Asking permission

Last month I sold out a cohort in a few emails. I had never done that before.

Every one who joined had already downloaded something, replied to something, or watched something. They had asked for the offer. Given me permission to sell.

That is permission-based marketing.

Seth Godin wrote a book about it in 1999. Daniel Priestley gives it a chapter in Oversubscribed. It is the most powerful idea in marketing. Hardly anyone does it.

Here is how it works.

You invite someone to raise their hand, then you respond to the signal they give you.

They download the guide. Join the webinar. Reply to the email. Watch the demo. Ask a question.

Each action gives you permission to take the next step.

Five rules make it work.

1. Ask for a signal

One small action that shows interest. Download this. Watch this. Reply with this word. A signal tells you who is interested and what they want next.

2. Earn the next level of permission

Someone downloading a guide has not asked for a sales call. Every interaction earns the right to offer the next one. Nothing is assumed.

3. Make every interaction valuable

Teach something useful. Give them a result. The marketing should be worth their time even when they never buy.

4. Be clear about what happens next

Tell people what they are signing up for, what you will send, how often, and what you might eventually offer.

5. Respect silence

When someone stops opening, do not increase the pressure. When they unsubscribe, let them go. When they say no, believe them. Plenty more fish.

Deliver value. Ask for the signal. Earn the next step.

In practice:

• The email asks for a hand raise. The offer goes out to whoever replies.
• The Instagram post generates interest. The link goes to those who ask for it.
• The workshop teaches one thing. The sell at the end is invited, not ambushed.

Permission-based marketing could change your game.

P.s. I am opening a new cohort in September, focused on Instagram growth. 12-weeks with me, to build your Instagram and attract opportunities as an expert. Spaces limited.

Reply with "tell me more!" and I will send you the details 😄