Over the years, we’ve focused a lot on the negative aspects of recruiting.
What not to do.
Today, we’re staying positive. We’re focusing on your recruiting letters and emails, and how to get your prospects to pay more attention to them. Because the more effective you are in your writing, the better you’ll be able to tell your unique story to your recruits.
Why? Like it or not, the first step in the entire recruiting process usually starts with a written message from a coach. So, it’s important for coaches to take the subject seriously.
Even more compelling? Our studies show that a recruit will most often draw their initial picture of a coach and program that starts to recruit them through the letters and email messages that they receive.
So, see if you can apply these proven tips to your recruiting messages to get more meaningful response from your recruits:
- Write your letter and email copy like a website. How do you look at a website? If you’re like nearly 80% of the country, according to a recent study, you ‘scan’ websites for information. Do your letters and emails have the same look and feel of a website? If not, you’re not taking advantage of our society’s new way of looking for (and finding) information. Your recruiting letters need to look, sound and “feel” different than they probably do now.
- Ask a lot of questions. What we find in our research is that this generation of student-athlete is that they need you to ask them questions. Even if they don’t answer every one of them, they will actively engage with you in their mind. Eventually, they stand a better chance of replying to you and taking the next step in the recruiting process. Make sure you ask them questions. Lots and lots of really good questions.
- Use bullets. Bullet points break up ideas into easy-to-read chunks that let your prospect ‘scan’ your message more effectively. It’s easier on our eyes, and is one of the ways we like to drive home the main points we want our client’s prospects to understand. That’s what we’re doing here with this numbered list…see how it helps you take in the information we’re presenting?
- Be bold and use bold. Bold type is another way to set your ideas in motion with your recruits. We see a lot of coaching letters that coaches write with bold type in a traditional place…usually at the beginning of a sentence or main idea. Nothing wrong with that. It’s better than nothing. But if you really want to interrupt your prospect’s train of thought, try bold face type at the end of a main idea. That way, they’ll have to re-read what you were talking about before the bold face type, which further engages your reader.
Those are four very easy, very effective ways to re-capture the attention of your recruits when they get one of your envelopes or open one of your emails. Your homework: Take just one of your tired, old messages and apply these four techniques. See if it looks and sounds more like something one of your recruits might want to read and (more importantly) want to respond to.
Getting your recruiting messages read should be Goal #1 of any serious college recruiter. Make sure you re-tool your approach as soon as possible, Coach!
One month and counting to our biggest and best conference ever, the 2011 National Collegiate Recruiting Conference in Nashville, Tennessee on June 3rd through 5th. If you haven’t made your plans to be there, hurry! Our block of heavily discounted on-site hotel rooms are almost gone, and the deadline for registration is approaching fast. Just click here for all the information and to register for this Summer’s NCRC!