The more aspirational your business is, the easier it is to get your message out.

But what if your business is one most people find boring?

One of our clients is a financial services company. They only deal with crew onboard superyachts.

They are excellent at what they do, ethical and are great fun to be around. Nevertheless, financial planning? Snoozy, yes? Especially for an 18- to 35-year-old who is earning a lot of money and is surrounded by oodles of temptation to spend it on luxury goods and expensive treats.

Maybe you work in unappealing industry as well, and are having difficulty reaching a reluctant audience.

Here are two approaches we're having some success with. Perhaps you'll find them useful?

1. Make it fun

Crew onboard superyachts are paid very well. They also have no outgoings (food, clothing, accommodation, travel, etc are taken care of) and many of them don't have to pay income tax (because they don't live ashore in a tax jurisdiction). Over a 10- to 15-year career, it is possible to accumulate €1million to €2million. Yet, the vast majority leave yachting with nothing. They spend most of it on luxury goods and expensive food and drink.

Crew onboard superyachts are paid very well. They also have no outgoings (food, clothing, accommodation, travel, etc are taken care of) and many of them don't have to pay income tax (because they don't live ashore in a tax jurisdiction). Over a 10- to 15-year career, it is possible to accumulate €1million to €2million. Yet, the vast majority leave yachting with nothing. They spend most of it on luxury goods and expensive food and drink.

2. Make it about them

Yacht crew might not be excited about personal finance, but they do like anything to do with the superyacht business. So rather than talk about the client, we talk about the industry, finding fun facts and illustrating them. The brand travels with the visual as it is passed around. No hard sell. Just brand awareness.

Yacht crew might not be excited about personal finance, but they do like anything to do with the superyacht business. So rather than talk about the client, we talk about the industry, finding fun facts and illustrating them. The brand travels with the visual as it is passed around. No hard sell. Just brand awareness.

Oh yes. How to be boring?

Simply do the exact opposite of the suggestions here. That should do the trick.

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