The Jessica Swanson 50-Day Blog Post Challenge

Over the past few days, I've shared with you a couple of the challenges that have been keeping me from being as active as I'd like to be on continuing to develop Resume Writers' Digest. It's not a matter of interest or passion (I've got those in spades for the careers industry), but rather a lack of focus, priorities, and time. (But even that's just an excuse. I can make the time if I make it a priority, if I just focus on what I want!!)

2011 marks the 15th year of the business I own with my husband, Image Building Communications. Jon and I started the business while we were still seniors in college at the University of Nebraska at Omaha. I can tell you, however, that the idea that we had for our business in 1996 is a far cry from what we ended up doing over the past 15 years. (We thought we'd be providing marketing and public relations support for the SOHO market. Remember SOHO? Small Office Home Office? No one even uses that term anymore. What we found out, pretty quickly, is that SOHO clients didn't have the money to pay someone to help them with their hands-on marketing. They were doing it themselves, or not doing it at all. I did find that writing resumes was a legitimate business opportunity.)

I didn't consciously think about a plan for revitalizing my business this year. In fact, I had actually forgotten it was our 15th year, until Jon mentioned it on Facebook earlier this week.

I have two sayings that I use all the time: "There's only one of me" (usually, when I get my 50th demand for a pressing issue in a particular day), and something along the lines of "I need to focus on growing our business, not everyone else's." (It's like the resume writer who helps her clients get a $100,000 job with a $150 resume and then gets resentful.) You're not going to be able to stay in business if you can't/won't/don't charge what you need to make money doing it. As far as I know, there aren't any resume writers who work from grants and donations!! (You're not a charity; stop acting like it!)

Anyway, I digress.

I've spent the month of January focused on a theme: LEARNING. Taking the time to sign up for free (and paid) teleseminars and webinars on topics that are going to help me move forward. It's given me lots of ideas and inspiration. And 4-5 notebooks full of great stuff.

But so far, I'm still having trouble moving forward.

I have two main challenges:

1) I need to find a resume writer that I can work with who can handle the resume writing clients that come my way. At this particular time in my life, I'm not interested in taking on new resume clients, or working on resume updates/rewrites for past clients. But because I've been writing resumes for 15 years, I get calls all the time. I keep saying yes, but it's not what I want to be doing right now. (And I keep thinking that I just need to send out an email to my subscriber list and see if someone is interested in working with these folks, in exchange for a small referral fee for me...)

2) I need to make working on Resume Writers' Digest a priority. Getting the newsletter out. Lining up advertisers and joint venture partners and affiliates. Researching and developing content that will be new special reports. Heck, going to a conference again (it's been too long). Speaking at a conference again (it's been way too long). But I keep getting distracted by other interesting projects (mainly, outside clients that want my help in growing their business or improving their social media presence) -- but they're not leading me where I want to go. I need my subscribers and blog readers to tell me that they need me to do this ... to let me know that if I "build it" they will "come" (consume the content, buy the special products!)... Ironically, I get a handful of these emails each time I publish an issue of the newsletter... but I haven't published an issue in a while ...

The only way to eat an elephant is one bite at a time. So I'm going to start with my February theme. The theme for February is WRITING.

I came across a great Facebook note by Jessica Swanson, Shoestring Marketing expert. In it, she outlines 50 blog topic ideas for small business owners. Along the lines of the Julie/Julia Project (without the F-bombs) or a little more like The Happiness Project (highly recommend the book, by the way). This one is going to be shorter. I can't commit to a yearlong project at this point ... that's why I'm taking it a month at a time (January = Learning; February = Writing; March ??).

I'm starting what I'm calling "The Jessica Swanson 50-Day Blog Post Challenge" -- starting Feb. 1, I'm going to take one of Jessica's 50 suggestions and turn it into a blog post. From what I've seen already, some of them are going to be easy. Some are going to be hard and require me to learn some new skills (posting a video or screencast? I've thought about those, but never done it before).

So, starting Tuesday, you're going to see posts that will be labelled as part of "The Jessica Swanson 50-Day Blog Post Challenge." I'm not taking them in order (mainly because #6 is that video/screencast idea). We'll see what I'm able to come up with... stay tuned!

Here's the links:
Day 2: Biased "Resume Writer" Evaluation Websites

Generating Rapid Cash Flow in Your Resume Writing Business

I spent a couple of hours over the past four days listening to the great information shared in Ellen Britt's Rapid Cash Flow Secrets telesummit calls. There were four sessions each day, with each presenter sharing their best ideas for generating quick cash flow as well as developing a sustainable business income for the long haul as well. There were several big-name presenters, including Jessica Swanson, Michelle PW, and Christine Gallagher.

Many years ago, I had the idea that resume writers needed to create some sort of program to complement the resume writing services offered. My original idea was something like a pre-paid legal services model -- where folks would pay a small fee per month (like $12 or $20) and receive access to resume services on an ongoing basis (like one resume update each year).

After listening to the programs, I got some new ideas for resume writers -- like the idea of a membership site (which is kind of like the legal services model), with resources for resume clients. It can be provided as a bonus with the purchase of the resume on a free trial basis, and then as an ongoing subscription revenue source after that. While the average membership site only keeps clients for 3-5 months, I think a resume writer's membership site might attract clients for 6- to 12-months (and certainly selling it in time chunks like that would lessen the attrition rate).

Are you interested in learning more about these kinds of principles? You can purchase the audio files and transcripts for all 16 Rapid Cash Flow Secrets sessions using this link for just $97. I'll also be writing and/or speaking about how you can apply some of these principles in your resume writing business for short-term and long-term income generation in future blog posts and in the Resume Writers' Digest newsletter.

Is this a topic you're interested in learning more about? Let me know...

Associations for Professional Resume Writers

I'm leaving up the original post (below), but I've updated the association listing.
Check out the updated post by clicking here.

Looking for networking opportunities, certifications, information, and more? There are several associations devoted to the professional resume writing and careers industry.

These include:

• The Career Management Alliance. Originally founded as the Career Masters Institute (CMI) by Wendy Enelow, "The Alliance," as it is informally known, was purchased by Kennedy Information (which became BNA Subsidiaries LLC). Their annual conference is in Las Vegas in April 2011. The conferences are pricy, but well done. Memberships begin at $135/year.
• Career Directors International (CDI). Originally founded as the Professional Resume Writing and Research Association (PRWRA), this association is run by Laura DeCarlo. They offer one of the best annual conferences out there. Dues are $150/year. They offer several certifications, including the Certified Advanced Resume Writer (CARW), Certified Expert Resume Writer (CERW), Certified Resume Specialist (CRS), and Master Career Director (MRD) designations. They also offer an annual resume writing awards contest, the TORI (Toast of the Resume Industry) awards.
• Career Professionals of Canada. With a subscriber base of 250, three credentials that are widely recognized by Canadians, and a rigorous training program, CPC is a valuable resource for Canadian practitioners.
• Career Thought Leaders. The brainchild of Wendy Enelow, Career Thought Leaders Consortium bills itself as a "think tank" -- but is offering a conference and symposium in 2011 in Baltimore in March.
• CertifiedResumeWriters.com. Not really a true "association," this is an online directory for resume writers that has morphed into an "information resource site" for resume writers as well. Maria Hebda puts together an impressive line-up of teleseminars. There is a one-time (lifetime) membership fee of $497. (Multiple pay-payment options are available.)
• The National Resume Writers' Association (NRWA). This is a member-driven organization, with a volunteer board of directors. They offer an annual conference (the 2011 conference is in Maine) and a rigorous certification -- the Nationally Certified Resume Writer credential. Dues are $150/year (2-payment and 3-payment options available for new members).
• Professional Association of Resume Writers and Career Coaches (PARW/CC). Founded by Frank Fox, PARW was the "original" resume writing association, from which many other associations branched off. PARW offers the most common resume writing certification, the Certified Professional Resume Writer (CPRW) credential. It also certifies individuals as Certified Employment Interview Professionals (CEIP) and Certified Professional Career Coaches (CPCC). Membership is $150/year.
• Resume Writing Academy (RWA). Not an association, really, the Academy is a training program offered by Louise Kursmark and Wendy Enelow. Resume writers can earn the prestigious ACRW (Academy Certified Resume Writer) credential, which is the preferred certification for many resume contracting firms.
• Arizona Resume Writers' Association. This small group maintains a website to market their services collectively to prospects in their geographic area.
• Association of Online Resume & Career Professionals (AORCP). It offers a Certified Master Resume Specialist (CMRS) credential. Membership is just $50/year.

I Got Distracted

I sometimes say that I have "mild ADD" -- I think most business owners do. We enjoy wearing lots of hats, and don't like doing the same thing every day. I think it's what makes us great resume writers -- I know a little bit about a lot of subjects, and I'm naturally very curious ... which makes it easy for me to get interested in the wide variety of professions that I've written resumes for. It also makes me very distractable.

Which brings me to this blog post. I started Resume Writers' Digest about 12 years ago, I think. (I could go look up the first issue, that that would just distract me from writing this blog post.) It started as a print newsletter, six issues a year for $36. It was initially 8 pages. At some point along there (again, I'm not going to look it up, but I think it was about 2002), I started putting out 16 and 20 page issues ... I think one was even 28 pages. I raised the subscription fee to $60/year ($10 an issue, six issues). It was wildly successful. We "covered" all the major conferences. I solicited paid articles from the top names in the business. (I particularly loved Louise Kursmark's column in each issue). We had advertisers... lots of them.

But then I got distracted. I can't even remember why now, but I had another project (or another client) that took up so much of my time that I couldn't keep on top of the newsletter. So I let it die out. I was sad to see it go, but I had a lot of other stuff going on. (If I recall correctly, it was also around the time that I got married and moved my business into my home.)

A few years ago, in September 2007, I brought it back again -- this time as a free online issue, supported by advertising and the sale of my special reports. But several of the earlier advertisers weren't around anymore, and I got a lot of pushback from one resume writing association in particular, who were upset about the conference coverage write-ups. (They felt that session write-ups would keep people from attending the conferences themselves. My response, that the write-ups were coming after the conferences were over, and that there are many other reasons to attend a conference other than just the content, fell on deaf ears.)

Lots of family issues from 2008-2010 kept me from staying focused on Resume Writers' Digest. The laptop I blogged on died. My former sister-in-law had a midlife crisis and cheated on my brother. My aunt (of whom I'm a primary caretaker) had a stroke. All of these, combined with the need to keep my "main" business going, led to a lack of attention to Resume Writers' Digest. I got distracted.

But I want to get back to making Resume Writers' Digest a priority again. I have a database of about 4000 professional resume writers and career professionals ... more than 800 of them subscribe to the Resume Writers' Digest newsletter. I receive a couple of emails a week from folks wondering where the next issue is. I've got dozens of articles that are ready to go ... ideas and even some full-fledged special reports ... but not enough hours in the day.

I don't really have any grand announcements in this blog post. I mostly just wanted to let you know that I'm working on it. I need to put a plan and a timeline in place ... and say "no" to some other things so that I can get back to what I really am passionate about ... supporting resume writers. That's been an interest of mine since I started my business in 1996 ... and 15 years later, I'm still passionate about it. It's time I put my focus back on Resume Writers' Digest.

Let me know what you want ... Does the newsletter format still interest you? Should I be putting more focus on my blog? Any particular topics for special reports you're interested in? I've got lots of ideas, but I need to know what you want too... please feel free to comment.

Trends in Resumes and Career Marketing Communications

Where is the resume field headed? Get some insights on "Trends in Resumes & Career Marketing Communications" from Career Thought Leaders Deb Dib and Louise Kursmark.

I've been a resume writer since 1996. Certainly, a lot of things have changed in the careers industry during that time -- and things will continue to change in the future. But the need to assist job seekers with clarifying their job search goals and strategies and developing messaging content to fulfill that role will continue to be needed, both now and well into the future.

But even with changes in technology, the job search is still fundamentally about people. Connecting with the people with the authority to hire you. (There's a resurgent interest in networking -- both with and without social media -- which is interesting, because it's always been about connecting with other people.)

What NOT to Do On Your Facebook (& Twitter) Page

I am friends with lots of careers industry folks on Facebook. Some of them (Barbara Safani, Jason Alba, Dawn Bugni, Jacqui Barrett-Poindexter, etc.) do a fabulous job with their online brand.

Others, not so much. The screen shot on the left is from MJW Careers. I'm not sure who the resume writer behind this page is, but I do know that they write resumes for $50.

I am amazed they have 308 friends, since the majority of their posts are ... for lack of a better term ... spam.

For the past week or so, once or twice a day, they blast 3-4 posts on Twitter (that are automatically reposted on their Facebook page) about their cheap resume writing services. If you go back through the history, though, you find that they also apparently provide recruiting services. It actually was more interesting when they were posting "people needed" status updates for various *specific* positions versus the basic, blanket posts.

Some keys for resume writers to keep in mind with Facebook:

1) Remember the 80/20 ratio. Eighty percent of your posts should be content (resources, opinions, encouragement, links to good articles) etc. Only 20% should be promotional. And don't just rely on Twitter to update your status. Because of the way it's tagged, we can tell when it's a Twitter repost. Give us something original on Facebook every once in a while.

2) Think about your brand. For most resume writers, it's a good idea to set up a Facebook page for your resume writing business. While you can use your personal page to promote resume-related items, you're better off getting "Fans" (or "Likes") for your business page than to add friends to your personal page. You can then drive traffic to your business page by linking to items on your personal page.

3) Don't forget to have a personality. If you link to an article, provide some brief commentary. I always like hearing about resume writers whose clients are having success. But remember that -- like we advise clients -- anything you post online is totally public (even if you have your Facebook privacy settings locked down, there's nothing to prevent one of your "friends" from taking a screen shot of it.)

Seth Godin Says Folks Shouldn't Write Their Own Resumes

http://sethgodin.typepad.com/seths_blog

While he doesn't suggest having your resume written by a professional, he does suggest job seekers don't write it themselves. See his post (dated 10/2/10) here.

Career Management Alliance Offers Discounted SelectRecruiters Subscription

Careers industry professionals who are members of the Career Management Alliance can receive a significant discount on a subscription to SelectRecruiters, a searchable database of professional recruiters.

About Career Management Alliance
Founded in 1999, Career Management Alliance is trusted as the world's leading professional association dedicated to linking all divisions within the careers industry. A distinctive community that values the strength of diverse knowledge, the Alliance attracts members from assorted career backgrounds, such as resume writing, career coaching, career counseling, college and university career development, government and military career transition, outplacement, recruiting, and HR.

About SelectRecruiters
SelectRecruiters gives you a powerful tool in your arsenal of professional services — an up-to-the-minute way to connect all of your clients with:

• A comprehensive database of thousands of recruiter profiles that allows you to help your clients quickly identify the recruiters best suited to help meet their career objectives. You can search by geography, industry, function, fee structure, and pay range.
• Tools they will need to create a custom email campaign, allowing your clients to interface with a broad scope of recruiters, instantly — without the added cost of postage.
• Exclusive access to recruiting firms' physical addresses, making it easy to create custom direct (snail) mail campaigns — including mailing label templates and a spreadsheet for creating the merge!

Regularly priced at $649 per year, Standard CMA Members pay only $399 for a one-year subscription to SelectRecruiters — and Professional CMA Members pay only $225. That's a maximum savings of $424.

To join Career Management Alliance and take advantage of this exclusive offer, please contact CMA Executive Director, Liz Sumner, directly at 603.924.0900, ext. 640 or via email at liz@careermanagementalliance.com.

Resume Partnerships: All-Day Coverage

I'm working on a new special report (tentatively titled: "Developing Subcontracting and Referral Relationships") and was reminded of a cool concept I first heard about a few years ago:

A few years ago, I was at a resume writing conference with a pair of resume writers who lived on opposite ends of the U.S. They operated a joint website and shared projects so they could answer the phones from 7 a.m. Eastern time to 7 p.m. Pacific time (which was really 10 p.m. Eastern). The one on the East Coast worked from 7 a.m. to 3 p.m. Eastern time and the one on the West Coast worked from 11 a.m. to 7 p.m. Pacific.


These two writers would have been competitors if they lived in the same town, but by working together, they served more clients and offered more responsive service than a solopreneur could.


I think that's a neat idea.

What's even cooler would be using a service like Grasshopper with it -- so you could seamlessly transfer calls to whichever resume writer was on duty. (Grasshopper was recommended to me by a client and I signed up as an affiliate because I think it's a great way for resume writers to manage incoming calls and information.)

Best of Today: 9/24/10

Doug McIsaac Blog Post on “Finding Your Writing Voice”

Includes a link to Paul Meyer’s article “How to Communicate Authentically in Print or How to Find Your Voice” – worth a read!

On Twitter? Follow the NRWA Conference

Catch the sessions from today’s International Freelancers Day

– free training!

Interesting: “Don’t Fold Your Resume” site by Southworth 

Quote of the Day:

Via Doug McIsaac: “No matter how fast we click from place to place, it will never replace face to face.” –– Joel Bauer

Best of Today: 9/22/10

Sorry. I took yesterday off from blogging. It was my birthday.

Jim’s Marketing Blog, Via Julie Walraven – “5 Ways to Get More From What You Already Have”

  --  Read the comments for even more great ideas

@DawnBugni is quoted in this USA Today article. “Job Seekers Find Success With Social Media”

Personal Branding 101 Blog “The Lady Gaga Rule of Social Networking”

Jessica Holbrook Hernandez on the Career Rocketeer Blog: “Are You Making a Tough Job Market Worse?”

– Quantity does NOT equal quality.

From Tim’s Strategy: “5 Career Networking Types: Which Are You?”

- Tim is quickly becoming one of my favorite career bloggers.

Quote of the Day

Via @InterviewAngel: “The trouble with not having a goal is that you can spend your life running up and down the field and never scoring.” – Bill Copeland

An Argument in Favor of Client Interviews (over Questionnaires)

Industry giant Wendy Enelow wrote a fabulous article in the Summer 2009 issue of Resume Writers' Digest in response to the 2008 Resume Writers' Digest Industry Survey. She was particularly disappointed that the survey found that questionnaires are increasing in popularity as a way to collect information from resume clients.

This was her response to this subject:

For those of you who know me or have read some of my other articles, you know that I am a staunch supporter of doing client interviews to collect the information you need. Although questionnaires can give you some basic factual data, they can never replace the one-on-one interview (done in person, on the phone, or via e-mail).

The interactivity of the interview is what makes it so special and so valuable. A client's answer to question #1 impacts what I ask as question #2, his answer to question #2 impacts how I formulate question #3, and so the process goes on. I learn so much more about my clients through interviews -- things that I remember that are reflected in the tone, style, and presentation of the client's resume.

Clients always ask me, "How did you know that?" My answer is straightforward...I listen hard and I listen well (and I write it all down)!

In turn, I believe that the quality and richness of each resume I write is stronger and more powerful than if I had worked from a questionnaire only. Note that a combination of questionnaire plus interview is great, if that works best for you.

Wendy goes on to say that prospective clients find the interview method to be easier than filling out a lengthy questionnaire, and the easier it is for them to work with you, the more likely they will become clients.

Best of Today: 9/20/10

“Facebook Job-Hunting App BranchOut Raises $6 Million from Accel and Super Angels”

Thanks to Mike Ramer for bringing this web resource to my attention – Ragan Communications publishes a daily newsletter for HR executives/managers – find the top headlines on HR Communicator

From the Resume Chicks Blog (written by Rosa Elizabeth Vargas): Dancing Before Writing Leads to Masterful Resumes

Resume Bear Blog Post: 20 Best Pieces of Advice from 20 Top Executives (from 2/1/09):   

--   I’m a sucker for good business advice

Build a Better Blog – Denise Wakeman: “Contests and Causes Drive Blog Traffic”

The EEOC on Video Resumes (compliance):

-       Found after seeing this article circulating on Facebook: “Create a Visual Slideshow Resume to Avoid the Slush Pile”

Helping Clients Research Prospective Employers

Considering that ReferenceUSA.com has its roots in my hometown, Omaha (Nebraska), I'm stunned that it took a link to a YouTube video on Hannah Morgan's CareerSherpa Twitter newspaper page to remind me that this service (often available through your local library for free) is a great way for clients to identify prospective employers.

This video explains how the selection process works:
http://www.youtube.com/watch?v=EW6NmgZIB90&feature=player_embedded

Many libraries limit the number of records that can be downloaded each day (my local library limits it to 25 per day), but that's plenty for a job seeker to work on a day (if not a week!)

Give your clients a heads-up about this ...

Marketing Your Services in a Down Market: Specialization and Pricing

From the July/August 2008 issue of Resume Writers' Digest:

Last in a series of posts on Marketing Your Resume Writing Services in a Down Market.

One way to ensure your relevance in a downturn is to be a specialist. For example, the federal government is always hiring -- but these jobs require a federal resume. Now is the time to acquire the skills and certification required to serve these clients effectively. Identifying under-served niches and obtaining specialized training or experience will serve you well in a difficult economic market.

It will also enable you to protect your prices at a time when you may need to reduce your regular rates to attract "general" clients. Being a specialist in any area will allow you to continue to charge "premium" prices to clients in that industry.

And don't forget to target your base of existing clients during a downturn. Repeat clients are already "sold" on the value of the services you offer, and can offer a steady stream of income while you work to develop new clients.

Remember: No matter what technique you decide to use, don't wait until you need the business to start marketing. Even if things are going well, it can change in an instant.

As marketing expert Robert Middleton notes, "Many self-employed people think that the success of their business is completely dependent upon outside circumstances -- industry trends, the time of year, or the economy as a whole. But be honest with yourself and ask if you are doing the above activities on a regular basis or not. If you're not, it's no mystery why the phone isn't ringing off the hook!"

Want the whole article? Buy the issue here.

Best of Today: 9/17/10

John O’Connor Career Pro Talk Blog: Why Companies Should Hire “Older” Workers

From the Careerealism Blog – a post by Rosa Vargas: “The Resume as Part of Your Social Media Campaign”

Jessica Holbrook Hernandez on the Great Resumes Fast blog: “Using LinkedIn to Follow Potential Employers”

-- This post isn’t from today (it’s from July 21), but it has some good advice for your clients, so it’s worth including in the Best of Today.

Tim’s Strategy blog post: “11 Ways to Personalize a LinkedIn Invite”

– Speaking of LinkedIn … and here’s a great way to write a blog post (or an actual article) – put out the word to your colleagues about a common question or concern, and aggregate the responses!

Barb Poole’s Hire Imaging Blog Post: “Resume Readiness: The Whys and Hows for Updating”

– I love reading blog posts from resume writers reminding job seekers about International Update Your Resume Month

Guest Blog Post: E-mail Newsletters: Still Relevant?

As social media and blogging have grown more and more popular, there’s been some talk about the demise of the “lowly” email newsletter, or e-zine. Once a staple of business owners using the Internet to market and promote their businesses, it seems that lately the thinking is that they’re not so important anymore. Or, even worse, not as effective.

If you’re not familiar, an e-zine can be as simple as a plain text email with a couple of helpful tips for your readers—to a HTML version with pictures, an article, listings of your upcoming events and more.While it’s true that there is more “stuff” clamoring for our attention in our inboxes than ever before—and blogs and social media seem to be the more of-the-moment methods to reach out to potential customers—I still believe that an e-zine is a key marketing tool. In fact, it’s the perfect vehicle for continuing the relationship you’ve begun with people on social media sites or your blog.

Here are a few reasons why:

1) Keeps you top of mind

As much as we would like to think that our prospects or our audience are always thinking of us (wouldn’t THAT be nice?), it’s unfortunately not the case. Just as a company wouldn’t run a TV commercial just once, repetition is necessary to remind people of you, your offerings and your expertise.

2) Intimacy

No, not that kind. An e-zine gives you a great opportunity to create a feeling of “intimacy” between yourself and your readers by sharing a bit about what is going on with you outside of your business. (Think about what you’ve been up to lately—got anything to share about your recent vacation, your pets, a great book you’ve just finished?) Often people do this in a section at the beginning of their e-zine under a heading such as “A Note From” or something similar. This helps strengthen the relationship with your subscribers by giving them a glimpse into who you are.

3) Expert status

The more consistently you share information, tips and articles on the subject or niche you are most knowledgeable in, the more credibility you gain in the eyes of your readers. Perceived expertise leads to trust which leads to sales.

A few other tips for your e-zine:

Frequency: How often you send it depends on how often you can commit to doing so, (how’s that for an answer ? ) but I recommend at a minimum twice a month and ideally, once a week. Remember, you want to stay top of mind above all else.

Subject line: Another important part of your e-zine is your subject line. Obviously you want as many people to open your e-zine as possible, so have some fun with this. Think of what would stir up curiosity in your reader—and don’t be afraid to be a little provocative or a teensy bit controversial once in a while.

When to send: A common question is “what day is best to send it out?” There is no set answer to this, except to say that I have heard several different opinions on the matter. Tuesday through Thursday is often said to be the best time—however, I know others who send theirs out on Sunday and have a very good open rate as well. You may want to play around and test a couple of different days and see what your results are. No matter what day you choose, know that an open rate of 25% and above is considered good. Your email marketing service will be able to supply those stats.

If you’ve been hesitant about putting together your e-zine because you think you don’t have enough content or you don’t have a fancy-looking template, remember, simple is fine. Start with one tip. The sooner you make the commitment to communicate with your list on a regular basis, the sooner you can reap the benefits of that strengthened relationship.

No more excuses, ok?

Christine Gallagher, The Online Marketing and Social Media Success Coach, is founder of Communicate Value, where she is dedicated to teaching small business owners and professionals how to conquer the overwhelming aspects of online and social media marketing to increase business and maximize profits. To get your free 5-Part E-Course and receive her weekly marketing & success articles on leveraging technology, building relationships and boosting your profits, visit http://communicatevalue.com.

Marketing in a Down Market: Small-Space Advertising

From the July/August 2008 issue of Resume Writers' Digest:

Fifth in a series of posts on Marketing Your Resume Writing Services in a Down Market.

The Yellow Pages are still a vital source of business for many resume writers, even as more ad budget are being spent online. If your business targets a local clientele, if you are a generalist, and if you work with a wide variety of candidates (from entry-level to executives), the Yellow Pages can be a valuable source of new business.

But while it can be important to have a presence in the Yellow Pages, few resume writers are buying the large ads they once did. Instead, they maximize their space by using the Yellow Pages to drive prospects to their websites.

Remember, however, that not all prospects will have computer access, so you can't omit essential details by driving them solely to your website. Others will want to make a decision based on the ads they see, and not use the Yellow Pages as a stepping-stone to looking online.

Don't forget a strong headline, a benefit ("interviews guaranteed"), your credentials, and a call to action (including a phone number as well as a website address).

As resume writer Jackie Connelly, CDF, advised in a May/June 2001 article, "Know your market!" In Long Island, NY, where she operates Prestige Resume Services, most of her potential clients are blue-collar workers. So keep the size of your ad in mind. "When they see a large ad," she notes, "they feel the service will be more expensive for them."

Your print advertising opportunities aren't limited to the Yellow Pages, however. You can use small space advertisements in free community newspapers, theatre programs, school newsletters, career-oriented newspapers, daily or weekly news publications, neighborhood association newsletters. church bulletins, city magazines, and university and campus newspapers.

Salome Randall Tripi outlined her approach in the same 2001 article on small space advertising. She advertised in her local church bulletin, reaching 400-500 prospects each week.

"For 52 weeks, we spent $435 and gained $3,925 in new business as a result," she notes.

The key to effective print advertising is tracking your response. If you're not achieving at least a 3:1 return on your investment, you'd be wise to use your ad dollars elsewhere.

Addendum to article: If you do work with a local client base, one great thing you can do is register your business on Google Places. Not only will it help your organic search results, but you can measure your traffic and offer time-limited coupons and special offers.

Last part of the series: Specialization and Pricing

Want the whole article? Buy the issue here.

Best of Today: 9/16/10

Julie Walraven Blog Post: "Where Did I Put That Resume?"

From Keppie Careers: Target Your Pitch:

http://www.keppiecareers.com/2010/09/16/target-your-pitch/

(via Dawn Bugni and Jacqui Barrett-Poindexter)

“Constant Contact to Help E-mail Marketers Track Social Behaviors”

I think this will be part of all e-newsletter services in the near future

Why You Have a Facebook Page But No Friends

QUOTE OF THE DAY:

@GayleHoward: #Jobseekers. The first step in any job search is having a clear goal. If you can’t describe what you’re looking for, then you’re not ready.

I’d argue any resume writer who doesn’t have a clear client goal isn’t ready to write either.

Marketing in a Down Market: Expand Your Network

From the July/August 2008 issue of Resume Writers' Digest:

Fourth in a series on Marketing Your Resume Writing Services in a Down Market

Resume writers tell their clients to network, but don't always follow their own advice. Yet there are more opportunities for business-to-business networking than ever before.

Traditional methods include professional associations (especially if you specialize in a niche, making contacts with these associations as well as contacts in academic programs turning out new graduates, is vital), plus business leads groups, alumni groups, and Chambers of Commerce.

Your return on your investment here will depend on the time you are willing to commit. Participating in organizational activities, writing for their publication and website, and volunteering to chair committees (membership recruitment and event planning are two in particular), can pay dividends.

Another growing area is using online social networking sites to cultivate referrals and build your credibility. Having a profile on LinkedIn or Facebook is quickly becoming essential. If you currently don't have a profile, create one!

Next up: Small-Space Advertising.

Best of Today: 9/15/10

Via Quintessential Resumes & Cover Letters Tips Blog: Surprisingly Few Surveyed Employers Use Keyword-Searchable Resume Databases

"PR in Your Pajamas: How to Write a 3-Paragraph Media Pitch"

Are You Prepared for Blogging’s Dark Side?

- For resume writers that are building their brand online -- you might not think you're a minor local celebrity (or minor global celebrity), but you should be prepared!

"You Already Know Everyone You Need to Know"

-       Great interview with Bob Beaudine (I just read his book, and it’s fabulous!)

My List Building Bank Tip is Online!

A few days ago, I mentioned that I had been selected by VerticalResponse as one of their winners in their List Building Bank contest.

I was just notified that my tip is now online! You can read it here.

I highly recommend VerticalResponse for your client newsletters and promotional e-mails. It's what I use for Resume Writers' Digest. Use my affiliate link here and try it for free! (Or click on the ad below.)

100 Free Emails from VerticalResponse

Marketing in a Down Market: Speak and Grow Rich

From the July/August 2008 issue of Resume Writers' Digest

This is the third installment in a series on Marketing Your Resume Writing Services in a Down Market. Here is the second blog post in the series.

"Speak and Grow Rich!" -- That's the title of a popular book by Dottie and Lilly Walters. But it's also a technique advocated by small business marketing expert Robert Middleton in his "Tips for Surviving a Business Slowdown" column in the July/August 2001 issue.

Middleton writes, "There are many, many organizations looking for speakers, but they won't give you a call if they don't know you exist. Put together a package outlining your talk and contact every business organization you can find. Send your materials and follow up."

What groups are a good fit for a resume writer looking for new business? Any professional organization, for one. Other possibilities are job search networking groups, school and church organizations, and even neighborhood associations.

The Walters outline three keys for success in speaking.

1. Target your market(s)
2. Pick topics that will help solve problems in this market(s)
3. Create title(s) for your topics that will grab the attention of your audience and buyers immediately

Remember, though, that the goal of your talk is to generate business for yourself. So don't give away the store! Many resume writers make the mistake of talking about resumes in free talks like these -- when they should be talking about jobs!

If the service you're selling is resume services (as opposed to career coaching or interview coaching), don't focus on how to create a resume as part of your talk. Instead, focus on the outcome of having a great resume -- generating interviews and getting the job! As part of your talk, you'll showcase some examples of great resumes for the target market you're working with, and even provide a few tips along the way.

But instead of talking about "Resumes for Accounting Careers," you could do a talk about "Networking to Your Next Job in Accounting," or "How to Make the Numbers Work: Salary Negotiation Strategies for Accounting Professions." Or even "Interview Tactics for Accountants: Get the Job and Get Paid What You're Worth!"

What materials do you need to market yourself as a speaker? It's pretty simple, actually. You can create a one-page handout that includes the following:

• The title of your presentation
• A brief description of the talk (2-3 sentences) and a list of the key "outcomes" attendees can expect
• A line or two about your key qualifications on this particular subject 9you will also want to create a standard "bio" with your full affiliations, work experience, and credentials, but you don't need to send that along with your initial materials)
• Your contact information
• Your photo (optional)
• Other groups you've spoken to and testimonials, if you have them

Next, you'll want to assemble your list of prospective groups. You can Google "Professional Associations and (Your City)" or find a Directory of Associations at your public library or at Marketing Source (You can purchase a 30-day subscription and get up to 200 records a day -- currently just $6.50 a day.)

Among those listed in my state are: Nebraska Association of Nurse Anesthetists, Nebraska Broadcasters Association, Nebraska Council of School Administrators, Nebraska Society of Independent Accountants, and the Nebraska Nurses Association.

Prepare a brief cover letter outlining your interest in speaking to their group (for free) on the topic you've developed and include your one-page flier.

Next topic: Expand Your Network

Career Management Alliance Seeking Conference Speakers

From Liz Sumner, Executive Director of Career Management Alliance:

Speaker Proposal Deadline is September 24th

I'm accepting proposals for 2011 conference presentations. You can download a copy of the Speaker Guidelines at http://bit.ly/dmR2sc.

But hurry. The deadline to submit your proposal is Friday, September 24th. Email me if you have any questions.

Best of Today: 9/14/10

Here are my "favorite" articles from today --

The Seven Deadly Sins of Social Media

Via CareerPro Resumes: How Recruiters Screen Your Resume (by Perry Newman)

The Facebookification of Twitter

Interesting article from US News & World Report, via @AvidCareerist (retweeting @ErinKennedyCPRW and @JobHuntOrg! “Beware the Interviewer in a Soft Chair”

The Real Power of Networking is in the Second Degree? – via Kristen Jacoway – “How to Find a New Job with LinkedIn”

– Great video explaining the process!

63 Lessons Learned from 2 Years as an Entrepreneur

QUOTE OF THE DAY:

@GayleHoward: Careers are linked to your life stages. Work situations perfect for one period of your life may be completely wrong for the next.

Marketing in a Down Market: Write! Publish! Perish! (Part II)

From the July/August 2008 issue of Resume Writers' Digest:

One of the most effective ways to land new business is to write about what you do. In 2001, the emphasis was on print newsletters. This is still an effective marketing tactic, but today's emphasis is online. Publishing a monthly e-newsletter is one thing, but weekly posts to your blog or contributing articles to websites and e-zines can be equally effective.

Writing articles can be used to keep in touch with clients and referral sources, to showcase your expertise, and even subtly promote your services to current and prospective clients.

In 2008, many people have adopted a "green theme" -- and it's applicable here too. You can also "recycle" what you've written, using the articles in your media kit, as handouts when you deliver workshops, and including them with other information you provide to prospective clients (either in person or online).

The key in writing articles is to inform, not sell. You want to establish a long-term relationship with current and potential clients. Your recipients will appreciate the information, and you'll be building credibility at the same time.

What should you write about?

You can provide career-related tips or strategies; introduce new services; provide professional advice (a "Q-and-A" format is particularly effective); and offer inspirational quotes.

Don't get too ambitious. In an article on client newsletters in the July/August 2001 issue of Resume Writers' Digest. Tracy Bumpus, CPRW, JCTC, of RezAMAZE.com, talked about the content of her monthly opt-in electronic newsletter targeted to high-tech professionals and engineers.

"I usually have one primary job search or career-related article that I write myself," she noted.

Her newsletter also features "Humor Byte" and "Nuggets from the Net," a compilation of relevant information culled from various tech sites.

You can also write for professional association newsletters or provide articles for their websites. Consider trading articles with professionals in other industries, such as accountants, attorneys, real estate agents, and even mental health therapists (especially those that provide career testing and coaching, if you don't).

Whether using a print or electronic format, keep your articles short, simple, informative, and helpful. If you're producing an online newsletter, remember that consistency in publishing is critical.

"Getting my name out there plays a significant role in referral rates, marketing standing, and branding," Bumpus adds. "If I only distributed it every six months, I'd be wasting my time."

Next in the series: "SPEAK AND GROW RICH!"

If you'd like to purchase this issue of the newsletter, the cost is $3. Order here.

Best of Today: 9/13/10

Here's my finds -- from this weekend and today:

Alison Doyle – Job Postings Reach Record Levels

MediaBistro Article: So What Do You Do, Seth Godin, Author and Marketing Guru?

- I didn't know Seth had sworn off traditional publishing. Interesting.

Kathy Hansen – Quintessential Resumes & Cover Letters – “Only About Half of Resumes List Core Competencies” 

Doug McIsaac -- Ways to Get Traffic to Your Website

------------------------------------


BONUS, courtesy of DavidGraziano: Online alarm clock (set it to remind you of appointments & phone consultations!):

QUOTE OF THE DAY:

@MikeRamer: “Whatever you are, be a good one.” Abraham Lincoln

Excerpt: Effectively Marketing Your Resume Writing Services in a Down Market

From the July/August 2008 issue of Resume Writers' Digest:

Resume writing is a truly recession-proof industry. In a good economy, job seekers look for "greener pastures," trading in old jobs for new. In a bad economy, worried job seekers update their resumes to prepare for layoffs.

How you market and price your services during a downtown or recession may different, however. Clients who would be willing to pay for "the works" (resume, cover letter, interview coaching), when times are good may be reluctant when times are tough. But in a competitive hiring environment, "pulling out all the stops" may just be what is required to set the jobseeker apart from the crowd.

However, instead of selling a complete package upfront, all at once, you may sell it in stages -- first the resume and cover letter, then the interview and job search coaching, and finally, salary negotiation coaching -- perhaps paid weekly or via installments on a credit card.

In a tough economy, the job search also takes longer, and your clients may need more reassurance along the way. Consider starting a monthly e-mail newsletter, geared towards helping clients with their job search as much as drumming up new business.

To provide guidance on time-tested strategies that work in a challenging economy, I turned to the Resume Writers' Digest archives -- to issues from 2001 and 2002, when resume writers faced similar economic struggles. I also incorporated in new tips, particularly in regard to online and electronic marketing techniques, since technology has changed quite a bit over the past 6-7 years.

First up is "WRITE! PUBLISH! PROFIT!"

Best of Today: 9/10/10

Jim Connolly – Jim’s Marketing Blog via Julie Walraven – “Two Ways to Grow Your Blog: Independent or Associated”

- I’ve never see this articulated anywhere else, although I’ve seen associated blogs before.

Great Roundup of Twitter-related job search resources, assembled by Deb Dib and maintained by Job-Hunt.org.

Kevin Donlin Article on “Three Guerrilla Job Search Tactics”

-Love tactic #2 – I’m going to use this with my clients

Thanks to Billie Sucher for a reminder about an “oldie but a goodie” – The Riley Guide job search resource: 

Quote of the Day:

@Dave_Carpenter: Don’t die with your book still in you.

I Won a Book from Vertical Response!

I had to share the news with you guys!

Last week, I submitted a tip to the VerticalResponse List Building Bank Giveaway. I was one of 10 tips selected to be featured, and I won a book -- "The Referral Engine" by John Jantsch!

As those of you who received the Resume Writers' Digest newsletter know, I use VerticalResponse to manage my RWD mailing list. I like it because I can purchase email credits and use them whenever I want, instead of paying a flat fee per month. If I don't send an email in a particular month, I don't pay anything! When I want to send an email, I just buy some credits (and they have a tiered payment program, where the more credits you buy, the less you pay. I usually pay $.015 per email credit (or $15 per 1000 credits), and since my list is about 800 names, I can do a mailing for about $12. They also have a "standard" option -- as little as $10/month for unlimited e-mailing.

They have great templates, marketing support, and blogs/articles/webinars to help you get the most out of your online marketing efforts. And they track your email campaigns (opens, clicks, bounces, unsubscribes)...

Give it a try -- here's my affiliate link to sign up for an account -- you'll get a 30-day risk free trial.
They also offer survey subscriptions and postcard mailings.

As you can tell, I love VerticalResponse! Give them a try ... and I'll be sure to put up a link to my list-building tip when it gets published.

Best of Today: 9/9/2010

This was an easier task today. I just kept track of cool & interesting stuff as I came across it. (Oh, and just so you know,  I looked through about 10x as many articles as I posted links ... I'm trying to "edit" the volume of stuff for you guys.)

Today's question is: Do you want me to provide some commentary with the articles? Like a sentence or two on what it's about, and why I thought it was cool/interesting? Let me know. Comment below.

Jason Alba blog post on I’m On Linked In – Now What? "Who Owns Your LinkedIn Profile" 

Michael Lunsford blog post (via Julie Walraven): "The Best Success Story I’ve Ever Heard: Burn That Star Wars T-Shirt"

Denise Wakeman (The Blog Squad), article on Biz Tips Blog: "Keyword Research Can Help Your Content Get Found by Your Ideal Client"

"Hire Me: Your Employment Prospects for 2010 (Results of Manpower Survey)"

Great example of an online “Resources” guide for clients – courtesy of Donna Svei, AvidCareerist: 

Avid Careerist Blog Post: "How to Use Google Alerts in Your Job Search"

Love Wendy’s Humor – Wendy Terwelp Blog Post (Rock Your Career) – “I Don’t Kiss on the First Date – LinkedIn Tips”

Resume Confidential (Karen Siwak) Blog Post – "A Conversation with David Graziano– Social Recruiting Strategist"

Bonus content from me --

Quote of the Day (QOTD):

Via @TheJobQuest RT @steviepuckett: Your job security no longer lies in having a job. It lies in knowing how to work the job market.