As marketing guru Robert Middleton notes, "People always act in their own self-interest and will respond to marketing appeals that offer solutions to their problems, predicaments, and pains."
Some common sources of pain include:
• They've just been laid off;
• They are relocating becaues of a spouse or significant other;
• They've been looking for a job but aren't getting interviews;
• They just graduated from college and are looking for their first job; or
• They've been asked to apply for a promotion and need a resume.
Identify those areas of pain and position your services around them.
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