Showing posts with label marketing. Show all posts
Showing posts with label marketing. Show all posts

Monday, December 28, 2020

The “Persistence Effect” and How It Can Help You Fill Your Appointment Book in 2021

 Have you heard of the “Persistence Effect”?

There is a direct connection between the level of effort you put into marketing and the results you get, even when it seems the results are completely unrelated to your efforts.

But it can be hard to figure out what marketing you SHOULD be doing. Should you advertise? Post on social media? Write articles or a blog? Work on networking? Cultivate new referral sources? Start a podcast? Do videos on YouTube?

I have the answer for you:

The secret to marketing

Yep, sounds simple. It doesn’t matter so much WHAT you do as THAT you do.

But it works. 

It’s like that saying: “How do you eat an elephant? One bite at a time.”
How do you fill your appointment book? One action at a time.

Do one or two simple things each day … consistently.
(The consistency part is important.)

You may look at your resume writing colleagues and wonder: Why does that person seem to have all the business they can handle, and I’m struggling with “feast and famine”? The Persistence Effect is one answer. Even if the things you’re doing aren’t DIRECTLY bringing you new business, the fact that you’re doing SOMETHING can bring you results.

I asked my Bronze members what they’d like to learn more about and the answer was how to get more clients. So I put together a mini course to help: 5 Simple Strategies for Securing More Sales.

In the course, you’ll discover three things you may be doing now that might actually be preventing you from getting clients, you’ll learn how the Persistence Effect can dramatically transform your marketing, and one simple habit that you can begin TODAY that may bring you all the clients you ever need.

Because it’s a mini-course, you can get through it quickly. It’s also designed to help you get results right away. There’s one 25-minute video and two homework assignments. It’s something you can start before the new year. (Although you can save the homework until Jan. 4 if you want.) 

The mini-course is regularly $27 but because I just launched it, you can enroll for just $18 through Dec. 31.

It’s a gift to give yourself to get 2021 started on the right foot. It’s partly about mindset, but there are also practical, actionable strategies you can implement to start filling your appointment book for next year.

Tuesday, January 17, 2017

Tools for Offering Free Webinars for Marketing Your Resume Writing Business

I got this question today from a Bronze member:
I’ve decided to go back to hosting webinars as part of my marketing tool box and have been researching various companies. I found one -- Zoom -- that seems to fit my needs for about $55 a month which is about ½ of what I paid for Go To Webinar. 

However, I’ve spoken to the folks at a couple of times and would like to work with them because of price and just because they are so nice. My problem is that, as you know, they don’t offer registration.

I offer both free and paid webinars using I analyzed a lot of different webinar platforms because I'm pretty picky. I wanted something easy for attendees to use (without requiring a download) and no Javascript. has affordable pricing and good technical support. I like that attendees can use a variety of platforms (desktop/laptop, tablets or phones) to access the calls. I also like that recordings take just one click and they can be directly uploaded to YouTube.


  • There is no built-in registration. I use a third-party registration option to handle that (EventBrite is a great option).
  • No built-in toll-free number options (most attendees don't care about this, but if you did want a toll-free call-in option, you can use a third-party service)
  • It doesn't track who attended versus who didn't, so you can't do follow-up marketing based on who actually was on the call or not.

So how do you let people know about your webinars? I use EventBrite -- here's my affiliate link:

I like EventBrite because it's free if you don't charge for your webinar. If you're using your webinar for marketing, you're probably not charging for it, and EventBrite is great for this.

EventBrite gives you a landing page to provide all your event information, full-service registration (including automated reminder emails) and event promotion (you can integrate your EventBrite event with your Facebook page and EventBrite will also promote the event on their "master list" of events). For paid programs, EventBrite also has a built-in affiliate program so you can reward referrals. (It also allows you to do special discount codes for referral source tracking too.)

If you offer a paid program, EventBrite is still a great, affordable option. You can use EventBrite's built-in payment processor or your own PayPal or payment processing. The EventBrite cost for paid events is 2.5% of the ticket cost plus $.99 (up to $19.95/ticket) if you use your own payment processing.

Add 3% if you use EventBrite's payment processing. I find it's about 5-10% effectively. (That is, if you sell a webinar for $59, your takehome would be between $54.76 (EventBrite: 2.5% is $1.48 plus $.99 = $2.47 plus 3% EventBrite fee = $1.77 = $4.24) and $56.63 (EventBrite: 2.5% is $1.48 plus $.99 = $2.47, plus separate PayPal or fees).  With the example given, that's between 4-7% net.

Wednesday, May 4, 2016

7 Ways to Get More Clients for Your Resume Writing Business

Clients are the lifeblood of a successful resume writing business. Without clients, there is no business! Here are seven tips for attracting clients. You probably know most of them, but it's a good reminder that if your appointment book isn't full, you can change that!

1. Tell Everyone You Know 
This may seem obvious, but you would be shocked to learn that some people you know probably don't know what you do. You want to get the word out to everyone you know, because they may know someone that needs you and tell them about you. Hand out business cards, share resources with them (the Pass-Along Materials make excellent special reports that you can use as lead generation magnets), and post updates on your social media platforms about the work you're doing (and the people you've helped -- without identifying your clients directly). 

2. Get Involved
Being involved in your local community and online communities, both business and personal, will help you become a known entity. Use the strategy of "Give To Get" -- be helpful to others. Remember, jobseekers are hungry for information that will help them in their job search -- FEED THEM! Remember the Zig Ziglar quote: "You can have everything in life you want, if you will just help enough other people get what they want."

3. Partner Up
A joint venture is a temporary partnership in which you join forces with someone who markets to your audience but who is not direct competition -- for example, a career coach. Partner up to host a free webinar teaching their clients something to solve one of their most burning problems (anything related to the job search is fair game -- LinkedIn is almost always an in-demand topic). They will promote the webinar to their clients and you'll teach it. You can give them a referral fee on any projects that result -- and, you can solidify a stronger referral relationship!

4. Be Social
Make all your profiles on social media compelling and informative. Post a good profile image that shows your face and eyes. It doesn't have to be a professional headshot, but it should be clear and show a good depiction of your personality. Join various groups online, consisting of both your audience and other resume writers (if you focus on a specific niche, colleagues can be a great source of new clients). Get to know people, help people, and let your profile speak for itself. Share information regularly -- become a resource people will depend on for careers content!

5. Build Your Reputation 
If your current client flow is slow, take time now to work on reputation building. The way you do this is participate in webinars, discussions, and even livestreams ( or Facebook Live), showing your professional knowledge about your careers industry niche and how you can help jobseekers. Write a book, blog, or guest blog and/or develop a freebie (lead magnet) to give away so you can build an email list. Content can help you capture new clients!

6. Optimize Your Website
Your website is the hub of all other activity. Ensure that it works on any device, that it loads fast, and that it is pleasing to the eye. Use keyword-rich titles, appropriate anchor text, and publish informative blog posts. Ensure that you have at least a Home page, About us page, Service page and a Contact page, and that there is no mistaking what it is you do when someone visits your website. (Refer to the "What To Write On Your Website" special report for more details.)

7. Be Your Own Client
I talk a lot about resume writers and the shoemaker's kids. (Referring to the old story about the shoemaker's kids being barefoot.) One of the best demonstrations of what you can do involves being a bright, shining light that shows the world what it is that you do. Your LinkedIn profile should be top-notch. Your "About Us" page on your website should tell a compelling story of you. If your personal communications are outstanding, prospective clients will see exactly how you can do the same for them.

If you're looking for a specific program to help fill your appointment book, the Earlybird registration and the 3-pay option for the next session of Get Clients Now end this Friday. (There are only 3 spots left too.)
Details here: Get Clients Now.

Monday, April 20, 2015

Not Enough Clients? What's In Your Way? (Guest Post)

C.J. Hayden
By C.J. Hayden

What's stopping you from getting all the clients you want? Do you know? The answer to this one question may be the key to making your marketing more successful.

It would seem from the questions people ask me about marketing that everyone is trying to fix just one type of problem -- how to fill their marketing pipeline with more new prospects.

"What else should I be doing to attract potential clients?" they ask. "Where else can I go to find people who might hire me?" or "How can I be more visible online so people will contact me?" or "Should I be finding prospects by cold calling, using Twitter, running ads, giving talks, writing articles...?"

All their questions -- and it seems all their efforts -- are aimed at finding ways to make contact with new people who might become clients. And every time they identify another activity that might help their pipeline get fuller, they want to add it to their ever-growing to-do list.

But is this really what's stopping them from getting more clients? Is this what's stopping you? If you are already marketing yourself in four or five different ways, will increasing that to seven or eight different ways produce better results? Or alternatively, if you drop everything you're doing now, and start using four or five brand new marketing approaches, will that do the trick?

In my experience, it probably won't. Continuing to try new and different approaches to fill your marketing pipeline will more often result in overwhelm, wasted effort, and failure than it will in new clients.

Instead of trying to fix your marketing by just seeking out more ways to meet people or collect names, email addresses and phone numbers, stop for a moment. What is the problem you're trying to solve? In other words, what's really getting in the way of your marketing success?

Listed below are the five most common marketing problems, and questions to ask yourself to see which ones might be yours. They're presented in order of priority -- problem #1 needs to be fixed before tackling problem #2, and so on. Consider whether making changes in one of these areas might be exactly the fix your marketing needs.

1. HANDS-ON TIME: Are you spending enough time proactively marketing? Not just getting ready to market, or thinking about how to market, or feeling resistant to marketing, but actually taking steps that will lead directly to landing clients?

If you're not spending enough time marketing your business, fixing other problem areas won't help much. Start keeping track of how much time you spend actively marketing each week. Most independent professionals find they need to spend from 4-16 hours weekly -- less when you're busy with paying work; more when you're not.

2. TARGET MARKET: Do you have a clearly defined target market which you can describe in five words or less? Does this market already know they need your services? And are you spending most of your time marketing to exactly that group?

Once you feel confident you are dedicating enough time to marketing, the next hurdle is making sure you're marketing to the right people. Focusing your efforts on a specific target group with a defined need for your services will make everything you do more effective.

3. MARKETING MESSAGE: Do your descriptions of your services name the benefits you offer and results you produce for your target market? And are these benefits and results that this market is looking for? Do you deliver your message every time you make contact?

Letting prospective clients know exactly how you can help them will make the most of the time you spend marketing to a defined audience. Your message needs to be clear, focused on the client's needs, and typically delivered multiple times to the same prospects.

4. FOLLOW-THROUGH: Do you have a system for following up with every prospect until they say either yes or no? Are you able to complete all the steps for each marketing approach you are using to make it pay off?

Without follow-through, much of your marketing effort is wasted. The typical prospect will need to hear from you (or about you) 5-7 times before deciding to work with you. And most marketing approaches need a follow-through element to succeed. For example, attending networking events requires post-event follow-up with the people you meet. Online networking requires regular participation, not just posting when you have something to promote.

5. MARKETING APPROACH: Are the strategies and tactics you are using to reach your market the most effective approaches available to you? Are they appropriate for your target market, and a good match for your skills and personality?

Only after addressing the first four problem areas above should you think about changing how you market. Because in truth, your tactics may not need to change. Whether you've been marketing yourself with cold calling, public speaking, or social networking, once you are spending enough time, marketing to the right people, delivering a targeted message, and following through on all your efforts, your results will improve dramatically.

So finding new or different marketing approaches -- the place where most peoplestart to fix their marketing -- is actually the last area to consider. The most effective approaches are those that include personal contact with your prospects, increase your credibility, and lend themselves to building relationships over time. And, approaches that match your skills and personality are more likely to succeed because you will actually use them instead of resisting them.

Once you know what might be stopping your marketing from being successful, make a commitment to fix what's really wrong. Resist the temptation (and hype) to keep trying new "silver bullet" marketing tactics or overloading yourself with endless possibilities. Finding the best marketing solutions will be much easier when you're trying to solve the right problem.

Copyright © 2013, C.J. Hayden

C.J. Hayden is the author of Get Clients Now!™ Thousands of business owners and independent professionals have used her simple sales and marketing system to double or triple their income. Bridget is a licensed facilitator for Get Clients Now!n Learn more about the Get Clients Now! program here.

Get Clients Now! is a trademark of Wings Business Coaching LLC and is used under license.

Monday, November 3, 2014

12 Ways to Increase Visibility and Market Your Business Services

I'm always looking for opportunities to learn — especially marketing strategies for career industry professionals — so I was happy to see that Debra Ann Matthews was presenting a teleseminar for the National Resume Writer's Association (NRWA).

Debra Ann shared "12 Ways to Increase Visibility and Market Your Business Services." (Usually, the NRWA allows you to purchase the recording/handout after the call — but the link to do that wasn't yet up by the time I posted this.)

While some of the strategies will already be familiar to experienced resume writers, she shared a couple of surprising tips.

For example, #8: Share who you are with your colleagues.
Did you know that other resume writers can be a GREAT source of clients for you? But that's only possible if they know who you are, and who you serve.

Debra Ann is also a strong believer in using public relations/media relations to increase your profile, attract the attention of prospective clients, and justify your value to clients. Like me, she advocates using strategies like article writing, podcasting, radio and television interviews, sending news releases, and subscribing to services like Help A Reporter Out (HARO) to take advantage of media opportunities.

Wednesday, December 18, 2013

No More Feast or Famine in Your Resume Writing Business

On yesterday's call for "Make 2014 Your Best Year Yet," I got a question from Laura in New Jersey about how to handle the "feast or famine" aspects of running your own resume writing business.

Laura: I’m a new résumé writer. I’m going into my third year. And many of my clients are getting jobs and getting hired and I’m so excited. But my biggest goal is just getting more business. That’s the key for me. I can do the work. It’s just getting the business and that’s, I guess, my biggest dilemma, my biggest goal.

Me: I talked earlier in the presentation today about CJ Hayden’s program, “Get Clients Now.” 

She has a book that you can work your way through, or I’ve actually been through her coaching program for it that’s a four-week class. And you put together a 28-day action plan that’s oriented around marketing activities like speaking and writing and referrals and those sorts of things. And like I said, her emphasis is on taking specific actions and doing them repeatedly because they’ll lead you to results. And that’s probably one of the biggest challenges we have as resume writers is that it’s kind of “feast and famine.”

So you’re like “Okay, right now it’s December and I need clients. I’m going to start working on these marketing things.” And then all of a sudden, we’ll get calls on Thursday, January 2nd, and your phone is going to ring off the hook for about 35 days with people who have New Year's Resolutions to get a new job, and you’re just going to be writing and consulting with clients and doing drafts and all this stuff. And then you’re going to get to the middle of February and there is a drought. And then you’re like “Okay, I’m going to get back on track with my marketing here” and then all of a sudden all the new grads come in April, wanting their resume. So C.J. talks about really creating the systems in place so that you’re just doing even 10 minutes of marketing a day to help even out that feast and famine cycle.

Laura: In other words, instead of waiting for the drought, market as you go.

Me: Exactly. She talks about creating a pipeline of prospects. And one of the big programs that I want to put together for 2014 from my side of things is list building because I’ve talked about this on a couple of previous calls and it’s one of my staples that I really emphasize to resume writers — building an email list of your clients and prospects so that you can turn on that pipeline when you need more business and then you can kind of turn down the volume of the flow. You always want to keep your pipeline flowing so that you constantly have existing clients coming back for updates and making referrals of new clients, but you want to have a steady flow of leads and prospects that are coming your way, and one of the easiest ways to manage that is to get them into your email system and provide them with information.

Obviously one of the biggest benefits of the Bronze membership is the content that I give you that you can use with these clients. And I have a lot of the Bronze subscribers who don’t put this stuff out publicly to the world. They’re not putting the content on their blog or their website. What they’re doing is packaging it and sending it to their existing email list. It might be excerpting it or it might just be putting a cover on it and sending it out as an e-book, but using that content to keep in contact with your prospects and your existing clients and the people that they have referred.

And again, C.J. talks about this a lot. You’re more likely to get business from people who know, like and trust you. And one of the biggest ways to do that is through content marketing because it establishes your expertise and it gives you a reason to be contacting you via email. I know that it’s hard to think, when you’re looking at your email box, “Oh my gosh. There is so much stuff in here.” But aren’t there some people that you really look forward to seeing what they have to say? And so, being that kind of person is going to help solidify that pipeline so that you’re keeping in contact with the existing clients and the past clients, you’re encouraging them to make referrals, and if somebody contacts you but they’re not ready to start working with you right away or maybe price is a barrier initially, putting them on that email contact list helps you develop that reputation as a credible expert and a trusted authority so that when it’s time for them to pull the trigger and actually have somebody work with them on their resume and LinkedIn profile and all that…

Laura: They’ll remember you.

Me: They remember you — "top of mind marketing." So I think you really might benefit from CJ’s book. And like I said, if you need a little bit more hands-on instruction, then you go through the course with a trained facilitator and a group of accountability buddies. I didn’t really talk a lot about accountability buddies today, but that’s a big part of it too is just having somebody on your team who is going to keep you accountable. That might be a colleague or it might be a friend or a family member — somebody who you can put this stuff out there to and have them make sure that you’re on track for your goals.

Laura: Thank you very much. And I do use the Pass-Along Materials. I put them in a binder when I send [the finished] resume out to them, but I’m thinking now maybe that should be an email marketing project.

Bridget: I would say digital use of it is probably more cost-effective. I love the value that you get when you send it out hard copy because it really has a high perceived value, but just from the standpoint of making them accessible to more people since you’re only sending them out to folks who are getting the finished documents, you might consider putting them in digital format too so that you can just either give them access to a special page on your website where they can look at [them] or excerpting them in the emails or just having a special folder on your computer where you’re like “Okay, I’m going to send people a link to this Pass-Along Material this month.”

Tuesday, June 11, 2013

How to Optimize Your Resume Writing Business Profile on Bing

In yesterday's post, I emphasized the need to develop an online presence on Bing, the fastest-growing social search site on the web. One of the best ways to do this is through a free profile on the Bing Business Portal.

In the Bing Business Portal, you can list your business details, profile, create your mobile website, upload photos, and even create business cards, QR codes, and more. It's important that you use every aspect of your Bing business listing in order to get the very best search results. Here are some ideas to help you optimize your resume writing business profile on Bing.

1. Consider your target audience. As with all types of marketing, it is very important to understand intimately who you are targeting with your profile. You need to know their demographics, their desires, fears, and needs. If you don't know those things you can't effectively attract them to your profile.

2. Fill out your complete profile. Use every inch of space to fill out your profile. Even if you work primarily with clients online (which most resume writers do), fill out the geographic-specific information too so that it makes it easier for your market to locate you in their search. In the "More Details" area, list your payment method, professional affiliations, when you started your resume writing business, and fill out your tagline. In the Description area, use all the keywords you can think of to describe what it is that you do for your audience.

3. Complete your mobile site. Even if your normal website is already mobile friendly, it won't hurt to fill out all aspects of your mobile site on your Bing business listing in the Bing Business Portal. The more information you provide and the more keywords you use, the more likely you are to show up in the search results.

4. Upload relevant photos. This is a good place to upload photos of examples of your work (before-and-after resume samples are an excellent example). You are able to fill in a caption for the photo, which can describe the photo in a keyword-rich way. This will ensure that your target market can find you and see examples of your work, or photos of your products if you publish information products (ebooks, for example).

5. Check for errors. Always double-check every aspect of your Bing business listing for errors. It's easy to make a spelling error, or a typo, so check to be sure that you have it written correctly and that everything looks the way it should in the Preview area. You can always update it later, but as with any content, it's best to edit and optimize from the start.

6. Fill out the "What I Sell" tab. Even though it may seem like duplication, the "What I Sell" tab is very important as it's yet another chance for you to enter search terms that your target audience will use when they're looking for a resume writer like you.

7. List all your events. Do you offer teleseminars or webinars on career topics? Speaking to any groups, or at a national conference? Whether the events are online or offline, this is a great place to list every event that you have so that when people search for events like yours they can find them easier. Again, this is another chance to enter search terms (keywords) that your target audience is using to find you.

8. Integrate your social media. Within your listing, under "Details" there is a space for your Facebook address, and your Twitter address (with more to come later). Ensure that you complete this area so that your target audience can connect with you on your other social media sites too.

9. Verify your site. This might seem like an obvious tip, but you may be shocked to learn that a lot of people forget to verify their Bing business listing. Depending on how you choose to verify, you may be sent a code via snail mail 7 to 10 days later. It can sometimes be mistaken as junk mail, so be on the lookout for it, because it has a PIN number you will need to enter in order for your listing to go live.

Once you have created your Bing profile, remember that it's not "Set it and forget it." Check back every few months to make sure that your profile is still up-to-date. And remember, the more complete your Bing profile, the more effective it will be for you.

Monday, June 10, 2013

The Next "Bing" Thing for Resume Writers

You've probably seen and heard more about the Bing search engine over the past few months. They're really taking a run at Google, and while they're still well behind the world's #1 search engine, it can be worthwhile for your resume writing business to optimize your presence on Bing. It will only take about an hour or so, and you may see a significant increase in traffic to your website and social media profiles as a result.

Over the next few days, we'll take a look at how to create your Bing-friendly profile.

Did you know that some mobile devices default to "Bing" for search? If you didn't, you probably also need to know that Bing is the fastest growing search engine and if you're not using it to its full advantage to promote your resume writing business, you may be missing out.

With Bing Webmaster Tools, you can optimize your website. With Bing Ads, you can ensure that your customers find your resume writing business website. If you want to be found locally, ensure that you claim your business on Bing Business Portal. It's free to get started. Simply go to and follow the easy instructions provided.

Due to the proliferation of Bing search, if you've not done this yet, you're not taking advantage of every opportunity to promote your business. As mentioned before, Bing is the default search on many mobile browsers now — due to that fact alone it is going to grow fast. Your business needs to be where the action is and today the action is with local search.

You can then make your profile super attractive by including photos, logos, and keyword-rich content. In the Bing Business Portal you can create a complete listing, ensuring to use keywords that will attract your target audience, and also offer deals to help you get more clients and/or customers.

Friday, May 17, 2013

Using Visuals in a Way You May Not Have Considered (On Pinterest)

I've blogged before about "Using Pinterest In Your Career Services Business" and "Best Practices in Content Curation" and today I want to combine both of those topics and talk about using visuals in your content curation on Pinterest.

Check out my Pinterest profile

One of the best ways to establish your expertise as a resume writer is by sharing content with your prospects and clients. When others realize your level of expertise, they will be more likely to recommend you to others, as well as patronize your resume writing services.

Using Visuals on Pinterest to Promote Your Resume Writing Business
They say that "seeing is believing." When marketing your resume writing business online, seeing is a big part of believing that your services can help your customers in their job search. To that end, using visuals on Pinterest can assist you.

You might be thinking that Pinterest is very focused on visuals. You're right. But Pinterest is not all about food and craft ideas. Here are some "visuals" for Pinterest you may not have considered:

  • Tutorial videos. These "how to" videos show people ways to use technology in their job search (i.e., you may create a tutorial of a specific LinkedIn feature -- like customizing your profile URL) or talk about a specific job search technique (such as salary negotiation tips).
  • Service demonstrations. This can be done in video form as well, but you can also do a slide show presentation board that shows prospective resume clients the evolution of a resume (explaining the importance of the different sections usually found on the resume, and how to build in accomplishments and visual interest). Another type of video would be an animated slide show. 
  • Mix your media. Create pinboards that feature a mix of videos, slide shows, and grouped product images, all for a common theme. This gives readers several things to see on your board that can pique their interest.

Tips on Visuals

  • Make them colorful ñ When images "pop," they are easy to see. Use a variety of colors. 
  •  If you can't find an image, create one! You can create your own charts and visuals and then take a photo of them. Use clear writing and colorful pictures that are easy to see. 
  • Make them informative! People want something pretty to look at, but they are mostly looking for information. Be sure that your visuals give lots of that. Don't forget to make great use of descriptions on Pinterest.

Visuals offer another type of media to help market your resume writing business online, so make the most of them on Pinterest!

Tuesday, April 23, 2013

I Published My First Ebook...Now What??

Yesterday, I received an email from Kristin Johnson of Profession Direction announcing the publication of her first ebook, "Target Your Resume to Win Over Applicant Tracking Systems."

She gifted me with a copy of the ebook in appreciation for my support and encouragement of her efforts to get her first ebook published.
Although getting an ebook published seems like it is the "hardest" part of the process, the real work begins once you have the product ready to sell. Now you have to get people to buy it!

I sent Kristin this five-step outline for increasing sales of her first ebook, and wanted to share these tips with you too.

Step 1: Solicit customer reviews to add to your sales page! Select 10-12 people and ask them if they'd be willing to check out your new ebook and write a review! These testimonials (especially excerpts) can really boost sales once people get to your page.

Step 2: Send out a news release -- not targeted to selling the book itself, but highlighting your expertise in understanding the ATS in the job search (from your position as an AUTHOR!) This may lead to interview requests from radio/tv/print, which will lead people to search for (and buy!) your book ... but also get you visibility and credibility with potential new clients!

Step 3: Let your current and past clients know about the book! (If you have an email list of your customers, this is easy to do. If you don't, it's time to start putting one together!) Get the word out to your "influencers" too -- folks who have referred to you in the past. (If they're someone who regularly sends business your way, gift them a complimentary copy of the ebook in appreciation for their referrals.)

Step 4: Spread the word on social media. This should include tweets, Facebook posts (both on your business page and personal page), adding the book to "Publications" in your LinkedIn profile (and writing a status update about it, with a link to the sales page).

Step 5: Repurpose the content! Offer a guest blog post and/or post an article on a major article directory site with a 200- to 500-word article on the topic (can be a direct excerpt or have your weblady take a section and write an article on it). In your resource box, link to your book sales page. (And then follow Step 4 to spread the word about the article.)

And, once you've completed those five steps, here is another blog post with even MORE ideas to increase sales of your ebook:

And here are some additional resources to help you get your first ebook published:
• Special Report: Making Money Writing Ebooks

Thursday, December 6, 2012

Ideas to Increase Sales of Your Ebook

One of the key principles of the "Turn Your Content Into Cash" teleseminar I'm doing next week for Bronze members of is selling information products -- including ebooks.

Here are some ideas to market your ebook:

1. Get your book reviewed by review clubs. Each book store (E.g. Kindle store, Nook store, iBookstore,) has an active community of people who’re happy to review books for one another. 

2. Get bloggers to review your book. Pay them to review the book if necessary. (Note: This isn’t a bribe, as you’re only paying for the review, regardless of what the review actually says. However, they should disclose the fact that they’ve received a free copy of the book.)

3. Get on the radio. You can build your own media list, or buy an ad in the Radio Television Interview Report (RTIR) to promote yourself as an expert.

4. Contact career-related podcasts and offer to be interviewed. Send them a free copy of your ebook first so they can make sure they like what you have to say. You may be asked for a sample of you on audio so they know you sound good when recorded. Look at for some ideas.

5. Do a search for similar books. Look at who’s promoting them and contact those websites. Offer a generous affiliate payout if you’re selling on Clickbank, or try to find some other “in” with them.

6. Tap into a pre-existing community. For instance, if you’re selling an ebook for CIOs, get involved with online CIO associations and forums. Build a reputation for yourself, then promote your book.

7. Try to push your eBook to the top of your category, if you’re on an eReader platform. Have all your readers buy your book on one day and give them a bonus if they do so. This can send your book skyrocketing into the top charts, which gets you even more visibility.

8. Start your book cheap. Start your book at $0.99 cents, even if you eventually plan on selling it for $4.99. Starting it off cheap lets you get a bunch of reviews and initial traction right off the bat.

9. Buy ads on reader-oriented websites like Goodreads. This gets you in front of people active book lovers who’re already in the habit of buying books all the time.

10. Guest post on other blogs in the careers industry. Contact bloggers you know and ask if you can write a free article for them. If you don’t know many bloggers, write a brief line about yourself and what makes you credible and offer to do a free content piece for them. (For more posts about guest blogging, check out this page.)

11. Create a compelling affiliate program for your book. Be unusually generous. For example, offer a 100% payout for the first 3 books, or offer a $50 bonus to anyone who sells ten books. This can attract a lot of new affiliate talent towards your book.

12. Comb your LinkedIn and Facebook network. Look for people you know that have audiences, host events, or have a large online presence. See if they’d be willing to promote your book. Make sure to phrase it as a win for them as well by offering to help them in some way.

13. Send your first chapter to BookDaily ( This site gives avid readers one free chapter every day, on books topics they’re interested in. If you wrote a business book for instance, your first chapter can be sent out to everyone who’s interested in business.

14. Lookup conventions and conferences in your industry. Go to all of them. Meet other influencers in your niche and see if you can work together to promote one another. Who knows? You might also sell a few book copies.

15. Head to Twitter and search for questions that someone who needs your book might ask. For example, if you have a book about improving cover letters, you might type in “need a cover letter” or “do I need a cover letter” and so on in Twitter. Find people who recently asked relevant questions and shoot them a message.
16. Keep publishing! Publish lead-in books. If your main book is a $6.99 book, consider publishing a slew of $0.99 or free books just to get more traction and to build more of a brand. All of those sales will feed into the sales of your larger book.

17. If you’re publishing the book on Clickbank, try driving some traffic from Google AdWords and from other sources, like ads on Facebook. Paid traffic can convert extremely well. This works much better for Clickbank than Kindle, because Clickbank books tend to sell for a lot more money.

18. As a long term strategy, create a blog. Post high quality content to that blog every week. Get ranked in the search engines and build a loyal following. This is a great way to sell books on a recurring basis, as well as a great way to launch new books.

19. Create a competition. The competition should be related to content within your book. Prizes can include free consultations with you, two copies of your book (one for the winner and one for them to give to a friend), your help on their next project, a personalized plan for their project, etc.

20. Use Google Alerts to keep tabs on your topic. If someone writes a new blog post about something related to your book, be one of the very first people to respond to the post. Link to your Kindle book from your “name” and “website” field.

Thursday, November 29, 2012

More Things to Send To Clients

Yesterday, I shared 25 things you can send to clients in your email marketing. Here are 25 MORE ideas for you!

26. Answer the most frequently asked questions you get. This is a great email to add to an autoresponder sequence.

27. Announce a beta test. For example, say you’re promoting a new membership program. You can launch a “beta” version at a discount for a few weeks before launching the full priced version.

28. Tell your client's success stories. For example, “How This Woman Got Two Job Offers From Her LinkedIn Profile"

29. Critique a method you disagree with — or take a contrarian view. For example, “Why you shouldn't use informational interviewing as a job search strategy."

30. Ask your readers a question. Start a two-way dialogue to really build your connection with your community.

31. Offer a series of tips on a topic. For example, "10 Ways to Tweet Your Way To Your Next Job"

32. Give them a free MP3 download. This works a lot better than reading information for a lot of people.

33. Put the time constraint in the headline. For example “A Seat for You – Only Until Tomorrow.”

34. Go against something you said a while ago. For example, if you’ve been against using Facebook in the job search and came across new research that changed your mind, write a detailed post to your list.

35. Have a question panel. Post the same question to a panel of experts and email out their answers.

36. Poll your audience for their tips. Share the best ones with your list.

37. Teach them something that depends on them having your product. For example, teach people advanced strategies for LinkedIn (after they've purchased your introductory LinkedIn training program).

38. Do a motivational email. Instead of how-to content, have an email just dedicated to getting people fired up and motivated.

39. Let people pre-order an upcoming product at a discount. (For example, your new information product — like an ebook.)

40. Send an affiliate promotion for a product you genuinely believe in. Make sure you tell your personal story about why you like the product before promoting it.

41. Make something seem easy. For example, “How to Find a New Job in 15 Minutes a Day.”

42. Do something outside the ordinary. For example, write about a tangential industry. As a resume writer, you might write about working with a therapist when you get stuck in your career.

43. Give a personal share. Tell a story that’s mostly designed to let your readers get to know you more.

44. Apologize. If you think you’ve been making a mistake in your company, come clean and apologize. For example, if you’ve been over-promoting LinkedIn as a job search strategy, admit your mistake and tell people how you plan to change going forward.

45. Make a comparison. For example, how your method for job search is like how Michael Jackson trains for basketball.

46. Appeal to someone’s sense of security. Explain how an updated resume can help them live a more secure life.

47. Write an email designed to generate social proof. Talk about your clients’ past results — include testimonials and stories from current/past resume clients.

48. Pick up a copy of Joe Sugarman’s “Triggers” and find an emotional trigger you can use. Write an email designed specifically to hit that trigger. 

49.  Every once in a while, send a simple sales message. Just a few benefit statements and a link to buy a product. This is a perfect strategy for your membership site or information product (ebook, special report, teleseminar recording/transcript).

50. Every once in a while, do a massive sale or re-launch of an old product. This can help you milk a lot more money out of things you’ve done in the past. (Again, a great strategy if you sell information products as part of your resume writing business.)

Wednesday, November 28, 2012

50 Things to Send Clients

As you know, I'm a HUGE proponent of having a mailing list. However, a lot of resume writers wonder, "What should I send my clients?"

If you’ve ever struggled with coming up with ideas on what to send your email list, struggle no longer. Here are some ideas you can use just about any time…any place. Keep this list handy to plan your email marketing or grab it whenever you need a quick idea.

1. X tips to do something. For example, “15 Tips for A Better LinkedIn Profile.”

2. Warnings. For example, “Warning: The Most Common Job Search Mistakes to Avoid.”

3. Put a discount in the subject line. For example, “$20 Off Between Now and 7 p.m!”

4. Share a new theory. Ask people to give feedback and share their experiences.

5. Tell a story. Did one of your jobseeking clients fail or succeed? What did they learn? Try to make the story emotional, which is far more engaging.

6. Breaking news. If you know news is coming, try to be there for it. For example, if you see that new unemployment data is coming out, write about it immediately.

7. Something simple they can do right away. For example, an easy 10 minute update to their LinkedIn profile they can perform immediately.

8. A video. Give people high quality video content. Use a video metrics tool like Wistia to measure your dropoff rates and see what kinds of video content people like.

9. Share a victory. For example, “How Jane Jobseeker Got a New Job That Pays $9,839 More a Year.”

10. Do a time-limited sale. Give a reason for it. For example, do a 48-hour Christmas sale. (The week between Christmas and New Year's is often a slow one for resume writers!)

11. Challenge your audience. “I Challenge You to Make 25 New LinkedIn Connections by This Time Next Month.”

12. Give them something they can copy. For example, “My exact formula for getting an interview from every resume you send."

13. Address a common question or objection. For example, “How to Prepare for a Job Interview"

14. Give away a coupon. People love getting discounts.

15. Hint at future products. If you're thinking about adding information products to your resume writing business — ebooks, membership site, webinars — tease it! Building anticipation makes great content, as well as boosts your sales for when you do your launch.

16. Explain a problem. For example, “The 5 Reasons 90% of Jobseekers Fail to Find a Job in 30 Days.”

17. Rant. Just say what’s on your mind. This often turns out better than you think.

18. Promote your Facebook page or Twitter. Use email to build your social media audience.

19. Give a step-by-step guide. Walk people through how to do something complicated — like prepare their resume for use with an Applicant Tracking System.

20. Give proof for something. For example, film yourself doing something your target client wants to learn how to do — for example, changing your LinkedIn profile headline. This builds your credibility.

21. Interview an expert. Send it out to your list for free.

22. Ask other people to guest write for you. Make sure it’s super high quality before sending it out to your list.

23. Talk about someone you respect. For example, you could write a review of a new job search book. (Be sure to include an Amazon affiliate link!)

24. An opportunity to work with you. Give people the opportunity to get coaching or direct contact with you somehow.

25. Do a Q&A mailbag. Answer questions you get in the mail via your newsletter. Use your questions as content.

More Things to Send To Clients

Monday, November 26, 2012

Five Tips for Creating a Client-Attracting Website

Because so many resume writers get clients from their website, building traffic to your website — and being able to keep visitors on the site (and have them come back often) — can be vital to the success of your resume business.

What's clear is this: The longer someone spends on your website, the higher your chance of converting them from a visitor to a client.

Here are five easy ways to make your website more "sticky" — remember, sticky sites are client-attracting sites!

1. Stand Out
As a resume writer, sometimes it's hard to stand out from the crowd — but with hundreds of resume business websites to choose from, you have to be different. Nobody will visit a boring "me too" site — it's that simple.

To stand out, you need to know your unique selling proposition (USP). What sets you apart from all the other websites talking about resumes and the job search?

You also need to have interesting content that gets your visitors talking. Give them a reason to talk about your site. Offer them ways to interact with you. (Include articles, videos, and podcasts on your site. Offer an invitation to a monthly webinar.) The more interested they are, the more likely they will become a client.

2. Emphasize the Benefits 
It's important to focus on what you can do for your visitors. People don't buy resumes — they buy a tool that will help them get an interview. They are buying your expertise.

Before you can emphasize the benefits, you first need to know who your ideal customer is. Who needs your information, product or service? What is their age, gender, average income, interests, location, etc.? Knowing this will help you write specifically to them and will help you know which benefits to emphasize on your resume website.

© Fotolia
3. Stay Focused
The quickest way to lose visitor interest is to confuse and overwhelm them.

Your website should have a clear focus and stay centered on that focus. In addition, if you want visitors to do something, tell them what to do! Giving them too many options and no direct instruction can quickly cause confusion. You need a call to action (CTA) on every page — that can be your phone number, an email address (or email form), or a signup form to receive a gift (like a free resume analysis, or special report on a job search-related topic).

4. Work Your Email List 
If you don't have an email list, start one! With all of the low-cost options available these days, there is no reason you should be without a way to contact those who are interested in what you have to offer. (The idea of the signup form to receive a resume critique or special report or ebook is the best way to build your list.)

Studies show that it takes contacting the average customer five to seven times before they will buy from you. This time is spent getting to know you and building their trust in what you offer.

If you don't have them on a mailing list and they forget to return to your website, you lose out on a huge amount of business. They'll just pick another resume writer!

5. Update Regularly
Part of what keeps visitors coming back is updating your site regularly. This is especially important if you have a blog. A stagnant site will cause visitors to quickly lose interest and never return. In addition, search engines love fresh content. Making the search engines happy means more traffic for you.

Making your site sticky can boost sales exponentially and it isn't hard to do. With a little thought and time, you will have your visitors begging for more... and you'll land more resume clients as a result too!

Thursday, July 26, 2012

Heat Up Your Summer Marketing

I live in Omaha, Nebraska, in the middle of the U.S. However, for the past few weeks, I feel like we've been living in an oven. Temperatures routinely are in the upper 90s, and got up to 106 last Sunday! (The photo is a screenshot from my iPhone on Sunday morning -- it was already 91 degrees at 11 a.m.!) We finally got our first rainfall last night in about a month. Nebraska is officially classified in a "drought." (I can attest to this -- my yard is yellow and brown.) Yikes!

When the temperature is like this, it can feel like there is no end in sight -- but the fact is, cooler weather will eventually be coming our way. It may be the same with your resume writing business. You may have lots of clients at the moment, with no end in sight ... but if you don't continue to market your business, eventually, you'll face a "drought" in your resume writing business too.

If you're currently in a "drought" in your resume writing business -- or if you want to prevent one down the road -- there are some things you can do to attract new clients. In a resume writing business, it takes a constant infusion of new clients to keep your business growing.

Ways to Find New Clients

Here are some tips to help you begin to make a change right now, today, that will benefit your resume writing business.

  • Take a fresh look at your marketing plan. At least once a year, you should revisit your marketing plan. What are you doing now? How can you revamp those marketing tools and employ some new ones? (For example, for 2012, I cut out all paid Yellow Pages advertising, but have budgeted to spend on Facebook and LinkedIn ads.)
  • Become a social networker. Twitter and Facebook are valuable tools for resume writers who want to take their business to the next level. If you don't have an account with either or both, now is the perfect time to get started. If business is slow for you at the moment, social media doesn't require much money -- instead, you can invest your time in building your online profile.
  • Advertise your business on your personal Facebook page. Do your friends know what you do for a living? Post links to new content on your website and other promotional links that friends and family can view and share. Just yesterday, I got a call from a new client who was referred to me by one of my best friends. This happens to me at least once a month, because I post careers-oriented content on my personal Facebook page. Also, create a fan page for your resume writing business. Encourage current clients to sign up and tune in for special information or offers that they won't find anywhere else. I use a tool called "Hootlet" from Hootsuite to share articles on social media. It allows me to schedule Facebook updates or tweets automatically so that I can find 3-4 articles to share while I'm surfing, but Hootlet will spread them out so they don't get shared all at once.
  • Market yourself offline too. Even if your resume writing business is 100% virtual (operating online), that doesn't mean that your local market won't also benefit. Some offline tools include posting flyers, public speaking, appearing in local media (TV, radio, newspaper) and using promotional items (like free pens).
  • Video marketing. People love to watch informative videos online. You can take what you know and turn it into a visual presentation that immediately gives new clients a picture of who you are and what you do.
  • Create a press release. I mentioned getting local media coverage. The easiest way to do this is through a press release. (Bronze members of can find sample news releases and pitch ideas on the "Public Relations Resources" page in the Paid Member Resources section.) You should also check out the "Feed the Media: How to Get Publicity for Your Resume Writing Business" teleseminar recording and transcript for more information and ideas.

Remember -- your marketing efforts are cumulative. Sometimes a single drop can turn into a torrential rainstorm. Whether you're "hot" now and anticipating a cool-down later  -- or if you're in a drought now and need it to "rain" clients, try these ideas.

Monday, April 9, 2012

Content Marketing: Striking the Right Balance Between Selling and Connection

As I prepare for the "Using Content to Capture New Career Clients" teleseminar on Monday (90 people are currently registered!), one of the points I want to emphasize is the use of content for list-building -- and the importance of not just selling, but giving something of value to the people who connect with you.

Email marketing often involves a tightrope walk between selling and connection. If you sell too much, you'll lose your customer's interest and burn out your list. Focus too much on connection and not on selling and you won't generate enough revenue.

What's the right balance?

Between 10% and 20% Selling

Generally the right amount is somewhere between 10% and 20% selling, with between 80% to 90% of your content being focused on quality, solving the customer's problems and making a connection.

That means, for every five emails you send, four should focus on great content. As they start to get emails from you, they'll know that emails from you will be of a high quality.

Having 80%+ of your content be connection-based also does one other thing: it essentially buys you the right to sell to them.

When someone gets immense value from the emails you're sending, they won't feel resentful when they read a sales message. In fact, they'll read your sales messages with an open mind, knowing that there's a good chance they might get value from the product you're offering.

If you oversell, people will resent being sold to. If you consistently provide high quality content, people will look forward to your next product and eagerly read your sales message.

The 5-to-1 Email or the "At the Bottom" Style

There are primarily two different ways you can split your selling and connection content.

The first method is to send only emails that have connection and problem-solving content, then every once in a while send a 100% sales message. (That's the method I'm talking about above.)

If you use this method, make sure that your sales messages also provide value. Even if you regularly send out quality content, you still can't just send out a spammy ad. Instead, you have to provide value even as you're selling them.

By sending only one sales message every 5 or 6 emails, you keep up with the 10% to 20% rule.

The other method is to sell in each email you send, by putting an advertisement or one or two promotional sentences at the bottom of every email.

This method works very well, because instead of trying to get a home run of sales in one email, you're getting a steady flow of sales with every email that you send.

Try to tie in your sales message with the email itself. For example, if your email talked about all the most common obstacles jobseekers run into when looking for new positions, then pitch your product or service at the end. This could be an ebook you're selling (maybe one based on Pass-Along Materials), a free resume critique, a resume update, or interview coaching.

Walking the fine line between over- and underselling in email marketing can be a little tough. As a rule of thumb, sell between 10% and 20% of the time to maximize customer connection while still pulling in strong revenues. For more on content marketing and its role in getting you new business, be sure to sign up for the free "Using Content to Capture New Career Clients" teleseminar this week.

Wednesday, January 25, 2012

Effective Website Design to Attract Resume Clients

In yesterday's blog post about "New Year, New Marketing Ideas," I talked a little bit about the role of your website in attracting new clients ... but I thought it merited its own blog post.

One of the most important elements of your online business is your website. Itís as important to you as a storefront is to a brick and mortar business. Your website represents who you are and what you have to offer.

Your Website Is Your Prospect's First Impression

You know what they say about first impressions, right? Actually, a lot is said about first impressions. Two of the cliches are:

  • You never get a second chance to make a first impression, and
  • Your first impression matters most

Essentially, they say the same thing. Your prospect's first impression matters. You want people to come to your website and:

  • Feel welcome -- like they want to stay and have a look around
  • Feel comfortable moving around on your site
  • Feel confident in you -- your knowledge, skills, and products or services
  • Feel like buying (or at least signing up for your free special report!)

And you want them to feel like coming back!

The Key Elements to Effective Website Design

Many people still think that effective website design has to be complicated. They use fancy flash graphics and make their visitors jump through hoops just to get to the core information. Effective website design is actually quite simple. One of my favorite career websites is Blue Sky Resumes.

Louise Fletcher has done a nice job of creating an inviting website. Let's look at some of the keys to effective website design.

  • Navigation. Navigation is essentially how your visitor moves through your website. If they have to search for pages, they're likely to leave. If information, is difficult to find, they'll leave. Conversely, if your website navigation is simple and straightforward, you'll provide an excellent visitor experience. This means more sales, traffic and conversions = more profits. (The best way to create effective navigation is to think through what you want your prospective clients to know, and in what order, and then design your site accordingly.)
  • Branding. Your website design actually helps form a brand image in your visitor's mind. Every aspect of your website helps establish who you are and what you're about. At a very basic level, color plays an important role. For example, if you focus on careers in the sustainable industry, then chances are you're going to use greens on your site to represent nature. If you work with accounting or IT clients, then you will probably use blues. Colors are associated with professions, niches, and industries.
  • Sales. Ultimately your website design needs to support your goals. Your goal with a resume website is to get clients to take action to start working with you -- either calling or emailing you. If elements of your design distract from your goal, sales can suffer. (It's fine to offer job search resources, for example, but if you're SELLING resume services, your emphasis should be on that, not on how many articles and links to free service sites that you can compile.)

Before you create your website or have someone create it for you, make sure you have a clear idea of who you are, what your website goal is, and how you want your resume writing business to be perceived by your visitors. Then make visiting your website as simple and enjoyable as possible. That's good website design. Keep your goals and your customers' experience at the forefront and you can't go wrong.

Tuesday, January 24, 2012

New Year, New Marketing Ideas

January is traditionally the busiest month for resume writers, according to the Resume Writers' Digest Annual Industry Survey. So if your phone hasn't been ringing (or your emailbox "binging"), here are some ideas to help you attract new clients right now.

  • Re-evaluate your marketing plan. Wait. You do have a marketing plan, right? A written document that outlines your vision for your resume writing business, your goals and objectives, who your ideal target customer is, and the "5 Ps" (what Products/services you'll offer; your Pricing strategy; your Place/distribution plans -- i.e., whether you'll work with clients in person or virtually, or both; how you plan to Promote your business, and People involved -- you, and/or subcontractors or virtual assistants who will serve your clients). You'll also want to outline the marketing tactics you plan to use (including your marketing budget) and a schedule for implementing the tactics.

Every few years it is necessary to take a look at your marketing plan with new eyes. If you're not as busy as you'd like to be, you should evaluate your marketing plan every few months. What are you doing now? What's working? What's not? How can you revamp your existing marketing tools (articles, blogging, public speaking) and employ some new ones (social media, teleseminars/webinars)?

  • Become a social networker. Speaking of social media, Twitter and Facebook are becoming valuable tools for a lot of resume writers, who have used the social media sites to position themselves as expert resources for clients, recruiters, and the media.
  • Advertise your business on your personal Facebook page. I came across a resume writer last week who just made the announcement that she was no longer going to post any business-related posts on her personal page. Huge mistake! Facebook has just changed their algorithm again, and it's resulting in less visibility for Business Pages. The new "Subscribe" feature also makes it easy for "non-friends" to follow what you're up to -- and posting business content on your personal profile is what they're usually looking for! Post links to new content on your website and other promotional links that friends and family can view and share. But don't neglect your fan page for your resume writing business. It's still a valuable tool. Encourage current clients to sign up and tune in for special information or offers that they won't find anywhere else.
  • Don't neglect offline tools. For many resume writers, a significant portion of your business is still local. Just because more and more clients are finding you online doesn't mean that you should neglect offline tools, like direct marketing, flyersm and promotional items.
  • Video marketing. People love to watch informative videos online. You can take what you know and turn it into a visual presentation that immediately gives new clients a picture of who you are and what you do. I am loving doing "Desktop Demos" -- on my Mac, I just use QuickTime and a USB headset/microphone to do a quick video. It saves as a .MOV file, and I upload it to YouTube so anyone can view it. Easy!! Check out this video I did last week on how to use's Pass-Along Materials.

If you have an iPhone, it's also easy to record and upload a video to Facebook. Possible topics: share job search tips, give an update on the job market in your local area (who is hiring; who is not!), walk people through a before-and-after version of a fictionalized client's resume....
  • Create a press release. Are you about to offer a new service or product? (LinkedIn profile development, your new career membership site, salary negotiation coaching), Create a press release that will attract new clients to your business. Use a press release service and be sure that your content is SEO optimized. (Want more ideas on how to use the media to attract new clients? Check out the recording of my teleseminar on "Feed the Media" in the Free Level Resources section of Not a member of Click on the "Become a Member" tab and apply for your free membership)
  • Take a fresh look at your website. Are you making it easy for prospective clients to understand how they should work with you? You need two things on your website: A clear "call to action" that tells clients exactly what you want them to do to start working with you (call? send their existing resume?) AND you need a way to capture information about folks who visit your site but aren't ready to start working with you yet. (A free report delivered via autoresponder usually fits the bill.)

These are just a few ways you can attract new clients for your resume writing business.

Thursday, October 13, 2011

"Where's the Beef?"

I noticed Wendy's is running a new campaign based on the classic "Where's the Beef?" ads from 1984.

The new campaign (to introduce Dave's Hot & Juicy Cheeseburgers), is "Here's the Beef."

And that reminded me that, as careers industry professionals, we need to give prospective clients "the beef" -- so they will choose us.

How to Answer "What's in It for Me" in 15 Seconds or Less
The most important question to answer in any kind of marketing has always been: "What's in it for me?" In other words, "Where's the beef?"

If your marketing and your content don't answer this question in 15 seconds or less, chances are you're going to lose your prospective client. If you really hammer the answer home in the first 15 seconds, chances are they'll read the entire article.

Before You Write Anything
Before you write any kind of content, take a look at the design of your website. In particular, look at your header.

Does your overall website convey a benefit to the reader? For example, if your header says "Bob's Website," chances are readers aren't going to get a sense of what they could get from your site.

On the other hand, if your header said, "Resume Writing Services from a Former Hiring Manager" -- people are much more likely to perk up. If that's coupled with good design that builds credibility, you have a strong chance of getting the reader to pay attention. (Good design = Good beef!)

Writing Your Headline
In direct response marketing, the headline is often considered the most important component of any marketing piece. (The same is true for great resumes, you know!)

That's because it's the first thing that people read. It's your first and sometimes only chance to capture the reader's attention. People who read your headline should instantly be able to tell exactly what your content is about. It should hammer home the benefit and get them excited to learn more. (Good headlines = Good beef!)

Using Graphics
Most people's eyes will gravitate to any graphics on the page before they even read any text.
Have you tried Wendy's new burgers yet?

Hungry yet?

Using graphics to convey a benefit can be an incredibly powerful tactic. For example, our goal is to get clients interviews! If you have a picture of a client, dressed in interview attire, with the caption, "Thanks, (your name)! I got the interview...and the job!" -- that can convey the "what's in it for me" answer much more powerfully than a written testimonial in just words ever could.

Make sure you also take advantage of the space right beneath an image. Research has shown that captions underneath images are some of the most read parts of any website. (Good graphics = Good beef!)

Using the Opening Paragraph Wisely
Finally, spend a lot of time on your opening paragraph. If your opening paragraph doesn't quickly convey the benefits of reading your content, you're probably going to lose your reader. Even if you're writing a five-page, 5,000 word article, your time would be well spent if you focused 20 percent of your time on developing your first paragraph.

The first paragraph should start out with a strong "hook" sentence. Then the next 3-4 sentences should explain exactly what they'll get from reading the rest of your article.

If you combine all these techniques, you'll be able to convey to your readers exactly what they'll get from reading your content in 15 seconds or less. This will increase your readership, bring back more returning visitors, and ultimately bring you more sales. (Good structure = Good beef!)

Combine all these elements -- good design, good headlines, good graphics, and good structure, and your prospective clients will easily be able to see "Here's the beef!"

(Can you tell I had a hamburger for lunch today -- and dinner last night? Five Guys little bacon burger last night and a Culver's Butterburger today. Yum!)