The Challenge
I like to refer to Dr Chris as ‘understated cool.’ A former A-10 Warthog pilot who writes a series of action novels with a fighter pilot hero.
But by day, he’s the top expert on compensation in business aviation.
If you’re a pilot, mechanic or support staff in a Fortune 500 flight department, Dr Chris’ reports arm you with inside data to negotiate better comp packages. So you don’t have to sell your soul and work for the airlines to get paid what you’re worth.
Dr Chris had just published his 2nd industry non-fiction book when he came to us.
He wanted to put the book and his co-authors in the spotlight.
He also wanted to expand his authority and position himself for more speaking gigs.
The Expertise & The Message
When we kicked off his show launch, in his first ‘Signature Talk’ session, Dr Chris said the reason he chose us is that we were the only service that promised to make our client’s content better…not just produce good videos.
And Dr Chris embraced the process, laying out his whole belief system, his bold opinions on the industry, the supporting evidence he’d built up over decades in business aviation.
And we hit on the core idea of his show, ‘Business aviation has a leadership crisis.’
We tied that idea to compensation with a truth Dr Chris knew but hadn’t fully articulated before.
“To stay in the business you love, you must get yourself and your people paid fairly. And that means everyone in the flight department needs to raise their leadership skills.”
By tying compensation to the bigger issue of leadership, Dr Chris put himself in a new category. He’s no longer a vendor selling compensation reports. His speaking gigs are no longer limited to compensation and HR issues.
Now he can speak on every issue in the flight department, from leadership to hiring to safety.
And that’s how he’s using his show.
The Content Strategy
He’s featuring his co-authors, who each wrote chapters on their specialty. He’s bringing attention to the book, but he’s also tying each episode back to the leadership crisis.
The ‘north star’ of his show.
Everything leads back to that idea, and that idea creates demand for his reports.
The Results
The reception to the show has been fantastic, with 1,000s of views and downloads each month in a very focused niche. There’s genuine buzz, with the show being shared among flight department colleagues who until now haven’t had a show that focused on them.
Simply talking about the show launch generated buzz, with Dr Chris commenting that the LinkedIn posts about the launch were getting more engagement than he’d had in years.
And months later he’s still getting high engagement. Here’s how Dr Chris put it,
“Not a day or week goes by without direct messages or emails comments on LinkedIn from people who are enjoying the show and thanking us for raising important issues.”
If you search the common industry keyword ‘flight department’ on YouTube, Apple Podcasts or Spotify, Dr Chris’ show dominates the search results.
Why It Works
Here’s the key to why Dr Chris’ show is producing these results without a massive PR push, without ads, without Dr Chris being on social media all the time…
Dr Chris focused his show on the right people.
People who didn’t have a show of their own.
Then we uncovered a focused message and built the entire show around it.
For some experts, those are very hard decisions.
But hard decisions before you launch lead to easier results after you launch.
Want help making those decisions?
Schedule your free Brainstorm Call.