For your self-marketing tools, less is more

FEW THINGS GIVE ME MORE AGITA than receiving sales material in my inbox from the same person or company over and over again. Then I have to take a time-out from my work and search for a link in tiny print that will take me to a page to request removal from that marketer’s mailing list.

In many instances I can open their redundant e-mails, find for the link that reads “please remove me from your mailing list, ” click on it, and presto it’s done.

At other times, those Internet marketers have the gall to require you to fill out a long form before the request is granted—and even ask you comment on reasons why you want to be removed from its list. Some sites don’t honor these requests at all and keep sending junk e-mails.

There is a silver lining here. You can learn from those pinhead marketers exactly how prospective employers and customers feel when bombarded with too much information. This should motivate you not to make the same mistake by reducing the number of marketing tools you attach with cover letters, follow up letters, or proposals.

Whenever you send a packet stuffed with marketing materials to prospective employers or sales prospects their reaction often is, “what the hell am I going to do with all this stuff?” This only serves to piss off, overwhelm, and aggravate prospective customers.

For this reason, you need to keep your marketing and self-marketing tools compact. Less is more doesn’t mean including newspaper clippings, brochures, and testimonials, along with a boilerplate cover letter. Your stuff gets thrown out or deleted besides pissing-off your respondents.

With less is more, your marketing tools become more because your target audience will have more time to focus on what you consider to be the most important selling points. Your materials will have a better chance of being read. And remembered.

So the next time you’re tempted to swamp an e-mail with droves of drivel, send only one or two items in your first mailing. Your brochure or resume with an article and personalized cover letter will do nicely. Then you can follow-up a week or two later with more information about you, your product, or service.

It also makes good marketing sense to send a little something more over the following months. Then your candidacy or business will NOT be out of sight and out of mind.

RANDY PLACE is the author of Your One-Minute Job Finding Coach, the perfect companion for both job hunters and careerists. Follow this link to learn how this book can help you.

Copyright ©2017 by Ransom (Randy) Place

About the Author

Randy Place
RANDY PLACE is a job finding coach, author, writer on career topics, broadcaster, and host of www.yourcareerservice.com For 23 years, he helped over a thousand downsized employees at JPMorganChase find jobs. He also coached executives at CBS, Pitney Bowes, and major outplacement firms in New York on job-finding, communications skills, and sales strategies An accomplished seminar leader and speaker, Randy has designed and presented workshops on job finding and sales training nationwide. His nationally syndicated radio series, Your Career Service, has been heard on over two hundred radio stations in the US. Randy is the author of “Your One-Minute Job Finding Coach” and writes about career topics on www.yourCareerService.com. His articles about job finding have appeared in the Wall Street Journal’s National Business Employment Weekly. A former sales executive at NBC, broadcast journalist, and commercials spokesperson, Randy holds a Bachelor’s in Broadcasting from Syracuse University, and a Master’s in Journalism from NYU.

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