Permission Marketing: My Secret Weapon To Building Multiple Companies
Simple, not easy
Today, I am going to share with you the secret to my success
This is how I’ve been able to create profitable online companies over and over again. You’ve heard me say this many times, and I will say it again.
This is simple, but it’s not easy.
The Three Types Of Media Marketing Models
Years ago, when I lived in Florida, I binged all of Seth Godin’s books. I was so impacted by Linchpin that I knew I needed to keep reading.
One of those books was Permission Marketing. And although it didn’t have quite the profound psychological shift in me that Linchpin did, Permission Marketing was probably even more impactful in my life because of how drastically it changed my behavior.
First, some context.
There are three types of advertising models:
Traditional
Classified
Permission
Let’s go through them one by one.
Traditional advertising: Exactly what you think it is. You have attention and then you sell that attention to the highest bidder. The obvious flaw in this model is that the media is incentivized by volume, not by creating value for the reader or viewer. This is why CNN and Fox News are such trash, and why all traditional media eventually reduces itself to its lowest common denominator, which is anger.
Classified advertising: Classified is one level above traditional because it’s categorized. Google is the perfect example of classified ads. You are seeing ads built around a category, which gives them alignment. Before Google, entire newspapers were run with classified ads. Business directories are another example. These work because you give choice through categorization.
Permission marketing: This is when people want to be part of your community, and they give you permission to advertise to them. Anticipated, personal, and relevant ads that go to the people who want to get them. It’s ads that people would miss if they didn’t show up.
Copyblogger got famous because it taught people how to do permission marketing. Brian Clark took permission marketing and brought it one step further, to what we now commonly refer to as content marketing.
And so when people ask me how I do it, this is how. This is the game.
How Does Permission Marketing Work?
First, you need to create content that people want to consume. There are four types of content:
Written
Audio
Video
Design
That’s it. Everything you create exists in one of those four mediums.
Then, you create some kind of opt-in. The best form of opt-in is email because when people give you their email addresses, they are inviting you into their digital home.
The email inbox is protected. We all have the one email address that we keep safe and organized. If you allow people or brands to contact you through this medium, then you are giving them permission to advertise to you.
Let’s read that last sentence again.
If you allow people or brands to contact you through your email inbox, then you are GIVIN THEM PERMISSION TO ADVERTISE TO YOU!!!!
Last, you do the marketing, which is another way of saying you draw attention to your offers.
You can do this through great copy, through sales letters, or by sprinkling in calls to action for your products or services natively in the content. Your method is up to you, but what’s important is that the entire exchange happens because your reader is allowing it to happen.
Why Permission Marketing Is So Effective
There is complete alignment.
This is why I’ve always made so many sales in my career and why I’ve never had to sell out or rely on ads. Everything is permission based. You are reading this email because you want to.
But the best part about permission marketing is that the value for you is more than whatever sales you make. The vast majority of people who read your newsletter or watch your videos aren’t going to buy from you, and that’s okay. Because the permission they have granted you is a lubricant for you to expand your authority.
This way, when someone comes around who is interested in buying your offer, the probability of them completing the transaction is high because you have already established yourself as an authority in the space.
If you weren’t an authority, then no one would be listening to you. But they are listening to you, as proven by the fact that you have an audience.
Everyone wins. It’s great.
Love you guys. Talk to you tomorrow.
Tim
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