How to write riveting copy about any topic—even a job ad

On Ragan.com‘s sister site PR Daily, I’m in charge of writing a daily feature known as the “Job of the Day.” If you didn’t get the gist from its title, it’s where I pick a job related to the media world to highlight on the site Monday through Friday, rain or shine, come hell or high water.

Roughly figuring the math, that’s an estimated 250 jobs to feature in a year’s time. And if you haven’t been in the job market lately, I hate to be the bearer of bad news, but job descriptions are about as bleak as unemployment is high.

That’s where my job comes into play. It’s my responsibility to get people to click on the ad. As with any copy, they’re not going to click if my message is a snoozer.

Whether it’s a memo, employee profile, or new product announcement, the lame game isn’t one any communicator should play.

Here are a handful of life-changing, mind-blowing tips that might help loosen those neckties a little. Perhaps even unbutton that top button—dare to dream.