JOBTALKS Direct Mail Job Campaigns Marketing Yourself Indiana University Kelley School of Business...

JOBTALKSJOBTALKS

Direct Mail Job Campaigns

Marketing Yourself

Indiana UniversityKelley School of BusinessC. Randall Powell, Ph.D

Contents used in this presentation are adapted from Career Planning Strategies and used with the permission of the author.

Marketing a Product

YOU!

background credentials

advantages: less expensive less time

disadvantages:less effective

Resumes

Poor Response Rate

Techniques can keep it out of the circular file

Playing the Odds!

2% to 4% response

Two Approaches to Direct MailRifle

(narrow)Shotgun(wide)

Target audienceMake response easy

Force a responseName drop

Hard sell the product (you)Aggressive close

Six Methods to Increase Effectiveness

INCREASE EFFECTIVENESS OF DIRECT MAIL

1 2 3

Targetaudience

MakeResponse

easy

Forcea response

Identifycustomer

Enclosepostcard

I willcall

INCREASE EFFECTIVENESS OF DIRECT MAIL

4 5 6

Dropname

Hard sellthe product

Aggressiveclose

TEAM

Cover Letter• attention getter• personalized

Resume • facts & details• general

WRITE THE PROPER PERSON

If you don't have this info...find it or write the president.

Les Dolittle1 Pot Luck LaneMt. Cloud, MD 00000

Specific name: Mr. J.B. BigActual title: Vice PresidentDepartment: Human ResourcesOrganization: I.C.U. GroupAddress: Cando, IA 99999

No Insurance It Will Be Read!

must have well developed design & proper structure

worth time & effort

COVER LETTERSindividually typed

Business Letter

Format

Applicant's AddressCity, State, ZipPhoneDate

Employer's NameEmployer's TitleFirm NameAddressCity, State, Zip

Dear Mr., Ms., Last Name

Introductory ParagraphBody ParagraphClose (Thank You, Action Expected)

Sincerely Yours,Applicant's Name

Encl: Resume, Expense Statement, Othercc: Placement Office (Helps Get Results)

Your cover letter and resume must:

reach the proper person...

be read by that person...

communicate your credentials.

Cover Letter Is Not A Long Narrative!

Short&

concise

covers ONLY basic and relevant aspectsof background that relate to the position

Goal:convince employer that you have thequalifications to handle the position.

must communicate credentials…must be able to write well...

COVER LETTERS

tone = modest confidence

Dear IBM, How are you?I am fine...

PURPOSE

obtain anappointment

COVER LETTERS

create interest and enthusiasmwant employer to take action

Action = Invite You To An Interview

overtly suggest it…set specific time...

How do you get the employer's attention?

some methods more effective than others...

tailored to your unique background & interests...

First Words Must Catch Attention Stimulate Reader's AppetiteKeep Reader's Interest High

Words Make Difference

highlight valuesshow interestdescribe personality identify skills

WORDS

(difference between success & failure)Motivate the Reader

FORCETHEEMPLOYER

subconsciously

I CAN Administer Coordinate Control Create

Direct Develop Evaluate Influence Lead Motivate

Dear Employer,

Implement Increase Manage Supervise Propose Sell

I DID Conduct Complete Accomplish Establish

Dear Employer,

Successfully Meaningfully Completely Responsibly Tactfully Equitably Maturely In an appropriate

manner

I DID IT Quickly Well Concisely Thoroughly Pleasantly Fairly Resourcefully

Dear Employer,

Realistic Positive Responsible Productive Tactful Attitude

I AM Logical Analytical Methodological Practical

Dear Employer,

Efficient Energetic Enthusiastic Logical Objective Humble

I AM Aggressive Ambitious Conscientious Creative

Dear Employer,

Describe Yourself

By Example

situations

stories

projects

activities

experiences

episodes

Tell About Your Life

real

embarrassing

sincere

humorous

A Lot Of Life

crammed into one letter

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