Market Yourself: Focus On The Follow-Up

Successful direct marketing campaigns require that you:

1. Understand the corporate structure and operations of the company to which you are marketing yourself
2. Understand the reporting and budgeting constraints of your audience and assist maneuverability through these constraints
3. Speak quickly with conciseness and clarity
4. Create value and immediacy
5. Inspire
6. Interpret and integrate messages -- be quick on the "up-take" -- applying new information immediately to move process forward
7. Create a "safe space" where professionals want to share the "roadblocks" that may be standing in the way of making a deal happen
8. Innovate others to action
9. Self-motivate

Part Two: How To Follow Up

You've drop mailed and e-mailed your resume and voice mailed information about yourself to several people at several companies. Now what? Call and e-mail them again!

Resending your resume in attachment form with your email correspondence reinforces the probability that your information will be read.

Additionally, leaving another brief and succinct message on their voice mail about who you are and why you are calling will also help navigate the reader to your resume and move the process along (when speaking directly, apply the same standards).

In the construct of messages, consider the usual time a reader or listener has to review and respond to information. This is particularly important for e-mail messages. The electronic medium is a completely new medium for the dialog of words. And, while there are many things to consider when writing for an electronic space, one of the most important considerations is its pace -- the speed at which it moves.

E-space requires the writer to "get to the point" immediately -- a less formal, and more familiar, writing style. Informal messages can be just as compelling (if not more compelling), then the more formal styles of traditional print. What once might have been considered a curt and pushy writing style is now not only expected but also encouraged in order to save time. But balancing this deliberate "raw bones" style with a palatable message that your reader will embrace and act upon is not easy.

Example of a brief but well-written electronic note to someone that does not know you:

Dan,

I understand you are looking for a Director of Human Resources with a technology focus. I am that person! As the Director of HR for Camden Software and, before that, with Dodger Technical Consultants -- I have seven years of strong experience in people management, corporate benefits and Human Resource law. I am very interested in meeting with you directly and am available the week of the 26th anytime after 2 p.m. EST. Attached is my resume for your review -- Look forward to your feedbk -- if I don't hear from you in the interim, will call you on Wednesday to follow-up.
Best,
First name
First and last name
Email address
Phone Number
Address

If you have done your company homework (refer to Part One), and there is a need for your expertise, the company will contact you.

Good Luck.

Next Week: “Experts Corner” -- Interview with Michael Gage/Director of the Toppal Career Center at the University of Miami. Topic: National Retraining and Career Skill Enhancement Programs available at learning institutions across America -- 1.2 billion dollars in funding now available (and that’s just in Florida alone)!

Letters

And now to some of your questions. Remember, you may e-mail me at: askella@ibsys.com.

Please note: Attachments will not be accepted. Please send all information in plain text format. Thanks!

Dear Ella,

How important is a cover letter?

-- Stumped in Kansas

Decision-makers receive hundreds of pieces of correspondence a week. Make sure you don't burden your reader with too much information to sort through, or else your information may be discarded altogether.

If your resume is clear, you should not have to write (other than your e-mail correspondence) a cover letter. However, when you drop mail your resume, you should note the position for which you are applying. This statement can be handwritten at the top of your resume. Example: For the position of Director of Human Resources.

Dear Ella,

I have left several messages in follow-up to my resume but have not received any feedback yet. How often should I follow up?

-- Still waiting

Never leave more than one message in any 48-hour period. While follow-up is critical, too much follow-up in too short a span of time will only serve to make you look desperate. No one wants to start a relationship with anyone who is perceived as desperate.

Use a calendar and mark down each time you contact a company. Call when you say you will then give the "bread time to bake." If you have done your homework and there is an opportunity available, you will hear from someone. Bet on it.

Dear Ella,

Every time I call my contact, their administrative assistant answers the phone. I can't seem to get through to the person I want feedback from the most. What should I do?

Make friends with the administrative assistant. They are the "Keepers of The Gate" (so to speak). Note their name and each time they answer the phone, call them by their first name -- this will personalize the call. Remember that they are busy with many tasks, so be appreciative and create empathy to your cause. Explain to them what you want and seek their alliance!

Written by Ella Kallish
All rights reserved
Additional information on Ella Kallish may be found at:
www.ellakallish.com

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