You want your headlines to induce a psychological response that creates a desire to learn what you have to say and offer.
Let's use this example: A licensed electrician knows his skills are in demand. Which of these headlines do you suppose generates interest and curiosity?
Licensed Electricians! You Have Earned The Right.
Now take advantage of our appreciation for your residential skills.
Example 2 catches the eye and creates interest. This is exactly what you want to happen. When you are competing for attention you only have a few brief seconds to make it happen. Start thinking sales rather than hiring when creating your headlines.
Here are words that have been shown to attract attention. Try them in your ad headline.
-
What
-
Statistics
show....
-
Who's
responsible
for...
-
Finally, a job
with....
-
You
-
Why
-
Opportunity
|
-
How to......
-
Solve
-
Discover
-
Exciting
-
FREE
-
Would
-
Challenge
|
The
Structure of Your Headline
-
Headlines
should be in larger text size, in color
when possible, and always
in bold print.
-
You can make
the first letter of the headline larger
than the remaining letters like this
My Ad.
This little trick draws
the eye to the headline.
-
Sub-headlines should be a slightly
smaller font.
-
Use caps for
every word in the headline but not the
sub-headline.
Recently an
HR recruiter who was tired of the
same old results tried a dynamic sales
approach with a job ad. Here is a portion of
the ad that got great results.
Would You Like To
Make More Money?
You need to
discover what we
will do for you at
XXXXXXX
Manufacturing.
|
Here are more examples of headlines with sub-headlines. We have underlined the dynamic words and phrases.
Dynamic Opportunity With
Great Benefits And The
Security Of Working With An
Established Company
Discover
how to be part of a team
that meets
challenges and wins
every time.
You
Want The Best? Well
Here It Is.
Read this
and learn how we could be part of
your future.
If
You Have To Work Why Not Work
Where People Care?
Makes sense
doesn't it. Statistics show that
you can do better when your
company recognizes and
appreciates you. Grab the
opportunity today and tell us
about yourself.
"FREE 3-day Cruise When You
Come To Work
For Us."
You
have always wanted to work with
a company like us. Now you can
do it. We want to know about
you
today! And the island cruise
becomes part of your vacation package
when you and we decide
that we are made for each other.
You
probably noticed none of these
headlines mentioned
the job title or position.
With a little imagination you
can include the position in the
headline. Look at these
examples:
Great Times For Bank Tellers
Would you like to discover a
place where you are appreciated?
A
Challenge For The
IT Professional
Your skills have met challenges,
you have confidence, now reap
the benefits.
With these dynamic headlines the
reader knows you have facts to
present and her mind is now open
to learning those facts and
following your instructions. You
have them where you need them to
be. Absorbing your information.
Dynamic headlines will set you
apart. Job seekers don't
expect these dynamics which
make your ads standout when you are competing with other
employers. Grab their attention.
Prevent scanning boredom.
TIP After your ad has been written place key words at the bottom of the ad.
Key Words:; Put key words at the bottom of your ad. Use your imagination.
Example: "Key Words, Electrician, residential electrician, commercial electrical, industrial electrician, electronics, licensed electrical, electrical engineer,
wiring electrical machinery, certified electrical technician"
Key words help search engines such as Yahoo, MSN, and Google find your
ad when someone is searching on the Internet for a job category. Also when a person scans the page their eyes will see these
words and stop to read your ad.