Messaging Tactics that WILL Win You Business – Tom Schwab

Everyone has a great story to tell, so tell it!   70% of the buying decision has already been made online and transactional business can be done via online marketing.  Strategic buying decisions, however, require sound, professional relationships Tom Schwab discusses how businesses and people can rise from obscurity to share their message.  Marketing is starting the right conversation with someone that could be an ideal customer. -Tom Schwab  Takeaways + Tactics  70% of the hiring decision is made by what employers see about someone online.  It’s easy to make a transactional decision based on an online marketing tactic, but hiring a trusted professional requires a relationship.  Many experts believe the future is vivid audio, not video. Video ages but audio doesn’t. When we listen to audio, we’re just focusing on what the person is saying, not how dated the technology, video quality and style is.   Resources For more aerospace industry news & commentary: http://northstaresg.com/ To learn more about Craig Picken and the NorthStar Group, visit http://northstaresg.com/.    At the start of the show, we talked about the massive opportunities we have to tell our stories and stand out from the crowd. We also discussed how marketing and our online personas play into the hiring process. Next, we talked about the importance of being defined and focused in your marketing, and the difference between transactions and relationships. We also discussed; Why the future of marketing is vivid audio  The importance of sharing the good work we do  The channels we can use to get our message out Whether we use blogs, podcasts or videos, the barrier to entry to tell our story is extremely low right now, but with that comes a lot of noise and a lot of competition; everyone’s biggest problem is obscurity. In order to stand out, we need to get the marketing tactics right, and understand that in our business, the relationship matters more than the transaction.   Guest Bio Tom Schwab is the founder and CEO of Interview Valet. Drawing on his engineering, corporate, and ecommerce inbound marketing experience, Tom helps thought leaders (coaches, authors, speaker, emerging brands) get featured on leading podcasts their ideal prospects are already listening to. Then, he helps them to turn listeners into customers. To get a free copy of his book, go to  https://interviewvalet.com/aerospace/.   Book Mentioned CLICKSAND: How Online Marketing Will Destroy Your Business (And The Unlikely Secret To Saving It by Bill Troy   Learn More About Your Host: Co-founder and Managing Partner for Northstar Group, Craig is focused on recruiting senior level leadership, sales and operations executives for some of the most prominent companies in the aviation and aerospace industry. Clients include well known aircraft OEM’s, aircraft operators, leasing / financial organizations, and Maintenance / Repair / Overhaul (MRO) providers.  Since 2009 Craig has personally concluded more than 150 executive searches in a variety of disciplines. As the only executive recruiter who has flown airplanes, sold airplanes AND run a business, Craig is uniquely positioned to build deep, lasting relationships with both executives and the boards and stakeholders they serve. This allows him to use a detailed, disciplined process that does more than pair the ideal candidate with the perfect opportunity, and hit the business goals of the companies he serves.