Direct Mail

According to conventional wisdom, networking is the best way to find and land a job. That's a difficult route to take if you don't already know someone and it's certainly not the only way. As you mail out resumes and cover letters to companies that are likely to have open marketing positions, think about what you've learned-or should know-about direct mail campaigns.

You need to stand out from the rest of the crowd, and one way to do this is to take a look at the traditional pitch, the I-centered statement, as in "I have designed and conducted direct mail campaigns." Now think about the consumer mantra, "what's in it for me," and see if you can find ways to turn that around, to let the prospective employer know what's in it for him.

"You" is the most important word in the English language, and wouldn't it impress your future employer if some "you" statements included a certain amount of knowledge about their product or industry. "Your company, with its focus on individualized products or services would greatly benefit from targeted direct mail campaigns." "You want a marketing strategy specifically tailored to your niche in the industry and your unique needs." Obviously, these are generic examples, but you can see how these sorts of statements show that you've done your homework and you are familiar with the company's products and/or services.

This is clearly not the same thing as saying I did that and I did this. Instead, you answer the question posed by your potential employer: "What do I get from it?" It makes it absolutely clear that this is all about what "you" (meaning your employer) want. Use the word "you" as often as you can.

Another bit of conventional wisdom is the follow-up strategy, and for a resume and cover letter it's a phone call. Again, put the focus on the company where you hope to work, their concerns, and their potential benefit in hiring you. "Can we get together and discuss your needs?" "Have you had a chance to sit down and think about your long-range marketing plans?" "Are you thinking about expanding your efforts into other media well suited to you?"

Once you land the marketing job you hoped for, the same direct mailing skills that you used to get hired can be put into play as you develop a direct mail marketing campaign for your new employer's products or services.

Last Updated: 05/21/2014