Last updated on September 16th, 2021. Posted in Increasing Business Sales.
Have you heard of the concept of "permission marketing" before? This is a concept developed by Seth Godin in his book of the same name...and if you aren't familiar with it, it's absolutely critical to understand in this internet and information era we find ourselves in...
Here are links and resources mentioned in today's video. Enjoy!
...especially as it relates to your online business. The gist is, it's pretty much the polar opposite to what worked for nearly 90 years prior. Before the internet came along and flipped everything upside down, businesses and marketers could rely on what's called "interruption marketing."
That is, if they wanted to increase revenues, all they had to do was run ads in magazines, newspapers, on billboards, and anywhere else. This reached a peak in the Mad Men era...and since then Interruption Marketing as seen declining returns.
But that doesn't stop marketers from pouring billions of dollars into advertising...even online. And I don't know about you, but I despise advertising. I hate it. I hate it because it interrupts what I was doing...
...I'm trying to read an article and get slammed in the face with a pop-up ad...I'm eating dinner and enjoying my pork chops and someone phones hoping to sell me siding for my house...I'm watching an informative interview on YouTube and get interrupted with an ad for laundry detergent.
Before the advent of the internet, Consumers were held hostage. If we wanted to continue watching The Cosby Show or The Dukes Of Hazzard, we had to sit through a few minutes of ads every once in a while. We had no choice.
If we wanted to thumb through a magazine, we were forced to see the ads...again, we had no choice. But now, in the age of the internet? Now the tables have turned. Now Consumers have all the power.
We can run ad blockers in our web browsers (I sure do), we can ignore ads, and we can close out of annoying pop-ups without even reading them (I sure do this too). The effectiveness of ads has gone through the floor.
As an example, tell me, what was the last ad you saw on Facebook? What were they promoting? What was the last billboard you saw? How about the last radio ad...what were they selling?
I'll tell you, I don't remember either! But let me ask you this: Can you remember a really great article you read today? How about a really informative video you saw on YouTube? What's your favourite episode of The Joe Rogan Experience? These examples illustrate the power of Permission Marketing.
Permission Marketing occurs when your audience seeks you out, not the other way around. And when someone gives you their attention, that's an incredibly powerful and rare thing.
Just think of all the other things they're saying "no" to in order to say "yes" to reading your article, watching your video, spending time going through your how-to guide, or reading your blog posts. That's insanely powerful.
Because really what they're doing is, they're self-selecting. They're pre-quaifying themselves. They're saying, "I WANT to consume this content. I WANT to learn more about your online business and how you can help me solve my problems."
The key is to structure your helpful, valuable content carefully to gently bring people closer towards you...to encourage them to become a part of your closer audience. And if everything's a good fit and if the timing's right...they'll become a happy paying customer for life.