Ask yourself a question (and, above all, give yourself an answer): how many of your clients buy a boat to be seen, and how many buy it to actually do things?<\/p>\n\n\n\n
And I\u2019m not just talking about the kind of things you can\u2019t mention in front of minors.<\/p>\n\n\n\n
Or perhaps with someone who isn\u2019t exactly on the family register.<\/p>\n\n\n\n
I mean: actually going to sea.<\/p>\n\n\n\n
Excluding a few categories (charterers, water taxi drivers, fishermen), a boat is bought by those who want to satisfy a craving.<\/p>\n\n\n\n
Not because it\u2019s essential for survival. A craving, exactly.<\/p>\n\n\n\n
So, try to imagine being your client.<\/p>\n\n\n\n
When they go to the Genoa Boat Show, to Cannes, or when they\u2019re browsing shipyard websites, the underlying thought in their head is: I want a boat so I can […]<\/p>\n\n\n\n
What is the desire inside those brackets?<\/p>\n\n\n\n
Is it a status symbol or the chance to go where those without a boat cannot go?<\/p>\n\n\n\n
Am I looking for a personal outlet or do I want to take my family there to spend moments together?<\/p>\n\n\n\n
Well, that is what changes the way they choose a boat.<\/p>\n\n\n\n
And above all, it\u2019s what changes the way they “notice” your communication.<\/p>\n\n\n\n
Take three typical clients:<\/p>\n\n\n\n
The first one wants a boat to go swimming from morning till night.<\/p>\n\n\n\n
They couldn’t care less about the interiors.<\/p>\n\n\n\n
They look for comfortable sunbathing areas, shaded spots, audio entertainment – the fridge matters more than the galley.<\/p>\n\n\n\n
If you show them a video that alternates between sailing in the middle of nowhere and polished interiors, they might watch it all.<\/p>\n\n\n\n
But as soon as it\u2019s over, they won’t even remember the shipyard’s name.<\/p>\n\n\n\n
The second one spends the week with their family cruising around the archipelago.<\/p>\n\n\n\n
They are willing to give up outdoor space just to have a decent galley even on a 30-footer, where they can eat in the evening sheltered from the night dew.<\/p>\n\n\n\n
Basically, they only buy what they see as useful.<\/p>\n\n\n\n
The third one wants to be seen. A flashy boat, regardless of the size. Fluo upholstery or an unusual color convinces them more than a spacious head or a guest berth.<\/p>\n\n\n\n
Three clients, three different communications.<\/p>\n\n\n\n
Three ways of telling the story of the same boat.<\/p>\n\n\n\n
If yours doesn’t change, the fault isn’t the boat’s.<\/p>\n","protected":false},"excerpt":{"rendered":"
Ask yourself a question (and, above all, give yourself an answer): how many of your clients buy a boat to be seen, and how many buy it to actually do […]<\/p>\n","protected":false},"author":1,"featured_media":1832,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[298,603,565,674],"class_list":["post-1834","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-comunicazione-nautica-en","tag-customer-experience","tag-lead-generation","tag-strategia-di-vendita"],"yoast_head":"\n