Thursday, April 30, 2009

Interruption/Permission Synergy

A reply I posted to a comment from Andee Sellman, from One Sherpa, in regard to my article, "5 Reasons Branding Won't Work" on Small Business Branding blog:


Interruption marketing (if I understand your definition correctly) generates awareness and in many cases is the markets first exposure to a brand. Visionary products (ie: Apple) find their way into our consciousness this way. It can set the tone for your brand.

Permission is effective once a basic trust has been established. I think both work in tandem and work nicely to make your brand experience rich.

As you can appreciate, my efforts to advance my brand as a consultant is powered by all my avenues of promotion. I am 100 % aware of my brand every time I put my messages out there - including how I am replying to comments on my posts.

A good example of this synergy between Interruption and permission is public speaking. The audience is attending at their own free will to get some information that I possess. This is permission based. At the end I briefly pitch my services while I still have their undivided attention. Interruption. I also subtly have my brand and services through out the presentation which builds additional trust between my audience and myself.

Post seminar, if they visit my online presence and subscribe to my list, then my brand is again strengthened. As you so aptly put it, "permission marketing goes the journey. "We only have their permission when we also have their trust. Betray that trust and you have nothing but snake oil.

Break the ice with Interruption, take them downtown with permission. What a branding story!

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