Extreme Dolfinism G2

REVAN said:

So many instances where one of my designs is, in error, called a "Lunocet". I've even been called Ted before, in error. So yes, I do think my brand is being damaged through customer confusion.

Click to expand...

I don't envy you in this regard. I don't want to get involved with the whole mess, but really, I'd love to sing your praises and send all those on the Lunocet thread over your way, but don't want to ruffle feathers. Long and short of it though is that I whole-heartedly (as an owner of 2 businesses and an individual investor) agree with cdavis's take on the situation. It's absolutely, completely, and utterly inexcusable behavior once you've taken money for a product. I only hope your business doesn't suffer due to the short-comings of others.

Ok, let's see if I can help with the product descriptions, 3rd party ads, manufacturer page ads, general promotion.

I'm happy to have read where you'll post your text, and what it's function is: online shops, selling and describing your products.

As a customer visiting my 3rd party online shop, I like to read the product description because I want confirmation that I'm making the right choice.
A characterisation of typical use - does it match my character and needs? A description of all the features, range of use, possible options and quality assurance.
The text should be easy and fast to read, and to the point - I have no time for fluff, because I already know that I'm into this hydrofoil - thanks to youtube induced dreams of flying along reefs.. What I need NOW is quick confirmation that I got the right model for me, so I can click on the shop's "order and check out" button.

If I'm just an accidental visitor browsing through the shop's inventory, and this passes my screen, I want to watch a short compelling Youtube video to see what this thing does and if I feel attracted enough to check it out further. An instruction video, and or national record video each tailored to the potential buyer's character. (These video's should have good sound.. something very much overlooked by film novices).

I think each model needs it's own text, clearly laying out it's different character, use, features, range of use, options and quality assurance.
Seeing the same text with a different foil picture looks VERY cheap.

Your website should have instruction videos, fun video's, product fabrication video, record video's, recommendation videos, candid first encounter/try videos, plenty of cool short videos to click on (to subconsciously say yes to) so people can get warmed up. And I must say because your foil does look very mechanic people need more exposure to warm up to it.
Ask Connor in Florida for an video interview on his experience with his DOL-fin, a brilliant place, person, and dolphin interaction to document. <I'm getting distracted here...>

For your general manufacturing website, You'll have a different text, a short introduction followed by a longer with maybe a bit of the manufacturing process, and plenty of links to all these cool videos.
For other online shops first page news / swipe by's , you can think of having 1 small photo and 1 or two paragraphs of text, where you have the chance to say it's NAME, what it does and where to look for more info: links.


To comment on you previous revision I think it has the following major flaws:

- no specific target location. Where does the text appear?
- no specific target audience.
Appealing to experts and beginners at the same time is impossible. You can write beginners in such way not alienate experts, but you cannot appeal to both in 1 text because neither one will feel their character/skill reflected in the text. Choice of language, situations, needs, etc, etc is all different.
- not specific to each model, a specific product needs a specific online shop text.
- reads too slow. It needs shorter sentences, clearer structure geared towards the readers' order of thinking (Who, What, Where,When, Why, and How) * , needs and READING SPEED.


I enjoyed this exercise in marketing and advertisement, and I think we are learning an growing here together.
Also be aware I'm merely a lover of language and thought, not an experienced marketeer or salesman. My hope is however my brainstorm expose helps you and your product get the best exposure it can have. We learn by doing; and honing in onto a better text is a cool process, seeing the mystique of advertising melt and get to the core is very interesting to me, because I love to learn how people work.

Kars


* (following logic: http://www.triviumeducation.com )

If I knew that with certainty, then I would need to send you an invoice

Well I think that a demo at a local swim club, bring a film crew same goes for scuba club. Maybe also a sunny hotel with willing visitors and a big pool too.
Simple question, where is your target audience?
If you could record Phelps train and play with it? - Have 1 Pamela swim with it and her red Baywatch bathing suit
Organise a little foil challenge + competition.
Leavelets at scuba shops, giving a demo to scuba instructors.
Bring a foil to a café and ask people on camera what it is
Have a price contest in a magazine, asking people to respond to a youtube video (qr-code link provided), and award the last 25 commentators with prices, or a chance to win a big prise. It may become like a big hit because people will be commenting faster and faster nearing the time-deadline in order to win. The video itself may also have a puzzle, so people don't skip and pay attention and respond.
Discount for a club buying a test foil?
Have William Truebridge do a WR CWT with it on New Zealand national television
Sponsor the National American freediver champion?
Pay it forward: have the two models travel scuba, swim, and freediving clubs to be tested for say a month on each location, and then have them send the fin(s) on to the next group for testing. Clubs can apply on the condition they send the fin forward to the next club, and make and publish a video on it.

Not to taut my horn too much but I'm a bit surprised of what came up here

Just an additional piece of info. A few years ago, Specialfins did something like what Kars is suggesting, lending fins to Freedive Appaloosa so divers could try them. They sold more than a few fins because of that.

Maybe it's an idea to set something up with a freediving school in e.g. Dahab?

Do you know the Apple store formula?
It's about getting customers to get familiar with their products, play, test and feel them. When they do not buy instantly they still have the nagging memory of that initial fun playtime.
Most freedivers have tried bi-fins, and a new fin seller can relate to those feelings and add what their fins offer extra, and the prospect customer can add that feature in their imagination to their existing model of what bi-fins bring.
With monofins it's the same thing, though your radically different design makes the prospect customer doubt or not consider at all because they have no idea how your design may feel/work. The price excludes a gamble test, having no inkling of an idea weather one would be happy after testing. So I recognise that people should be able to do a test drive, and I think providing freediving clubs/schools with a sample's is an excellent way to remedy that investment uncertainty. Actually I think it would be an excellent service of a dive school to offer people an equipment test day, so people can see, feel and try various freediving products, and receiving instruction how to use them (added value!). It could be done in a form of an event too, such as the German Apnoë happening.

Kars, that is quite a common thing retailers do. A retailer is coming to visit the pool when we'll have our freedivers there, next wednesday. They'll let people to test different stereofins in the pool..with different sizes and stiffness. I'd bet it's not for charity..

Wow, this thread's been busy, I blinked for a moment and BAM three more pages of posts!

Yes Ron, I like the text.

After a break over Easter I'm back in the pool enjoying my Pilot2. I've primarily been solidifying the training drills I want to use. Surface swimming either on my front or back works well, I think I prefer being on my back for some reason. Strangely enough, and I've not managed to put my finger on it yet but I only seem to get the twists when I'm below the surface.

Philip Fennell said:

Wow, this thread's been busy, I blinked for a moment and BAM three more pages of posts!

Yes Ron, I like the text.

After a break over Easter I'm back in the pool enjoying my Pilot2. I've primarily been solidifying the training drills I want to use. Surface swimming either on my front or back works well, I think I prefer being on my back for some reason. Strangely enough, and I've not managed to put my finger on it yet but I only seem to get the twists when I'm below the surface.

Click to expand...

Hi Philip. From talking with my surface swimming friends - word is that Dolphin kicks are way easier on your back. I've seen this myself inasmuch as one of the free divers I've been mentoring has much better form with a mono fin on his back.

REVAN said:

Well, it's a relief to have the taxes over and done with, and I'm celebrating with a nice hike in the mountains. I need to shake of winter and start getting into shape for another season of diving.

Usually, December to May is a slow time of year for monofin sales which give me lots of time to take care of all the paperwork around here and get caught up on a few things. That didn't happen this year. It made things a little more hectic than usual, but I'm glad for it. To my customers both recent and in years past, thank you for you business. If you are reading this, I do not take lightly that you chose a DOL-Fin monofin, as I recognize that you all have many product choices from which to choose.

My little detour looking at issues with scuba diving and diver drag didn't exactly pan out. It seems no one really cares about the drag of scuba divers. Scuba divers don't care much about swimming efficiently, and most freedivers don't want to have anything to do with scuba equipment. Where I was hoping that taking on more of a scuba connection would open up a larger market, it seems that the people who would be in that target market would actually be only a small subset the current freediving market. I may still doodle with some ideas just for myself, but it'll be pretty low key and low priority if I do.

So for now, it'll be back to the main business of making some excellent monofins.

Click to expand...

Hey Ron, The scubies here were pretty intrigued by a video of yours. Problem is the Orca requires a little more technique. They seemed to think the fin would be awesome for touring - which is more of a southern climate phenomenon. Hereabouts it's mostly wreck diving, which involves a lot of hovering and such.

FYI, I've finished and submitted the review. It's a monster - with long sections from Connor Davis and Eric Fattah. It's designed to be thorough, technical and yet accessible. Because of the time we've all got in with these fins - it covers things like durability more credibly than any other equipment review I've seen.

So.... You didn't get a big bite on the scuba thing... Lots of discussion though.

Thought it would be interesting to see your thoughts about moving an oversized ungainly shape through the water..... You were thinking scuba. I was thinking that's every morning¡

Excited to hear about the Fondue Review!

REVAN said:

The drag curve is wrong for the Orca and scuba. It works significantly better with the Piot.

That's great news on the review. I'm looking forward to finally reading it. Do you know if it is coming out in parts, or in one big chunk?

Click to expand...

Don't know yet. Stephan has it.

Fondueset said:

FYI, I've finished and submitted the review. It's a monster - with long sections from Connor Davis and Eric Fattah. It's designed to be thorough, technical and yet accessible. Because of the time we've all got in with these fins - it covers things like durability more credibly than any other equipment review I've seen.

Click to expand...

I'm looking forward to this too.

REVAN said:

View attachment 40630

Click to expand...

Nice pic!
That's a lady I've wanted to meet for a long time, heck of a diver.
Is Annabel now using the x20 as her primary fin ?