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Written by Norine Dagliano
I just returned from a five-day visit with my daughter in California -- it was wonderful! I left my husband at home to tend to the house and the two cats. In addition to keeping on top of all the day-to-day activity whenever I am away, he stacks up the daily mail and newspapers for me to sort through when I return.
This morning I set aside time to read the news from the five days I was away. Well, I don't really "read" old newspapers, but I do scan the headlines to see if there is anything worth reading. Headlines can be pretty informative, and if they are well written, they "pull me in" and inspire me to take the time to read (as Paul Harvey would say) "the rest of the story."
This week's marketing tip has the following to offer about headlines:
Your headline accounts for up to 80% of the success of your advertising. It is the ad for the ad. It does fully half the work of all advertising. It must capture attention and then convert that attention into interest. To say headlines are important is a gross understatement. The headline alone has been shown to account for up to a 2,100% difference in an ad's sales results. All ads -- print, direct mail, broadcast, internet -- have headlines. It's what you say first. It's that first, big benefit. You should spend MOST of your time on coming up with the right headlines.
I believe the same principles hold true when it comes to writing a resume. What we write at the top of the resume (just below the name and contact information) can make a big difference in how well we "pull in" the HR person and/or hiring manager, and inspire him to read "the rest of the story."
Take a look at the following example and decide for yourself which headline is more compelling for this senior business manager:
Headline One:
Qualifications Summary
Headline Two:
Business Development Specialist
"Versatile enough to work a start-up, yet comfortable going shoulder-to-shoulder with the feds"
I hope you agree that Headline One is pretty boring; yet, be that as it may, I am willing to wager a bet that many of you use this type of headline, or something similar, on 99.9% of the resumes you write. I know that I did before I fully grasped the concepts of marketing and advertising.
The following statement from this week's marketing tip should be the underlying principle for every resume we write.
IT MUST CAPTURE ATTENTION AND THEN CONVERT THAT ATTENTION INTO INTEREST.
If we write resumes that fail to do this, then our clients may not be getting "the bang from their buck" -- and that would not be good for you or them.
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 | ::Job Bank Posting Services
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