All Marketers are Liars: The Underground Classic That Explains How Marketing Really Works--and Why Authenticity Is the Best Marketing of All

by Seth Godin

2. “I like working with you.” The reason that permission marketing and 1:1 marketing are so effective has nothing to do with the ethics of spam. Instead, these techniques work because they group together people with a similar worldview. The people you’re talking to now are the prospects and customers that have a bias to work with you.