references/theories/permission-marketing.md

# Permission Marketing

## Theory

Use this as an applied decision model, not as proof that the model is correct in every market.

## Use when

- Repeat communication depends on continued relevance.

## Mechanism

Earn voluntary attention and deepen the relationship over time.

## Applied marketing use

Design lifecycle content and opt-in value.

## Failure modes

- Treating consent as guaranteed attention.

## Counterweights

- `mental-availability`

## Sources

- `source:godin-permission-marketing`