Permission Marketing
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Permission Marketing Audible Audiobook – Abridged

Seth Godin (Author, Narrator), Simon & Schuster Audio (Publisher)
4.3 4.3 out of 5 stars 790 ratings
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The man Business Week calls "the ultimate entrepreneur for the Information Age" explains "Permission Marketing" -- the groundbreaking concept that enables marketers to shape their message so that consumers will willingly accept it. Whether it is the TV commercial that breaks into our favorite program, or the telemarketing phone call that disrupts a family dinner, traditional advertising is based on the hope of snatching our attention away from whatever we are doing. Seth Godin calls this Interruption Marketing, and, as companies are discovering, it no longer works. Instead of annoying potential customers by interrupting their most coveted commodity -- time -- Permission Marketing offers consumers incentives to accept advertising voluntarily. Now this internet pioneer introduces a fundamentally different way of thinking about advertising products and services. In his groundbreaking audiobook, Godin describes the four tests of Permission Marketing: * Does every single marketing effort you create encourage a learning relationship with your customers? Does it invite customers to "raise their hands" and start communicating? * Do you have a permission database? Do you track the number of people who have given you permission to communicate with them? * If consumers gave you permission to talk to them, would you have anything to say? Have you developed a marketing curriculum to teach people about your products? * Once people become customers, do you work to deepen your permission to communicate with those people? And in numerous informative case studies, including American Airlines frequent-flier program, Amazon.com, and Yahoo!, Godin demonstrates how marketers are already profiting from this key new approach in all forms of media.
Previous page
  1. Listening Length
    2 hours and 1 minute
  2. Author
    Seth Godin
  3. Narrator
    Seth Godin
  4. Audible release date
    January 2, 2001
  5. Language
    English
  6. Publisher
    Simon & Schuster Audio
  7. ASIN
    B00005AAQZ
  8. Version
    Abridged
  9. Program Type
    Audiobook
  10. See all details
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Product details

Listening Length 2 hours and 1 minute
Author Seth Godin
Narrator Seth Godin
Audible.com Release Date January 02, 2001
Publisher Simon & Schuster Audio
Program Type Audiobook
Version Abridged
Language English
ASIN B00005AAQZ
Best Sellers Rank #27,970 in Audible Books & Originals (See Top 100 in Audible Books & Originals)
#58 in Direct Marketing (Books)
#88 in Marketing & Consumer Behavior
#89 in Marketing (Audible Books & Originals)

Customer reviews

4.3 out of 5 stars
4.3 out of 5
790 global ratings
Mother, tell your sons not to be Cowboys.......
5 Stars
Mother, tell your sons not to be Cowboys.......
Friends:I have been using Seth's permission marketing strategies for many, many years. They are one important facet of our Marketing campaign.Google my name to Learn more.....Arthur von Boennighausen
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Top reviews from the United States

Justin Tymes
5.0 out of 5 stars Brilliant at its time; idea is status quo at this point
Reviewed in the United States on January 21, 2011
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I'm a HUGE Seth Godin fan. I've read most of his books, subscribe to his blog, etc. So when I took on the Personal MBA Reading List by Josh Kaufman, I wasn't sure if I was actually going to read this book or not. I figured since it was written in 1999, the ideas would be dated, or covered by him in his offerings since.

Well, I was correct on both fronts, but still, this is a nice insight into where marketing was heading, and is, to some extent, today. Permission marketing as a practice is all about gaining trust, and Seth has that from me. Which is why I always enjoy reading his offerings. If you are in marketing or read Seth regularly you could potentially skip this and get the information from his blog, but it's still a rather quick read full of good information on how to, and not to, treat your customers.
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Gisela Hausmann
4.0 out of 5 stars It's fabulous but outdated
Reviewed in the United States on February 16, 2015
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To get this off my chest I want to begin by saying that illustrating the statement "Frequency works" with Muhammad Ali's fight record is simply wrong, or, at best a not well chosen example. Godin writes "Muhammad Ali did not become heavyweight champion by punching twenty people one time each. No, he became the champ by punching one guy twenty times. By applying frequency to the poor opponent's head, Ali was able to bring his message home..."

I might have ignored this if it did not come up a second time.

"... Back to Muhammad Ali again. After he's hit someone ten times and the guy's still standing, the opportunity for a quick knockout is long gone. Only through persistence..."

If this is about illustrating `persistence' there are better examples. If this is about "boxing/Muhammad Ali AND persistence" it's a really bad example. Muhammad Ali averaged 9th round KOs. That was Ali's style. Mike Tyson averaged 3rd round KOs. That was Tyson's style. Indeed, Tyson knocked out Michael Spinks in 91 seconds in one of the fastest KOs in the heavyweight division.

Whereas Ali took the time to dance with the "Ali Shuffle, to showboat, and even talk to his opponent, Tyson did what he came to do -without show (he sold the outcome). But there is a lesson to be learned. After some time Tyson's fights could not be sold in the United States anymore; most famously Tyson vs. Buster Douglas took place in Tokyo, because Americans weren't going to pay hundreds of dollars for what they thought would be a 90 seconds fight (Boxing is about entertainment too). Ali knew this. That is why boxing is such a bad example for the contents of this book. Any boxer, who pursues "selling the fight and going for a later round knock-out" risks injury and loss, but fighters, who go for the quick sale, cannot sell anymore after they have done this for a while. So, if the "message" is about winning, the strategy depends on the opponent, and that is why boxing is not a great example.

Aside from this flaw Seth Godin's book is a great book. His elaborations about permission marketing vs. traditional Interruption marketing are brilliant and I can only guess what a huge impact this book made in 1999. Even today students of marketing must be riveted to read about the historic developments in marketing, never mind that some of the quoted companies don't exist anymore. E.g. my children (in their early 20's), who know much more about phones than I will ever know, have never heard of MCI. Then again, maybe reading about MCI might prompt them to read up on who this former telecommunications company was and find out why it went down.

Of course telecommunication companies are notorious for their ridiculous approaches. For a short while I was Charter's customer. This company thought they can handle `permission marketing' their own way. Even though I told them that I wanted to buy Internet services only, and that I haven't had TV since 2009, and, that I did not intend to get TV because I find nothing worthy to watch, they called me every 10 days to offer me TV. So I cancelled them. At that occasion the customer service representative asked me why I cancelled their services and I told him that I felt harassed. To which he replied that I should have gotten on their no-call list. To which I replied, that no, the fact that they knew my phone number did not entitle them to call me anytime between 8-5 whenever they felt like it. Not even my mother calls me during working hours. Additionally, the fact that I told them more than 20 times in no uncertain terms that I was not interested in getting TV, clearly demonstrated that they were NOT listening to their customer. My new provider sends me "invitations to get TV" every 2 weeks, via snail mail. I throw their mail into my recycle bin.
Naturally, Seth Godin elaborates about telecommunications companies too, only he writes about Bell Atlantic, which today is Verizon. I wonder how many of the younger readers of this book know that.

The above is a perfect example of permission marketing gone wrong and I would hope that somebody from Charter's marketing department reads Seth Godin's book sometime soon. I really appreciated Seth Godin's elaborations about the "five levels of permission". Looking into my Inbox I can tell that many corporations' marketing departments have taken Seth Godin's advice to heart. Of course the downside of this is that most people simply delete their flood of emails and that's that. In fact email providers are developing programs to assist this process because people don't have enough time to unsubscribe the unwanted content.

Absolutely brilliant are Godin's mentioning of Columbia Record Club and the Book of the Months Club. Indeed it was these concepts that lay the foundation for brilliant permission marketing but we don't get to read too much about these great innovators anymore.

While I realize that the book is listed as "published in 1999" I had hoped that the book included some kind of an update, maybe a 3-5 page foreword would have been excellent. The way how it is presented "Permission Marketing: Turning Strangers Into Friends, and Friends Into Customers" is more of a history book than a cutting edge book. That kind of surprised me.

Gisela Hausmann, author & blogger
3 people found this helpful
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Michael Neely
5.0 out of 5 stars The marketing book by Seth Godin I needed twelve years ago!
Reviewed in the United States on December 29, 2011
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I have been a big fan of Seth Godin's for years. I came across his name when he was a contributor for Fast Company magazine, about the same time that this book came out in the late 1990's. To my utter embarrassment, I recently realized that I did not have one of his books on my bookshelf. I decided to fix that with Permission Marketing.

Twelve years ago, I haughtily started a business that I was trying to get online and make a million dollars with, just like everyone else was. I built a web site with the old marketing wisdom in mind and sat back...and nothing happened. I have always acknowledged that something was missing from my marketing efforts, but I could not put my finger on it.

I began questions of myself when I had tried to engage some marketing execs in conversation and they spoke of "connecting" and "reaching out." It was then that I had realized that the "fire and brimstone" marketing of old, the "call `em until they buy or die" methods were done. I was suddenly realizing that the one who screamed the loudest did not always get the most attention and that I had truly missed something along the way, but was now being dismissed as just another noisy distraction. Permission Marketing has the answers I was looking for.

Although, some of the references have gone bankrupt and some of the companies faded from the business headlines, this book is a must-read, not only for marketers, but also for web developers involved in eCommerce in any way. This book has helped me get to the "what's the point?" of web development and design...and realize that I am just getting started with my marketing activities.

Ignore this book and this recommendation if you think that this "technology thing" is just a fad. The reality is that this "technology thing" has redefined our world and the ways that we communicate with others....that is it has changed everything!
3 people found this helpful
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Kevin jarchow
3.0 out of 5 stars This book needs a fresh edit and update.
Reviewed in the United States on October 17, 2022
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The first half of the book was useful. And he provided some very helpful ideas, that I've implemented in my business. BUT, the second half of the book read more like an advertisement for a bunch of long dead enterprises. So that was a bit distracting and I ended up skimming through the last four chapters to pick up anything that might be relevant in 2022
My copy was published in 1999, so as you might imagine a lot of things have changed since then. I read with a bit of historical amusement how AOL and ATT abused their permission marking program, pissed off their customers and forgot who they served. I was surprised that he didn't mention COMCAST, but their customer abuse might have been a bit later.
In retrospect, I could have probably passed on this book, but you never know until you get into it.
One person found this helpful
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Top reviews from other countries

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Francisco Escobosa
3.0 out of 5 stars Libro con conceptos interesantes, pero algo obsoleto
Reviewed in Mexico on April 17, 2022
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Es un libro ya viejo, que dejo de ser relevante para el marketing online actual. Aunque los conceptos todavía aplican, las técnicas de implementación son muy básicas, aunque en su momento fueron revolucionarias.
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Orly
5.0 out of 5 stars A Marketer's Book
Reviewed in Canada on October 18, 2020
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Have given to each of my budding Marketing students and they are quoting it back to me ... regularly!
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Flavia Machioni
5.0 out of 5 stars Essencial
Reviewed in Brazil on August 13, 2018
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Ótimo livro, essencial para quem trabalha com pessoas e internet (portanto, todo mundo!!).
2 people found this helpful
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Giorgio Givone
5.0 out of 5 stars Illuminante
Reviewed in Italy on March 16, 2019
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Un libro di grande attualità, benché sia stato scritto diversi anni orsono. Se siete dei fan del direct marketing e pensate che sia ancora l'approccio migliore, lasciate perdere; non fa per voi. Diversamente, potreste imparare come raggiungere i vostri prospect in maniera efficace, senza rompergli le scatole.
One person found this helpful
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ASHOK HN
5.0 out of 5 stars Why can't they just prescribe this in college?
Reviewed in India on July 26, 2018
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Imagine the hundreds of hours saved studying outmoded theories - not to mention enormous numbers of dollars burnt later because of these outmoded theories.
3 people found this helpful
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