Permission Marketing

"As the marketplace for advertising gets more and more cluttered, it becomes increasingly difficult to interrupt the consumer."

"The Permission Marketer knows that the first date is an opportunity to sell the other person on a second date."

"Big companies don't hire people to reinvent their already successful marketing techniques."

"Sometimes you have to endure the entrepreneur's nightmare?you must fire a customer. "

"The less you ask of the consumer and the bigger the "bribe," the more likely the consumer will give you permission."

"A single ad, no matter how well produced, no matter how compelling, is almost never enough to sell your product."

"Permission Marketing flies in the face of traditional thinking about advertising."

"If the permission is based on the charisma and personal interaction of the merchant, conflicts will inevitably arise."

"When you surprise a consumer, not only do you void permission, you increase fear."

"The Internet is not a million-channel universe that will soon be stocked with terrific new shows and personalities and movies on demand."

"Every commercial Web site should be set up to accomplish one goal."

"Marketers win when they can convert what many perceive to be a short-term permission cycle to one that lasts for a much longer period of time."

"Never run an ad of any kind that doesn't give consumers a chance to respond."