Understand their “Why?”
Paul thought one of the main reasons people convert to LED lights is to reduce the power consumption on their boats.
His initial idea was to send marketing emails explaining how little energy was used, comparing traditional bulbs with LED’s. He could follow up with examples of which products were required for different fittings.
“But,” I objected, “that’s jumping straight to selling, without building Relationship Capital first. It will work in some cases, but the results won’t be as spectacular as you hope.”
You needed to understand why boat owners want to reduce power consumption, before you tell them how.
The answer, in many cases, was to allow them to spend more time at anchor, without draining their batteries.
Our plan to address this “Why?” and build Relationship Capital, was to create an email series providing details of little known but scenic anchorages.
Providing useful, interesting ideas built trust and gave us the right to send the product emails to a willing and engaged audience.