AMiable Solution #10: Selling Yourself, Part 3: Nailing an Interview

Anyone who has ever actively searched for a job knows that the most painful part of submitting a resume to a prospective employer is the waiting that occurs once the resume is sent. Will you get a call? Will you be asked in for an interview? If you are, how can you be sure you'll make the best possible impression?

For those answers, we turned to veteran recruiter Megan Cuthbertson.

For starters, Megan says, give yourself every chance to be successful. Research not only the company but also any available alumni groups to get a feel for the company and the position. Prepare questions and prepare for questions. If the interview location is in unfamiliar territory, drive the route ahead of time so you know where you're going, where you're going to park, and how long it takes to get there. And, remember that the interview really starts with that first phone call. Treat the caller, and everyone else you encounter at the organization, with respect.

Once you begin the interview, be confident. "Remember," says Megan, "they asked you to be there."

Megan also advises candidates to listen carefully to the questions they're asked and to answer those questions only. Don't offer additional information: nervous chatter can backfire on you. Make sure, too, that you understand the role. Ask the interviewer to walk you through a typical day in the position.

Before you leave, reiterate your interest in the position. Then, ask if anyone at the company has any reservations about your ability to fulfill the role. This, Megan says, gives employers an opportunity to address their concerns about you before you walk out the door.

When the interview is over, don't forget to follow-up with a thank you. If you missed our March enewsletter, be sure to check it out here, http://www.amidirect.com/files/enewsmar2012.pdf, to see why following-up can be so important.
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AMiable Solution #9: Selling Yourself, Part 2: Understanding Job Ads

How often have you been interested in a position but didn't apply because you didn't think you met all of the necessary qualifications? Although you may have been taught to skip the ads that included responsibilities beyond your experience, the folks at CareerBuilder.com say that by applying for only positions that you're "perfectly matched" for, you could be missing an opportunity.

So how do you know if you should apply? Look closely at the language used in the job description.

If the description says "experience required," it means that the employer is looking for candidates who have done most of the tasks advertised. The amount of experience the employer is looking for, according to CareerBuilder writer Larry Buhl, may be negotiable, so if your experience matches the majority of the duties listed, edit your resume to address those particular experiences/skills and send it in.

If the job description says "experience preferred," then you should submit your resume if you have some experience in the duties described. According to Buhl, an "experience preferred" claim means that the employer hopes you have experience in most of the responsibilities described but won't automatically disqualify you if you don't.

Do you have a better suggestion to offer or a challenge you'd like help with? Say it here. Your comments are always welcome.

AMiable Solution #8: Selling Yourself, Part 1: Updating Your Resume

When was the last time you updated your resume? If you haven't yet added your most recent job change, promotion, responsibilities, or accomplishments, now's the time. Whether you're actively looking for a new job or not, maintaining a current resume not only guarantees you won't forget to add important details or accomplishments, but it also alleviates some of the stress and panic associated with sudden unemployment.

Although updating a resume itself isn't a quick process (you need to give yourself time to review it carefully to avoid mistakes), evaluating it for these key elements will take only minutes. Use the list below to quickly identify and highlight the weaknesses and strengths in your resume:

• Nouns. The nouns you include will help distinguish you from other applicants and solidify your image as a competent, experienced professional. Include such nouns as the names of specific tools you use, software and hardware you use and that's unique to your job or industry, techniques you are qualified to use, professional organizations you joined, and trade shows and conferences you have attended.
• Numbers. Quantify everything you can. Don't just say, "Created and coordinated the distribution of direct mail pieces," say, "Created and coordinated the distribution of 500,000 direct mail pieces annually."
• Relevant details. Highlight your duties and accomplishments as best you can, but use what you have as a base. Then, when you do apply for a position, use the job announcement as your guide and tailor your resume to each job you apply for. Address each qualification as accurately and completely as you can, answering the question of whether you have the experience or ability to perform the responsibilities.
• Personal information. Remove from your resume any information that could be used against you, including age, race, and political or religious references.
• Design. Don't be afraid of white space, and don't minimize type size to maximize content: keep your font size at 10pt or greater. Use bullets to list your responsibilities, and keep the overall design attractive and easy to scan.
• Verbs. Look closely at the job description/position announcement you're responding to. What verbs does the announcement use to describe the position's duties? When you can, incorporate those same verbs into your resume. Varying your verb choices is also important. Make sure you choose verbs that convey meaning and power. For a free list of powerful verbs to consider using on your resume, email us at solutions@amidirect.com.

Do you have a better suggestion to offer or a challenge you'd like help with? Say it here. Your comments are always welcome.

AMiable Solution #7: Picking Favorites

A friend of mine loves spending time in her kitchen. She has a handful of gadgets--standing mixer, food processor, quick chopper, etc.--but her favorite kitchen tool is her baking spray. Featuring a DOSE of flour in the vegetable oil, the baking spray has secured the successful removal of numerous cakes and breads, which had previously and frequently clung to the pans they were in and ripped in half when forcefully shaken. She loves the product so much, she even uses it instead of butter on her griddle when she makes pancakes.

When it comes to marketing, do you have a favorite tool? A software tool that makes selecting your mailing list a breeze. A filing system that makes researching past promotions painless. A graphic designer or writer who turns out consistently solid work. A list broker who knows you and your needs so well that you never question a suggestion. A vendor who produces quality services and treats you like a partner.

Despite all our technology, I still love the telephone the best. It's so easy today to send an email and be impersonal. When I get a chance to talk directly with a client, that's when I get a feel for a person's situation. That's when I can better understand completely a clients initiatives, desires, etc.

After that, my favorite tool is our color laser printers. More and more people are using them to get attention and to personalize their mailings, and the more we can offer to help clients achieve their goals, the happier we are.

Do you have a favorite tool you'd like to share or a challenge you'd like help with? Say it here. Your comments are always welcome.

AMiable Solution #6: Avoiding List-Rental Hold-Ups

Selecting and renting lists tends to take a back seat to creating the actual mailpiece, which can cause gridlock with your schedule if your piece is printed but your lists at large. The list rental process, unfortunately, takes time. Time (yours) to examine the lists and extract current and relevant information. Time (your list broker's) to process the orders and submit them to the appropriate owners. And time (the list owner's) to review the order and sample mailpiece and either approve or deny the rental request. Throw in holidays, vacations, meetings, and general business busyness, and your "quick" order can become a two week ordeal.

Fact is, Geoff Batrouney, executive vice president at Estee Marketing Group, in an October 2011 Multichannel Merchant article, says list brokers usually need three to four weeks to create and implement a list rental program.

So what can you do to avoid running full-steam ahead into a campaign only be to derailed by a wait? Think ahead, and ask for pre-approvals. Instead of waiting until your mailpiece is complete to turn your attention to lists, start right away. When you begin your mail plan and start scoping out potential rental lists, contact your list broker with questions about those lists--current counts, additional fees for special processing or handling, turnaround times, list selects, age of the list, etc.--before you start the actual mailpiece. By the time your mailpiece reaches its first draft, you'll most likely have answers to your questions and have a better idea which lists you plan to pursue.

Then, use the first draft and ask your list broker if she/he can secure pre-approvals on those lists, even if you're not 100% sure you'll use them. You'll most likely know which lists are useable and which aren't before your mailpiece is finalized, at which point you can place the actual order and expect a shorter turnaround time, since neither your list broker or the list owner will be surprised by your request.

Do you have a better suggestion to offer or a challenge you'd like help with? Say it here. Your comments are always welcome.

AMiable Solution #5: Editing for Effectiveness

When you create a marketing campaign, you read the same copy dozens--or even hundreds--of times. At some point, you stop "reading" and start "breezing" the words. The text and language become comfortable and accepted. You stop questioning word choices. Editing, however, is a continuous process, especially if you're recycling text from a previous campaign. Make sure your copy engages your audience without getting in their faces. Try these three quick tricks:

1. Limit how many times you name your company. Of course it's important to include and reiterate your company's name, but it shouldn't appear more often than your customer's or prospect's name. If it does, you're likely shining the spotlight in the wrong direction.

2. Limit how many times you name your recipient. By all means, address your recipient by name in your teaser and in the beginning of your letter or copy, but watch how often you name names after that. While personalization can make customers and prospects feel noticed, over-personalization can leave customers feeling "worked."

3. Vary sentence length. If you're like me, you tend to write long sentences. Some are okay and even necessary, but make sure you vary the length of your sentences. It breaks the monotony and adds punch. And emphasis.

Do you have a better suggestion to offer or a challenge you'd like help with? Say it here. Your comments are always welcome.

AMiable Solution #4: Getting Last-Minute Promotions Mailed

If you heard the news about the USPS eliminating its postage prepayment requirement for mailers who enter into a negotiated service agreement, you—like many others—probably got pretty excited. After all, how many times has a mailing been held up while you waited for your accounting department to cut the postage check? The thought of being able to mail now, pay later, was an answer to many prayers.

Unfortunately, it's an answer that benefits very few. According to a postal employee at our Merrifield, VA, facility, the change affects only those businesses who currently mail 10 million parcels a year through FED EX and agree to change their shipping to USPS.

So how can you get your mailpieces, particularly those last-minute surprises, out faster? Although you'll still have to wait for the postage check, you can increase your chances of getting your piece out faster if you try one of the following:
• Mail a postcard. The piece will take less time to print and process for mailing (no folding, inserting, etc.), and the postage will be less, which could speed up the check cutting.
• Break up your mailing. If timeliness is an issue, try splitting up your list and mailing only the most critical recipients first.
• Recycle an older promotion. Eliminate some of the time spent on creative by reusing an existing design and layout. Replace the text and key graphics, and send it to the printer.

Do you have a better suggestion to offer or a challenge you'd like help with? Say it here. Your comments are always welcome.