Apply permission marketing to enable frequency and build trust with consumers


  1. Build frequency into your advertising campaigns.
    Use frequency in advertising and an interactive approach with consumers.

  2. Harness the power of the Internet and email to build frequency.
    The Internet is the greatest direct marketing medium, and email delivers frequency for free – permission marketing allows you to harvest the frequency.

  3. Create benefits in exchange for giving permission.
    Provide consumers with benefits and deliver on these promises. This will dramatically increase the effectiveness of frequency at a lower cost.

  4. Follow the key stages of building trust.
    Frequency leads to awareness, then familiarity, and finally trust. Before frequency turns into sales, it turns into permission. Permission to communicate, customize and teach. Permission is then just one step away from trust.


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