Every marketer, product person, and manager.
This is one of the best marketing books I have ever read.
Marketing by interrupting people isn’t cost-effective anymore. You can’t afford to seek out people and send them unwanted marketing messages, in large groups, and hope that some will send you money.
Instead, the future belongs to marketers who establish a foundation and process where interested people can market to each other. Ignite consumber networks and then tet out the way and let them talk.
I first read Permission Marketing 2 years ago and was blown away. Recently, I revisited it in audiobook form and was still very impressed. Even though it was written in 1999, it is still one of the best books for marketers looking to build their foundation in permission marketing.
Since this book was published, forward thinking marketing has grown into inbound marketing, content marketing, and more – the value of all of which will be debated for years. Regardless though, Seth Godin helped to push marketing leaps and bounds ahead of where it had been as soon as Permission Marketing came out.
A permission mindset is not the only thing I look for when hiring a marketer, but it is a huge qualifier. Paid media, PR, branding, and other aspects of marketing all have their place at the table, but if a young marketer does not have at least a basic grasp of permission, it tells me that either their education was poor or they’re more interested in short term, zero-sum games than long terms benefits.
If you haven’t read Permission Marketing, buy it today.