The other day I was reading one of those free newspapers dropped in letterboxes (and thrown away by so many). I was riveted by this breathless front page piece of copy aimed at recruiting an ace adverting salesperson.
I reckon whoever wrote it must have finished writing it, thrown down their figurative pencil and dreamt of the string of candidates their masterpiece would attract.
Yet, I wouldn’t employ any of them!
Why?
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Well, selling any sort of advertising space, especially traditional space in a throwaway newspaper, is tough, real tough. That advert is not going to attract anyone who is likely to succeed because it glamourises the job, it almost makes it looks easy.
But the person this crowd need is someone who either is already successful at it or, knowing it’s tough, has the guts to try it.
And where the advert fails completely is that it goes on and on about the person they want but doesn’t tell them why they should apply. It doesn’t answer their question of “WIIFM? Why should I even think about applying?”
If I’d been writing this advert I might have written something like this:
Only great, really great salespeople need apply!
If you know anything about selling you will know that selling advertising space for a paper like this is tough, real tough.
We need someone who has a proven sales track record, either in this business, or any other tough business and has the determination and commitment to get results. In return we will reward you generously, very generously!
Call me personally, John Smith, on 0412 345 678 and sell me on why you are the person for the position and I’ll convince you why you should be doing it for us!
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