JOBTALKSJOBTALKS
Direct Mail Job Campaigns
Marketing Yourself
Indiana UniversityKelley School of BusinessC. Randall Powell, Ph.D
Contents used in this presentation are adapted from Career Planning Strategies and used with the permission of the author.
Marketing a Product
YOU!
background credentials
advantages: less expensive less time
disadvantages:less effective
Resumes
Poor Response Rate
Techniques can keep it out of the circular file
Playing the Odds!
2% to 4% response
Two Approaches to Direct MailRifle
(narrow)Shotgun(wide)
Target audienceMake response easy
Force a responseName drop
Hard sell the product (you)Aggressive close
Six Methods to Increase Effectiveness
INCREASE EFFECTIVENESS OF DIRECT MAIL
1 2 3
Targetaudience
MakeResponse
easy
Forcea response
Identifycustomer
Enclosepostcard
I willcall
INCREASE EFFECTIVENESS OF DIRECT MAIL
4 5 6
Dropname
Hard sellthe product
Aggressiveclose
TEAM
Cover Letter• attention getter• personalized
Resume • facts & details• general
WRITE THE PROPER PERSON
If you don't have this info...find it or write the president.
Les Dolittle1 Pot Luck LaneMt. Cloud, MD 00000
Specific name: Mr. J.B. BigActual title: Vice PresidentDepartment: Human ResourcesOrganization: I.C.U. GroupAddress: Cando, IA 99999
No Insurance It Will Be Read!
must have well developed design & proper structure
worth time & effort
COVER LETTERSindividually typed
Business Letter
Format
Applicant's AddressCity, State, ZipPhoneDate
Employer's NameEmployer's TitleFirm NameAddressCity, State, Zip
Dear Mr., Ms., Last Name
Introductory ParagraphBody ParagraphClose (Thank You, Action Expected)
Sincerely Yours,Applicant's Name
Encl: Resume, Expense Statement, Othercc: Placement Office (Helps Get Results)
Your cover letter and resume must:
reach the proper person...
be read by that person...
communicate your credentials.
Cover Letter Is Not A Long Narrative!
Short&
concise
covers ONLY basic and relevant aspectsof background that relate to the position
Goal:convince employer that you have thequalifications to handle the position.
must communicate credentials…must be able to write well...
COVER LETTERS
tone = modest confidence
Dear IBM, How are you?I am fine...
PURPOSE
obtain anappointment
COVER LETTERS
create interest and enthusiasmwant employer to take action
Action = Invite You To An Interview
overtly suggest it…set specific time...
How do you get the employer's attention?
some methods more effective than others...
tailored to your unique background & interests...
First Words Must Catch Attention Stimulate Reader's AppetiteKeep Reader's Interest High
Words Make Difference
highlight valuesshow interestdescribe personality identify skills
WORDS
(difference between success & failure)Motivate the Reader
FORCETHEEMPLOYER
subconsciously
I CAN Administer Coordinate Control Create
Direct Develop Evaluate Influence Lead Motivate
Dear Employer,
Implement Increase Manage Supervise Propose Sell
I DID Conduct Complete Accomplish Establish
Dear Employer,
Successfully Meaningfully Completely Responsibly Tactfully Equitably Maturely In an appropriate
manner
I DID IT Quickly Well Concisely Thoroughly Pleasantly Fairly Resourcefully
Dear Employer,
Realistic Positive Responsible Productive Tactful Attitude
I AM Logical Analytical Methodological Practical
Dear Employer,
Efficient Energetic Enthusiastic Logical Objective Humble
I AM Aggressive Ambitious Conscientious Creative
Dear Employer,
Describe Yourself
By Example
situations
stories
projects
activities
experiences
episodes
Tell About Your Life
real
embarrassing
sincere
humorous
A Lot Of Life
crammed into one letter
Use the BACK button to return to
the menu
If you would like to If you would like to learn more, learn more, Career Career Planning StrategiesPlanning Strategies textbook will supply textbook will supply additional information additional information on this topic.on this topic.