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Home::Copywriting
One Simple Idea
Author : Charles Brown
Right now, no matter what time of the day or night you are
reading this, someone's website is making money -a lot of money-
using one simple idea.
It's an idea you should be using to increase the profitability
of not only your website, but every aspect of your marketing
efforts as well. And even if you are using this idea to some
degree, even small improvements can produce huge gains on your
return on investment.
What can this idea do for you?
· It can create a large list of people who identify themselves
as being interested in your product or service.
· It can also produce a list of people who ask to receive your
marketing materials.
· It eliminates forever the problem of sending out untargeted
junk mail that does not get opened or read.
· It generates repeat traffic to your website as long as you
keep producing fresh and useful content.
· And most important of all, when your marketing message is
requested, welcomed, expected and read by interested prospects;
your sales rates increase exponentially.
What is this simple idea? No doubt you've already guessed it is
Permission Marketing a phrase coined by Seth Godin when he
literally wrote the book on the subject.
Mr. Godin defined Permission Marketing as the very opposite of
Interruption Marketing, such as the telemarketer who calls right
in the middle of your supper. The Permission Marketer instead
obtains your consent to market to you often with the offer of a
free booklet or some other free product of value.
As I mentioned last week in my article on , The Magic Free Offer, a free offer "lowers the bar" for a
reader to respond and it subsequently enables you to build an
ongoing relationship with that person. The whole idea behind
Permission Marketing is that it breaks through the clutter of
all the other messages bombarding your prospects every day.
Godin calls this getting the prospects to "raise their hands" or
volunteer to participate in your marketing. Thereafter, any
marketing message they receive is by consent, and they can
"opt-out" at anytime they choose, so their involvement is always
with permission.
Godin sums up the concept of Permission Marketing as, "turning
strangers into friends, and friends into customers." If you
aren't already using Permission Marketing along with your other
marketing strategies, you need to get this ball rolling right
away.
If you already have some aspects of it in place, keep improving,
it will be the best investment you will ever make.
And finally, if you haven't read Seth's book, Permission
Marketing, I just cannot recommend this book enough. It WILL
make you money.
COPYRIGHT © 2005, Charles Brown
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