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1、YourResume You hear it all the time, Your resume is a marketing tool. So why is it that no one ever asks a professional copywriter for advise when writing the most important ad of all time. the one that could land you an interview? Ill tell you from experience, as a copywriter Ive landed many an int
2、erview based on the successful resumes Ive written. Now Id like to show you the tricks of the advertising trade that make all the difference when promoting yourself.When writing copy, the first and most important rule is to know your target audience. In order to meet a buyers need for a product or s
3、ervice you must understand what they consider to be important. Before beginning to write, copywriters always create a list of the problems the product/service solves. Next we list what positive end results the customer will get from using the product/service.Secondly, we develop a list of selling po
4、ints. From the customers point-of-view, we answer the questions, Whats in it for me, So what, and Why should I buy from you?Third, and finally, we turn all the features of the product/service into benefits. So how does any of this apply to a resume? You are the product! You are selling yourself. Let
5、s apply these tips to the objective and employment history sections of the resume. Ill use myself as an example.Hurdles star Liu Xiang has been dreaming for years about finding the perfect combination at the Beijing Games - smooth running and explosive jumps. It is a combination he is desperate to f
6、ind since he bears the expectations of an entire nation as he tries to defend his 110m Olympic gold.What does my target audience consider to be important? Copy that sells! They want great copy that they can be proud to use, and that brings in customers.总而言之，这节课我尽可能表现“以人为本，以学生为主体，以老师为主导”的当代教育新理念，关键利用
7、“任务型”的教学模式，采取灵活多样的教学形式，使学生能愉快地、主动地、高效地对新学语言进行感知、体验、学习和利用，努力使这节课含有交际性、实用性、趣味性和科学性。What problem do I solve? No more wasted advertising money. By using my copywriting services, my customers are assured results.What positive end result will they receive? More customers.The ObjectiveLets begin using this
8、 information by looking at the objective section of your resume. This section is the most targeted area of your resume. So many people make the mistake of writing something to the effect of, My objective is to obtain a position as a copywriter with a leading advertising agency. That says absolutely
9、nothing to your potential employer. In this short paragraph, you must convey what you can do for the company. Using the information from our answered questions, I would write my objective this way:Objective: To provide targeted, sales-oriented copywriting that brings customers exceptional response a
10、nd decreases their advertising waste.Not only does this let the manager know I can benefit him/her, but also his customers. Focusing on what results you can provide to both the company and their clients is an excellent way to get the attention of anyone looking to hire.Employment HistoryWhat you usu
11、ally find in the next section of a resume is the employment history. But what do you find happens in the actual interview? The manager is asking questions about what you did, not what your title was. Remember, were targeting our audience. Lets give em what they want.Well, it depends on whether every
12、thing goes well around me. If things go smooth, then I will be less likely to be influenced by the environment. I will be in a good mood if I can get a high score in important examinations, be if sunny or rainy. But if I have problems at work or relationship, then I prefer the sunny day, because I f
13、eel more frustrated and depressed when it is raining cats and dogs outside.Instead of listing your title and responsibilities under each employer, insert a list of past successes. This is where you turn features into benefits. Lets look at an example or two.Advantage Advertising Agency 3/89 - 6/94Se
14、nior CopywriterConceptualized, created and distributed press releases that increased Web site hits by as much as 600 percent.Wrote Web site copy that produced a customer conversion rate of 50:1.Created, wrote and designed a direct mailing campaign with a 53 percent response rate.Notice all these suc
15、cess statements talk about what I did and what end result those actions had. They all list benefits. The feature is that I can write press releases. The benefit is that those press releases increased Web site hits by as much as 600 percent.If possible, try to focus the success statements toward thin
16、gs relevant to the company with which you wish to interview. Simply list two or three under each employer along with your title and the dates you worked at each company.Finally, never - ever - mail your resume without a cover letter. Once again, focus on meeting the needs of your target audience. Get specific. If an advertisement states that an ad agency is looking for a
