Diving... The safe way.

Customers that lead to your store page too quickly aren't given the time to form a relationship with you.

Ahmed Gabr holds the record for the deepest scuba dive. An incredible 332 metres of depth took him 12 minutes to reach and another 14 hours to ascend to the surface again.

It's always interested me why a diver's ascent from the depths takes so long.

It looks something like this:

The diver climbs a short distance.

The diver waits as their body decompresses the nitrogen in their blood.

Then they climb another short distance.

Ascend, wait, repeat.

Until they EVENTUALLY reach the surface.

Yes, ascending takes a lot longer than how it's made to seem in the movies.

And this long process isn't just for fun either.

In fact, I'm sure Gabr would have swum straight up just as quickly as he came down if he had it his way.

Here's the thing:

If a deep-sea diver is pulled up to the surface too quickly,

the damage could be lifelong.

I once met a man who was wheelchair ridden from ascending too quickly while diving in his younger years.

My point is this:

The risk in pulling your customers up from the depths of the ocean to your store page too quickly is that it could be the first and LAST time they ever dive with your brand.

However, when a customer is given the opportunity to ascend slowly, getting closer with each interaction week by week, they arrive to the boat healthy and ready to buy.

Both ways they make it to the boat.

One way takes longer.

But maybe it's worth it when healthy customers make a healthy streetwear brand.

See if this helps:

Don't be so concerned about your customers finding out about your store page and the clothing you sell from the get go.

Take it slow.

Meet them where they are at in the depths - what's already valuable to them?

And add a few stops along the way as they get to know your brand.

Anyway, a customer needs 7-10 interacts with your brand before they're ready to buy.

So make them good ones!

Truly,

Elijah