It’s hard to find many marketers who defend interruption marketing — phone calls, advertisement, direct mail, email, etc. The fashionable thing to do is go soft — ask for permission, avoid the topic of taking action, suggest and hint instead of ask and direct.

What’s missing from the discussion on interruption marketing is relevancy. The problem with interruption marketing isn’t the interruption — the problem is irrelevant messages and offers.

It takes energy, effort, and careful thought to be relevant. Maybe that’s the underlying problem many marketers have with all things not permission…you have to understand the worldview of the people you target, and talk to them about the things you can do for them, as opposed to the things you do.

I don’t know of anyone who minds in the least being interrupted by a message that’s relevant. Do you?


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