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There
are two basic types of marketing: Interruption Marketing
and Permission Marketing.
- Interruption
Marketing is marketing where the advertiser must interrupt
the consumer to gain their attention. Examples of interruption
marketing are telemarketing, television ads, radio ads,
and junk mail. These are forms of advertising where our
attention is rudely interrupted.
- Permission
Marketing is marketing where the consumer gives their
permission to receive information about something they
care about. An example of permission marketing is a newsletter
giving inside information on a topic or field of interest.
The recipient freely gives their attention instead of
having it taken from them.
When
the consumer gives their attention marketing effectiveness
increases ten fold. An unsolicited direct mail campaign
might yield 2 percent. An opt in permission marketing campaign
can yield up to 25 percent or more.
Interruption
marketing is the old way of marketing. It is becoming increasingly
difficult to gain people's attention. The clutter in today's
world is just too high. Newsletter marketing is the new
way of marketing. Market your business with an opt in Broadcast
Email Newsletter. It's easy and effective!
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"How
can you make the most of your knowledge? By publishing
your own newsletter. We're not talking Citizen
Kane here. The goal is not to generate lots of
subscribers or even to make a profit. A small,
focused, low-cost, promotional newsletter mailed
to potential and existing customers is a great
way to leverage your personal strengths.
A
newsletter gives you yet another way to show your
customers who you are and how you can help them.
It keeps your name and personality in front of
exactly the right people. It gives you the opportunity
to become a source of information as well as a
source of products and services. If you can do
that, you'll gain respect and loyalty from your
customers."
Jay
Conrad Levinson,
author of Guerrilla Marketing
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