How to mill in fall away, and how to mill relief into the frets, are extremely pertinent, and two things I've been pondering over the past months in attempts to take my fretwork to the next level. I'm aware of the concepts, and the importance, but haven't found the perfect way to implement them yet. I'll just be over here continuing to struggle and chasing buzz/choking out of the frets, though I really do wish I knew a better way. I've read over your description very carefully and will be implementing what I can right away.
I wrote a very, very long reply, with many, many things in it. But the long and short of it is this: if the method you're using works perfectly, it is the be-all end-all and there is no need for another method, and it definitely deserves to have a course created for it.
That can also be a potential funnel for people willing to come to the shop for personal instruction. As for Dave Collins' fears: use a simple disclaimer, something to the effect of "The information in this course has been prepared as meticulously as possible, but there is no substitute for hands-on, in-person experience and instruction. If you're a seasoned guitar technician or luthier, you may be able to implement these ideas to take your fretwork to a level you could have never dreamed of before, but if you're a beginner or a technician looking to truly master these techniques inside and out for 100% guaranteed results on every single job, consider coming to our shop in Ann Arbor for personal instruction at one of our Master Classes."
Now, for that, I'd just jack the price up. If you guys aren't offering classes anymore because it was not profitable enough, you'd need to charge an amount that would make it worth it. The worst thing that happens is people balk at the price and nobody shows up, but if you never offer classes again, you're guaranteeing no one will show up. If you charge twice or three times the amount you used to charge, or whatever price would make it worth it, maybe nobody shows up -- but if people do, you profit big time, and could afford getting a little more backed up on repairs.
That could include limits: offer a class but say it's only possible if x amount of people sign up at x price. People can commit to paying for the class, but only pay once the seats -- your profits -- have been secured, to make sure it's worth your time and the inevitable piling up of some extra repairs.
The marketing is already in place just by virtue of what your shop has accomplished, and the clients its served. "Some of the top guitarists and bassists in the world have relied on our services exclusively to meet their needs, and without fail over the past x years, we've delivered 100% of the time. Not a single guitar has left this shop with less than perfect frets since its founding. There hasn't been a single guitar or bass, fretted or fretless, that we couldn't get buzz free with ridiculously low action. And if you implement the skills and techniques we're about to show you, you'll be one giant step closer to achieving the same results for your guitar and bass repair business, or even just dialing in your own guitars to perfection."
The other alternative is just having the disclaimer, and continuing with never doing classes again, which is perfectly fine. You could even mention that: we used to offer classes, but no longer do, but for clarification, your results may vary without in-person guidance and instruction due to the extremely fine nature of fretwork.
If people need to know that results can't be guaranteed without in-person instruction, simply mention that, and continue to display the methods. I'd keep this in mind: "Don't let the perfect be the enemy of the good."
The reality is that the majority of techs are doing sub-par fretwork because they genuinely don't know any better. The only possible outcome I could see of someone purchasing an online Fretwork Mastery course is improving their fretwork -- even if they can't get to the level you guys are at, they will likely vastly improve their skills. I don't think it's possible that it would lead people to doing *worse* fretwork or ruining people's guitars because they tried and failed to implement the methods discussed. Most people techs are already doing that all by themselves, simply by using imprecise fret leveling, because again -- they don't know any better because they never had any access to good information that has been tested in fire in the real world.
I will say that with a good long focal length (e.g. 105mm) macro lens, a good tripod and good lighting, you can show more than you might think is possible. But thinking that the videography has to be super professional is also a self limitation. Even just basic shots and a good, clear auditory explanation may cover everything necessary.
Even explaining the "sliver of light" -- any techs with experience will immediately know what you're talking about. You can simply describe "I'm looking for a sliver of light around x fret, that gradually disappears completely by the x fret."
Again...from the sounds of it, you are already over-qualified. The obsession with perfection can really obstruct things. "Don't let the perfect be the enemy of the good." A course is a one-and-done, something you can work on in the background and piece together slowly, and once it's completed, you have a digital product that you don't have to do a single thing with but collect checks and PayPal payments from.
Dave Collins' reservation is probably the potential for spreading misinformation, from people misapplying the concepts, due to a lack of in-person instruction. However, again...disclaimer. Make it clear that you're doing your best to clearly explain and clearly show these methods and exactly how they work, but without in-person instruction, results can't be guaranteed.
The thing to remember is that people will still be willing to pay for that information with that full knowledge. So if the sales pitch of guaranteeing techs will improve their fretwork to unseen levels rubs you the wrong way -- you could simply package it as an insider glimpse into the Ann Arbor shop / Dave Collins' fretwork method.
Then there are no pretenses about people fully developing these skills. People will pay for an insider look into the methods, even without a promise that they'll be able to do the same thing after watching the course.
I think the information is extremely valuable. To get those kinds of results, it is worth paying just to be able to watch someone do it, and explain how they're doing it. And then it also makes a legacy of it, instead of leaving that information to rot away and get buried under the sands of time.
And you guys deserve to profit from it. I'm not a business guy, but it just makes logical sense that passive income could be a great help to the business. And the fretwork could be the crown jewel, but all the other work you guys do -- you could have any number of courses on tricky repairs and special techniques you all use to get beyond professional results. Acoustic top crack repair master class, vintage and modern guitar and bass finish repair and restoration master class, etc., neck resets, setups as you mentioned, etc.
The list just goes on and on. The fretwork seems the most critical to me as there is literally no information about this anywhere on the entire Internet. I'm not even joking. Pretty much 100% of the information online is useless and comes from people who have not done a real-world deep dive into fretwork, who depend on getting the most perfect results possible. That information is extremely valuable, and again, deserves to be shared.
And you guys deserve to profit from it. Obviously this may be tough to balance while drowning in guitar and bass repairs. But the trade-off is that the courses are a one-time deal, so once you manage to siphon away the time necessary to make them, it's a done deal.
I could very easily see this being pitched on Stewmac. They have a huge platform, from hobbyists to professionals. Anyway, I'm just getting over-excited because I'd love to watch a course like that myself as my Strat sits here in fret purgatory.
And I've been doing fretwork for over 17 years. That's how desperately this info is needed. To bring it all full circle, even this thread is evidence of this: why would someone go online and make a thread about fallaway? There's gobs of information about fallaway on Google.
The problem is there is no GOOD information about it, or how to properly implement it. For example, I'm sitting here wondering if I should just put some tape over the first or second frets and use a full length beam to level some fallaway into the entire board, because where it is right now isn't working. I'm taking shots in the dark at this point. This is where 99% of people are with fretwork if they took an honest look at themselves and their skills -- the 1% sounds like it's guys at your shop in Ann Arbor.
One more time: "Don't let the perfect be the enemy of the good." And for concerns about people not being able to apply the information accurately due to lack of in-person instruction, use the disclaimer, whether you decide to offer classes again or not.
There are also people like me with agoraphobia who couldn't make it out to places to learn even if someone had a gun to our head, but we want to learn too
