How to Create Content that Will Attract MORE High-Quality New Driver Prospects

How to Create Content that Will Attract MORE High-Quality New Driver Prospects

Before I show you how to create content that will attract MORE high-quality new Driver prospects for your company, let’s do something your competition is ignoring.3

Let me show you the little-known strategies for writing content that gets …

Devoured by Your Readers and Acted Upon!

Check out this page for example.

For just a moment… ignore the actual content and notice how it “feels” to your eyes.

As you can see, it’s easy to read.

It’s punchy.

It has short sentences.

And best of all …

It Has Short Paragraphs!

And that’s really important because when your eye first “scans” the page, it calls up your brain and says, “Hey! this is easy to read!”

And your brain, in turn, decides to check it out.

Another cool thing about this article is that it’s telling two stories at once.

How?

Simple.

The “Sub-Heads” I Use Throughout Tell A Story Of Their Own!

Try it.

Scroll up to the top real quick and just read the subheads.

You’ll be amazed to see that by doing so you’ll get a complete “picture” of what this is all about just by scanning them … without actually reading the text.

This is a little-used (advanced) copywriting technique called “dual readership path” and I learned it (and so much more) from Ken Newhouse at his License to Steal® seminar.

The reason it’s important is because…

Everybody Skims The Page Before Their Brain Commits To Reading It!

That’s how our DNA is programmed to operate …

2And what’s main thing that jumps out at the “scanning brain”?

That’s right. It’s the headline and the sub head.

So what’s really going on is

These Sub-Heads Are “Selling” The Brain
On The Idea Of Reading The Whole Page!

Pretty cool, right?

See how easy this is to read?

And if you’re just scanning the page, you’ll still get an idea of what it’s about.

And here’s another thing about this article that’ll surprise you …

This article isn’t really about “writing articles”.

Instead,

This Article Is Really About YOU!

And more specifically, it’s about you influencing more people by creating content that’s easy to consume.

After all, if your new driver prospects and employees don’t actually read what you’re putting out there, how can they learn about all the benefits you have to offer?

So now that we’ve got them reading your stuff, let me show you…

5 Ways To Influence Your Readers
So You Can Get MORE (Quality) Drivers

1. First, make sure everything is about …THE READER!

Listen, as much as we want them to be fascinated by us, our story, and our “career opportunity”, the fact is they don’t care about that.

They care about THEMSELVES so everything you write needs to always “tie in” to how it can help THEM.

2. Even more important than “THEM” is their RESULTS.

For example, if this article was all about ME and how great of a writer I am, you’d leave, right?

And if I made it all about YOU and how YOU need to write good articles, you might read some of it …but you’d ultimately leave because you know that already.

But you’re still here and you’re still here for one reason: We’re talking about the RESULTS YOU WANT.

In this case, we’re talking about how to influence people with your content.

Doing that leads to MORE (and BETTER) DRIVERS, and more drivers lead to MORE MONEY for your company.

And that’s probably why you’re here, right?

3. Use the magic words ,“so you can”.

Everybody’s going to tell you that when it comes to talking about your company’s employment opportunities, you need to make it all about features and benefits imagefeatures and benefits.

Don’t listen to them.

If you want to actually sell, you need to explain how the benefit directly relates to the results your readers want to get.

The “so you can” language pattern is perfect for this.

Here’s an example:

Let’s say you’re trying to fill 10 positions for new drivers in Tulsa and you’re offering a signing-bonus.

Now, the novice would say something like this:

“The Position Comes With A $5,000 Signing Bonus! (Feature).

This position is with one of the trucking industries leading companies and we’ve painstakingly assembled the best fleet of trucks available on the road today.

This makes it easy for you to see exactly how power words and phrases are combined to make hard-hitting winners! (Benefit.)”

Now. That’s FAIR …but let’s use the magic words. Let’s re-write the last sentence.

We’ll appeal to two of the prospect’s desired results – Great pay/benefits, being home with their family on weekends and holidays and driving newer (and more state-of-the-art) trucks:

“Our company’s fleet is comprised of newer, state-of-the-art Peterbilt trucks which makes it easy for you to make your runs (without downtime or breakdowns) then get back home to spend your weekends (and holidays) with your family. And this makes coming to work easier and more enjoyable for our drivers. Talk to any of our existing drivers and you’ll easily and almost instantly know that joining our team may be the best career choice you can ever make. Makes sense, doesn’t it?

Simple.

4. Address skepticism head on.

Most people try to gloss over this.

That’s a surefire way to decrease response and obliterate trust because it’s like trying to ignore a giant elephant in the room.

You both know it’s there and if you pretend it’s invisible, you look like a moron.

The best approach is the “you might be wondering” language pattern.

It works like this:

First, you identify the main area of skepticism.

In this example, let’s say you’re trying to fill a driver position that is predominately making runs overnight.

The next step is to address this objection by framing it as a question he might be having.

Like this:

“You might be wondering how you’re going to survive the brutal paces of having to transition from working days to making your runs overnight.”

Now it’s time to answer that question using the classic “Feel, Felt, Found Pattern.”

That looks like this:

“I know exactly how you feel.

In fact, I felt the same way when I started!

And up until recently, this really was a brutal transition for most drivers to make. In fact, it was worse than most people realize!

But before I started driving for Company XYZ, they showed me a simple way to quickly and easily make the transition from day to night driving.

I was able to make the transition in less-than a week, and it was so easy …I didn’t feel tired once!

In fact, there was no medication to take, no “drugs” of any kind, and when I think about it …it was actually fun!”

5. Tell them what to do next.

Everything you write or publish should have a desired end result that benefits you and the reader.

It could be to be fill 17 driver slots in 30-days or less.

It could be to get an opt-in.

Or maybe you just want them to leave a comment, “like” something on social media, or refer a friend.

Whatever it is, you need to explicitly tell them to do it, and why.

For example,

There’s A Sneaky “Hidden Reason” I Wrote This For You.

The first (and primary) reason was to show you how easy it can be to create content that’s engaging and profitable.

If you follow these steps, you can crank out really solid articles, reports, Facebook posts …you name it …all designed to genuinely help your reader while simultaneously creating goodwill, building your personal brand, and helping you acquire new (quality) drivers consistently.

The second purpose of the article was to get you to say, “Hot diggity! This makes sense! I can see how this would work.

Tell me more!”

And if that sounds like you,

Here’s Something You’ll REALLY Like!

I’ve created an Advanced Tool designed to transform your efforts to attract more qualified drivers from Social Media and I’d like you to have it, FREE.

You can get the full scoop here, but here’s a “big picture” look at what’s covered:

  • Learn the 4 critical elements of social media marketing and how to apply them (for example, if you want to attract more driver applicants, you’ll need to focus on “Social Selling”)….
  • Grade your current social media efforts to reveal gaps and opportunities to drive results (you’ll see real life examples of everything from lead generation to selling, to branding and even proactive customer service)…
  • Measure your “grade” against all 15 possible goals to determine exactly where to focus your social media efforts moving forward. (TIP: Measure these monthly to make sure you stay on track and hit your goals)
  • Use this information to get more followers, increase engagement, and drive more traffic!

And much, much more.

Here’s How To Get This, FREE.

First, go here and request it.

Just enter your name and tell me where to send everything and it’s yours.

Like I said, there’s no cost.

And if you’d like a little more info on what’s covered, you can go here and get the full scoop.

So if you’d like to create a wider audience, influence them, and ultimately fill your driver positions faster and easier, get this free tool now.

Thanks for reading this and I look forward to “seeing” you on our next live training!

Sincerely,

Ken Newhouse

P.S. You should always include a P.S. …Even when you’re writing a report or an article.

Yeah yeah, I know …your English teacher from high school would tell you otherwise. But pay her no mind.

Here’s why. Lots of people scroll down to the end of the article before reading the whole thing.

…And the P.S. is a great place to restate your main point.

Like this: In case you’re one of the people (like me) who skim to the P.S. before you read the page, here’s what this is about:

1. A cool way to make sure people read your stuff.

2. Five ways to influence your readers while helping them out

3. A free training that shows you more advanced strategies for getting a list, creating goodwill and authority, and increasing the number of qualified drivers who want to work at your company …all at the same time.

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