The Needle and the Vice vs the Rattle Approach to Marketing

Seth has a good post on how to market effectively using a combination of the "needle and vice approach" as opposed to the "rattle" approach.

In a nutshell, the "needle" approach requires focusing on "the right person, the right message, the right moment". These are targeted messages geared towards specific folks on a consistent basis that have an impact.

The "vice" approach involves spreading your message far and wide and eventually the word spreads.

The "rattle" approach is used by those who try out an approach here and there. Perhaps give up on the approach when they don't get the results they want and then and try another method for awhile and still don't get what they want. They get more obnoxious and louder as they try to get attention.

Seth concludes:

The best marketers, of course, use the needle and the vise at the same time. They don't assault, they don't demand, instead they earn attention. And they apply their marketing pressure so consistently and in such a measured and relentless way that sooner or later, they profit from it.

Marketing successfully takes careful planning and strategy. For small businesses in particular, I can see no better way to market effectively than using a consistent, strategic plan that you implement over a long period of time to a specific group of people who become your fans. Permission-based methods of marketing do work amazing well if you are patient and apply them properly. These techniques are also the best suited to socially responsible business practices.

For more information on permission marketing, check out Seth's book here.