As you know mass marketing interrupts; they stretch the Idols TV show to two hours so that they can interrupt you with one hour of ads. Our time is too precious to waste an hour of our time with interruptions.
The alternative is permission marketing:
“The challenge for marketers is to persuade consumers to volunteer attention – to agree to learn more about a company….permission turns strangers into friends and friends into loyal customers…it’s about education.” Seth Goldin who wrote the book Permission Marketing.
Let’s get back to the interruption model:
You send out 1000 pamphlets and you get two prospects. Not only was this an expensive exercise, you feel rejected. And you don’t know why you got such a bad response. Will you send 998 pamphlets to ask why they did not respond? No, it’s too expensive.
The permission model:
You have 1000 people in your listing area who gave you permission to educate them through your email newsletter. How expensive is it to send them news? And if they don’t react immediately how expensive is it to go back to them? You can talk to them again and again.
It’s all about permission and relationships:
You want to get the listings and sell homes. That’s how you make a living. But the 1000 people you interrupt don’t care. All they want is information they can use, info that can educate them. And you can do it at zero cost if you have permission.
Ultimately if you change their behaviour, with your educational newsletter, you will get more listings and sell more homes.
Regards
Johan Horak
P.S. “I believe advertising is the tax you pay for being unremarkable.” Robert Stephens
You can read more about the book Permission Marketing at Amazon
If you are a South African I recommend you purchase Permission Marketing at Loot.co.za
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