Images, updates and footnotes to enhance your audio journey
PART ONE:
YOUR YACHTING ROADMAP
Chapter 4: Defining Your Product
How your answer to one question that clients never ask can decide whether you win or lose their business
What motivates or persuades a client to work with us, as opposed to our competitors, and what we can do to influence that, is the topic for Chapter 4 in Smart Yacht Marketing 101.
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​Plus...we uncover the one question clients are always asking themselves but rarely ever bring to our attention and how, if left unanswered, we stand to almost inadvertently lose their business.
We take a deep dive into the pivotal role that Unique Selling Points (USPs), features and benefits play in winning over clients...not just for the yachts we build, sell or charter but for every aspect of our business, our services and indeed ourselves.
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Answering one of the mantras of the book: 'How do we get our products and services not just known...but wanted', we tap into insight from the great Bill Bernbach, one of marketing's greatest ever advertisers and communicators.
And there's lots more on Bill below including one of his famous 'We Try Harder' campaign ads for Avis car rentals.​
The 'We Try Harder' advertising campaign for AVIS car-rental
Courtesy of Valcort.com 'The Top 15 Iconic Marketing Campaigns in History'
A word from the Author:
The technology, platforms and opportunities may well have radically changed, but with his focus on talking TO clients, not AT them, and with his emphasis on storytelling and establishing a unique voice as a way to stand out and foster relationships, Bill Bernbach was, in so many ways, the man who invented the rules for social media and online communication long before social media (and the 'internet' for that matter) was even invented.
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The example presented in Smart Yacht Marketing 101 and reproduced above, taken from the overall 'We Try Harder' campaign created for Avis rental cars by the Doyle, Dane and Bernbach agency, illustrates the effect that understanding your audience can, and arguably should, have on your marketing creative. It also underscores one key point we reiterate time and time again throughout Smart Yacht Marketing 101: the reality that, so often, the way in which you say and present a message to a client can be just as important in winning their business, and sometimes more important, than the message itself.
BILL BERNBACH
A Special Mention
Referred to and explored in depth throughout Smart Yacht Marketing 101 are the trailblazing marketing and communication strategies by the Doyle, Dane and Bernbach agency guided by the steady hand of master marketer, communicator and creative genius: Bill Bernbach - the 'Father of Advertising' and one of the original 'Mad Men".
Bill and his team understood, better than most, the often illusive yet fundamental premise for the success of any enquiry-led communication campaign: the secret to tapping into the client motivations behind any purchase.
And here he is sharing that secret.
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