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Rule #8 of McKenzie Scott Partners '15 New Rules For Job Hunting Success' - Use A Consumer Product Direct Mail Concept That Works
Published: Tue, 30 Aug 2005, 19:13:00 GMT
CHICAGO, IL - August 30 (SEND2PRESS NEWSWIRE) -- Targeted custom direct mail... especially to growth or change-driven firms-can be a fast way to find the right new job, say the team at McKenzie Scott. You might have seen ads for mailing services with strong success claims. Unfortunately, many executives have purchased such services, sending out up to 15,000 mailings, with no results! These services don't work, because the firms send out five-line cover letters attached to historical resumes. They simply don't qualify people for new industries.
To get a hardbound copy of "15 New Rules For Job Hunting Success" go to www.executivejobnetwork.com.
On the other hand... if carefully targeted at decision makers in industries for which your materials have built a strong candidacy, direct mail can be very productive. Why does direct mail work? Every day we all receive direct mail. However bad that junk mail looks, the ones you see again and again are working; otherwise, the senders wouldn't be wasting money repeating the process. Historically, a primary rule in direct mail is that long copy is the name of the game. That's what it takes to motivate all of us to action from unasked-for correspondence.
Why? Let's say you and your next door neighbor are both out cutting your lawns on a hot day. However, your lawn mower keeps stopping, and finally breaks down. Then, the mail carrier arrives at both residences with mail that tells you all about a new lawn mower. It gives a long explanation of why it's superior to everything. Chances are your neighbor will look at the mailing piece for two seconds and toss it. On the other hand, because the mailing piece has reached you at the right time, you are apt to read it carefully, and perhaps make a purchase!
Now, your position, relative to using direct mail, is really quite similar. Your interest is in reaching the right person who might be in the market for someone like you right now. No one else counts. Compile your mailing list with each person's correct title, spelling of their name and address. Since most reference sources are 15-20% out-of-date (including the best), if it is an important target, call for correct information.
Now, you must recognize that a very low percentage of employers will need someone like you the day your material arrives. For example, take a CFO position. These jobs turn over only once every three years. This means the week your mailing arrives might be "perfect"... but only once in every 156 weeks, if it gets to the right person. For executives, from 3 to 6 positive responses, sometimes up to 10, typically are generated from 1,000 mailings. Obviously, your success will depend on a host of personal and market factors at the time. Of course, if you had five very good situations to explore, you might not need anything else.
Unlike responding to openings or contacting recruiters, direct mail often produces highly qualified leads in a noncompetitive situation. A key point to remember is that when responses are received, you need to make the most of them. Other than a brief discussion, never be interviewed on the phone and never rule anything out. You can always use the responses to upgrade within the same firm or to network.
NEWS SOURCE: McKenzie Scott Partners
Send2Press® is the originating wire service for this story.
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REFERENCES: Rule #8 of McKenzie Scott Partners '15 New Rules For Job Hunting Success' - Use A Consumer Product Direct Mail Concept That Works, Paul Mills, 15 Rules, Job Hunting, Success, change-driven firms, Targeted custom direct mail. targeted at decision makers, cover letters attached to historical resumes, Consumer Product Direct Mail, Chicago, Illinois, rule 8, mckenze, mackenzie, scott, Aug 30, 2005.
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