Newsjacking the Presidential Election

In our "Feed the Media" series, Sean and I talked about newsjacking:

The term was coined by author David Meerman Scott.

Today, Adam Zajac of Vocamotive Inc., published a great example of how to newsjack the presidential election coverage -- tying his resume writing services into a current event.

He published "What To Do When Your Resume Needs a Little Work" on Buzzfeed. It features fictionalized resumes for presidential candidates Donald Trump and Hillary Clinton.

Here's the one he wrote for Donald Trump:

© Copyright 2016, Adam Zajac, Vocamotive, Inc.

Here's the one he wrote for Hillary Clinton:

© Copyright 2016, Adam Zajac, Vocamotive, Inc.

He presented both samples as "WHAT NOT TO DO" -- which I think is smart, although I would have gone a step beyond the content and provided some editorial guidance that relates to WHY those are "don'ts" on the resumes -- for example, the dates on the education section, the lack of strong accomplishments, and the presence of the candidate's photos on the resumes.

What makes this article work:

• He doesn't pick a side. He's equally hard on both candidates in the content of the resumes. This wouldn't work if he did it only to satirize Donald Trump, or if he only did Hillary Clinton's resume. In that case, you're only appealing to half your audience, AND you run the risk of alienating potential customers.
• He picked the right time. The right time to newsjack is when the topic is at the top of everyone's mind. You don't float a story about lying on resumes unless there's a story in the news already about someone who lied on their resume. In the same vein, this close to the election is the perfect time to satirize the candidates' qualification.
• It's funny. If you read the resumes, they're pretty spot-on in terms of their parody. He did his research and has the facts right (educational credentials) while making fun of some of their more controversial "qualifications."

The version of the article that is currently up on Buzzfeed is Adam's second attempt. Buzzfeed has a "user-submitted" section, and he originally published a version that included a flier that gave soon-to-be unemployed politicians a discount on their resume services. I thought this was brilliant (and could be the subject of its own article after the election), but you have to remember that the first part of "newsjacking" is news. It's self-promotional without being overly self-focused. You can still promote yourself as a resume writer (and draw attention to yourself/your resume writing business) but without directly selling your services. He had to remove the flier promoting his services in order for the article to be re-published.

Take note: This same concept could be used to create a parody resume for fictional characters, like Santa Claus or the Easter Bunny.

Or, remember, you can newsjack almost any employment-related topic. For more information about David Meerman Scott, check out the fifth edition of his book, "The New Rules of Marketing and PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly."

David Meerman Scott also teaches a course on Newsjacking.

What Does "EVERYTHING" Include?

As you may know, I run a membership site for professional resume writers that provides them with done-for-you content they can use with jobseekers. I offer an "EVERYTHING" membership for new members (or those who may not have been a member since the very beginning). It unlocks the Pass-Along Materials "vault" with more than 50 content packages -- everything your jobseeking clients need to know to help them in their job search. One amazing thing about the EVERYTHING access is that you also get the Pass-Along Materials that aren't available for sale. And, you get access to all the Special Reports too, dating back to 2012.

Here's the full line-up (as of October 2016):
Getting Started With LinkedIn In Your Job Search
Jobseeker's Guide to References
Jobseeker's Guide to Salary Negotiation
Jobseeker's Guide to Online Reputation Management
What To Do Next With Your Resume
LinkedIn Resources Bundle
Jobseeker's Guide to Leaving Your Job
How to Give and Get LinkedIn Recommendations
Position Yourself to Get the Job
Jobseeker's Guide to Applicant Tracking Systems
Brag About It
Jobseeker's Guide to Working With Recruiters
Jobseeker's Guide to Networking Your Way to Your Next Job
Jobseeker's Guide to Virtual Interviews
Jobseeker's Guide to Understanding Employment Law
So, You Got Fired (Or You Think You're About To Get Fired)
Jobseeker's Guide to Developing a Brag Book
LinkedIn Profile Update Delivery Document
Jobseeker's Guide to Getting the Job Offer
Frequently-Asked Questions About Job Offers
Your 2014 Career Roadmap
Jobseeker's Guide to Avoid Getting Ripped Off or Scammed In Your Job Search
How to Answer Six Common Questions Jobseekers Ask Resume Writers
Jobseeker's Guide to Informational Interviews
Jobseeker's Guide to Connecting With a Hiring Manager
Jobseeker's Guide to Creating a 30-60-90 Day Plan
Client Management Forms
Jobseeker's Guide to a Confidential Job Search
What To Do When Your Job Search Isn't Working
What Do Jobseekers Need?
When to Hire a Reference Checking Service
Tweetable Tips
Social Media Audit for Jobseekers
The Social Job Search: Jobseeker's Guide to Developing a Social Media Plan
The Jobseeker's Guide to What To Do After the Job Interview
Jobseeker's Guide to Applicant Tracking Systems
LinkedIn Client Resources Bundle
How to Know When It's Time to Make a Job or Career Change
Developing Your Personal/Professional Development Plan (PDP)
Jobseeker's Guide to a Modern Job Search
Job Search Letters (Letters of Acceptance, Refusal, and Resignation)
Jobseeker's Guide to Cover Letters
Jobseeker's Guide to Comparing Job Offers

PLUS, these Pass-Along Materials content packages that are not available for purchase:
• Job Search Advice: 365+ Ready-to-Go Tweets and Facebook Posts
• The Jobseeker's Guide to Preparing for the Job Interview
• Career Checklists: 100 Tips for Success In Your Job Search
• Resume Critique Form/LinkedIn Critique Form
• Jobseeker's Guide to Working With Your Resume Writer
• Job Search Jump-Start 30-Day Challenge
• Positive Encouragement for Jobseekers -- Tweetable Tips
• Finding a Job During the Holidays AND 7 Things To Get Ready For Your Job Search
• Client Management Forms -- Prospect and Client Communication
• Why You Need a Resume
• LinkedIn 30-Day Challenge
• Client Frequently-Asked Questions
• 2016 Career Planner
• Managing Your Career Brand Ready-To-Go Workshop
• Career Checklists 2: 100 More Tips for Success In Your Job Search

Special Reports:
Resume Writer's Online Marketing Guidebook
Making Money Writing Ebooks
Introduction to Social Media in Your Resume Writing Business
Resume Writer's Guide to Article Marketing
Resume Writer's Guide to Profiting From Speaking: How to Use Teleseminars, Webinars, Workshops, and Seminars to Attract New Clients and Generate Revenue
Feed the Media: How to Get Free Publicity For Your Resume Writing Business
Capture Clients with Content: Use Information to Attract Resume Clients
Ready, Set, Goal: Business Planning and Goal Setting for Resume Writers
Securing Referrals: How to Get Other Resume Writers to Refer to You
Sell Your First Information Product in 72 Hours
Getting LinkedIn With New Resume Clients
There Is Only One of Me
Earning Six Figures as a Resume Writer

The Passive Income Project
Your Mindset Affects Your Money: How Attitude Can Amplify Your Income
Push Past Procrastination
15 Quick and Easy Ways to Get Resume Clients From Facebook
Do You Have a Book In You?
Brand Your Resume Business
Make Your Resume Business Better
Stand Out From The Crowd
Evernote for Everything: How Evernote Can Help You Manage Resume Client Projects, Remember Stuff, and Just Be More Efficient
Power Through Your Projects: Practical Strategies To Get Things Done
Attract Your Ideal Resume Client
Marketing Your Resume Clients With Stories
Writing Better Headlines for LinkedIn and Client Resumes
Membership Site Ideas for Resume Writers
Pricing Your Resume Services for Maximum Profit
Google Hangouts: Create Relationships, Cultivate Revenue, and Collect Referrals
Stepping Stones to Success: Taking Stock, Finding Your Focus, and Creating Your Action Plan
First Call Questions: Questions for Resume Writers to Ask Prospective Clients
What Should I Write About? Tips for Topics for Blog Posts, Articles, and Social Media Content for Resume Writers
Spring Clean Your Resume Business
Easy Ways to Boost Your Credibility As a Resume Writer
Three Systems for Six-Figure Success in Your Resume Writing Business
Follow Your Passion: Discover Your Purpose
Resume Writer's Guide to Selling Premium Packages
Best Year Ever
Telling The Story Of You
Connect With Clients Through Content
What To Write About On Your Website
So, You Want to Write a Book
Resume Writer's Guide to Getting Unstuck
Productivity Hacks for Resume Writers
Newsjack Your Way to New Clients

It's more than $1,000 in content that will help YOU and YOUR CLIENTS.

If you're interested in getting EVERYTHING, or have questions, email me!

Career Professionals: Are You Making These Mistakes With Your Social Media?

On our "Social Media Strategies" call last month, Sean asked me to come up with the "Biggest Mistakes Resume Writers Make On Social Media."

Here is an excerpt of four items from that list of mistakes.

Sean asked me to handle the part about the biggest mistakes that résumé writers make because, again, this is an area that I have not only a lot of interest in -- but I also analyze a lot of what those of us who are posting on social media have done.

Mistake #1: Not Posting EnoughThe first mistake that I have seen is that you’re not posting enough. That’s one of those things that’s a hard thing to handle -- especially when you’re getting started, or you have a small following. You think, “Gosh, is it worth my time and effort to put that content out there, if nobody is reading it?” But the neat thing about social media is it has a huge shelf life. So even things that you have posted months ago or weeks ago you can always resurface that content as your audience continues to grow. Not posting enough is probably the biggest mistake.

Aligned with that is not prescheduling content. I talked before we started the call recording, a lot of us obviously wear a lot of hats, and so I know when I get busy with working with my actual one-to-one resume clients, the stuff that suffers the most is my marketing -- my blogging, my social media posting -- so one of the things that you can do is if you’re finding yourself in a slow period, go ahead and preschedule content. I use Hootsuite -- as well as Facebook’s native ability to preschedule posts -- so that I have content that is out there on a more regular basis, otherwise I look up, and suddenly it has been a week and I haven’t put anything out there. Make sure that you are using your time and scheduling the content ahead of time when you’re not as busy, so that it is out there on a consistent basis.

Consistency in social media is probably one of those things that’s universally not done well. People tend to post a whole bunch of stuff and then they go silent -- and you just don’t want to do that, because Facebook in particular is going to penalize you, if that is the case. If you haven’t had a lot of engagement from your followers in a while, then they (Facebook) take your post out of the news feed -- and that’s what Sean is talking about in terms of organic reach -- the ability for you to reach folks who have raised their hand and said, “Hey, I want to get content from you, related to the job search.”

Mistake #2: Only Posting on Your Facebook Business PageAnother big mistake that I’ve seen — and I’ve seen it on both sides -- I’ve seen it as a mistake when people don’t do it and I’ve seen it be tremendously effective when people do it -- is when you only post on your (Facebook) business page. If one of your goals is to try and grow your Facebook following, one of the ways to do that is to get people who already know, like, and trust you as a human being, to follow your Facebook Business Page. So, cross posting some of that content — although not at the same time — that is also one of the mistakes — posting the same content, either on multiple pages that you manage or on your personal and business page at the same time, don’t do that.

But if you shared a resource over on your Facebook Business Page, then share that on that your personal Facebook page too: “Hey, I just wrote this blog post about the five biggest mistakes people make on their resumes” and put that on your personal profile, because for at least 99 percent of us, we are more likely to have more friends on Facebook than we have followers for our business page. 

One really effective way that you can grow your audience on your Facebook Business Page is to get some of those friends to follow you. I talked about this on the Get Clients Now program for the last couple years, the sources of new clients for established resume writers a lot of times are referrals, and it’s not just referrals from past clients-- it’s people that we interact with on a daily basis.

So, posting content on your Facebook business page and then sharing it on your personal Facebook page, or just sharing information about the work that you’re doing with clients on your personal page. 

I have seen several examples of resume writers who do this successfully — and it can be as simple as celebrating a win for one of your clients. Not naming them by name, not tagging them, but just saying, “just helped an accountant get her first job” if you’re working with someone who is new to the workforce, “helped this client land a $10,000 raise through interview coaching.”

Here's an example:

Celebrating and shouting out the work that your clients are getting in terms of results -- but putting that on your personal Facebook page so that folks know that you’re a resume writer. There are career industry colleagues that you would never know what they do for a living if you just looked at their personal page-- and maybe they are doing that intentionally -- but if it’s your goal to get more fans and followers and engagement and clients and all of those things, that’s a simple way that you can help increase your ability to get your message out.

Mistake #3: Talking AT Your Fans and Followers, and Not WITH Them
Another mistake -- and Sean mentioned this, too -- is the one-way conversation. A lot of times on social media, I’ve seen career industry colleagues who post a lot of stuff -- and then, when people comment on it, they don’t respond back. Just like with Facebook Live, you want to acknowledge when people send you stuff. Monitor your Facebook content to make sure that if people are asking you questions or are saying, “Wow, that’s a great resource” -- just acknowledge them, like their comment -- or, even better, comment back or say, “Hey, thanks for the feedback.”

All of those engagement strategies are going to help your content get organically boosted in people’s Facebook feeds going forward. Don’t look at it as just a one-way conversation; look at how you can encourage engagement. And, like Sean was talking about, with Facebook Live, we talked about having people submit questions. You can do that on your own Facebook page too. “Hey, I am working on a new resource on job interviews. What questions do you have about the job interview?” and then let people submit questions onto that post. It not only gives you better insight into what challenges and struggles people are having, but it also helps you identify particular clients that you might be in the position to help.

Mistake #4: Doing Too Much of One Kind of Content

The other thing is to mix up your content. Another mistake that people make -- and particularly when you’re talking about pre-scheduled content -- is that they focus primarily on text-based posts, because obviously those are the easiest, in terms of creating the content. But you really want to have a mix of text posts, videos, and picture posts. 

I know a lot of you guys use the BeAResumeWriter.com Pass-Along Materials and quote those directly. 

I just saw a perfect example today Sterling Career Concepts took one of the excerpts from a Pass-Along Materials content and made it into a picture post. So she took the text and just put it over a background and shared that content. Look at different ways that you can share the information in terms of not just doing static posts.

These are just FOUR of the mistakes I outlined for career services professionals.

If you're interested in learning what the OTHER mistakes are -- and the other information Sean and I shared in the training about growing your fans and followers, using analytics to get better engagement, and more, check out this special offer!

Get access to the Social Media Strategies training.

Why Content Is So Important to Attracting Resume Clients

From cave paintings to John Deer and even Jell-O, content marketing has been around for literally thousands of years. Anytime someone wanted to get the information out about anything, they could turn to content for the answers. Cookbooks are a great example of content marketing before the Internet. It was a list of products to buy. When combined in a particular way, it was delicious.

You could say the same is true for content marketing even today.

These days, content marketing is extra important because it's how you will get people to visit your website. It's also how you'll teach people about the issues that are important to them as a jobseeker, and hopefully turn them into a client.

• Digital Search Content. All content is fodder for search engine traffic. Search engines use the information on your blogs, websites, and social media to send your customers your way. They do this with the terms used in the content or in the "alt" descriptions.
• Social Media Content. Everything you put on social media is content. It doesn't matter if it's a meme, an image, words, a video, or something else; it is considered content. When you realize all that content encompasses, you quickly realize that yes, it is very important. It's not just a blog post or text; it is everything.

Content marketing can take on many shapes and forms. Some of these include:

• Blogs. These need to go out on a regular basis to help your visitors find your website. You can also write original guest blog posts sometimes to bring other audiences to you.
• Newsletters. These can be sent via email on a regular basis to keep your subscribers engaged and active.
• Magazines. Today, you can create an online magazine to help with marketing and informing your audience. Or seek out digital or print magazines that reach your target client.
• Podcasts. This is another way to put out information without having to type it. Instead you can record your thoughts and upload them to be listened to later. There are only a few podcasts on career topics, which is very surprising to me. There should be more. The breakthrough one will be the person who creates a call-in Q&A-type show like Dave Ramsey has for personal finance.
• Videos. YouTube is a great example of the power of video to get the word out about anything and teach others something that requires visuals.
• White Papers. These are long research documents that often compare and contrast the solutions to a problem discussed in depth. They are great for educating a wide audience without overtly advertising your solution. There's not enough independent research about career issues. Maybe you can be the person to change that.
• Ebooks. Using books to build your expertise is a great way to teach an audience about something that requires a lot of information. Today, publishing on Kindle is simple and free.
• Online Presentations. You can post PowerPoint slides on SlideShare.net and other presentation sharing sites as another way to keep your audience informed. Repurpose content by creating a short online presentation with its key points.
• Webinars. Growing in popularity due to their live nature and the way the audience can interact with the hosts, webinars are a very effective form of content. (Teleseminars are also still growing, due in large part because they don't require the user to understand technology. All they need is a phone.)
• Infographics. Often used on social media, infographics are a great way to help your audience picture important data visually.
• Games. If you can create an online game that teaches or markets some aspect of the job search to your audience, then you will have some really awesome content that gets results. (Let me know when you create this. I would love to promote it!)
• Branded Tools. Whether it's a job search app, a WordPress plugin or something else, creating a tool that your audience can use daily (even if ití' an old-fashioned planner) provides the type of content that will remind them that you're there.

As you see, content encompasses almost everything you do to market your resume writing business, inform people about your career services, and interact with people. That's why content is king. Content is the most important asset you own when it comes to digital marketing.

Make Marketing Your Resume Services Into a Game

As I mentioned in several emails in January, I participated in Jon Acuff's "30 Days of Hustle" challenge with the goal of increasing the number of Bronze members for BeAResumeWriter.com.

The theme for Day 25 was "Game On" and Jon talked about how to take your hustle and turn it into a game. He said "Games help you get momentum and distract you from the boring or difficult." Sounds like marketing your resume services -- right? It can be difficult to get started (getting momentum) and we sometimes think of marketing our services as boring or difficult (it doesn't have to be either!).

Jon said there are five elements to "gamify a task." These include:

• A limited time
• A small challenge
• A score
• An opponent
• A reward

I immediately saw a connection between gamifying tasks and the principles of the Get Clients Now® program, which I have been teaching for over a year now.

The full program is six weeks, but the "action period" is just 28 days (limited time). It involves setting a Program Goal for yourself -- a small challenge that you can accomplish within 28 days. You keep score using a Tracking Worksheet where you assess your progress towards your Program Goal AND how many of up to 10 tasks you completed each day. You have built-in opponents because you're participating in the program with between 3-11 other resume writing colleagues. Each week on the coaching calls, you get to report your progress and see how your results are measuring up against the other participants. And finally, there is the Reward! You set a Reward for yourself before you start the 28-day program.

Knowing that the program meets all the elements of a game makes it more fun! 

If you're interested in learning more about the program -- or enrolling in an upcoming session -- check out my upcoming sessions:

Get Clients Now! for Resume Writers and Career Coaches

Follow-up to Question: What Topic Do You Want to Learn More About in 2015?

One of the questions I ask on the Resume Writers' Digest Annual Industry Survey is: "What topic do you want to learn more about in 2015?"

In reviewing some of the answers, I see some answers that we've created resources for, so I've included some of the answers with links to these resources (training, special reports, and Pass-Along Materials).

Here's the answers:

• Marketing
• Retirement
• Sales, marketing, resume trends
• Passive income strategies
• Using social media to gain new business
• I want to earn a coaching certification
• Getting the sale
• SEO
• Navigating Applicant Tracking Systems
• Intake procedures (detail, not overview)
• Making the sale on the phone during first contact
• New formatting ideas
• Latest innovations in resume writing. ATS update.
• Need to overhaul my website (need help with that)
• Getting the confidence to ask for higher prices
• Managing challenging/needy clients that zap time/energy
• Recordkeeping
• Writing tips/strategies (tighter, results-oriented)
• Creating a website that will deliver streams of income
• Managing my business
• Resume layout/design
• Additional documents I can create for my clients to help increase the price of my packages
• Do Twitter and Facebook play any significant role for very senior executives in their career searches
• Client retention
• Creating an information product
• LinkedIn Profile Writing
• LinkedIn
• Changes in resume writing / ATS / digital resumes
• Always social media
• Already learning about case studies/writing white papers
• Generating leads/marketing
• New resume writing ideas, latest ATS information
• Managing communications -- I find it so easy to get distracted by email and phone calls
• How to sell my business
• Applicant Tracking Systems, LinkedIn
• Advertising
• LinkedIn
• Key problem issues among other resume services
• Interview coaching
• How certifications compare
• How to start meeting deadlines and get up and off my seat!
• Career transitioners and CVs
• Residual and passive income
• How to motivate jobseekers to use and apply the tools and advice I provide them
• Use of social media for job search
• Massaging the sales pipeline to close more sales
• Writing even better executive resumes
• LinkedIn
• Creating graphics for resumes
• Cover Letters
• LinkedIn and online presence
• Want to finish Get Clients Now and learn more about direct marketing in this arena generally
• The future of the resume writing industry, out-of-the-box ideas, scaling up the business
• Keeping up with social media changes, trends
• Career discovery
• Passive income that's not obnoxious to clients since so many people get blasted with daily emails
• How to create a more robust client experience
• Career management coaching
• LinkedIn profile writing
• How to start a membership site with little investment and grow it
• Getting more clients
• Email templates for rejecting clients
• Adding graphic design to my project work -- I notice lots of high-level resume writers using very complicated design work on their resume samples and if this is the "norm," I need to start incorporating graphic design into my projects
• Managing business growth
• Membership-based sites / products / passive income

How Do You Compare? 2015 Resume Writers' Digest Annual Industry Survey

The Resume Writers' Digest Annual Industry Survey is an opportunity for resume writers to benchmark their progress compared to their peers. The survey was first conducted in 2001. The 2015 edition of the survey was conducted from May 2015 into June 2015 and the results were reported in December 2015.

One hundred six resume writers contributed to the survey data. They spent an average of 11 minutes answering 21 questions in the survey.*

The results were compiled into the "Profile of Professional Resume Writers: Who We Are, What We Charge, How We Work" report. Career industry professionals interested in receiving a complimentary copy of the report can opt-in to receive it here.

Who Are Survey Respondents?
More than fifty percent of survey respondents are full-time, self-employed resume writers, including subcontract work. Twenty-two percent are self-employed part-time. Anecdotal evidence suggests many of those working part-time have full-time jobs in university career offices, as a recruiter, or working in human resources.

Ninety-one percent of those who took the survey are located in the United States.

The survey respondents are not "newbies." Only six percent of survey respondents have been in business for fewer than two years.

The pricing data reflects the "veteran" nature of survey respondents. Generally, resume writers who have been in business charge the most. (Those who don't charge enough to support themselves in their resume writing business generally leave the industry.)

Where We Work
Seventy-five percent of survey respondents report they work from a home office, with another 14 percent having both a home office and a business office. Only eight percent work from a business office (not located in a home), which is a stark contrast from the early years of the Resume Writers' Digest Annual Industry Survey, when a home-based resume writer was the rarity.

The number of resume writers who work with clients virtually has steadily increased over the past few years. In this year's survey, 31 percent of resume writers say they only work with clients virtually. Forty-five percent say they work with clients in person and/or virtually, with another 13 percent who say they meet with clients in person, either at the resume writer's home or office.

The number of resume writers who use a combination of a phone consultation and questionnaire to gather information from clients has risen slightly from the previous survey. Thirty-five percent of survey respondents report using this combination (up from 33% in 2012), while 21 percent only use questionnaires (up from 16 percent in 2012).

Services
The survey revealed that participants write an average of three resumes a week -- a number that has been fairly consistent over the past few years in the survey. Writers reported spending an average of 24 hours a week on resume development (including client consultations, research, writing, and finalization) -- the same number as in the previous survey.

The busiest month, according to the survey, is January, followed by September. In the previous survey, February was the second-busiest, with February, March, and April tied for third.

Let's Talk Pricing
The most common hourly rate cited was $150 in this year's survey, double the number in the previous year's survey ($75 in 2012 data, compared to $50 in 2010 and 2011). The hourly average this year is $105.64, a 14 percent increase from $90.87 reported in 2012, and up from $83 an hour average in 2011.

The average reported price for a resume and cover letter in 2015's survey is $603.82, which is up almost 20 percent over 2012's figure ($478 in 2012, which was down slightly from 2011's figure of $11). The most frequently-cited amount charged for a resume and cover letter was $350, which was up from $300 in 2012's survey data.

LinkedIn profile development services are becoming a bigger part of the "average" resume writer's typical sale, followed by preparing additional resume formats (ASCII and PDF), creating references pages and other supporting documents (thank you letters), and brand development services. Social media profile development (outside of LinkedIn) has declined since the 2012 survey.

How Resume Writers Attract Clients
Marketing is often listed as one of the top challenges of resume writers, so it can be useful to learn how other resume writers secure their clients:

• Referrals – 17% (18% in 2012)
• Website – 13% (16% in 2012)
• Social Media (LinkedIn, Facebook, Twitter) – 13% (7% in 2012)
• Directory of Professional Resume Writers on Professional Association Websites – 7% (same as 2012)
• Networking – 7%
• Organic Search (not paid ads) – 6%
• Community Outreach/Unpaid Speaking Gigs – 3%
• Strategic Alliances – 3% (5% in 2012)
• Recruiters – 3% (5% in 2012)
• Public Relations/Being Interviewed – 2%
• Blog – 2% (4% in 2012)
• Yellow Pages – 2% (5% in 2012)

The percentage of resume writers reporting they get new clients via their website is down three percent from the previous survey, while LinkedIn (and other social media) is up six percent. Yellow Pages advertising, not unexpectedly, has declined from five percent to two percent. Strategic alliances are down from five percent to three percent. Recruiter referrals also dropped three percent from 2012's figures. Blog traffic as a source of new clients also dropped from four percent to two percent.

Networking -- not surprisingly -- is a good source of business, generating seven percent of business. Unpaid speaking engagements and community outreach account for three percent of new clients, and public relations/publicity generated another two percent.

Certification and Training
Most resume writers surveyed are a member of at least one professional association. Memberships included:

• The National Resume Writer's Association – 14% (15% in 2012)
• Professional Association of Resume Writers and Career Coaches – 13% (14% in 2012)
• BeAResumeWriter.com – 13%  (same as 2012)
• Career Thought Leaders – 13% (8% in 2012)
• Career Directors International – 9% (11% in 2012)
• Resume Writing Academy – 8% (6% in 2012)
• The Academies – 5% (4% in 2012)
• National Career Development Association – 4%
• JibberJobber.com – 3% (4% in 2012)

Membership figures have stayed pretty consistent from the 2012 survey. (We consider the "traditional professional associations" to include the NRWA, PARW/CC and CDI, while the other organizations listed provide training and other membership benefits, but are not traditional professional associations.)

Forty-four percent of survey respondents report they are certified as resume writers, with another 10 percent saying they have a coaching certification. Twenty-five percent report they are dually certified in resume writing and career coaching, while 20 percent are not certified.

Resume writers: Like the information you've read so far? Opt-in to receive the full report here. 
The full report also includes a "Profile of the 'Average' Resume Writer" and additional resources for career services professionals.

* Note: The survey is a voluntary report from participating resume writers and is not considered statistically valid.

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Read these blog posts about previous Resume Writers' Digest Annual Industry Survey results:

• 2012 Resume Writers' Digest Annual Industry Survey (published 2014)
• 2011 Resume Writers' Digest Annual Industry Survey
• First Look: 2010 Resume Writers' Digest Annual Industry Survey
• 2008 Resume Writers' Digest Annual Industry Survey Results
• Resume Writers' Digest 2007 Industry Survey
• Industry Survey 2004
• 2003 Industry Survey Results
• Profile of Professional Resume Writers - 2001-2002

The Definition of Insanity

I've been having an email conversation recently with a resume writer who has been plagued with a PITA (Pain-In-The-A$$) client who is leaving negative reviews on her Yelp page. (I've written before about how to combat negative reviews here.) 

She reached out to me because this past client has been disparaging her on Yelp because she denied him a refund (and he lost the dispute with his credit card company about it) and Yelp is now showing this negative review exclusively on her page (and hiding all of her "good" reviews). We talked through some strategies for handling that, but the bigger issue is that she has expressed continual frustration with the prices she can charge in her area and PITA clients.

My advice to her is: STOP FOCUSING ON REVIEWS. "Live by the reviews, die by the reviews."

The definition of insanity is doing the same thing over and over again, and expecting different results. One of her top sources of clients is people who find her online using sites like Thumbtack (or Angie's List) and Yelp. As I explained to her, clients who find you through Google these days are the equivalent of clients who would find you through the Yellow Pages 5-7 years ago. ("Good" clients could be found through the Yellow Pages at one time, but that hasn't really been the case for me for about the last 10 years.) They often don't understand the difference between a $75 resume and a $750 resume. They're more likely to be tire-kickers or try to talk you down on your prices.

My message to her is: The first step is recognizing the problem. The second step is admitting you have a problem. The third step is doing something about the problem!

Instead of worrying about negative reviews online, I advised her instead to spend her time and effort cultivating prospects and referral sources. I had previously recommended the Get Clients Now! book to her as a system to help her organize and implement her marketing efforts.

In her most recent email, she expressed frustration that clients in her area (including executives) weren't willing to even pay $265 for a resume and cover letter. (The national average for a resume and cover letter is around $500, according to the Resume Writers' Digest Annual Industry Survey.) I told her:

I can assure you that there are prospective clients in YOUR AREA who are going online and paying $500+ for a resume and cover letter from a resume writer in another state. You offer more personalized service (FOCUS ON THIS!!) and there's no reason why you can't attract them. You're not going to find them on sites like Thumbtack, and many of them aren't going to find that Yelp review. Clients who find you through a Google search (that's today's version of the Yellow Pages) are more price-sensitive and are more likely to be PITAs.

When you rely on hoping prospective clients find you -- rather than attracting your ideal clients -- you're likely to find yourself working with clients who see you as a commodity, rather than an expert resource.

From teaching six sessions of the Get Clients Now program (five of them specifically for resume writers), the top sources for GREAT clients are:
1) Referrals from past, satisfied clients
2) Relationships with hiring managers and recruiters who will refer clients (most without expectation of a referral fee)
3) Speaking engagements you do (not on resume writing, but on other aspects of the job search -- LinkedIn, for example)
4) Writing (blogging, writing articles, guest posting, publishing content on your own website)
5) People who you know in your day-to-day life (friends, family, neighbors, etc.) who know what you do and refer people they know who need job search help

So, in order to attract better (higher quality, higher paying) clients, you need to:
1) Identify your ideal client
2) FIgure out where they "hang out" (online and offline)
3) Provide information/resources that make you a valued resource (to increase your "know/like/trust" factor)
4) Make it clear how you can help

As a homework exercise before folks start the Get Clients Now group training with me, I ask them to track how they've gotten their clients in the last 30 days. I want you to do that, but I want you to take a step further. Look back at your five favorite clients to work with. Figure out how you got them. Are there any lessons in that for how you can attract more clients like them?

As you work to attract more of your ideal clients (at a higher pay rate than what you're getting now), you'll get out of the cycle of burnout and frustration. But it doesn't happen overnight, and from now on, you must dedicate yourself to 100% quality and meeting every deadline. I don't care if these clients review you on Yelp or not. If they're happy, they will tell others. (And you will TELL them to tell others!)

The definition of insanity is doing the same thing over and over again and expecting different results. Your resume writing business can get better, but you have to decide what you want, and then act on it.

Are you ready to do something different?

Q&A: Starting an Email List

I like to answer questions from my tribe! In today's blog post, I respond to a reader who has a question about starting an email list.

Question:

I've been doing some Internet research regarding email marketing. MailChimp says I have to ask permission before I send email marketing. How do I do that? (I'm not using them - I'm going to do it myself) Do I send a first email saying in the subject line: "Asking permission to email monthly newsletter - NO email marketing service used"?

Another question: It has been suggested that I put a privacy policy right up front. Is the following enough? 

Privacy policy: I am not using an email marketing service - I am distributing the monthly email newsletter myself. There will be complete confidentiality. Your email will not be given to anyone. Please let me know if you're interested in receiving it. Below is what you will see.

Answer:
I'm thrilled you want to start using email to market/communicate! It's one of the most valuable tools you can use to generate repeat business, referrals and even new clients!

You want to get people to opt-in to your email. I believe you actually SHOULD be using an email marketing service -- doing it yourself (i.e., copy-and-pasting email addresses into a BCC list) has two major disadvantages: 

1. lower deliverability of email messages (some email systems associate the BCC method with spam and will block messages from you -- not just the bulk ones, but they'll "blacklist" your email address and when you try to individually email these clients later, the message may not get through. 
2. You won't know who opened your email messages. All email marketing systems track "open rates" -- and while they're not infallible (people have to either click a link in the email or click "load images" to be registered as an "open,"), knowing which of your messages are enticing people to read them is valuable information. (Imagine if our clients could send their resumes this way, and they'd know if their resumes were actually being "opened" and read! I'm sure that day is coming! *smile*)

Okay, back to opting in. The best way to do this is to invite people to JOIN your email list. But it's not like the old days (5-10 years ago), when you could say, "Sign up to get my email newsletter!" and people would join it. No, people want valuable information in exchange for giving up their email address, and a "monthly newsletter" isn't enough of a draw. The easiest way to get them to sign up is by giving them a valuable special report. A lot of my BeAResumeWriter.com Bronze members adapt their Pass-Along Materials for this purpose. Another advantage of using an email service is that it automates the opt-in and delivery of the freebie. 

YES, you can send an email to each of your current clients, but I wouldn't use the subject line "Asking permission to email monthly newsletter." Instead, I'd tailor it to your bonus. For example: "Follow-up to resume services: Making more in your next job." This one-to-one email can be sent to each of your clients you've worked with (and, on an ongoing basis, to each client you work with in the future, after you send their resume documents). The email would have a link to opt-in to the email list AND when they sign up, it AUTOMATICALLY sends them the link to download the special report. (And they're added to your email list.) That's the basis of permission-based marketing.

If you want to use your email list to generate prospects (not just communicate with existing clients), you can also add the opt-in box to your website and social media profiles. You use it the same way -- you offer a valuable opt-in incentive (it can even be a DIFFERENT one for prospective clients vs. existing clients!) and you put an opt-in box on your website, blog, Facebook business page, etc. to get people to opt-in to receive it (and thus be on your email list). Most of the email marketing services will also include tools that allow you to spread the word about getting on your list (including "forward this email" buttons and links to your social media profile tools).

Many of the services also allow you to upload lists but ONLY do this if you have the permission of the people to add them! For example, if you have a booth at a job fair, you can offer to send them your salary negotiation guide if they put their name/email on your sign-up sheet. Then, you can enter those names into your email service database manually and it will both send them the guide AND add them to your email list.

As for WHAT to send to folks once they're on your list, make sure you follow the 80/20 rule. Eighty percent of your content should be valuable career-related information (without sales tactics) and 20% can be promotions/advertising -- whether that's for your own services or affiliate products/services. You want people to STAY on your list, so make sure you're communicating with them REGULARLY (at least once a month) and giving them valuable information.

But that brings me to reason #3 to use an email marketing service: automatic unsubscribes. The #1 rule you need to follow in email marketing is actually a LAW -- the CAN-SPAM Act defines email marketing. If someone asks to be taken off your list, you need to do that. And it's easier to allow them to unsubscribe themselves (ALL email marketing programs have this option built-in to each message you send) than to manage getting the replies to you one by one by one. Here's the CAN-SPAM Act guidelines:

https://www.ftc.gov/tips-advice/business-center/guidance/can-spam-act-compliance-guide-business

The #4 reason to use an email marketing service is they offer you pretty templates you can customize when sending the information. Instead of a plain email message, you can incorporate a "theme" template -- customizing the colors and fonts to match your business logo/colors. Once you set up this template, you can use it over and over again, making it easy to send your monthly messages. 

All in all, email marketing services offer some major advantages over sending messages yourself. And frankly, most people don't actually MIND that you're using an email marketing service to manage your list. The messages look more professional, getting on and off the list are easy, and they still can be personalized (you can set up your messages so they drop in the recipient's first name in the subject line or in the body of the message itself).

And they're not too expensive. (EVERY resume writer I've worked with on this has said their list pays for itself in terms of repeat business, referrals, affiliate products/services sold, and new business generated, if they follow the guidelines I've outlined here). The cost can be as little as $5/month, but the average is $20/month. I personally pay about $50/month for mine, and it's TOTALLY worth it.

I use (and recommend) these three email marketing services -- I've included pluses and minuses, and my affiliate links for each:

VerticalResponse. Offers a pay-as-you-go option (you can pay for email "credits" to start out, instead of a flat monthly rate -- although you can change to a monthly subscription at any time), so it's very affordable to get started. VR offers some basic templates; but does not include free graphics. It can host your sign-up form for you too. Setup difficulty level: Medium
http://www.kqzyfj.com/click-5727729-10683714

Constant Contact. One of the most popular services. A little more pricey than other options, but offers a TON of templates and lots of free graphics (plus access to paid stock photography services). Good sign-up tools for getting people on your list -- integrates with your Facebook page easily to provide a sign-up form. Also offers other services: survey tool, event management/sign-up tool, and a Groupon-like service. Offers a free trial for new customers. Setup difficulty level: Easy

http://bit.ly/ConstantC-RWD

AWeber. This one requires more technical proficiency than the other two, but offers a way for you to provide both single email messages AND email "courses" to prospective clients or current/past clients using autoresponders. I use it to deliver both free AND paid programs -- you can set up a series of email messages that are delivered automatically -- for example, my Leveraging LinkedIn class is 8 email lessons delivered once a day for 8 consecutive days. I set it up once in AWeber and people can subscribe to the "course" and the messages are delivered to them automatically. It also offers great opt-in forms -- giving you the code to put on your own page or AWeber will even "host" the form for you. Setup difficulty level: Harder

http://bearesumewriter.aweber.com

Why don't I recommend Mailchimp? Mainly because of email deliverability rates. Because Mailchimp offers a free level of service, their OVERALL email deliverability rates are lower, because some email service providers block ALL Mailchimp messages because some people use the free service irresponsibly. (Because there is no cost, it's used quite a bit by folks selling multilevel marketing products or low-cost services/products). I prefer using a paid service that monitors its members and makes sure they are following the rules (not just adding their entire email list to their account and sending messages without permission).

As for the privacy policy, YES, it's fine to include it, but it does NOT need to be the first thing in the message (nor will that help you entice people to subscribe and/or stay on your list). The #1 way to build trust with your list is to SHOW, not TELL. It's not enough to say that you won't share or use their email without permission -- SHOW that. Do NOT add send "bulk" emails to people unless they've requested to be added to your list (by opting in to receive your freebie). It's fine to send ONE email message to people you currently work with (or have worked with in the past) to ask if they want to receive your freebie, but don't just ADD them to the list. People hate that. :-)

Help! I'm Having Trouble Converting Prospects Into Clients

In today's blog post, I'll answer a resume writing colleague's question.

Question:

Lately, I've been noticing that prospective clients have been replying with "Thanks for the information. I will take your recommendations into consideration but I cannot afford to pay to have my resume done."

What is your take on this? It has been 3 clients in a row.

My Answer:

What is the normal conversion rate you're getting from clients after receiving the critique? (How many clients -- out of 10 -- normally engage your services after receiving the critique?) For example, my normal conversion rate is 1-out-of-3. For every three clients I talk to (in general), one becomes a client. Instead of looking just at the last 3 clients, then, how many prospects out of the last 10 have become clients? If the overall ratio is slipping, then further analysis is needed whether this is an economic trend or simply a blip.

Second, look at where the clients come from -- each client should be asked how they heard about the service as part of the "intake" -- before providing the critique results. This can also help with the analysis. If they were referred by a current client or another source vs. finding you online, I would expect the conversion ratio for those clients to be different. (Referred clients should have a higher close rate, obviously.)

Is there any education about "value" in the communication process with the client? Perhaps sending some sort of information in between when you receive the critique from the client and when you deliver the critique can be part of the education process. For example, I have a document called "The Jobseeker's Guide to Working With Your Resume Writer: 10 Simple Things To Help Me Help You." (It was the April 2014 Pass-Along Materials content for Bronze members). It helps "warm up" prospects to become clients -- giving them information on how we can work together most effectively.

Do you have a follow-up system for when prospects don't immediately become clients? As we talked about in the Get Clients Now! program, follow up is a critical consideration. Even something as simple as a follow-up email after they get the "I can't afford you" message that thanks them for their time, reiterates the issue that they came to you with ("not getting interviews" for example), and a desire to work with them in the future if something changes. And then maybe a recommendation for a do-it-yourself product, a lower cost service (for example, a resume revamp instead of a full resume re-write, an offer of a referral to a lower-priced service -- for which you would get a 15% referral fee from that writer, or a book recommendation (with affiliate links). 

I find that when clients say they "can't afford to pay," it's really that I haven't established enough value for the service I'm offering. Sometimes it's that I haven't communicated up front my "range" of service fees (i.e., "resumes starting at $250") so that clients know that it's not going to be a $99 service. Do you ask them their budget as part of the critique process? That might be useful... and certainly appropriate -- after all, you are providing a valuable service and have an expectation of receiving valuable information in return. Are you "qualifying" prospects appropriately before the critique is being offered? (That is, are they a good fit for you -- in services needed, pricing, turnaround time, their industry/job title, etc. -- before you take the time to offer the critique? Or are all prospective clients offered a critique?)

From an overall standpoint, the best way to increase closing rates is to generate leads from the "top" of the "Marketing Strategies for Professional Services" diagram on page 15 of the Get Clients Now! book. These prospects, as I mentioned in paragraph 2, are more likely to become clients because you've established more of the "know/like/trust" factor with them than if they found the service through a Google search or an ad.

Want access to the "Jobseeker's Guide to Working With Your Resume Writer" AND a ready-to-go resume critique form you can use with prospective clients? Join BeAResumeWriter.com as a Bronze member and get access to both tools as part of your membership.

Interested in learning more about the Get Clients Now!™ program? Learn more here:
Get Clients Now!


Get Clients Now!™ is a trademark of Wings BusinessCoaching LLC and is used under license. www.getclientsnow.com

Not Enough Clients? What's In Your Way? (Guest Post)

C.J. Hayden

By C.J. Hayden

What's stopping you from getting all the clients you want? Do you know? The answer to this one question may be the key to making your marketing more successful.

It would seem from the questions people ask me about marketing that everyone is trying to fix just one type of problem -- how to fill their marketing pipeline with more new prospects.

"What else should I be doing to attract potential clients?" they ask. "Where else can I go to find people who might hire me?" or "How can I be more visible online so people will contact me?" or "Should I be finding prospects by cold calling, using Twitter, running ads, giving talks, writing articles...?"

All their questions -- and it seems all their efforts -- are aimed at finding ways to make contact with new people who might become clients. And every time they identify another activity that might help their pipeline get fuller, they want to add it to their ever-growing to-do list.

But is this really what's stopping them from getting more clients? Is this what's stopping you? If you are already marketing yourself in four or five different ways, will increasing that to seven or eight different ways produce better results? Or alternatively, if you drop everything you're doing now, and start using four or five brand new marketing approaches, will that do the trick?

In my experience, it probably won't. Continuing to try new and different approaches to fill your marketing pipeline will more often result in overwhelm, wasted effort, and failure than it will in new clients.

Instead of trying to fix your marketing by just seeking out more ways to meet people or collect names, email addresses and phone numbers, stop for a moment. What is the problem you're trying to solve? In other words, what's really getting in the way of your marketing success?

Listed below are the five most common marketing problems, and questions to ask yourself to see which ones might be yours. They're presented in order of priority -- problem #1 needs to be fixed before tackling problem #2, and so on. Consider whether making changes in one of these areas might be exactly the fix your marketing needs.

1. HANDS-ON TIME: Are you spending enough time proactively marketing? Not just getting ready to market, or thinking about how to market, or feeling resistant to marketing, but actually taking steps that will lead directly to landing clients?

If you're not spending enough time marketing your business, fixing other problem areas won't help much. Start keeping track of how much time you spend actively marketing each week. Most independent professionals find they need to spend from 4-16 hours weekly -- less when you're busy with paying work; more when you're not.

2. TARGET MARKET: Do you have a clearly defined target market which you can describe in five words or less? Does this market already know they need your services? And are you spending most of your time marketing to exactly that group?

Once you feel confident you are dedicating enough time to marketing, the next hurdle is making sure you're marketing to the right people. Focusing your efforts on a specific target group with a defined need for your services will make everything you do more effective.

3. MARKETING MESSAGE: Do your descriptions of your services name the benefits you offer and results you produce for your target market? And are these benefits and results that this market is looking for? Do you deliver your message every time you make contact?

Letting prospective clients know exactly how you can help them will make the most of the time you spend marketing to a defined audience. Your message needs to be clear, focused on the client's needs, and typically delivered multiple times to the same prospects.

4. FOLLOW-THROUGH: Do you have a system for following up with every prospect until they say either yes or no? Are you able to complete all the steps for each marketing approach you are using to make it pay off?

Without follow-through, much of your marketing effort is wasted. The typical prospect will need to hear from you (or about you) 5-7 times before deciding to work with you. And most marketing approaches need a follow-through element to succeed. For example, attending networking events requires post-event follow-up with the people you meet. Online networking requires regular participation, not just posting when you have something to promote.

5. MARKETING APPROACH: Are the strategies and tactics you are using to reach your market the most effective approaches available to you? Are they appropriate for your target market, and a good match for your skills and personality?

Only after addressing the first four problem areas above should you think about changing how you market. Because in truth, your tactics may not need to change. Whether you've been marketing yourself with cold calling, public speaking, or social networking, once you are spending enough time, marketing to the right people, delivering a targeted message, and following through on all your efforts, your results will improve dramatically.

So finding new or different marketing approaches -- the place where most peoplestart to fix their marketing -- is actually the last area to consider. The most effective approaches are those that include personal contact with your prospects, increase your credibility, and lend themselves to building relationships over time. And, approaches that match your skills and personality are more likely to succeed because you will actually use them instead of resisting them.

Once you know what might be stopping your marketing from being successful, make a commitment to fix what's really wrong. Resist the temptation (and hype) to keep trying new "silver bullet" marketing tactics or overloading yourself with endless possibilities. Finding the best marketing solutions will be much easier when you're trying to solve the right problem.

Copyright © 2013, C.J. Hayden

C.J. Hayden is the author of Get Clients Now!™ Thousands of business owners and independent professionals have used her simple sales and marketing system to double or triple their income. Bridget is a licensed facilitator for Get Clients Now!n Learn more about the Get Clients Now! program here.

Get Clients Now! is a trademark of Wings Business Coaching LLC and is used under license.

Here It Is At Last: The Secret to Marketing

C.J. Hayden

Guest Post by C.J. Hayden, MCC
Well, that got your attention! Isn't that what every independent professional is really looking for -- that one magic formula that will take the effort out of marketing and bring you all the clients you need, forever?

Searching for this marketing silver bullet, they read articles and books, take seminars and home-study courses, and hire consultants and coaches. And in the process they learn about many, many so-called marketing secrets.

These "secrets" to marketing consist of supposedly surefire approaches like search engine optimization for your website, publishing articles online, social networking, joining a leads group, sending postcards, and running pay-per-click ads. There are of course many more, and each of them is being touted by someone as the ultimate solution for marketing your business.

Trying to sort out the truth in these conflicting claims leaves you with three basic possibilities:

• All of this is nonsense; there is no secret to marketing.
• One of these approaches probably really is the secret, but since you have no way of knowing which one, you'd have to try them all.
• All of these probably are secrets for some people at some times, but none of them may be right for you.

No matter which of these points of view you take, the result is that none of these secrets are ultimately very helpful.

For many years, I've said that the real secret to marketing for independent professionals is choosing a set of simple, effective things to do, and doing them consistently.

That word "effective" can make this a bit tricky. You have to know what is effective in order for this secret to work for you. If you were to choose a set of completely ineffective things to do, this approach would fail.

But by "completely ineffective," I mean ideas like running a Yellow Pages ad to market a management consulting business, or networking on Facebook in order to make more contacts with doctors, or sending out direct mail letters to attract psychotherapy patients. When the marketing tactics you pick are that far off base, no amount of consistency will make them work.

If you choose a set of activities that have any level of effectiveness, they will work if you do them consistently. Cold calling will work if you make enough calls. In-person networking will work if you attend events regularly and follow up with the people you meet. Public speaking will work if you speak to audiences of a decent size on a regular basis.

With consistency and persistence, you can make even the most mildly effective marketing approaches pay off in the long run. But that qualifier "in the long run" is the catch. You don't want to wait that long. No one does.

Is there another layer to this secret that will make it all happen faster? Yes. Choose a target market that needs your services and can afford to pay for them, craft a message that market will respond to, choose a set of simple, effective approaches to reach that market, follow through on each approach, and spend enough time on your marketing to produce results.

Notice your emotional reaction to reading those words. They're not very exciting, are they? It sounds like work.

It would be much easier if the secret was something like search engine optimization, where you could pay someone else to do all the work and the clients would simply appear. Or joining a leads group, where you could show up at a weekly meeting and the other members would hand you business. Or running pay-per-click ads, where you would never have to talk to people before they became your clients. But of course none of these approaches really work that way.

Don't blame yourself for wanting to avoid hard work. It's human nature to look for the easy way out. But if you spend all your time searching for the effort-free way to market, you will end up making your job much harder. Every time you try another new way to market but then don't follow through on it, or give up too soon to see results, you waste time and money, and lose momentum. By trying to avoid work, you actually create even more.

So instead of looking for a magic formula to avoid the work of marketing altogether, find ways to make it easier on yourself. Here are four suggestions that will help.

• Choose a target market you enjoy spending time with, and whose issues and goals you care about.
• Get help with crafting marketing messages if messaging isn't your strong point.
• Use role models, recommended advisors, or a trusted system to identify only the best marketing approaches, then do what they advise.
• Use the support of a buddy, coach, or success team to help you follow through on your plans, market consistently, and break through fear and procrastination.

Note that if the above are ways to make marketing easier, doing the opposite of any of these will make it harder. Refusing to choose a target market, for example. Or spending time and money marketing with an off-target message. Or trying flavor-of-the-week marketing tactics no successful person in your field uses. Or not doing enough marketing because it's scary. Or trying to do everything on your own. Or continuing to chase after silver bullet solutions.

The secret to successful marketing for independent professionals is choosing a set of simple, effective things to do, and doing them consistently. The secret behind this secret is finding ways to make the process easier. And the secret behind that secret is to stop looking for another secret and get to work on implementing the first one.


Copyright © 2010, C.J. Hayden

C.J. Hayden is the author of Get Clients Now!™ Thousands of business owners and independent professionals have used her simple sales and marketing system to double or triple their income. You can take the Get Clients Now! program from Bridget (Weide) Brooks. Learn more here.

Tired of the "Feast or Famine" Cycle in Your Resume Writing Business?

One of the most frequently asked questions I get from resume writing colleagues is has to do with the "feast or famine" cycle that is common in many businesses -- but especially for career services professionals.

In my annual survey of resume writers, there is definitely a cyclical nature to when jobseekers seem to naturally seek us out (January and September are usually the two busiest months -- which is no surprise, given New Year's Resolutions and kids returning to school after the summer break). But what do you do in June … or October … or December … to keep the phone ringing?

The answer is to do a simple series of marketing activities every day -- incorporating up to 10 simple tasks into your day each day (or at least several days each week) will keep an endless stream of prospective clients coming your way. Some of these tasks may only take 5 minutes, and many of them won't cost you anything. But it's being mindful about your marketing -- instead of waiting until you have a lull -- that will keep your appointment book full.

I wrote a blog post back in December 2013 about the "feast or famine" cycle, and I talked about the GET CLIENTS NOW! book in that post. I've been using C.J. Hayden's GET CLIENTS NOW! system in my own business since I first heard her speak at a resume writing conference back in 2003. But last month, I decided to become a licensed facilitator for the course because I've seen the positive impact that it can have if you learn and implement the system. Although I've been in business for 19 years now, there are still times when I need to reactivate my referral sources or fill a couple of empty spots in my appointment book. (Although I use the program most often now to fill group programs and attract new members to my membership sites, since I'm a strong believer in the power of passive income!)

Earlier this week, I taught a teleseminar that shares some of the principles behind the program. You can listen to the recording of the "5 Secrets to Attracting All The Clients You Will Ever Need" teleseminar here:


I'm offering three upcoming sessions of the GET CLIENTS NOW! program for resume writers. The first, which starts Feb. 23, has already sold out. There are two more sessions with a limited number of spaces available. One session is on Tuesday evenings, starting March 10. The other is on Wednesday mornings, starting March 25. If you take the time to listen to the call recording (it's only 38 minutes), you'll get a special promo code to register for 50% off the regular program price. But that offer expires Feb. 19, so take the time to listen soon!

If you want to learn more about the program, check out this page:
Get Clients Now

Get Clients Now!™ is a trademark of Wings BusinessCoaching LLC and is used under license.

www.getclientsnow.com