Write With Employers and Job Seekers in Mind
One way to drive sales more effectively is to write from the viewpoint of your readers – whether it’s your website, blog posts, collateral, etc. Business owners, hiring managers, HR professionals, job seekers, and other members of your target audiences aren’t necessarily interested in your staffing firm; they are interested in WIIFM, or “What’s in it for me?”
Often staffing professionals think that, as they write, they should be describing their company or their services, when in actuality they should be writing about:
- what readers want to know: their burning questions
- how your staffing firm can help them overcome a problem or achieve a goal
If you want to make more placements in today’s economy, start by understanding your audience.
Who Is Your Audience?
Is it candidates, employers, or both? If it is candidates, then they most likely want to know how to find a job. If it is employers, then they most likely want to know how to find candidates. So, keep in mind who your audience is, what they want to know (and/or what their pain point is), and how you can solve that problem – then how you want to direct the readers.
AIDA Makes It Easy
“AIDA” is an acronym for Attention, Interest, Desire, and Action. This can help you to focus on your readers’ viewpoint.
Attention: Hook Your Readers
First, you want to grab your readers’ attention. Think about what your readers want to know and the problems they want to solve.
Interest: Get Your Audience Mentally Engaged
After you have their attention, then give them a reason to keep reading. Your ideas and solutions for how to solve their problems will entice readers to continue to be interested.
Desire: Make Your Target Audience Want More
If you display warmth and competence, then you can build trust with your readers. Once readers have your trust, then it will be easier to make readers ready to take action.
Action: Invite Readers to Respond
Now that you’ve created a desire for readers, it is time to have them respond. You want to make this as easy as possible, and provide a variety of ways for readers to get in touch. Calls to action can be a phone number, email, website form URL, text, etc.
Driving Action With Your Staffing Website
If you are focusing on the top of the home page of your website, then you will have both candidates and employers viewing that area. Therefore, you should have information for both audiences, then a way to guide each audience to take action (such as a button to search jobs for candidates, and another button to request talent for employers).
Watch this webinar to learn how to turn your staffing website into a true sales engine.
Driving Action With a Sell Sheet
If you’re creating a sell sheet for prospective clients, put the AIDA model to work for you. The front side of your sell sheet should have:
- A large image to grab readers’ attention.
- Your logo.
- A compelling headline that identifies with a challenge your prospects may be facing.
- Asub-headline to get readers interested and create a desire for them to learn more (by turning over the sell sheet).
Once they are on the back of the sell sheet, this is where you provide more information that displays your competence and how you can solve the prospect’s problem. Then end with clear instructions for the next steps you want the prospect to take as well as various options to easily get in touch with you.
Need help putting the AIDA model to work – and drive more placements in 2023?
To learn more about how to get help with writing from the viewpoint of your readers so you can more effectively drive sales, contact a marketing educator, request a free review of your staffing website, or check out our digital marketing solutions.