“Permission marketing is the privilege (not the right) of delivering anticipated, personal, and relevant messages to people who actually want to get them.”
There is so much meaning in this definition. It challenges you, a small business owner, to first obtain permission to market and then to provide something of value that your target market will want to receive.
“Real permission is different from presumed or legalistic permission. Just because you somehow get an e-mail address doesn’t mean you have permission. Real Permission works like this: if you stop showing up, people complain; they ask where you went.”
The word that I use a lot is “PAIN”. What causes pain to your target market? If your product or service can eliminate that pain, then you have a story to tell which people will want to hear. There is a secret to telling your story: it has to be through the “drip” method. Too many “sales” people want instant gratification and if they don’t make a sale during their first contact they go on to the next prospect.
Build a relationship with earned loyalty and trust.
The right to make a sale has to be earned over time. Each contact is part of building a trust relationship. A willingness to receive your information is an important part of gaining a foothold, but it’s what happens afterwards that will make the sale. The most precious thing that a prospect can give you is a willingness to get your information and to look at it. Your responsibility is to deliver relevant information that will benefit the receiver.
The next question you may ask is “How do I get permission?” The real simple answer is you ask for permission and share your promise of making their business life easier, less stressful and more profitable. You then deliver information on your promise so that eventually your prospect will trust you and will want to buy your promise.
Technology today has opened the doors for a small business to actually pay individual attention to a customer. Once you get permission to market to a prospect, the prospect will pay more attention to you than all the other “interrupted” marketing efforts that everyone else uses. All of us are bombarded with thousands of interrupted marketing efforts on a daily basis; thus when an invited message is received, it gets the necessary attention.
Adopting a Permission Marketing approach in your business requires a lot of patience. It’s a process that builds a solid foundation between you and your target market.
“Make it easy for your clients to be loyal by offering impeccable products, services, and customer service!”
Tips and Advice by Nick J. Petra – CFP, Mentor and Founder of BizQuack and StrategicDuck
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