We talk a lot about the importance of permission-based marketing — reaching someone’s inbox gets you past the gatekeepers that govern social media and search with priorities that may not align with yours. It’s a much more powerful connection than a passing thumb flick on a phone screen.
But to get permission, you need to build a relationship your audience values. No one’s going to give you an email address or a phone number unless you make it worth their while.
How do you create value that drives permission?
Create Value that Drive Permission
To get people to give you their information, you have to give them a good reason.
That reason can take many forms, but these are the most common:
Information
The subscription newsletter is one of the most common incentives that drives permission. It provides value through the information you send.
For most brands, the best information to share in a newsletter is:
- News: Share what’s happening in your field; people will want to hear it. Collating that news into a brief summary can also be of value. Examples: Bloomberg, Morning Brew, New York Times.
- Studies and data: You can approach this either with your own data or through the collection of other people’s. Examples: Search Engine Land, SparkToro, Neil Patel Digital.
- Analysis: Data makes more sense when it’s interpreted; if people value your viewpoint, your analysis will be valuable to them. Examples: The Atlantic, Nate Silver (and many other Substack users).
Tools
Creating something that people can use is a powerful incentive to generate permission. Calculators, planners … and now, with AI agents, it’s easier than ever to put together useful tools that will attract attention.
- Calculators and text generators: These are often searched for and, if highly useful, shared among colleagues. You need a use case that helps users understand a complex idea, simplify a frequent or mundane task, or replaces a traditional “non-digital” tool. Examples: Kevin Kos’s cocktail juice calculator, EatThisMuch food planner, BDOW Kickass Headline Generator.
- Collated collections of other resources: One of the most popular tools is a “filing cabinet” of useful resources curated for you. Examples: Swipe File (for marketing/advertising inspiration), Lookastic outfit builder.
- Quizzes and wizards: These tools give insights or guidance on personal, professional or qualitative queries and offer detailed reports for people who want to get in-depth information on that topic. Examples: GoNext travel advisor, Stitch Fix personal style quiz, 16Personalities MBTI quiz.
Access to Premium Content
Almost every Substack or Patreon account works on this model — users get access to some content publicly, but the real juicy stuff is behind some type of signup. Think behind-the-scenes unfiltered access, deep dives and exclusive interviews. Examples: Good Mythical Morning, How to Drink, Ed Zitron, Smosh.
Exclusive Offers
These include coupons and other limited time offers. They often work well with local businesses building a SMS (text) list — “buy one get one” on a restaurant menu item or “10% off your next haircut” are models that are regularly used to get permission. Be aware that these are best used in conjunction with other incentives … if these are the ONLY value, they can cause a “coupon cycle” where people only engage when you offer deals. Examples: Chili’s, Supercuts.
Value Creates Willing Permission
Permission to market to your audience is powerful. It builds engagement and creates a connection that no other form of marketing can. But to get permission, you have to give value — real value. Use these methods to showcase your value and create your own permission-based list. And if you need a hand, don’t hesitate to reach out. Just drop us a line, anytime.
Best Regards,
David Brandon
Copywriter
Rainmaker Digital Services