Resume Writers: 7 Reasons to Feed the Media

I’ve said it before, and I’ll say it again: The media is hungry for career-related content to share with their readers, viewers, and listeners. Feed them!

The benefits of public relations can be immense. My bachelor’s degree is in public relations, and I know how powerful PR can be for you individually and for the careers industry as a whole.

Here’s seven reasons why you should feed the media:

1. Credibility

Getting a favorable mention of your business in the media holds far more value than a paid advertisement, because it has more credibility with the public.

Nielsen’s 2015 Global Trust in Advertising poll showed that “earned” media sources — including word of mouth, customer testimonials or editorial content such as newspaper editorials and articles, are more trusted than “branded/owned” vehicles such as ads.

Press releases, media appearances, and other publicity-generating PR events help fuel editorial coverage and shape public opinion.

2. Control

Providing your story to the media means you have more control over the message. Ideally, a media outlet will run your press release verbatim, but even if you can’t control a reporter’s final version of the story, you have more influence when their starting point is your press release. Choosing the right outlet for your message is important — choose media outlets that reach your target client. There are so many possible venues: newspapers, radio programs, podcasts, magazines, newsletters, blogs, etc. — pick the ones that your ideal client is paying attention to.

3. Crisis Management

A good PR plan isn’t just about generating positive news coverage involving your company. It’s also about avoiding and being prepared to handle bad publicity.

Being ready with a plan before disaster strikes can save valuable time and face in the event of a crisis.

Whether it’s a credit card breach leaking customers’ sensitive information or a scandal affecting the careers industry (bad actors in the recruiting world, resume writing firms falsely claiming “Top 10” status to the detriment of the rest of us, etc.), your public relations strategy can help position a small business for the best possible outcome in a bad situation. While rare, preparation is the best defense.

4. Exposure

People have many sources competing for their attention these days. Public relations offer another way to reach them — another channel to build awareness and create a positive image. It can be leveraged and also supplement your other marketing efforts. Again, media mentions can significantly improve your “know, like, and trust” ratio with prospects, making your website and other marketing efforts much more effective.

5. Staying Power

In the digital age, news stories no longer have a shelf life. Their visibility on search engines doesn’t decline as time passes; instead, articles continue to gain exposure over time as they are linked by other sources, whether in a newer article, a blog post, a Yelp review, or elsewhere.

There’s an article out there from the early 2000s that I’m quoted in that I still see surface occasionally. It’s almost 15 years old and it’s still getting traction!

And here’s a magazine profile of me from 2017 (see page 27) that’s still generating client prospects!

6. SEO Benefits

Making sure positive stories are told (both in earned and owned media, and across social media networks) and that your messaging is consistent, and your content timely and relevant, will keep your organization higher up in search engine rankings, bringing more customers to you and driving more growth for your resume writing business.

7. Value

Because small businesses might not have access to the financial resources and large advertising budgets that big companies do, PR offers more bang for your buck. Establishing the right public image and communicating it via the news media is a cost-effective route to raising awareness and improving the perception of your business.

Editorial coverage in particular can come at no cost to you, and it can greatly enhance and supplement the marketing you’re doing elsewhere.

Bill Gates famously said, “If I was down to my last dollar, I would spend it on public relations.” Gates understood the value of a good PR strategy, which is that it offers a cost-effective means to increase your long-term profit.

Want to learn more about HOW to feed the media?

Check out this special report: “Feed the Media: How to Get Free Publicity for Your Resume Business”

or check out our 4-part training on the topic: Feed the Media: Webinar Series for Resume Writers and Career Coaches

Secrets of Getting Free Coverage in Your Local Area

Buying a full-page ad in your local newspaper would cost more than most resume writing businesses could afford. However, if you got your local newspaper to cover you for free, that's exactly what you might get: an entire page (or at least a portion of a page!) dedicated to you.

Here's how to leverage the power of the press to get massive free publicity in your local area.

Pay Attention to Subsections
People often make the mistake of only trying to make "The Big News" (i.e., the front page of the paper or the front page of the Careers section). When you're trying to get attention locally, often it's better to focus on smaller sections.

For example, instead of trying to get an article in the Careers section, you might try to get a story in the "Money" or "Business" section. (Plus, you'd be attracting the attention of readers who aren't necessarily looking for a new job right at the moment.) Or how about trying to get a story in the "Living" section about a client who made a career transition in order to spend more time with his kids?

Each newspaper uses a different name for their various sections. Look through the various local papers and pick the sections you want to try to get stories in.

Don't Just Target Newspapers -- Think Magazines

Large cities often have magazines as well as newspapers. For example, San Francisco has the "7x7" magazine, dedicated just to San Francisco. New York, Chicago, Boston and many big cities also have similar circulations. My hometown -- Omaha, Nebraska -- has a couple of different city-oriented magazines, including Omaha magazine. The same company also publishes magazines called "Omaha Home" and "B2B Omaha."

Do a Google search of your city + magazine and see if you can find publications that are city-oriented in your area.

Reaching Out to Journalists
Remember that newspaper editors need to fill pages. Find the editor or journalist who's responsible for the specific section you're targeting. Try to pick people who've written about similar stories in the past. Then, send them an email pitching your story. Wait about 24 hours, then contact them by phone to follow up. Add them to your news release distribution list.

You might not land the story your very first try. Keep coming up with interesting angles and soon enough you'll get your first mention in the newspapers. Publicity begets publicity -- the more you're quoted, the more you'll be asked to be a part of future stories.

For more information on how to get free coverage for your careers industry business -- including sample news releases, dozens of story ideas to pitch, and more -- check out the Feed the Media Special Report (available to Bronze Level members during the month of September on BeAResumeWriter.com).

Guest Blog Post: Marian Bernard on "Feed the Media: How to Get Publicity for Your Business"

This guest post is contributed by Marian Bernard, of The Regency Group. She attended the "Feed the Media: How to Get Publicity for Your Resume Business" teleseminar I taught on Nov. 9. Here are her notes, for your enjoyment.

FEED THE MEDIA:
How to Get Publicity for Your Business
(notes from teleseminar delivered on November 9, 2011 and transcribed by Marian Bernard ... www.ResumeExpert.ca)

The difference between advertising and public relations

• Advertising (marketing) is what you pay for; by contrast, public relations / publicity (promotions) is free
• With advertising (as well as radio and TV) you have complete control of the message
• Resume writers complain that they don't have control over the final "publicity product"; it's virtually guaranteed that something unrelated to the interview may be asked

How to identify what is newsworthy and what will get you media attention

1. Is it interesting to the media's target audience? 
2. Is it timely? (e.g., the role of New Year's resolutions and the job search)
3. Have you established why YOU (as opposed to someone else) are the person to interview for that story? (e.g., could I be interviewed because a local layoff is taking place?) Will it benefit my business to be interviewed? 

Other "interview-relevant" topics: 

When people falsify information on their resumes / digital dirt / when I earn an award / when I host a free teleseminar (or webinar) on job search topics / when I partner with another business or organization / when I reveal industry and employment scams (e.g., Bernard Haldane) / I can make career industry predictions and comment on trends / offer feedback on LinkedIn (and Facebook) and how they impact the job search / when I speak at a conference or event / a news release that debunks job search or 1-page resume myths / sharing a tip sheet / every time unemployment numbers are released (either trending up or down) / every time a major employer in York Region closes down / conduct surveys and release results (e.g., contacting the local employment service and recruiting firms, and asking for their worst interview anecdotes)

· I can compile statistics and assemble a fact sheet. When such "hot topics" resurface, I can contact local reporters

How to build your media list and how to target effective contacts in the news media

• Journalists seek out industry and subject matter experts
• Journalists ask people they know for ideas or they call upon people they already know

Strategy to get noticed: 

I can connect with - and follow - journalists and primary contacts via Facebook and LinkedIn

• Conduct research to determine what publication(s) my target resume writers read; e.g., newspapers, free weekly newspapers, influential local blogs, trade publications, association newsletters. I can also do a Google search for radio and TV - Greater Toronto Area
• Identify which media outlets will be relevant for the stories I am pitching

For example:

o Newspaper: "Business" or Career" section
o Radio: Talk format ... contact the News Director, the actual Host of the program, or their Producer
o TV: Local news stations which feature consumer segments (e.g., how to help jobseekers avoid fraudulent opportunities) ... contact the Assignment Editor or a Consumer Reporter

· Create and update a media list (Marian has one!) every month or two

· Increase your visibility on line (e.g., through ezinearticles.com and easyarticles.com [or is it easy-articles.com?] ) to make yourself more "Google-able"

· Add a "Media / News / Press" tab on my web-site to store a media kit; I can also post media releases that I wrote

Media Training 101: Top things you need to know when working with the media

• When speaking to the media, you want to come across as confident, approachable, authoritative, and knowledgeable. You are the expert; that is why the media is interviewing you. The message is the key!
• The media plays an important role in reaching prospective clients. Three-quarters of a local audience is watching TV news; 54% listen to talk radio; and although local newspaper circulation is declining, it is still a viable option
• The only thing you have complete control over in an interview is YOU; i.e., what you say, what your message points are, and what you want to convey
• There is a way to bring the interview message back when the topic strays: "The person who is interviewing you directs the questions and topics, but the interviewee has 100% control over the answers" 
• Write out key points ahead of time; e.g., "Although the national numbers are bad, the local numbers are ..." Script your 2 / 3 / 4 key message points ahead of time so you can discuss them conversationally

Print interviews: Think in terms of sound bites because responses can be edited down:

• Be concise (do not ramble on)
• Stay on topic (have a focused message in mind)
• Use positive language and don't restate negatives
• Reroute off-topic banter back to the relevant topic
• For print interviews, it IS okay to say, "I don't know that, but I'd be happy to get back to you. What's your deadline?" 
• There is no such thing as "off the record"
• Ahead of time, prepare at least one quote that you hope will appear in print

Tips for TV (a very visual medium):

• Prepare how you look as well as what you say
• TV can suck the energy out of you; to counteract this, "dial up" your enthusiasm a notch or two
• Maintain at least a slight smile on your face; practice in front of a mirror
• Lean forward about 15 degrees to avert the prospect of appearing heavier than you are
• Get review and feedback from friends on your TV appearance
• What to wear (and not)? Don't wear shirts with busy patterns. Women should never wear tight-knit sweaters because it's difficult to hook up a mike to. Notice what the anchors are wearing the next time you tune into TV news

Interested in getting media attention for your resume writing business? Buy the "Feed the Media: How to Get Publicity For Your Business" teleseminar recording and transcript (just $5). (Bronze members of BeAResumeWriter.com -- you can get this recording/transcript for free as part of your membership. Check out the Expert Interviews Series section of the Paid Member Resources.)

What Should Be In Your Media Kit?

Your media kit (sometimes called a “press kit”) may include:

• An advance news release. This is used to announce a time-oriented event or activity, such as announcing a seminar you are sponsoring. 

• A backgrounder. This document provides detailed or in-depth information about an issue, a product or service, or your business. 

– For example: You reach a significant anniversary — this news release provides the history of the business up to this point. 

– Or: You issue a quarterly or annual report about local economic or labor conditions to coincide with national employment projections. 

• Feature news releases. These news releases often result in “profiles” in the local media. Take a key topic and provide your perspective. 

– “Unemployment numbers are misleading,” resume writer says. Then explain why you believe this is so, backing up your opinion with facts. 

• The follow-up. Sent out after an event to report results. 

— If you had a contest for “the worst resume ever,” issue a news release that you’ve selected a “winner” and include a copy of the winning entry and also the made-over resume.

• Your picture. Get a professional head-and-shoulders photo of yourself taken. 

• Information about you. Your brochure or a written description of your current business, the services you offer, and your biography (or your resume or vitae). 

• History of business. How you got to be where you are — when you started, what you’ve accomplished, how it’s changed. 

• Previous media coverage. Reprints of articles about you that have appeared in other publications. Remember, publicity begets publicity.

For more information on publicity, attend my free "Feed the Media" call on Wednesday, Nov. 9. 

Day 3: Valentine's Day and Resume Writing!

Several years ago, I wrote a news release entitled, "Looking for a Job is a Lot Like Looking for Love." I wrote about it in a previous blog post (2007), but today's post is not specifically about getting publicity for your resume writing business. (If it was, I should have written this post two weeks ago, because tying your business to a special event through publicity requires a bit of lead time!)


Tying your resume writing business to a special event (or holiday, in this case), can be done in a couple of ways:

• Write a themed blog post. One of my favorite for Valentine's Day is Jacqui Barrett-Poindexter's story about how she and her husband met (on Match.com).
• Host a sale or special offer. This can be a one-day, one-week or month-long special -- a "We Love Our Customers" promotion, a gift with purchase, or if you sell information products, a bundle offer.
• Send cards to your customers. Several resume writers send out Christmas or holiday cards to their clients -- but how many of them send them for Valentine's Day? This type of keep-in-touch marketing can spur repeat business and referrals.

If you're planning on tying your resume writing business to a holiday, be sure to give it some thought a few weeks ahead of time, and get the word out in advance. (And consider creating a public relations campaign around your efforts too! You'll find some good resources in this previous blog post.)

This is the third in a series of blog posts as part of "The Jessica Swanson 50-Day Blog Post Challenge." Today's challenge is: "Relate your small business to a special event."


Clip art courtesy of 1ClipArt

A Great Time to Get Publicity for Your Resume Writing Services

Layoffs are in the news everyday -- and as a careers professional, you're in a perfect spot to comment on this issue and get publicity for your resume writing services!

Just today, following the announcement of a major employer letting 350 employees go, I wrote a news release which I e-mailed to the reporter who wrote the story announcing the layoffs.

I also posted the tips on my blog:
http://omahajobhelp.blogspot.com/2009/01/what-to-do-if-you-think-youre-going-to.html

You can do the same.

Now is the time to be visible. There are tens of thousands of prospective clients out there -- they just need to know you exist!

Unemployment Rate Increase Heralds New Clients

The U.S. Department of Labor Bureau of Labor Statistics (BLS) announced today that the unemployment rate rose to 6.7 percent. That's a lot of unemployed people -- and a lot of people who probably need a professionally-written resume.

Now is a GREAT time for you to be contacting the media to share your job search insights, advice, and strategies. Their readers are HUNGRY for exactly this type of information.

Get Publicity - Ideas from CDI

Since my background is in Public Relations originally, I'm a big proponent of resume writers using publicity to increase their profile among prospective clients -- especially since advertising is so expensive.

I was reminded that Career Directors International has an extensive resource section for resume writers seeking publicity on their website.

Here are just a few ideas:

1. What is International Update Your Resume Month.

2. What is International Update Your References Week.

3. Popularity and acceptance of video resumes.

4. Challenges of resume writing for job seekers with new OFCCP rulings.

5. Cum laude can get your resume kicked out – resumes and SPAM.

And CDI's Laura DeCarlo reminds me that she is always willing to be interviewed as a second source for any stories you're involved with. Visit the CDI website for her contact information.

Publicity Opportunity: Lying on Resumes

Another celebrity has been caught using an embellished resume -- and this is a publicity opportunity for you!

Customize the following news release and fax or e-mail it to your local television news stations, radio stations, and newspapers. (Click on the highlighted text to download the Word document, or copy-and-paste: http://www.rwdigest.com/LyingonResume.doc)

JOB SEEKERS: LYING ON A RESUME WILL GET YOU IN HOT WATER

Job searchers can learn from the misfortunes of Robert Irvine, a British-born chef and presenter of Dinner: Impossible on the Food Network. Claiming credentials you don't have is a recipe for disaster, says [YOUR NAME], a professional resume writer.

"Job seekers are most likely to lie about things like their education or number of years they worked for a company -- and these are the easiest things to check," says [YOUR LAST NAME]. "If you're not caught when the company checks your references, you will likely get tripped up somewhere along the line. And many companies have a policy to fire employees caught lying on their applications -- even if that's several years later."

Lying on resumes is on the rise. An online survey conducted for the Society for Human Resource Management (SHRM) found that more than 60% of the 373 human resources professionals who responded reported finding inaccuracies on the resumes they review. Inaccuracies aren't necessarily lies, but anything that brings the job seeker's character into question is likely to end his or her chances for getting the job.

Irvine admitted that he lied about being a Knight Commander of the Royal Victorian Order and exaggerated his role as a traveling chef for numerous heads of state.

"If the issue is the job searcher's insecurity about his or her qualifications for the position, there are ways to address the issue without lying," says [YOUR LAST NAME]. "It's just not worth the risk when there are perfectly legitimate ways to position your credentials -- for example, your lack of a degree -- and still win the interview."

- END -

[YOUR BIO HERE: For example: Bridget Brooks, CPRW, is a Certified Professional Resume Writer with Image Building Communications in Omaha, Neb. She has been writing resumes since 1996 and is a member of the Professional Association of Resume Writers and Career Coaches as well as Career Directors International. She is available for interviews on the topic of "lying on resumes" and how job seekers can legitimately overcome potential shortcomings in their work history and education. Call (402) 393-4600 or e-mail omahajobhelp@yahoo.com.]

Note to resume writers: If you use this news release, be sure to customize it. And be sure to include a phone number where you can be easily reached -- and monitor your calls. The biggest response to a story like this will come in the next 72 hours.

Other resources:
The Lying Game
Lying on Resumes
SHRM Survey: Resume Inaccuracies

Resume Writers Resource

The careers industry has professional associations. We have conferences. You even have a trade magazine (that's me!). And now resume writers have an independent company that will help facilitate success, Resume Writers Resource …

Kathy Sweeney, NCRW, CPRW, CEIC, CCM has built her company, The Write Resume into a well-recognized brand -- and now she wants to share her expertise with other resume writers. Of course, Kathy has been sharing her secrets for attracting media attention and cultivating lasting client relationships for years. Her presentation on "Enhance Your Business Visibility and Increase Your Revenue" in Scottsdale in September 2006 at the NRWA Career Conference yielded tons of ideas for me. During her time as NRWA President, she mentored countless new and "emerging" resume writers. Now she's offering her services to the industry.

"The more you put yourself out there, the more your name will become known."
-- Kathy Sweeney, 9/15/06

One of the most exciting services offered by Resume Writers Resource (from my perspective) is the Press Release Writing Service. Even if you don't want to become a household name or have your company featured on the AOL home page, you will be amazed at the amount of business a single article written about your resume writing services can offer. For about the price of 1-2 resume projects, you can attract a dozen new clients ... ones who aren't just looking for the lowest-priced provider, either.

(The next Special Report from Resume Writers' Digest will give you actionable ideas on how to generate publicity for your business. But if you want to save some time, or don't want to wait for the report, contact Kathy.)

Kathy is also bringing affordable teleseminars and webinars to the industry. Her first offering, "The Nuts and Bolts of Implementing Interview Coaching Into a Resume Writing Business" will be offered tomorrow, Thursday 2/14/08 at 3 p.m. Eastern. The cost is just $25.

Kathy's experience will be a valuable "resource" for the careers industry, so be sure to sign up for her e-mail list to be notified of upcoming events.

Resume Writer's Action Plan - Part 1

Attracting resume clients to your business requires action on your part. This series of blog posts will provide a mixture of tips -- some that are meant to be implemented in the short-term and some that can be developed over time. A few are designed to produce a one-time boost, while others are geared towards multiple exposures to targeted audiences.

Any one tip, if implemented, can mean an extra $1,000 a month.

1. Write a news release for your local newspaper. As a resume writer, you are often in the position to spot emerging trends. News releases don't have to be long or flashy to be effective. But they do have to be newsworthy.

For example:
With the unemployment rate at a 10-year low in Iowa, job searchers in the Des Moines area are "trading up" to better jobs, according to a local resume writer.

"We are seeing many of our clients taking advantage of a competitive hiring environment by updating their resumes and sending them out to be considered for higher-paying jobs," says Donna Rose, a Certified Professional Resume Writer and owner of Rose's Resumes. "In many cases, they are increasing their take-home pay an average of 15 to 20 percent."

For more information on this trend, contact Donna Rose at 555-4224.

2. Send thank you notes after your client receives their final materials. You can use generic thank you notes or create customized thank you cards featuring your business logo. Tuck two or three business cards into the notecard and write a short, personal message.

3. Produce a client newsletter. Write your own articles or purchase pre-written stories. Send it out quarterly (at a minimum) to clients, friends, family, referral sources, the media, employment agencies, career counselors, and real estate agents.

4. Call your competitors. Perhaps there is an area of specialty you work in that they don't (for example, military separation) ... and vice versa. Help your clients... and yourself... by referring to each other.

5. Host a workshop. Develop and promote a one- or two-hour workshop. Possible topics are the job search strategy, finding a better job, even writing a resume. You will be targeting qualified prospects. Charge $10-$50, depending on the value of the information you present.

Managing the Media for an Event

If you're interested in tips on how to attract media publicity to your resume writing or career coaching business, then read on!

One great way to attract publicity is to sponsor an event, such as a career-oriented workshop.

One key consideration is how to manage the media for your event. Here are some tips to help you prepare:

1. Once you've set the date and time, invite the appropriate representatives from local television news programs, daily newspapers, industry or trade publications, etc.

2. Determine in advance if media will be invited as guests to the entire event or just a particular segment of it. If media are invited to cover only a specific aspect or portion of the event, be clear about this in your invitation. Make sure to allow plenty of time for media members to arrive so they will be able to capture the action and key aspects of the event.

3. Remember to count media members in your food and beverage calculations. Also figure out if you want them to sit in a specific place (TV camera operators in particular will need a spot with a clear view of the "stage" or "podium.")

4. Ask the media in advance what their deadlines are, and keep those in mind when creating the event schedule. For example, if an event is to be broadcast on the evening news, the film crew and editors will need time to create an appropriate clip.

5. Prepare media kits ("press kits"). This can include biographies of you and any other speakers; background information about the event, host organization and sponsors. Be sure to keep track of media no-shows so that a press kit and follow-up correspondence can be mailed to them.

— Excerpted from "Meetings and Conventions" magazine.

Publicity Ideas from TV Shows

Sometimes you can generate publicity by tying your concept into a television show. With the new season of television underway, there are new opportunities to find this connection.

Back in 2003, I wrote a news release based on "Cupid," a television show airing that season. (The press release website I submitted it to no longer exists, unfortunately.)

Called "Looking for a Job is a Lot Like Looking for Love," the news release highlighted the similarities between the resume screening process and the television show.

The show was designed to help single gal ("Cupid Girl") Lisa Shannon find and marry her perfect mate. Helping her screen out "the losers" were her two friends, Laura and Kimberly.

In the first two episodes, Lisa and her pals auditioned hundreds of prospective suitors. Each had just 30 seconds to make an impression and advance to the next round. I pointed out how the same mistakes that sunk some prospective suitors would also hurt job seekers trying to make a good first impression.
Look to the media for current themes and trends you can piggyback onto for your news releases.

Wondering about Lisa?

MSNBC had an update: She picked a mate on the final show (Hank Stepleton), but the pair declined to be married live on TV, turning down $1 million. Instead, they said they wanted to get to know each other off-camera, and from what we’ve heard, they followed through with that.

In 2003, after the show aired, they moved to Chicago — Hank’s hometown — together. In August of 2004, they were still together, having moved to LA, although they weren’t yet married or engaged. But the summer of 2004 was the last we’ve heard of them.

Quick Publicity Tips

As I work to get a couple of newsletters out the door, I'm reminded how easy it is to get publicity for your resume writing business, if only you take the time! For one of my newsletters this month, I interviewed three vendors. One of them immediately shot to the top of the list as a source I'll value because she provided a tip sheet for me. It was pretty simple -- just a couple of "Frequently-Asked Questions," but it made my day -- and, in fact, because the basis for the article. (To be fair, I had to interview the other two vendors, as they also advertised in the newsletter, but it was her graphics that I featured in the article too.)

How can you get more publicity? Be a better source. Prepare a couple of tip sheets ("Choosing a Resume Writer," "Top 10 Mistakes Most People Make on Their Resume," "Five Keys to a Successful Job Search," etc.) Think graphics! Can you provide a before-and-after sample? Sidebar with checklists? Your photo (professionally taken)? All of these things will endear you to the media. Trust me!

Credibility Marketing

One of the best ways to:

• Generate leads
• Convert prospects
• Increase media coverage for your résumé writing services; and
• Make sales

is to present career-related workshops. The barrier for most resume writers is knowing what to SAY in these workshops. Well, I've got a solution for you.

It's called "Twelve Steps to a Successful Job Search" and it's a complete training program for resume writers and career coaches.

Why might résumé writers want to make presentations? For exposure. For profit. Or maybe, if they’ve purchased "Twelve Steps to a Successful Job Search," because it’s so darn easy. If it came in a container, this kit might easily be referred to as a "seminar-in-a-box." But since it doesn’t, it should be called a "workshop-in-a-binder."

Produced by Nancy Karvonen, CPRW, CEIP, JCTC, CCM, and adapted from Jack Chapman’s popular special report, "Twelve Biggest Mistakes Job Hunters and Career Make and How to Avoid Them," this workshop is a perfect fit for prospective résumé clients, paying clients and general audiences. The focus of the workshop is on three areas: the job search, the interview and salary negotiation. The original one-hour format offers enough information to be useful without "giving away the store." You can add additional examples, anecdotes and samples to any section to expand the workshop content (and length).

For résumé writers looking to market themselves, Karvonen has included bonuses to make the process easy, including a sample workshop marketing letter, flier mock-up, sign-in sheet (including all the information you’d need to follow up with interested prospects) and evaluation form. The content of the workshop itself is also geared towards prospecting new clients, should you choose to use it for that purpose.

For those not familiar with Chapman’s "12 Mistakes," Karvonen explains them clearly and concisely.
They are:
1. Answering All the Help Wanted Ads
2. Avoiding Answering the Help Wanted Ads
3. Mailing Unsolicited Résumés
4. Looking for Openings and Vacancies
5. Inept Networking
6. Leaving Yourself Open to Too Many Kinds of Jobs
7. Unscheduled/Unplanned Job Searches
8. Doing It Alone
9. Letting Motivation Take Care of Itself
10. Letting Others Control Your Job Search
11. Not Preparing Well Enough for Job Interviews
12. Talking About Money Too Soon — Not Knowing Your Market Value

The workshop format follows the job search of "Pat Traditional," who was laid off from her job. Pat uses many of the same techniques that the "typical" job searcher tries and makes dozens of mistakes in the process, some of them made by even the best-intentioned job searchers.

Along the way, the workshop identifies the mistakes Pat makes and offers effective alternatives that are based on the same concept, but are more likely to yield results. For example, in "Leaving Yourself Open to Too Many Kinds of Jobs" (Mistake #6), Pat ap-plies for dozens of different types of jobs, reasoning, "If 100 jobs are out there and you narrow your search down to only two of them, your chances are much less than if you’re open to every-thing, right?" Instead, the workshop offers suggestions for effectively narrowing her search.

The kit itself is well done. It contains five major sections, separated by dividers. All the pages are numbered (including the handouts), making it easy to find information and sections quickly. Originals are sheltered in individual sheet protectors, making it easy to keep them in good condition. Plus, the CD-ROM makes it easy to customize pieces or print new originals, if necessary.

The CD itself is a gem. It uses Microsoft PowerPoint and Word for-mats and can be used by either a PC or Mac user. Adobe Acrobat PDFs ensure new originals can easily be made without loss of style or format. It's just $99.95 for the complete kit. It’s definitely worth the price — and knowing that you’ll be up and running and able to present your first seminar in about one week is worth the price.

Another bonus: Don’t like making presentations, but still want the resulting publicity? Buy the kit and use it as fodder for news releases and hand-outs. Several of the overheads are appropriate for charts accompanying news or feature stories. Or use each mistake as the subject of a series of 12 news releases. Incorporate in your own client’s experiences as examples.

Order from Impact Publications.

Get New Clients Through Articles in Trade Magazines

Trade publications can be a great way to get your name in front of prospective resume clients in a particular industry or market niche.

However, never pitch a story idea to a trade magazine, or any magazine, unless you've read the publication first.

But before you pay for a subscription, check out TradePub.com.

It includes a list of about 300 trade publications that are free to professionals who qualify. Browse through the list by industry, title, key word or geographic eligibility to find the titles that best match your skills and interests. Then complete the application form and submit it.

Even if you don't want to pitch an idea but you need to become familiar with a certain industry, this is a great place to do it:

http://associates.tradepub.com/

Once you're familiar with the magazine, consider sending an educational careers article on your area of expertise ("Top 10 Tips for Engineers Seeking a New Job"). Many trade journal editors love these articles. They're cheaper than buying an ad, and they're far more credible too.

"How to Write How-to Articles for Newspapers, Magazines and Trade Journals" shows you how to do it and includes a template for a simple how-to article that will save you hours of work. Read more about what you'll earn or order the CD or cassette tape at
The Publicity Hound.

Click on the "CDs/Transcripts" category or use the search box to search for "trade journals."