11. The Importance of Permission Menu | 1 | 2 | 3 | 4  Let’s use an existing coed summer camp as an example of permission marketing in action. The camp uses interruption marketing to run ads at camp fairs and in magazines that feature other ads from summer camps. But the ads do not attempt to sell the summer camp. Instead, they focus solely upon motivating prospects to send for a video and a brochure, upon securing their permission to accept your marketing with an open mind. Once the prospects receive the video, they soon see that it, too, does not try to sell the camp. It is geared only to get permission to set up a meeting. But having seen a video of the camp facilities, activities, happy campers and attentive staff, the prospect is all set to say yes to a personal meeting. At the in-person meeting, the sale is closed. And once a camper attends the camp for one summer, chances are pretty darned good he or she will not only stay for several more summers, but also will bring along a brother, a sister, a cousin, a schoolmate or a friend --- or all of these.  Notice that the only goal of each step is to expand permission for you to take another step rather than making the ultimate sale. Who uses permission marketing these days? Record clubs. Book clubs. Marketers who offer a free brochure. Even my own website at gmarketing.com offers a daily marketing message for only $3 per year -- in affect, gaining permission to market to all those who sign up.  The biggest boon to permission marketing is the internet -- but only by those who treat it as an interactive medium and not like TV. As clutter becomes worse, permission become more valuable. The moral: since only a limited number of companies within a market niche can secure permission, get moving on your own permission marketing program pronto.