The Magic Of Marketing Letters
-
Upload
jim-geraghty -
Category
Documents
-
view
1.821 -
download
2
Transcript of The Magic Of Marketing Letters
![Page 1: The Magic Of Marketing Letters](https://reader036.fdocuments.in/reader036/viewer/2022062412/5430a7c28d7f72bf368b4694/html5/thumbnails/1.jpg)
![Page 2: The Magic Of Marketing Letters](https://reader036.fdocuments.in/reader036/viewer/2022062412/5430a7c28d7f72bf368b4694/html5/thumbnails/2.jpg)
Job Seeker Options
Job Boards
Ads
Internet Networking
Head Hunters
Self Marketing
![Page 3: The Magic Of Marketing Letters](https://reader036.fdocuments.in/reader036/viewer/2022062412/5430a7c28d7f72bf368b4694/html5/thumbnails/3.jpg)
• 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
![Page 4: The Magic Of Marketing Letters](https://reader036.fdocuments.in/reader036/viewer/2022062412/5430a7c28d7f72bf368b4694/html5/thumbnails/4.jpg)
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
![Page 5: The Magic Of Marketing Letters](https://reader036.fdocuments.in/reader036/viewer/2022062412/5430a7c28d7f72bf368b4694/html5/thumbnails/5.jpg)
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
![Page 6: The Magic Of Marketing Letters](https://reader036.fdocuments.in/reader036/viewer/2022062412/5430a7c28d7f72bf368b4694/html5/thumbnails/6.jpg)
Three Step Process
• The Resume
• The Market Letter
• The Interview
![Page 7: The Magic Of Marketing Letters](https://reader036.fdocuments.in/reader036/viewer/2022062412/5430a7c28d7f72bf368b4694/html5/thumbnails/7.jpg)
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.
![Page 8: The Magic Of Marketing Letters](https://reader036.fdocuments.in/reader036/viewer/2022062412/5430a7c28d7f72bf368b4694/html5/thumbnails/8.jpg)
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?
![Page 9: The Magic Of Marketing Letters](https://reader036.fdocuments.in/reader036/viewer/2022062412/5430a7c28d7f72bf368b4694/html5/thumbnails/9.jpg)
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.
![Page 10: The Magic Of Marketing Letters](https://reader036.fdocuments.in/reader036/viewer/2022062412/5430a7c28d7f72bf368b4694/html5/thumbnails/10.jpg)
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.
![Page 11: The Magic Of Marketing Letters](https://reader036.fdocuments.in/reader036/viewer/2022062412/5430a7c28d7f72bf368b4694/html5/thumbnails/11.jpg)
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.
![Page 12: The Magic Of Marketing Letters](https://reader036.fdocuments.in/reader036/viewer/2022062412/5430a7c28d7f72bf368b4694/html5/thumbnails/12.jpg)
The Magic Formula
• Step One - "The Opener"
• Step Two - "The Link"
• Step Three - "The Reinforcement"
• Step Four - "The Close"
![Page 13: The Magic Of Marketing Letters](https://reader036.fdocuments.in/reader036/viewer/2022062412/5430a7c28d7f72bf368b4694/html5/thumbnails/13.jpg)
"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.
![Page 14: The Magic Of Marketing Letters](https://reader036.fdocuments.in/reader036/viewer/2022062412/5430a7c28d7f72bf368b4694/html5/thumbnails/14.jpg)
"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.
![Page 15: The Magic Of Marketing Letters](https://reader036.fdocuments.in/reader036/viewer/2022062412/5430a7c28d7f72bf368b4694/html5/thumbnails/15.jpg)
" 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.
![Page 16: The Magic Of Marketing Letters](https://reader036.fdocuments.in/reader036/viewer/2022062412/5430a7c28d7f72bf368b4694/html5/thumbnails/16.jpg)
"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.
![Page 17: The Magic Of Marketing Letters](https://reader036.fdocuments.in/reader036/viewer/2022062412/5430a7c28d7f72bf368b4694/html5/thumbnails/17.jpg)
"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.
![Page 18: The Magic Of Marketing Letters](https://reader036.fdocuments.in/reader036/viewer/2022062412/5430a7c28d7f72bf368b4694/html5/thumbnails/18.jpg)
"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.
![Page 19: The Magic Of Marketing Letters](https://reader036.fdocuments.in/reader036/viewer/2022062412/5430a7c28d7f72bf368b4694/html5/thumbnails/19.jpg)
"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.
![Page 20: The Magic Of Marketing Letters](https://reader036.fdocuments.in/reader036/viewer/2022062412/5430a7c28d7f72bf368b4694/html5/thumbnails/20.jpg)
Sample Market Letter
![Page 21: The Magic Of Marketing Letters](https://reader036.fdocuments.in/reader036/viewer/2022062412/5430a7c28d7f72bf368b4694/html5/thumbnails/21.jpg)
Step 1- "The Opener"
![Page 22: The Magic Of Marketing Letters](https://reader036.fdocuments.in/reader036/viewer/2022062412/5430a7c28d7f72bf368b4694/html5/thumbnails/22.jpg)
Step 2-"The Link"
![Page 23: The Magic Of Marketing Letters](https://reader036.fdocuments.in/reader036/viewer/2022062412/5430a7c28d7f72bf368b4694/html5/thumbnails/23.jpg)
Step 3-"The Reinforcement"
![Page 24: The Magic Of Marketing Letters](https://reader036.fdocuments.in/reader036/viewer/2022062412/5430a7c28d7f72bf368b4694/html5/thumbnails/24.jpg)
Step 3-"The Reinforcement"
(continued)
![Page 25: The Magic Of Marketing Letters](https://reader036.fdocuments.in/reader036/viewer/2022062412/5430a7c28d7f72bf368b4694/html5/thumbnails/25.jpg)
Step4 - "The Close"
![Page 26: The Magic Of Marketing Letters](https://reader036.fdocuments.in/reader036/viewer/2022062412/5430a7c28d7f72bf368b4694/html5/thumbnails/26.jpg)
The Envelope
![Page 27: The Magic Of Marketing Letters](https://reader036.fdocuments.in/reader036/viewer/2022062412/5430a7c28d7f72bf368b4694/html5/thumbnails/27.jpg)
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.
![Page 28: The Magic Of Marketing Letters](https://reader036.fdocuments.in/reader036/viewer/2022062412/5430a7c28d7f72bf368b4694/html5/thumbnails/28.jpg)
Mail Merge Demo
• Open Form Letter file
• Open Data Base file
• Merge Documents
![Page 29: The Magic Of Marketing Letters](https://reader036.fdocuments.in/reader036/viewer/2022062412/5430a7c28d7f72bf368b4694/html5/thumbnails/29.jpg)
Database Search
![Page 30: The Magic Of Marketing Letters](https://reader036.fdocuments.in/reader036/viewer/2022062412/5430a7c28d7f72bf368b4694/html5/thumbnails/30.jpg)
Search Criteria
![Page 31: The Magic Of Marketing Letters](https://reader036.fdocuments.in/reader036/viewer/2022062412/5430a7c28d7f72bf368b4694/html5/thumbnails/31.jpg)
Search Results
![Page 32: The Magic Of Marketing Letters](https://reader036.fdocuments.in/reader036/viewer/2022062412/5430a7c28d7f72bf368b4694/html5/thumbnails/32.jpg)
Search Results in Excel
![Page 33: The Magic Of Marketing Letters](https://reader036.fdocuments.in/reader036/viewer/2022062412/5430a7c28d7f72bf368b4694/html5/thumbnails/33.jpg)
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.
![Page 34: The Magic Of Marketing Letters](https://reader036.fdocuments.in/reader036/viewer/2022062412/5430a7c28d7f72bf368b4694/html5/thumbnails/34.jpg)
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".
![Page 35: The Magic Of Marketing Letters](https://reader036.fdocuments.in/reader036/viewer/2022062412/5430a7c28d7f72bf368b4694/html5/thumbnails/35.jpg)
![Page 36: The Magic Of Marketing Letters](https://reader036.fdocuments.in/reader036/viewer/2022062412/5430a7c28d7f72bf368b4694/html5/thumbnails/36.jpg)
Recommended Reading
Executive Jobs Unlimited Carl R. Boll
The Magic of Market Letters Jim Geraghty
$15.00 a copy (includes sample letters and more)
![Page 37: The Magic Of Marketing Letters](https://reader036.fdocuments.in/reader036/viewer/2022062412/5430a7c28d7f72bf368b4694/html5/thumbnails/37.jpg)
![Page 38: The Magic Of Marketing Letters](https://reader036.fdocuments.in/reader036/viewer/2022062412/5430a7c28d7f72bf368b4694/html5/thumbnails/38.jpg)
Recommended ReadingExecutive Jobs Unlimited
Carl R. Boll
The Magic of Market Letters
Jim Geraghty
15.00 a copy
(includes sample letters and more)
![Page 39: The Magic Of Marketing Letters](https://reader036.fdocuments.in/reader036/viewer/2022062412/5430a7c28d7f72bf368b4694/html5/thumbnails/39.jpg)