Interruption Vs. Permission Marketing

Twenty20
Brought to you by thefutur.com
©2020 The Futur, LLC
Chris Do
@theChrisDo
#TheFuturIsHere
academy.TheFutur.com
INTERRUPTION
VERSUS
PERMISSION
MARKETING

Twenty20
Chris Do
@theChrisDo
#TheFuturIsHere
VS
Interruption
Marketing
Takes
Attention
Permission
Marketing
Gives
Value

Twenty20
Chris Do
@theChrisDo
#TheFuturIsHere
INTERRUPTION
MARKETING…

Twenty20
#TheFuturIsHere
Chris Do
@theChrisDo
Mass media is
impersonal, and
ﬁghts for attention
through repetition.

Twenty20
#TheFuturIsHere
Chris Do
@theChrisDo
Mass media is
persistently
interruptive,
pervasively
following us on
television, radio,
print and the web.

Twenty20
#TheFuturIsHere
Chris Do
@theChrisDo
As a response,
we’ve learned to
mentally tune it out.

Twenty20
#TheFuturIsHere
Chris Do
@theChrisDo
Mass media
doesn’t attract,
it drives
customers away.

Twenty20
Chris Do
@theChrisDo
#TheFuturIsHere
Almost no one reads
magazines for their
ads. Almost no one
watches TV to be
interrupted by ads.
Almost no one looks
forward to an inbox
full of junk mail.
Seth Godin
Permission Marketing

Twenty20
Chris Do
@theChrisDo
#TheFuturIsHere
PERMISSION
MARKETING…

Twenty20
#TheFuturIsHere
Chris Do
@theChrisDo
Niche media asks
how might we
improve the quality
of life for our
customers.

Twenty20
#TheFuturIsHere
Chris Do
@theChrisDo
Niche media
creates value for
the customer in
exchange for
their time and
attention.

Twenty20
#TheFuturIsHere
Chris Do
@theChrisDo
Niche media
educates, inspires,
and empowers
customers.

Twenty20
Chris Do
@theChrisDo
#TheFuturIsHere
The best brand
builders see
greatness in their
customers, and ﬁgure
out ways to enable it.
Marty Neumeier
The Brand Flip

Twenty20
Chris Do
@theChrisDo
#TheFuturIsHere
MARKETING
ISGIVING
NOTTAKING

Twenty20
Chris Do
@theChrisDo
#TheFuturIsHere
Marketing is done
in the spirit of
generosity—
to help others
achieve their goals.
Seth Godin
This Is Marketing

Twenty20
#TheFuturIsHere
Chris Do
@theChrisDo
INSTEAD
OFSENDING
EMAIL

Twenty20
#TheFuturIsHere
Chris Do
@theChrisDo
SEND
ME-MAIL
*
Seth Godin

Twenty20
#TheFuturIsHere
Chris Do
@theChrisDo
Appeal to the
customer’s self
interest and
answer the
question, “What’s
in it for them?”

Twenty20
Chris Do
@theChrisDo
#TheFuturIsHere
MARKETING≠
ADVERTISING

Twenty20
Chris Do
@theChrisDo
#TheFuturIsHere
NICHE>MASS
MARKETING

Twenty20
Chris Do
@theChrisDo
#TheFuturIsHere
WANTMORE
CUSTOMERS?
STARTWITHA
CLEARPICTUREOF
WHOTHEYARE—

Twenty20
#TheFuturIsHere
Chris Do
@theChrisDo
Can you pick
them out from a
crowd? Do you
know who they
dream of
becoming?

Twenty20
Chris Do
@theChrisDo
#TheFuturIsHere
NOTSURE?

Twenty20
Chris Do
@theChrisDo
#TheFuturIsHere
When things
don’t add up,
start subtracting.
Keep going.
Find the
smallest viable
audience.

Twenty20
Chris Do
@theChrisDo
#TheFuturIsHere
Mass media is dead.
Long live niche media!
Seth Godin
Chris Do
@theChrisDo
#TheFuturIsHere

Twenty20
Chris Do
@theChrisDo
#TheFuturIsHere
What are their
beliefs, opinions
and preferences?

Twenty20
Chris Do
@theChrisDo
#TheFuturIsHere
Where do they
get their
entertainment
and news from?

Twenty20
Chris Do
@theChrisDo
#TheFuturIsHere
Where do they
hang out in real life
and online?

Twenty20
Chris Do
@theChrisDo
#TheFuturIsHere
What causes will
they ﬁght for?
What ideas do
they ﬁght against?

Twenty20
Chris Do
@theChrisDo
#TheFuturIsHere
What are their
wants, needs,
hopes and fears?

Twenty20
Chris Do
@theChrisDo
#TheFuturIsHere
What are they
trying to get done
at work and
at home?

Twenty20
Chris Do
@theChrisDo
#TheFuturIsHere
QUICKTEST

Twenty20
#TheFuturIsHere
Chris Do
@theChrisDo
1.
If you had to buy
a personal gift for
your customer,
would you know
what to buy?

Twenty20
#TheFuturIsHere
Chris Do
@theChrisDo
2.
If you wrote a
letter, would you
know what to say
and where to
send it?

Twenty20
#TheFuturIsHere
Chris Do
@theChrisDo
3.
Are you clear
about their goals &
challenges? Do
you know what’s at
stake if they fail?

Twenty20
Chris Do
@theChrisDo
#TheFuturIsHere
DIDYOUPASS?

Twenty20
#TheFuturIsHere
Chris Do
@theChrisDo
Congratulations!
If you like this,
you’re going to love
what we have on
the last slide.

Twenty20
Chris Do
@theChrisDo
#TheFuturIsHere
IT’SA
NOISY
WORLD

Twenty20
#TheFuturIsHere
Chris Do
@theChrisDo
If you want to
attract customers,
you’ll have to do
something
different…

Twenty20
#TheFuturIsHere
Chris Do
@theChrisDo
Instead of
yelling, try
whispering…

Twenty20
Chris Do
@theChrisDo
#TheFuturIsHere
Turn strangers into
friends, and friends
into customers—
save them time.
Seth Godin

Twenty20
Chris Do
@theChrisDo
#TheFuturIsHere
LEADMAGNET(An incentive to volunteer to be marketed to)

Twenty20
#TheFuturIsHere
Chris Do
@theChrisDo
1. Solve a real problem
2. Deliver a quick win
3. Be super speciﬁc
4. Easy to digest
5. High value
6. Instantly accessible
7. Demonstrates your expertise
*OptinMonster.com
LEADMAGNET
CHECKLIST*

Twenty20
#TheFuturIsHere
Chris Do
@theChrisDo
Permission
marketing is an
offer to voluntarily
enroll in a long
term, interactive
marketing
campaign.

Twenty20
Chris Do
@theChrisDo
#TheFuturIsHere
❶LEAD
❷PROSPECT
❸CUSTOMER
⤻
⤻

Twenty20
#TheFuturIsHere
Chris Do
@theChrisDo
Permission
marketing is
anticipated,
personal and
relevant.
Seth Godin

Twenty20
Chris Do
@theChrisDo
#TheFuturIsHere
Interruption
Marketing
No
Not usually
Sometimes
Permission
Marketing
Yes
Yes
Yes
Anticipated
Personal
Relevant
Seth Godin

Twenty20
Chris Do
@theChrisDo
#TheFuturIsHere
WHERETO
START?

Twenty20
#TheFuturIsHere
Chris Do
@theChrisDo
Apply your
expertise in the
format that you’re
most conﬁdent in.

Twenty20
#TheFuturIsHere
Chris Do
@theChrisDo
If words comes
easy to you, write
a medium to long
form article, blog
post, white paper
or e-book.

Twenty20
#TheFuturIsHere
Chris Do
@theChrisDo
If you’re good on
camera, produce
a video.

Twenty20
#TheFuturIsHere
Chris Do
@theChrisDo
If you’re a
developer, create
a web app.

Twenty20
#TheFuturIsHere
Chris Do
@theChrisDo
If your strength is
in image-making,
record process
videos.

Twenty20
#TheFuturIsHere
Chris Do
@theChrisDo
If you have a great
voice, like to write
and research,
podcasting has
never been easier.

Twenty20
#TheFuturIsHere
Chris Do
@theChrisDo
If you’re a
designer, create
an info-graphic.

Twenty20
#TheFuturIsHere
Chris Do
@theChrisDo
If you are a mixed
media artist,
make an
animated video.

Twenty20
#TheFuturIsHere
Chris Do
@theChrisDo
Here are
some
additional
ideas…

Twenty20
#TheFuturIsHere
Chris Do
@theChrisDo
1. Checklist
2. Cheatsheet
3. Template
4. Swipe file
5. Examples
6. Toolkit
7. E-book
8. Resource list
9. Web App
10. Calendar
11. Worksheet
12. Workbook
13. Inspiration file
14. Prompts
15. Generator
16. Spreadsheet
17. Brushes
18. Project files
19. Tutorial
20. Gated content
*OptinMonster.com

Twenty20
#TheFuturIsHere
Chris Do
@theChrisDo
Remember,
permission
marketing is a
commitment to
building a long-
term relationship.
No shortcuts.

Twenty20
Chris Do
@theChrisDo
#TheFuturIsHere
Strangers → Friends → Customers → Advocates
BEPATIENT.
THISISAN
INVESTMENTAND
DOESNOTHAPPEN
OVERNIGHT.

Twenty20
#TheFuturIsHere
Chris Do
@theChrisDo
Once you have a
piece of content
worth sharing,
now is the time
to use
advertising.

Twenty20
Chris Do
@theChrisDo
#TheFuturIsHere
Spend a little money on
advertising to jumpstart
your opt-in campaign.

Twenty20
Chris Do
@theChrisDo
#TheFuturIsHere
BIGMO!(Momentum)

Twenty20
#TheFuturIsHere
Chris Do
@theChrisDo
But don’t stop.
Obsess over
how you can
continue to
personalize and
deliver value to
the customer
over time.

Twenty20
#TheFuturIsHere
Chris Do
@theChrisDo
1. This Is Marketing
2. The Brand Flip
3. The Brand Gap
4. Zag
5. Permission Marketing
6. The New Relationship Marketing
7. The 1-Page Marketing Plan
8. Building A Story Brand
9. DotCom Secrets
RESOURCES:

Twenty20
Chris Do
@theChrisDo
#TheFuturIsHere
If you found this
helpful, I’d like your
permission to tell
you more about
how we teach
creatives the
business of design.
WATCH VIDEO

Interruption Vs. Permission Marketing

Recomendados

Recomendados

Más contenido relacionado

La actualidad más candente

La actualidad más candente (20)

Similar a Interruption Vs. Permission Marketing

Similar a Interruption Vs. Permission Marketing (18)

Último

Último (20)

Interruption Vs. Permission Marketing