You’re hiring and just are not seeing the quality flow of people responding to your job ads. A bit frustrated, you decide to launch an email/LinkedIn campaign targeting people from your competitors. You identify the people you want to talk to and start sending messages. Hopeful that you’ll draw in the strongest talent. 

But the response is underwhelming at best. Why?

Because no one cares about your company, your job or you until you can demonstrate the value of “what’s in it for me?”. The selfish way you message is the #1 reason you fail to gain a positive response.  Start with a person’s pain first, then you'll gain their attention.

Our guest today: Henna Pryor, President & Executive Coach for Pryority Group

After an explosive 14-year recruitment career working with top performers, growing managers, and C-suite leaders, Henna founded Pryority Group to realize a vision that access to coaching and development is the most important asset to any individual’s continued growth. 

Henna prides herself on an "empathetic but no-nonsense" approach and has been recognized quickly as a secret weapon of companies ranging from fast-growing startups to Fortune 500. She has a dual specialty in working with high-achieving women and measurably improving the performance of sales teams and growing start-up businesses through her in-demand sales messaging training programs and strategic coaching. 

Today we discuss:

  • Why no one cares about your messaging today
  • How to structure your digital communications to gain a positive response

Challenge today? 

Reaching out to candidates digitally in a noisy marketplace - getting their attention and keeping it.


  • Peoples attention span is about 8 seconds in digital communication (goldfish) 
  • Initial outreach is usually operating from middle school English class writing techniques
  • Subject line kills you (great opportunity)
  • The spotlight is in the wrong spot. People start by talking about themselves right out of the gate.  People don’t want to hear about you right away. They want to be the hero of their sales message first.
  • People are motivated by
    • Love
    • Hate
    • Fear of
    • Vanity
    • Pride
    • Longing for

Why is this important to the company?

  • Even in digital communication, people buy on emotion.
  • People get 121 emails a day- most of which are deleted or ignored
  • Most leaders have not been taught sales writing 

Rick’s Nuggets

  • Pain, desire, impact

How do we solve the problem?

  • Subject Line

    • Must induce curiosity
    • Ie:  You wouldn’t believe how we do this, 
    • Confidential mysterious confession- top open
    • “That was a huge fail” 
    • What's something special? What’s something you want to get away from?
  • The Content
    • You Perspective (“I get you, I understand where you’re coming from, I relate”
    • Here’s why it might be worth chatting with me for a few minutes (features + benefits, ideally at least 3)
  • Call to action
    • Very clear
    • Low pressure, low commitment

Rick’s Nuggets

  • Strike a nerve by identifying their pain 

    • Be specific (growth, management, work content)
  • Desired outcome by alleviating the pain
  • Performance Metrics (Impact they will make)
  • How’s my telepathy?


  • You have been eagerly anticipating my email, but I just received your telepathic message so I apologize for taking so long to get back to you ;-). 

 Acknowledge the Pain

  • I understand you are pretty good at your job but your talents in XXXX (personalize) may be a bit underappreciated (or underutilized, under-challenged, over-managed)  in your current role. 

Key Takeaways -Value:

  • Attention is a currency. You might have the best opportunity with the biggest runway, but none of it matters if you don’t have a rock solid digital communication strategy to catch the attention of the right people to engage the conversation further.
  • Your value proposition alone isn’t enough to attract a good candidate in this marketplace. You need to express in your outreach that you understand THEM, and then walk them through the benefits that will make your message compelling enough to want to continue the conversation.
  • Using the framework shared will give you a much more compelling message to attract the candidate and give you a much better chance of starting conversations with the top passive talent as well, not just the active talent.

Guest Links:

Henna Pryor: LinkedIn

Company: Pryority Group  Facebook  Instagram 


This show is proudly sponsored by Criteria Crop


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