Copywriting works. We all know that the power of persuasion is very suited to all forms of communication and especially the power of the written word. It does not matter if you are creating a direct mail piece, an article online like this, a brochure or blog post. If you focus your writing on this one area I guarantee your results will start to improve.
We all know that the power of persuasion is very suited to all forms of communication and especially the power of the written word. It does not matter if you are creating a direct mail piece, an article online like this, a job posting, or a brochure or blog post. If you focus your writing on this one area I guarantee your results will start to improve.
The good news is if you do anything online concerning your recruitment business this copywriting tip will help you connect with your audience at a different and more effective level.
What is it? People have desires.
People have desires.
Yes, it is as simple as that. Discover the key desires of your market and speak into them and you will create a loyal following of fans.
How many are there? It
It depends, which book you read. I usually base it around twenty-five key desires. Here is one for you that works a charm. That is the desire to be efficient.
This will work for both your clients and candidates. Let’s face facts will all want to get things ‘done’ without wasting time; don’t we? This works particularly well for business owners and entrepreneurs. In honesty, we all want to be efficient, save time, get focused, make things happen and make more money faster.
So how can you use this in your copywriting? Easy, identify for your market what being efficient might look, sound and feel like. Take a piece of paper and write down everything and anything that comes to mind about that particular topic. Then list these into different sections. Some might be around time, some focus.
Tell people about the benefits of being efficient, follow this with some evidence around efficiency and what it might mean for them and their family (hint this is another key desire most people have). Then in your copywriting highlight a couple of ideas about how they could become more efficient. A couple of simple tips are all that is needed here.
Now if you are selling something that helps them become more efficient [ Hint: Like your recruiting or search service] now might be a good time to point this out. Your copywriting before your call to action will have presold your potential ‘new’ client or ‘candidate’on the value of being efficient. You will have followed a structured process that is much more likely to convert. This is because you have gradually rekindled their desire again and highlighted, through your copy why it is important and what it will mean for them if they start to take action.
P.S One key marketing strategy to master for any recruitment organisation serious about growth is content marketing.
In this special guide and free masterclass video, we share how to use content marketing to attract a consistent supply of high-quality candidates and clients.
You can download it here.