Starting in January, the Army will begin a "controlled experiment" by offering tempting incentives to new recruits, including $40,000 toward the purchase of a home or the creation of a business. It's all part of a marketing campaign to help combat current recruiting strains. Lt. Col. Jeff Sterling, the mastermind behind the program, says one reason the Army is having trouble recruiting new soldiers is because common influencers such as parents and other adults are less likely to recommend military service to youth. "If you want to get a soldier, you have to go through mom, and moms want to know what kind of future their children will have when they leave the Army," he says. 'This is meant to answer that question in a tangible, concrete way."

The program will be offered first in Montgomery, Alabama; Albany, New York; Seattle; San Antonio and Cleveland. If the test run is successful, the program is expected to go national. Those who sign up for four years of service are eligible for $40,000, and by beginning basic training within 30 days of signing up, soldiers can receive an additional $20,000 or more, depending on their specialty.