Calendar communications

But instead of viewing the day as a quick and easy audience connecting point, or as an opportunity for full-throttled self-promotion, step up your effort for higher engagement and impact with these two considerations:

1. Think audience first: Whether you’re aiming to connect with current customers or new student prospects, there is one single interest you share with them—the dream and passion of flight. Keep this front and center when crafting all of your marketing communications, and think from their point of view. How would you respond as a reader receiving your message? Would it make you glad you’re a customer, entice you to learn more, stir no reaction, or push you away? When viewed from the reader’s perspective, if your content and message does not move you in some positive way, don’t expect it to move others. Recenter your approach to be audience-first.
2. Be genuine: Write out some heartfelt copy to use as the central part of your message. This lets people know you’re more than a business machine, and that you and your team are people too. Combine it with a distinctive, visual image to catch the reader’s eye and spark a touch of emotion, and readers will respond with equal authenticity.

Being genuine also means you should carefully examine the need to drop into your message a sales pitch, web link, offer, or call to action. Consider your message for appropriate fit and necessity. Meaningful words alone can move reader engagement and deliver far greater impact in both the short and long term.

By applying one or both of the considerations above into your next calendar-themed communication—or more important, into all of your flight school business communications—you set your business up for an enhanced audience and operations experience. And while these considerations do require an increased amount of time and effort, in my experience, the end results will out-perform everyday, stock photo communication efforts and holiday greetings in terms of engagement, reach, and value.

Posted here are two social media holiday examples that offer an enhanced reader and business experience by thinking audience-first, and being genuine in the messaging effort.

Brett Bonnville is a late in life pilot who spends his professional time as an authentic content specialist supporting energized niche audience organizations.