TownLinePaint.com!


You are, what you say you are!


As a paint dealer, I always struggled to describe my profession to someone who asked, “What do you do for a living?”


While I never held much admiration for lawyers, I’ve always admired how succinctly they were able to answer that question. “I’m a lawyer” is to the point. You could just say “lawyer!” And that would be enough! People would understand what you do.


Same for doctors, accountants and actors! Truck drivers too! Two words, but just as to the point!


To people from outside our niche, I never thought "paint dealer" was quick to the point. Like a drug dealer, without the legal issues? For most of my career, “I own two paint stores in THE city” served as my typical answer.


Long! But it answered the question!


“Paint retailer” comes closer I suppose, and is more easily understood. But that term didn’t join the lexicon until about a decade ago. I was already too indoctrinated to adopt a new moniker.

And now, since I sold my stores, I don’t even have paint dealer to use!

Monday, I had my first face-to-face meeting in quite a while. The women I met with knew my sparring partner Guy and while we were chatting the woman said “Guy tells me you’re a writer! What do you write?”


So I asked Guy not to tell anyone I’m a writer anymore. It’s doesn’t answer the question!


Townlinepaint.com went live as I’m writing this at 10 PM on Tuesday night.


This did not come as a surprise, but I had no problem generating excitement as if it had been one. It took 112-years of my family smelling like paint thinner to get here, so I forgave myself the fist pump and the “YES!”


Like the day I came back from down Love-5, Love 30, to beat Julian (insert French last name here bc I forgot) 7-5.


When I got to 5-5, Julian blamed the racket (for the first time).



Townlinepaint.com and the sites of THE Revolution have a long way to go, but at the moment, I’m celebrating how far they have come. The hardest part to build is the foundation. Now, the fun begins!


Townlinepaint.com!

We all know: the process of purchasing a can of paint starts with color. In your stores you see it everyday: consumer selects a color from the chip rack, and walks it to the counter where your staff suggests the best paint for the job.

As it is in your stores, it is on the sites of THE Revolution!


Because if you are going to attract DIY consumers, you’ll need a path and methodology to purchase which they are comfortable with!

Only the location, from your brick and mortar to your online store, has changed. On your web sites, THE DIY consumer will expect the same experience as if they were in your stores: they pick the colors, YOU guide the paint selection!

THE Revolution

And now, one dealer, in one town, has the ability to meet the digital consumer where they are. Now, in one area of Massachusetts, a dealer who used to draw customers from one zip code, can draw them from three!

Now, in three zip codes in Massachusetts, consumers who Google “paint near me” will find Benjamin Moore, C2 and Farrow & Ball on the virtual shelves of Town Line.


THE premium brands homeowners want, locally owned! More attractive than the big boxes and chains.

I rarely leave then house these days, but the news tells me I will again, perhaps in a few months? Eventually, this plague on our house, Covid, will pass and we will all be free again to, “move about the cabin.”

When that happens, I’m sure I’ll meet a new face. And someone will ask me, “What do you do for a living?”

And finally I can find comfort; in the simplicity of my answer.

I’m an e-commerce executive!





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