More Than 80 Years Old, Yet Still Relevant for Nautical Marketing
It’s attributed to Antoine de Saint-Exupéry, though its true origin is unclear. The message, however, is profound:
“If you want to build a ship, don’t drum up people to collect wood and assign tasks and work, but rather teach them to yearn for the vast and endless sea. Once they feel that longing, they’ll immediately set to work building the ship.”
Easy, right? And think—we don’t even need to ask them to build the boat; we just need to inspire them to want to buy it.
These words should always be on our minds, especially for those of us in communication and marketing. Yet, nautical communication is often focused on entirely different aspects. Typically, it revolves around three main points: speed (how many knots it makes), customization (how tailored it can be), and luxury (how exclusive it is).
Very little, if anything, is said about the experience of being at sea—the beauty of endless possibilities, the joy of reaching places inaccessible to those on land, the chance to spend exclusive time with loved ones, the countless adventures that every journey can bring…
Nothing about how being at sea makes you happier and healthier!
Boats are not like cars; you don’t need a boat, you want one. If I don’t first make you crave an experience that requires a boat, why would you bother with an item that costs you money and brings you worries even when it’s not in use?
Moreover, when the type of communication that “defines us” is: “With my boat, I show how rich I am,” there’s an unpleasant side effect.
This isn’t about politics; it’s just a fact. Especially here in Italy, where the blend of Catholic and Communist mentalities (money = the devil’s excrement on one side, exploitation of the working class on the other) has created the idea that: if you have money, you must be a bad person. Emphasizing this theme has many negative consequences.
Why do you think the 2007 Communist Refoundation Party campaign titled “Even the Rich Cry” used a yacht instead of a polo match, a chalet, or a Rolls Royce?
Lastly, there’s another benefit to sparking the desire for the sea: if we convey this message now, we’ll create “evangelists” who will educate future generations, benefiting the longevity of companies that can already see the customers of tomorrow.
I sail because my father took me on the boat when I was a child. This is true for 75% of adult boaters, according to a study by the National Marine Manufacturers Association (USA’s nautical industry association).
Failing to inspire young people with the love for the sea today means settling for only a quarter of the potential customers in 20 years.
So, the next time you give your company a voice, think about how much you’re promoting the yearning for the sea before trying to sell your boat. And if you’d like help doing so, book a free one-hour consultation by emailing info@lliquida.com.
