Are You Guilty Of Interruption Marketing?

You muted the commercials on the TV last night because you were fed up with interruption marketing. Ditto if you went through your mail to find most of it is junk. Ditto again, if a stranger phoned you (usually at dinner time) asking you to answer a survey, or give to yet another worthy cause.

Interruption marketing does just that. It interrupts you, and steals your time.

And it is the darling of mass marketing, which is the child of the mass media, which was born in the 19th century with large circulation newspapers, and thrived in the 20th with radio, TV, and the international media.

Now, it's overkill. People ignore it (can you remember any of the TV ads you saw last night), or hate it, like that dinnertime phone call.

Before mass marketing, product information was rarely thrust at you. You chose it. You initiated the whole process. It was your idea that you wanted a particular thing. So you'd stroll down the street seeking the store that sold it. Then you'd go into the store to ask a clerk about the quality, price, size, colour, etc. of its assortment of the thing you had in mind. If none suited you, off to another store.

You had control of the whole process. Now, because we're all becoming immune to interruption marketing, this old-style of marketing is back in favour.

But today it's called 'permission marketing', and you call all the shots. You permit a firm or individual to provide you with information about a service or product they offer. And it's done primarily through the Internet and e-mail.

Why am I telling you all this? Because you're probably using both types. Your website exemplifies permission marketing, while your cold-canvassing interrupts.

Interestingly, the most favored practice-building techniques of top-earning involve permission marketing. So it behooves you to increase your use of permission marketing, and reduce your use of interruption marketing.

Think about it. People hate interruption marketing, but like permission marketing. Why? Because they're in control.

Interruption marketing is hit and run. One size fits all. No distinction between individuals.

In contrast, permission marketing aims at building long-term relationships with individuals. Exactly what you want. But it takes time.

The ideal beginning of a permission-marketing process is for the prospect to phone to say she's been referred to you, and would like to set up a meeting.

Let's be honest. This rarely happens.

Next best is you get a referral from a good client. Now, do you phone or write? A letter is less intrusive than a phone call, so write.

A letter is also more impressive than a phone call, and it tells the prospect much more about you. For example, that you think she's worth a lot more than a mere phone call, that you have a letterhead, a business address, and possibly a degree or designation, or two.

And, as you don't want your letter to look like a mass mailing, write, don't type, her name and address on the envelope, and stick a real stamp on it.

But don't pitch product, or your letter's just another piece of junk mail.

Instead offer something. No, not a trip to Bermuda, but something ongoing that will help build the recipient's trust and confidence in you. Your newsletter, for example, thus:

"Your name was given to me by Mr. Paul Piper who felt you'd benefit, as he did, from utilizing my services.

"To introduce you to my areas of expertise I've included the current issue of my client newsletter, and will mail more monthly issues before contacting you directly.

"If you would prefer to meet me before that, please call, or write me."

But I've run out of space. So if you want to know more about permission marketing visit http://www.eTIP.ca/ and subscribe to my newsletter as it's also an example.

------------------------------------------------------------

Copyright 2005, Donald F. Pooley, Inc.

Don Pooley has shared his marketing know-how with audiences in major Canadian cities, London, Australia, Chicago, New York, San Francisco, Hong Kong, and Singapore, and now in his free ezine, TIP. Subscribe at http://www.eTIP.ca/, or get free article downloads, and redistribution rights info at http://www.eTIP.ca/Downloads/Publish.html

---

The Secret to 100% Success With Your Marketing

There's a secret to marketing, which is so simple, yet... Read More

Digital Printing vs. Press Printing ? A Comparison Guide

When it comes time to print your brand identity materials,... Read More

The Secret to Good Writing

Skilful business writing involves getting your message across simply and... Read More

Feature Your Benefits

Sales Copy? eventually every small business owner must consider what... Read More

The Seven Vital Steps You Must Know To Ensure Direct Mail Success

1. Your Most Valuable AssetA mailing list of valued customers... Read More

Using a Contact List Profitably Part One

In previous articles, we discussed the generation of a contact... Read More

8 Ways to Fill a Workshop in a Bum Economy

Yes, you can fill a workshop when spending is down... Read More

What Does Your Business Address Say?

If you are operating a business from your home and... Read More

Go Guerrilla

Jay Conrad Levinson coined the term guerrilla marketing, which I... Read More

The Death of Product Packaging as We Know It.

It used to be you that if you had a... Read More

5 Reasons Your Marketing Communication is Falling Flat

One of my associates sent me a promotional email she'd... Read More

Direct Mail Response Rates Mislead if You are Careless

I could tell you that the average temperature in the... Read More

Effective Marketing for Small Businesses

Effective marketing for the small business begins with market researchIf... Read More

Top Five 2004 Required Marketing Tips Needed to Succeed

When marketing your practice, as well as designing yourbrochure, web... Read More

Marketing The Real You

I often wonder how the practice began of pretending to... Read More

Laws of Marketing ? The 10 Immutable

Most marketers believe that anything is achievable if you are... Read More

How to Manage Your Marketing Mix

Here's the deal: advertisement is not marketing. It's like saying... Read More

Dont Use Yourself as Your Pricing Yardstick

"I wouldn't pay more than what I charge now."If you... Read More

How to Take Your Law Firm to the Next Level

How to Take Your Law Firm to the Next Level... Read More

Your Ultimate Competitive Advantage

The biggest secret to success in business is to always... Read More

Let Your Survey Write Your Business Plan

Most entrepreneurs first write their business plan and then develop... Read More

7 Ways to Evaluate Your Marketing Plan

Business owners often find it difficult to know whether their... Read More

Cave Paintings, Baseball and Connecting

There's no such thing as a captive audience--any of us... Read More

Is It Time To Kill Your Marketing Program?

Ouch . . . sounds pretty drastic I know, but... Read More

Everybody Loves Raymond....You Should Too!

Popular TV Series Provides a Powerful Marketing LessonSmall Business owners... Read More

Sell Your Name, Not Your Product

Do you know what the majority of people sell? I... Read More

Perceived Value Is In The Eye Of The Beholder

Q: My partner and I are having a hard time... Read More

How Much Is Your Popcorn Worth? Powerful Lessons In Marketing & The Psychology Of Selling - Part 2

NB: You can read part one here: ... Read More

5 Print Ad Essentials!

Writing an effective print ad, particularly a classified advertisement, requires... Read More

Create A Business Card That Sells and is Effective

Why does your business need a business card?Business card is... Read More

5 Tips on Establishing Yourself As An Expert In Your Community

Wondering how to get new patients into your practice? Wondering... Read More

Find the Goldmine Within Your Business

Doing a current customer breakdown can help you find the... Read More

Service Marketers; How?s Your Packaging?

When a shopper picks up a product in a store,... Read More