The Magic Of Marketing Letters
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The Magic Of Marketing Letters

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The Magic Of Marketing Letters The Magic Of Marketing Letters Presentation Transcript

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