Thursday, March 7, 2013

So What? Make Me Care! Do It Fast!

I love this phrase: "So what? Make me care? Do it fast!"

Deb Dib uses it as the "mantra" for all the work she does for her career clients. It's a phrase she came up with a few years ago at a Career Thought Leaders conference in Baltimore. 

Earlier this week, I attended The Academies' Certified G3! Coaching preview call, where Deb and Susan Whitcomb shared some of the strategies used in the program (you can read some of my take-aways below).

G3, in case you're not aware of it, is "Get Clear, Get Found, Get Hired" and it's a 10-week program designed to teach resume writers and career coaches how to create branded career communications ("career-comm").

From The Academies' program description:
To land today, your clients need to build an organic web of influence across multiple channels — starting yesterday! To do this, most clients will need more than a resume writer or coach – they’ll need a leading edge go-to resource with the training and talent to position them for this uncommon new world of careering … with resumes, LinkedIn profiles, and more for the mobile marketplace.

You can watch the 54-minute preview video here:

It's definitely worth your time, even if you're not ready to pursue the certification yet.

Here were some of my key take-aways:
  • Social media (especially Twitter) and the increase in mobile devices have inspired a need for shorter, more focused career communication documents. That doesn't mean that there isn't a need for two-page resumes (and addendums), but you should also be creating short-form pieces. Mobile devices outnumber PCs by 3-to-1 worldwide, so we as resume writers need to consider how what we write is being consumed … and a lot of it is being read on smartphones and iPads.
  • Deb pointed out that we are helping people navigate one of the most important transitions in their lives — so we need to be on top of our game in terms of knowing what's needed now and what's coming next. As Deb says, "We have a moral imperative to help our clients navigate change."
  • Deb introduced the concept of "Why-Buy-ROI" as a way to express client's "branded value in the marketplace." The "Why-Buy-ROI" formula takes the idea of expressing accomplishments a step further. It says, very quickly, "I know what you need, I can do it, I can prove I can do it, and I can do it again." The formula is: WHO/HOW/WHAT —> Measurable result. (Deb and Susan provide specific examples of this in the video, including one for a support position — which, as you know, it can be hard for people in support roles to quantify their value.)
  • Think in terms of mini-modules that can build upon each other when developing your client's career communications. Susan and Deb described the process as creating a "Parts Store" where you can "shop" to find pieces to meet the client's needs in the job search.

They also showcased the G3 Smart-Step System, and described the pieces that take you (and your clients) from "4 smart steps" to "4 awesome outcomes."

Finally, Deb and Susan talked about how the G3 system can be incorporated into a resume writing business to add additional revenue. Deb said in her first year, she made $750. Total. But she also pointed out that was 20 years ago. She provided a sample price chart that showcases packages that can be built using the G3 system, and the "Power Pitch Resume with Proof-Points™" is twice that alone. If you've been looking for a way to increase your prices — and revenues — this system provides the key.

If you ARE thinking about becoming a G3! coach, the next program starts April 15, 2013. As I mentioned, it's a 10-week training class. Deb Dib will be your instructor, and sessions are held from 4 to 5:30 p.m. Eastern time via teleseminar/webinar every Monday. When you complete the program, you'll have two certifications: The Academies' Certified Get Clear, Get Found, Get Hired! Coach plus the 360Reach Certification offered through Reach Personal Branding.
The Academies is offering a special offer if you sign up by Friday, March 8. 

The first five people who register by midnight on Friday (and note: Several spots have already been taken!) can register at a $300 discount ($2197 instead of the usual $2497 price, and that can be paid in four installments of $572), plus you'll receive a free coaching session with Susan (a $500 value), and a free iPad Mini ($400 value).

If you're interested in this special offer, register using this link:


  1. Love the Why-Buy-ROI as the heartbeat of branded career-comm. It gives job seekers a way to articulate their value while also connecting with the employer's need AND cultural fit.

  2. I really enjoyed reading your takeaways, Bridget!

    Everything is so fast-paced that job seekers really do need to know how to write in a way that can be easily viewed on mobile devices. This program is loaded with takeaway value!