The Magic Of Marketing Letters


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The Magic Of Marketing Letters

  1. 2. Job Seeker Options Job Boards Ads Internet Netw orking Head Hunters Self Marketing
  2. 3. <ul><li>What is a Market Letter </li></ul><ul><li>Why Market Letters work </li></ul><ul><li>Putting power into your words </li></ul><ul><li>The Magic Formula </li></ul><ul><li>Sample Market Letter </li></ul><ul><li>Database and Mail merge </li></ul><ul><li>The Do's and Don'ts </li></ul>Market Letter Overview
  3. 4. What is a Market Letter <ul><li>A one page direct mail piece,targeted to a &quot;Decision Maker&quot; </li></ul><ul><li>It instantly demonstrates your value to a perspective employer </li></ul><ul><li>It discreetly says, this person is confident, accomplished, knows what they want and is interested in working for them </li></ul><ul><li>It's solely designed to get you an Interview </li></ul>
  4. 5. Why Market Letters Work <ul><li>Provides a step by step strategy </li></ul><ul><li>Quantifies your value </li></ul><ul><li>Puts you in control </li></ul><ul><li>Quickly access hidden job market </li></ul><ul><li>Generates 5 to 30% interviews </li></ul><ul><li>Boosts confidence </li></ul><ul><li>Cost effective </li></ul>
  5. 6. Three Step Process <ul><li>The Resume </li></ul><ul><li>The Market Letter </li></ul><ul><li>The Interview </li></ul>
  6. 7. The Resume <ul><li>Is a catalogue of quantified accomplishments </li></ul><ul><li>Serves as a database for market letter </li></ul><ul><li>Quantify accomplishments by counting </li></ul><ul><li>Profits, Sales, Customers, Savings, Calls, Employees, Budgets, Favourable increases or decreases, size, value and timeframes. </li></ul>
  7. 8. Resume (continued) <ul><li>Develop your S.T.A.R. stories </li></ul><ul><li>Profit (the only reason for the interview) </li></ul><ul><li>Yes you can measure your accomplishments </li></ul><ul><li>Words (action verbs) </li></ul><ul><li>Be objective (put yourself in the reader's place) </li></ul><ul><li>How will the company benefit from hiring you? </li></ul>
  8. 9. Putting Power into words <ul><li>I carried out an active nationwide technical recruitment program, involving employment agency contacts, college interviews, and considerable advertising. This program made possible extensive organizational growth. </li></ul>
  9. 10. Putting Power into words (continued) <ul><li>I recruited technical personnel. </li></ul><ul><li>I sparked laboratory expansion from 30 to 150 persons. </li></ul><ul><li>I developed new supply sources for technical manpower by interviewing in 50 colleges and universities. </li></ul><ul><li>I increased inquiries from 50 to 75 a week by means of advertising. </li></ul>
  10. 11. The Market Letter <ul><li>Your letter must make the reader drool. </li></ul><ul><li>Usually takes 4 to 5 drafts. </li></ul><ul><li>S.T.A.R.. stories (Can't sell from an empty wagon.) </li></ul><ul><li>Other uses (Networking tool, responding to ads.) </li></ul><ul><li>Keep them going out. </li></ul><ul><li>Physical aspects of your letter. </li></ul>
  11. 12. The Magic Formula <ul><li>Step One - &quot;The Opener&quot; </li></ul><ul><li>Step Two - &quot;The Link&quot; </li></ul><ul><li>Step Three - &quot;The Reinforcement&quot; </li></ul><ul><li>Step Four - &quot;The Close&quot; </li></ul>
  12. 13. &quot;The Opener&quot; <ul><li>Topical Openings </li></ul><ul><li>I have been in Sing Sing prison twenty times - each time in a professional capacity, auditing the books of the prison . </li></ul>
  13. 14. &quot;The Opener&quot; (continued) <ul><li>Accomplishment Openings </li></ul><ul><li>As Controller of a manufacturing company doing 25 million in sales, I discovered neglected stock, sold it for $240,000 and made a profit of $30,000 instead of taking a loss of $60,000. </li></ul>
  14. 15. &quot; The Link&quot; <ul><li>Connective Link between opening & application </li></ul><ul><li> If your company needs a Manufacturing Manager with my training and experience, you may be interested in some of the things I have accomplished. </li></ul><ul><li>Your company may be in need of a sales executive. If so, you may be interested in what I have done in sales. </li></ul>
  15. 16. &quot;The Reinforcement&quot; <ul><li>3 to 5 supporting Accomplishments. </li></ul><ul><li>Pull these accomplishments from resume. </li></ul><ul><li>Use only 1 &quot;for instance&quot; to a paragraph. </li></ul><ul><li>Try not to use more than 10-12 words per sentence. </li></ul><ul><li>Keep all paragraphs down to 3 and not more than 4 lines. </li></ul>
  16. 17. &quot;The Reinforcement&quot; (continued) <ul><li>Implemented plant-wide continuous improvement programs, resulting in annual savings of $200,000. </li></ul><ul><li>Improved an existing product, securing new sales of high temperature and high load applications not previously possible. </li></ul>
  17. 18. &quot;The Reinforcement&quot; (continued) <ul><li>I doubled the commercial applications in two years and directed low-cost designs, which established the product in the field of machine tools and motor boats. </li></ul><ul><li>I provided a field engineering service, models, test installations and catalogue data. New sales of highly engineered applications were secured through these services. </li></ul>
  18. 19. &quot;The Close&quot; <ul><li>Use a passive close. </li></ul><ul><li>I am a graduate of the _____ School where I majored in Financial Management and hold an Engineering Degree from______ University. </li></ul><ul><li>I would be glad to discuss my experience further in a personal meeting. </li></ul>
  19. 20. Sample Market Letter
  20. 21. Step 1- &quot;The Opener&quot;
  21. 22. Step 2-&quot;The Link&quot;
  22. 23. Step 3-&quot;The Reinforcement&quot;
  23. 24. Step 3-&quot;The Reinforcement&quot; (continued)
  24. 25. Step4 - &quot;The Close&quot;
  25. 26. The Envelope
  26. 27. The Interview <ul><li>Respond by linking your answers to your value to the employer. </li></ul><ul><li>Use questions to demonstrate how you can help. </li></ul><ul><li>Interviewers don't always relate what you have said to how it will help them - spell it out. </li></ul><ul><li>Use your P.A.R. stories to prove you have the skills, not just the experience. </li></ul><ul><li>Summarize the fit between your skills and the job. </li></ul>
  27. 28. Mail Merge Demo <ul><li>Open Form Letter file </li></ul><ul><li>Open Data Base file </li></ul><ul><li>Merge Documents </li></ul>
  28. 29. Database Search
  29. 30. Search Criteria
  30. 31. Search Results
  31. 32. Search Results in Excel
  32. 33. The Do's and Don'ts <ul><li>Never include resume or reference to it. </li></ul><ul><li>Avoid self-appraisement. </li></ul><ul><li>Don't get discouraged. </li></ul><ul><li>Use technology if possible. </li></ul><ul><li>Forget the &quot;how&quot;- concentrate on “what&quot;. </li></ul><ul><li>Prepare yourself for a &quot;hard&quot; work task. </li></ul><ul><li>Take every interview opportunity. </li></ul><ul><li>Replies - could be a networking source. </li></ul>
  33. 34. The Resulting Interview <ul><li>Should produce a minimum 6% interview rate. </li></ul><ul><li>You've been invited in for a meeting. </li></ul><ul><li>You are not competing with others. </li></ul><ul><li>Find out what sparked their interest. </li></ul><ul><li>You and the interviewer are on equal terms. </li></ul><ul><li>Your letter may have put you on a &quot;presold&quot; basis. </li></ul><ul><li>Try for a &quot;win&quot;. </li></ul>
  34. 36. Recommended Reading <ul><li>Executive Jobs Unlimited </li></ul><ul><li>Carl R. Boll </li></ul><ul><li>The Magic of Market Letters </li></ul><ul><li>Jim Geraghty </li></ul><ul><li>$15.00 a copy </li></ul><ul><li>(includes sample letters and more) </li></ul>
  35. 38. Recommended Reading Executive Jobs Unlimited Carl R. Boll The Magic of Market Letters Jim Geraghty 15.00 a copy (includes sample letters and more)