Know Your Customers

Permission marketing is not enough.

(Actually, it might help to explain briefly what permission marketing is, before I go and dismiss it. Permission Marketing is getting your prospective customers to sign up to your advertising voluntarily. Seth Godin has written an excellent book on it).

Permission marketing is an excellent idea, but it's not enough. If I give you permission to advertise to me (which I will do, if I think I'm excited about the products the company makes), please, please, please offer me something relevant that I can use.

I enjoy networking events. I like listening to people give passionate talks about subjects that interest me. I'm a willing punter for these types of event. This morning though, I've had to unsubscribe from some permission marketing for just this type of "product".

Why? Were they spamming me? No, their e-mails were infrequent. Were they selling junk? No, the events looked really interesting? Well, then why on earth have I unsubscribed?

Because as excellent as their programs seem, as interesting the events, and as reasonably priced as they are, they are trying to sell me on an epic product that can only be comsumed in California. I'm in England.

Trying to sell a product to people who can't possibly take advantage of your fantastic offer does more harm than good. Don't dangle something awesome in front of those that can't possibly have it. They'll become annoyed that they can't take advantage of your offer. I know I have.

Ben