How to Get New Resume Clients from Word-of-Mouth Marketing

Ask any resume writer who has been in business for any length of time how they get many of their clients, and the answer is often "through referrals." But do you have to wait until you've been in business for a couple years before you generate significant business from referrals? Is word-of-mouth marketing something that happens by accident? Years and years of marketing research has shown that it's not. In fact, word-of-mouth marketing can be consciously created — if you understand what drives it.

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Here are some of the most important factors that drive word-of-mouth advertising.

Something That Is Really, Really Different

If something is really, truly different, people are going to talk about it. Things that have never been done before are hot topics of conversation. You may be thinking to yourself, "There's nothing 'new and unconventional' about resume writing." But that's not true!

More and more clients are finding new ways to network their way into a job through social media -- LinkedIn, Branchout, Twitter, Facebook -- and you helping to position them for those opportunities is something worth talking about!

What if your product isn't 100% original? You can still do something unique. For example, a cake company isn't anything new, but one cake company generated a lot of buzz by baking the largest cake in the world.

Extraordinary Customer Service Interactions
Another thing that tends to drive word-of-mouth marketing is customer service. And not just "regular" customer service — but going above and beyond for your resume clients.

You can find examples of extraordinary customer service across all industries — Like when someone spilled coffee on an executive's suit on a Southwest Airlines flight and a flight attendant offered his own suit so the man could go to his meeting well dressed, the story spread like wildfire throughout the internet.

Another example is a restaurant whose waiters constantly insult customers. It's their brand. It's actually funny and customers go to this restaurant just for the unique experience. (Think "The Soup Nazi" from Seinfeld.)

The examples go on and on. But how can you extend this to your resume business? If you can't think of "extraordinary," try for "out of the ordinary"! What can set you apart? Like, returning calls from prospects and clients within two hours. Or delivering a first draft (with no rush fee) in 72 hours. Offering free updates and changes for the first 90 days (yes, you can charge a premium for your services to offset the no rush fee and free update services). Or using BeAResumeWriter.com Pass-Along Materials to provide job search support beyond the resume itself.

This kind of service will help you stand out -- and inspire your customers to spread the word!

"I Think Person XYZ Could Really Use This"
Another core thing that drives word-of-mouth is the "I really think Susie needs this" mentality. Friends are always on the lookout for friends. This is particularly useful in the marketing of your resume services. If you share content that is timely, relevant, and useful, it's likely to be passed along. The individual reading it is likely to think of an unemployed or underemployed friend and share the article, blog post, or special report with them. And that builds your "know, like, and trust" credibility with prospective clients. You're getting an endorsement, really, from someone they trust.

Try to create content that will appeal to different kinds of people that still have a common thread. For example, your articles and blog posts can be targeted to jobseekers that are entering (or re-entering) the job market, looking for a better position, changing careers, or have been downsized. All of these are resources that help those who might need a resume writer -- but they are targeting very different people.

Different Formats
Different people like to share different kinds of things. You've probably noticed this on Facebook.
Many people like to share and talk about videos. Still others love funny graphics or cartoons, while others will only share strictly educational material they think friends will love. (Infographics are especially popular, for this reason.)

Don't just appeal to one kind of person. Create your word-of-mouth marketing so that it will appeal to a wide range of people.

These are some of the main factors that drive word-of-mouth advertising. Word-of-mouth can absolutely be planned. You don't have to hit all of the hot buttons discussed above, but to succeed you should aim to address at least one or two of them.

New Scam Targeting Resume Writers

There is a scam targeting resume writers that began circulating last week. Colleague Laina Krisik alerted me to the scam -- here is her correspondence with me -- and my response.


Hi Bridget,

I received an e-mail the other day that's just not sitting right with me. The subject line read, "YOUR SERVICES!!!!!!!!!!" and the e-mail was cryptic-like asking about my services and charges. I replied with a brief e-mail stating that I'd like to see her resume and cover letter to see what kind of work needed to be done. I also asked her how she heard of me. Below was her response:

Am very much happy to read back from you and okay with the charges for the pages in which am sure it will be well prepared,easy and well understood by the reader.

Again,am presently undergoing ear sugery in which will be kind of hard to hear you clearly.we can easily communicate via email and i will answer all your question.

Therefore let me know the charges for the attached resume and Kindly get back to me with information below:

1: Your Full Name to be on the payment
2: Your Address and zip code
3: Your cell phone number

So i can instruct my financial secretary to issue out the full payment as soon as possible for the service.Do note that you will not release it to me not until have the payment with you.


I will need your immediate response via email assuring me that i can trust you to handle this with care

Best Regard

Here is my response to Laina:

My gut instinct is similar to the uneasy feeling you got: RUN!

There is no way you should need to give a prospective client this information before you've even decided on a quote.

It reminds me of similar "phishing" (scam) emails that restaurants in this area have received. "We want to order $1000 worth of food for a party. Please send us information on where to send payment." Then, they send more than the amount owed, with instructions (because the payment is coming from a third party) to "send a check for the overage amount to 'x.") When you deposit the check, the funds won't clear, and if you've sent a check for the "overage," they'll have stolen that amount, and you'll also be out the insufficient funds fee from your bank for their original payment not clearing.

That's the reason to communicate via email too and not by phone. Many of these scammers are based in Africa.

I would just NOT REPLY again. Move on to more fruitful waters!! 

After seeing reference to this same "client" on several profession E-Lists, my suspicions are confirmed. This is a variation on the classic "mystery shopper" and "employment" scams, where you are "paid" but then asked to send money to the individual (or their agent). Many jobseekers have been caught up in these types of scams -- resume writers need to beware, so you aren't caught up in one too!

My First Resume Client

Me and my Dad (7/15/12).

My first — and most important — resume I wrote was when I was 12. That resume was for my Dad, Keith Weide. I was the middle of five children, and suddenly, my Dad was unemployed. This was 25 years ago, so I don't remember all the details (and the original resume is long gone), but the end result was that my Dad secured an interview — and a job — with U.S. Army Audit, where he worked all through my junior high and high school years.

The job required extensive travel, and my Dad often left home at mid-day on Sunday and would drive to far-off places like St. Louis, the Quad Cities, and someplace in Kentucky. He'd work a compressed work-week (five extended days one week and four extended days the next week, leaving early every other Friday). He'd return home — usually around midnight on Friday night, and I would greet him at the door.

The distance was difficult for us — my Mom, and all of us kids. This was in the days before cell phones. Often, my Mom wouldn't talk to him at all when he was on the road. But always, he returned home.

This past Tuesday, I saw my Dad off for the last time. You can read more about that here.

Thanks, Dad ... for being my first, and most important, resume client.

Should You Like A Facebook Page of Another Resume Writing Business?

• Tammy Shoup

  • Quick question ... I do believe in networking with colleagues but I'm not sure about "liking" other Facebook pages. How is this helpful? Thanks for any insight you can share.
• 

  39 minutes ago

  Bridget Weide Brooks

  • Hi, Tammy!
    
    There are two reasons to like your colleagues' Facebook pages. The first is the "give to get" principle -- if you like their pages, they are likely to like yours too!
    
    The second is to get ideas/information on things you can share with your clients. You might find articles and resources that your clients will benefit from when you see them posted on your colleagues' pages.

Tammy Shoup, of Breakthrough Resume Writing Service, asked me this question yesterday on Facebook. Her question is a common one. As resume writers, should we worry about "liking" the work of others, or sharing articles written by our peers -- should we be worried that it might encourage our prospective clients to seek our our colleague's resumes writing services instead of our own?

I reminded Tammy that clients always have choices -- but by sharing information from other resources -- including other resume writers -- we show prospective clients that we are committed to staying current in our field -- and sharing the best information -- even if it's not something we did ourselves.

By "liking" another resume writing business Facebook page (or following them on Twitter or Pinterest), we increase our connections to our careers industry community. We also have the opportunity to see articles and information that we can share with our clients. There is so much information out there, it's nice to have other resume writers help "curate" it.

But if you're worried about "standing out" among the many resume writing firms out there, here are some ideas that can help.

There isn't one set formula that every resume writing business should use to stand out. (After all, if everyone did that technique, no one would stand out!) What follows are a series of attributes that stand-out companies tend to share. Implement these in your own resume writing business and add your own twist to them to make your services stand head and shoulders out of the crowd.

Be Genuine
Most sole proprietor resume writing firms try to be bigger or more official than they really are. Businesses that are able to let that drop and actually share what's genuinely going on are often able to garner a lot of trust and loyalty. After all, when it comes to their career, clients want individual, personalized service. If you're a one-person shop, they will actually be working with you -- and that's an advantage in setting yourself apart from larger firms!

Be real about who you are and where your company is at.

Cultivate Win/Win
A lot of businesses -- not necessarily career service businesses -- treat their value propositions as win-lose. They make money, the customer loses money. I sometimes see this principle reflected in payment policies for resume writing firms. After being burned by one or two clients (out of one hundred -- or hundreds!!), the resume writer puts policies into place that "punish" future clients for the transgressions of a few.

Great companies, on the other hand, view their relationship as a co-creative one with their customers. Their customers want solutions and you're there to help provide that to them. You trust your customers to pay you (sure, you can still have policies, but you can be somewhat flexible when the circumstances warrant it).

View your customers as your partner in their career success and look to cultivate more win-win relationships with them. Involve customers in the design of a specific service program to fit their career goals, and you'll ensure you're really solving their problems.

Do Unusual Promotions
Did you know that Otis, the man who invented the elevator safety mechanism, got his company launched by placing himself inside a giant elevator in public and hacking off two elevator cables with a hatchet?

Unusual promotions garner a lot of attention. Try to come up with shocking or unusual ways of promoting your business. An "ugliest resume" contest might be one way to do this.

Write with Personality
Groupon launched its service with a successful business model — but they also had something else. They had fantastic writers that had real personality. People love reading personality-filled bits of content online. If you can get people to write witty, funny or edgy content, there's a very good chance you'll stand out.

Pick a Niche and Be World-Class At It
Don't try to be good at everything. Instead, try to be fantastic at just one or two things. Pick a niche and become the best in that niche. Stand out in that niche, rather than in the broader market. (I'm writing a cover story on this topic for the next issue of Resume Writers' Digest.) If you want to be known for something, don't just serve anyone.

Choose a Company Culture
A company culture permeates your website, your writing, and everything else about your resume writing service. If you're a solo resume writer, you may not think you have a "company" culture, but that's just a phrase. For example, the fact that your dog is your company's mascot speaks to your company culture. Is your resume writing business entrepreneurial and fun, or more corporate in nature? You can consciously shape your company culture.

These are some of the many ways you can stand out. Pick the ones that resonate with you and implement them in your resume writing business.