Don't sell the house, sell the home!
I've browsed real estate adds hours on & only one stood out.
It explained how a house was home to a family. How the kids had happily grown up inside and moved on.
Time had now come for the house to be home to another family.
The parallel is obvious with job ads & job descriptions.
Don't sell a list, sell a vision !
This article made things click: https://lnkd.in/dYCKq2d
#copywriting #sourcing