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.Īs the marketplace for advertising gets more and more cluttered, it becomes increasingly difficult to interrupt the consumer. 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. If an ad falls in the forest and no one notices, there is no ad. If they don’t interrupt our train of thought by planting some sort of seed in our conscious or subconscious, the ads fail. Yet marketers must make us pay attention for the ads to work. Almost no one looks forward to a three minute commercial interruption on Must See TV.Īdvertising is not why we pay attention. Almost no one reads People magazine for the ads. INTERRUPTION MARKETING-THE TRADITIONAL APPROACH TO GETTING CONSUMER ATTENTIONĪlmost no one goes home eagerly anticipating junk mail in their mailbox. 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. 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.įor ninety years, marketers have relied on one form of advertising almost exclusively. Don’t forget to include giant brand names on T. Try counting how many marketing messages you encounter today. The clutter, as you know, has only gotten worse. I discovered that I could live without hearing every new Bob Dylan album and that while there were plenty of great restaurants in New York City, the ones near my house in the suburbs were just fine. I was no longer interested enough in what a telemarketer might say to hesitate before hanging up. I found myself throwing away magazines unopened. I had long ago ceased to memorize the TV schedules, I was unable to keep up with all the magazines I felt I should be reading, and with new alternatives like Prodigy and a book superstore, I fell hopelessly behind in my absorption of media. And if the ads were any good at all, people bought the products.Ībout ten years ago, I realized that a sea change was taking place. Marketing was in a groove – if you invented a decent product and put enough money into TV advertising you could be pretty sure you’d get shelf space in stores. We saw the same commercials, bought the same stuff, discussed the same TV shows. Growing up, it seemed like everyone I met was part of the same community. Charlie the Tuna, Tony the Tiger and those great board games that seemed to magically come alive all vied for my attention. I loved shows like The Munsters, and I also had a great time with the TV commercials. With just five channels to choose from, I quickly memorized the TV schedule. I used to watch Ultraman every day after school on channel 29. There were only three main channels-2, 4 and 7, plus a public channel and UHF channel for when you were feeling adventuresome. I remember when I was about five years old and started watching television seriously. There’s no more room for all these advertisements! Permission Marketing is a fundamentally different way of thinking about advertising and customers. 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. This is a book about the attention crisis in America and how marketers can survive and thrive in this harsh new environment. 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. 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. THE MARKETING CRISIS THAT MONEY WON’T SOLVE Seth Godin: Permission Marketing – Buy the book here CHAPTER ONE For those that have been unable to find the classic marketing twist from my first bestseller (the first four chapters have always been available to anyone who wants them), here you go…
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