Please keep in mind that Gonzo Marketing is not some get-rich-quick Seth Godin infomercial scam. The Web is a micro-market with a niche of one. Gonzo Marketing is about how you use those micro-markets. The mass-market jedi mind tricks don't work on the Web. Not to get too philosophical...but all the Web really does is show us how the world really is....a bunch of small webs of interest and influence. Some marketers look at this as: "Damn, now we can't just fire off a bunch of advertising and hope something hits." (Super Bowl ads and Spam aren't that different) Other marketers look at this as: "Great, now I can just focus on the people who actually care about what I'm selling/buying."
So how do you get started? Start with your own micro-market. If you're trying to sell stringed instruments then there are a bunch of potential micro-markets to begin talking ("Markets Are Conversations") to. Get in there...start listening....start talking. The funny thing about micro-markets: You're already a member of several of them whether you realize it or not. And members can sniff out a phony in no time at all.