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Permission to Anticipate > Permission to Anticipate - Pg. 137

shoulder your customer's burden (and make sure you're not adding to it!) 137 > Assuming you have legal permission, you need to be sure that you're following the emotional definition of permission laid out by mas- ter marketer Seth Godin, who invented the concept of permission mar- keting: Permission marketing is the privilege (not the right) of deliv- ering anticipated, personal and relevant messages to people who actually want to get them. It recognizes the new power of the best consumers to ignore marketing. It realizes that treating people with respect is the best way to earn their attention. ``Pay attention'' is a key phrase here, because permission marketers understand that when someone chooses to pay atten- tion they are actually paying you with something precious. And there's no way they can get their attention back if they change their mind. Attention becomes an important asset, something to