JOBTALKS Direct Mail Job Campaigns Marketing Yourself Indiana University Kelley School of Business C. Randall Powell, Ph.D Contents used in this presentation are adapted from Career Planning Strategies and used with the permission of the author.

JOBTALKS Direct Mail Job Campaigns Marketing Yourself Business Career Planning and Placement Indiana University Kelley School of Business C. Randall Powell, Ph.D.

Marketing a Product YOU! backgroundcredentials

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 Mail Rifle (narrow) Shotgun (wide)

Target audience Make response easy Force a response Name drop Hard sell the product (you) Aggressive close Six Methods to Increase Effectiveness

INCREASE EFFECTIVENESS OF DIRECT MAIL 123 Target audience Make Response easy Force a response Identify customer Enclose postcard I will call

INCREASE EFFECTIVENESS OF DIRECT MAIL 456 Drop name Hard sell the product Aggressive close

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 Dolittle 1 Pot Luck Lane Mt. Cloud, MD Specific name: Mr. J.B. Big Actual title: Vice President Department: Human Resources Organization: I.C.U. Group Address: Cando, IA 99999

No Insurance It Will Be Read! must have well developed design & proper structure worth time & effort

COVER LETTERS individually typed

Business Letter Format Applicant's Address City, State, Zip Phone Date Employer's Name Employer's Title Firm Name Address City, State, Zip Dear Mr., Ms., Last Name Introductory Paragraph Body Paragraph Close (Thank You, Action Expected) Sincerely Yours, Applicant's Name Encl: Resume, Expense Statement, Other cc: 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 aspects of background that relate to the position

Goal: convince employer that you have the qualifications 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 an appointment

COVER LETTERS create interest and enthusiasm want 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 Appetite Keep Reader's Interest High

Words Make Difference l highlight values l show interest l describe personality l identify skills

WORDS (difference between success & failure) Motivate the Reader

FORCE THE EMPLOYER subconsciously

I CAN n Administer n Coordinate n Control n Create n Direct n Develop n Evaluate n Influence n Lead n Motivate Dear Employer,

n Implement n Increase n Manage n Supervise n Propose n Sell I DID n Conduct n Complete n Accomplish n Establish Dear Employer,

n Successfully n Meaningfully n Completely n Responsibly n Tactfully n Equitably n Maturely n In an appropriate manner I DID IT n Quickly n Well n Concisely n Thoroughly n Pleasantly n Fairly n Resourcefully Dear Employer,

n Realistic n Positive n Responsible n Productive n Tactful n Attitude I AM n Logical n Analytical n Methodological n Practical Dear Employer,

n Efficient n Energetic n Enthusiastic n Logical n Objective n Humble I AM n Aggressive n Ambitious n Conscientious n 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

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If you would like to learn more, Career Planning Strategies textbook will supply additional information on this topic.