January 24th, 2005 by Bob Bly
By proclaiming that ?markets are conversations,? and that talking with customers is the ultimate marketing methodology, Cluetrain ignores this important truism from Rene Descartes:
?To know what people really think, pay regard to what they do, rather than what they say.?
That?s where we direct marketers have it all over the Cluetrain crowd.
We aren?t guided just by what people say they want or will do; we primarily pay attention to what they actually do ? in other words, what they buy.
You can determine what your prospects will buy based on your own test mailing ? or by studying the successful control mailings of your competitors in the same category.
Because those control mailings are working, they tell you the appeals that are causing customers to open their wallets ? those marketing approaches that are making money right now.
Actions speak louder than words, and what people actually buy is infinitely more important than what they say they will buy.
Which do YOU think is a more accurate indicator of what your market wants ? a ?conversation? or a purchase?
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