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In traditional marketing, businesses often interrupt their customers with ads, emails, and other messages, hoping to grab their attention and drive sales. However, this approach can be intrusive and annoying, leading to low engagement rates and a negative perception of the brand.
: The customer looks forward to hearing from you because they agreed to the communication.
Godin describes a "ladder" of permission where trust increases at every step: Intravenous (Highest)
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