Brand Yourself! Brilliant Concept!
What sells—what gets the résumé to the top of the pile—is the cover letter that can establish a personal connection between candidate and prospective employer. The perfect venue for a USP!
Check out Joann S. Lublin's classic, "Cover Letters Get You In the Door, So Be Sure Not to Dash Them Off" in The Wall Street Journal. The essence: No cover letter—or a sloppy cover letter—means no interview and no job.
How the Business Model Goes Off the Rails
[PLEASE NOTE: Between the time I wrote this column and this publication date, the links on the original Steve Brazell/Reuters press release (which you see above) have been changed. The images in the mediaplayer to the upper right are the ones I based this story on. Whether the changes were the result of the email exchanges I had with Brazell and his flack lady (see below), I don’t know. You are invited to read on to see what I experienced and then experience the new version on your own.
Either way, in my opinion Steve Brazell has a brilliant concept and Nutsy Fagan execution.]
The original press release promised to help "Individuals Stand Out in Crowded Market to Win Jobs."
I went to the www.mybrandop.com website and on the landing page are three rows of black umbrellas with a red umbrella in the upper right.
Headline: WE SPEND MOST OF OUR LIVES TRYING TO FIT IN, WHEN THE ONLY WAY TO GET AHEAD IS TO STAND OUT
[See the first image in the mediaplayer to the upper right.]
On the next screen is a short video on branding.
Headline: HOW CAN I STAND OUT?
Subhead: How do I grow my business in a down economy? How can I win the client? Get the job? And make sure my customer, or potential employer chooses me over the competition?