“The goal of the Permission Marketer is to move consumers up the permission ladder, moving them from strangers to friends to customers. And from customers to loyal customers.”
Build a permission ladder that begins at the lowest level of permission (opt-in) and extends to sale. Clearly define the steps you’ll take, or the rungs of your ladder, to get you from opt-in to conversation to sale. While getting your foot on the ladder with permission is important, the ultimate goal is to escalate the relationship to higher levels throughout a journey.