Reply To: NEW PLUGIN: Purafied 5420 🐼 Only $4.20 for 38 hours!

[mustakatu]

@linkedmusicians, because that’s how great marketing works, its core principles are universal in the most aspects. Watched the promo video, essentially it’s a comedy show, just some more points gained.

His products are good, and he knows that, that’s why he’s so confident. They can easily compete with a hundred years UAD code, and that’s why he’s so aggressive. He understands the current state of “sale” shenanigans and mocks it with his pricing strategy, deeply devaluing his products but making hundreds of thousands because of an enormous quantity of buyers who 1) never heard of him before, 2) never would buy something from him otherwise, but will become loyal customers after actually trying these plugins, 3) weren’t even interested in the field of mixing, e.g. bedroom producers, singers, hobbyists, whatever, “let’s just all jump into that boat”. That’s a hugely enhanced audience compared to the usual “engineering” stuff of his competitors. The next part, of course, is supporting that new user base, maintaining the products, giving proper upgrade routes and so on, we’ll see how it will go further, nobody knows for now. But he’s going the same route as Korneff: praised by professionals, stable, cheap, fast troubleshooting, active on forums, lots of ironic trickstery, populism. Even the day when he released this: after every developer made a BF deal, everyone’s tired to death comparing percentages of $29 plugins and bought almost all what they “needed”. It’s a perfect impulse-buy time for something you have a natural sympathy for. Really well thought out.

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