A (mostly) local example of permission-based marketing

I'm fairly certain that Wally von Klopp of Pine Cheese Mart (a.k.a. Von Klopp Brew Shop) is not related to Seth Godin, the Elvis (minus the rhinestone jumpsuits, naturally) of Permission-based Marketing. But they do have certain important things in common. They're both dry-witted, gracious to the point of courtly, insanely knowledgeable about their business, and they both make their gelt selling things to people who don't feel in the least bit hustled when the transaction's done. Whether the transaction is in person, over the phone or via email is completely irrelevant.

So it's more than a bit ironic that the email Wally sent to my husband about this year's California Grape Crush languished in the spam trap until almost too late to RSVP. Why? Because neither of us would give a retail outfit anything but a Yahoo or Gmail or Hotmail type email address. But over the years, the place we stopped for an ice cream cone en route to somewhere other than Pine Island became the go-to place for home winemaking supplies. It's been very gratifying to see Wally open a second location at the north end of Rochester. The second shop represents years of being a consultant rather than a shopkeeper, and I respect the living daylights out of that.

Niche retail outside of a metropolis is hardly the short road to riches--and I heartily doubt that the road is much shortened by setting up shop in a metropolis. Making a living for yourself and others working in a field you enjoy, however, eliminates much of the pressure to be all things to all people, to forever chase every newest new thing. Maybe some people would rather take the shortcuts and retire to their yacht and beach house as soon as possible. That's their preference. Me, I'd rather do business with someone I can both look up to and learn from.