If you are under 40 you probably escaped it.<\/p>\n\n\n\n
If you are over 50 you suffered through it time and time again.<\/p>\n\n\n\n
The dramatic ritual of other people’s slides.<\/p>\n\n\n\n
Remember those evenings?!<\/p>\n\n\n\n
Everyone in the dark for hours watching images of a holiday scroll by.<\/p>\n\n\n\n
Someone else’s.<\/p>\n\n\n\n
Actually, more often than not, another couple’s.<\/p>\n\n\n\n
Maybe there was a beautiful one here and there, but a parade of sunsets, portraits, her on the terrace, him on the beach, the restaurant, the hotel, the palm tree, the incredibly nice lifeguard (the wife said), I did not find him that nice (the husband replied).<\/p>\n\n\n\n
And then the dune buggy, the excursion, the camel etc.<\/p>\n\n\n\n
You get the idea, right?<\/p>\n\n\n\n
Today, now that this terrible social ritual is gone, you can experience the exact same chills in two ways.<\/p>\n\n\n\n
One: open a random Facebook profile and scroll through the photos uploaded there.<\/p>\n\n\n\n
Two: watch the majority of boat videos (or photos) found online.<\/p>\n\n\n\n
In both cases you get the same emotional involvement you had with another couple’s holiday slides.<\/p>\n\n\n\n
Maybe you find a couple of better shots, or an image worth pausing on that truly gives you an emotion.<\/p>\n\n\n\n
But for the rest it is a sequence of scenes that are always the same and always mute.<\/p>\n\n\n\n
Mute because they tell you nothing.<\/p>\n\n\n\n
There is no story, no narrative, no evolution.<\/p>\n\n\n\n
Photos? The boat is either empty and stationary, or with him and her.<\/p>\n\n\n\n
In the second version it can be either stationary or moving.<\/p>\n\n\n\n
Thanks to AI, today we also have images of boats moving without him or her.<\/p>\n\n\n\n
Videos? A boat sailing (shot from a drone). Crew layout: him at the helm, her on the sundeck (bow or stern).<\/p>\n\n\n\n
Some heroic screenwriter even thought of a highly courageous interpretation with her at the throttles, but generally with the boat stationary.<\/p>\n\n\n\n
Perhaps to show that the lady can also stand up and not just lie down soaking up the sun.<\/p>\n\n\n\n
The end.<\/p>\n\n\n\n
So, since you spend money on photo and video productions, why do you condemn yourself to communication that is as attractive as other people’s slides?<\/p>\n\n\n\n
A boat is a boat.<\/p>\n\n\n\n
Reduced to the essentials: something that keeps you afloat and, if desired, moves you from A to B through the water.<\/p>\n\n\n\n
Every boat guarantees this.<\/p>\n\n\n\n
Even your competitor’s.<\/p>\n\n\n\n
What only you can give me is a reason to choose yours.<\/p>\n\n\n\n
Not a list of features.<\/p>\n\n\n\n
A reason.<\/p>\n\n\n\n
Take me to the North Cape in August.<\/p>\n\n\n\n
Make me feel like I am the only one in the bay at six in the morning.<\/p>\n\n\n\n
Or convince me that with your boat moored in the harbour I will look like someone who made the right choices in life.<\/p>\n\n\n\n
The “smooth passage over the wave” and the “large and spacious sundecks” can still be shown, but inside a story they become proof, not promises.<\/p>\n\n\n\n
You let the client form that idea without needing to tell them all over again using the exact same words.<\/p>\n\n\n\n
Some of the most successful brands focused precisely on this change of perspective.<\/p>\n\n\n\n
One shipyard and one accessory brand.<\/p>\n\n\n\n
Absolute Yachts, with the Navetta series, sold volume, comfort and a “home-like” life on board – meaning a promise of a living experience beyond the boat.<\/p>\n\n\n\n
Dockmate received dozens of inquiries because they showed the beauty of stress-free docking, rather than showing how ergonomic the remote control is.<\/p>\n\n\n\n
In short, give me something that is emotionally valuable to me.<\/p>\n\n\n\n
And then I think, what if the reason is actually something else?<\/p>\n\n\n\n
That is, brands create boring content not because they cannot do better, but because they are afraid to tell a story – because a story implies a point of view.<\/p>\n\n\n\n
And a point of view implies that someone might not share it.<\/p>\n\n\n\n
Much more comfortable to make the drone boat video sailing along.<\/p>\n","protected":false},"excerpt":{"rendered":"
If you are under 40 you probably escaped it. If you are over 50 you suffered through it time and time again. The dramatic ritual of other people’s slides. Remember […]<\/p>\n","protected":false},"author":1,"featured_media":1919,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[713,710,571,17,711,508,712],"class_list":["post-1921","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-boat-videos","tag-comunicazione-emozionale","tag-marketing-nautico-2","tag-nautical-marketing","tag-neuromarketing","tag-storytelling-en","tag-video-barche"],"yoast_head":"\n