What is Permission Marketing? – Part 2 of 3
When you watch television, read a newspaper, see the poster panels as you drive along the street, go to the cinema, or the junk mail drops through the letterbox, you are on the receiving end of traditional or interruption advertising.
This used to be a pretty effective way of advertising but we are now bombarded by many different forms, so it’s not as effective as it used to be.
This has resulted in the evolution of Permission Marketing – a completely different approach. How? It targets groups. When you use Permission Marketing, rather than trying to sell, you are asking for permission to communicate. This could involve various types of material or knowledge. Instead of going for the hard sell, you take it in stages and find out first what their interests are.
Have you noticed how some companies offer free DVDs? You send your details and they respond and voila you have the beginning of a relationship. The great thing about this approach is that it’s more measurable than the traditional method, but you have to follow these qualified leads up properly.
When you next advertise you could test both approaches – either the direct sell or you could try and get a lead by offering valuable information.
If you do direct mail, that’s another opportunity for you to try some Permission Marketing.
What about telephone marketing? When you phone, rather than trying to sell, why not try and find out their needs and offer to send them something for free. This often takes people by surprise because they’re expecting the hard sell.
When marketing your products and services on the Internet, your top priority is to get people to your website. You want them to stop at your site and take action. So try and get permission from your visitors to send them something and you can then follow this up with an email. This could be the beginning of a relationship that gives you the chance to build trust, understanding and credibility with them. There’s not much selling involved. The idea is to get them to come to you. Remember you aim is to add value to their experience in visiting your website.
Don’t forget we have all the techniques and tools to help you to get visitors to your website and begin that relationship, so give us a call now on 0800 082 7010 or email us at info@philyarrow.co.uk
Written by Martin Boulton
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