Like Advertising Agents, Career Professionals Create Marketing Messages Too
Written by Norine Dagliano
Keywords: business marketing techniques, online marketing, internet marketing, web marketing
In last week's tip, I wrote about how important it is for marketing tools and techniques to "capture attention and convert that attention into interest." As resume writers, we act somewhat like advertising agents, in that we create marketing tools and coach our clients on how to use them effectively. Whether we are writing resumes, cover letters, biographies, or "elevator speeches," we must constantly be aware of what messages we are delivering on behalf of our clients.
In this week's tip, Jim Ackerman of Ascend Marketing shares four ways to NOT get attention.
As you contemplate ways to capture attention, there are a few things you should NOT do. Because even though you may get attention using these techniques, you won't keep it -- or generate interest -- or make prospects happy using your product or service. Don't lie. I know -- sounds obvious. But wild claims that you can't support won't have any credibility. People won't believe you right from the get go. Don't use double meanings, puns or vague obscure headlines. Some of these may make people chuckle or think "how clever," but they don't get people into the rest of the ad. Don't tell jokes, for the same reasons. Don't try to trick people. Mail that looks like bills or checks ... promising FREE stuff that is nothing more than another sales pitch, making people think one thing that turns out to be something else ... those techniques don't sit well with prospects.
Even though I am sharing these tips as they relate to the marketing documents we create for our clients, please do not overlook the importance of integrating each of these tips in how you market your own company and services. As members of the National Resume Writers Association, we set the standard for our industry. We have all heard of (or personally experienced) competitors that woo clients with wild claims, double meanings, and trickery and we know the damage these companies do to our credibility.
Copyright 2009. Reprinted with permission from the author.
Norine Dagliano, of ekm Inspirations, is an independent and nationally certified professional resume writer (NCRW, CPRW, CFRW/CC) and job search coach. With more than 20 years of experience, Norine has crafted powerful, achievement-focused resumes and provided logical and straight-forward job seeking tips and advice that has helped literally thousands of professionals in overcoming the anxiety of looking for work ... and finding their ideal job. Learn more at www.ekminspirations.com ::Search Engine Optimization (SEO) & Marketing Articles Sales & Marketing
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