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PAT: Permission, Attention, and Trust

What they are, what they mean, and how to get them

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Topics for this presentation:• Say Hello to PAT• Do You have Permission?• Your Attention, Please!• It’s a Matter of Trust• Leveraging PAT

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Say Hello to PATIt doesn’t matter what kind of blogger you are... you need to know PAT.

PAT:PermissionAttentionTrust

Without PAT, nobody will click on your ads, nobody will click on your affiliate links, or buy your products or services.

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No PAT =

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Do You have Permission?

Seth Godin championed the idea of permission marketing.

Permission is an asset given to you by people in exchange for something of value.

Giving something that is unasked-for and unwanted is SPAM.

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Your Attention, Please!

Once you have permission, you then have attention.

High degree of permission = high degree of attention.

Attention = TIME

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Attention = Time = Mindshare

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It’s a Matter of TrustOnce you have permission and attention,

you have the opportunity to earn trust...

...and earn it you must!

Trust is difficult to win...

...and easy to lose!

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Trust =

Greater Permission

More Attention

More

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Leveraging PAT

PAT takes time.

Permission is given in exchange for value—you must provide value.

Attention is given in proportion to value.

Overselling or selling out = loss of trust

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Review

Provide value to get permission.

Permission gives you attention, value keeps it.

Attention leads to trust, and trust leads to conversion.