Everything becomes much more straightforward when you have the appropriate process in place. For example, in copywriting, "I'll just try to convince" is a recipe for disaster.
There is no need to be a "natural writer" to produce outstanding content; all required is a thorough understanding of the process and a few basic principles.
Simple processes are the ones you'll actually use.
To write a compelling copy, follow these six steps:
Outline an overview of your copy
Draft your initial copy.
Design and Optimise to get better conversion
Edit and reorganize.
So without further ado, here are the specifics:
1. Conduct research.
A good copy is built on thorough research, which might take time and effort.
Understanding the candidate, your company, and your competition is a vital initial step in hiring. Knowing your audience, what they want and where to find it is essential to a successful product launch.
Find out why, how, and why it matters to candidates when they apply for a job at your company. You can't write a copy that gets results if you don't understand this. But don't worry; we at wearebridge.io are here to tell you exactly what the audience is looking for in our visual guidelines.
You also need to know what the competition is doing and what they're saying about your company.
Interviewing people is necessary. And you're already doing it, aren't you? So don't waste time interviewing random candidates. Instead, speak to your ideal candidates and find out what they want.
During my over 11 years as a recruiter, I've always asked candidates during the interview set of questions (UX research) to help me to improve. I even run surveys and feedback sessions with them. Based on that, I could build the whole candidate journey map and its information architecture of what the candidate would like to know at each point of the time and stage.
In every interview screen call, you can ask candidates these few questions:
How do they prefer to find out about a new opportunity?
Looking at our job online post or career website, were there questions you needed answers to but couldn't find any? (necessary information to provide). What would you write differently?
What information would have helped you make the decision faster?
Our point is that when candidates see the company described in words they have in their mind already, then you've got their attention.
2. Outline an overview of your copy
Identifying your audience is the first step in crafting a compelling message. You must know precisely what you want to say and how you want to convey it before you begin writing.
Copywriting can be a reasonably straightforward procedure. It's all about knowing exactly what you want to say.
Creating an outline is a simple task that serves as a blueprint for the rest of the project. As a result, you can get more done in less time and stay on task.
The structure of your outline depends on what you're writing. You may get more information about the outline templates we use in our visual standards based on the content you create.
3. Draft your initial copy.
Writing copy is a creative process. First, it's a matter of thinking through what you want to say, then expressing it in words.
You should focus on what you want to say when writing a copy, not how you will say it.
Jargon and blandvertising should be avoided
Ultimately, it has to be about your audience, not you
It can be as long as it's relevant to them
Attempt to cover every possible aspect of what needs to be said
Important information shouldn't require additional clicking on something else
Write for the emotions, not the intellect.
4. Design and optimize to get better conversion
The first impression is all that matters. If you want your message to stick, you need to make it appealing.
It must be clear, concise, and, most importantly, constant.
The goal of the copy is to convert the reader into an applicant (or subscriber, follower, etc.). We can do a few things to improve the conversion rate (the percentage of readers who take action).
Ensure clarity - it's obvious what you offer, why it's good, and who it's for
Ensure that no question goes unanswered by optimizing for information
Apply a persuasion technique that's appropriate to your context
5. Edit and reorganize.
Are you done with optimizing? Now it's time to revise. First, the copy needs to be revised for missing information and errors inflow. Then, add more information, arrange the blocks in better order, and fix typos (spelling errors can cost you the candidate).
As soon as you've finished writing, you should proofread your copy.
In copywriting, this is a crucial step.
Typos and grammar errors are easy to overlook. Proofreading is essential since it makes you think about what you've written.
When you proofread your copy, you'll find things that might have slipped past you when you wrote it.
It's always good to ask at least two or three people to read and provide comments on your recruitment copy before it goes live. Are there any questions that have yet to be addressed by your chosen candidate? Does anything need to be clarified? Ask your peers, other marketers, or the person who will be hiring with you. What could be done to improve and bolster the offer's credibility?
Once you've finished editing, you're ready to publish it. Good to go!