I
came across a jobs handbook on the table of a Times Square Starbucks. It was just laying around but it called to
me. The title is “Your Winning Edge.” It’s put out by Division of Employment and
Workforce Solutions from the New York Department of Labor. The advice centered around creating a strong
resume. Of course I would find a book
marketing message as I thumbed through the booklet. Promoting a book is like crafting a resume to
promote your candidacy for a job.
Page
nine of this pamphlet featured a list of scores of action words recommended for
resumes, alphabetized to include achieved, collaborated, directed, identified,
launched, persuaded, utilized, and the like. There are words that should be
used in press releases, pitch letters, emails, and social media that would add
color, character, and power to the message one seeks to convey. We see them all the time – “dramatically,”
“rose from poverty,” “charismatically seduced,” “speaks with unbridled candor,”
“reveals a truth rarely seen,” and “heroically saved lives.”
On
page eight there were do’s and don’ts on resume writing, such as “Be explicit,
use action verbs” and “Don’t list salary requirements or past salaries.” For press releases it would be “Use five to
seven bullet points to get across what you can speak about in an interview” but
“Don’t make the press release longer than two pages or use curse words unless
relevant and appropriate.”
Another
part of the booklet spoke about how employers look at resumes and how their
bottom line is to find candidates that seem qualified and who will fit in to
the corporate culture. The same is true
with the media. Bottom line here is the
media wants a qualified guest/expert source who can appeal to the
viewers/listeners/readers of that media outlet.
Who
knew that looking for a job is so much like you looking to promote a book. It’s all about timing, packaging, and
researching to find the right match.
Format and personation count. So
does appearance. There are procedures
for contacting companies and submitting forms for a job and there are certain
procedures and even forms one must follow or submit in order for a media outlet
to give consideration to them or their book.
The
booklet contained commonly asked interview questions and provided interview tips
such as:
“smile
and be polite”
“dress
appropriately”
“maintain
eye contact”
“answer
questions without rambling”
“don’t display nervous mannerisms”
“don’t display nervous mannerisms”
Sound
familiar?
Finally,
it talked about steps for following up.
The same holds true for your interactions with the media.
I
guess comparing media coverage to job hunting may make you feel unsettled, but
it should give you a sense of familiarity.
In both cases you have to find a way to show how you fill a need, offer
something new or unique, or provide value.
The only difference is once you get a job, you hold onto it for a while,
but with the media, even a yes today doesn’t help you when you need a new yes
tomorrow.
Knock-em
dead!
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