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Overview of Permission Marketing by Seth Godin
 
The premise of this book is that old-fashioned advertising, which Godin calls "interruption advertising", doesn't work any more. There are only so many hours in each day. Hundreds of advertisers interrupt us and try to get our attention. Interruption advertising is becoming less and less effective.
Can Seth Godin's Permission Marketing help software developers sell more?
For software developers, the cost-effectiveness of banner-advertising is marginal. While pop-unders seem to be working, people will soon tire of them (or tune them out with ad-blocking utilities).
To sell in the Internet world, you have to swap. You offer people something of value, and in return, they give you permission to market to them via newsletter. Just as nobody looks forward to the commercials on the television networks, nobody wants you to send them a newsletter each month that advertises your software. But if your newsletter offers something of value, people will read it, and respond to it.
One of Godin's non-traditional concepts is that you should focus on share-of-customer, and not on market share. It's a lot easier to sell additional software to existing customers than to find and convince strangers to buy.
With permission marketing, frequency builds trust. Unlike ads (which people tune out), content-rich newsletters can turn your company and software into household words. With each issue of your newsletter, people are more likely to buy your software.
Godin explores myths about marketing on the Internet. Too many software developers equate web traffic with success. Or believe that content by itself will generate return-traffic. Or think that search engines will send sufficient traffic to your site.
Should software authors read Permission Marketing?
Unlike many marketing books that are aimed at marketing-executives at Fortune-100 companies, Permission Marketing has useful strategies for setting up your permission-based web site. And unlike many marketing books that tell you that you should manipulate people to believe something that they don't currently believe, Permission Marketing shows you how to use people's current belief systems to sell more of your products. The book uses examples and checklists, and doesn't get bogged down in ivory-tower theories. It's a quick read, and time well spent.
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Press releases make your software memorable.
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To increase your software sales, your press release has to be written in flawless English.
If you use my press release distribution service, I'll review your press release for free and give you my feedback.
If you'd prefer, I can write your press release for you.
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Free tips about writing newsletters, sales messages, and PAD files.
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Each month, gain new insights about software marketing.
Subscribe to Al Harberg's Software Marketing Newsletter today.
And check out the Newsletter Archive with more than 100 hard-hitting articles that will increase your software sales.
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Buy the book from amazon.com
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