Monday, March 28, 2016

How To Use Owners Manuals to Overcome Buyer's Remorse -- ELEKTRON ANALOG FOUR example

Owner's Manuals should always include text that reinforces what the product is and does for the customer.

This is the manufacturer's last chance to overcome buyer's remorse, diminish returns, and encourage customers to recruit their friends.

When a customer receives a product from a store or from a delivery method, ecstasy is quickly followed by doubts, misgivings, disappointments.

"Is this really such a great purchase? Did I make the best decision? Is this product living up to my expectations and the hype to which I was exposed? Did I waste my money? Should I return this and get something better?

The Owner's Manual is a fantastic opportunity to answer these questions by truthfully emphasizing how incredible the product is and why the customer made the right purchasing decision.

Owner's Manual introductions are the manufacturers way to give the customer ammunition for responding to questions from friends, like: "Why did you spend so much money on that thing? Why didn't you buy what I own?"

However, most owners manuals fail to do anymore than say "Thanks for buying our product. Please read this instruction book carefully."

Here's what Elektron provides in the Analog Four reference manual.



Some things never go out of style. They seem to possess an inner, timeless quality, an objective trait that sets them apart from the rest. Makes them stand out. They can be found in all areas of human activity, throughout history.

From science to art, literature to architecture, photography to theatre - works of art embodying the essence of these expressions are found everywhere. Including, of course, within the domain of sound.

Making and shaping sound using analog circuits goes far back in time. Initially used in compositions dating from the first decades of the 20th century, analog circuits were popularized in the 1960s thanks to artists such as Wendy Carlos.

Today, they are frequently emulated by both hardware and software. Their legacy is impressive.

The analog tone and timbre has become synonymous with appealing sounds. Rightly so. The depth, fullness and slightly skewed characteristics of analog sounds speak directly to us.

As the French poet Baudelaire noted:

“Irregularity, in other words the unexpected, the surprising, the astonishing, are essential to and characteristic of
beauty.” (Intimate Journals, 1930).

We at Elektron owe a lot to analog technology. It is in our blood. The Sidstation, our first product, featured an analog filter which was decisive in generating the unique sound of the synth.

With the Analog Four we return, in a sense, back to where we started.

Only this time we bring the knowledge and experience gained from the development of instruments like the Machinedrum, Monomachine and Octatrack. The result, we can confidently claim, is the best of two worlds.

Rich, warm and lucent analog sound, combined with the accuracy and precision only state of the art digital control can achieve.

This makes the Analog Four not only a perfect match for our existing product lines - the instrument is also ideal for any modern studio or live setup in need of that inimitable analog sound.

The Analog Four is our contribution to the proud history of analog instruments.

Enjoy the power of true hardware,

The Elektron Team


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