the magic of marketing letters
TRANSCRIPT
Job Seeker Options
Job Boards
Ads
Internet Networking
Head Hunters
Self Marketing
• What is a Market Letter• Why Market Letters work• Putting power into your words• The Magic Formula• Sample Market Letter• Database and Mail merge• The Do's and Don'ts
Market Letter Overview
What is a Market Letter
• A one page direct mail piece,targeted to a "Decision Maker"
• It instantly demonstrates your value to a perspective employer
• It discreetly says, this person is confident, accomplished, knows what they want and is interested in working for them
• It's solely designed to get you an Interview
Why Market Letters Work
• Provides a step by step strategy• Quantifies your value• Puts you in control• Quickly access hidden job market• Generates 5 to 30% interviews• Boosts confidence• Cost effective
Three Step Process
• The Resume
• The Market Letter
• The Interview
The Resume
• Is a catalogue of quantified accomplishments
• Serves as a database for market letter• Quantify accomplishments by
counting
• Profits, Sales, Customers, Savings, Calls, Employees, Budgets, Favourable increases or decreases, size, value and timeframes.
Resume (continued)
• Develop your S.T.A.R. stories• Profit (the only reason for the interview)• Yes you can measure your
accomplishments• Words (action verbs)• Be objective (put yourself in the reader's
place)• How will the company benefit from
hiring you?
Putting Power into words
I carried out an active nationwide technical recruitment program, involving employment agency contacts, college interviews, and considerable advertising. This program made possible extensive organizational growth.
Putting Power into words (continued)
• I recruited technical personnel.• I sparked laboratory expansion from
30 to 150 persons.• I developed new supply sources for
technical manpower by interviewing in 50 colleges and universities.
• I increased inquiries from 50 to 75 a week by means of advertising.
The Market Letter
• Your letter must make the reader drool.• Usually takes 4 to 5 drafts.• S.T.A.R.. stories (Can't sell from an
empty wagon.) • Other uses (Networking tool, responding
to ads.)• Keep them going out.• Physical aspects of your letter.
The Magic Formula
• Step One - "The Opener"
• Step Two - "The Link"
• Step Three - "The Reinforcement"
• Step Four - "The Close"
"The Opener"
Topical Openings
I have been in Sing Sing prison twenty times - each time in a professional capacity, auditing the books of the prison.
"The Opener" (continued)
Accomplishment Openings
As Controller of a manufacturing company doing 25 million in sales, I discovered neglected stock, sold it for $240,000 and made a profit of $30,000 instead of taking a loss of $60,000.
" The Link"
Connective Link between opening & application
If your company needs a Manufacturing Manager with my training and experience, you may be interested in some of the things I have accomplished.
Your company may be in need of a sales executive. If so, you may be interested in what I have done in sales.
"The Reinforcement"
• 3 to 5 supporting Accomplishments.• Pull these accomplishments from
resume.• Use only 1 "for instance" to a
paragraph.• Try not to use more than 10-12 words
per sentence.• Keep all paragraphs down to 3 and not
more than 4 lines.
"The Reinforcement" (continued)
• Implemented plant-wide continuous improvement programs, resulting in annual savings of $200,000.
• Improved an existing product, securing new sales of high temperature and high load applications not previously possible.
"The Reinforcement" (continued)
• I doubled the commercial applications in two years and directed low-cost designs, which established the product in the field of machine tools and motor boats.
• I provided a field engineering service, models, test installations and catalogue data. New sales of highly engineered applications were secured through these services.
"The Close"
Use a passive close. I am a graduate of the _____ School where I
majored in Financial Management and hold an Engineering Degree from______ University.
I would be glad to discuss my experience further in a personal meeting.
Sample Market Letter
Step 1- "The Opener"
Step 2-"The Link"
Step 3-"The Reinforcement"
Step 3-"The Reinforcement"
(continued)
Step4 - "The Close"
The Envelope
The Interview
• Respond by linking your answers to your value to the employer.
• Use questions to demonstrate how you can help.
• Interviewers don't always relate what you have said to how it will help them - spell it out.
• Use your P.A.R. stories to prove you have the skills, not just the experience.
• Summarize the fit between your skills and the job.
Mail Merge Demo
• Open Form Letter file
• Open Data Base file
• Merge Documents
Database Search
Search Criteria
Search Results
Search Results in Excel
The Do's and Don'ts
• Never include resume or reference to it.• Avoid self-appraisement.• Don't get discouraged.• Use technology if possible.• Forget the "how"- concentrate on “what". • Prepare yourself for a "hard" work task.• Take every interview opportunity.• Replies - could be a networking source.
The Resulting Interview
• Should produce a minimum 6% interview rate.
• You've been invited in for a meeting.• You are not competing with others.• Find out what sparked their interest.• You and the interviewer are on equal
terms.• Your letter may have put you on a
"presold" basis.• Try for a "win".
Recommended Reading
Executive Jobs Unlimited Carl R. Boll
The Magic of Market Letters Jim Geraghty
$15.00 a copy (includes sample letters and more)
Recommended ReadingExecutive Jobs Unlimited
Carl R. Boll
The Magic of Market Letters
Jim Geraghty
15.00 a copy
(includes sample letters and more)