Ask Bridget: Should I Charge Less If I Use a Questionnaire?

In today's "Ask Bridget" segment, Milly asks:

"You mentioned during your "Ask Better Questions; Write Better Resumes" teleseminar that you offer a more affordable price if clients are willing to just answer questions by email through a questionnaire. I have been debating on what price structure I should use, since my method of information gathering is mainly through email as well. For a mid-level professional, I've seen resume writers charge over $500, which I assume includes the phone consultation. What is the appropriate price range, in your opinion, for the email method of information gathering -- without phone discussions?"

Here's what I told Milly:

I use questionnaires primarily with my clients -- it's just my preferred workstyle. But I ask prospective clients how they're most comfortable providing their information, and if they want a phone consultation, then I just quote them a higher price than I would if they were agreeable to working via questionnaire. 

So, if I was going to quote them $299 for the resume, I'd quote $375, for example (the extra $76 would be for a 60-to-75-minute phone consultation). Usually, I don't tell the client the two different prices, because I've already asked the question about how they want to do it, so I'm giving them a quote that reflects that. I have, though, on occasion, given them an "Option A" or "Option B" quote -- i.e., "The cost to develop your new resume package will be $299 if we conduct your information gathering via email questionnaire or $375 if you would prefer we schedule a phone consultation to gather your information.

You mentioned that other resume writers charge over $500. You asked, "What is the appropriate price range in your opinion for the email method of information gathering without phone discussions." There are actually some resume writers who charge over $1,000 and work via questionnaire exclusively, so you don't have to do phone consultations to charge more. *smile*

But you're coming at this from the wrong direction. There will be some clients who are unwilling to pay $50 for a resume even if that included a 3-hour phone consultation ... and there are some clients who would gladly pay $2000 for a resume even if you only collected information via questionnaire.

That's not the issue. There are clients out there in all price ranges. How you choose to work -- and what you charge -- are entirely up to you!

The first resource I want to share with you is the "Determining Your Resume Writing Rates Worksheet." This is a step-by-step approach to help you determine the right rates to charge.

But you should also compare that information to the 2011 Resume Writers' Digest Annual Industry Survey results. This will help you see the hourly rate charged by other resume writers, and average prices charged. You can get a copy of the "Profile of Professional Resume Writers: Who We Are, What We Charge, How We Work" here:

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Also, keep in mind some of the factors that might influence you to charge higher rates. These include:

• A valuable certification (ACRW, federal job search certification, etc.) - note: a CPRW or CRW certification may command more than an uncertified writer, but generally does not command premium pricing.
• Experience in the industry (those who have been in the industry longer tend to charge more)
• If you work with a specific niche audience -- specialists tend to charge more than generalist resume writers/career coaches

Do you have a question for "Ask Bridget?"
Send a message on the Resume Writers' Digest Facebook page!

Why Resume Writers Need an Email List

Recently on several of the resume writing association E-Lists, there have been numerous resume writers talking about being in a business drought. Several colleagues have said that July and August have been their slowest months in years.

I have a solution for resume writers who want to dip into a well of prospects and clients and generate a flood of new projects and referrals: Like author Harvey Mackey says, "Dig Your Well Before You're Thirsty" … and create an email list.

I've been talking about the value of an email list for years now. It's a must-have for resume writers who want to sell information products, recruit participants to online programs (teleseminars and webinars), and sign clients up for fixed-term membership programs. And you don't need a huge list — even 100 subscribers can generate a trickle of revenue … and that will just continue to grow as your list grows.

Why You Need an Email List 
According to Wikipedia.org, an email list is "... a special usage of email that allows for widespread distribution of information to many Internet users..." Pay attention to the words "special usage" because that is important. 

This special usage requires three things from you, namely:

• Special Software 
• Knowledge of Laws 
• Something to Share 

The software can be an online system such as AWeber or Constant Contact — two very inexpensive, easy-to-use options. The laws you need to know about are primarily the CAN-SPAM Act. And the "something to share" is best known as the sign-up incentive — something you give to your site visitor in exchange for his or her email address and permission to contact them.

But this blog post is about why you need an email list. The definition also gives you a clue into that aspect of an email list. It answers the why by telling you that an email list is for "...widespread distribution of information to many... ". This means that it's a super simple way to get out your information to the masses. Your information being the information you want to give your target audience about your business products and services. 

So the short answer to why you need an email list is obvious: In order to distribute information about your business to many people. It's a simple way to do it with the right software. Online software enables you to set up simple sign up forms on your website, blog, or even Facebook page so that people can enter their email address, giving you permission to send them information about your business products and services.

The software immediately sends a thank you email, with confirmation process so that you know for sure you really have permission from the person. This is called "double opt-in." This is required because it ensures that the right person really did enter the right email address and really did mean to receive the information. This process prevents you of being accused of sending out spam to people, and ensures that you get people on your list who really want to be on it. After all, you really only want to market to the right people.

The software also enables the person who signed up to easily unsubscribe with a simple click. This unsubscribe information appears automatically in every email that you send from the system. (This is a requirement of the CAN-SPAM Act.) This makes the entire process super efficient. In some cases the software will also clear out bounced email addresses and you can manually clean out email addresses which have not opened email for a specific amount of time. The software makes the entire process simple, giving you no excuse not to have an email list.

With a properly set up email list you will be able to regularly market your products and services to an audience who has given you permission, who wants what you have to offer, and who already trusts and likes you. You want this because most people need to see your offers at least 7 times before they decide to purchase. By having them on your email list, you increase your opportunity to make a sale many times over. You may have heard people say, "the money is in the list." Let me tell you, the money IS in the list. They're not joking.

No matter how big social media becomes, having that direct email address route is always going to be better. It's tried, true, and well tested. Every business now asks for your email address because they want to use one of the best marketing formats ever invented. Email. If you treat your subscribers right, and give them the regular information they asked for you'll create a lot of success via your email list. 

Want to learn more about email marketing? Download this free checklist:

Email Marketing Checklist

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Gmail, What Are You Doing??

If you're a Gmail user, please keep reading. (If you're not a Gmail user, this doesn't apply and 

you can return to your "regularly scheduled programming.)

As you're probably aware by now, Gmail has rolled out a new "inbox organization" system. Your inbox now has "tabs" where your emails are "sorted" for you into one of five categories:

• Primary
• Social
• Promotions
• Updates
• Forums

The problem is, Gmail decides FOR YOU which category emails are routed into. Unfortunately for you (and me!), emails from me (ones that will come from Resume Writers' Digest and/or BeAResumeWriter) will automatically be put into the "Promotions" tab ... because Gmail doesn't realize that the majority of the emails I'm sending you aren't "promotional" at all -- but solid content. Invitations to free, value-packed trainings. Links to take surveys (that I share the results from freely with the careers industry community). Free special reports to help you in your resume writing business, and with your clients.

But you may not see them, unless you take swift action!

Check your Promotions tab at the top of your Gmail account. Choose an email from me (they come from Resume Writers' Digest or Bridget Brooks or BeAResumeWriter.com) and drag and drop it to your Primary inbox tab. A message will pop up asking if you want to do this for all future emails from me. Click YES and you'll be assured you won't miss anything.

If you want to completely remove the new tab feature in Gmail, follow these steps:

1. Go to the Settings box in the upper righthand corner of your inbox
   and select "Settings." 
2. Click on the "Inbox" tab and unselect all categories except "Primary." 
3. Save your changes.

That's all there is to it!

Unfortunately, if you don't take action, you'll only be able to find my emails in your "Promotion" tab. Which is fine ... if you check that regularly. Otherwise, you'll miss out on valuable free teleseminars, articles, and resources to help you grow your resume writing business!

This Huffington Post article includes a video showing you the changes.

Asking Good Questions ... And Listening To the Answers

Last week, I did a teleseminar for the National Resume Writers' Association on "Ask Better Questions; Write Better Resumes." (If you missed it, you can still catch it here.)

One critical component I didn't cover on the call -- but that needs mentioning -- is the importance of listening (REALLY listening) to the answers you get. And it's not just about listening when you're gathering information to write the resume. But that's important too.

How, And Why, To Listen To Your Customers 
Do you listen to your customers? Do you listen to prospective customers? If you know how to listen, you can learn the secrets to building a strong and powerful resume writing business – the kind of business that has the capacity to make real change in the world. Most people know that listening is a powerful skill, yet they don’t take the steps required to become a better listener.

When you listen it means you have to give 100% of your attention. And let’s face it, there are a lot of people, thoughts, and things battling for your attention. It’s hard to listen. The following tips, steps, and ideas will help you become a better listener.

1. Stop Multitasking. When you’re talking with someone on the phone, via email, on social media or face-to-face, simply stop everything else you’re doing. This is the first step to eliminating distractions and allowing you to hear what the person is trying to communicate. For example, it’s often difficult to understand a client email completely when the television is on.
2. Stop Thinking – Learn to Focus. It’s difficult, admittedly, to shut out the other thoughts running through your mind and simply hear the person that’s talking to you. However, when you can accomplish it, you gain valuable insight. When you listen, you’ll be able to ask insightful questions that will help you writer a better resume.
3. Ask Questions. The only way someone knows if you’re listening is if you ask questions. The more relevant and thoughtful the question, the more you’ll learn. The same is true for any type of communication; email, phone calls, face-to-face, it doesn’t matter. Asking follow-up questions shows the person that you’re hearing what they have to say.

Why Listen? 
We like people who listen to us -- and guess what? We buy from people we like. We also respect people who listen and respond thoughtfully, as if they actually heard what we had to say. Finally, listen to learn. Listening to others not only helps you learn about your customers and their needs and goals, it also helps you learn more about you and the business you want to build. When you listen, you quiet your mind and that’s when real learning happens.