First, this is not a photograph most would capture. It literally shows nothing, or very little. And second, it would require much more time, effort and creative input over a quick, ‘let’s post something’ promotional post. Plus it really doesn’t fit industry social media norms. Which from a business standpoint is good.

In looking at it throught the Whats-Not-Is lens, there’s at least one strong story that delivers reader and business value. As detailed in the copy, Action Statement tells the reader that aircraft availability for training at this school is large. And having a large inventory makes it easier to get those flight dreams off the ground. For the school, this same aircraft inventory fact distinguishes it from nearby flight schools in size and capability. Action Statement is also very encouraging, helping fuel action and interest to their online social media fans and followers.

A solid, untold story that goes above the everyday ‘look how great we are’ promotional blast.