Always Consider: Communication, Education, Persistence, Thrift.

The rushing sound of steam building to pressure, the straining roar of jet engines at full throttle, and then, the clang of the catapult hurling it all skyward within 2 blinks of an eye, makes for the short summary of my recent Embark Tour of the  USS Carl Vinson at sea, 120 miles off the coast of San Diego in April, 2014.

Just as every takeoff ultimately needs to lead to a landing, every advertisement needs to lead to a sale.  Ignoring this basic advertising reality leads to a failure to engage the reader and un-engaged readers fail to become customers. The checklist to utilize for improving returns on advertising is  I-E-E-O (Interrupt, Engage, Educate, and Offer).

Checklists are found everywhere in the aviation world.  Thus, it should come as no surprise that advertising in the aviation world can be significantly enhanced and improved with the use of a checklist. The  I-E-E-O (Interrupt, Engage, Educate, and Offer) Checklist as illustrated in this example from Aspen Avionics and their recent “Two Heads Are Safer” advertisement clearly highlights the value of the checklist for improving advertisements.