Being polite is a good way to ensure success. In my experience, if you ask for something in a polite and straightforward manner you will usually get it. So why is it that so many marketers still insist on being rude? They send me messages without first asking my permission. How is it they they know I’m even interested?
The term permission marketing is not mine, nor is it new. Author and marketing consultant Seth Godin coined the phrase in the late 90’s and wrote about the practice in his best-selling book, “Permission Marketing: turning strangers into friends, and friends into customers.”
Despite having come up with the term, Seth didn’t invent the concept. It has been around for years and years. Let me put it this way, if I ask for a lemon don’t give me two limes because they are ALSO citrus fruits. I’m a lemon buyer – don’t assume I’m also a lime buyer! Asking your visitors what they want (and then giving them exactly that) is always a better tactic than burying a tiny check box at the bottom of a web form. Completing a form doesn’t mean that I’m interested in your promotions; it means I filled out a form.
How about this approach? Send me a “thank you” email for completing the form or submitting a question. In that email invite me to receive promotions or information and tell me why it will be worth my time. Be Honest. Chances are I’ll sign up and, if your offers are compelling, become a better customer, too. Simple, straightforward and polite.
