The people you want never read this. So what's it good for?

A typical Senior Accountant ad, line by line. Every line goes one of three ways: into the search, into the first message, or in the bin. Use the same marks on your own ad tonight.

01 · The ad

Nine lines, marked up

SENIOR ACCOUNTANT · DALLASA TYPICAL AD, WRITTEN FOR THIS TEARDOWN

We're a fast-growing, award-winning company looking for a rockstar Senior Accountant!

CUTEvery ad says this. Nobody can search for it.

You'll own month-end close and account reconciliations.

SEARCHThe work itself. Profiles show it. This is the heart of the brief.

CPA required.

SEARCHThe one hard limit. Nothing else is a must.

3-5 years of experience, ideally in manufacturing.

SEARCHYears = a range. "Ideally" = rank higher, never filter.

NetSuite experience is a plus.

SEARCHA plus ranks people up. If it's a must, say must.

Self-starter, detail-oriented, strong communicator, team player.

CUTNo profile shows it. Ask in the interview.

Hybrid, 3 days a week in our Dallas office.

SEARCHMESSAGEDallas + nearby towns go in the search. "3 days" goes in the message.

Competitive salary and great benefits.

MESSAGEOnly with the real range. "Competitive" tells them nothing.

Apply now with your CV and a cover letter.

CUTPeople who aren't looking don't have a CV ready. You go to them.

02 · What the search lines become

One sentence to search with

Senior Accountant who owns month-end close and reconciliations, CPA, 3-5 years, Dallas or nearby. Rank people from manufacturing companies and with NetSuite higher.

Five search lines, one sentence. The must (CPA) is stated plainly. The "ideally" and "plus" lines are written as ranking, so nobody good is dropped for missing them.

03 · What the message lines become

The first message

Hi Emma, I saw you run month-end close at company and moved it onto NetSuite. We're hiring a Senior Accountant in Dallas, $95-110k, hybrid 3 days a week. Open to a short call this week?

The ad's two message lines (hybrid, pay) are the two things people ask before they reply. Put them in line two. Line one is one fact from their profile, so they know it isn't a mass message.

04 · Do it on your own ad

Three questions per line

Could I see this on a profile?Title, the work, years, place, employer type, a qualification. Yes → search.

Would they ask this before they reply?Pay, office days, who they report to. Yes → message.

Neither?Cut it. It's for the ad, and the people you want don't read the ad.

Paste your search sentence in tonight

You get people who already do the work, ranked, each with the reason, and email and phone for the ones you pick. Or book 30 minutes and we tear down your ad and run the search with you.

7-day free trial, 100 credits, no card.

Run your sentence free → Book 30 minutes