I'm Terrible at Selling Myself
The part of running a mountain firm I hate most is selling it. So this time I'll say nothing — and let a group who walked the Cavalls del Vent do the talking.
Let me confess something
The part of running a business I like least is this one right here. Writing to tell you how good Altura is.
It makes me uncomfortable. Almost embarrassed.
What I actually love happens at two thousand metres, when a group reaches the hut wrecked and wearing that look of “I can’t believe what I just saw.”
That’s what moves me.
The rest — the ads, the sales copy, the “book now” — I’m not great at. And I think you already know that.
So today, someone else will sell
Today I’m not going to sell you anything. Someone else will.
A group that came from abroad to hike the Cavalls del Vent, in the Catalan Pyrenees. One of the most beautiful trails we run. When they got back, they wrote this. I’ll paste it exactly as they sent it:
“A few words about our excellent experience using Altura: After a couple of exchanges, outlining the type of adventure our group was interested in, Altura put together a full trip itinerary to complete the Cavalls del Vent trail in Spain. Beyond the necessary information about the hike itself, this report included other detail including cultural norms, wildlife and points of interest to consider when traveling in the area. Through multiple phone calls and numerous text queries over a period of six months, our Altura contact, Alberto was friendly, responsive and thorough. In the end, our group had an absolutely incredible adventure in the Spanish Pyrenees and a lifetime of memories. We felt safe and well-prepared, while still experiencing the joy of surprise found on the trail. I would absolutely recommend Altura to anyone considering a mountain trek, but are not sure where to start.”
Six months of messages.
Not a brochure. Not a “book now” button.
That’s what we do. And it’s the only thing I really know how to sell: being there before, during, and after.
If you’ve ever stared at a trek without knowing where to start, take a look at our routes. That’s exactly where we begin — with a conversation:
Un abrazo, Alberto
P.S. The best marketing I’ve got isn’t written by me. It’s written by someone six months later, still thanking the mountain.