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Written by Norine Dagliano
I just returned from the NRWA Convention in Savannah; I am now trying to sort through the all the terrific information I picked up while I was there and prioritize the many ideas I want to implement to move my business forward.
As expected, we all spent a lot of time talking about resume writing techniques and strategies. "Personal branding" and "marketing our clients" were underlying themes of many of the conversations -- as resumes and cover letters continue to evolve into marketing collateral and our role as a resume writer begins to look more like that of an advertising firm.
With this in mind, the following marketing tip seems to be quite timely. (If I did not know better, I might think that Jim Ackerman of Ascend Marketing has been reading the NCRW Study Guide!)
As you read this week's tip, notice how many of the recommendations apply to writing a resume and/or cover letter:
THE AD WRITER'S CHECKLIST
Start with ... ▪ Unique Purchase Appeal ▪ Feature List ▪ Benefit List ▪ Offer Sheet Then, see that you ... ▪ Combine features and benefits as many ways as you can. ▪ Use adjectives, adverbs, power words and phrases. ▪ Use conversational language. ▪ Keep words, sentences and paragraphs short, but don't fear long copy; vary paragraph length. ▪ Use subheads and testimonials. ▪ Take advantage of the power of the specific. Opt for specificity in your claims. The more specific, the better. ▪ Give your prospects the reason why. ▪ Don't forget to appeal to "avoid pain" people, as well as "gain pleasure" people. ▪ Consider how people sort information. Do they look for similarities between things or differences? ▪ Use the vernacular of your audience. Talk the way they talk. ▪ Be friendly as you tell them what you're doing, why you're doing it and how it benefits them. ▪ Make sure you give them all the specifics of how to take action! 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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