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There are four types of ads.

The Ones That Don’t Say What They Mean (25 Percent)

Confusing words are usually the sign of a confused mind, a committee decision, or both. This occurs most often because the offeror is rushing to meet an ad deadline. The salesperson in the classified office is equally frantic. So, the result reads like an eye chart.

A quarter of all ads are unintelligible, except for the job title (which may be inaccurate). A call-in response is particularly effective, since the offeror probably still doesn’t know what he wants.

If you call early enough, it’s like picking wallpaper. The first jobseeker he sees is the one he’ll choose. He’s very impressionable, and your first impression really counts.

So genie him if it’s an open ad (Do 1). Otherwise, send a mirror letter like what I discuss in the next Do.

The Ones That Don’t Mean What They Say (35 Percent)

These ads appear most frequently and are the most difficult to identify. Many of them are intentionally misleading. Others are just looking for someone else. Don’t take it personally. It’s totally not about you.

Intentionally misleading ads are designed to bait and switch you into another position, or identify you as someone seeking employment.

These are the ones that seem to be written for you and are designed to draw the largest response possible. Glamour jobs in media and fashion industries are often featured, as are hot jobs in management, marketing, and human resources.

Although there are some ways to spot these ads, why bother? Take the bait and check them out. It’s a numbers game, so mechanically go for every one. Let them attempt to switch you all they want.

Nobody plays the game like us!

The Ones Who Don’t Know What They’re Saying (25 Percent)

These well-intentioned folks are the ones who take open requisitions and recite them in the ads. It takes a lot more than buzzwords (and buzzphrases) to really understand the specialized jobs in many businesses.

Fully a quarter of the ads contain misstatements or omit essential duties. Either the offeror didn’t do his homework or is just covering himself.

You get the interview by studying the ad and playing it back. You only need to know slightly more than the offeror. You always will.

The Ones Who Say It and Mean It (15 Percent)

There are some straight talkers out there.

Their seriousness means they’ve already gone through their apps, posted the job on the bulletin boards, offered referral bonuses to employees, researched salaries, placed job orders with recruiters, and have otherwise been thorough.

These employers are worth instanting on. They know who they want and will value someone with your training.

That’s about all there is to know. You’ll reply no matter what I say.

Read on to do it the instant way!

Do 20: Responding to Classified Ads

Now that you know how to read between the ad lines, let’s respond for instant interviews!

Tracking the Ads

Read the help-wanteds daily. Also check the employment web sites of all the newspapers in your area. Circle (or bookmark) any that even remotely look good.

Ads can be open or blind. If open, you know the identity of the employer. If blind, you don’t. If there’s a phone number, use it. Find out all you can.

Read the ad and pick the three most important requirements. (Theirs, not yours.) These are usually the first ones. The others are just nice to have.

Replying with a Mirror Letter

If you’re responding to an ad, don’t send your resume without a mirror letter. You just use the better letter format (Do 8) and reflect (mirror) the first three ad specs exactly.

Resumes are too general to align with written specs. It’s a much more productive use of your time to be out instanting than to be torturing your resume trying to fit some ad. A mirror letter can be knocked out quickly and you’re on your way.

Here’s how to reply to the ad:

1. Use your letterhead. You already know how important that is (Do 8).

2. Try to address the