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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)