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  • Writer's pictureEva Baluchova

Motivate by the power of "WHY" in your recruitment copy

When you write a good copy, you start a fire in the belly of your readers. It makes people do things!

It's not always the case that our writing is the source of our motivation. It's not at all.

Readers have already started to get excited about the idea. Copy that works just makes you want to do it.

When your reader is motivated, it comes from inside them. If you are a copywriter, the best you can do is help the flames grow bigger.

Good copy makes people think about the benefits in a way that makes them want to act.

The copywriter should be aware of two types of motivators that make people want to do something. This is what they already have inside of them. You have to think about it and use your skills to get it out. I have some ideas for you on that.

So what we should know by now is that when deciding whether or not a candidate would accept a job offer or even pursue a specific career, we must consider the person's future perspective—we must understand what drives them.

Bob Bly (All Hail), a copywriter, offers a great collection of motivators. He explains why people buy stuff he says:

As you can see, motivators may be external or internal and are sometimes known as candidate needs or decision factors.

Examples of extrinsic, external motivators include title and remuneration, status, and practical needs, including location, benefits, vacation policy, and perks.

A sense of purpose, pleasure from working toward a cause they believe in, feeling respected, working with a team they respect and who inspires them, and how the job pushes them to better are intrinsic, internal motivators.

Part of the inspiration for breaking down candidate requirements into internal and external motivators comes from business psychology expert Daniel Pink's work. For example: according to Pink, intrinsic motivators are much stronger for non-routine, creative activities (such as software programming). In fact, depending too much on extrinsic incentives like money to inspire employees in such positions might backfire.

What factors influence a candidate's decision to join a company? Most individuals take up a new job because it fits all or almost all of their requirements. However, before entering a firm, a candidate could talk to friends and family and even conduct some spreadsheet maths to figure out what these demands are and whether or not they are being satisfied. Is your message providing them with all the info needed for such aftermath?

These decisive variables often change over a person's career. Indeed, shifts in these decisive criteria often influence career choices. Moreover, when people's lives change, their demands change: marriage, children, and new caregiving obligations, to name a few examples.

Copywriters must grasp which of these motivators are recognised as crucial motivators for each audience. Both types of motivators should be involved in copywriting.

Copywriting uses words to get someone to do something, like spend time, money, or energy … When you know how motivation works in two different ways, you can describe benefits that make your ideal candidates feel like they're right next to you.

Both are magical and powerful, like fairy dust for the mind. But they're not the same.

Copywriters must appeal to the reader's inner and outward emotions while discussing the benefits of an employer or company they are trying to convince them to join. On the other hand, intrinsic motivations are more deeply based and closely linked to personal experience. For example, so many things that spring to me when I think of love.

As long as you don't muddle the waters of motivation and understand the many types of people in your market, your content may be able to motivate intrinsically and extrinsically.

As you write a copy, strive to put yourself in your customer's shoes and see things from their perspective. Listen to what drives them to make the decisions they do. Inquire: "What are your company's benefits, and how do they inspire people to join?"

To get to the bottom of your motivations, ask yourself WHY.

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