They can come later. It is vital to build up trust over time. Never sell their names, and do not surprise your base of contacts. Godin sees greater value in permission marketing arising from new Web developments. In particular the Internet is opening up a great new field due to the advent of the wireless Web.
Permission gets more expensive to get and more important than ever.
Finally, the author believes that permission marketing does away with certain myths. One is that traffic of website hits is the best indicator of success. If hits are not transformed into sales, it's a whole useless effort. A second myth is that search engines are the central factor to getting web traffic. Rather, there should be a process that stimulates traffic without depending on the random visits generated by search engines.