1. 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.

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

3. Marketing a Product YOU! backgroundcredentials

4. advantages: less expensive less time disadvantages: less effective

5. Resumes Poor Response Rate

6. Techniques can keep it out of the circular file Playing the Odds! 2% to 4% response

7. Two Approaches to Direct Mail Rifle (narrow) Shotgun (wide)

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

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

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

11. TEAM Cover Letter attention getter personalized Resume facts & details general

12. 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 00000 Specific name: Mr. J.B. Big Actual title: Vice President Department: Human Resources Organization: I.C.U. Group Address: Cando, IA 99999

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

14. COVER LETTERS individually typed

15. 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)

16. Your cover letter and resume must: reach the proper person... be read by that person... communicate your credentials.

17. Cover Letter Is Not A Long Narrative! Short & concise covers ONLY basic and relevant aspects of background that relate to the position

18. Goal: convince employer that you have the qualifications to handle the position. must communicate credentials… must be able to write well...

19. COVER LETTERS tone = modest confidence

20. Dear IBM, How are you? I am fine...

21. PURPOSE obtain an appointment

22. COVER LETTERS create interest and enthusiasm want employer to take action

23. Action = Invite You To An Interview overtly suggest it… set specific time...

24. How do you get the employer's attention? some methods more effective than others... tailored to your unique background & interests...

25. First Words Must Catch Attention Stimulate Reader's Appetite Keep Reader's Interest High

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

27. WORDS (difference between success & failure) Motivate the Reader

28. FORCE THE EMPLOYER subconsciously

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

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

31. 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,

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

33. n Efficient n Energetic n Enthusiastic n Logical n Objective n Humble I AM n Aggressive n Ambitious n Conscientious n Creative Dear Employer,

34. Describe Yourself By Example situations stories projects activities experiences episodes

35. Tell About Your Life real embarrassing sincere humorous

36. A Lot Of Life crammed into one letter

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