So, you are flicking through the tv channels, kind of bored, winding down before you head off into slumberland.
You flick to BBC2 and Never Mind the Buzzcocks catches your eye. You wonder who the singer on one of time teams is.
You hear the presenter mention her name is Little Boots. So you google her and come to her website.
You aren't really too sure if you know or like her music. On her home page she offers you a free MP3 mixtape in exchange for your email address.
That's a fair exchange you think to yourself.
You pop in your email address and receive the link and email to download the MP3 file.
This is the start of a permission marketing relationship.
Now the marketers of Little Boots, their job is to educate me all about her music, gigs, merchandise, events over a period of time. Get me to introduce her to my friends and other people I know into her music.
This is how she will build a large fan base open to her stuff and buying her stuff. It will take time, a little step week by week, month by month.
It's smart marketing, it's a great start.
For another example of permission marketing, visit this example I built.
If you are burning your way through traffic and spending on google adwords and not getting sales, maybe, just maybe, people aren't quite ready to buy yet or you haven't educated them enough on your stuff.
Come back here in 30 days time and speak to me if these guys have provided you with enough education on designing flyers and collateral to get the best possible business response to your campaigns.
To read up on Permission Marketing, download Seth's first 3 chapters from his book.
ps: my favourite tune so far from Little Boots is "Every Little EarthQuake"
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