May 21 2006
Cluetrain Manifesto #5 relates to #4, and an earlier post that can be found here.
#4 Whether delivering information, opinions, perspectives, dissentingarguments or humorous asides, the human voice is typically open, natural,uncontrived.
#5 People recognize each other as such from the sound of this voice.
I could go on and on about the discrepancy in wine marketing and those that receive the message. Dozens and dozens of sales training courses exist to help people communicate to their customers and prospects in a language that is understandable to their target.
Marketers exist to bridge this language gap. Yet, wine, and perhaps car buying remain the two mass consumables where there is a Golden Gate bridge size chasm that needs to be crossed in order to make customers raving fans of a wine label. Some have made the move, but nobody has made the leap.
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