Latest From The Blog

1212, 2017

WHAT A GOLDFISH CAN TEACH YOU ABOUT SELLING BOOKS.

A goldfish has a 9 second attention span!
That’s more than your online customer! […]

911, 2017

ONCE UPON A TIME – WHY A GOOD STORY IS ESSENTIAL FOR MARKETING

Are you sitting comfortably? Well, I’ll begin… Ever since Goldilocks staged a home […]

2410, 2017

DID YOU HEAR THE ONE ABOUT A MAN WHO BOUGHT A SUPER YACHT FROM A BROCHURE? NO NEITHER DID I

Selling a yacht? Let me introduce you to a new client. One you don’t know. He is an Information Super Seeker. He researches his next car, his next holiday – his next girlfriend. At home he is ordering a Lambo on line, and looks at a house to buy in London’s Mayfair. Everything he buys, everything he does – he researches, and he wants the information now. Right now. He is hungry for the latest technology and gadgets and controls his life from the iphone that he uses to change the tv channel looking for something to settle his attention on. He has access to 500 TV channels and almost every movie ever made, but rarely spends longer than 5 to 10 minutes watching. Now he wants a new yacht. He looks online for information. He finds endless photos. Meaningless technical information. Slow pointless videos that tell him nothing, except it’s a boat that floats. In the beauty parade of yacht brokers his only option is to blindly pick one. If you are lucky it maybe your deck he finds himself on. But it may not be. This is your sales opportunity missed. The moment his fingers access the internet is when your selling can and needs to start.

Here’s how.

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1110, 2017

IT’S NOT OSCAR SEASON FOR YACHTS

Fantastic news! You can now eat a meal on a yacht! You can jump off it and swim – and to top it all you can even have a glass of champagne. Indeed potential buyers must be ecstatic at the sight of a free basket of Moulton Brown goodies that apparently comes with the purchase of one particular multi million-dollar yacht. This is the level of information coming out of the latest yacht films. As one viewer commented ‘why do I watch this crap’.

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1409, 2017

WHAT THE CANDY BROTHERS DON’T KNOW ABOUT MARKETING

If I was to open a restaurant tomorrow serving hedgehog sandwiches I may not be in business long. Not unless I was opening up in a street serving pixies, elves and fairies. However there are a lot of video makers spreading butter on the pines of a hedgehog in fairyland.

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1112, 2015

PILE ‘EM HIGH AND SELL ‘EM CHEAP

Pile ‘em High and Sell ‘em Cheap! A bargain is a knock down price – whether it’s a can of peas or a luxury yacht. It’s the low purchase price no customer can resist. In 2014 yacht sales were fractionally up to 400 out of the nearly 1000 superyachts for sale worldwide, but much of the sales are the result of a cut price selling method usually used by big supermarkets.

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