Traditional Crafts Thrive on TikTok

Sam and Shaan discuss a boot maker who spent three years in Mexico learning traditional boot making but isn't leveraging this unique story in his marketing or social media presence.

Key Points:

• Untapped Marketing Story:

  • Boot maker named Will spent three years in Mexico apprenticing in a boot factory
  • This compelling origin story is completely missing from his website
  • Website only has generic content: "True small business. Hi I'm Will, I'm a hardworking guy passionate about craftsmanship"

• Existing Product Validation:

  • On Reddit, their boots (Chisos) are highly praised
  • Top post when searching "comfortable cowboy boot reddit" shows Chisos as "the most comfortable boot I've ever worn" with 17 comments agreeing

• Missed Social Media Opportunity:

  • No TikTok presence despite perfect fit for the platform
  • Niche traditional crafts perform extremely well on TikTok
  • "The weirder the better and the more physical real-world the better"

• Content Ideas for TikTok:

  • Show the boot-making process
  • Show how the factory looks
  • Cut a boot in half to demonstrate construction
  • Teach people about traditional boot making

• Business Situation:

  • They have "done the one hard thing that others aren't really willing to do"
  • Product quality is excellent ("the product is good")
  • Marketing and operations represent the remaining 80% of work needed