Quote of the Day | Bob Lefsetz

I don’t have the time.
And neither do you.
That’s what your unwanted e-mails are, solicitations.

Check out the full post here>>

The thing that sucks about most marketers is that they think too much like marketers… like solicitors. They have a very hard time stepping away from themselves long enough to ask their audience/client/customer/ticket buyer/fans, “why is that important to you?” and “what are your needs”. Most marketers are only concerned with their own needs… their own point of view and what is important to THEM.

I had a interesting conversation over lunch with a gentleman in the music industry who didn’t understand why permission marketing was important.. or how it worked. The question he raised was, “if cost were not an issue, why shouldn’t promoters send as many emails as possible, to as many people as possible, as often as possible?”

And he has a point… after all, if I throw enough shit at the wall, certainly something will stick.

However, email marketing is NOT permission marketing. Email is just the vehicle… a very efficient vehicle, but just a vehicle none the less. The value is not in the email, but in the PERMISSION… that somebody cares what you are saying and is looking forward to it.

The problem with just throwing shit at the wall to see what sticks… is that the people who might have once cared and once gave you permission are likely to get hit along the way.

And once those people go away and block you out… they almost never come back.