to me when Seth Godin, co-author of three books with me, authored his own
"Permission Marketing: Turning Strangers into Friends and Friends into
Customers." It changed my entire outlook about marketing and can
dramatically change the beauty of your bottom line.
Seth, once a student of mine, has now enlightened me to the presence of
two kinds of marketing in the world today. The first, most common, most
expensive, most ineffective and most old-fashioned, is interruption
marketing. That's when marketing such as a TV commercial, radio spot,
magazine or newspaper ad, telemarketing call, or direct mail letter
interrupts whatever you're doing to state its message. Most people pay
very little attention to it, now more than ever because there is so much
of it and because many minds now unconsciously filter it out.
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