When it comes to online marketing, Seth Godin not only “gets it”, he is one of the primary evolutionary forces. Although 1999 may be ancient history in many aspects of online marketing, Godin’s, Permission Marketing: Turning Strangers Into Friends And Friends Into Customers remains a must-read today.

The thrust of his argument is that businesses can no longer rely solely on traditional forms of “interruption advertising” in magazines, mailings, or radio and television commercials. Instead, if you want to capture a reader’s attention, you first need to get permission. This involves creating an incentive for the reader through some form of informational offering.

When it comes to marketing your law firm, this education-based approach can be highly effective. For example, offering a free guide download, e-book or whitepaper, in exchange for a phone number or email address is a proven client generator. By connecting to volunteers of information, permission marketing guarantees that consumers pay more attention to the marketing message.

Godin is a master of modern marketing concepts. As legal services solicitation carries serious ethical considerations, understanding the concepts of permission marketing is that much more critical to marketing a law firm.