# Permission Marketing: Turning Strangers into Friends and Friends into Customers

- Link: https://fundraising.co.uk/books/permission-marketing-turning-strangers-friends-and-friends-customers/
- Published: 2007-02-05T16:33:00+00:00
- Author: Howard Lake

**Whether it is the TV commercial that breaks into our favourite programme or the
telemarketing phone call that disrupts a family meal, traditional advertising is
based on the hope of snaring our attention away from whatever we are doing. **

Seth Godin calls this Interruption Marketing, and, as companies are discovering,
it no longer works. Instead of annoying potential customers by interrupting their
most coveted commodity, time, _Permission Marketing_ offers consumers incentives
to voluntarily accept advertising.

Now the Internet pioneer who has dramatically improved marketing effectiveness in
media introduces a fundamentally different way of thinking about advertising products
and services. By reaching out to only those individuals who have expressed an interest
in learning more about a product, _Permission Marketing_ enables companies to develop
long-term relationships with customers, create trust, build brand awareness, and
greatly improve the chances of making a sale.