Permission marketing turns strangers into friends and friends into loyal customers. It's not just about entertainment - it's about education. Permission marketing is curriculum marketing.

Seth Godin’s quote introduces the concept of permission marketing, a strategy where businesses focus on building trust with potential customers before trying to sell them anything. Godin explains that permission marketing is about transforming strangers into friends and then turning those friendships into loyal customers. Unlike traditional forms of advertising that interrupt people, permission marketing seeks consent, creating a more engaged and trusting relationship with consumers. This approach prioritizes value and education, rather than mere entertainment or promotion.

Godin’s reference to education is key in understanding the deeper purpose of permission marketing. He suggests that instead of bombarding potential customers with flashy ads or irrelevant content, businesses should focus on providing useful knowledge that enhances the customer’s understanding of a product or service. By educating their audience, businesses not only build a relationship based on trust but also position themselves as credible sources of information that people want to engage with.

The term “curriculum marketing” is a play on the idea of educating consumers over time. Just like a teacher uses a curriculum to guide students through a learning process, permission marketing involves leading customers through a structured journey that progressively builds their awareness, understanding, and interest in what’s being offered. This method shifts the focus from simple advertising to creating a meaningful, value-driven experience for the consumer.

The origin of this quote comes from Godin’s work as a marketing expert and his focus on innovative marketing strategies. In his book Permission Marketing, he contrasts this approach with traditional interruption marketing, where advertisers push messages to consumers without their consent. Godin’s approach suggests that relationship-building and mutual respect are the future of marketing, creating a more ethical and effective way to attract and retain customers.