Yes, I Am A Resume Writer

Photo of me from 2001.

Twice last month I had the opportunity to talk to a couple of resume writing colleagues, and both of them asked, "Bridget, do you still write resumes?"

Of course! I started out as a resume writer, and I still write resumes. Not as many as I did a few years ago when I was a subcontract resume writer, but yes, I still write resumes, cover letters, bios, and even LinkedIn profiles.

I was reading an article in the February 2014 issue of Inc. about "origin stories" and thought I should share mine here, so you can understand where Resume Writers' Digest and BeAResumeWriter.com came from.

You probably already knew that I wrote my first resume at age 12, but you might not know that Jon and I started our business right out of college in the spring of 1996. In fact, I remember calling to arrange an appointment to see an office space while sitting in the hallway at the University of Nebraska at Omaha (my alma mater) between classes our senior year.

We started our business with the goal of serving SOHO clients -- Small Office, Home Office businesses. Soon, we'd change that to helping individuals and small businesses market themselves -- people with resumes, and businesses with newsletters and other print pieces.

In high school, I had taken second place in the "Job Interview" category at the Future Business Leaders of America State Leadership Conference. Students were asked to write a resume and cover letter for a job at "Merit Corporation" and then interview with businesspeople who volunteered as judges at the conference. My "genius moment" was when I decided to specify what Merit Corporation was. Usually, students created a very generic resume and cover letter to this "mystery" employer. I decided it would be more effective to identify the type of business Merit was through my cover letter and resume so that the employer could have a more realistic interview. After all, he or she was supposed to be representing Merit -- and yet, most interviews were extremely generic, because neither the student nor the interviewer had anything specific to talk about. (Somewhere around here I have the floppy disk with the resume and cover letter I wrote.) In examining my scores from the judges, I learned that what kept me from winning the category was my attire -- my first lesson in the importance of dressing for success. (I wore a black-and-gold skirt and jacket -- the judges were expecting blue or black only).

Anyway, my Yellow Pages ad was a client magnet, and I was writing a couple of resumes a week. But I was young (21) and knew there was a lot I didn't know. In 1998, I wanted to pick the brain of some of the industry's leaders -- people like Wendy Enelow and Louise Kursmark -- but I didn't think if I just asked them directly that they would talk to me. (I have since learned that people in our industry are some of the most generous you'll find anywhere!) But at the time, I thought, "Well, I could interview them for a publication, and then they'll talk to me!" (I had a few magazine articles published in national publications while I was in college while I had majored in journalism/public relations.) So I decided to start a trade newsletter, Resume Writers' Digest, to get answers to the questions I had as a resume writer. In time, it grew to several hundred subscribers, paying $60/year for six print issues.

In 2004, I got distracted by other things in my life and business, and decided to stop publishing the newsletter. I brought it back as an occasional online publication starting in 2007, because I was still writing resumes … and I still had questions!

Then, in 2011, I decided to start a membership site for resume writers to share the content I was creating for my own clients. I figured other resume writers could use the information with their clients too — so I license the content to subscribers to use with their clients. Instead of starting from scratch, resume writers can take the Pass-Along Materials and use them "as is" or customize them. Most of the ideas for the Pass-Along Materials come from my work with my clients.

So yep, I'm still writing resumes.

"I Showed The Resume You Wrote To My Friend and She Said..."

Ugh...there are few statements that elicit that feeling of dread for a resume writer than the one that starts with, "I showed the resume you wrote to my friend and she said..."

I received an email from a resume writing colleague today. She wondered what to say to a client who had circulated her resume to friends and family and received "mixed reviews."

Here was my response:

You tell your client, "I appreciate you showing your resume to others for their feedback. Everyone has an opinion about resumes, and sometimes the feedback can be useful and we can use it to improve your resume. I am happy to discuss any feedback you receive, including explaining the strategy behind why the information was presented the way that it is in your current resume. However, the ONLY opinion that matters when it comes to your resume is the hiring manager for the kind of job you're targeting. If you're submitting your resume for the kinds of jobs you and I targeted with this resume, and you're not getting interviews, then we need to chat. Otherwise, I'm confident that the document we've collaborated on is going to be effective in helping you reach your dream job."

If the client persists with wanting changes based on opinions from family and friends, you will agree to make changes — on two conditions:

1. This will be considered an "additional version" of the resume, and you will charge them your hourly rate to make any changes (payable in advance) AND
2. They will need to sign a hold-harmless statement that you are making the changes to their document against your professional judgment and that you will not stand behind that document like you would their original document (including any guarantees or warranties, either expressed or implied).

The most common reason for a jobseeker to ask others for feedback is fear and doubt. They are anxious about their job search and they are seeking reassurance from their friends and family members. Unfortunately, the people they are soliciting feedback from aren't the best judge of what they need in their job search. They may unintentionally sabotage the jobseeker because they want to "help."

Recognize that your client is operating from a place of uncertainty. Reassure them that they have made the right decision by engaging the services of an expert to help them in their job search — but that they need to trust your experience and expertise in order to be successful.

Clients Are Less Concerned About Price If They Get Value

Many resume writers tell me that their clients are price-sensitive. But they may not actually be price-sensitive … they may be value-sensitive.

Why can some resume writers charge $2,000 for a resume, when you have a hard time getting $350? The answer isn't necessarily in the skill of you as a resume writer, or the financial situation of the client.

More likely, the difference is the value that the client perceives from his or her investment.

What is the first question people often ask when they want to purchase something? "How much does it cost?" And, that's only after we've turned the object over and over looking for the price tag.

Price is simply a dollar amount assigned to an item or service. You may have even set your resume writing prices arbitrarily — lots of other people are basing their resume writing services on an hourly rate of $50/hour, and according to the 2011 Resume Writers' Digest Annual Industry survey, and nearly a third of resume writers charging $300-$499 for a resume, so (you think to yourself), I'm going to charge $350.

As a business owner, you want to stay competitive without alienating your resume clients. It's a matter of profit as well. If you come in too low, then you're leaving money on the table. (And, some clients may actually be turned off if you charge too little!)

While the concepts of price and value have gotten trapped together, they are not synonymous. Two resume prospects may initially seem very similar. Both are account executives in their mid-30s, making a salary of $45,000 a year. Their personal situations are similar — both married, with a young child at home. But when you quote a price of $600 for a resume to both of them, and one books, and the other one doesn't.

One values the impact that a professionally written resume can have on his ability to meet his career goals. Therefore, value must appeal to a prospect's needs.

Value refers to the significance that we apply to a good or service. It is tied into the perception of your business brand. Honda has built a reputation as a solidly made car. As such, people will invest more in one because it will keep their families safe and they can drive it for a long time. The decision, to buy, moves beyond mere price to what is perceived as the additional benefit that comes along with purchasing this kind of car. 

Translating Value
As you work to present your services to the prospective resume clients, consider how you will translate the value of your brand as well as the price. Time and time again, business owners who reach their customers on a more personal level with their marketing strategies are delivering value along with their price. If a customer feels that they will get value from your services (beyond the price they pay), they will buy — and continue to buy — from you.

So, how do you do that? Look at your services and ask yourself a few questions. What can you do for your clients that they can't do for themselves? In many instances, it's write an interview-winning resume. And the "interview-winning" part is the key. Lots of people can write a resume. Fewer of them can write one that engages the hiring manager or recruiter to call immediately.

What It Comes Down To
Is price or value more important? They are not the same, but communicating the value of your services to customers can keep them buying, even if the price is higher than the competition.

Loyalty may also run deeper when you build your brand on value rather than just price.

Coming Up With Content For Your Blog Isn't Hard With These Blog Post Ideas

Coming up with content for your blog can sometimes seem difficult, especially if you're not aware of all the different types of content you can create into a blog post. These 13 ideas can spark an idea for your next blog post the next time you're stuck!

1. "How To" Posts. Teaching jobseekers a tip or technique is a great type of post to create. If you're not sure where to start, always choose to start at the beginning. You can offer "how to" tips about resumes, LinkedIn, cover letters, interviewing, finding employers to contact, and more.

2. Lists Posts. Creating lists is a great way to create a useful blog post. A list can be anything from a resource list, to a list of do's and don'ts. Even a list of products that you like to use (using your affiliate links of course) is a great way to put content on your blog. Your readers will be interested in any relevant lists that you can create.

A list post can also position you as an expert. For example, you might identify the top Twitter resources in the niche you serve (be sure to include yourself!).

3. Long Blog Posts. Most blog posts that you create will usually be 500 words or so, but on occasion, it's good to write a really long post. A blog post that goes very in-depth and is about 1,500 words long is a great way to include hard-hitting, relevant content on your blog.

4. Tutorials. This is kind of like the "how to" post but it goes more into it by using photos and maybe even video to demonstrate how to do something within your niche. Make sure it's something your audience wants to learn to do. A great example would be a video about how to customize a cover letter.

5. Videos. All blog posts don't have to include text. You can create a two or three minute video blog instead of a text blog post. Include a text description, post it on YouTube, and embed it into your blog for more traffic possibilities via the YouTube audience. You can also use your videos in other places, like in your LinkedIn profile.

6. Images with Commentary. Infographics are a great way to provide interesting content for your blog. You can create images using stock photos or you can make them yourself using a quote in attractive text. It's a good idea to include some commentary because search engines do not pick up text that is on an image. Use both the "alt" tags as well as some text to describe the image. Another great idea is a "before-and-after" resume case study.

7. Short, Focused Posts. Create a very short post — 300 words or so — about one very focused issue or topic for jobseekers. If you have a short update, it's okay to put a short blog post on your website.

8. Blog Post Round-Ups. You can collect blog posts from other people who write about job search, or you can do a round-up of blogs that were on your site during a specific time period (such as "most viewed" posts this month) or important bits of information that you don't want your audience to miss. Be sure to only put a short blurb and a link to the blog posts that you did not write, because you don't want to steal someone else's work.

9. Product and Book Reviews. If you get paid or get a product free in exchange for doing a review, you must disclose it. But if you can, also purchase the products yourself and use affiliate links to earn some money for products you review and recommend. Reviewing books within the job search niche on Amazon is also a great way to get traffic to your blog, by the way.

10. Critiques and Commentary. Some of my most popular blog posts have been on controversial topics. Read something that you want to comment about online? You can give a short synopsis of the blog post, and then link to the actual blog post or article, and then you can comment on it on your blog. Be careful if your commentary is negative or critical, though, because people can get quite upset.

11. Surveys and Polls. Not sure what to write about? Make a survey or poll right on your blog to ask your readers what they'd like to read about. You can also ask their opinion about a topic in question. You can use a service like SurveyMonkey.com to create simple (free) to complicated (paid) surveys with statistics. (I personally use QuestionPro, but it's a paid service.)

12. Case Studies. This works especially well for resume writers. Collect stories about how clients succeeded taking your advice and post them on your website in a blog post. You can also conduct interviews using Skype or FreeConferenceCall.com and record it and post it as a podcast.

13. Q & A.You can answer questions sent to you via social media or email right on your blog. It's a great way to create a new blog post and help fill in your FAQ. (You'll see that a lot of my blog posts start as an answer to a question I've received from a resume writer.) If no one emails you yet, you can still find questions to answer about your niche by checking out Groups on LinkedIn and questions asked on social media.

Using these types of blog posts as ideas, you can have a never-ending stream of content for your blog.

Has It Been a Tough Week? Here's Some Encouragement

Because January is always the busiest month for resume writers, I thought today might be a good day to send you a message of encouragement.

Whether you've been in business for two months or ten years, there's one common denominator: Being a self-employed resume writer is hard work. It requires patience, perseverance, and persistence. But let's face it, sometimes the desire to persevere can wane. You might lose your momentum and your business mojo from time to time. (It probably feels like you're losing your mind.)

That's to be expected. So let me share a little encouragement -- and some ideas -- with you today.

1. Ask Yourself: Why Do You Want It? It's much easier to be persistent if you know why you want it. Why are you self-employed? What is your goal -- and what is the motivation behind the goal? If you're unsure of your motivation, then take a few minutes to figure it out. This is important. If you don't know your why, then your how, what, and when are much more difficult to follow through on. I'd really encourage you to write your why down -- or, if you prefer, create a vision board (a visual illustration of your goals).

2. One Step At a Time. One of my favorite sayings when I'm overwhelmed is, "There's only one of me." That's a reminder to me -- and others -- that there's only so much I can do. Just keep putting one foot in front of the other. It's much easier to take many small steps towards a goal than to try to achieve a handful of monumental steps. If I get overwhelmed by a client project, I just start on it and work on it as long as I can. If I can't get started, I set my phone timer for 10 minutes and tell myself I'll just work on it until the timer goes off. Once I get started, I can usually keep going.

3. Support Matters. One of the best things you can do for yourself as a resume writer is to come up with processes and systems for yourself and your work with clients. Every project is harder to tackle if you feel like you're starting from scratch with each client. If you can come up with a standard support system for your work, it makes each step you take along the way easier to manage.

Attitude is essential for perseverance. Perseverance is the ability to stick with it and to follow through, even when times are tough. It's an entrepreneurial requirement. Get clear on your reason for being a self-employed resume writer. Accept that there will be difficult days. And, when possible, create support systems to help you along the way.

You can do it. I believe in you.

Are Your Clients Confused About Using Social Media In Their Job Search?

Are your resume clients confused about how to use social media in their job search?

A better question is: Are YOU confused about what your clients should be doing to use social media in their job search?

If so, mark Thursday, Jan. 30 on your calendar.

In one 90-minute session taught by social media expert Barbara Safani, you'll get a solid understanding of the power of LinkedIn, Twitter, Facebook, and Google+ to help your clients land their dream job. Here are details on the program (offered by The Academies):
 

Social Media for Skeptics & Non-Social Media Enthusiasts!

Perhaps you realize that social media has become an important part of a job search strategy and your clients have begun to ask if you can help them with their LinkedIn profiles. Or maybe, up until now, you’ve dabbled on LinkedIn or perhaps Facebook or Twitter, but haven’t taken the full plunge. You’re still trying to figure out which site is good for who and why. You’re not alone. Dissecting the myriad of social networking sites can be daunting, confusing, and time consuming.

Join us for: Social Media for Skeptics & Non-Social Media Enthusiasts! In this 90-minute class, you will gain a solid understanding of the four top social networking sites and learn how to incorporate high-level job search strategies across all four sites. More specifically:

1. LinkedIn: Keys to writing a stand-out, optimized LinkedIn profile, and getting decision makers to listen to what your clients have to say.
2. Facebook: How to transform Facebook from a network of friends to an army of advocates for a client’s job search.
3. Twitter: Methods for taming the noise on Twitter and focusing strategically on the influencers that can help your clients’ careers soar.
4. Google+ Why Google+ is not just another social network and how your clients can leverage it to create a top-notch online identity.

Thursday, January 30th, 2014

1:00 pm – 2:30 pm Eastern/New York
12:00 pm – 1:30 pm Central
11:00 am – 12:30 pm Mountain
10:00 am – 11:30 pm Pacific/California

Only $97 (Or it's free if you register for the CCMC training I told you about last week.)

Register here.

Questions? Call Shelly at The Academies at (877) 659-3769 extension 1 or email Shelly@theacademies.com.

I'm planning on taking this training myself. Even though I'm very social media savvy, anytime I can learn something new to help my clients in their job search, I invest in the training.

Remember, if you mention me (Bridget Brooks) or Resume Writers' Digest when you register for this program, let me know and I'll send you a special bonus.




DISCLOSURE: I am an affiliate for The Academies. If you purchase a training program as a result of this email, I will earn a commission. You will not pay more when buying anything through my link. In fact, I can sometimes negotiate a lower rate (or bonuses) not available elsewhere. Plus, when you order through my link, it helps me to continue to offer you lots of free stuff. :) Thank you, in advance for your support! (Want to learn more about how you can earn affiliate commissions by recommending services and products you trust? Email me!)

Has Susan Whitcomb Gone Crazy?

If you ever have the opportunity to meet Susan Whitcomb from The Academies or hear her speak, it will only take you a minute to realize that she only offers high-quality content and top-of-the-industry instructors in her certification programs. (I know Susan well, having shared a 4x4' corner of the meeting room in Chicago in September -- our exhibit booths were right next to each other!)

But I think Susan may have gone a little bit crazy.

I heard from her team today that their flagship program, the Certified Career Management Coach course, will be offered starting at the end of this month. And if you register at least one week before the start of the class, you will receive an extra-generous Early Bird price - $500.00 off -- plus free registration for the social media job search course that Barbara Safani is teaching at the end of this month -- Social Media for Skeptics & Non-Social Media Enthusiasts!

For those of you who have never taken a course from The Academies, I believe you will find that the career coaching program checks all the boxes that you might have on your “wish list” for training:

• A new revenue stream that can double or triple your income while also allowing you to serve your clients more effectively
• Results that will equip you with tools, strategies, and confidence
• An instructor/mentor team with more than 30 years of coaching experience
• Live, interactive training where you’ll meet other inspiring colleagues
• 30 hours of training approved by the International Coach Federation, applicable toward earning or renewing an ICF credential
• More than 400 pages of proven, practical, and respected curriculum developed by author, thought leader, and “The Career Coach’s Coach” Susan Whitcomb 

 
If you’re considering coach training or thinking of referring someone to coach training, I invite you to explore The Academies’ Certified Career Management Coach program. 

The $500 Savings ends Jan. 21. Plus, when you register between now and the 21st and you’ll also receive the live program, “Social Media for Skeptics & Non-Social Media Enthusiasts!” taught by Barbara Safani.

Installment payments are available too. 

The Certified Career Management Coach program will be offered in three different sessions:

January 28th, 2014
15 consecutive Tuesdays
10:00 am – 12:00 pm EST
9:00 am – 11:00 am CST
8:00 am – 10:00 am MST
7:00 am – 9:00 am PST

OR

January 29, 2014
15 consecutive Wednesdays
2:00 pm – 4:00 pm EST
1:00 pm – 3:00 pm CST
12:00 pm – 2:00 pm MST
11:00 am – 1:00 pm PST

OR

January 28, 2014 (Christian Track)
15 consecutive Tuesdays,
1:00 pm – 3:00 pm EST
12:00 pm – 2:00 pm CST
11:00 am – 1:00 pm MST
10:00 am – 12:00 pm PST

I know 24 resume writers who have completed the CCMC program, and would be happy to put you in touch with one of them to talk about the program and what they got out of it or to answer any questions you have about the training.

And, if you mention me (Bridget Brooks) or Resume Writers' Digest when you register for this program, let me know and I'll offer you TWO special bonuses: 

• I'll write a news release for you when you receive your CCMC certification and help you distribute it for maximum impact. 
• I'll also help you put together, promote, and host a teleseminar to help you acquire your first coaching clients.

What better way to set the stage for a successful 2014 than acquiring this certification?

P.S. – Please don't tell Susan I called her crazy for offering this super low price and the Social Media class bonus!



DISCLOSURE: I am an affiliate for The Academies. If you purchase a training program as a result of this email, I will earn a commission. You will not pay more when buying anything through my link. In fact, I can sometimes negotiate a lower rate (or bonuses) not available elsewhere. Plus, when you order through my link, it helps me to continue to offer you lots of free stuff. :) Thank you, in advance for your support! (Want to learn more about how you can earn affiliate commissions by recommending services and products you trust? Email me!)

Which Resume Writing Certification Do You Recommend?

Which resume writing certification do you recommend: NCRW or CPRW?

Jennifer asked this question on LinkedIn, and I realized I should share my answer on this blog too.

When choosing a certification, it's really up to you to decide what you want out of certification (in other words, WHY do you want to get certified)?

I've written a couple of blog posts on the topic, and this is another reminder that I need to update my guide to resume writing certifications (mentioned in this blog post -- http://rwdigest.blogspot.com/2013/02/to-get-certified-or-not-to-get.html), but I will tell you that the most common certification is the CPRW (it's also the easiest to obtain), but the CPRW won't "teach" you anything about resume writing. The NCRW and the ACRW are probably the two that are geared towards both assessing skill level AND teaching you concepts of resume writing. Gayle Howard also teaches a program for Career Directors International that leads to a CARW certification. (Gayle is amazing, by the way.)

Some questions to ask yourself:
1. Am I already a member of an association that offers a credential? (CPRW for PARW, NCRW for NRWA, CARW for CDI, etc.). If so, your cost of acquiring the credential is lower, as membership is required to apply for certification. PARW also requires ongoing membership to keep your credential "current."

2. Speaking of keeping your credential "current" -- look at what the standards are for renewing your credential. Does it require continuing education? How much? How likely am I to be able to achieve the continuing education standards and therefore renew my credential?

3. Do I just want to test my mastery of resume writing, or do I want to learn principles and concepts of great resumes along the way? Again, the CPRW would be a "minimum competency" credential, while the MRW (Master Resume Writer) offered by Career Thought Leaders would demonstrate an elite level of competency.

4. Why do I want to become certified? If, for example, you want to subcontract as a resume writer and certification is required by the contracting writer or organization, ASK which credential(s) they accept, and which they prefer. If you're getting certified as a way of attracting interest from resume prospects, be aware that the vast majority of consumers don't understand the difference between the credentials, so becoming a "certified resume writer" is good enough for them ... they can't tell them apart.

5. If you are looking for more clients, being listed in certain organizational directories as a certified writer can help you get business -- I don't have concrete figures, but I believe the PARW website gets more traffic than the NRWA or CDI websites, and therefore, being listed in their certification directory would probably yield more leads. And again, if you're using it for business development purposes, once you're certified, join CertifiedResumeWriters.com and be listed in their directory too.

What do you think of these questions? Which certification do you have -- and what do you think of it? Let me know your thoughts in the comments!

Resume Writers: Don't Be a Hater

Today's blog post challenge is to write about something that irks me.

Here's one. There are enough people dissing resume writers out there without us tearing each other down. Are there good resume writers, and not-so-good resume writers? Sure. But instead of writing Facebook status updates and blog posts about how you have to rewrite the work of other resume writers, why not reach out to the original writer (if you know who it is -- and that's not often hard, if you check the "Summary Info" section of the Word document) and offer some assistance?

With millions of potential clients out there -- and surrounded by pundits who say you don't need a resume writer, or do-it-yourself resources -- when you publicly tear down the work of other resume writers, it makes the public doubt all members of the profession. That may not be your intention -- but that's the perception it creates.

It's hard for many people to decide to work with a resume writer, and it's even harder for them to judge what makes a "good" resume writer. I believe the fact that someone is asking for help at all is going to make them more successful. In my experience, there are few resume writers who will actually make a client's resume worse -- so if they take a client's resume that is a "two" and they make it a "six or seven," that client is going to benefit, even if it's not a "ten." And, frankly, most of these clients are not going to be unhappy, because having their resume worked on will give them more confidence.

YES, there is a difference between a $50 resume and a $5,000 resume. But there are clients who can't afford even a $500 resume. I've said it before -- there are resume writers who are not certified who are charging $100 for a resume that is better than some certified resume writers who charge $500. Our goal should be to elevate the profession. To encourage each other to continue our professional development. To share best practices. To educate one another. To educate prospective clients on what a good resume looks like ... and how to find those writers.

Next time you come across a poorly written professional resume, do two things:

• Research the original writer (again, you can often find this in the "Summary Info" section of the Word document). Google the person/firm. Reach out to the original writer and introduce yourself. Explain that the client came to you seeking a rewrite. (You may get some interesting information from the writer about the client that will help you serve him/her better.) Encourage the writer to join a professional association in the industry.

• Instead of writing a status update or blog post criticizing the work of that writer, turn it around and use the opportunity to educate the public about what DOES make a good resume. ("Are you making these four mistakes on your resume?" or "Is Your Resume Working?") Don't point out that the mistakes were made on a "professionally" written resume. After all, it's likely that do-it-yourselfers are making the same mistakes.

I believe there is enough business for everyone. We don't have to tear others down to build ourselves up. One of the things that impresses me most about the resume writing industry -- overall -- is that we are colleagues, not competitors. PLEASE keep this in mind the next time you are tempted to post something negative about another resume writer.

What are your thoughts on this?

Put Innovation On Your Calendar for 2014

In December's special report, "Make Your Resume Business Better," I talk about how to reignite your passion for your resume writing business. One of the ways to do that is to think about how you can introduce innovation and creativity into your daily -- or weekly -- routine.

Smart business owners devote at least a small portion of their working time to innovation and creativity. At big companies like Facebook and Google, employees are allowed to spend a percentage of their time on their own projects. This helps keep their creative fires burning, and some of these projects turn into major successes for their employers.  

You can do the same in your resume writing business. It is important to devote some time to coming up with new products and/or services or even delving into something outside of your comfort zone to take your business to a whole new level.

Here are some ideas to help you put this idea into action.

• Dedicate time for innovation and creation. Just like you mark on your calendar the things you will do today, schedule a block of time devoted to "creation and innovation." You can do an hour a day, or 1/2 a day a week, or some other timeframe that works for you. But it’s important that it’s an actual calendar item and that you know how you’re going to devote that time to creative pursuits. This item on your calendar should be just as important as any other to-do item on your calendar. 

• Bring in a creative partner. Sometimes a fresh perspective can open up doors you never before thought were possible to get through. You don’t have to bring in a permanent partner -- you can work on joint ventures with different people on just one project at a time. Start with something small and work your way up to larger ventures. Bringing in a partner will not only spark your creative side, but it will also make you feel challenged -- and maybe a little obligated -- to be a good partner. 

• Change your location. One way to open the creative floodgates is to get out of your office. Go to the coffeehouse down the street; go to the park. In the summer, I like to work outdoors on my front porch. (And someday, I'm going to live in Arizona, so I can do that in December too.) Get unplugged and use a paper and pen instead of technology. Turn off the music, turn off the TV, turn off the noise, and get out of your comfort zone. Even a nice walk in the park with a way to record your thoughts can go far in helping you unleash your innovative and creative side. 

• Let go of your fears. You might think you’re the only person with fears, but you’re not. Every business owner has expressed fear or felt fear. Even very famous people have had fear about doing something new or different. The only difference between them and you is they felt the fear and did it anyway. You can be just like them by just changing that one thing and just going for it. Just do it. Work through the fear. Channel that fear into motivation to succeed. 

• Read industry news. You can use Google Alerts to search for keywords and you'll get an email alert when a story is published. Also join at least one industry association and read the daily e-mail list. Being up to date on what's going on in the resume writing industry can keep you from falling behind. While the resume isn't dead (yet!), that doesn't mean you can bury your head in the sand and pretend you know it all.

• Study your competition. A really good way to get the creative juices flowing is to study what other resume writers are doing. I love looking at resume books — especially the Expert Resume series by Wendy Enelow and Louise Kursmark. You don't want to steal from other resume writers (no plagiarism, please -- even in designs), but it's possible something you see in one of these books will spark your creative energy in a new way outside of anything you’ve ever considered previously. 

By taking out time from your busy work schedule to be innovative and creative, you will create a long-term business that will fill your life with passion and profits while never becoming mundane and boring.

You Know What You Do ... But Can You Explain It?

© Studio-54

Do you know what you do?
That may sound strange to say. Of course you know what you do. Well, do you? If someone asks you what you do, are you ready with a 2-minute explanation of what you do? 

I find if I say, "I write resumes," people say, "For other people? You actually do that?"

On the other hand, if I say, "I help people find jobs," that prompts questions — which is a good thing. Usually the response is, "How?" or "Are you a recruiter?"

You should be able to answer the question, "So, what do you do?" With a list of problems that you solve -- the most direct one being the "I help people get the job of their dreams" or a similar response.

Define what you do in terms of the problems you solve and the benefits it gives your target audience and you’ll be ahead of the game. You’ll automatically release the passion of what it is that you do and why you do it. 

You can use this fill-in-the-blank formula to help you:

I __________ for/with ______________ so (my target audience) can ____________.

For example, a resume writer might say:

I write compelling resumes and LinkedIn profiles for jobseekers so they can get an interview for their dream job!

A career coach might say:

I work with people who are lost or stuck in their current job so they can figure out how to be more happy and fulfilled in their careers.

Remember — it’s all about them and what you do to make their lives easier and solve their problems. When you take the focus off the features of your service and place it on the client and the benefits you offer, it will actually make your resume writing business more enjoyable. It will become better because you’ll have a much better definition of what you’re doing and a better way to focus your marketing.

No More Feast or Famine in Your Resume Writing Business

On yesterday's call for "Make 2014 Your Best Year Yet," I got a question from Laura in New Jersey about how to handle the "feast or famine" aspects of running your own resume writing business.

Laura: I’m a new résumé writer. I’m going into my third year. And many of my clients are getting jobs and getting hired and I’m so excited. But my biggest goal is just getting more business. That’s the key for me. I can do the work. It’s just getting the business and that’s, I guess, my biggest dilemma, my biggest goal.

Me: I talked earlier in the presentation today about CJ Hayden’s program, “Get Clients Now.” 

She has a book that you can work your way through, or I’ve actually been through her coaching program for it that’s a four-week class. And you put together a 28-day action plan that’s oriented around marketing activities like speaking and writing and referrals and those sorts of things. And like I said, her emphasis is on taking specific actions and doing them repeatedly because they’ll lead you to results. And that’s probably one of the biggest challenges we have as resume writers is that it’s kind of “feast and famine.”

So you’re like “Okay, right now it’s December and I need clients. I’m going to start working on these marketing things.” And then all of a sudden, we’ll get calls on Thursday, January 2nd, and your phone is going to ring off the hook for about 35 days with people who have New Year's Resolutions to get a new job, and you’re just going to be writing and consulting with clients and doing drafts and all this stuff. And then you’re going to get to the middle of February and there is a drought. And then you’re like “Okay, I’m going to get back on track with my marketing here” and then all of a sudden all the new grads come in April, wanting their resume. So C.J. talks about really creating the systems in place so that you’re just doing even 10 minutes of marketing a day to help even out that feast and famine cycle.

Laura: In other words, instead of waiting for the drought, market as you go.

Me: Exactly. She talks about creating a pipeline of prospects. And one of the big programs that I want to put together for 2014 from my side of things is list building because I’ve talked about this on a couple of previous calls and it’s one of my staples that I really emphasize to resume writers — building an email list of your clients and prospects so that you can turn on that pipeline when you need more business and then you can kind of turn down the volume of the flow. You always want to keep your pipeline flowing so that you constantly have existing clients coming back for updates and making referrals of new clients, but you want to have a steady flow of leads and prospects that are coming your way, and one of the easiest ways to manage that is to get them into your email system and provide them with information.

Obviously one of the biggest benefits of the BeAResumeWriter.com Bronze membership is the content that I give you that you can use with these clients. And I have a lot of the Bronze subscribers who don’t put this stuff out publicly to the world. They’re not putting the content on their blog or their website. What they’re doing is packaging it and sending it to their existing email list. It might be excerpting it or it might just be putting a cover on it and sending it out as an e-book, but using that content to keep in contact with your prospects and your existing clients and the people that they have referred.

And again, C.J. talks about this a lot. You’re more likely to get business from people who know, like and trust you. And one of the biggest ways to do that is through content marketing because it establishes your expertise and it gives you a reason to be contacting you via email. I know that it’s hard to think, when you’re looking at your email box, “Oh my gosh. There is so much stuff in here.” But aren’t there some people that you really look forward to seeing what they have to say? And so, being that kind of person is going to help solidify that pipeline so that you’re keeping in contact with the existing clients and the past clients, you’re encouraging them to make referrals, and if somebody contacts you but they’re not ready to start working with you right away or maybe price is a barrier initially, putting them on that email contact list helps you develop that reputation as a credible expert and a trusted authority so that when it’s time for them to pull the trigger and actually have somebody work with them on their resume and LinkedIn profile and all that…

Laura: They’ll remember you.

Me: They remember you — "top of mind marketing." So I think you really might benefit from CJ’s book. And like I said, if you need a little bit more hands-on instruction, then you go through the course with a trained facilitator and a group of accountability buddies. I didn’t really talk a lot about accountability buddies today, but that’s a big part of it too is just having somebody on your team who is going to keep you accountable. That might be a colleague or it might be a friend or a family member — somebody who you can put this stuff out there to and have them make sure that you’re on track for your goals.

Laura: Thank you very much. And I do use the Pass-Along Materials. I put them in a binder when I send [the finished] resume out to them, but I’m thinking now maybe that should be an email marketing project.

Bridget: I would say digital use of it is probably more cost-effective. I love the value that you get when you send it out hard copy because it really has a high perceived value, but just from the standpoint of making them accessible to more people since you’re only sending them out to folks who are getting the finished documents, you might consider putting them in digital format too so that you can just either give them access to a special page on your website where they can look at [them] or excerpting them in the emails or just having a special folder on your computer where you’re like “Okay, I’m going to send people a link to this Pass-Along Material this month.”

Six Questions Every Resume Needs to Answer

After listening to Wendy Enelow and Louise Kursmark on last week's "6-Step Process for Writing Extraordinary Resumes" E-Summit, I've identified six questions that every resume you write needs to answer.

These are six questions you must be able to answer before you write the resume, or ask yourself the questions after you've written the resume to make sure it will be effective.

The resume must answer these six questions:

1. Who are you?
2. Where have you been?
3. What have you done?
4. What can you do for me?
5. What sets you apart from everyone else?
6. What kind of job are you seeking?

The resume needs to answer these questions clearly and directly. The answers must be apparent in a six-second scan of the document, and also provide greater depth and detail upon closer review.

Certification or No Certification?

  

This is one of the most common questions I get asked by resume writers: Should I get certified? And, if so, which certification should I go for?

In the resume writing industry, there is no requirement that you get certified, but there advantages to investing in certification. However, I know some outstanding resume writers who have never pursued certification. And, unfortunately, there are some certified writers who aren't that great. And because some certifications don't require ongoing continuing education, someone who was certified in 2004 might not have the skills of someone who was certified in 2012. 

Certification itself does not necessarily indicate quality or proficiency (although you would think that would be exactly what certification would promise!). Ultimately the decision whether to get certified or not depends entirely on your own goals and needs.

There are a lot of experienced resume writers who do not believe that it's important to get certification. After all, they have demonstrated their competency through years and years of satisfied clients. A few of the existing resume writing certifications, however, are not "teaching" oriented programs — they only measure competency; they don't teach it. Instead of pursuing certification, you might instead take resume writing courses. Don't discount what you can learn by taking a really good course when it comes to resume writing. You might learn something that turns your entire business around.

As an unregulated profession, getting certification will make you look legitimate and may help you continue resume writing if ever certification becomes a requirement. You'll be ahead of the game. (I don't see the industry ever being that regulated, however, that a certification will be required.)

While it's true that some clients will be impressed by a resume writer who took the time and invested the money to become certified, it's also true that many won't even ask. And, because of the large number of certifying bodies and credentials offered, probably 99% of clients don't know the difference between a CPRW and an ACRW. But showcasing your certification (and educating prospective clients about the process involved in certification — especially the benefit to them from working with a certified writer who is committed to continuing education and knowledge development) can be something that sets you apart from other resume writers.

Ultimately, to be successful in resume writing, you don't need a certification. What you do need is:

• An understanding of different types of career document writing (resume, cover letter, LinkedIn profile, bio, etc.)
• Strong listening skills and the ability to gather information from clients effectively (whether through questionnaires, review of previous client documents, client interviews, or a combination of these).
• Solid insight into the hiring process and how employers review resumes and assess candidates.
• Knowledge of best pricing and billing practices (you won't stay in business long if you can't figure out how much to charge, and how to collect from clients!)
• Understanding of tax and legal obligations, including structuring an effective contract
• Proficiency in technology — with a focus on Microsoft Word
• The ability to plan and implement marketing techniques to attract clients
• A commitment to continuing education (this industry is always changing!)

What do you think about certification?

Starting a Side Business as a Resume Writer

Many resume writers get started in self-employment by launching a part-time resume writing business in addition to their full-time "regular job."

If you've been thinking about starting a resume writing business on the side, here are some ideas to get you started.

• Capitalize on your skill set. 

When you start a resume writing business as a part-time venture, you may not want to be a "full-service" shop. So look at the small components of the business, and figure out how you want to work. How can you get a resume writing business started using your natural abilities and as little financial capital as possible?

For example, the component pieces might include:

• Actually writing resumes (the full experience, including client interviewing/questionnaires)
• Reviewing resumes and editing/revamping them (not rewriting).
• Serving as an editor/proofreader for other resume writers
• Writing resumes as a subcontractor for other resume writers
• Get clients and subcontract out the actual resume writing
• Focusing on LinkedIn profile writing for folks with existing resumes
• Providing LinkedIn profile overhauls (new headline & summary only)
• Conducting interview training and/or salary negotiation training for jobseekers
• Connecting jobseekers with resume writers

• Assess your specific situation.

These factors might influence what services you decide to provide:

• How much time do you have to devote to your part-time business? If you only have 1-2 hours a day, providing a simple service might be best.
• What is your specialty? Do you like to write? Coordinate? Edit? Proofread? Manage clients?
• How much money do you want to make from your part-time business?

The easiest way to determine a direction is to do a little market research. Think about your prospective client and his or her needs. How can you best fulfill them? Have quick one-on-one chats with people — friends, family, co-workers. Ask them what they need and develop your services around that. Watch trends in the news or on social media to see popular topics. Try to figure out how you can get in on earning opportunities by helping to address any of those trending issues.

To find clients, advertise via social media. Use popular social media sites to advertise your services (LinkedIn, Facebook, Twitter, even Craigslist).

Starting a part-time resume writing business is the easiest way to test the concept before you quit your "day job." But it's up to you to create a business that works for you and the clients you attract.

Four Ways to Get the Most Out of the National Career Summit Gold Package

National Career Summit Gold Package

I received an email Friday from a resume writer wondering if she should purchase the recordings for The National Career Summit. I told her that ultimately, that decision was up to her, but I had some ideas for how to use the content to increase her return on investment (ROI). I thought I'd share these thoughts with you too, because there are only two days left to buy the recordings at 80% off their regular price.

Here are some ideas on how you can use the recordings from The National Career Summit:

• For your own training/education. As resume writers, I believe we need to invest in our learning, so we can stay on top of cutting-edge strategies to help our clients. I try to attend at least one resume writing conference each year (you can read my thoughts on that here), plus there are dozens of opportunities to attend virtual sessions (the NRWA telesummits, Wendy Enelow and Louise Kursmark's E-Summits, The Academies' Virtual Bootcamp, etc.). With 30 sessions featuring the top industry leaders (Martin Yate, Laura Labovich, Miriam Salpeter, Louise Kursmark, Lisa Rangel ... and on and on ... that's about $3 per session. That's an unbelievable price. Heck, I'd pay $97 EACH to learn from almost ANY of these speakers for an hour! But you can also use this information to help your clients. 

Here's how:

• For ideas for content to attract prospective clients. (No, you can't share the recordings.) But you can listen to the recording, then look at the session description (especially the "take-aways"), and write blog posts covering the main points. Or post on social media (be sure to credit the speaker, and mention "from The National Career Summit," when possible -- including your affiliate link for readers to purchase the Summit recordings and/or book). Or write a review of the book on your blog and/or social media and include the book link (it's just a $20 purchase)

• To educate your existing clients. Show how you are committed to continuing education (see bullet #1!) by sending a series of emails to your client list with key takeaways on the subject — including your own thoughts! — again, with an affiliate link to the book or the Gold package, and your contact information. These types of keep-in-touch emails can stimulate repeat business and referrals.

• To increase your profile on social media. Take a quote from a session (again, crediting the speaker and The National Career Summit), and Tweet it, do a Facebook business page post on it, or post it on your LinkedIn status. If you want to get even more mileage out of it, hire a designer for $5 on Fiverr.com to turn it into a graphic (an image and the quote) and it might even go viral on Facebook. Even better, make your post something interactive. Like "Author Wendy Lipton-Dibner says you really have to WANT a job to invest time/effort to get it, and that your motivation to land the job will increase if it's difficult to land. Is this true for your job search? Have you invested the time/energy to secure your dream job?" Many of the session presenters include quotable statements or statistics in their presentations.

However, if you're not planning on investing the TIME to go through and listen to the audios (at least the ones you think are the most relevant to the clients you work with, or the prospective clients you want to attract) — and then do something with the content (even if that's just taking notes for yourself and thinking through how these concepts can be applied to your work), then don't buy it.

Due to schedule conflicts, I was only able to listen to four of the sessions live (the sessions were free if you listened live), but I found the content to be so valuable from just those four sessions that I personally purchased the Gold package myself. There were a few sessions that aren't applicable to the clients I work with, but there were enough that were that I made the investment. (Plus, I wanted the print book you receive with the purchase of the Gold package, "101 Great Ways to Compete In Today's Job Market.")

If you want to check out what you get with the Gold package, click here:
The National Career Summit Gold Package

But remember, the special price of $97 (80% off the regular price of $497) is only valid through today (November 25, 2013). And that includes a copy of the printed book, shipped directly to you. That's a $20 value itself. So if you're going to buy the Gold package, I suggest you buy it now!

Why Have a Facebook Business Page For Your Resume Writing Business?

Why should your resume writing business be on Facebook? Because that's where the people (and prospects!) are! Both Facebook and Mashable put monthly Facebook visitors at 1 billion, from December 2012 to February 2013. 

Visitors spend an average of 28.8 minutes per day within Facebook’s portals, hanging out with friends and acquaintances, and looking for entertainment or news. Its daily reach is an enormous 43%, with use and popularity still on the rise.

But wait – just because it’s the most popular social network in the world, is that any reason to use it for business purposes? Isn’t it primarily social? Won’t your voice get drowned out amid all those millions of users?

Great questions. Let’s see exactly what Facebook can do for you and your resume writing business – and why you should use it for that purpose.

Facebook is a Community
For a staggering number of people, posting their daily status update and seeing who has replied to previous posts is the most important action of their day – whether or not they openly admit it. And that goes for some surprisingly outgoing people, totally busting the supposition that Facebook is for introverts. (One survey last year revealed that people rank Facebook friends on a par with their local, immediate friends.)

Facebook is here to stay. It is a part of our times. But what does this friendship connection mean to business?

Mainly that people nowadays do not buy on product value alone: They buy on the basis of social proof. Google states that 70% of American consumers don’t purchase until they’ve read formal or informal reviews.

As far back as 2010, Ecoconsultancy stated: “81 percent of respondents said they'd received advice from friends and followers relating to a product purchase through a social site; 74 percent of those who received such advice found it to be influential in their decision.”

Facebook Is Where The People Are
Facebook is part of almost everyone’s day. Stats site Alexa.com shows it as reaping approximately 139.2 million visitors per month – and that’s in the U.S. alone. (Mashable put monthly visitors at 1 billion in a February 2013 infographic.) 

Did you know that 82% more visitors visit Facebook from outside the U.S.? It’s the world’s most popular social community… with the longest engagement time per visit at an average of 28.88 minutes per person. When you stop and actually visualize this, that’s an astonishing thought. (For example, one documentary on Mongolia showed two young Mongolian schoolboys accessing Facebook in their felt-covered Yurt.)

There is no point writing about a product on your blog on Monday mornings if 99% of your entire online net base (including subscribers) are busy chatting away on Facebook. Well, there’s a point – you can write a more in-depth product review or point out more benefits on your blog… but first, use Facebook to drive people to that carefully crafted blog post.

Facebook Pages Are Versatile
You can do all sorts of things to help enhance your business branding. You can customize the Cover background, insert your Profile Photo, write a powerful “About Me” blurb. (That’s just for starters.)

Facebook Pages integrate with other social networks, via apps. You can add Facebook apps – and then make those apps appear as a menu choice by creating custom 111 pixel X 74 pixel tabs for your apps.

For example, here’s an easy way to install the Pinterest tab on your Facebook Page – just visit Woobox and click on the “Install Pinterest Tab” button.

This is what a Facebook App Tab looks like…

From your Facebook Page, you can also:

• Run contests 
• Feature quizzes, surveys and polls 
• Feature your website URL in your “About Me” section 
• Gather “Likes” 
• Claim and operate under your vanity URL, making it easy for your Page – and business – to show up in Facebook search results 
• Install custom app covers to your tabs, showing anything you like 
• Run sponsored posts 
• Watch people share your posts (and sponsored posts) – unsolicited! 

And that’s just a taste of Facebook power!

Like this? Check out "15 Quick and Easy Ways to Get New Resume Clients From Facebook."

How to Create an Awesome "About Us" Page For Your Resume Writing Business Website

When creating your "About Me" or "About Us" page on your resume writing business website, you must remember that this is part of building your brand. It is your chance to tell your story to potential and current customers. It’s also a chance to tell your story to people who might want to partner with you in the future (for example, career coaches, therapists, recruiters, etc.). Most website visitors click on the "About" page. Some experts suggest that over 80 percent of all website visitors look at and read the about page. It’s important that you use this real estate to its full potential.

Making a great "About Us" page is as easy as answering these six questions: Who, what, when, where, how and why.

1. Tell the reader who you are. Your clients and potential clients want to know exactly who you are. Let them know. The trick is to tell them, while remembering who you are talking to. Knowing who your target audience is will help you tell your story.
2. Tell the reader what you do. Be clear about what exactly it is that your business does for its clients and customers. Remember that they don’t really want to hear that you write resumes — they want to know if you can help them get interviews! What problem do you solve? Answer that.
3. Tell the reader why you do what you do. Part of your reason why, is to solve the problems that your clients have. But there is more to it than that. It can be very personal to you about why you decided to offer your products or services to others.
4. Tell the reader when you started doing it. By giving the details about when you started doing what you do, you will eventually establish your longevity, but even if you just started, it’s good to share where you are in your journey with your readers. Describe how you came to became a resume writer.
5. Tell the reader where you are. It’s perfectly fine to mention your locality. Even if you serve people all over the world, be proud of where you are now and talk about it. Part of what makes your business what it is, is where you came from. You can also use the "where" to talk about where you fit into the careers space — for example, if your "area" of expertise working with financial services professionals?
6. Tell the reader how you solve their problems. This has been mentioned throughout these seven tips, but it can’t be said enough: Customers want to know what’s in it for them and your "About" page is a perfect place to tell them. After all, to the client it’s all about them, including when it’s about you. 

Once you develop a great “about us” page, you can use the information you created there for many other marketing materials. The information can be in the form of a brochure, and some of the information can be expanded to be included in various blog posts, articles, and social media updates. You can expand your brand in a consistent manner across all marketing channels as you develop your branding narrative.

Why YOUR Resume Writing Business Needs a Business Plan

I've owned my resume writing business for 17 years, and I still use my business plan. Well, it's not the same business plan I wrote in 1996. I refresh it every few years (because things change), but it's helpful for me as a self-employed entrepreneur to have a master plan to work off of.

For most self-employed folks, business plans are an essential element to starting and running a successful business. It doesn't matter if your business is large, small, online or offline — having a solid business plan is a key indicator of future success. The part of the business plan that is helpful is that a business owner is forced to study the market, develop products and/or services for that market, and then use the figures discovered to determine in advance whether or not the idea has a chance of success. You can also benchmark your progress against your business plan. I love the phrase, "What gets measured, gets done." If you're projecting $4,000 in revenues this month for your resume writing business, and it's November 14 and you're only at $1,300, you know you have some work to do!

What Should Be In Your Business Plan

Believe it or not, you can write a one-page business plan that will be effective. I'd recommend adding a bit more detail, but starting somewhere is critical.

Your business plan should include the following components and cover 3 to 5 years of projections:

• Executive Summary. This is first, but it's written last because it is simply a summary of all the major points below. This usually covers less than two pages. For some small resume writing businesses, this one page is enough to help you get started on the right foot.
• Company Overview and Description. Describe your company's mission, unique differentiators, and the opportunity you are filling. Describe what gives your company an advantage, and describe everything you can about management and operations.
• Market Analysis. Include a study of your competition, describe your customers and your industry as a whole, and how your business will measure up to each area that you cover. This is where you identify your target audience down to a specific persona. (Sign up to receive the "Profile of a Professional Resume Writer" special report for some competitive data to use in your market analysis.)
• Service or Product Descriptions. Detailed descriptions of the resume services you will provide (updates, new resume development, LinkedIn profiles, bios, cover letters, etc.) and products you will sell (ebooks, membership programs, DIY courses, etc.). Describe your products and/or services and who exactly will be using them.
• Sales and Marketing Strategy. How will you get the word out to potential clients? Describe in detail each and every aspect of sales and marketing, including what type of payment systems you will use (merchant account? PayPal? Shopping cart software? Authorize.net?). Also describe how you will market, such as via social media, print advertising, television and more. The little details matter!
• Financial Review and Projections. Your current finances should be included, such as your income statement, balance sheet, cash flow statement, and budget. You should also include probable income projections based on projected future sales.
• Plan of Action. Include a step-by-step plan of action to make each of your objectives and goals come to fruition. Including a time line of actions is helpful. Start from the projected date of opening and work your way backwards until today to create a realistic plan.

Taking the time to prepare a business plan will save you a lot of work later down the road. You might even avoid serious problems through analyzing the marketplace on paper, creating an environment where your business will be able to overcome serious errors before actually committing them. By doing your due diligence you'll set yourself up for success. You know the saying, "Failing to plan is planning to fail."

If you're looking for a great resource for business planning and goal setting for your resume writing business, check out "Ready, Set, Goal: Business Planning and Goal Setting for Resume Writers."