PERMISSION MARKETING IS AN OLD CONCEPT WITH NEW RELEVANCE

Permission Marketing isn't as glamorous as hiring Steven Spielberg to direct a commercial starring a bevy of supermodels. It isn't as easy as running an ad a few more times. It isn't as cheap as building a web site and hoping that people find it on a search engine. In fact, it's hard work.
Worst of all, Permission Marketing requires patience.

Permission Marketing campaigns grow over time-the opposite of what most marketers look for these days. And Permission Marketing requires a leap of faith. Even a bad Interruption campaign gets some results right away, while a permission campaign requires infrastructure, and a belief in the durability of the permission concept before it blossoms with success..

But unlike Interruption Marketing, Permission Marketing is a measurable process. It evolves over time for every company that uses it. It becomes an increasingly valuable asset. The more you commit to Permission Marketing campaigns, the better they work over time. And these fast-moving, leveragable processes are the key to success in our cluttered age.
So, if Permission Marketing is so effective, and the ideas behind it not really new, why was the concept not used with effectiveness years ago? Why was this book just published?
Permission Marketing has been around forever (or at least as long as dating!), but it takes advantage of new technology better than other forms of marketing.

The internet is the greatest direct mail medium of all time, and the low cost of frequent interaction makes it ideal for Permission Marketing.

Originally, the internet captured the attention of interruption marketers. They rushed in, spent billions of dollars applying their interruption marketing techniques and discovered almost total failure. Permission Marketing is the tool that unlocks the power of the internet. The leverage it brings to this new medium, combined with the pervasive clutter that infects the internet and virtually every other medium, makes Permission Marketing the most powerful trend in marketing for the next decade.

As new forms of media develop and clutter becomes ever more intense, it's the asset of permission that will generate profits for marketers.

"Honour has not to be won: It has only not to be lost"