Always Consider: Communication, Education, Persistence, Thrift.

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.

Checklists are simply a fact of life in the aviation world.  Why then does the industry forget the power of the checklist when creating advertisements to inform us of new technologies to buy?  The  I-E-E-O (Interrupt, Engage, Educate, and Offer) Checklist as illustrated in this example from BendixKing and their recent “On Course” advertisement clearly highlights the value of the checklist for improving advertisements.