Permission

Marketers everywhere are skipping this step. They see their competitors send unsolicited emails, bombard people with intrusive ads, and assume they can too.

“It’s legal” they say. “Everyone does it” they rationalize. And the worst of all, “It works”. Slash and burn farming works, coal fired power plants work — but that doesn’t make them the right choice, or without consequence.

Continuing to skip the step of permission in marketing is tempting — the short term ill effects are just an few unsubscribes, or a few complaints. But the long term, especially with everyone else following the same approach, is an audience that’s increasingly conditioned to tune out, to distrust, to ignore.

Asking permission is setting clear expectations when someone signs up on your site. Saying “no” to purchased lists or privacy-invading advertising tactics. Earning that permission every day by focusing on providing value. When permission is given and is continually earned, you earn more dedicated fans, and those who are more willing to help spread your story to others.

Asking permission — getting people excited to hear from you, and genuinely interested in what you have to say — that takes patience and time to build, but those who take the time are rewarded when their efforts snowball rather than rot away.

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