July, by the way, is the slowest month in the greeting card industry. Because Hallmark got permission from their loyal consumers to contact them, they were more efficient than running an expensive television campaign touting Christmas in July, and they knew every consumer that got the message was interested. Oddly enough, Godin feels permission takes doing business back to the way his grandfather did it. He sold things to people he knew with a handshake. Godin's father, he said, sold things in the age of mass media, and he couldn't work this way.
Permission is selfish.
Once marketers have the permission of the consumer, Godin said they must measure it, test it, build it, and leverage it. Once you have a little go for more, try new things. Marketers have to mine the data, but they can't surprise people with something that isn't anticipated, personal, or relevant. Godin's said his vision for the future is companies with subscribers. It's all part of building on the permission, Godin said.