What's Gonzo Anyway?

Hunter Thompson, Christopher Locke, and Fear and Loathing in the Marketplace

Gonzo involves passionate engagement, not detachment. It means getting to know the people to whom you are marketing -- literally talking to them (or at least exchanging e-mail).from: Get personal to market on Web by Bruce Rosenstein
source: USA Today, 10 December 2001

The above is a quote that was used to describe Christopher Locke's book, Gonzo Marketing. I think it also is a pretty good description of Chris Locke, one of the authors of Cluetrain Manifesto.

The entire book is still available, as it has been since 1999, to read online at http://www.cluetrain.com. Take a few minutes and read the 99 theses...maybe, again. The first thesis is "Markets are conversations." If you don't get past that, that's okay. Everything else follows that.

The good news is that you don't have to wait for a book. Christopher Locke in all his "glory" publishes on a nearly daily basis in his new role of Chief Blogging Officer. (http://www.chiefbloggingofficer.com/) Admittedly, I don't read everything every day.

He's prolific...fascinating...far-ranging...obsessive...psychotic...brilliant...addictive.

Anyway,he commented the other day that he was receiving a lot of condolence emails in the wake of Hunter Thompson's death. Very fitting. Chris is gonzo. Check him out. Scroll down to the 2.21.05 entry to read about the gonzo connection.

Anyway, about the fear and loathing part. Seems like that's the way a lot of people approach the customer out in the marketplace. Fearful that s/he' s gonna say no. Maybe even loathing selling. Is that why there's so many "marketers" and so few "sales people"? It's almost like nobody wants to get in the trenches and get dirty doing the actual selling. But, how can you really know your customer if you don't engage him, actually listen to his responses, getting personal? Getting personal is what it's all about, forging that relationship and building on it over time. All good things come from getting up close and personal with your current customers and future customers. Ask them what they like, what they don't like, what they'd change, and, last but not least, who they know who'd appreciate working with you. Can't get those priceless referrals and endorsements if you don't get personal.

Saw this quote this morning and I've been thinking about it all day.

Quote of the day:

"Argue for your limitations and sure enough they're yours." -- Richard Bach

February 24. 2005