What Could Possibly Be Different About A Salary Survey? When the Director of Marketing at AppleOne asked me to write an email for their 2013 Salary Survey, the call to action seemed 'out of place'. To access the survey, corporate HR managers would have to agree to an in-person meeting with the AppleOne sales team rather than just download the survey instantaneously from the web (like the gazillion other free salary surveys). So I created a concept service to add valuation: Pay The Smart Way. This pro-bono AppleOne Advisory comes with a bonus, too. Bottom line: The Director of Marketing hated the piece. But I wonder, would the sales team and/or CEO felt the same way?

1. Tia Dobi’s Email Copy for AppleOne
Tia Dobi, Copywriter tiadobi.com tiad@earthlink.net
[Email subject line choices]
What you really need to master recruiting in 2013 Sure-fire way to protect your recruiting
A simple way to master compensation in 2013 An important message for recruiters in 2013
This email contains a plan for profitable recruiting in 2013 Fail-proof compensation for 2013
Time sensitive: Simplify recruiting for 2013 Introducing Pay The Smart Way
[BODY COPY]
Dear [FIRST NAME],
For American businesses, wage and salary compensation, hiring decisions, or figuring
out how to get more work done with less people is becoming an increasing source of angst.
Are you losing revenue because salary decisions are more complex?
In fact, [FIRST NAME], I’m writing you today because 2013 is ushering in
unprecedented money challenges in the human resources industry.
Consider four impending truths:
“With the new Obama healthcare law requiring businesses with 50 or more full-time workers to
offer coverage or be fined, employers must plan and rethink their workforce now more than
ever. New taxes and mandates will complicate these decisions and cost businesses money in the
long run.”
- Amanda Austin, National Federation Independent Businesses director of federal public policy
“For Americans eager to land a new job, win a promotion, or snag a decent raise, 2013 will be
job seekers best chance since 2007 to get ahead.”
- Money Magazine’s Make More in 2013
“With employee turnover up 30%, nearly 70% of businesses are taking steps -- including pay
increases -- to prevent the exodus of top talent.”
- Consulting firm OI Partners
“Demand for skilled positions is growing much faster than supply, leaving many employers unable
to find qualified workers. Employers expect to provide higher compensation for both current
staff and prospective employees.”
- 2013 Annual Hiring Forecast, CareerBuilder.com
PAY THE SMART WAY
ADVISORY 2013
20133
RY 2013

2. Tia Dobi’s Email Copy for AppleOne
Tia Dobi, Copywriter tiadobi.com tiad@earthlink.net
Meanwhile… as the number of employers adding fulltime headcount is trending up
from 2012, so is the number of those planning to reduce staff and hire temporary workers
as a way to maximize Obama Care wisely.
So how are you going to navigate this paradoxical mix of payroll optimism and
caution without making a detrimental move?
Introducing Pay The Smart Way:
AppleOne’s Free, Custom 2013 Solution
Pay The Smart Way is a custom-tailored solution that allows you to
nurture the people who nurture your revenue with the right strategy
and structure.
To start, it’s a deep-dive advisory that enables you to understand what’s
really going on inside the wage and salary landscape.
With it, you can prioritize your budgeting for the positions, wages, or
raises essential to the growth of your company. And it speeds up
recruiting efforts, without forfeiting methodical thinking.
Pay The Smart Way is your insider advantage to outsmart marketplace fiscal
challenges while providing you with precise answers to your most pressing compensation
questions.
Plus, our new Attractor Factor positioning bonus gives you a surprisingly simple way
to end the talent crunch that eludes 90% of companies.
With Pay The Smart Way, you’re going to have consistent results
1: Pay The Smart Way is built on specific, solid information. NOTHING RANDOM.
2: The simple moment of defining your goal to your AppleOne consultant will help you with
every subsequent line-item decision.
3: You can spot mistakes in strategy and fix them all by yourself, thereby improving
attraction and retention.
End your pay struggles today...
No matter what business you’re in or the markets you’re exploring, a fail-proof
compensation system is the best way to protect and grow your revenue.
Pay The Smart Way is a concise, face-to-face consulting that starts with some eye-
opening information…
Pay The Smart Way
is not about the
info-outlay. It's
about applying
what you learn...

3. Tia Dobi’s Email Copy for AppleOne
Tia Dobi, Copywriter tiadobi.com tiad@earthlink.net
 The three simple Fortune 500 tricks we’ve uncovered to improve your recruiting
efficiency in 2013
 How to cast a wider net without incurring avalanches of under-qualified candidates
 Why the stigma that diamonds cannot be found amongst the unemployed is no
longer true… and how to uncover gems who need little or no polishing
and moves through…
A hand-held tour into the AppleOne 2013 Salary Guide
The 2013 AppleOne Salary Guide: Compensation And Human
Resource Planning brings together pay findings from a sample set of
225,000 placements and job orders processed by AppleOne and our U.S.
affiliates (in over 200 locations), as well as interviews with HR and labor
experts, backed with 2012 direct-to-client surveys.
As you open your 2013 AppleOne Salary Guide you’ll find 44 pages
of easy to digest colorful charts, graphs, and indexed data including:
Benefiting from trends
 Why knowing how the Top Ten Employee Benefits stack up prevents you from
offering more—or less—than you should…
 Are flex scheduling and tele-commuting dead? Four check points that may surprise
you…
 The critical importance of industry rank—and how to make the most of it (even if
yours is lower than you think)…
Reducing workforce angst caused by talent deficits
 How to get things done in the workplace faster, cheaper and better…
 Why production managers unconsciously scramble to hit the panic button (and
prevent this from happening)…
 The #1 reason successful projects lose momentum and focus…
Knowing how much to pay
 National low/high salary ranges for 156 positions in 15 professional categories
(including human resources) that keep you from losing your money or your mind…
 The 9 geographical variances to reduce the risk of competitor usurping…
 Why it’s worth spending 10 minutes scanning our quick-pick job description glossary
before posting any position (Hint: think SEO, keywords, and hashtags)…
Now imagine having a precise, confidential analysis that gives you the
salary range and benefits you need to be considering based on your top talent
2013

4. Tia Dobi’s Email Copy for AppleOne
Tia Dobi, Copywriter tiadobi.com tiad@earthlink.net
need(s) and zip code location… your AppleOne representative is going to reveal that to
you.
Having the AppleOne 2013 Salary Guide in your hands is like having a detailed
blueprint for protecting and growing your wealth over the months ahead. Read what this HR
manager has to say…
Jane Doe
VP of Human Resources and Facilities
ACME, Inc.
Los Angeles, CA
What could possibly be different about a salary survey?
“If Warren Buffet counseled on compensation, he’d use the data published by AppleOne. In
2012 their ‘ethical espionage’ gave us both the larger picture and detailed minutiae to make
wise wage decisions in a town clamoring for qualified applicants. The 2013 salary guide
warrants a closer look as we seek to minimize our exposure to federal manipulation.”
Now for that bonus I promised you…
Hiring without regret: a secret 90% of employers miss
According to MSN Money, 69% percent of employers report that their companies
have been adversely affected by a bad hire in 2012, with 41% of those businesses
estimating the cost to be more than $25,000, and 24% saying a bad hire cost them more
than $50,000.
Simultaneously, 43% of recruiters said they needed to fill positions quickly. Yet many
find it takes too long to find people well suited to the company, or even worth interviewing.
The experience is frustrating… and not necessary.
Here at AppleOne, we know firsthand how meticulous recruiters can be. You carefully
consider where to advertise for candidates, maximize your search dollars, and do all you
can to get a good mix of potential applicants.
The answer to identifying better candidates earlier is simple, but if you don’t know
about it, it’s easy to miss. Construct job posts that truly connect with your candidates.
“I got so much value in terms of both the 'big
strategy picture' and how to go about it, as well
as the 'minutiae'.”

5. Tia Dobi’s Email Copy for AppleOne
Tia Dobi, Copywriter tiadobi.com tiad@earthlink.net
In 2013, becoming the leader employees will follow is key. The very best job posts
get in sync with what your top candidates are thinking and feeling. Adding your company’s
#1 Attractor Factor… the why you do what you do (not just who you are and what you
need) will revolutionize your hiring.
Avoid the Employee Rotisserie:
The secret of turning job posts into happy, loyal employees
Traditional job posts show candidates
what the company does and what the company needs.
But the most important attractor factor to finding and
keeping top talent—the why your company does what
you do and a clear sense of why a talent would want to
work for you—is sorely missing.
Today’s job seekers are becoming more aware of the
‘why’ in everything… what’s your cause, your belief,
your purpose? Uncovering and using your why in your
job descriptions is your #1 way to attract and hire
candidates without regret.
Put Power in Your Positioning
When you sign-up for Pay The Smart Way you’ll automatically
receive this one-page worksheet that walks you through the
four questions to uncover your WHY.
Fill it out, then review and tweak it with your AppleOne
consultant during your Advisory Session.
The best part? Whenever you write a job post that includes the
Attractor Factor, you’re birthing a copywriting asset that can be
used repeatedly.
Traditional job posts list
needs… putting hiring
managers at risk for hiring
unsuitable employees.
Attractor Factor
How do you know if your job post messaging is working as
well as it should? Why do you exist and how do you
communicate that in your recruiting? AppleOne’s Attractor
Factor worksheet helps make everyone a corporate
entrepreneur who is a growth agent for the company
because WHY attracts and retains passion.

6. Tia Dobi’s Email Copy for AppleOne
Tia Dobi, Copywriter tiadobi.com tiad@earthlink.net
Claim your place to be a master of compensation in 2013
A free, no-risk opportunity
In this vastly changing world, you can never know enough about recruiting. No
matter how advanced you are, there is always room for improvement. Returning the coupon
below guides you down the path toward ending salary quandaries in 2013.
With Attractor Factor job posts, instead of taking weeks with your recruiting
deadlines, you’ll say “good-bye struggle… hello ease”. And your boss will love you even
more, I guarantee.
[NAME], all of us here at AppleOne want you to succeed.
Warm regards,
P.S. The looming statistics I told you about in this email could easily cost you headaches
and revenue. You’re the only person who knows what’s best for your recruiting if you didn’t
accept a Pay The Smart Way AppleOne Advisory 2013 session.
Register now and your Attract Factor job post
worksheet will arrive automatically.
Discover what really works in
compensation for 2013
with a risk-free AppleOne Advisory Session*
Yes, Janice Register Me Now!
*Limited time offer
Pay The Smart Way “When compensation and talent affect your bottom line”