Dan Farber has a great post on the Cluetrain Manifesto. The manifesto was published 8 years ago and likens markets to conversations. It contains 95 theses worth considering about how to conduct marketing as a conversation. Examples include:
All excellent advice, and all aimed at moving beyond the traditional marketing mechanism of “Shouting at Customers.” If you’re having a hard time thinking about how to approach Web 2.0 marketing in terms of messaging, try reading through the Cluetrain Manifesto and imagining one of these conversations about your product. In terms of media, consider my Web 2.0 Personality Spaces approach. I recently wrote about how entities as disparate as Dell and Fred Thompson are putting together strategies that embrace a number of Personality Styles.
Who wouldn’t rather have a dialog with a customer than shout at them?