‘Each ad only needs one idea, maybe in the headline, explained in the introduction, and perhaps at the end to tie up the copy with a nice, neat bow.’
Just to give a bit of context, this quote is from the section of our Copywriting for Recruiters course that talks about creative copywriting.
We occasionally meet recruiters who are so creative that they stuff their ads with ideas.
They get so carried away with their ideas that they forget they are trying to advertise a job.
The information (benefits to the reader) get lost in the entertainment (the recruiter’s ideas). It’s the classic tension between form and function that applies to all creative endeavour.
There are two important things to note.
If you happen to be full of creative inspiration, you don’t want to splurge all your good ideas in one ad. One idea per ad is plenty. So save them up and share them around.
If you’re not naturally creative, don’t worry. Creative ideas are not compulsory in a job ad. They are a ‘nice to have’ not a ‘need to have’. A ‘desirable requirement’ not an ‘essential prerequisite’.
Remember, it’s a job ad. It doesn’t matter whether it’s tied up in a bow. What matters is what’s inside the packaging.