A few years back, a friend sent me this cartoon:
As a vinyl collector, this gives me all the feels.
Because I’ve spent countless hours (and countless hundreds) finding, buying, storing, cleaning, and doing all the other things it takes to keep records and their players in tip-top shape.
Not to mention the days I’ve spent shuffling through dusty record stores trying to find a yet-to-be-earthed gem.
All of which I enjoy and am happy to do.
Yet, at the same time, it’s a total pain in the ass.
Which brings up an interesting point about sales and marketing.
Which is that if you have something your audience really wants, they will do just about anything to get it.
In fact, in the case of vinyl, part of the fun *IS* the extra time and effort it takes.
So how can you use that in your marketing?
Truth be told, I’m not totally sure.
It’s all situational.
In most cases most of the time, I’m a big believer you should make buying from you as easy as possible. Which means optimizing landing page load times, making checkout pages simple as pie, easy customer service, etc and so on.
But if you have a niche business with a white-hot audience?
Then barriers, scenic pullovers, and a veritable “maze” can sometimes flip their fanaticism into overdrive.
Something to noodle on at least.
One of the secrets of getting white-hot fans regardless of niche is good copy.
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