Making Your Job Description Your Best Sales Page

Section 1: The Hook (Future Vision)

Formula: "Are you a [role] ready to become [outcome]?"

Are you a [role type] ready to become [niche-famous outcome] as [company positioning]?

Imagine it's [future year] and you're the key [role] that transformed [Company] from [current state] to [future state].

Within just a few years, you've [impact statement].

Why it works: Sells the VISION of who they'll become, not the job tasks.

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Section 2: Identity Statement

Formula: "You are not a [common label]. You are a [elevated identity]."

But to achieve this, you didn't rely on [common tactics]. Shiny tactics are useless if [contrarian insight].

That's not who you are. You are a [Elevated Identity].

You're not just a "[common label]". You are a [Identity of Action].

You have the ability to [capability 1], [capability 2], and [capability 3].

Why it works: Top performers want to be SEEN. This speaks to their identity.

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Section 3: Credibility Markers

Formula: Social proof that makes them think "this is legit"

What Makes Us Great?

You've seen us [credibility marker]. You may have come across [products/content].

[Company] is a [type of organization]. Think about [problem your audience faces]. Most people were never taught how to [solution]. That's where our mission comes in.

We [mission statement] to help [audience] achieve [outcomes].

Will you be the person that helps us [vision]?

Why it works: Proves this isn't a random startup. Real traction. Real impact.

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Section 4: Day-to-Day Specifics

Formula: Concrete responsibilities, written as "You'll [action]"

What Will You Be Doing Day to Day?

• You'll work with [leadership team] to [strategic responsibility]
• You'll [own/scale/build] our [channel/function] by [how]
• You'll own all outcomes for [team/function]
• You'll [unique responsibility that excites them]

Why it works: Removes ambiguity. They know exactly what they're signing up for.

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Section 5: Success Picture (18 Months)

Formula: Paint the picture of what winning looks like

What Success Looks Like (18 Months Post-Hire)

• You've [metric/outcome achieved]
• You've built [team/system] that [outcome]
• You're known as the key leader responsible for [achievement]
• Your team is considered the best in the world at [domain]
• You've [impact statement]
• You're credited with [legacy/movement created]

Why it works: Top performers are outcome-oriented. Show them the scoreboard.

Section 6: Perks (Real Benefits)

Formula: Career benefits, not office perks

Why it works: Nobody cares about ping pong tables. They care about growth.

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Section 7: Requirements (As Identity)

Formula: "You've done X" not "Must have X years"

You Will Succeed Here If:

• This isn't your first rodeo. [Proven track record statement]
• You've built [thing] before. [Specific experience as identity]
• You understand [domain]. [Knowledge as capability]
• You possess [quality]: [examples of that quality in action]
• You know how to [outcome]. [Outcome-oriented requirement]

If you don't fit 100%, but still think you'd be great for the role, let us know in the application!

Why it works: Reads as "this is who you ARE" not "this is our checklist."

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Section 8: Values (Real Filters)

Formula: "X is on brand. Y is off brand."

What We Care About (Our Values)

• [Value 1] is on brand. [Anti-value 1] is off brand.
• [Value 2] is on brand. [Anti-value 2] is off brand.
• [Principle 1]
• [Principle 2]
• [Core operating principle]

Why it works: Real values filter out bad fits. Corporate values attract everyone.

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Section 9: Clear Process

Formula: Remove all mystery from what happens next

What You Can Expect After Applying

1. [Step 1] - [who/what/duration]
2. [Step 2] - [who/what/duration]
3. [Step 3] - [what they'll do]
4. [Step 4] - [final evaluation]
5. [Step 5] - [offer/terms]
6. Joining! [Onboarding preview]

Why it works: Uncertainty kills applications. Clarity increases conversion.

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Section 10: Personal Close

Formula: CEO/Founder personal sign-off

I'm excited that you took the time to read, apply, and are interested in learning more about our mission.

Can't wait to see what you're capable of - [Name], [Title]

Why it works: Human connection. This isn't HR-it's leadership reaching out.

Role VSL (Video Sales Letter)

This becomes a VIDEO on the actual job page. Almost no company does this. It's a massive talent branding differentiator.

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The Two-Video Strategy

Every job page should have TWO videos:

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How the VSL Pulls from the Scorecard

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VSL Script Structure

Section 1: Hook (Grab Interest)

Are you an incredibly talented [role]?

[Insert vision for role from scorecard]

If so, the [role name] at [Company] may be a fit for you.

Section 2: Company Vision & Mission

[Insert compelling industry problem/stat]

And that brings us to the mission of [Company].

We're a [type of company] dedicated to [mission statement].

Over the last [time period], we've [impressive traction].

But the most exciting thing? At [Company], we are just getting warmed up.

Section 3: "If You're Someone Who Wants..." (Benefits)

And in order to achieve this mission - we need YOU as a [role name].

If you're someone who wants:

• [Dream element 1 from scorecard]
• [Dream element 2 from scorecard]
• [Dream element 3 from scorecard]

Section 4: "But To Be A Fit You Must..." (Requirements)

But in order to be a fit you must:

• [Required skill 1 from scorecard]
• [Required skill 2 from scorecard]
• [Required skill 3 from scorecard]

Section 5: The Honest Warning + CTA

Now, fair warning - being on the team at [Company] is absolutely not for everyone.

I can't promise it will be easy, but I can promise you'll work with some of the best people in the world and feel rare fulfillment by directly [impact statement].

So consider applying. I would love to talk with you myself personally.

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Production Notes

Wispr Flow Application: ML Engineer VSL Script

Speaker: Tanay Kothari (CEO) or Sahaj Garg (CTO)

Length: ~90 seconds

This is what the VSL template looks like when filled out for the ML Engineer role. This video would be embedded on the job page.

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THE SCRIPT

Section 1: Hook

Are you an ML engineer who's tired of optimizing metrics that don't matter?

Who wants to ship code that millions of people use every single day?

Who obsesses over latency because you know 50 milliseconds is the difference between magic and frustration?

If so, the ML Engineer role at Wispr might be the best opportunity of your career.

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Section 2: Mission & Backstory

Here's the thing most people don't realize:

People type at 40 words per minute. But they think at 400 words per minute.

The keyboard - this thing we've used for 150 years - is a bottleneck to human potential.

That's why we built Wispr Flow.

We're on a mission to replace the keyboard entirely. To make talking to your computer feel as natural as talking to a friend.

We've raised $81 million. We're growing 50% month over month. And we're the first voice product that people actually use MORE than their keyboards.

But we're just getting started.

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Section 3: "If You're Someone Who Wants..."

And to get where we're going, we need you.

If you're someone who wants:

• Ownership, not org charts - At 15 people, you'll own entire systems. Not a slice of a slice.

• Work that ships to millions - Your code runs every time someone talks to their computer. You'll see users tweet about your features.

• A team that chose this over Google and Anthropic - We're small, elite, and moving fast. No bureaucracy. Ship Monday, see data Tuesday.

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Section 4: "But To Be A Fit..."

But to be a fit for this role, you need to:

• Have shipped ML to production - Real systems with real users, not just notebooks.

• Obsess over latency - You know the difference between P50 and P99, and you care deeply about both.

• Move fast without breaking what matters - We're a startup. We need people who can debug across the entire stack.

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Section 5: Honest Warning + CTA

Fair warning - Wispr is not for everyone.

I can't promise it'll be easy. We're building something that's never existed before.

But I can promise you'll work on problems that matter. You'll learn faster than anywhere else. And in 10 years, you'll look back and say "I helped build that."

If that sounds like you, apply now.

I'd love to meet you.

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Production Notes

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How This Video Gets Used

Application Form Optimization

Job applications are absolutely broken. The application form is a great selling opportunity and filter for people who are obsessed about Wispr Flow.

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The Problem with Most Application Forms

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The Better Way: Application as Sales Page

Your application form should:

1. Reinforce the opportunity (they feel excited while applying)
2. Filter for fit (wrong people self-select out)
3. Reveal candidate quality (questions that show how they think)
4. Feel different (pattern interrupt from every other application)

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Form Structure Overview

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Section 1: The Hook

Don't start with "Upload Resume." Start with reinforcement:

You're applying to [Role] at [Company].

We're building [one-sentence mission].

This role is for someone who [ideal candidate description].

If that's you, let's go.

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Section 2: The Basics

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Section 3: Filter Questions (2-3 max)

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Section 4: Work Samples

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Section 5: The Close + Nurturing Sequence

Don't just say "Thanks, we'll be in touch." Keep selling.

Day 0: The Auto-Confirmation (Immediately After Submission)

Subject: We received your application!

Hey [First Name],

Thank you! We have received your application to join [Company].

We will be reviewing your answers in detail... then I'll be in touch with next steps.

In the meantime, check out this video on YouTube from our CEO, [CEO Name].

[1-2 sentence company mission/social proof]

I hope you're as excited about it all as we are. It's definitely going to be a fun ride. :)

Stay tuned for an email from me as soon as we review your application.

Talk soon, [Recruiter Name]

But that's just Day 0. This person is excited. They took time out of their day to apply. And what happens next? Black box. They never hear back unless someone actually reviews their resume. Which almost no one does because resumes don't really work anyway.

You just collected their email. Use it.

The 5-7 Day Nurturing Sequence runs automatically regardless of whether they get the job:

Why this works:

People know it's automated. They don't care. They get to learn more about the company they might join. That's valuable.

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Example: ML Engineer Application

Section 1: The Hook

You're applying to ML Engineer at Wispr.

We're replacing the keyboard. Building voice interfaces so good that talking to your computer feels like talking to a friend.

This role is for someone who ships production ML systems, obsesses over latency, and wants their code used by millions.

If that's you, let's go.

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Section 2: The Basics

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Section 3: Filter Questions

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Section 4: Work Samples

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Section 5: Candidate enters the nurturing sequence (Day 0 confirmation + 5-7 day drip)

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Common Mistakes

Recruiter Pitch Template

The pitch is how you SELL the role on calls. It's not the JD. It's the conversation. Every recruiter should have this document memorized before screening candidates.

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The Philosophy: Interview to Sell, Not to Assess

This pitch connects directly to Pillar 4: Interview to Sell. The whole idea is you're interviewing to SELL, not to assess.

Don't pretend to be more technical than you are. Wispr Flow has incredible engineers who can run the technical assessments. That's not your job.

Your job is to know enough to tell the difference between average, good, and great. You need to be technical enough to understand the signal, not to evaluate it yourself.

The goal: You should be dangerous enough to qualify, but humble enough to know you're not the final judge. Your conviction should come from understanding the mission and selling it authentically, not from pretending to know more than you do.

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How to Use This Pitch

This should be a living document. Create a separate page or doc for each role's pitch. Link to it. Reference it before every call.

What a good recruiter does is adjust the pitch based on how the interviews go. What questions are people asking? What's consistent? You want to constantly update and refine this pitch to make it better and better and better.

Review your pitches like a professional athlete reviews their game tape. The goal is to improve. To get better. Because the stakes are high.

People are potentially leaving their current opportunity, their job, to work on your team. That's a huge commitment. So you want to show up and be enthusiastic. Give it your absolute full for the pitch.

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How This Connects to Everything Else

The Recruiter Pitch is Asset 4. It pulls directly from everything you've already built:

The pitch is not new content. It's a restructuring of everything you've already created for a live conversation.

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The Philosophy: Seeing People Clearly

This section is inspired by Graham Duncan's essay "What's Going On Here", one of the best pieces ever written on screening people.

The Rider and the Elephant

When you interview someone, visualize two elephants in the room: yours and theirs. Your conscious mind (the rider) is talking to their conscious mind (their rider). But the elephants, the unconscious drives, are what actually determine behavior.

Your job is to see BOTH. The rider is easy. The elephant requires better questions.

The Goal

Graham Duncan describes the ideal: "If the way Steve Jobs and Jony Ive knew each other after 14 years of daily conversation was a 10, how close to that 10 can you get when you're first meeting someone?"

Most people start at a 3. With the right process, you can get to a 7.

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Pitch Structure Overview

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1. Intro

Say something personal. Reference their background, what stood out in their application. Lower the stakes, put them at ease.

Goal: Get them relaxed enough to show you the elephant, not just the polished rider.

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2. Knockout Question

Before going deep, have ONE filter question that determines if they're even in the running.

Pull from Scorecard: Your "Vision for Role" defines what this person must have done.

Format: "Have they [specific experience/achievement]? If not, they will not be a likely fit."

Why this matters: Don't waste 45 minutes on someone who doesn't clear the bar. Qualify in the first 5 minutes.

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3. Intro Call Top 2 Requirements

Why "alignment" matters: Even if they're qualified, if your mission doesn't resonate, they won't last. Better to find out now.

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4. One-Liner

Pull from Scorecard: Your "Vision for Role" in one sentence.

Format: "We [what you do] for [who you serve] through [how you do it]."

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5. The Problem

Pull from JD: This is your Hook section, restructured for conversation.

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6. The Solution

Pull from JD: This is your Credibility section, restructured for conversation.

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7. The Role Scope

Pull from JD: This is your Day-to-Day section.

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8. Ideal Candidate Profile (3 Core Strengths)

Pull from Scorecard: Your "Required Skills (Max 3)" become the 3 Core Strengths.

This person has 3 core strengths which align with [Company]:

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9. Mission & Vision Hook

Pull from JD: This is your Success Picture, framed as identity.

Key Reason: [Type of person] are builders. The person that will want this challenge craves [deeper motivation].

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10. Growth & Opportunity

Pull from JD: This is your Perks section, focused on trajectory.

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11. Questions to Ask: The Graham Duncan Framework

These questions come from Graham Duncan's essay "What's Going On Here". The goal is to see the ELEPHANT, not just the rider.

How to Use These Questions

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See the Elephant (Reveal the Real Person)

Future Failure Analysis

Closing

1. What are you optimizing for in your career now?
2. What would make this incredibly compelling for you?
3. How do you feel this interview is going?

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12. Development & Benefits

Pull from JD: This is your Success Picture, framed as what they GET.

Wispr Flow: ML Engineer Screening Call Script

This is the actual call. Read this before every screening. Memorize the flow. Adjust based on what lights people up.

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THE CALL FLOW

The Purpose of This Call:

You're not making a hiring decision on this call. The call is not for that. Unless it's truly someone with proof of work that is so incredible, and there's a different process for that.

The whole point is to excite the person, represent Wispr Flow and the team in the best way possible, and move them towards the next part of the process. The candidate should want to continue to the next call. That's the goal of every session.

How deep the recruiter screen goes should be decided with Tanay, Sahaj, and the team. It shouldn't go too technical. It should be fun and leave a very positive impression.

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PHASE 1: OPEN

What You Say:

"Hey [Name]. Great to meet you. Before we get started, I just wanted to say I read through your application, and [specific thing that stood out]. I specifically liked that you said [the thing they said that relates back to Wispr Flow]."

"This call is going to be chill, low pressure. I just want to learn more about your background, share what we're doing here at Wispr Flow, and see if there's a fit."

"I also think about these calls in a different way. My job isn't to try to catch someone or assess their entire skill set in a 30 minute call, which is actually impossible. But I think that you're incredible, and that's why we're on the call in the first place."

"I use the frame: 'What's the best seat for this person?' Whether it's at Wispr Flow or somewhere we're connected to. That's what I'm obsessed with. Putting people in positive feedback loops so that where they spend a majority of their time is actually meaningful to them."

Why This Works: You're lowering the stakes. You're making them feel seen. You're also showing them you're not playing games. This isn't an interrogation. They relax. The real person comes out.

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PHASE 1.5: LEARN WHAT THEY KNOW + FILL IN THE GAPS

The Key Insight:

You want candidates to talk more than you. Aim for a 65/35 split. Keep the conversation flowing and make it as productive and fun for them as possible, especially on the recruiter call.

Regardless of whether this person is an exact fit, we're still deciding. People learn over time. People get better. People know people. You want to promote the company and be excited about what Wispr Flow is building. You want to give every candidate a personalized, incredible experience that makes them not hate recruiters.

What You Say:

"Before I get into the role, I'm curious. What do you already know about Wispr Flow? What have you seen online?"

Listen. This tells you what to skip and what to explain.

"Cool, let me fill in the gaps..."

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Filling In The Gaps (Use What They Don't Know)

You have a menu of things to share. Pick based on what they already know.

The One-Liner:

"We're replacing the keyboard. Building voice interfaces so good that talking to your computer feels like talking to a friend."

The Problem:

"Here's the thing most people don't realize. People type at 40 words per minute. But they think at 400 words per minute. The keyboard, this thing we've used for 150 years, is a bottleneck to human potential."

"Voice interfaces have sucked for 30 years. Slow, inaccurate, awkward. Most 'AI voice' is cloud-dependent wrappers. Nobody's actually solved this."

The Solution:

"That's what we're doing at Wispr. We built Flow. It's the first voice dictation platform that people actually use MORE than their keyboards. On-device ML. Sub-500ms latency. Context-aware, so it knows if you're in Slack versus email. The goal is zero edit rate."

Social Proof:

"We've raised $81 million. Latest round was $25M led by Notable Capital and Steven Bartlett's Flight Fund. We're growing 50% month over month. Team of 15, scaling to 50."

5 Surprising Things (Deep Cuts)

The Arc:

"Act 1 was dictation. We nailed it. Users literally hide Wispr from their coworkers because it's an unfair advantage."

"Act 2 is the action layer. Voice that doesn't just transcribe, it DOES. Schedule this meeting. Write this code. Search my emails."

"Act 3 is J.A.R.V.I.S. The AI companion Tanay dreamed about since he was 10."

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Check In:

"Does any of that resonate with you?"

Listen. What they say here tells you a lot. If they're asking questions, good sign. If they're quiet, probe.

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PHASE 2: KNOCKOUT + DIVE DEEP

What You Say:

"So what we're looking for in this role... and there's many things to look for in this role... but very much the key thing is someone who has shipped on-device speech recognition with sub-500ms latency to production users. What's your experience around that?"

PATH A: YES (Continue)

"I'd love to learn more. Can you explain how you did that step by step, in the simplest way possible? How would you explain it to someone like my mom who isn't in tech and needs my help to restart an app on her iPhone?"

This does two things: it shows genuine curiosity, and it tests if they actually understand it deeply. If they can't explain it simply, they might not have owned it. Listen for specifics. Did they own it or were they a cog? If they light up teaching you, that's signal.

Optional: Probe Deeper (If Decided With Team)

If the team wants the recruiter screen to go a bit deeper, you can use these questions. They separate "I've worked on ML" from "I've shipped ML to production under constraints."

PATH B: NO (Dive Deeper)

Be honest with them and repeat back what you understood.

"Okay, based on my understanding, it sounds like you don't have on-device machine learning experience. But what you said you do have is [repeat back what they said]."

Let them confirm if you understood correctly. Have a conversation around it. Then ask follow-up questions to understand what the ideal best seat is for them:

"What's something you want to build next? Something that when you ship it, you'd say 'Wow, that's impressive. I'm very proud of that.'"

This tells you where they're headed, what excites them, and whether there's a different seat at Wispr or somewhere you're connected to that might be a better fit.

Always give them the pitch. They know people. They might apply later. Leave them excited about Wispr even if it's not a fit for this specific role.

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Cheat Sheet: The 6 Challenges at Wispr Flow

Use this to have a back-and-forth conversation. Don't go too deep technically. See what lights them up, what experience they have, what they want to work on.

As you share these challenges, watch what lights them up. They'll tell you what they have experience with. That's the signal.

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PHASE 3: THE ROLE

What You Say:

"So the role. You'd be working directly with Sahaj, our CTO, and Tanay, the CEO. ML team is 3 people right now, scaling to 10. You'd help shape who we hire."

"The core problems you'd own:"

"One: the latency problem. Sub-500ms from speech to text on screen. Every millisecond you shave, users feel it."

"Two: accuracy versus speed. Bigger model means more accurate but slower. You'd get clever with distillation, quantization, architecture."

"Three: personalization at scale. Models that adapt to each user over time. Learning from millions while respecting privacy. Everything on-device."

"Four: the last mile. 99% to 99.9% is brutal. Edge cases. Rare accents, background noise, jargon, mumbling. Anyone can build a demo. We're building something that works for everyone, everywhere, every time."

The Hook:

"If you do this well, in 18 months you'll be known as the person who made Flow fast. Your code will run every time someone talks to their computer."

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PHASE 4: QUALIFICATION QUESTIONS

Graham Duncan Questions (Pick 2-3):

"Let me ask you something. If you were in my seat, what criteria would you use to hire someone for this role?"

Write down their answer. High signal. Are they thinking originally or using jargon?

"What are you compulsive about?"

This reveals the elephant. What they can't help but do. What they obsess over even when no one is watching.

Future Failure Analysis:

"Let's imagine it's 6 months from now and it didn't work out. What's your best guess about what went wrong?"

If they can't answer this honestly, red flag. Self-awareness matters.

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PHASE 5: THEIR QUESTIONS

What You Say:

"What questions do you have for me?"

Keep the conversation flowing like you're talking to a good friend. You're both trying to figure out what Wispr Flow is, how it relates to their dreams, and if there's mutual interest to continue.

Common Questions & Answers:

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PHASE 6: END ON A HIGH NOTE

People remember the start and the end way more than the middle of conversations. This is where you ease them if they're a great candidate and guide them on literally what the next steps are.

For Strong Candidates:

"I really enjoyed this conversation. We move fast here. Moving forward, my role becomes more of your personal assistant throughout this process. I want to make sure that in between any calls you have with the team, you can reach out directly to me. I'll respond as quickly as I can with questions, assets you may need, more deep cuts if you want them."

Map Out The Process:

"So the next call would be with Sahaj, our CTO. That's more technical, real problems, not leetcode. After that would be [next step]. Then [final step]. Here's what that looks like..."

The Notes Email:

"After this call, I've been taking some notes. I want to make sure I represent your experience and our conversation correctly to the team. So before I send my notes, I'll send you what I have and what I understand from our conversation. If you have a few minutes, please review that email and let me know if I need to make any corrections if I misunderstood anything about your tech background or what you said. Does that sound okay?"

This does two things: it makes them feel respected, and it gives you a chance to correct any mistakes before the team sees your notes.

For Maybe Candidates:

Be honest. It's better to be upfront than pretend, which is why people really don't like recruiters.

"I want to be honest with you. I'm not 100% sure because of [this thing] and [this thing] that you said. Can we go over those in more depth? Maybe I just don't understand."

This gives them a chance to clarify. And it shows you're not playing games.

For Candidates Who Aren't A Fit:

"I really appreciate your time. Based on what we're looking for right now, I don't think this specific role is the right fit. But I want to say something. I believe everyone can learn and improve. I may not even be 100% correct in my assessment."

"Is there any way I can help in your search? I've been obsessed with helping people land their dream jobs and stand out from the resume black box that is HR and recruiting. I also run events and I help connect people. That's what I do."

"If you go through Tanay's connections or Sahaj's connections on LinkedIn and you see that we're connected to someone you'd love to speak to, I'll try my best to make the introduction. Just let me know."

Leave them with something valuable. They'll remember how you made them feel.

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KNOW THESE NUMBERS COLD

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THE ONE LINE THAT CLOSES

When you need to land the pitch:

"Your code will run every time someone talks to their computer. You'll work directly with Tanay and Sahaj, ship to millions of users, and help build something that fundamentally changes how humans use technology. This is a building role, not a maintenance role. If you're tired of incremental improvements at big companies, if you want your work to ship and matter, this is it."

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RED FLAGS TO WATCH FOR

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HANDLING OBJECTIONS

The Two Types of Objections

Key insight: Many logistics objections are actually fear-based objections in disguise. "The money isn't right" often means "I'm not convinced this is worth the risk." Dig deeper before trying to solve the surface problem.

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The Goal: Meeting of the Minds

Before any contracts, you need a meeting of the minds. An agreement between two people that this is the right fit.

These examples assume the candidate is a good fit, they agree Wispr Flow is right for them, and now you just need to collaborate to create a scenario both parties are happy with. The exact playbook for each objection stays internal to Wispr Flow. These are high-level frameworks for hypothetical scenarios.

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The Framework

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Example Objections

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Things to Never Do:

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AFTER THE CALL

Quick Reference: What Makes JDs Fail

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The Complete Asset Flow

Everything flows from the Job Scorecard:

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Derivatives: Channel-Specific Assets

Once you have the 4 core assets, you can create derivatives for each distribution channel your company has.

Example: LinkedIn Post

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Your Unique Channels

Based on your company's unique distribution assets, you may create additional derivatives. Every company has channels most recruiters ignore:

This is talent branding. Attract amazing people before you even post a job.