4 Steps for Creating and Optimizing the PERFECT Driver Recruitment Campaign

4 Steps for Creating The PERFECT New Driver Marketing Campaign

The most important thing about every strategy and tactic you’re using to generate new, highly-qualified new driver prospects using paid traffic from platforms like Facebook is without question… the OFFER.

You can’t run traffic to a bad offer and be successful.

Unfortunately, we’ve had some experience here at Bartens Media (BM) as well as products I created personally (when I first got started with internet marketing in 2001) that nobody wanted.

So I think that what I’m about to cover in this post is the key to everything.

I’ve talked in previous posts and on our webinars about… “How to get driver prospects to click on your ad by using correct targeting methods”… and every marketing strategy we use on the Facebook (and how we set up our landing pages so that they’re converting visitors we drive to them)… and what I’m about to cover here is the glue that holds it all together and makes it work.

So now, let’s talk about what it takes to create the perfect offer for your marketing campaigns. One of the points I want to make before we begin is that you can be really really great at generating traffic to your landing page and/or website… but if your offer is lame (which most are) know this:

The better you are at generating traffic the more money you’ll spend showing everyone (i.e., “your prospects”) how badly you suck!

So traffic is a force-multiplier of a good offer…but you really have to start your promotions with a good offer. And a really great offer can make up for a lot of flaws and inadequacies on the traffic side.

For me personally… I wasn’t as tactical as a lot of people when I was first getting started in 2001. I wasn’t able to figure out every nifty trick and hack that the “gurus” were using back before Google really took off.

The approach I used (that worked very very well for me) was quite simple. I focused on creating better offers than my competitors.

Here’s the strategy that I used:

  1. Have a better, more compelling offer than my competitors
  2. Optimize the offer (as well as you can) so that you’re converting ad views to clicks to website visits to new client interviews so that the value of those new clients (as they’re coming through the funnel) are as high as they can be. By doing that you will…
  3. Make a lot more money which (in turn) you can pump back into your marketing program to buy more driver prospect traffic.

Before I get started I want to acknowledge that what I’m talking about in this post probably isn’t the coolest, the hippest or the sexiest thing… but IT IS the thing that WILL make all the difference in your marketing and is vital if you want your campaigns to really work.

Bottom Line: When you get a good offer dialed in, generating quality new drivers is easy and it’s fun!

How to Create a Powerful Offer

Over the last few years we’ve been trying to figure out“How to do you transform the process of creating offers from “an art” (the way we used to do it that quite frankly wasn’t consistently knocking it out of the park) into a more data-driven process that generates predictably-higher net results and ROI?”

We knew internally that approach wasn’t good enough so we had to create a methodology around how do you create a really really good offer.

And so what I’m going to outline today are the four steps to creating the truly optimized… perfect offer for all of your driver recruitment marketing campaigns, promotions and communications with prospective and existing drivers.

I’ve listed the four steps below and following that I’ll start reviewing each one.

  1. Figuring out your sequence: What is the sequence that your offer should be presented in. And just to drill this point home I’ll say it again… “Sequence plays a significant role in the effectiveness of every campaign you run. It’s probably 80% of the battle.”
  2. Messaging: How do you craft the perfect message?
    1. What is that ideal perfect message that going to hit your prospect right between the eyes where they’ll know “Yeah… this is for me… this is exactly what I’ve been looking for. I need to pay attention to this.” Then we’ll get into areas…
  3. Commitment: How do you build commitment and micro-commitment into your offer? How do you build it into the process?
  4. Little Victory: What is a little victory you can offer that will give your targeted prospects hope… allow them to feel inspired…have a sense of abundance and have them go through quickly and pay you even faster because they’re having a phenomenally great experience?

So these are the four points of optimization:

  1. Sequence
  2. Messaging
  3. Commitment
  4. Little Victories

I want to quickly run through these but first remind you that the greater number of prospects you can get to respond to your offers who then become new drivers working for your company… the GREATER the amount of money you’ll have to invest in buying more traffic (which leads to more new (and highly-qualified) new drivers for your company… etc.).

Sequence plays a huge role in creating the perfect driver recruitment marketing campaign
The first step in crafting a winning offer is determining what the sequence of the campaign is going to be… what’s the flow of your offer going to be.

In particular, does your offer follow the same flow? Does it follow the same form and function of a normal/healthy human relationship (stay with me here… this is big).

So first, let’s define what I mean when I say “Offer”.

So with respect to your offer, I’m not simply speaking about what you say (for instance) on your landing page. When I’m speaking about an offer… I’m talking about a process that has multiple steps.

Your “offer” is going to take your new driver prospects all the way through a journey… a cycle of engagement if you will.

From the start where it’s likely they really don’t have a clue who you are…

• Until the point where they’re aware of who you are…
• Then get excited about what you do… and then
• They become a driver-employee and/or contractor. From there…
• They become excited about who you are, and…
• Then they ascend all the way up and become a promoter… a referral machine for you.

So how do you craft an offer that’s going to cause them to go through each of these different stages?

And then…

How does that sequence need to be put in place?

The thing that I want to emphasize most is this idea of “an offer.” An offer is a relationship. When you are making an offer… it’s not your company that’s making an offer to another faceless entity… you’re a person who’s making an offer to another person.

This process is person to person… human to human. This is a human relationship so if we want to take a closer look at what’s the best way to create an offer… a great question to ask ourselves is:

“What’s the best way to create and then maintain a healthy human relationship?”

Interestingly enough there have been numerous studies on this. For example, Zoologist Desmond Morris wrote a groundbreaking book called “Man Watching: A Field Guide to Human Behavior”.

In his book, Morris studies the human animal and uncovers how intimacy happens in relationships. How does someone go from not knowing someone to say… getting married?

You went from not know them at all… to getting married and sharing a bed with them. Think about this on a purely psychological level and ask yourself… “How does that happen?” That was Desmond Morris’ big question which lead him into realizing the 12-stages of intimacy that all human beings go through. It’s really fascinating stuff.

I’ll quickly give you a basic outline of the 12-stages here and then discuss with you how they have EVERYTHING to do with creating successful offers that lead to consistently successful (and profitable) new driver campaigns.

The 12-Stages of Human Intimacy (By Desmond Morris):
Stage #1: Starts off with “eye to body”, mean we as human beings notice another person and find them attractive.
Stage #2: This stage is “eye to eye” where two people actually make eye contact.
Stage #3: Next you get “hand to hand” – where we shake hands with the person of interest.
Stage #4: Next you get “hand to body” – this is where we hug each other.

This process progresses eventually all the way to the last stage where (without meaning to get overly PG-13 here) we become sexually intimate. Those are the 12-stages.

Now here’s the fascinating thing about Desmond Morris’ story…the 12-stages in and of themselves are fascinating… but the most fascinating thing he uncovered in his research (and subsequently put in his book) deals with the rate…

…the speed in which you progress through all 12-stages does not define the success of that relationship.

In other words, you can go from stage one to two to three to four to five to six to all the up to 12 very very quickly and still have a successful relationship. You can also do it methodically… over time… building your relationship over many months… even years… and still have a very successful relationship.

It’s not about the amount of time that determines success in the relationship, but what does affect the outcome is…

…whether or not you skip stages… and specifically whether or not you skip more than two stages… it’s assault.

Think about it for a moment… if you skip more than two stages at any point in the relationship (and the other party isn’t on board with you)… they’re going to feel like you’ve assaulted them.

So the BIG question is “What does this mean to us moving forward to create offers and campaigns designed to attract new and qualified drivers to your company?”

What it means is that…

The SAME RULE APPLIES to us!

Whether we realize it or not… it applies. Oftentimes, however, what we’re doing in our truck driver and/or transportation recruitment marketing campaigns and in our offers is that we’re (actually) assaulting our prospects.

We’re making the wrong offer… or maybe we’re making the right offer at the wrong time. We’re basically proposing marriage on a first-date.

So understanding (when it comes to the type of traffic you’re working with… whether it’s cold, it’s warm or it’s hot) if a prospect is seeing your promotion for the very first time (and once they click on your ad and land on your website’s landing page) your offer shouldn’t be…

“Hey… come drive for our company and when you do we’ll make all your wildest dreams come true!”

Like I said…you should NEVER do this, but you see Recruiters (and even Owners) doing this on a daily basis. You also see it a lot of times with ads created for these companies by the so-called Recruitment Advertising and Marketing Gurus (where their ads are taking cold traffic and sending them straight to a page that contains an online application for drivers.).

“Apply Now for the Job of Your Dreams Driving for XYZ Company!”

That’s like a guy walking up to a gal that’s a total stranger and saying “Hey… what are you doing Friday night? I’d love to have you over to my place for dinner!”

Her response? “Who are you?… I don’t even know you! Why would I invest my time with you (a total stranger) before I have any clue as to who you are?” (While she’s thinking to herself…

“This guy is a creep!”

The other mistake I see a lot of recruiters making is that they’ll try to add in all the steps but move through them way too quickly (thus skipping steps in the process). By doing this you come across as fake, disingenuous and high-pressure in the minds of your prospects.

By running promotions and making offers that aren’t authentically trying to serve your prospects and (hence) you move too quickly (by skipping steps) … your promotions not only do not convert the prospects into a new driver for your company… they end up (in many many instances) turning the prospect off so that they will never respond to any promotions you run in the future.

Again… if you’re a single guy and you walk up to a girl in a club and say “Hey… my name’s Bob what’s your name?” and she says “Hey… my name’s Julie”… and you say “Nice to meet you Julie… would it be OK if I bought you a drink?” and she says “Sure… that’d be fine”

And then you say… “OK… let’s finish our drinks and go back to my place right now” and then she slaps your face or walks off… you can’t be like “Whoa… wait a minute… I bought you a drink… what’s the big deal here?”

You can’t get upset with her reaction in that case because you’re acting like a pervert… and hopefully she slapped you hard enough that you would never make such a fool of yourself ever again.

The IMPORTANT thing to remember when crafting your offers is that it does hurt to ask… and if you’ve ever heard the expression “Well it doesn’t hurt to ask” … I’ve got news for you. IT DOES.

Of course it hurts to ask. You’re a professional and if you say (in your offer) “Hey… nice to meet you, welcome to my website… fill out our online application, don’t ask questions and give me naming rights to your first-born child” … understand that you can’t back off of that.

Those prospects are G-O-N-E!

Especially on the internet… they are gone. That back-button is right there… it is ever-present. They’re gone.

It DOES hurt to ask… so sequence matters… and at the same time… you DO have to ask (Huh?)

There are a lot of my recruiter friends out there who are focusing heavily on inbound marketing strategies in an effort to acquire new drivers… but C’mon folks… at some point you have to ask the prospect to download the Lead Magnet or Tripwire BEFORE you move right into marriage.

So now… let’s talk about what these steps are. When we’ve gone back and reversed engineered your new driver journey (NOTE:  The “New Driver Journey” is a map of all the steps your target prospects goes through from the first instance of hearing about your company until they become an employee or contract worker, then on to becoming an advocate and then promoter for your company where they’re seeking out and bringing highly-qualified new driver candidates to you)…

…(which is) how do you take them from total stranger to raving fan actively promoting you and your brand?

These are the steps and they’re worth noting. Remember that we’re still talking about sequence.

Step #1 – AWARENESS

So what’s the best way to make a potential new driver aware of your company?

ANSWER: To have really awesome content (that the prospect sees value in… not what you “think” they should find valuable) … and then pay to drive traffic to that content.

If you’ve got really great blog post (for example), then you should be buying advertising (ex: “sponsored posts on Facebook and things like that”) and sending it to that content.

You should be making people aware of your awesomeness. Give them value in advance.

Step #2 – ENGAGE

So how do you engage with your prospects?

The best way to engage with new driver prospects is by telling stories. You can tell SUCCESS stories about your drivers … and you can tell stories (without thumping your chest) about yourself.

The key is to make sure that your content will be perceived by your prospects as having value and creating it in a way that they will consume it. Content that is technical, boring, self-promoting or just doesn’t deliver value to your prospective drivers will never be consumed and the potential relationship with your prospects will end here.

Step 3 – SUBSCRIBE

This is where they’ll opt-in to get more content (this is akin to the stage in Desmond Morris’ research: “Hey… can I get your number and call you sometime?” Now we’re heading into…

Step #4 – CONVERT

When we’re thinking about a conversion, we’re NOT thinking about a conversion into a new employee – (which is akin to you trying to convert them from a total stranger into your spouse).

In this step you’re trying to convert them from a stranger into a friend. So if we were comparing this to dating relationships this would be “Hey… we should go have coffee sometime”. This is a low-commitment stage.

In this stage in this sequence, you want a low-commitment offer. So ask yourself…

“What is the lowest barrier commitment you can have that does get your prospect to show a little bit of commitment?

We’ll talk more about that in a bit, but you’re not asking them to take a lot money out of their pocket to get it.

That’s what I’m talking about here. Getting them to make a really really small time commitment here. It’s appropriate at this point to say “You know what… why don’t you call our office and schedule a new driver consultation?” That’s a small commitment that they’re making.

Step #5 – GET THEM EXCITED

Which means that once they have made that small time commitment (online application as an example) or they’ve come into your office for a consultation with you…

Now you’ve got to Deliver the Goods!

You have to actually over-deliver on the value that you deliver and get them excited about it.

Step #6 – ASCEND

Once you’ve got them to make a small commitment and you’ve got them excited about it… now it’s appropriate to say (using the comparison from Desmond Morris’ study) “Can I take you out to dinner?”

Not “Can I meet you somewhere for dinner?”… but “Can I pick you up at your house, take you out to dinner and drop you back at your house?”

Step #7 ADVOCATE

This is the step where they begin to advocate for your brand, which is a passive form of promotion so when somebody asks about you, they’ll say something like“Yeah, I think the XYZ Trucking Company is really solid.  I love working here.”

Step #8 – PROMOTE

This is the point, where your driver becomes inactive promoter of your company. This is where they become a true ambassador on your behalf.

So thinking about your offer, not as a single offer on a single page, but as the entire new driver prospect journey. And specifically, what are the offers that you’re going to make along the way in the appropriate sequence has everything to do with the success of your offer.

Consider this: You may have the greatest offer in the world… In other words (using our Desmond Morris reference) … you could be the greatest looking guy (or gal) in the world… have a gazillion dollars in the bank… be the world’s greatest Casanova type person… and if you go up to total strangers and say “Hey… let’s go back to my place for… you know…!!!” … Chances are good you’re going to get smacked in the face (or worse if you’re in Chicago)

The quality of your company has nothing to do with the degree to which you are able to make that offer.

It has everything to do with the sequence.

So understand first and foremost, when you’re creating your offer… “where are you in the sequence and make an appropriate offer with regard to the commitment?”

I actually recommend that you get out a piece of paper and MAP your driver prospect journey. I can tell you what it looks like at Bartens Media. You know at BM our new client prospects are referred or their gonna typically see an ad on Facebook or Google.

That’s going to make them aware of our brand then they’re going to click on are ad, and that’s gonna take them over to content.

High quality block posts, where they’re going to hopefully engage with that content and they’re going to like it so much they’re either going to subscribe to our list on that page… or are retargeting ads are going to follow up with them and they’re going to subscribe at a later date.

Once they have subscribed, we’re going to ask them to make a small purchase… usually like a $7.00 report or video. But now we’ve got a conversion. They’ve converted… so now we’re up to step four.

  1. We’re going to make sure that that’s a great experience.
  2. We’re going to try to get them to ascend into a full blown Client.
  3. We’re going to get them excited once they become a new Client by encouraging consumption and getting them to come onto our coaching calls and things like that.
  4. We want to get them excited by getting them to participate in the Bartens Media Execute Group.
  5. And hope that they ascend again and purchase some other services and eventually they’re talking about us.
  6. Eventually they may even become a certified partner and are actively promoting it.

But understanding your “driver prospect journey”, but what are those steps… That is probably the most critical part of offer creation… Because sequence is everything.

I know that I’ve spent a LOT of time on (just) part one of the four of, but it’s because this is probably the most important.

Most of our new Clients…when I go to work with them… And they’re like “Our campaigns are not working and the new driver prospects are either low-quality and/or not converting to care… What’s the problem?”

It’s not that there’s anything wrong with their company or the job they’re offering new drivers… There’s nothing wrong with their services or any particular products that are selling… their services and products are great.

There’s not a problem with the starting salary… Many times there’s not even a problem with the sales copy… The problem is with the sequence… of when they are offering it.

What they need to do is put something else in front of that offer they’re making.

They need to just STOP going up to total strangers and saying “Hey… can I take you out on Thursday night?” and they need to engage them in conversation and ask them if they want to get coffee.

Messaging plays a pivitol role in creating the perfect new driver recruitment campaign

So let’s move on to step# 2 which is MESSAGING.

I think most of you were probably hoping to get a lot of this part of the blog post as an example “How to craft a message for your offer?”

I’m gonna make this really really simple, when it comes to messaging I want you to answer one question:

Does your copy speak (so the copy on your page; sales copy; landing page copy; the scripts in your video presentations; your webinars scripts; scripts that your staff uses when new driver prospects call for an interview or have questions; whatever that copy is…

“Does that copy speak to a specific, desired end result?”

What is the specific desired end result that your new driver prospect wants to achieve?

In other words, where do they want to be?

Your prospects are only interested in coming to work for your company because it gets them something that they don’t yet have. That’s why we work where we work… so we can have money to buy the things we want. And so understanding “What don’t they have yet that you’re delivering (beyond just the features of that) is absolutely critical.”

And yet in my experience, most Driver Recruitment and Marketing Agencies grossly over-complicate the copywriting process. They want to come up with these really clever and witty headlines because they’ve seen copywriting legends like Gary Bencivenga, John Carlton, Ken Newhouse and Gene Schwartz crafting these amazing stories and they want to duplicate that.

When that happens (i.e., “the creation of a killer story with a great hook”)… it’s magical. Take for example my friend John Carlton. He created a series of golf ads based on a story of “The One-Legged Golfer Who Could Consistently Drive The Ball Over 300 Yards”.

That series of ads sold millions of dollars of a specific golf product because people (mostly men) were like “Geeze… this guy’s only got one leg and if he can hit the ball that far… I bet I can do even better. I have to know his secret!”

Well suffice it say that I don’t know of anything that a help-wanted ad can offer that’s quite that sensational and/or going to cause a stampede of drivers to want to respond to it. Selling the amazing is easy… and it’s even easier when you’ve got a great story like the one above.

NOTE: In a second I’m going to share a secret with you for pulling out a great story if you don’t have one.

At the end of the day… don’t over complicate the this process. Speak to the desired end result of your prospective drivers. One of the best examples to highlight this is a book that was published back in the 1980’s by Nora Hayden called “Astrological Love”.

What was it about?… I have no idea but that doesn’t matter here.

The book sold approximately 1,800 copies and then summarily went out of print. Now fast-forward 8-9 years and a new publisher gets a hold of the book and republishes it. Same author… same content… but a different title. They changed the title of the book to “How to Satisfy a Woman Every Time… and Have Her BEG for More!”

So ask yourself… which title speaks to the “Desired end result (of frankly both men and women)” more effectively? This version of the book (remember… same author and same content) went on to become a #1 New York Times BEST SELLER with over 2.5 MILLION copies sold.

Now that is the power of speaking to the “desired end result”.

We “ALL” make the mistake of crafting marketing messages that are designed to be cute, funny, or catchy (and they fail) when we should be focused (and disciplined) enough to build them on nothing other than the desired end result of our target prospects.

Specificity IS The Key To Your Success

When you’re crafting an ad or campaign you must be specific when going after your prospect’s desired end result.

Here are two (actual) examples of ads offering free lead magnets that teach users how to run a marketing campaign on Facebook. Read the headlines and ask yourself which one generated a bigger response.

Example #1: “Click on the button below to download your FREE Facebook Marketing Tutorial”

Example #2: “How we generated 250 leads on Facebook in under 18 hours without spending a dime on advertising”

Which one is more specific? Which one generated a better response?

The second one of course because it was packaged better and more specific to the desired end result of the prospects we were targeting. The funny thing about this, is that the lead magnet was the same for both.

Both ads were offering a “Free Facebook Marketing Tutorial”.

So remember… when I talk about specificity I’m not simply talking about specificity as it relates to the number of something or the service that you’re offering… rather I’m talking about specificity as it relates to the desired end result of your prospects.

One of the pieces of content we’re offering (for free) at Bartens Media that focuses on the specific desired end result of our target market is a lead magnet we created called the 10-Minute Social Media Audit Cheat Sheet.

The 10-Minute Social Media Audit Cheat Sheet allows you to grade your social media efforts and identify hidden opportunities to get more (and better) driver leads, increase engagement, drive more traffic and acquire the Drivers You Want Most…

…what messaging you should use in your marketing and advertising (i.e., “targeting their desired end result with specificity)… and how to build and optimize your online funnels to generate the highest conversion rate possible.

Now if you’re looking for information that will help you improve your social media marketing efforts so that you will consistently generate more qualified new driver prospects and ultimately the highest-quality new drivers for your company you’ll want to see our ad for the 10-Minute Social Media Audit Cheat Sheet

You’re going to go to this post and read it. Our ad has taken you to a very passive offer which is: READ this post.

On this post you’ll find a headline that speaks to the desired end result of companies who want to consistently generate more new drivers from the internet… a headline that passively encourages you to read this post.

Now next to that piece of content (in the side bar) is an active call to action. “Opt-In” to access these other free tools that will help you generate more quality new drivers from the internet.

All of this is happening within minutes of them reading our blog post. Think about it. They saw an ad… (they had no idea who Bartens Media was) …they go to the blog post and consume the content… they’re feeling pretty good about our brand which results in their opting in to download our free content.

At this point we’re not asking them to give us money or to become a paying client… they’re only giving us their email address. Then we’re providing them with some additional value… they’re consuming that and then we’re saying “If you like this… you’ll really love this other thing.”

At this point they’ll buy one of our Trip Wires (like $7.00) and that piece of content provides amazing value to them which makes it much, much easier for them to justify (to themselves) investing in (as an example) our Facebook marketing services (they ROCK!) or our driver referral system.

What’s cool about all this is that ALL OF THIS can occur in less-than 60-minutes time! So if you’re worried that this process might not be a super-fast method for generating new driver prospect traffic… don’t be.

It can be incredibly fast and even more importantly, it delivers a much-higher quality of prospect which means (putting it simply) that you’re going to have an easier time getting new drivers to become interested in your company and ultimately want to work for you.

And to remind you of an earlier point in this post… we did NOT skip a single step in the process of building a relationship (as outlined by Desmond Morris).

Every single step was present in our funnel (thanks in part to technology) … and in making our offer at the right time.

I want to revisit the copywriting subject here and make it radically simple for you. Here’s what you need to do to create winning copy in your ads and marketing campaigns…

You need to be able to articulate the move from the “before state” to the “after state”.

Let me explain.

Your prospect… the drivers your targeting… right now (where they are today) …they are in some state of discontent… to some degree. Maybe they’re happy but they want to be happier.

Maybe they’re frustrated and they don’t want to be frustrated. Maybe they’re sad and they want to be happy. Maybe their job doesn’t pay well and they want a better paying one… or maybe they’re not well and they want to be healthier.

Whatever it is… they are in some state of discontent, or they’re not in a job-seeking mode.

We buy stuff… even really really wealthy, happy, thin, successful people…buy stuff because it takes them to an even happier “after state” … or at least they believe that it will.

So your ideal prospect (right now) is sitting somewhere in some state (and some degree) of discontent. The most content person in the world isn’t going to be applying for a job with your company.

The question you have to ask yourself is that “Once they have been hired by your company and started work for you)… what does their after-state (assuming your company is cool to work for) look like?”

So they’re some place before… where are you gonna take them “after?

NOTE: Good copywriting… good advertising and marketing… a good offer simply articulates this move from the “before-state” to the “after-state”. That’s what it does… but it does it in the appropriate sequence.

You know… walking up to a total stranger in a bar and saying “Can I buy you a drink?” Right now they’re thirsty but after they drink it they won’t be thirsty… but they will have someone to talk to.

So what’s the most effective method for describing this “before” and “after” state in this process?

The easiest way to do it is to look at it terms of “have.”

Meaning… “What do they have before… that they don’t have after?”

Or… “What don’t they have before that they do have after?”

How has “what they possess”, changed?

I’m talking in reference to really basic features here. If you’re talking to a prospect who wants whiter teeth… you might say “If you’re tired of being away from home and missing out your kids growing up (the before) … “and you’d love to know more about driving for a company where the starting pay is great and where you’re home most weekends and holidays” (the after).

That’s how you describe the before and after.

The second way is in terms of feeling.

What do they feel before and what do they feel after? What is their emotional state before and what is their emotional state after?

Most of us have heard that we need to inject more emotion into our copy, and the best way to do that is to ask yourself “How do they (your prospects) feel before and how do they want to feel after?”

For someone who is bitter that they’re always away from home and seemingly on the road over most holidays and (once they come to work for your company) their after state may be one of pride and confidence.

The third way of articulating this is “average day”. What does the average day of your prospect look like before they know you … and what does it look like after they know you? What does that look like?

The unspoken before state could be “You’ve missed another one of your kid’s ball games, graduations or birthdays and although you work hard for your family… you can never find the right words to help your kids understand why you’re always missing”.

The unspoken after state could be “You’re going to be home for those special events and occasions in the life of your kids and you’ll make more than enough money to show them how special they are to you.”

These ads contain absolutely NOTHING about the companies cutting-edge trucks… their AMAZING digital technology… their brand new mechanics shop… or their awards…  none of that crap.

These campaigns are (real and they’re) killing it because they speaking directly to their driver prospect’s desired end result. These prospects could care less about this companies awards or their trucks or equipment. They care about their results.

The fourth way is “Status” … and status is the most-powerful of all. If you can change someone’s status… they will follow you forever.

Napoleon once said… “I have made the most wonderful discovery… men will fight long, hard, even die…for a bit of colored ribbon.”

Understand that most people walk through life grossly underappreciated that if you show them (even) the tiniest bit of appreciation…give them just a little bit of status bump… they’ll follow you.

So how can you incorporate status into your offer and how can you speak to it in your copy? So those are the four ways we can articulate before and after.

If you’ll go through those exercises I guarantee that you’ll create far more compelling headlines, hooks, lead magnets and offers than you ever have before.

So far we’ve talked about #1 – Sequence and we’ve talked about #2 – Messaging.

#3 is Commitment.

How can you deploy micro-commitments to lock your prospects into the process?

There are two ways to get prospects to show commitment.

So lower those barriers for commitment and get some of those micro-commitments in before you ask for the bigger commitment.

This is why we love webinars.

With webinars people are making a commitment with their time… committing to being in a certain place at a certain time, for a certain duration. That’s a commitment.

Once you’ve had someone on a webinar… that’s like a first date.

That’s why is a LOT more effective to generate higher-ticket transactions from webinars than you can be offering them on your website.

It’s also a lot lot easier to get a quality driver to apply and then into your company for a face-to-face interview than it is to run a promotion online that tries to attract the best drivers right outta the gate.

The fourth point of optimization is “The Little Victory”.

With the micro-commitment we’re trying to get the prospect to give us a little commitment with their time. It’s like the “C’mon… just meet me for coffee and then (once you see that I’m cool) I’ll ask you out to dinner”

It’s about getting the prospect to bend a little bit.

When you talk about incorporating the little victory… you’re talking about something (on a small level) that’s going to let your prospect feel like they “won” …

…like “they got it (the result)” … this is going to allow them to feel like “they can achieve anything with you”. This method helps them overcome their biggest hurdle, which is self-doubt.

This is the thing that’s really going to help them consume (i.e., “take action”) and get excited about it. A great example of this is Constant Contact email service.

Constant Contact found that when they signed up a new customer for their service (when they said): “Step #1… upload your email list”… people got confused… they got scared.

The customers were saying… “That’s hard… I don’t know how to do that. I can’t figure this out and I don’t like feeling like a failure… so you know what… just cancel my subscription.”

When Constant Contact switched it to “OK… Step #1: Let’s design your email template. Upload your logo”

The customers were like “OK…easy enough.”

The Constant Contact said “OK… Write your first welcome message. Pick a template from our list. What colors do you like?”… Those kinds of things… Their new customers were like “This is great… and it’s easy.”

Now that Constant Contact gave their new customers that little-victory”… once they’ve given them that quick-win of “Congratulations… you just crafted your first email… it was really easy to say…

“Now… who do you want to send it to?”

“OK… Step #2: Upload your list” That one small change cut their churn (cancellation rate) DRAMATICALLY!

Now you may be thinking “Joyce… what does that have to do with making an offer? You’re talking about a scenario where the sale has already been made.”

That’s where I put the brakes on and tell you that you’re wrong. Marketing doesn’t stop just because the sale has been made. Just like when you’re in a healthy human relationship, you don’t stop buying your girlfriend flowers and taking her out on dates just because you’re married.

Marketing to your drivers (after you’ve hired them) doesn’t stop… offers don’t stop… dating doesn’t stop, just because the sale has been made. Why? Because (if you’re smart) you want to continue to encourage ascension.

So in this case (in getting users to “stick”) they’re going to encourage their new drivers to stay with the company month-after-month after month, because they got them that quick win.

Now to be fair… you can’t always implement this… but in every instance you should be asking yourself “What can I include in my offer that will give my new drivers that “quick win?”

Even better… if you can have something that gives your new drivers that quick win… and teaches advocacy (referral). Now… not only are you going to lock down that new driver so that they stay with your company, but that driver is going to begin to self-replicate (i.e. “refer”)… there’s going to be a viral co-efficient to your marketing.

So to recap… check your marketing campaign’s sequence. Map your driver prospect journey (i.e. “driver journey”) through those eight steps that we talked about.
Map your new driver journey all the way from:

  1. Awareness to
  2. Engagement to
  3. Subscription to
  4. Converting… (and remember… converting doesn’t mean that you’re “married” … converting just means that you went from strangers to friends to now you’re dating.
  5. They’re getting “Excited”. The flowers, the dating… that doesn’t stop just because you’ve made that first sale because we want them to
  6. Ascend (up the value ladder)
  7. Advocate (i.e., “Refer”). The way we get them to advocate is to teach it to them (specifically) how to refer. You should walk them through the right way to do this before they leave your company. Do NOT leave it up to them to figure it out. Invest 2-3 minutes and show them what to do and what to say to successfully refer someone to you. And the last step is getting your drivers to become…
  8. Active Promoters.

Not all of your drivers are not going to become active promoters but if map that process of your sequence, then you can go back and you can say…
a. What is their (i.e., “your drivers”) desired end result at each of these stages?
b. How can we map our offers and our messaging to it throughout the stages?
c. How do we map out our traffic?
d. How do we tie this into our landing page copy?
e. How can we incorporate little-victories along the way?

If you’ll use this approach and keep that in mind in your marketing and in every step of your new driver prospect journey, I can guarantee you that you don’t have to be the best marketer/copywriter in the world to enjoy great success. You just have to put yourself in the shoes of your new drivers and ask:

• What do they want?
• Where do they want to be?
• How does working for our company get them there?

And then speak to that.

Speak to that and articulate the shift from the before state to the after state and you’re going to create offers that consistently deliver amazing results for you.

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