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What if your email address could demand respect?

The value of consumer attention.

Consumers, in many cases, feel helpless that their personal value (and space) is being exploited, so they have learned to ignore the inbound.

Permission Marketing introduced fabulous insight and was my first of many exposures to Seth Godin. In my opinion, the problem with interruption marketing today is that the total cost of advertising is being determined by the cost of production and cost of contact. There is no real value given to the consumer's attention. This is similar to calculations that involve the use of "free", but extremely valuable, natural resources.

However, everything has a breaking point. As the cost of communication continues to drop, we have ever increasing media channels springing from the dirt. The Internet is perfect example where the channels are simply endless and the cost of interruption can be as low as zero, that is, at least for the info pusher. With regards to the cost incurred upon those in which that info lands - this is an entirely different story. Spam within email, blogs, pop-ups, IM, Cell TM, etc are all examples of how the consumer (the landing point) has been forced to take on the burden (time and real cost) of protection.

Consumers, in many cases, feel helpless that their personal value (and space) is being exploited, so they have learned well to ignore, and worse "avoid", the inbound flood. This also causes the consumer to be protective about even the most trivial personal information.

However, if a consumer felt as though their value were part of the "First contact equation", and they felt they were going to honestly benefit from "their" value, I believe they may feel different about exposing their true desires.