How to Get People to CARE About Your Copy

I was working with my team last week on a campaign we were running for a client that does offshore hiring / staffing.

In the copy, we originally had a message framed around:

“We can help you fill roles for 1/3 the price of a domestic hire - no strings attached”.

This is a perfect example of a surface level value prop.

This message might be interesting to some people, but there are so many layers further that we can take this to show that we are REALLY speaking to our prospects problems.

The list we were using for this was companies that recently raised a round of funding:

• Company raises money

• They have access to lots of capital looking to expand the team

• We wanted to implement ourselves as the way to help them do this cost effectively

Using AI, what I did was I put in a prompt into Claude 3.5 that takes the original copy that we had and asks it to go a lot further and ask deeper questions that are going to be hyper-specific to the target audience we’re prospecting.

Instead of our original line of:

“we help companies hire high-performing offshore talent at a fraction of the cost”.

We got examples like these:

“Have you calculated how many months of runway you'll sacrifice hiring locally versus building a distributed team?”

“How are you approaching the classic startup dilemma of hiring enough engineers to meet product milestones without exhausting your runway?”

“Have you mapped out how your burn rate will change with each local hire versus what those same dollars could deliver with a distributed team?”

What we’re doing here is taking the exact same frame around a problem, and asking a question about it in a way that is 10x more specific and resonating with our audience.

A startup who just raised capital likely does not care about high-performing offshore talent.

But they do care about maximizing their funding runway and building out a proper team to match it.

They do care about matching their burn rate with the growth of their team until their next funding round.

Frame the problem in a specific way = more relevancy in your campaigns.

Prospects will FEEL and resonate with a message like this more than a generic blanket statement because they’re currently going through these problems.

They’re worried about burn rate, they’re worried about where they’re going to source their engineers and what they’re going to pay them to keep VC’s happy.

You can say the exact same problems, in completely different ways, and get completely different results.

Hope this helped :)

RB

P.S. check out this video where I went over a campaign we’re running that generated 118 leads in 10 days