Everyday, our lives are peppered with sound bites. Tune into the morning news and you’ll hear something like “Searchers are headed out today looking for John Smith. He has not been seen since Monday morning when he left his home in Hollywood and headed to his office in Miami. ABC’s correspondent in Miami joins us with the latest information about this case.” In a legendary presidential campaign promise George Bush, Sr. avowed “Read my lips, no new taxes.” In fact, knowing how to get your point across in sixty seconds or can change your life.
A key factor in any job search or career transition is the ability to effectively network. I have come across a variety of reactions when I coach people in this method. The most common response is a sigh followed with “I have tried but I have not had any luck.” When I ask about what exactly they tell their network, they say they tell their friends they are looking for a job and if they know of something to please let them know. One of the reasons people fail in their networking efforts is because they lack clarity. Think about it, whom do you know has the psychic power to know what you are looking for and would be willing to listen out for something that could help you, even if they were unsure of what it was you were looking for?
“Help me…help you” Jerry McGuire (Tom Cruise) pleaded with Ray Tidwell (Cuba Gooding) in the 1996 movie Jerry McGuire. Besides being an excellent sound bite it sums up how effective sound bites can capture interest and win support. The clearer you are about your strengths, your goals and what you need from your contacts the easier it will be for them to become a valued member your career team. Instead of asking vague questions use carefully selected words to demonstrate the value you present. Prepare a list of companies you are interested in working for instead of telling your friends how hard it is to find a job. Ask who do they know that either works or who might have a contact at one of these companies. I promise you your friends, family, acquaintances, past employers and even the dry cleaner really want to do anything they can to help you achieve your goals. They just want need to be told what you need from them.
ANATOMY OF A SOUND BITE
The Sound Bite
I have 10 years experience in selling advertising space to small business owners, non-profit organizations and schools. I am now looking to transfer my experience to a private school or cultural organization that wants to reduce their marketing costs and expand their reach. While sales have been a large part of my position, I also write powerful ad copy and press releases. I have been told that I also have a real eye for layout and design. In fact, ABC Day School and County Arts Center were so happy with the campaigns that I created for them that they fired their advertising agency. With the money they saved on agency costs they were able to penetrate new markets. Since you have such a good handle on marketing, I thought I could take you to lunch and discuss some ideas on which organizations to approach and my strategy for reaching them.
Breaking It Down
About you – I have 10 years experience in selling advertising space to small business owners, non-profit organizations and schools
Clearly Stated Objective- I am now looking to transfer my experience to a private school or cultural organization that wants to reduce their marketing costs and expand their reach.
Strengths / Personal Qualities - While sales have been a large part of my position, I also write powerful ad copy and press releases. I have been told that I also have a real eye for layout and design.
Unique Value Proposition - In fact, ABC Day School and County Arts Center were so happy with the campaigns that I created for them that they fired their advertising agency. With the money they saved on agency costs they were able to expand their campaigns to penetrate new markets.
Effective Request for Help - Since you have such a good handle on marketing, I thought I could take you to lunch and discuss some ideas on which organizations to approach and my strategy for reaching them.
The Sound Bite
While working out in the field I discovered I had a knack for working with people in education and cultural organizations. Not only was I able to uncover their real needs but I found I had effective ideas about how to increase subscriptions and enrollment. In particular, I created an insert for the County Art Center’s winter program. They had such a great response that they had sold out tickets for entire season in less then two weeks. Do you think that some of the cultural organizations around here would have the need for a full time marketing director?
Breaking It Down
Strengths / Personal Qualities – While working out in the field I discovered I had a knack for working with people in education and cultural organizations. Not only was I able to uncover their real needs but I found I had effective ideas about how to increase subscriptions and enrollment.
Unique Value Proposition - They had such a great response that they had sold out tickets for entire season in less then two weeks.
Effective Request for Help - Do you think that some of the cultural organizations around here would have the need for a full time marketing director?
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