I've recently finished Seth Godin's Permission Marketing (as well as his Free Prize Inside and Small is the New Big).  If you are in any way connected with marketing, as a salesperson, small business owner, or a real marketing person, you should finish this blog post, and then go out and read this book, or just go over to www.sethgodin.com.  I was really impressed with what I read

Here’s why I love Permission Marketing:

1. Seth has a really easy to read writing style.  He prides himself in not talking down to his readers and it comes through.  I found myself breezing through the book - not because it's light and fluffy but because his tone is conversational and engaging.
   
2. I've always espoused a long-term view of marketing.  In Permission Marketing, Seth contrasts the ideas of Interruption Marketing (interrputing someone's day to give them a marketing message, e.g., commercials and other advertising) and Permission Marketing (establishing a long term relationship with an individual in a mutually profitable and enjoyable cycle).  He lays out in simple terms why this long-term view can and will be more successful.  The role of the internet obviously plays a big part in this.
   
3. He makes the distinction that the internet is a direct sales medium, and not a broadcast medium.  If you are a looking to have a presence on the internet, either by having a website or by using email to keep in touch with your customers, it's important to keep that in mind.  This means that you can't expect a huge number of people to be exposed to your marketing message, but it does mean that you can really tailor your message to the people that do see it.
   
4. I am (and I work with) a lot of small business owners that need to compete in a noisy and cluttered market to get people's attention.  I think that the idea of permission marketing, of building a client base through repeated contact and value-building is the way to do this.  The challenege rests in the need to always bringing that sizzle.
   

Questions Permission Marketing has created in my mind:

• What is the best way to get people's attention in the first place?  Seth admits that interruption marketing is necessary in the beggining to start the relationship.  How can a newer business establish itself in possible customers' minds when it has limited time and money resources.
  
  
• What can I do to bring value to my clients that will allow me to continue to market to them.  What is the win/win sizzle that I can bring.
  
  
• Seth is an iconoclast and loves blasting the status quo.  What am I doing that is simply a habit and is not really useful?  And what can I take from the status quo and use for myself?
  
  
• How can I use blogging, websites, and email to connect with my clients in new ways?
  
  
• Who should I be partnering with to help build an internet presence?  And what value can I bring to possible partners?