In Part 1, I discussed how traditional marketing is no longer working the way it used to. This is happening for a variety of reasons -- people have too many mass media choices, they're bombarded with way too many marketing messages, the Internet is adding accountability to advertising, etc.

So if traditional marketing is no longer effective, then how will you get the word out about your products or services?

What Internet Marketer Seth Godin, author of the book Permission Marketing, calls permission marketing.

Permission marketing is when your customers give you permission to market to them. This is opposite from traditional marketing, also known as interruption marketing (another term coined by Godin).

Interruption marketing works by interrupting you. Nobody watches television for the commercials. Nobody flips through a magazine for the ads. But that's how interruption marketing gets you to buy something.

Permission marketing is completely different. With permission marketing, customers look forward to hearing from you. They LIKE receiving information about your products and services. That's because they