by Mandy Green, Busy Coach
For the last 2 weeks, I have been showing you my recruiting workflow system.
In week one I talked about how research is the difference between good and great. Last week I walked you through my planning process.
This week, I will share the goals that I have for each recruiting email that gets sent out. I have this list below sitting next to the computer when I am composing a message. This list gives me purpose, direction, and helps me remember what to write.
Recruiting Email Goals: When we create a message that will go to a prospective student,
- We want them to reply to that message,
- Leave some questions unanswered,
- And to have that communication to set up the next message.
Generate a response. Do not try to sell your school or convince a prospect to choose your school based on what’s written in one letter. The focus of each of your written communications should be to generate a reply from your prospect. You aren’t going to be able to effectively “sell” your college or university until a prospect feels like he or she can be comfortable interacting with you.
Leave some questions unanswered. Recruits don’t want us to try to answer everything in one letter. Instead, leave some details and answers out so that they have a reason to listen to you the next time.
Set up the next message. When you send a prospect a letter or email, make sure that you let them know what’s coming next. In other words, a letter that goes out next week should set up an expectation that another message is following in the coming days. Your recruit should be expecting the next step, not wondering when it will come. The only way to do that is to very clearly spell out the steps that you’re taking in the process.
It’s imperative to establish this system as early in the recruiting process as possible. As many of you begin written contact with this next class of recruits, I encourage you to make sure your letters and emails include these three important elements.
If you include them, and they are structured correctly, you’ll get results and responses that exceed your expectations.
Have some more questions about how you can improve your recruiting emails? Email Mandy Green to set up a strategy call at email@example.com.