I watched an Olivier Roland’s video and I learned good stuff.
When I was a child and I watched a movie on TV, there were advertisements during the movie. When I watched these advertisements I never told myself : « Wow, it’s too cool, I’ll buy it right now », I told myself : « No, again ! » and I took my smartphone. I think you do the same thing.
This kind of advertising that interrupts what you’re doing is called interruption marketing. I’m happy, this kind of marketing is dying. It was a type of marketing that worked well in the years 1950-60 with TV. It was the first time we wached advertisements with a visual, sound and music, it was impressive. This advertisements format allowed to have access to more people than a advertisements in text format.
This interruption marketing has been successful and others companies have used this method. There are so many advertisements everywhere that we can find that on a supermarket receipt. I watched a TV report clip where people were paid to have advertisements on their own cars (it’s not normal, really !).
We are so harassed by advertismements that our brain developed a filter so that we can live our lives quietly. It’s cool because the interruption marketing is less and less effective and companies noticed it.
It’s for this reason there is a new generation of marketing, it’s the marketing of permission.
The concept is to ask the permission from a group of people to contact them with informations and advertisements that are in their interests. We know that this will potentially interst them and if they don’t care, they will not give us permission.
The concept of interruption marketing is to have access to a maximum of people as possible. The permission marketing is the opposite because people give us permission. The audience is more listening because the brain’s advertising filter is disabled, simply because the theme of advertisements they’re interested in.
Use the 21st century marketing. Here’s how I use it :
I publish articles on my blog that attracts a group of people (bodybuilding and internet business). I create content that interests my future clients. It’s cool because I know my future clients share the same passion and same values than me.
To go to the next step, I offer free additional bonuses like digital books (eBook), free complet training program (on my other website) and link to effective smartphone apps
To have acces to these additional bonuses, you need to subscribe to receive my newsletters (mailing list). When people subscribe to receive my newsletters, they give me permission to contact them.
When people receive my newsletters, they unsubscribe at any time. In each email there is a link to unsubscribe by clicking, it’s very easy.
As soon as people subscribed to my newsletters, I know that these people are interested in products/service that are complementary to bonuses they used.
Take an exemple with a blog about cats. You have a blog about cats and when person subscribes to your newsletters that person receives a free digital book (eBook) « 5 tips to keep your cat healthy and long live ». You’ll learn 2 things about that person who subscrided to your newsletters :
This person is interestd in cats
It’s possible that this person has a cat or wants to have a cat
It’s a specially targeted audience. Now, you know that this person will be interested by a book, a training or a physical product that will help this person to have a cat happy and healthy.
With this method, there is a audience’s screening. You don’t lose you time to try to sell your products/services to a person who is totally disinterested in what you do.
This concept is perfect to build a group of people who are of what you do. This means that you build a fan-based internet company or based on a tribe.
I advise you to read this Seth Godin’s books about it.
This has nothing to do with interruption marketing that based on client’s amount. With permission marketing, there is a better profitability and a better human relationship. With this concept, we feel like helping friends because the entrepreneur and its audience share the same passion and same values.
The entrepreneur help its audience to accomplish a goal he/she has already achieved or the entrepreneur want accomplish a goal and its audience witnessed its evolution. Usually entrepreneurs do both. It’s obvious that it’s not possible to know all people of an audience but it’s easy to communicate with them. If there is a Meetup or a meeting with the community, everybody will be able to talk about cats for hours and it’s great to meet passionate people.
Permission marketing works with everything. Interruption marketing will work for long time because campanies are putting a all lot of money into it.
Internet companies and startups therefore 21st century companies need to use permission marketing to adapt to the industrial revolution.
P.S. Do you want free training program ? Click here
Smartphone apps :
To track my calories, I use MyFitnessPal
To track my training program, I use Jefit