Seth Godin coined the phrase in his 1999 classic Permission Marketing.

Gaining permission should be at the heart of every dentist’s marketing strategy. Permission is the privilege you’ve earned to deliver anticipated, relevant, and sometimes personal messages to people who actually want to hear what you have to say.

Just because you have my contact information (I gave it to you on the health history form), doesn’t mean you have permission. Don’t spam me. You don’t have my attention. Think of it this way, “permission is like dating. You don’t start by asking for the sale at first impression. You earn the right, over time, bit by bit“.

FREE: Read the first 4 chapters of Seth Godin’s Permission Marketing here.