eyal matsliah's Library tagged consumerism → View Popular

We are waking up and linking to each other. We are watching. But
we are not waiting.
Our allegiance is to ourselves—our friends, our new allies
and acquaintances, even our sparring partners. Companies that
have no part in this world, also have no future.
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- We have real power and we know it. If you don't quite see the
  light, some other outfit will come along that's more attentive,
  more interesting, more fun to play with.
- We have better things to do than worry about whether you'll
  change in time to get our business. Business is only a part of
  our lives. It seems to be all of yours. Think about it:
  who needs whom?
- When we have questions we turn to each other for answers. If you
  didn't have such a tight rein on "your people" maybe they'd be
  among the people we'd turn to.
- Don't worry, you can still make money. That is, as long as it's
  not the only thing on your mind.
  
  Have you noticed that, in itself, money is kind of
  one-dimensional and boring? What else can we talk about?
- You want us to pay? We want you to pay attention.
- We've got some ideas for you too: some new tools we need, some
  better service. Stuff we'd be willing to pay for. Got a minute?
  
  You're too busy "doing business" to answer our email? Oh gosh,
  sorry, gee, we'll come back later. Maybe.
- We are immune to advertising. Just forget it.
  
  If you want us to talk to you, tell us something. Make it
  something interesting for a change.
- We like this new marketplace much better. In fact, we are
  creating it.
  
  You're invited, but it's our world. Take your shoes off at the
  door. If you want to barter with us, get down off that camel!
- We want access to your corporate information, to your plans and
  strategies, your best thinking, your genuine knowledge. We will
  not settle for the 4-color brochure, for web sites chock-a-block
  with eye candy but lacking any substance.
- However subliminally at the moment, millions of people now online
  perceive companies as little more than quaint legal fictions that
  are actively preventing these conversations from intersecting.
  
  This is suicidal. Markets want to talk to companies.
- There are two conversations going on. One inside the company. One
  with the market.
  
  In most cases, neither conversation is going very well. Almost
  invariably, the cause of failure can be traced to obsolete
  notions of command and control.
- Today, the org chart is hyperlinked, not hierarchical. Respect
  for hands-on knowledge wins over respect for abstract authority.
- Human communities are based on discourse—on human speech about
  human concerns.
  
  The community of discourse is the market.
  
  Companies that do not belong to a community of discourse will
  die.
- Most marketing programs are based on the fear that the market
  might see what's really going on inside the company.
- Companies need to come down from their Ivory Towers and talk to
  the people with whom they hope to create relationships.
- Companies attempting to "position" themselves need to take
  a position. Optimally, it should relate to something their
  market actually cares about.
- Companies need to realize their markets are often laughing. At
  them.
- People in networked markets have figured out that they get far
  better information and support from one another than from
  vendors. So much for corporate rhetoric about adding value to
  commoditized products.
  
  There are no secrets. The networked market knows more than
  companies do about their own products. And whether the news is
  good or bad, they tell everyone.
- In both internetworked markets and among
  intranetworked employees, people are speaking to each
  other in a powerful new way.
  
  These networked conversations are enabling powerful new forms of
  social organization and knowledge exchange to emerge.
- Hyperlinks subvert hierarchy.
- The Internet is enabling conversations among human beings that
  were simply not possible in the era of mass media.
- Online Markets...
  
  Networked markets are beginning to
  self-organize faster than the companies that have traditionally
  served them. Thanks to the web, markets are becoming better
  informed, smarter, and more demanding of qualities missing from
  most business organizations.
  
  ...People of
  Earth
  
  The sky is open to the stars. Clouds roll over us night and day.
  Oceans rise and fall. Whatever you may have heard, this is our
  world, our place to be. Whatever you've been told, our flags fly
  free. Our heart goes on forever. People of Earth,
  remember.

30 Aug 07

gladwell dot com - big and bad - about the SUV industry

www.gladwell.com/...2004_01_12_a_suv.html - Preview

automotive-industry consumerism suv transportation

The Expedition was essentially the F-150 pickup truck with an extra set of doors and two more rows of seats—and the fact that it was a truck was critical. Cars have to meet stringent fuel-efficiency regulations. Trucks don't. The handling and suspension and braking of cars have to be built to the demanding standards of drivers and passengers. Trucks only have to handle like, well, trucks. Cars are built with what is called unit-body construction. To be light enough to meet fuel standards and safe enough to meet safety standards, they have expensive and elaborately engineered steel skeletons, with built-in crumple zones to absorb the impact of a crash. Making a truck is a lot more rudimentary.
According to Bradsher, internal industry market research concluded that S.U.V.s tend to be bought by people who are insecure, vain, self-centered, and self-absorbed, who are frequently nervous about their marriages, and who lack confidence in their driving skills.
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- The truth, underneath all the rationalizations, seemed to be that S.U.V. buyers thought of big, heavy vehicles as safe: they found comfort in being surrounded by so much rubber and steel.
- Over the past decade, a number of major automakers in America have relied on the services of a French-born cultural anthropologist, G. Clotaire Rapaille, whose speciality is getting beyond the rational—what he calls "cortex"—impressions of consumers and tapping into their deeper, "reptilian" responses. And what Rapaille concluded from countless, intensive sessions with car buyers was that when S.U.V. buyers thought about safety they were thinking about something that reached into their deepest unconscious.
- The benefits of being nimble—of being in an automobile that's capable of staying out of trouble—are in many cases greater than the benefits of being big.
- The S.U.V. boom represents, then, a shift in how we conceive of safety—from active to passive.
- In the Jetta, the engine is clearly audible. The steering is light and precise. The brakes are crisp. The wheelbase is short enough that the car picks up the undulations of the road. The car is so small and close to the ground, and so dwarfed by other cars on the road, that an intelligent driver is constantly reminded of the necessity of driving safely and defensively.
- An S.U.V. embodies the opposite logic. The driver is seated as high and far from the road as possible. The vehicle is designed to overcome its environment, not to respond to it.
- Four-wheel drive robs the driver of feedback. "The car driver whose wheels spin once or twice while backing out of the driveway knows that the road is slippery," Bradsher writes. "The SUV driver who navigates the driveway and street without difficulty until she tries to brake may not find out that the road is slippery until it is too late. " Jettas are safe because they make their drivers feel unsafe. S.U.V.s are unsafe because they make their drivers feel safe. That feeling of safety isn't the solution; it's the problem.
- Experienced drivers press the button between half a second and a second faster than new drivers, which, given that car accidents are events measured in milliseconds, is a significant difference. McKenna's work shows that, with experience, we all learn how to exert some degree of control over what might otherwise appear to be uncontrollable events.
- Any conception of safety that revolves entirely around the vehicle, then, is incomplete.
- The trouble with the S.U.V. ascendancy is that it excludes the really critical component of safety: the driver.
- In psychology, there is a concept called learned helplessness, which arose from a series of animal experiments in the nineteen-sixties at the University of Pennsylvania.
- Learned helplessness is now thought to play a role in such phenomena as depression and the failure of battered women to leave their husbands, but one could easily apply it more widely. We live in an age, after all, that is strangely fixated on the idea of helplessness: we're fascinated by hurricanes and terrorist acts and epidemics like sars—situations in which we feel powerless to affect our own destiny.
- In fact, the risks posed to life and limb by forces outside our control are dwarfed by the factors we can control. Our fixation with helplessness distorts our perceptions of risk.
- Yet, out of all those fatalities, regulators, the legal profession, Congress, and the media chose to highlight the .0005 per cent that could be linked to an alleged defect in the vehicle.
- But should that come as a surprise? In the age of the S.U.V., this is what people worry about when they worry about safety—not risks, however commonplace, involving their own behavior but risks, however rare, involving some unexpected event.

29 Aug 07

adbusters_sabbath - about the free market - by douglas-rushkoff

www.rushkoff.com/...adbusters_sabbath.html - Preview

consumerism douglas-rushkoff free-market

but our experience of community is surrendered to the needs of the marketplace.
We are so inundated by the free market's rhetorical whitewash that we are fast approaching what can only be labeled "market fascism": a social contract that can no longer tolerate any opinion or event that doesn't serve the speculative economy. Its adherents can't understand motivation in any other terms than profit-mindedness; they can't imagine alternatives to the logic of capitalism. Those who can conceive of counter-currents become the latest-variety "enemy of the state." The state itself, of course, is to be reduced to the barest regulation required for the free flow of capital and protection of property. Market opponents must be eliminated or, better, assimilated. The bottom line really does become the bottom line.

Which One of These Sneakers is Me? - by douglas rushkoff

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advertisement consumerism douglas-rushkoff

An ad's ability to confound its audience is the new credential for a brand's authenticity.
Even a consumer revolt merely reinforces one's role as a consumer, not an autonomous or creative being.

The more they interact with brands, the more they brand themselves.

19 Aug 07

Adbusters : The Magazine - #73 Carbon Neutral Culture / São Paulo: A City Without Ads

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adbusters advertising commercialism consumerism

20 Apr 07

Freecycle™: Changing the World One Gift at a Time

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activism barter consumerism gift-economy recycling social

Breaking the Consumer Habit: Living the Buy Nothing Life - Adbusters : The Magazine - #71 Beginnings of Sorrow /

adbusters.org/...ving_the_Buy_Nothing_Life.html - Preview

consumerism simple-living

What the Compacters are doing is neither radical nor revolutionary; millions of people around the world live this way, and have lived this way for generations. Yet the Compact threatens and challenges everything that people have come to believe about “the good life” in the industrialized world.
“Money and debts seem to be ruling our life,” observes Rúna Björg Gartharsdóttir, a Compacter in Iceland. She explains to Adbusters that she joined the Compact to escape what she calls the “vicious cycle” of consumerism – the chronic overwork to be able to spend more; the social disintegration resulting from overwork; the environmental damage caused by consumer waste; conflict over resources to supply consumer demand. In other words, a myriad of problems loosely bound by the innocent desire for an iPod or a luxury car collection.
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- Yet they continue to stir up discontent by turning their back on a sacred ideal, the belief shared by billions around the world that “more” is better than “just enough.”

10 Apr 07

Frugality - Wikipedia, the free encyclopedia

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consumerism definition simple-living

Frugality

From Wikipedia, the free encyclopedia

Jump to: navigation, search


Frugality (also known as thrift or thriftiness), often confused with cheapness or miserliness, is a traditional value, life style, or belief system, in which individuals practice both restraint in the acquiring of and resourceful use of economic goods and services in order to achieve lasting and more fulfilling goals. In a money-based economy, frugality emphasizes economical use of money in meeting long term personal, familial, and communal desires.
Strategies for frugality

Some of the main strategies of frugality are the reduction of waste, changing costly habits, suppressing instant gratification by means of fiscal self-restraint, seeking efficiency, avoiding traps, defying expensive social norms, embracing free (as in gratis) options, using barter, and staying well-informed about local circumstances and both market and product/service realities.

02 Apr 07

No Impact Man: Why we avoid the subway

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consumerism mass-transit noimpactman

The culture tells us we need so many things, so many comforts, so
many services--just to get by. But do we? We are stripping down our
life, seeing what we really miss, and at the end we'll very
deliberately put it back together. Michelle calls it a life redesign.

30 Mar 07

No Impact Man: The Personal Impact of No Impact

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consumerism environmentalism no-tv noimpactman zero-impact

We developed a consciousness of our actions that that felt
suspiciously akin to the living in the moment that the Dalai Lama keeps coming
to New York to tell us about.
In that one week, we discovered that, without transportation
to rush us around and junk-food media to steal our time, there is a different,
calmer life to be had right here in Manhattan.
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- But then Michelle surprised herself by loving her walk to
  and from the office. It gave her back something she missed since becoming a
  mom: time alone. With no TV, we found ourselves playing with Isabella more,
  reading more, talking more and—hurray!—having more, well, you know.

No Impact Man: The No Impact Philosophy

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consumerism environmentalism noimpactman

This is what I mean by “eco-effective.” The philosophy is
based not only on restricting consumption but on changing what is consumed so that
it actually helps or at least does not hinder the world.
Saving this planet depends on finding a middle path that is
neither unconsciously consumerist nor self-consciously anti-materialist. The
idea for No Impact Man is not to be
anorexic but to be abundant, not to be eco-efficient but “eco-effective,” in
the words of the environmental scientists William McDonough and Michael
Braungart.

In their book Cradle
to Cradle, McDonough and Braungart discuss
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- February 19, 2007
  
  The No Impact Philosophy

seth godin - permission marketing book excerpt

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advertising book business consumerism excerpt marketing permission-marketing seth-godin

This is a book about the attention crisis in America and
how marketers can survive and thrive in this harsh new
environment. Smart marketers have discovered that the
old way of advertising and selling products isn't working
as well as it used to, and they're aggressively searching
for a new, enterprising way to increase market share and
profits. Permission Marketing is a fundamentally different
way of thinking about advertising and customers.

There's no more room for all these advertisements!
The clutter, as you know, has only gotten worse. Try
counting how many marketing messages you encounter
today. Don't forget to include giant brand names on T-
shirts, the logos on your computer, the Microsoft start-up
banner on your monitor, radio ads, TV ads, airport ads,
billboards, bumper stickers and even the ads in your local
paper.
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- For ninety years, marketers have relied on one form of
  advertising almost exclusively. I call it Interruption
  Marketing. Interruption, because the key to each and
  every ad is to interrupt what the viewers are doing in
  order to get them to think about something else.
  
  INTERRUPTION MARKETING-THE TRADITIONAL APPROACH TO
  GETTING CONSUMER ATTENTION
- You can define advertising as the science of creating and
  placing media that interrupts the consumer and then gets
  him or her to take some action. That's quite a lot to ask of
  thirty seconds of TV time or 25 square inches of the
  newspaper, but without interruption, there's no chance
  for action, and without action, advertising flops.
- You've got
  too much to do and not enough time to get it done. You're
  being accosted by strangers constantly. Every day, you're
  exposed to more than four hours of media. Most of it is
  optimized to interrupt what you're doing. And
  increasingly, it's getting harder and harder to find a little
  peace and quiet.
- We've also come a long way as consumers. Ninety years
  ago, it was unusual to find a lot of brand name products
  in a consumer's house. Ninety years ago, we made stuff,
  we didn't buy it. Today, however, we buy almost
  everything. Canned goods. Bread. Perked coffee. Even
  water. As a result, we already have a favorite brand of
  almost everything. If you like your favorite brand, why
  invest time in trying to figure out how to switch?
- Except for fast moving industries like
  computers, the brands we have today are good enough to
  last us for years and years. Because our needs as
  consumers are satisfied, we've stopped looking really
  hard for new solutions.
- It's estimated that the average consumer sees
  about one million marketing messages a year-about
  3,000 a day.
- MASS MEDIA IS DEAD. LONG LIVE NICHE MEDIA!
  Technology and the marketplace have also brought the
  consumer a glut of ways to be exposed to advertising.
- Alta Vista, one of the most complete and most visited
  search engines on the internet, claims to have indexed 100
  million pages. That means that their computer has surfed
  and scanned 100 million pages of information, and if you
  do a search, that's the database you're searching through.
- Of course, just as suburbanites learned when they fled the
  city to avoid the crowds, if a strategy works, other people
  will be right on your heels. That bucolic countryside
  rapidly fills up with other people looking to get away
  from it all. Correspondingly, as each of these promotional
  media becomes measurably effective, every smart
  marketer rushes to join in. Finding a unique approach that
  cuts through the clutter is usually very short lived.
- Of course, database marketing is a weapon available to
  any marketer, so like all trends in Interruption Marketing,
  this one will soon lose its edge. When others jump in as
  well, the clutter will inevitably catch up.
- The last frontier of Interruption Marketing appears to be
  exemplified by the movie Titanic. James Cameron
  showed the world that outspending any rational marketer
  will indeed cut through the clutter.
- INTERRUPTION MARKETERS FACE A CATCH 22
  To summarize the problem that faces the Interruption
  Marketer:
- 1. Human beings have a finite amount of attention.
- 2. Human beings have a finite amount of money.
- 3. The more products offered, the less money there is to
  go around.
- 4. In order to capture more attention and more money,
  Interruption Marketers must increase spending.
- 5. But this increase in marketing exposure costs big
  money
- 6. But, as you've seen, spending more and more money
  in order to get bigger returns leads to ever more clutter.
  
  7. Catch-22: The more they spend, the less it works. The
  less it works, the more they spend.
- Is mass marketing due for a cataclysmic shakeout?
  Absolutely. A new form of marketing is changing the
  landscape, and it will affect interruption marketing as
  significantly as the automobile affected the makers of
  buggy whips.
- CHAPTER TWO
  
  PERMISSION MARKETING-THE WAY TO MAKE ADVERTISING
  WORK AGAIN
  
  POWERFUL ADVERTISING IS ANTICIPATED, PERSONAL AND RELEVANT.
- What if you could turn clutter into an asset? What if the
  tremendous barriers faced by Interruption Marketers
  actually became an advantage for you and your company?
  The truth is that even though clutter is bad and getting
  worse, Permission Marketers turn clutter to their
  advantage. In fact, the worse the clutter gets, the more
  profitable your Permission Marketing efforts become.
- Every marketing campaign gets
  better when an element of permission is added. In some
  cases, a switch to marketing with Permission can
  fundamentally change a company's entire business model
  and profit structure.
- But in today's free market, there are plenty of factories,
  plenty of brands and way too many choices. With just a
  little effort and a little savings, we can get almost anything
  we want. You can find a TV set in every house in this
  country. People throw away their broken microwave
  ovens instead of having them repaired.
- Imagine a tropical island, populated by people with
  simple needs and plenty of resources. You won't find a
  bustling economy there. That's because you need two
  things in order to have an economy: people who want
  things, and a scarcity of things they want. Without
  scarcity, there's no basis for an economy.
- Software provides another example. The most popular
  web server is not made by Microsoft or Netscape. And it
  doesn't cost $1,000 or $10,000. It's called Apache, and
  it's created by a loosely knit consortium of programmers
  and it's is totally free. Free to download, free to use. As
  resources go, information is not scarce.
- There is one critical resource, though, that is in
  chronically short supply. Bill Gates has just as much as
  you do. And even Warren Buffet can't buy more. That
  scarce resource is TIME. And in light of today's
  information glut, that means that there's a vast shortage of
  ATTENTION.
- Interruption Marketing is the enemy of anyone trying to
  save time. By constantly interrupting what we are doing
  at any given moment, the marketer who interrupts us not
  only tends to fail at selling his product, but wastes our
  most coveted commodity, time. In the long run,
  therefore, Interruption Marketing is doomed as a mass
  marketing tool. The cost to the consumer is just too high.
- Permission marketing is anticipated, personal, relevant.
  Anticipated-people look forward to hearing from you
  Personal-the messages are directly related to the
  individual.
  Relevant-the marketing is about something the prospect
  is interested in.
- THE MARKETING CRISIS THAT MONEY WON'T SOLVE
  
  YOU'RE NOT PAYING ATTENTION. NOBODY IS.
  
  It's not your fault. It's just physically impossible for you
  to pay attention to everything that marketers expect you
  to-like the 17,000 new grocery store products that were
  introduced last year, or the $1,000 worth of advertising
  that was directed exclusively at you last year.
  
  Is it any wonder that consumers feel like the fast-moving
  world around them is getting blurry? There's TV at the
  airport, advertisements in urinals, newsletters on virtually
  every topic, and a cellular phone wherever you go.
- Wouldn't it be great if we could eliminate this incredibly
  wasteful part of the process? Unfortunately, Permission
  Marketers cannot ignore the interruption part of the
  process. They can't walk away from the cost of getting
  strangers to raise their hands. But they CAN leverage the
  expense of that interruption across multiple interactions.
- Be personal. Be relevant. Be specific. And always be
  anticipated. Anticipation, of course, is even better than
  expectation. Without surprising the consumer, gradually
  raise the level of permission you extract.
- The reward you offer a consumer must be obvious and
  simple. To dramatize the importance of this stage, to
  make it crasser than it needs to be, I call it bait.
- In order to make the marketing messages you send
  relevant and personal you need to get some data.
  Permission marketers are totally obvious about their
  objectives with the consumer. They make it crystal clear
  what they will be doing with the data they collect, and
  exactly why it's beneficial to the consumer to give this
  data.
- An interrupted consumer is in no hurry to send you
  money or promise to invest a lot of time. An interrupted
  consumer won't fill out a long demographic form or get
  in his car to drive down to your automall. The less you
  ask of the consumer and the bigger the 'bribe', the more
  likely the consumer will give you permission. The
  permission won't be broad or deep. But it will guarantee
  that your next interaction will be significantly more
  impactful.
- The response rate to a free
  sample or an affinity program or a birthday club might be
  five or ten times the response rate of an ad asking for a
  sale.
- The only goal of the video is to get permission to have a
  personal meeting. It doesn't sell the camp. It sells the
  meeting.
  
  Now, fully qualified, and having seen the testimonials,
  the photographs, the facilities and the happy campers, the
  family is ready to be sold on the camp. And that's done in
  person.
- The ad
  sells the brochure, not the camp.
- But the first step is still to interrupt the consumer. That's
  one reason there will always be socially acceptable
  interruption marketing media. We need to get that initial
  attention.
- Customer service has always
  mattered. But now that power has shifted to the
  consumer, it matters a great deal more.
- Did he burn a customer? Of course. That was his
  intention. But what he hasn't learned yet (and soon will,
  or he'll be gone) is that the act of dismissing that
  customer didn't cost him just one sale. It cost him the loss
  of permission to sell products to this woman for the rest
  of her life.
- Technology enables marketers to have a perfect memory,
  and provides them with the ability to customize
  correspondence on the fly and deliver it for free via e-
  mail. Combine that with a database of customers who
  expect to receive marketing messages from you because
  they gave you their permission, and most industry book
  chains should begin to see a looming threat.
- Amazon appears to be building a permission asset, not a
  brand asset. Amazon has overt permission to track which
  books you buy and which books you browse. They have
  explicit permission to send you promotional e-mail
  messages. They are building special interest communities
  in which Amazon and its customers will be able to talk
  with each other about specific genres of books. Why?
  Where's the payoff?
  
  The payoff comes the day Amazon decides to publish
  books. This is where the profit lies and where Amazon is
  best able to leverage their permission asset.
- They're building an asset that has
  nothing to do with brand and everything to do with their
  relationship with you.
- As the company gains
  more permission, it's not hard to imagine them branching
  into house cleaning, house painting, gardening and a
  huge range of home care and home delivery services.
- Then, using the Web, you log on each week and tell
  Streamline what you need. You fill out a pre-automated
  shopping list. They pick up dry cleaning and
  prescriptions and photos as well. Then, while you're at
  work, they do all your errands, pick up what you need,
  and drop it off at your house.
- Frank Britt and Tim DeMello run a company called
  Streamline that is at the vanguard of the junction between
  Permission Marketing and one to one marketing.
  Streamline capitalizes on the technologies and social shifts
  that are changing our lives, and they are building a
  fantastic business that serves as a model for the future.
  They offer to save customers hours and hours of time
  each week by doing virtually all of their routine errands.
- sidebar
  The one to one marketer works to change his focus from
  finding as many new customers as he can to extracting the
  maximum value from each customer.
  
  The Permission marketer works to change his focus from
  finding as many prospects as he can to converting the
  largest number of prospects into customers. And then he
  leverages the permission on an ongoing basis.
- THE NATURAL SYNERGY OF PERMISSION AND ONE TO ONE
  MARKETING
  As you've seen, Permission Marketing is the cousin of
  one to one marketing. Where Peppers and Rogers begin
  the process with the first sale, Permission begins the
  process with the very first contact.
  
  Permission Marketing works to turn strangers into friends
  and then friends into customers. One to one marketing
  uses the very same techniques, incorporating knowledge,
  frequency, and relevance, to turn customers into
  supercustomers. One to one doesn't compete with
  Permission Marketing. It's part of the very same
  continuum. The one to one marketer takes the permission
  that's been granted after someone becomes a customer
  and uses that permission to create even better customers.
  The better the permission, the more profit created.
- The process of getting new customers needs to be
  reengineered. Like caterpillars turning into butterflies,
  prospects go through a five step cycle:
  
  Strangers
  Friends
  Customers
  Loyal Customers
  Former Customers
- 2. Increase the durability of customer
  relationships. Invest money in customer retention,
  because it's a small fraction of the cost of customer
  acquisition.
- CHAPTER FOUR
  
  GETTING STARTED-FOCUS ON SHARE OF CUSTOMER, NOT MARKET
  SHARE
  
  FIRE 70% OF YOUR CUSTOMERS AND WATCH YOUR PROFITS GO
  UP!
  
  Five years ago, Don Peppers and Martha Rogers wrote a
  book that changed the marketing landscape forever. Titled
  The One to One Future, they proposed a radical
  rethinking of the way marketers treat their customers.
  Peppers and Rogers presented a manifesto for how
  companies can increase their profits by selling more
  things to fewer customers. In other words, they believe
  it's wiser to focus more on increasing sales to a smaller
  percentage of your existing customers than it is to find
  new ones.
- Mass marketers optimized their organizations for this
  approach. They created brand managers and advertising
  agencies and measurement companies and focus groups
  and a myriad of other techniques to institutionalize their
  attachment to Interruption Marketing.
- Permission Marketing has been around forever (or at least
  as long as dating!), but it takes advantage of new
  technology better than other forms of marketing. The
  internet is the greatest direct mail medium of all time, and
  the low cost of frequent interaction makes it ideal for
  Permission Marketing.
- Worst of all, Permission Marketing requires patience.
  Permission Marketing campaigns grow over time-the
  opposite of what most marketers look for these days. And
  Permission Marketing requires a leap of faith. Even a bad
  Interruption campaign gets some results right away, while
  a permission campaign requires infrastructure, and a
  belief in the durability of the permission concept before it
  blossoms with success..
- [sidebar]
  Five Steps to Dating Your Customer
  1. Offer the prospect an incentive to volunteer
  2. Using the attention offered by the prospect, offer a
  curriculum over time, teaching the consumer about your
  product or service
  3. Reinforce the incentive to guarantee that the prospect
  maintains the permission
  4. Offer additional incentives to get even more permission
  from the consumer
  5. Over time, leverage the permission to change consumer
  behavior towards profits
- Permission to gather more data about the customer's
  >
  
  personal life
  >, or hobbies, or interests. Permission to offer
  a new category of product for the customer's
  consideration. Permission to provide a product sample.
  The range of permission you can obtain from a customer
  is very wide, and limited only by its relevance to the
  customer.
- Along with reinforcing the incentive, the fourth step is to
  increase the level of permission the marketer receives
  from the potential customer.
- The third step involves reinforcing the incentive. Over
  time, any incentive wears out.
- the Permission Marketer is able to
  focus on product benefits -- on specific, focused ways
  this product will help that prospect. Without question,
  this ability to talk freely over time is the most powerful
  element of this marketing approach.
- Second, using the attention offered by the consumer, the
  marketer offers a curriculum over time, teaching the
  consumer about the product or service he has to offer.
- While your competition continues to interrupt strangers
  with mediocre results, your Permission Marketing
  campaign is turning strangers into friends and friends into
  customers.
- THE FIVE STEPS TO DATING YOUR CUSTOMER
  Every marketer must offer the prospective customer an
  incentive for volunteering. In the vernacular of dating,
  that means you have to offer something that makes it
  interesting enough to go out on a first date.
- Without a selfish reason to continue dating, your new
  potential customer (and your new potential date) will
  refuse you a second chance. If you don't provide a
  benefit to the consumer for paying attention, your offer
  will suffer the same fate as every other ad campaign that's
  vying for their attention. It will be ignored.

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