I WANT TO BE IMPRESSED, but I haven’t been yet.

Alum Bay (Isle of Wight) heading towards The Needles

Love it or hate it, if you’re in business you can’t avoid doing it. It’s hard to be good at something if you don’t like it. Sales & Marketing. I love it and simply want others to as well.

I have been around boats since 1979. I have only been in the charter industry for three years, but in that time, I have seen something that genuinely worries me.

Nothing I’ve seen has made me say, “I wish I’d thought of that.”

Technohull Attitude 35

Don’t get me wrong. I see nice videos. I see expensive drone shots of fleets at the Needles. I see high-quality lifestyle content. But none of it is clever.

Maybe I’m overthinking it? Does it even need to be clever? Maybe not but if there's no depth for me as a creator, there's no satisfaction. Part of that opinion is my marketing background where I used to revel in making something clever. Occasionally it went straight over people’s heads and didn’t work.

The boat charter industry is currently obsessed with looking pretty. It’s all lifestyle, sunsets and Champagne content. But where is the Utterly Seductive Proposal? Where is the dynamic thinking that differentiates one charter company from another? It’s the same in every industry though.

When I look through my marketing eyes, I am dying to see someone do something dynamic. I want to be impressed by a strategy, a headline or the company’s positioning, not just a camera angle.

“So what?” you’re probably thinking. I simply want people to enjoy marketing, it’s so much fun. Your creativity is only limited by your experience, confidence and reservations. It’s the best part of business in my opinion.

Business is about standing out and getting attention, not blending in.

(No offence intended to anyone - the AI image is a bit of fun)

Technohull Attitude 35

About the Author

Tim Coe is a professional skipper and the founder of Attitude Charter & Media. With over 40 years of boating experience navigating the Solent and filming UK offshore powerboat racing, he creates world-class marine experiences that go beyond the boat. During his 39 years in business, Tim wrote the 2014 marketing book ‘Your Utterly Seductive Proposal’ and ran a boutique agency for ten years.

You can see more of his work at AttitudeCharter.com or connect with him on LinkedIn.

Tim & Terri of Atttude Charter.