Tuesday, September 2, 2014
Finding Your Voice as a Resume Writer and Business Owner
As resume writers, we talk a lot about communicating our client's "voice" in their resumes and career communication documents so that it "sounds" like the client, not like us.
But what is YOUR voice as a resume writer and resume business owner? What is the point of view that you use in your client communications and content marketing? It's important to figure out your voice so that you can create a coherent and professional communication strategy. Here's some ideas on how to do just that:
Figure Out Your Core Values
What is it that you want to say to the world? What is it that you feel is important? Do you want your resume writing business to be a beacon of light to your audience, shining down on them, creating joy and happiness? Do you want your business to be a wake-up call and teach lessons for your audience? What do you want your audience to think about when they think of your brand?
Get to Know Your Jobseeking Clients and Prospects
Marketing is all about what's in it for them, not what's in it for you. If you can remember that, for every piece of content you create, you;ll be halfway there. Every story you tell — through the articles you write, videos you create, or press releases you send out — should all be focused with your target jobseeker in mind. The best way to do that is truly understand who your ideal client is by studying them and immersing yourself in everything there is to know about them. How you speak to your audience will be directly related to how well you know them. You'd speak to a stay-at-home mom returning to the workforce differently than you'd speak to a senior executive. So your voice has to be appropriate for the prospects and clients you want to work with.
Identify the Value You Offer Your Audience
You're not just writing resumes. You're helping clients identify what sets them apart from other jobseekers, and then creating interview-winning career communication documents that clearly communicate their value. Keep your value in mind as you work to identify your voice.
Differentiate Your Resume Writing Business From Your Colleagues
No two resume writers are alike, but for jobseeker prospects, it may be hard to tell us apart, unless you communicate your value clearly. How do you express your values to prospective clients? How will you deliver your resume services? What sets you apart? How can you deliver more value to clients while also sticking to — and expressing — your core values?
Decide If Your Voice Is Casual or Formal
Once you combine all of the above, you will need to decide if your target audience will respond better to a casual or formal voice (or someplace in between). How you speak to your audience is a very important factor in determining if they will understand your message.
Determine Acceptable Lingo and Terms
Once you've decided whether your voice is casual or formal or someplace in the middle, you can come up with the type of terms and lingo youíll use throughout your content marketing, regardless of format.
Create Documentation as a Guide
Whether you will be creating your marketing content yourself, or getting help, creating documentation to guide you through the process will help. Be specific about which font to use. Write down the type of words you want to use, too. The terminology, lingo, and jargon is important because it will mean something to your audience and help you get your message across in a way that will produce the results you desire.
Don't Try to Be Someone You're Not (Be Authentic!)
Resume writers who provide personal branding services know that it is important for the client's voice to be authentic. The worst thing you can do as you're creating and developing your voice is to try to be someone you're not. If you are not generally formal, don't even try to be formal. If you'd feel fake being casual, don't do it. Be yourself. If you've chosen your target audience well, it will be easy for you to be who you are and market to them in a successful way using content.
Content marketing is the most effective form of marketing today, bar none. Finding your voice will help make everything easier. You'll be able to not only create content easier, you'll also have a guide to help keep it consistent across all marketing channels.
What are your thoughts about finding your voice as a resume writer and resume business owner?