• Choose a category
• All
• Classic-Fiction

• Potential employers need to get something out of reading the piece.

• Use graphs and charts wherever possible because people like visuals.

• Make it only as long as it needs to be.

• Offer to share your primary research if the company is interested.

A WAR STORY

Ross Macpherson

I worked with one client who specialized in retail merchandising (point of purchase [POP], planagrams, etc.). After developing her resume, we discussed putting together a targeted job search campaign to go after some of the bigger players in retail. While working out her “unique selling proposition,” she made the claim that she could walk into any retail environment and recommend how they could make more money through better merchandising. I asked, “Can you really back that up?” and suddenly her plan was born.

My client targeted 5 major retail outlets, went to a number of their locations, and made detailed notes on what she saw and how she would improve it. The first company she contacted was a major outlet with offices located in the building over the store. She walked into the offices, asked to speak to the person in charge of marketing, and was told he was in a meeting until 11:00 A.M. She scribbled a quick note on a piece of paper that read, “I’ve just spent 30 minutes in your store. I found 3 merchandising inconsistencies and identified 7 ways that should increase your sales by about 12 to 15 percent. My name is and I will be waiting in the coffee shop downstairs.”

She told the receptionist, “Please hand this to him at the end of his meeting. It’s very important,” and she walked out.

Shortly after 11:00, the vice president of marketing came downstairs, met her in the coffee shop, and she spent the next hour walking through every corner of the store with him discussing her findings. Although no such position existed, the vice president hired her as their new director of merchandising.

Compliments of Ross Macpherson, president, Career Quest (www.yourcareerquest.com).

■ CLASSIFIED ADS

Buy a classified ad in the newspaper. Have a title that describes your ideal position (Cost Accountant, Project Manager, Marketing Manager). Bold the title and describe your features in 25 words or less. The more space you use, the more it costs. Here’s what to do:

• Use acronyms. For example, a cost accountant could advertise: CA 10 yrs exp in manufacturing. Excel, AccPac, Ref. More info 555- 1212 (also works on Facebook and Craigslist).

• Bold your headline so it jumps off the page.

• Plan on running it for 2 to 4 weeks.

• If you can’t afford every day, ask which are their busiest days.

• Propose a swap, a deal where you trade your expertise instead of paying cash.

• Ask if you can run a box ad and pay only for actual leads.

■ WRITE A BROCHURE

Do a brochure instead of a resume. This is a great way to find temporary or contract work leading to a full-time position. Send the brochure to your target group. Speak to their needs on the front cover. Profile your projects and accomplishments on the inside flaps (use one of the inside flaps for quotes from your references). Reserve the back panel for your mini bio. Include a photo if you’re good looking (see GM4JH.com/007.html for examples). In addition, do the following:

• Hand-address the envelope you mail it in.

• Buy glossy brochure paper for your laser printer. I order mine from Paper Direct (www.paperdirect.com).

• Lead with your best foot.

• Keep the copy short.

• Make sure your address and contact information are easy to find.

■ CONSULTANT LETTER

Employers often prefer to “try before we buy” prior to making a permanent offer, or to bridge the gap while they are looking for a permanent employee, or a way to hide the extra headcount in their “variable” costs. Many people get their start this way. Robert W. Bly has a letter in his book, The Encyclopedia of Business Letters, Fax Memos, and E-Mail (Franklin Lakes, NJ: Career Press,