Permission-empowers customer by asking for permission to talk to them. Seth Godin's 5 steps to a profitable relationship:

1. Offer future client a reward for voluntary participation
2. Inform them over time of your product/services
3. Renew rewards so they'll prolong permission
4. Offer additional rewards to gain more permission
5. Gradually change customer's behavior towards a profitable situation

1. Customers daily lives are constantly interrupted by messages.
2. Majority of them don't come on request
3. As number increases, customers can't cope. They only have limited attention span and thus are selective.