Strategies to Help You Close the Sale

Creating a sense of urgency — buy now!— is the single most important factor in turning resume prospects into resume clients. Ask any resume writer: It’s critical to get a client to commit on the first call. The longer they wait, the slimmer your chance of getting them to open their wallet.

When I ask self-employed resume writers which part of owning their own business is the most challenging, “selling” and “closing the sale” are often in the top five answers — if not THE top responses.

So if you have a hard time turning resume and coaching prospects into clients, I want to share some specific strategies that will get people off the fence and get them to take action…which means getting them to open their wallets and become clients.

In the Resume Writers’ Digest Annual Industry Survey, the results are pretty consistent year after year that the average résumé writer works on 3-4 resumes per week, at an average fee of around $500. So, imagine if you were able to serve one more client each week — that’s an extra $2,000 per month, or $24,000 a year.

Many of the strategies I’m going to share don’t cost anything — so you can get a tremendous bang for your buck. The strategies I’m sharing are ones you can use in your very first conversation with a prospect, or on your website, or in a follow-up email with a prospective client.

Speaking of the first conversation with a prospective client, it’s critical to get a client to commit on the first call. The longer they wait, the slimmer your chance of getting them to work with you.

Now before we jump in, let me offer one piece of advice:

Combine these triggers whenever possible. One trigger is powerful, but when used together, they are even more powerful and will boost your client conversion rate even higher!

(There are 25 strategies in the special report -- here are my favorite 5 -- they're numbered by the strategy as they appear in the special report):


#1. Offer Time-Sensitive Bonuses

How to use a low-cost, high-value bonus to clinch the sale.

Just offering a bonus is a great way to incentivize people to buy what you’re selling. But when you make the bonus time-sensitive, you increase the urgency. And that means increased sales!

Think about the infomercials you see on television. Many of them offer a “gift with purchase” — something extra when you make your purchase. Simply offering a special bonus — and it doesn’t have to be anything expensive — can increase your conversions. But when you combine that bonus with a deadline, you make this strategy even more powerful. That’s because a sense of urgency can help get people to commit.

This does not have to be a high-pressure sales tactic.

Examples:

•  “I’m offering a special bonus for new clients who decide to take action today. If you order the Deluxe Resume and Cover Letter package, I’ll also enroll you in our ‘30 Days to Your Next Job’ Challenge, which is a $49 value, for free.”

• Order your Resume Rewrite package in the next 48 hours, and you’ll get a free 8-day “Leveraging LinkedIn In Your Job Search” training — a $49 value.

• Buy the “Six Steps to a $6,000 Raise” and you’ll get a free 15-minute salary negotiation strategy session — but hurry, this special offer ends tomorrow!

You can also use this tactic for products and services you sell on your website. For example, “If you purchase a one-hour job interview coaching session, you’ll receive a free ebook, ‘55 Questions You Should Be Prepared to Answer in an Interview,’ — if you reserve your coaching session by May 31.”

Low-cost bonuses can include:

• Ebooks or digital special reports

• Workbooks or tip sheets

• Recordings and/or transcripts of teleseminars you’ve done

• 15-minute “strategy sessions” when the client makes a high dollar purchase. These can also be lead-ins to your coaching services or coaching packages, giving prospects a “try-before-you-buy” sample of what coaching can do for them.

Most of these are things that won’t take you a lot of time to create — but have a high perceived value for clients. Just offering a bonus can increase your sales — but putting a time limit on it makes it even more powerful.

#4. Give a Free Critique

Why getting clients to take a small action now can lead to a bigger sale later.

Yet another way to offer your personal time and attention as part of a bonus package is by offering a free critique. Free critiques used to be the number one way resume writers secured leads and converted those prospects into clients. For many resume writers, that’s still the case. Offering a free critique can not only help you assess the client’s existing resume, but it can also help you make the sale. If someone calls you and is asking about price, you can deflect that question by asking if they have an existing resume and offering the free critique.

Ask them some additional questions about their job search — for example, if there is a specific job that they’re targeting, or a specific job posting or opportunity they need the resume for, and what their timeline is. You can also ask when was the last time their resume was updated, and whether they wrote it themselves or not.

Tell the prospect that once they have sent you their existing resume  you’ll get them a customized resume review (critique) that will help identify how their resume meets current standards. This also works for LinkedIn Profile development services.

Examples:

• Order the interview preparation ebook book today and you’ll receive a free resume critique.

• Order now and I’ll review your LinkedIn Profile for free.

If you are a Bronze member of BeAResumeWriter.com, you have access to a Resume Critique Form and LinkedIn Critique Form you can use for this “buy now” incentive.

This is a strategy that works well when paired with other strategies. For example, you can use the LinkedIn critique as a free bonus for your resume clients when paired with Strategy #1 (“Offer time-sensitive bonuses”). So if they purchase a resume package today, you’ll also provide a free assessment of their LinkedIn Profile. (“Oh, you don’t have a LinkedIn Profile? Well, you definitely need one! Let me send you my free ebook on “The Savvy Jobseeker’s Guide to Getting LinkedIn to a New Job.”)

This strategy is also a good way to get clients to take a little action now that can lead to a big sale later. An example of this is if you sell information products — like ebooks or fixed-term membership courses — on your website. Getting someone to enroll in one of those is a perfect example of starting a relationship with a small step. So having an inexpensive offering on your website — under $49, for example, if your resume packages average $500 — gets them to take a small step.

The same is true when you use the free critique — getting them to start the dialogue about what it would be like to actually work with you gets them thinking about that. When you review their existing resume, you’re sharing information about it, but you’re also positioning yourself as the one to provide the actual service.

#7. Justify the Price

Understand where emotion and logic fit into the client’s buying decision.

People make their buying decision based on emotion, and then justify their decision based on logic. With this in mind, you can help them come more quickly to their buying decision by helping them justify their purchase logically.

For example, you can point out that the average length of unemployment is 35 weeks, so shortening that by a few weeks can make a significant financial difference.

Examples:

• If you’re currently unemployed, then you can’t afford to NOT get this book. And consider this — the book is just $25, but you’ll get back to work faster using the practical, action-oriented strategies in the book.

• Do you want to make $1,000…$5,000…or more…in your next job? How much money have you been leaving on the table when you’re negotiating your new job offer? This ebook can add thousands of dollars to your paycheck — and you’ll pay only $49 for this valuable information!

Case studies are a great way to combine logic and emotion. You start with a testimonial from a client who raves about how they got a $1,000, $5,000, or even $10,000 raise when they used the resume you wrote for them. You better believe I used the testimonial from the client I had a few years back who got a $10,000 increase in salary from his last job to his current one. For example: “Wouldn’t it be worth it to invest $600 in a resume and cover letter that can help you get 10 times the return on that in your salary at your next job?” 

(If you are putting this statement on your website, the Federal Trade Commission does require you to have a disclaimer somewhere on the page that indicates the “typical results” your clients achieve, if a significant salary increase isn’t a typical result.)

For more information on use of endorsements and testimonials, check out:

http://www.ftc.gov/policy/federal-register-notices/guides-concerning-use-endorsements-and-testimonials-advertising-16

The key with this strategy is the balance between emotion and logic. You can’t have one without the other.

#10. Give Hope: “Order Now…Or Everything Will Stay the Same”

Get the person who is looking for a do-it-yourself solution to pay for a done-for-you solution.

Basically, the idea here is that you remind the prospect: “If you keep doing the same thing, you’ll keep getting the same result.” If the client doesn’t order now, everything will stay the same…which probably means whatever they are doing isn’t working…otherwise, you wouldn’t be talking to them in the first place.

In the book, “Launch: The Critical 90 Days from Idea Until Market,” author Scott Duffy makes the point that “the biggest mistake salespeople make is selling the wrong thing.” He says you’re not selling them a product or a service — you’re selling them hope.

The same is true for jobseekers. We’re not selling them a resume  We’re selling them job interviews. We’re selling them a better salary. We’re selling them a better life.

This strategy works particularly well for jobseekers who aren’t having success with a “do-it-yourself” approach to their resume  cover letter, and/or job search. The jobseeker desperately wants a solution – and the search for a solution has been disappointing. He’s frustrated, discouraged, and even a little depressed that he hasn’t been able to solve the problem himself. He may even be kicking himself for allowing the problem go on this long. 
This is particularly true for jobseekers who have been actively looking for months.

That’s where you come in — you offer hope. You offer hope that you can help the jobseeker get a job interview…and then an offer…at a great salary…in a job he will love. And you remind the prospect that if he doesn’t take action, then nothing will change.

Examples:

• “Are you struggling in your job search? Not getting interviews? Interviews not turning into job offers? I can help! Call me today and get on the fast track to success in your job search with my 28-day Job Search Success System.”

• “Are you getting paid what you’re worth in your current job? Take our free assessment and find out if you’re underpaid — and the three things you can do today to increase your salary.”

#22. Employ Power Words

You’ve heard the commercial: “People do judge you by the words you use.” These words can help you seal a sale.

This strategy is especially powerful when you combine it with other strategies. That’s because this method is simply a matter of using the most popular power (“trigger”) words that boost sales. As resume writers, we are keenly aware that words have power, and that choosing your words carefully can have substantial impact on the reader.

So, instead of “ resume cost,” it’s “investment.” The power of a word like “investment” is that it triggers a specific feeling in the person reading it. The money they’re spending is not an “expense” or “cost,” it’s something that they will yield a return on.

Let me give you a list of some of the most powerful words you can use in your sales materials, on your website, or in phone consultations with prospective clients:

Some of these words work by capturing attention (“amazing”). Some work by appealing to the prospect (such as the word “you”). Some work by stating a benefit (“easy”). Still others evoke curiosity (“secrets”).

Here are examples of these words in action:

• You

• Secrets

• Discover

• Guaranteed

• Quick

• Easy

• Fast

• Announcing

• Introducing

• Amazing

• Fantastic

• Huge

• Blowout

• Surprising

• Startling

• Reveal

• Proven

• How to

• New

• Scientific

Talk about “you” — because people love to hear about themselves. “Secrets” are appealing, because wouldn’t you love to know a shortcut to a quick and successful job search? If you talk about “quick” or “fast,” people want results NOW! Words like “startling” or “surprising” use something unexpected to stop prospects in their tracks. (“Are you making this surprising mistake on your resume?”) And using a word like “proven” is reassuring, because no one wants to be the guinea pig.

• Announcing our first-ever ebook that teaches you, step-by-step, how to make more in your current job.

• Discover the secrets of the world’s greatest recruiters.

• Now you too can use these proven strategies to find your next job faster!

If you like these five strategies, there are 20 more in the special report:
"Turning Browsers Into Buyers: How To Get Resume Clients To Buy Now"

Collecting Client Testimonials for Your Resume Writing Business

Testimonials on your resume business website serve an important function for prospective customers. But what should be included in them, and how do you persuade customers to provide them?

A great testimonial includes the following elements:

• The specific services you provided to the client
• The specific results he/she realized after working with you
• Whether or not he/she would recommend you to others
• The client name (first and last name is best; first name and last initial is acceptable)
• Client location (city/state)
• Photo of the client, if he/she has one and is agreeable to posting it

Here's a template you can use to ask clients for a testimonial:

Dear (client):

Thank you again for the opportunity to work with you on your job search. I am happy you got the job!

I would appreciate the opportunity to post your results on my testimonials page. Would you be willing to write a few lines telling prospective clients how my services helped you in your job search? I would be most grateful.

Thank you!

Your Name

Do You Make These Money Mistakes in Your Resume Writing Business?

Most resume writers are better with words than numbers. If you're like me, you don't enjoy the finance and bookkeeping parts of your business as much as you do the writing part.

But we need to focus on the money side of things if we want to succeed in business. Here are eight money mistakes that many resume writers make in their business. See if you're making any of them.

1. Not Doing It At All. Many resume writers ignore bookkeeping entirely and try to get it all done the night before their taxes are due. This is a huge mistake for obvious reasons. Even if your resume writing business doesn't make much money yet, you could be missing out on some awesome benefits if you don't take this seriously. The fact is, you have to account for and record every penny you earn from all your business activities, all the time.

2. Not Saving Receipts. Every receipt should be saved. It's easy; just put them in a box after you note them in your bookkeeping software. (I keep mine in a file folder -- one file for each month of the year.) That way, if there is ever a question, the IRS will have the records.

3. Not Getting Expert Advice. Hire someone to help you set everything up so that you know you're doing it right. Some CPA firms will send someone to your location (even at home) to help set up the books so that you do it right, and they can easily do the monthly, quarterly, and yearly activities. (I used to pay my first accountant $25 a quarter to fill out my quarterly sales tax report. I asked my current accountant to teach me how to do it myself -- it takes 5-10 minutes and I save $100 a year by doing it myself now!)

4. Not Tracking Reimbursables. Your clients may reimburse you for some things -- for example, doing an email campaign to recruiters. Make sure you're tracking this as an expense that you paid (or marked up) so you're not paying taxes on the whole transaction as straight revenue.

5. Setting Up the Chart of Accounts Incorrectly. The chart of accounts is very important to accurate bookkeeping. Setting this up right will get you off to a good start and help you avoid money wasters and time wasters. (This is something I need to work on for 2016. My chart of accounts in Quickbooks has become kind of unwieldy over the past 6 years I've been using this version of the software.)

6. Not Reconciling Monthly. Each month you are supposed to reconcile your bank accounts and your bookkeeping accounts. This is an important habit to master because it will help you avoid mistakes. (And it will make doing your taxes easier too.)

7. Taking Money out of the Till. Even if you don't have a real cash drawer, taking out money from your business account and spending it on personal items whenever you want is a bad way to do business. Have a business account that is dedicated solely to the business. Only pay business expenses from it. That way, any checks or withdrawals for you will be profits you're taking from the business.

8. Lack of Automation. Today, you can automate so much, including expenditures that go on a particular card and are booked automatically into your accounting program. There is more, but you'll have to choose the software to find out what type of automation is available.

If you make sure you're not making these money mistakes, you'll have more of a chance to improve your business, spend more time working with clients (instead of working on your business), make more money, and keep everything organized so that you don't get overwhelmed.

Kudos!

I don't normally do posts like this, but I wanted to keep this information somewhere, and I thought you might be interested in this feedback too! (I recommend surveying your customers occasionally -- and this is a good question to ask!)

On the 2015 Resume Writers' Digest Annual Industry Survey, I ask this question:
"What can Resume Writers' Digest and BeAResumeWriter.com provide you with that you're not getting anywhere else? Any other comments/feedback?"

Here were some of the responses:

• "The wonderful client articles to share."
• "I get so much more from BARW than any other association!"
• "I like the pass-along materials and use them to create passive income in my business."
• "Keep up the great work -- have LOVED everything you write and send out to us!"
• "Developing a business model which is highly personalized and incorporates goals for establishing balance between work and real life. A holistic approach to creating a realistic work/life blend. Filtering out the noise and editing 'what to say no to.' My mind is an overachiever and has set me up for a good deal of stress; my heart (and my husband) just wants my personal time back!"
• "I like the tools/templates you make available. I like having quality tools I can easily access and adapt to meet my needs despite a very busy schedule."
• "You are doing an amazing job -- just keep doing what you are doing!"
• "Focus on ideas for improved materials used in the industry."
• "Forms for managing client workload -  i.e., a good "Tracking Form"
• "Content if I ever set up a blog or newsletter to send out to potential clients."
• "Takeaways are great!!"
• "I absolutely love the LinkedIn guide you wrote and then updated. I'd love more templates and guides for additional document writing, such as reference page and guides, social media updating guides, etc. Things I can give or sell to my clients as an added benefit to my resume writing."
• "Guidebooks and information sheets to give to clients as part of paid packages."
• "Resume writing/career coaching book recommendations. Contract samples/templates. Scripts for talking to referral partners (especially recruiters)."
• "You are already doing it, and doing it well!"
• "Show us how to set up merge fields in resume documents, invoices, contracts, etc. to save time when dealing with clients. That way, we only need to type the name, email, address, phone number in once, and then it automatically populates where it needs to in accompany documents."
• "Keep on doing what you're doing; it's great"
• "I would like more information to help potential clients understand the differences between the various certifications out there. There is no apples-to-apples comparison right now. Potential clients seem to simply view a certification as a certification -- with no differentiation."
• "I would love to see a business case for companies, nonprofits, state career centers, university career centers, etc. (organizations that already have a career services component) bringing in resume writer consultants to conduct training and speaking. I often get the cold shoulder with the attitude of "We already offer what you do," but they don't offer the same level of quality and don't have the same level of expertise (or credentials). I am tired of trying to convince them."
• "Products that are pre-written so I don't have to use my downtime not writing to write more!"
• "More potential customer referrals for resume writing."
• "Speaking engagements: Who, what, when, where, why, how."
• "I appreciate the resources you produce. They are of excellent quality and tremendously useful to clients. Thank you for your hard work!"
• Already benefiting with Get Clients Now! but more information/support/resources regarding improving quality of subcontracting relationships, e.g., average income for subcontractor. I think this will benefit the industry generally, both on the subcontractor side and the contracting side."
• "Continued access to tip sheets and instructional materials for us and for clients."
• "Survey results like this to understand industry trends and peer perception."
• "Unbiased information / Bridget's wisdom."
• "I love the ready-made special reports (Pass-Along Materials) that I can give to clients to supplement the coaching/resume writing work we are doing."
• "I love my membership in BARW! It is a goldmine of information and education."
• "More insight into the daily operation of other resume writing businesses. How do they do it?"
• "How to establish a membership-based site." 

I appreciate all the feedback, ideas, and positive comments!

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

Write Great Resumes Faster (CEU)

Looking for Continuing Education Units (CEU) for resume writing? 

Here's a free training that can earn you one CEU!

How long you spend on writing a resume depends on you — but what resume writer doesn’t want to learn strategies to write better resumes even a little more quickly — without sacrificing quality? In this presentation, Bridget (Weide) Brooks, CPRW will give you tools and resources to help you reduce the amount of time it takes you to write a resume — while simultaneously improving the effectiveness of the resumes you write.

Are you ever stumped on where to start when writing a resume? Do you keep track of how long it takes you to write a resume? Would you like to shave 45 minutes, an hour or two — or more — off your writing time? Looking for ideas on how to create more effective resumes to win your clients an interview? How much more money could you make — or how many more clients could you serve — if you could write resumes even just a little bit faster than you do now — without compromising the quality of the work you produce? 

The premise of this training — “Write Great Resumes Faster” — is to help resume writers make more money, with less work! Designed for new resume writers and veterans alike, this presentation will address three main areas. 

• The first is the “pre-writing process,” or strategies to implement before you sit down in front of your keyboard to actually write the resume. 
• The second section is on technology and the tools that will help you with the writing part — and the “getting faster” part, which has a lot to do with research and client management. 
• Finally, you’ll get some solid strategies that will help you when it’s just “not working” — when you get stuck. 

One of the hallmarks of Bridget’s presentations is you’ll get actionable tips and information you can put to use right away, including formulas, cheat sheets, and worksheets.

Take the free course here:

There is also a CEU quiz in the course. If you score 80% or above, you will receive a certification for one CEU.

Bridget (Weide) Brooks, CPRW, has been writing resumes with Image Building Communications in Omaha, Nebraska, for the past 16 years. She is editor of Resume Writers’ Digest, a trade newsletter for professional resume writers, and the founder of the BeAResumeWriter.com resource site for careers industry professionals. Bridget has authored numerous information products, including “Feed the Media,” “Developing Strategic Alliances and Partnerships with Recruiters,” and “Making Money as a Resume Subcontractor.” She is a prolific blogger and social media specialist. Bridget has a bachelor’s degree in public relations from the University of Nebraska at Omaha.

Lessons From the 7-Step Product Creation Challenge Q&A Call

Yesterday, I hosted a Q&A call for participants in the "7-Step Product Creation Challenge" -- a self-guided program to help career industry professionals develop their first -- or NEXT -- information product.

Here are five tips that I shared on the Q&A call that may help you create your information product -- whether that's an ebook, tip sheet, membership program, webinar/teleseminar, live program, or self-study program for jobseekers.

The first tip is START WITH YOUR WHY. What is your motivation for creating an information product? The two biggest "whys" for resume writers and career coaches is usually one -- or both -- of two things. The first reason to create an information product is to generate passive income (and/or recurring revenue) in your business. For most resume writers, they are only making money when they are directly serving clients (1-to-1 work). An information product allows you to make money even while you're sleeping, while you're doing "family things" or even when you're serving clients!

Speaking of serving clients, that's the second reason you may be motivated to create an information product: A well-designed information product solves a problem for a jobseeker. Many resume writers who have developed their products did so because their clients had a need. Here are just a few examples:

• Michelle Dumas ("101 Before-and-After Resume Examples")
• Kristin Johnson ("LinkedIn Success Institute" -- yes, a training program is a type of information product!)
• Shauna Bryce ("Reference Checks, Reference Pages, and Letters of Recommendation for Lawyers and Law Students")
• Brenda Bernstein ("DIY -- Do It Yourself -- Resume Questionnaires")
• Lisa Rangel (multiple ebooks and recorded webinars)
• Norine Dagliano (ekm Guide ebooks)
• Laurie Berenson ("Job Search Jump-Start: 30-Day Challenge")
• Steven Bouchard ("Getting Started With LinkedIn")
• Tracy Cooper ("30 Day Challenge" for jobseekers)
• Donna Tucker ("Jobseekers' Guides")
• Pam Martin ("The Complete Guide to a Successful Job Search")
• Laurie Berenson ("8 Days to LinkedIn Success")

The second tip is START EASY AND CREATE OFTEN! Many career services professionals I talk to want to create something big, like a home study training program or a hardcopy book. Instead, if you're creating your first information product, start with something small -- a tip sheet, an ebook, or a teleseminar. Once you've created one, you'll find it easier to do another one!

But DON'T REINVENT THE WHEEL. That's tip number three. Do you already have something done that you can re-use? Look through your email inbox and see what questions you answer over and over again for clients. Then take the content that you've already sent to clients (copy-and-paste from your emails!) and do something with it! And don't forget that Pass-Along Materials are ready-to-go content you can put to work right away!

The fourth tip is to DEVELOP ONCE AND PROMOTE OFTEN! Once you've created your first (or next!) information product, your work isn't done! The next step is to continue to promote it! You can't just "build it and they will come." Make it a point to promote your product -- post about it on social media. Do guest blog posts or be a guest on podcasts where your ideal client for that product hangs out! Excerpt it!

Finally, JUST GET STARTED! One thing I said over and over again on the call was: "Done is better than perfect!" You can always go back and add to the information product. But getting something done and out there is a huge motivator! If you want help creating an information product for your career services business, take the 7-Step Product Creation Challenge! It's just $37 for the self-guided program. It walks you through the process, step-by-step!

"Someday" is Now (The importance of taking action)

"I'm too busy right now, but I'll get around to it."

Ugh. I find myself saying that (too often!). But the truth is, I'm not really "too busy," I just haven't made it a priority.

Since I first took Kelly McCausey's Little Monthly Payments program, I've registered three domain names (one with web hosting!) to launch my next micro-continuity membership site. But then the excuses got in the way. And two of those domains have come up for renewal (meaning I registered them more than a year ago), and the guilt just keeps piling on.

So when I saw that Kelly is offering a Little Monthly Payments masterclass, I signed up. I can't make all four of the live calls (I have an event one of the nights), but I know I can go back and listen to the recording of that call. (She records all the calls.) More important, though, is that by taking this action, I'm making the development of my next program a priority.

If you've been thinking about how to create passive income (and recurring revenue) in your career services business (while ALSO attracting prospective clients and serving jobseekers better), I wanted to remind you one more time about Kelly's masterclass option.

The masterclass includes the Little Monthly Payments self-study training plus four live calls AND access to two "open office hours" sessions with Kelly to get your specific questions answered. Or, you can sign up for just the Little Monthly Payments self-study training.

You can learn more about both options here:
Little Monthly Payments

And if you buy through my link, I'll also send you my "Little Monthly Payments" checklist that I developed that will help walk you step-by-step through the process. But if you're going to stop saying, "I'll get around to it" -- hey, that implied "someday" is now!

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?

Five Things to Do With Tweetable Tips Content

As I've talked about on many occasions, jobseekers are hungry for information that will help them in their careers. One of the best ways to establish your credibility as an expert who can help them is to share information. 

I'm currently giving my tribe of resume writers "30 Days of Gifts," and today's gift was a mini version of the "Tweetable Tips" Pass-Along Materials from May 2015.

If you're a Free or Bronze member of BeAResumeWriter.com and you're reading this in September 2015, you can log into your account and access today's gift (along with a new gift each day during the month)!

"Top Tips." "10 Ways to..." "3 Simple Strategies for..." These are some of the most popular type of content to publish. Here's five ways to make the most out of this content.

1. Bundle.
You can bundle up tips into an article or a tip sheet. Organize a certain number of tips in a logical order (i.e., 5 tips, 10 tips, etc.), write an intro paragraph, and put a bio paragraph at the bottom with your photo and a link to your website. Don't forget a call to action too! I turn my tips into PDFs instead of sharing them as Word documents.

2. Tweet Them Out.
You can load up your social media accounts with the tweets. You can use a social app like Hootsuite to pre-schedule posts. All of the tweets in the Pass-Along Materials content I gave you will fit in Twitter's 140-character limit. But you can also post them on Facebook, Instagram or Pinterest (see tip #3!), or use them as a LinkedIn status update.

3. Make Them Shareable!
Tips are perfect for creating shareable content -- images and infographics. You can get images from a site like Fotolia (do NOT just get your images off of Google!). Add the shortened tip in a nice font and stick a border around the image. Be SURE to put your company name and URL on the graphic too! If you want to put the tips into an infographic, use a tool like piktochart.com.

4. Create Slides or a Video.
It's easy to create a shareable, information-packed slide show or video. You can use PowerPoint and put one tip on each slide. Publish the slide deck to SlideShare. You can use one of PowerPoint's built-in themes. Pick a theme, type in the tip, and use Fotolia for an accompanying image. Don't forget to add a title slide and a slide at the end with your name/contact information and call to action. Once you have a slide show, you can record the slideshow with narrations and timing (under the Slide Show menu). Then to go "File" > "Make Movie." You now have a slide show AND a video!

5. Use Them as Inspiration!
Stuck for ideas for articles, blog posts, or emails? Use a few of the tips! You can base an article off just one tip, or use a few at a time. Even better, take a bunch of tips (there are several "themes" in the content I gave you) and divide them up into an autoresponder email series. (I use AWeber for this.) Again, don't forget to include a call to action!

What Should Be In Your Client Contract?

Some resume writers don't use a client contract (or client agreement). But if you already have one -- or you're thinking you should have one -- check out these pointers for what should be included in your client contract.

Here's the things you should consider including in your client agreement:

Detailed Description of the Services You Will Provide
It's essential to very clearly describe the services that will be provided. The more detail you can put in this part of the contract, the fewer misunderstandings will occur. This is very important for resume writers in particular, since the majority of us charge by the project instead of hourly. Having a very clear definition of what is included in the services you're providing (including providing timeframes for client consultations, number of revisions, etc.) is critical. You don't want "scope creep" ruining your profit potential. ("I thought that customized cover letter was included." "Let's look at the agreement. No, a template cover letter is included. We can certainly customize it for specific positions; however, there will be a $40 charge per letter for that service. Would you like to order that?"

Responsibilities of the Service Provider

Spell out in great detail which dates youíll have the work completed by, and what your responsibilities are to the client in regard to getting the work done. How will it be submitted to the client? What constitutes finished work? Be very specific in this area. It will help protect you as well as help you feel done each day when you know what constitutes "finished."

Responsibilities of the Client

Spell out what the client must do so that you can do your job. For example, state that the client must get you the information you need by a certain date, and say how the client should contact you when they have questions. Be very specific and exact in this section so there is no mistake about what the client needs to do to ensure that you can do your work in a timely manner.

Important Due Dates

Restate the important due dates for both sides of the client/service provider equation. The reason you want to state this again is that it's an essential component in being able to work together cohesively without issues. These dates will ensure that it all happens without a lot of back and forth or problems. If the client returns the questionnaire to you after the due date, that will most likely cause a delay in the delivery of the resume draft. Make sure your agreement states that!

How Payment Will Be Processed

State how and when you will bill the client and how and when you expect the client to pay you. If you want to be paid via PayPal then you should say so, otherwise they may not be prepared to pay you this way -- which can cause delays. Spell out all the terms, the amount and how and when it all happens. Most resume writers charge full payment up front, so make sure your agreement outlines your refund policy. Also be sure to clarify how charges for additional services will be handled. (For example, those customized cover letters!)

Terms for Termination

Tell the client how they can terminate your agreement, and state how you can terminate the agreement. If there is an end date to this contract, state that here too. (For example: All resume projects not finalized within 45 days after the delivery of the draft document will be considered "closed" and any changes or corrections requested after that date will incur additional charges.)

Legalities

It's super important to include any legalities that are required by your state or country. It also is good for the service provider to include a line that states any court proceedings and all laws will be determined by your state, city and county. That way if a problem happens you won't have to travel for court. (This is especially important if you work with clients outside your immediate geographical area.)

Optional:
Complete Description of the Relationship between Both Parties
This is the area where you mention the nature of the business relationship, in terms of whether or not you are an independent contractor or an employee. Spelling it out here will protect both parties from IRS issues later. This isn't likely to be a big issue unless your agreement is with an outplacement service firm, for example, instead of a single client.

Non-Disclosure Agreement
This is something that is good for both parties -- you agree not to tell people you work for the client and the client agrees not to share your proprietary documents, processes, and materials with anyone else. Whatever you both want in this agreement to protect both parties in terms of non-disclosure goes here.

Ownership of the Deliverables
State in this section who owns the deliverables. Usually you will put words to the effect that deliverables are owned by the client once payment has been processed. This will help prevent non-payment or claims of ownership of the work when payment has not yet been submitted. This is the best way to protect your hard work and their intellectual property.

Having a client contract or agreement can't always protect you from PITA clients, but it can help you untangle the mess if a client does have an issue.

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. :-)