally change a company's entire business model and profit structure. At the very least, the basic concepts of Permission will help you formulate and launch every marketing campaign with greater insight and success.

The thinking behind their book is straightforward and it led directly to the agenda behind Permission Marketing: Getting a new customer is expensive. It takes money to get his attention and it takes continuing effort to educate him (interruption marketing is expensive, and so is the process of winning a customer's trust). It's also expensive for the customer, who has to spend time evaluating and learning about the features and benefits of a product.

We've also come a long way as consumers. Ninety years ago, it was unusual to find a lot of brand name products in a consumer's house. Ninety years ago, we made stuff, we didn't buy it. Today, however, we buy almost everything. Canned goods. Bread. Perked coffee. Even water. As a result, we already have a favorite brand of almost everything. If you like your favorite brand, why invest time in trying to figure out how to switch?

Direct marketers are responding to this glut by using computers. With access to vast amounts of computerized customer information, marketers can collate and cross- reference a database of names to create a finely-tuned mailing list, and then send them highly targeted messages. For example, a direct marketer might discover that based on past results, the best prospects for its next campaign are single women who are registered Democrats, who make more than $58,555 a year and have no balance on their credit card. This information is easily available, and marketers are now racing to make their direct marketing ever more targeted.

By measuring the depth of permission you have with each customer (one may allow you to send merchandise on approval , another may let you call them when a new product comes in), you can begin to track the benefits of your investment in Permission Marketing. By focusing on how deep your permission is with your existing customers, you can begin to recognize the value of your permission asset.

I know what you're thinking. There's a catch. If you have to personalize every customer message, that's prohibitive. If you're still thinking within the framework of traditional marketing, you're right. But in today's information age, targeting customers individually is not as difficult as it sounds. Permission Marketing takes the cost of interrupting the consumer and spreads it out, over not one message, but dozens of messages. And this leverage leads to substantial competitive advantages and profits. While your competition continues to interrupt strangers with mediocre results, your Permission Marketing campaign is turning strangers into friends and friends into customers.

Consumers responded to this personal care and developed the expectation that they would be sold to personally. The local bookseller would read a book before recommending it. The local cheese merchant would happily offer a taste of a new flavor to a customer. It wasn't unusual for a shopkeeper to spend some extra time with a customer, old or new, or for the merchant's supplier to also be his neighbor.

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I did get the feeling the profiles on match were all real and were there for serious dating. I was comfortable in making the first approach and I did have mail and contacts coming in. Match has a number of advanced features, is a well polished system and has a safe and serious dating feel which I liked. Any questions I had were addressed quickly and generally it was everything one could expect from a leading dating system.

This means that sometimes you have to endure the entrepreneur's nightmare--you must fire a customer. In view of optimizing customer service, sometimes that's what it takes. A customer that distracts you, or one that cherry picks your line of products, or one that requires a disproportionate percentage of your company's time and resources, for example, is going to cost you money. Of course it matters how you fire a customer, too, and telling a customer with a valid complaint to get a life obviously falls short of wisdom.

Let's get specific and compare a marketer who had to make a single ad pay off with one who has the luxury of using Permission. The Interruption Marketer must earn back the entire cost of the ad after just one viewing. So, if it costs $7 to get one person to pay attention to the ad, it only pays off if, on average, it generates more than $7 in new business profits per viewing. If the impact is equal to or greater than the cost, go ahead and run the ad.

Since the prospect has agreed to pay attention, it's much easier to teach them about your product. Instead of filling each ensuing message with entertainment designed to attract attention, or with sizzle designed to attract the attention of strangers, the Permission Marketer is able to focus on product benefits -- on specific, focused ways this product will help that prospect. Without question, this ability to talk freely over time is the most powerful element of this marketing approach.

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