Quotes
camp uses Permission Marketing to accomplish this. The first step is to advertise at camp fairs and in magazines that feature groups of ads from summer camps. But unlike virtually all her competitors, Joanne isn’t trying to sell her camp. She knows that no one chooses a summer camp for their children on the basis of a two-inch-square black-and-white advertisement.
Instead, her only goal in the ad, and at the trade show, is to get permission to send a video and a brochure. The ad sells the brochure, not the camp. Call the camp’s number, and her staff will immediately qualify your interest and then send a video (perhaps the best-produced camp video in the market) and the brochure (also extremely well done).
The only goal of the video is to get permission to have a personal meeting. It doesn’t sell the camp. It sells the meeting.
Now, fully qualified, and having seen the testimonials, the photographs, the facilities, and the happy campers, the family is ready to be sold on the camp. And that’s done in person.
Once a camper attends for a summer, odds are that he or she will stay for more summers and bring a brother or sister as well. Which makes the sale worth nearly $20,000. By using Permission Marketing, Arowhon is able to make these significant step-by-step sales, with a very high efficiency.
At each step, the only goal of the next step is to expand permission. She interrupts to get permission to send a video using a small print ad, she uses the video to get permission to visit, she uses the visit to get permission to sell one summer, and she uses the summer to sell six more.
By focusing media on getting permission instead of making the ultimate sale, marketers are able to get far more out of their expenditures. The response rate to a free sample or an affinity program or a birthday club might be five or ten times the response rate of an ad asking for a sale.
This is a
Instead, her only goal in the ad, and at the trade show, is to get permission to send a video and a brochure. The ad sells the brochure, not the camp. Call the camp’s number, and her staff will immediately qualify your interest and then send a video (perhaps the best-produced camp video in the market) and the brochure (also extremely well done).
The only goal of the video is to get permission to have a personal meeting. It doesn’t sell the camp. It sells the meeting.
Now, fully qualified, and having seen the testimonials, the photographs, the facilities, and the happy campers, the family is ready to be sold on the camp. And that’s done in person.
Once a camper attends for a summer, odds are that he or she will stay for more summers and bring a brother or sister as well. Which makes the sale worth nearly $20,000. By using Permission Marketing, Arowhon is able to make these significant step-by-step sales, with a very high efficiency.
At each step, the only goal of the next step is to expand permission. She interrupts to get permission to send a video using a small print ad, she uses the video to get permission to visit, she uses the visit to get permission to sell one summer, and she uses the summer to sell six more.
By focusing media on getting permission instead of making the ultimate sale, marketers are able to get far more out of their expenditures. The response rate to a free sample or an affinity program or a birthday club might be five or ten times the response rate of an ad asking for a sale.
This is a
Marketing is not a battle, and it’s not a war, or even a contest Marketing is the generous act of helping someone solve a problem. Their problem
Marketing in five steps
The first step is to invent a thing worth making, with a story worth telling, and a contribution worth talking about.
The second step is to design and build it in a way that a few people will particularly benefit from and care about.
The third step is to tell a story that matches the built-in narrative and dreams of that tiny group of people, the smallest viable market.
The fourth step is the one everyone gets excited about: spread the word.
The last step is often overlooked: show up—regularly, consistently, and generously, for years and years—to organize and lead
The first step is to invent a thing worth making, with a story worth telling, and a contribution worth talking about.
The second step is to design and build it in a way that a few people will particularly benefit from and care about.
The third step is to tell a story that matches the built-in narrative and dreams of that tiny group of people, the smallest viable market.
The fourth step is the one everyone gets excited about: spread the word.
The last step is often overlooked: show up—regularly, consistently, and generously, for years and years—to organize and lead
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