For Marketers, copywriting is a word which follows them every single day of their professional life. From Facebook Posts to displayed text in huge billboards, everything is thought to the letter to create an impact on people.
The purpose of copywriting is to catch the attention of the random passerby to do a certain action. It can be a click to a post, a subscription, a purchase, among others…
However, in the current ages, with the increasing amount of information everywhere, combined with the decay of attention spam rate of the normal user, catchy and interesting copywriting is becoming more important to other professionals besides marketers.
One example is a salesperson. Let’s say that a salesperson is sending an email to all of his contacts trying to sell something. If that person just writes your common, non-original email, the probability is that the answer rate won’t be that good! However, if they go outside the box and write a funny and original email, there will be more people opening the email and read it! They might not end up doing the purchase because they are not interested, but at least the email does not go automatically to the trash.
Well… What about recruiters? Maybe if you are used to working with active candidates which will come to you asking for a job, it’s not really that important to have a good copywriting. However, if you are looking for passive candidates, especially in industries where there is a shortage of skill in the market, you probably don’t start your day with dozens of CVs in your inbox from people begging for a job. That’s when copywriting kicks in!
Why Is Copywriting Important In Recruitment
If you are looking for a senior developer, chances are that your future placement is someone who is already working at the moment. Moreover, being this a role where there is way more demand than supply in the market, probably this person is getting many messages more than yours.
What do you think they will read with more attention? The ones who just seem equal to hundreds of others, or one that catches his eye because it’s, right from the bat, interesting? Probably the latter, right?
Let me give you an example, here’s the same message written in different ways:
Title: We are hiring!
I saw your LinkedIn profile and you would be perfect for this job vacancy I have. You have experience with *insert skills* which is a perfect match!
This job is in the Netherlands, it is well paid and you will be working with an International company.
If you are interested, come back to me!
Out of The Box Message
Title: I’m looking for Unicorns, and I think I found one!
Hope this message finds you well!
You won’t believe what happened! My boss just asked me to find Unicorns to fulfill this Developer vacancy!
Basically, they asked me to find someone who *insert skills needed for the job*
But, lucky for me, I just found one, YOU!
The vacancy is in the Netherlands, so don’t forget to bring your jacket, I just looked it up and it seems that it’s really cold in that part of the World! But, don’t worry, I just talked with the company and they have an air conditioner in the company, so you are safe!
And, of course, our Client knows that in order to hire a unicorn the offer has to be good! I mean, what else could you expect when you are taking a Unicorn from their main habitat where they do… Well, Unicorn things!? That’s why our Client gives you *insert benefits*.
Hopefully, this is good enough to make you come to the freezing Netherlands!
If you are interested, please answer to this message and we can discuss more about the offer. If not, don’t be afraid to send me your Unicorn friends that you think they are good enough to fill the position!
P.S.: If you don’t send me a Unicorn or a rainbow emoji in your answer I’ll be disappointed! 😀
Can You See the Difference?
Although you are asking for the same thing in both messages, one can just pass by among all other messages John gets, while the other will always create an impact on him. I mean, wouldn’t you take a look if you got a message on LinkedIn saying that someone is looking for Unicorns? Even if it’s only out of curiosity?
It’s different, and different catches people attention. Maybe the receiver of the message will think for a second that someone is joking. But, if he clicks and reads the message he will understand what is the objective of the message and probably answer it.
Of course, you won’t get a 100% answer rate, that is just impossible, but I’m sure you will see your answer rate increasing.
Nevertheless, there are 3 main aspects that you need to have in your message:
- Call of Attention – In the title and at the beginning of the message. This is what will make the person to open the message and start reading it.
- Seduction – Always write what you have to offer them, not the contrary! Yeah, it’s a job, but more than that? If this person is content with the company they are in, then why should they change?
- Call of Action – In the end, ALWAYS say to the person what they need to do. It may be answering your message, go to the website, etc. Also, give more than one option. You want to make them believe they are in control. Try not to ask for the CV right away, if they are interested they will give it to you during the second message.
Should You Start Calling Everyone a Unicorn From Now On?
Of course not! You need to take into account who are you going to send the message! Every time you are sending a message you should ask yourself the following questions:
- What is the profile of the person I’m going to contact? – Does he seems easy-going, or a more in the tense side? What is the job am I offering? Is he younger, or older? This will help you set the tone of your message and grab their attention.
- What do I have that they want? – Basically, what is in the job you are selling that will interest this person. Is it the salary? The place? Maybe it’s the project itself? When you know this, you know how to make them interested in the message.
- What Do You Want From Them? – Probably it’s an answer to your message, preferably saying they are interested! So, don’t forget to add that call of action in the end. But, what if they are completely happy with their job at the moment? Well, include other things that will push an answer from them. Some examples are asking for referrals (in the example), ask if they want to be contacted in a later date if not interested at the moment, etc.
In conclusion, copywriting is not only for marketers or salespersons. It’s for everyone who has to communicate with others, including recruiters! Make sure you write compelling messages and for sure you will start getting a higher response rate!