11. The Importance of Permission Menu | 1 | 2 | 3 | 4  Alas, you’ll have to use interruption marketing in order to secure that important permission. And you’ll have to track your costs like crazy, figuring how much it costs you to gain each permission -- easily figured by analyzing your media costs divided by number of permissions granted. Once you’ve embarked upon a permission marketing campaign, you can spend less time marketing to strangers and more time marketing to friends. You can move your marketing from beyond mere reach and frequency and into the realm of trust.  Once you’ve obtained permission from your prospects, your marketing will take on three exciting characteristics. It will be anticipated, meaning people will actually look forward to hearing from you. It will be personal, meaning the messages are directly related to the prospect. And it will be relevant, meaning you know for sure that the marketing is about something in which the prospect is interested. Permission marketing is not about share of market, not even about share of mind. Instead, it’s about share of wallet. You find as many new actual customers as you can, then extract the maximum value from each customer. You convert the largest number of prospects into customers, using your invaluable permission to accomplish this. You focus your marketing only on prospects and not on the world at large.