“When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’
I want you to find it so interesting that you buy the product.”

– David Ogilvy

Aviation copywriting was the first product ABCI offered the industry when we got started about 15 years ago.

Since then, we’ve added a LOT of other services, but we find that copywriting is just as important as it ever was –

Without great articles, video outlines, web site copy, and other text materials, all the shiny digital software, fancy algorithms, gloss and fluff in the world can’t help you.

Aviation consumers are smart. They need good, solid information and they want it written in a way that’s easy to understand.

We write:

  • Web pages
  • Product descriptions
  • Concept explainers
  • Project white papers
  • Happy customer success stories
  • Podcast and video outlines
  • Sales aids
  • Brochures
  • Advertisements
  • Sales letters

Paula Williams: Welcome to this week’s episode. I’m Paula Williams.

John Williams: I’m John Williams.

Paula: And we are ABC and ABC’s Mission is…

John: To help all you, ladies and gents out there in the aviation sector sell more of your products and services.

Paula: Absolutely. So, like most businesses, we get really involved in our clients and things that going on and all kinds of stuff. And we don’t spend a lot of time on introspection, which is, you know, not exactly true. We actually tried to be introspective at least for 5 minutes every Monday, when we do our weekly meetings. And one thing that we discovered was that we really haven’t done much focus on our basic fundamentals, as a business, at least in our podcast. We do it all the time with our clients, but we haven’t updated what’s out there, about the fundamentals of what we do in a very long time.

John: True.

Paula: So we decided to do a short series of podcast, episodes about the fundamentals and it’s just kind of a back to the basics. Here’s what we do and here’s why we do it, right?

John: Okay.

Paula: Okay, so. All right, Aviation Copywriting. This is actually the origin story of ABC High. We started as Aviation Copywriting. That was what we were doing because it didn’t take any equipment. We– it needed to be done. You know, the people that were doing Aviation Copywriting, we’re not doing it well at the time, and still not doing it well in a lot of cases.

John: True.

Paula: And it seemed like a really good Market that really needed to be– be taken care of. Lo and behold, 10 years ago or 15 years ago, we realized that nobody knew what Aviation Copywriting was. So we started calling it Content Marketing and other things. And then we started doing other things that people needed, like, websites and direct mail and other things because we were writing great copy and it needed to go somewhere. So in order to get people’s eyeballs on it. We needed to get into other marketing tasks. So we took the expertise we had from working for Fortune 50 Companies and pull that in. And now we’re offering a wide array of services, but it all started with Aviation Copywriting.

John: Yes, we did.

Paula: Right. I still think great content is the primary objective or the primary method of good marketing. If you don’t have good content, then the rest is just fluff and plumbing, right?

John: You know, fluff looks good, but it doesn’t always sell.

Paula: Exactly! You know, a lot of people are doing these Digital Marketing Campaigns that don’t say anything. And, you know, they may apply the most sophisticated algorithms in the world. But unless you’ve got good content that you’re delivering to the right people at the right time. It really does not amount to much.

John: True.

Paula: So it all starts with copywriting.

John: And it did.

Paula: And it did.

Seriously, I think, you know, what we bring to the table is a lot of experience with a lot of different types of Aviation Industry clients. So that is how we’ve evolved our business model. And this is the array of what it includes, right?

John: That’s true.

Paula: Okay.