Permission Marketing, Revised

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The Secret of Success? It’s All About Permission

I’m not talking about permission marketing in the traditional, Seth Godin sense of the term. I’m talking about giving yourself permission in your marketing, first and foremost, if you want to create a powerful message.  For your communication, permission is the first step in generating real results – no matter how you choose to deliver your story. In 2012, give yourself permission to approach things in new ways.  That’s permission marketing, revised.  It all starts with a conversation – the conversation that’s going on inside your head right now!

You already know how to have a good conversation.

Fairground ConversationYou do it all the time with your friends and your family. Even if you feel stilted or held back in your personal interactions, you know what a compelling conversation sounds like. You can see it, hear it and identify it. We all have the ability to tell stories, and to persuade others at some level. All you have to do is give yourself permission to create the New Elevator Pitch. You can’t transform into Ashton Kutcher, Natalie Portman or Ronald Reagan – and that’s OK! Start where you are, and do what you can.

You can’t change your voice, anymore than you can change your height or your shoe size.

But you can use your shoes, your height and your voice in a way that makes people say, “Tell Me More…” Don’t try to be something you’re not – it’s not necessary. Learn to be more of who you are, and connect with the best possible presentation you can give. That presentation is based on connecting with your material, and connecting with your audience.

Put the “fun” into functional, and convey that enjoyment about your choices.

Permission marketing, revised, starts with giving YOURSELF permission.
In many ways, my work on the New Elevator Pitch is really about you writing your own story, and delivering it your way.  The best marketing message starts with you believing that you can create something fantastic, compelling and powerful.

  • Give yourself permission to access the energy you need (it’s free, and it’s already inside you).
  • Assume interest on the part of your listener.
  • Assume that your material is going to matter, and deliver your story as if it will make a difference – and it will.

Give yourself permission to use the gestures that confirm your points (powerful gestures are free, readily available – and within your reach!) Give yourself permission to tell your story, and get ready to hear a “YES!”

Main image photo courtesy of Jeff Kubina. Used under creative commons, some rights reserved.  Image in post courtesy of Garry Knight, used under creative commons.

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