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.

Best of Today: 9/13/10

Here's my finds -- from this weekend and today:

Alison Doyle – Job Postings Reach Record Levels

MediaBistro Article: So What Do You Do, Seth Godin, Author and Marketing Guru?

- I didn't know Seth had sworn off traditional publishing. Interesting.

Kathy Hansen – Quintessential Resumes & Cover Letters – “Only About Half of Resumes List Core Competencies” 

Doug McIsaac -- Ways to Get Traffic to Your Website

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BONUS, courtesy of DavidGraziano: Online alarm clock (set it to remind you of appointments & phone consultations!):

QUOTE OF THE DAY:

@MikeRamer: “Whatever you are, be a good one.” Abraham Lincoln

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!"

Best of Today: 9/10/10

Jim Connolly – Jim’s Marketing Blog via Julie Walraven – “Two Ways to Grow Your Blog: Independent or Associated”

- I’ve never see this articulated anywhere else, although I’ve seen associated blogs before.

Great Roundup of Twitter-related job search resources, assembled by Deb Dib and maintained by Job-Hunt.org.

Kevin Donlin Article on “Three Guerrilla Job Search Tactics”

-Love tactic #2 – I’m going to use this with my clients

Thanks to Billie Sucher for a reminder about an “oldie but a goodie” – The Riley Guide job search resource: 

Quote of the Day:

@Dave_Carpenter: Don’t die with your book still in you.