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Do you Ask Permission? Your Credibility Depends on it…
By Elizabeth Marshall | March 17, 2007
It’s been over 7 years since Seth Godin’s Permission Marketing made its debut. The book - and the concept - are such household names in the small business and marketing community, it’s hard to believe that someone could NOT know or heard of Seth Godin and Permission Marketing.
Judging from the content of my inbox today, it’s time for Permission Marketing refresher course. It seems that many business owners these days are not asking permission. That is, they have stopped asking, never asked, forgot to ask or consciously chose not to ask permission. Permission to send newsletters, email promotions and other invitations to buy their product or service.
By mid-afternoon today, I counted no less than 7 email newsletters in my inbox that I didn’t ask for. Didn’t subscribe to. Didn’t give my permission for the authors to send. And, that’s just the newsletters…a found a few other promotional emails I didn’t ask for either.
I wasn’t so frustrated (although it’s annoying to have 10 more emails in my overfull inbox) by the additional 5-10 emails today…rather, I was perplexed, confused and even a bit sad for these service professionals.
Perhaps they have forgotten what it means to ask permission to follow up and to keep in touch with prospects and colleagues. Maybe they forgot about Seth’s work. Perhaps they never read the book in the first place. Perhaps they don’t know…I certainly hope that’s the case.
While it may not seem to be that big a deal, sending unsolicited newsletters, promotions and articles is a big deal. And potentially a big blow to your credibility. Without permission, you are more of a rude interruption…an unwelcome presence in the inbox and in the mind of the recipient.
Trust me. It won’t do much for you if you are trying to build trust and credibility with everyone who received that newsletter…a newsletter they didn’t request.
And, just because you know someone from a networking group, an association, or a business mixer doesn’t mean they have given you the green light to send them newsletters, tips and strategies. A few of the newsletters I received today are from two business owners I know - and actually like. But, knowing and liking them doesn’t equate to me giving them permission to send promotional emails.
If they would have asked, I would likely have said yes. But, now that I have received several unwanted emails, I am not so sure now I would give them permission.
Sound too harsh? Let me explain.
In order for a potential client to buy from you, take advantage of your services or even send you a referral, something else has to happen first. They have to know you, like you and grow to trust you. And feel like they have a personal connection to you.
If you send an unsolicited newsletter or promotional email, that opportunity to build trust is lost. They may still like you, but that level of trust is compromised. After all, if they can’t trust you to ask permission, what else can’t they trust about you?
When it comes to building relationships with prospects and clients, it is better to first ask permission (as opposed to the conventional wisdom that says it’s often easier to ask for forgiveness than for permission).
So, ask yourself: do you ask permission? If so, kudos to you! If not, just decide from today on that you will trust the process. And, that there are clients you are meant to serve who will gladly say yes when you ask for permission.
It’s time to read Seth’s book again. Or, at least to remember to ask permission.
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