From the July/August 2008 issue of Resume Writers' Digest:
Fifth in a series of posts on Marketing Your Resume Writing Services in a Down Market.
The Yellow Pages are still a vital source of business for many resume writers, even as more ad budget are being spent online. If your business targets a local clientele, if you are a generalist, and if you work with a wide variety of candidates (from entry-level to executives), the Yellow Pages can be a valuable source of new business.
But while it can be important to have a presence in the Yellow Pages, few resume writers are buying the large ads they once did. Instead, they maximize their space by using the Yellow Pages to drive prospects to their websites.
Remember, however, that not all prospects will have computer access, so you can't omit essential details by driving them solely to your website. Others will want to make a decision based on the ads they see, and not use the Yellow Pages as a stepping-stone to looking online.
Don't forget a strong headline, a benefit ("interviews guaranteed"), your credentials, and a call to action (including a phone number as well as a website address).
As resume writer Jackie Connelly, CDF, advised in a May/June 2001 article, "Know your market!" In Long Island, NY, where she operates Prestige Resume Services, most of her potential clients are blue-collar workers. So keep the size of your ad in mind. "When they see a large ad," she notes, "they feel the service will be more expensive for them."
Your print advertising opportunities aren't limited to the Yellow Pages, however. You can use small space advertisements in free community newspapers, theatre programs, school newsletters, career-oriented newspapers, daily or weekly news publications, neighborhood association newsletters. church bulletins, city magazines, and university and campus newspapers.
Salome Randall Tripi outlined her approach in the same 2001 article on small space advertising. She advertised in her local church bulletin, reaching 400-500 prospects each week.
"For 52 weeks, we spent $435 and gained $3,925 in new business as a result," she notes.
The key to effective print advertising is tracking your response. If you're not achieving at least a 3:1 return on your investment, you'd be wise to use your ad dollars elsewhere.
Addendum to article: If you do work with a local client base, one great thing you can do is register your business on Google Places. Not only will it help your organic search results, but you can measure your traffic and offer time-limited coupons and special offers.
Last part of the series: Specialization and Pricing
Want the whole article? Buy the issue here.
Ideas, information, and resources for professional resume writers.
Friday, September 17, 2010
Thursday, September 16, 2010
Best of Today: 9/16/10
Julie Walraven Blog Post: "Where Did I Put That Resume?"
(via Dawn Bugni and Jacqui Barrett-Poindexter)
I think this will be part of all e-newsletter services in the near future
Why You Have a Facebook Page But No Friends
Why You Have a Facebook Page But No Friends
QUOTE OF THE DAY:
@GayleHoward: #Jobseekers. The first step in any job search is having a clear goal. If you can’t describe what you’re looking for, then you’re not ready.
I’d argue any resume writer who doesn’t have a clear client goal isn’t ready to write either.
Marketing in a Down Market: Expand Your Network
From the July/August 2008 issue of Resume Writers' Digest:
Fourth in a series on Marketing Your Resume Writing Services in a Down Market
Resume writers tell their clients to network, but don't always follow their own advice. Yet there are more opportunities for business-to-business networking than ever before.
Traditional methods include professional associations (especially if you specialize in a niche, making contacts with these associations as well as contacts in academic programs turning out new graduates, is vital), plus business leads groups, alumni groups, and Chambers of Commerce.
Your return on your investment here will depend on the time you are willing to commit. Participating in organizational activities, writing for their publication and website, and volunteering to chair committees (membership recruitment and event planning are two in particular), can pay dividends.
Another growing area is using online social networking sites to cultivate referrals and build your credibility. Having a profile on LinkedIn or Facebook is quickly becoming essential. If you currently don't have a profile, create one!
Next up: Small-Space Advertising.
Fourth in a series on Marketing Your Resume Writing Services in a Down Market
Resume writers tell their clients to network, but don't always follow their own advice. Yet there are more opportunities for business-to-business networking than ever before.
Traditional methods include professional associations (especially if you specialize in a niche, making contacts with these associations as well as contacts in academic programs turning out new graduates, is vital), plus business leads groups, alumni groups, and Chambers of Commerce.
Your return on your investment here will depend on the time you are willing to commit. Participating in organizational activities, writing for their publication and website, and volunteering to chair committees (membership recruitment and event planning are two in particular), can pay dividends.
Another growing area is using online social networking sites to cultivate referrals and build your credibility. Having a profile on LinkedIn or Facebook is quickly becoming essential. If you currently don't have a profile, create one!
Next up: Small-Space Advertising.
Wednesday, September 15, 2010
Best of Today: 9/15/10
Via Quintessential Resumes & Cover Letters Tips Blog: Surprisingly Few Surveyed Employers Use Keyword-Searchable Resume Databases
- For resume writers that are building their brand online -- you might not think you're a minor local celebrity (or minor global celebrity), but you should be prepared!
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