- a premium experience is what I'm hoping to provide. It's what I offer through the experience of buying from us. Do you have any suggestions for what I could work on to provide a more premium browsing experience? Are you saying that my photos and navigation should be better? If so, what would you like to see different about them?

- You're totally right. The knives page is just a bunch of knives. I know them, and I wasn't able to unknow them for the sake of development. I offer explanations of the knife type on the browsing page for each knife type, but you're totally right that the general knife browsing page should be different. Should I only list categories and a brief overview of which category is for what use?

Also, I love the idea of building a "Choose your own adventure"-style navigation, separately, to help focus your search.

- I'll add an explanation of why hand-made is better. I think I started to go into it in one of the artcles, but I should make it more clear and available. Where would you like to see that kind of information?

- International shipping was a total oversight. Thank you! I'll clarify that today.

I'm curious about your silicone and magnet sheets, do you have a link to something similar online? I've never heard of this. I am working on knife rolls, magnetic wood knife racks, and individual knife covers as well.

(First, rereading my post, I didn't mean to come across as asshole-isch as I was - it's just what happens when I type stream-of-consciousness style and don't edit...)

- 'premium' - sorry that I have to cop out here, it's one of those 'know it when you see it' things, I'm not experienced enough to be able to consciously tell how to improve... For example the photos - they're high-res, functional, definitely above-average - maybe what I'm missing is some emotional appeal? I know this is weird coming from someone who complained about 'Japanese sword master mysticism' before, and while I do appreciate high-res zoom shots, the product pages don't make me feel that my life will be better with one of these knives. Again, sorry that I don't have actionable advice and I do know that I sound like a whiner, I'm just trying to articulate why I don't hit the 'buy' button right away, and I'm having a hard time (marketing is hard, of course). Maybe let me say it this way - when you look at the BMW website, you'll have a hard time finding functional photos of cars or interiors; it's mostly 'action shots' and closeups of interior details. I tried to find out once, before buying one, how the trunk was organized - and I had to refer to photos on second hand sites to get an idea, because I couldn't find anything like it in the official materials. Now, rationally, I was annoyed about that - but the detail shots of fine chestnut interior veneer did more for building a mental image on what it would be like to own one than 'functional' shots would have... Again, not saying you should ditch the functional shots, just trying to convey how it feels as a 'visitor', which (as I know from firsthand experience) is impossible for you to do when you've poured 10's or 100's of hours into putting all of this together...

- Come to think of it - maybe you can try to experiment with the 'add to cart' text on the button. That feels so... Amazon... which feels cheap and everyday to me (again, personal opinion), not something I'd associate with a luxury purchase. Same with the 'Showing all 12 results' text - there are only 12 knives (as far as I can tell?) so this seems so... boilerplate.

- About texts; take this one: http://www.buttermilksupply.com/shop/knives/shigehiro-sumina... ; one paragraph: "The cutting edge is wrapped in a beautiful hand-built suminagashi (damascus) steel from Yoshikazu Ikeda. Ikeda-san’s damascus is even more beautiful in person. It’s a beautiful pattern, and my favorite damascus pattern, that is specific only to Ikeda-san." Uses 'beautiful' three times in three sentences; uses 'Ikeda-san' which you have to know a bit of Japanese language/societal peculiarities for to know how to relate the 'san' to the name mentioned earlier; and it doesn't say what's unique about the pattern. Probably people who have had several of these knives in their hands think this last point is silly and obvious, but to me (the buyer who is trying to figure out what the difference is between the 12 knives on the 'knives' page), it doesn't take away any confusion - maybe even adds to it.

- At the bottom of each page: "Buttermilk Supply is a carefully curated shop of handmade knives, tools, and lifestyle goods all in the name of good food." Except you also sell hair cutting supplies? Which is fine, and this is a really minute point, but it's all little, tiny details like this that take away the illusion of laser-like focus on one specialty, that one thing you want to signal 'we are the best in the world at this'. (which might be 'suppliers of sharp things', not saying you should ditch the scissors, but then your tag line doesn't fit any more)

- As to presentation - the blog posts about different types of knives and steel were buried at the bottom I saw later. Maybe at the top of the 'knives' page, add a few sentences: 'looking for a great knife for hobby cooking? pick either a, b or c. Looking for the best knife money can buy for cutting meat? Go for d or e. If your hands are < 10 cm, buy size xyz1, otherwise xyz2'. Then you can link each of these to the more detailed posts. (obviously just examples of selection criteria)

- The selection criteria on the left (gyotu, petty, santoku, nakiri) mean nothing to me, and I suspect many of your visitors. I just clicked through each of them and only today noticed the description at the top on those sub-pages (which you mention in your reply). . You could measure how often people click there with analytics tools, but I'm not sure if click rates would say something about how well people understand it; maybe there's research about it somewhere. Either way, I guess this is a trade off between 'functional' style navigation and 'selling high-end product'. Maybe a 'what knife should I buy' link at the top of the navigation on the left would be enough to take away the indecision point, where people are interested but don't know what to choose? A sort of 'escape hatch' for those moments you're not quite sure where to next?

- I have these silicone sheets: http://www.bol.com/nl/p/bisbell-magmates-mesbeschermers-2-de... , albeit in different colors . They can be cut to any length with any normal pair of scissors, to make them fit knives of different lengths. I'm sure there are many more products like this out there, though.

I hope this helps at least a little bit - not a lot of 'hard' advice or facts, I'm afraid... If I knew the secret I'd probably be on a beach in the Bahamas right now instead of procrastinating in an office :) I love high-quality, specialty items but for me they also have to be functionally better; I'd never buy a mechanical Rolex because mechanical watches are inferior in time keeping quality to electronic watches (I wouldn't buy a Rolex at all because I can't afford them :) , again just an example). What I'm trying to say - I not convinced that a Japanese knife cuts better than another one, because I have a hard time imagining what there is to be 'better'.

Just had another thought (after that I'll just hit 'reply' before this turns into a book) - something I, as a hobby chef, would like to learn/be able to do is prep as fast as a real chef, or at least faster than my current '1/2 second per cut' technique. How about adding some 'knife skills' videos, showing off why your knives help to cut faster? One of my personal problems is that the part I just sliced off clings to the right of the blade, and then on the next cut, they get pushed off and roll all over my kitchen. Chefs on tv just seem to slice and the chopped bits stay nicely on the chopping board. A 'knife skills' video tutorial series could show off your offerings (and even if your knives aren't better than many others at this specific thing, they could still drive traffic to your site).

- Glaring Issues

You're selling a high-end product. The carousel at the top of the page has a video of a man hand forging a blade with a "Learn More" button. When I click that button I get... A page full of knives. WTF?

I am immediately left with the impression that the person who built this page was not connected to the message being conveyed. The result does not match my expectation. That is a deadly sin to commit on a component of the website that is front and center.

- General Sales Feel/Pitch

Buttermilk has to decide how it is going to sell. Are hand forged knives technically better than precision automated manufacturing? If so, I need a clear explanation of these advantages in language that equates to objective data.

Currently, when I click on the links to learn more (knives 101, why carbon, etc), I'm given a mix of information-overload and a message that seems set on convincing me that the decision I'm about to make is going to be really complicated. Maybe it is, but as the seller, it's your goal to make me feel confident in my purchase as quickly as possible; not bury me in knowledge.

It doesn't help that you start out with a pitch that is very likely to put off many prospective buyers. For example, our household has used a set of Wusthof knives for the last five years or so. We "upgraded" from a set of (crappy) Oneida knives that were horrible. My wife adores the Wusthof knives.

It is very difficult for me to trust information from a source that tells me how horrible these knives really are. This directly contradicts my experience, and degrades my confidence in the speaker. It tells me that the person speaking has a perspective that is incompatible with mine. Maybe I would drop $300-$500 on a kitchen knife, but I wouldn't take this speaker's word for it.

# Selling High-End Stuff

Maybe it's not about specification or vague technical superiority at all though. There are parts of the copy that give me this sense, but it's not consistent. IMO, if someone is going to spend $300 on a knife, they're going to do so because of an attachment to aspects of the product other than objectively quantifiable specification. As the seller of a high-end product, you need to identify these subjective, qualitative strong-points of your product and lean heavily on them. If the knives are hand made by Japanese craftsmen, then you're sitting on one of the most compelling "authenticity" plays in the product world. Leverage that shit!

Here are some examples of videos that aren't necessarily selling something, but they create a strong sense of desire by illustrating the product's authenticity.

The Birth Of A Tool. Part III. Damascus steel knife making - https://vimeo.com/56287630

I don't just want one of those knives; I feel compelled to own one. It wouldn't matter what the product is. When I watch that video, I feel like I'm part of the process. The quality of the product takes a back seat to the authenticity of the product. I'm not saying Buttermilk should ignore the objective advantages of carbon steel versus stainless, but I am saying that I think it's a smaller part of the story.

Hattori Hanzō Katana (Kill Bill) - MAN AT ARMS: REFORGED - https://www.youtube.com/watch?v=CNuEDtnVdeM

This video has a lot more of a "NatGeo" feel, but if you listen to the language used by the smiths, it's very compelling. Especially the guy talking about the Japanese philosophy as it relates to forging and toolmaking. Very compelling stuff. Fare more so than a list of steel types.

Sometimes an object is more than the physical thing. Its story contributes to its desirability. Given the product you're selling, you should be taking advantage of that fact.

How to Knock Off a Bag - https://www.youtube.com/watch?v=a11wlngpuSY

Last, but not least, if you're going to say bad things about your competitors, you have to get creative. This classic from Saddleback Leather is a master course in making your competitor's products look like garbage without diminishing your own credibility.

- Glaring Issues: You're totally right. I need to build a landing page for that link. I had originally hoped to create an enticing link to get people into the shop, but I'm realizing it just seems misleading. It had been on my to-do list, and I clearly should've finished that before posting.

-General Sales Feel: This is actually a bit of a problem. Quantifying the characteristic benefits of hand-forged knives, made by people doing it their entire lives, is close to impossible. Any knife is capable of taking a sharp edge and cutting things. How long it holds an edge, how well it performs when cutting food, how it feels, I don't know how to equate these to reasonable metrics. I could give a 1-10 personal rating based on my perception of each knife, but would that make sense? Or help?

I had heard about the "brands to avoid" issue from another poster, and I totally agree with you. I'll be working on changing that tonight. All I meant to say, especially regarding a company like Wusthof, is that price/value ratio is not right. You can get a better knife than a Wusthof for the money. Wusthof still makes some worthwhile knives if they fit your style, but they also produce an incredible amount of not worthwhile knives, at slightly lower prices, in an effort to capitalize their trusted brand name. Again, my apologies for any offense I've caused. If a person loves any knife they have, then it's a good knife.

You're also right that it's an information overload. I feel that it's my responsibility to educate where I can; I'm not just in this to make money. It doesn't seem fair to sell knives like these without offering people a local way to learn the elementary concepts of these knives. What would you suggest I do otherwise? Should I keep these articles but produce simpler and abbreviated ones that could link to the full articles? Where would you want to see this information?

-Selling High-End Stuff: That's a good point. Ultimately, I want make my shop accessable to chefs and the industry. Yet, it will be essential to orient myself towards the home enthusiast, be it the collector or home cook. I believe that the majority of my sales will go to home users. Yet, some of the posters have called out the hand-made, pedigree, and tradition aspects of my content as bullshit-y. I think that both sides are important, but I still haven't found my balance of fully expressing both. Is there product copy that you think works particularly well, or poorly?

That video of John Neeman, god damn. So picturesque. Process videos, use videos in fine-dining restaurants, etc. are on my list. I won't be able to get back to Japan this year, so it'll be a while. I'm working with some American makers, so I may approach this idea with them. That's one hell of a video.

Are there any videos that you would've liked to see on my site?

Thanks again!

- On quantifying the benefits

This goes back to that fundamental challenge of deciding how you want to sell. IMO — and this is just me — trying to quantify aspects like feel is a fool's errand. Feel is experience; communicate experience. How do you do that? I would focus on producing materials that appeal to the senses. Photos and video, primarily. Find ways to communicate the experience of using your product. Create visual associates with environments and traditions that your target buyer will identify with.

- On competitors

I like that you've recognized the problems with that copy. I would make an effort to acknowledge that your product is different than what these other companies produce. You want to create the feeling that there's something better out there, but you don't want to insult the buyer's historical judgement. Focus on creating confidence, even when talking about competitors.

> If a person loves any knife they have, then it's a good knife.

You have to find a way to work this statement in to your copy. It is a garage door sized gateway to selling against your competitor's weaknesses. Your knives are designed to be experience; to be loved.

- On education

I'd break all this stuff up.

1) Knives 101 should not start with any content dedicated to knocking competitors. I would move that copy to a separate document titled something like "What's different about these knives?" Then speak to the differences. Use language that speaks positively about your knives, but avoids explicit negative statements about competitors. Speak to the absence of the positive attributes your knives possess in your competitors' products.

2) When authoring your site's education materials, start from an outline and drill down in to details. As the details emerge, a structure should appear. You'll find lots of "one of these things is not like the other" moments. The content will naturally organize itself.

3) Don't overdo the education portion on your marketing site. Maybe you need a separate resource for education. I've been fortunate to work with some really incredible marketers, and any time I insisted that I needed to educate someone, I got shut down. Hard. I know it's a passion, but you may need to break it out in order for your marketing site to be effective.

- On markets

Maybe selling to chefs and home buyers is similar, but they strike me as very different. I would imagine that a chef is going to have a much greater depth of knowledge and feel for what they want. A chef will probably want to shop by steel type, because they will already be familiar with at least some of the types.

Your ability to execute on both through a single site will stretch the limits of simplicity. My business is business procurement. Care to venture what the the sell through rate would be if we sent a consumer through our business procurement process in order to buy something? I'm not sure if negative sell through rates are possible, but we'd give it a good run! Likewise with professionals (chefs) vs home buyers. I would expect that the pro is going to come to the table with far more knowledge than a home buyer. They're not going to be compelled by an authenticity play. This is a tool for them. They're likely to know what they want and will value the ability to quickly find what they're looking for at a good price.

You'll know whether I'm overstating the difference. You should make that judgement call though.

- On pedigree and tradition

Anyone who finds the pedigree and tradition elements of your product bullshit-y is not your buyer. They might speak loudly, but they're irrelevant. Based on the feel of your site, I'm guessing that you don't care to be Walmart or Target. The people who don't give a shit about pedigree and tradition are going to buy a knife at a retailer. They'll never value the qualitative aspects of your product, so you should discard their detractions.

- On videos

I think you're headed the right direction. I don't have any specific recommendations for you, unfortunately. The "Man at Arms" katana video is the most relevant thing I've seen to traditional Japanese forging techniques, but it's not at all appropriate for your site. Too bad the "The Birth Of A Tool" video isn't traditional Japanese. That's exactly the kind of video I would shoot for when selling to consumers.

I think your overall idea and product selection is really spectacular. One of my brother-in-law's went to Le Cordon Bleu and is building a career in fine dining, so I have some exposure to his knife obsession :) If you'd like to keep in touch, feel free to email me. My domain is bradlanders.com, and my email is [my first name] @ bradlanders.com.