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 http://www.bing.com/businessportal 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.

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!

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!

RESOURCE: Feed The Media: How to Get Free Publicity For Your Resume Business

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:
http://rwdigest.blogspot.com/2012/12/ideas-to-increase-sales-of-your-ebook.html

And here are some additional resources to help you get your first ebook published:

• Shortcut to publishing your first ebook

• Special Report: Making Money Writing Ebooks

• Special Report: Sell Your First Information Product in 72 Hours

• Teleseminar: Using Content to Capture New Career Clients

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 BeAResumeWriter.com 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 PodcastDirectory.com 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 (http://www.bookdaily.com/). 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.

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.)

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

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!

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 BeAResumeWriter.com 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.

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.

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.

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 BeAResumeWriter.com'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 BeAResumeWriter.com. Not a member of BeAResumeWriter.com? 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.

"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!)

Handwritten Notes Can Help Your Clients Build Their Networks

Marketing expert David Frey shared the following story of how George Bush Sr. become president -- winning the ultimate job.

It's said that every person that George met, he kept in touch with.

It didn't matter whether it was interns, politicians, business people, or clergy, he and Barbara Bush would make sure they stay in touch.

The way he did that was with simple greeting cards and personal notes.

(This isn't a political story -- it's a networking story. Read on.)
______________________________

Handwritten Notes are King!
______________________________

Here's quotes and excerpts from six different, well-known professional business experts about the power of handwritten notes.
_________

1. “Short handwritten cards yield long results. In sales, never underestimate the importance of the personal gesture, and right at the top of the list of effective personal gestures sits the handwritten card.

Always send memorable cards and personal notes when you are reminded of a person.”

HARVEY MACKAY, Author of "Swim with the Sharks Without Getting Eaten"

__________

2. "Because I understood that building relationships is what selling is all about, I began early in my career to send thank you cards to people. I set a goal to send 10 thank you cards every day.

Guess what happened? By the end of my third year in sales, my business was 100% referrals!”

TOM HOPKINS, Auhor of "How to Master the Art of Selling"

___________

3. "Sending cards is one of the most powerful tools in building a huge network, both professionally and socially.

People with the most impressive networks are typically avid card writers.

It's one of the best techniques for long-term winning without intimidation. I suggest getting into the habit of immediately sending out cards."

BOB BURG, Author of "Endless Referrals"

_____________

4. "Write customers personal, handwritten cards frequently. If you run into an old customer anywhere, follow up with a handwritten card.

In this electronic communication age of email, the handwritten card with a postage
stamp gets more immediate attention than ever.”

DANIELLE KENNEDY, Author of Seven Figure Selling

_____________

5. Welch sent handwritten notes to anyone in the company who he felt deserved personal communication, whether to motivate, correct, or congratulate, from top management to laborers.

Much has been said in business books and magazine articles about Jack Welch's habit of sending handwritten notes to his GE subordinates.

Matt Lauer of the Today Show said, "Jack is a master of the hand-written note.

JACK WELCH, Former CEO of General Electric

_____________

6. Joe Girard, the world’s greatest salesman -- listed in the Guinness Book of World Records -- sent over 16,000 handwritten greeting cards to past customers and clients every month.

As a result of that effort, Joe became the #1 car salesperson in the entire world for 12 years straight. Nearly every one of his sales came from referrals.

JOE GIRARD, Author of "How to Sell Anything To Anyone"

_______________

7. "I cannot overemphasize the value of the handwritten thank you note. I believe it’s more important than ever, because so few people do it anymore."

SHELLEY KAEHR, Ph.D. Author of Sales 101: Simple Solutions for Sales Success

__________________________

Are You Convinced Yet??
_________________________

If you're not sending out handwritten notes, then you're really missing the boat.

I personally write between 2-6 handwritten notes a day to people.

That one small practice has changed my life and the lives of many others.

Writing notes endears you to people and sets you apart as someone who truly cares about others.

With all the competition out there in today's business world, the one thing that can set you apart is the small, kind, thoughtful things you do for people.

And writing notes is the fasest, easiest, and most effective way to reach out and touch people.

Now that you're convinced that you should be sending out handwritten notes and cards, David recommends this solution to help you keep in touch:http://www.ILovetoSendOutCards.com
David Frey is the CEO of MarketingBestPractices.com and the author of the Small Business Marketing Bible.

Marketing in a Down Market: Speak and Grow Rich

From the July/August 2008 issue of Resume Writers' Digest

This is the third installment in a series on Marketing Your Resume Writing Services in a Down Market. Here is the second blog post in the series.

"Speak and Grow Rich!" -- That's the title of a popular book by Dottie and Lilly Walters. But it's also a technique advocated by small business marketing expert Robert Middleton in his "Tips for Surviving a Business Slowdown" column in the July/August 2001 issue.

Middleton writes, "There are many, many organizations looking for speakers, but they won't give you a call if they don't know you exist. Put together a package outlining your talk and contact every business organization you can find. Send your materials and follow up."

What groups are a good fit for a resume writer looking for new business? Any professional organization, for one. Other possibilities are job search networking groups, school and church organizations, and even neighborhood associations.

The Walters outline three keys for success in speaking.

1. Target your market(s)
2. Pick topics that will help solve problems in this market(s)
3. Create title(s) for your topics that will grab the attention of your audience and buyers immediately

Remember, though, that the goal of your talk is to generate business for yourself. So don't give away the store! Many resume writers make the mistake of talking about resumes in free talks like these -- when they should be talking about jobs!

If the service you're selling is resume services (as opposed to career coaching or interview coaching), don't focus on how to create a resume as part of your talk. Instead, focus on the outcome of having a great resume -- generating interviews and getting the job! As part of your talk, you'll showcase some examples of great resumes for the target market you're working with, and even provide a few tips along the way.

But instead of talking about "Resumes for Accounting Careers," you could do a talk about "Networking to Your Next Job in Accounting," or "How to Make the Numbers Work: Salary Negotiation Strategies for Accounting Professions." Or even "Interview Tactics for Accountants: Get the Job and Get Paid What You're Worth!"

What materials do you need to market yourself as a speaker? It's pretty simple, actually. You can create a one-page handout that includes the following:

• The title of your presentation
• A brief description of the talk (2-3 sentences) and a list of the key "outcomes" attendees can expect
• A line or two about your key qualifications on this particular subject 9you will also want to create a standard "bio" with your full affiliations, work experience, and credentials, but you don't need to send that along with your initial materials)
• Your contact information
• Your photo (optional)
• Other groups you've spoken to and testimonials, if you have them

Next, you'll want to assemble your list of prospective groups. You can Google "Professional Associations and (Your City)" or find a Directory of Associations at your public library or at Marketing Source (You can purchase a 30-day subscription and get up to 200 records a day -- currently just $6.50 a day.)

Among those listed in my state are: Nebraska Association of Nurse Anesthetists, Nebraska Broadcasters Association, Nebraska Council of School Administrators, Nebraska Society of Independent Accountants, and the Nebraska Nurses Association.

Prepare a brief cover letter outlining your interest in speaking to their group (for free) on the topic you've developed and include your one-page flier.

Next topic: Expand Your Network

Marketing in a Down Market: Write! Publish! Perish! (Part II)

From the July/August 2008 issue of Resume Writers' Digest:

One of the most effective ways to land new business is to write about what you do. In 2001, the emphasis was on print newsletters. This is still an effective marketing tactic, but today's emphasis is online. Publishing a monthly e-newsletter is one thing, but weekly posts to your blog or contributing articles to websites and e-zines can be equally effective.

Writing articles can be used to keep in touch with clients and referral sources, to showcase your expertise, and even subtly promote your services to current and prospective clients.

In 2008, many people have adopted a "green theme" -- and it's applicable here too. You can also "recycle" what you've written, using the articles in your media kit, as handouts when you deliver workshops, and including them with other information you provide to prospective clients (either in person or online).

The key in writing articles is to inform, not sell. You want to establish a long-term relationship with current and potential clients. Your recipients will appreciate the information, and you'll be building credibility at the same time.

What should you write about?

You can provide career-related tips or strategies; introduce new services; provide professional advice (a "Q-and-A" format is particularly effective); and offer inspirational quotes.

Don't get too ambitious. In an article on client newsletters in the July/August 2001 issue of Resume Writers' Digest. Tracy Bumpus, CPRW, JCTC, of RezAMAZE.com, talked about the content of her monthly opt-in electronic newsletter targeted to high-tech professionals and engineers.

"I usually have one primary job search or career-related article that I write myself," she noted.

Her newsletter also features "Humor Byte" and "Nuggets from the Net," a compilation of relevant information culled from various tech sites.

You can also write for professional association newsletters or provide articles for their websites. Consider trading articles with professionals in other industries, such as accountants, attorneys, real estate agents, and even mental health therapists (especially those that provide career testing and coaching, if you don't).

Whether using a print or electronic format, keep your articles short, simple, informative, and helpful. If you're producing an online newsletter, remember that consistency in publishing is critical.

"Getting my name out there plays a significant role in referral rates, marketing standing, and branding," Bumpus adds. "If I only distributed it every six months, I'd be wasting my time."

Next in the series: "SPEAK AND GROW RICH!"

If you'd like to purchase this issue of the newsletter, the cost is $3. Order here.

Excerpt: Effectively Marketing Your Resume Writing Services in a Down Market

From the July/August 2008 issue of Resume Writers' Digest:

Resume writing is a truly recession-proof industry. In a good economy, job seekers look for "greener pastures," trading in old jobs for new. In a bad economy, worried job seekers update their resumes to prepare for layoffs.

How you market and price your services during a downtown or recession may different, however. Clients who would be willing to pay for "the works" (resume, cover letter, interview coaching), when times are good may be reluctant when times are tough. But in a competitive hiring environment, "pulling out all the stops" may just be what is required to set the jobseeker apart from the crowd.

However, instead of selling a complete package upfront, all at once, you may sell it in stages -- first the resume and cover letter, then the interview and job search coaching, and finally, salary negotiation coaching -- perhaps paid weekly or via installments on a credit card.

In a tough economy, the job search also takes longer, and your clients may need more reassurance along the way. Consider starting a monthly e-mail newsletter, geared towards helping clients with their job search as much as drumming up new business.

To provide guidance on time-tested strategies that work in a challenging economy, I turned to the Resume Writers' Digest archives -- to issues from 2001 and 2002, when resume writers faced similar economic struggles. I also incorporated in new tips, particularly in regard to online and electronic marketing techniques, since technology has changed quite a bit over the past 6-7 years.

First up is "WRITE! PUBLISH! PROFIT!"

Marketing Your Resume Writing Business

A steady stream of new clients ensures the success of your resume writing business. But how do you get new clients? How do you get your phone to ring?

There is no secret formula or magic bullet in marketing your business. The key to success is to select a few, simple, effective tactics and do them consistently.

One common mistake is to think that advertising and marketing are the same thing. They are not. Advertising will get you results, but it is not as effective as marketing your services.

In order to build your career services practice, you need to cultivate relationships -- with prospective clients, new clients, and referral sources (other resume writers, members of the media, career and life coaches, real estate agents, human resources professionals, etc.).

Tell people what you do -- over and over again. And get your message to the same people over and over again -- because consistency creates familiarity.

People do business with people they know, like, and trust.

And don't wait until things slow down before you market! It is better to be overbooked. You want to consistently cultivate a pipeline of prospective clients.

For more of this article, purchase the Spring 2009 issue of Resume Writers' Digest ($3).

Using Your Client List

If your appointment book isn't full, the first place to turn to is your existing client mailing list.

Here are some tips for how to use your client list to generate repeat business as well as stimulate new clients.

• Find New Customers Like Your Best Customers. Look at your mailing list and analyze our customers. Are you doing a lot of business with 35- to 45-year-old women who are looking for MORE out of their careers? Think about how you can reach these women and you'll tap a whole new group of prospects.

• Do More Of What You Do Best. Look at your last 50 projects -- what kind of work were you doing for these clients? You might find that there's an opportunity to target a niche of prospects. For example, if you did a handful of follow-up letters for these clients, you might decide to contact ALL of those past clients and offer them a special on follow-up letters.

• Get Feedback. "Out of sight" is out of mind in business too. Contact customers to ask how their job search is going. You can write a letter or send a survey. These types of contacts help keep you top of mind and bring customers back (and generate referrals!)

• Offer an Annual Check-up. Your dentist does it ... so does your car repair shop. Contact your customers at least once a year to offer a resume "tune-up" so that they're prepared if the perfect opportunity comes around ... or the unthinkable happens, and they lose their job unexpectedly.

• Reactivate Inactive Customers. If someone hasn't done business with you in a while, send the person a special offer. It reminds them of your business and may help spark a renewed business relationship -- or a referral.

5 Habits of Highly Effective Postcards

I love postcards. You've probably received one from me in the past year touting my special report, "Making Money as a Resume Subcontractor." Postcards have a number of advantages over other types of direct mail -- and they get attention!

The United States Postal Services' "Simple Formulas" series offers an excellent analysis of the advantages of postcards. Here's an excerpt:

1. They're simple.
A postcard has to get someone's attention while they're going through the mail. And a disorganized mass of information just isn't going to do it. Simple headlines work best. Don't write a book. Make believe that every word is costing you $1,000.

2. They're timely.
When asked what was the most effective mailer he ever created, a highly regarded copywriter pulled out a postcard. On that postcard, in big bold type it said, "Your warranty expires October 26." Do you have a timely message for your customers? Use it.

3. They're printed on both sides.
What are you supposed to do now that your warranty is expiring on October 26? The answer to that question is on the other side of the postcard.

Your postcard has two sides. Use them. But that doesn't mean fill every inch. You may want to use one side like a poster and the other for a few details. Or put an ad on one side and a personal message on the other. Just remember to keep it simple.

4. They're attractive.
In some ways, the design of a postcard has to work harder than the design of any other media. There are no envelopes to open or gimmicks to play with. Your postcard doesn't necessarily have to be a work of art, but it helps to make it attractive.

5. They're measurable.
A postcard can also be a coupon, a gift certificate, or a ticket to an event. Ask people to present the coupon to take advantage of an offer or promotion. Counting coupons helps you measure the effectiveness of your promotions. That way you can better understand what worked and what didn't.

Get more business-building tips at http://www.usps.com/directmail

You can order inexpensive, effective postcards using a service like VistaPrint:

50% Off All Postcards

Website Basics

Last week, I gave a presentation to about 30 small business owners on marketing their services. One of the hot topics was websites. I think websites are an important took for small businesses, but they are certainly not the "be-all, end-all" of marketing.

So it was with great interest today that I came across this website, ResumeAnswers.com, and it reminded me of some of the basics that resume writers should remember when developing their website.

These are:

• Make it easy for prospective customers to contact you. Maybe it's my browser, but I can't find a phone number or e-mail to contact the site owner/business owner -- despite several statements about "contact me for 'x'".
• Establish your credentials. I get the feeling that this individual works in a recruitment agency, or maybe in hiring in general. But I don't know who he or she is, or any of their credentials, because they're not spelled out anywhere on the site.

There are certainly more, but looking at this site, these were two very obvious "basics" you should remember. Make sure your phone number (at a minimum) is on every page of the site.