Permission Marketing

Permission Marketing is anticipated, personal and relevant.

Anticipated - People look forward to hearing from the marketer.
Personal - Messages are directly related to the individual.
Relevant - The marketing is about something the prospect is interested in.

Five steps to 'dating' your Customer-

1. Offer the prospect an incentive to volunteer.
2. Using the attention offered by the prospect, offer a curriculum over time, teaching the consumer about your product or service.
3. Reinforce the incentive to guarantee that the prospect maintains the permission.
4. Offer additional incentives to get even more permission from the consumer.
5. Over time, leverage the permission to change consumer behaviour toward profits.

Source : Permission Marketing, Seth Godin