I’m sure you provide great service. You probably have a product we all should buy. That new discount corporate is allowing you to push should entice new buyers or fence sitters to get on board now.
I’m sure these are all true.
But it’s not enough. It’s not enough to get the attention, the action, or the appointment you seek.
Seth Godin says, “Attention is not yours to take whenever you need it. And trust is not something you can insist on. You have to earn trust, just as you earn attention.”
This is the core of permission marketing. It’s giving your prospect an incentive to volunteer their attention. Over time, you leverage the permission by providing more value that deepens trust and produces more permission.
Permission is an investment. It can grow and flourish, or it can die. What is one permission worth? My dentist that I know of has paid as much as $300 to get one new customer. In my new upcoming book, I share how he does this and how it worked on me.
The truth is you won’t win everyone, but you will get the right people, the people who want and need you. It all starts with permission.