Marketing insights from The Muse.
A resume is the "ultimate" marketing piece. On one or two pages, you need to sell a person on why they should invest their valuable time talking to you. So WHY do we repeatedly use "vanilla" words like supervised, managed, and wrote?
I recently took the opportunity to update may resume. While I regularly use "power verbs", I found this list of 429 "resume verbs" to amp it up a level.
Why say you "supervised three employees and managed 30 clients", when you can say, "Championed a three-employee team, 30 clients, and a $5MM book of business"? The difference is action and emotion...power!
All marketing content should quickly begin to evoke images and emotions. Adjectives, adverbs, and power verbs create those images.
The LL Bean catalog was always the master of this art: "The orange sun was cresting the horizon as I stepped out into the frozen air. The only sound I heard was my boots crunching through last night's snow. I unconsciously pulled my parka hood tighter around my face..."
Yep, I definitely need THOSE boots. Hmmm, I'm feeling a little chilled...oh look, there is that parka. It has a hood. Sold!
Online, LL Bean still tells stories, "Introduced as Bean’s Ice Carrier way back in 1944, the Boat and Tote was billed as a bag made of builders’ canvas for hauling ice 'from car to ice chest'. Today you can spot it doing heavy lifting everywhere from grocery stores to gardens, from beaches to bedroom closets. Tested to hold up to 500 pounds, it’ll carry more than you can carry. We promise."
The story carries on into the product description:
You can see it, can't you? An older Maine resident, employed by LL Bean for decades, making one tote at a time? With that commitment and personal touch, that tote HAS to be solid, right?
Are you using the power?
How are you describing your organization to your customers? Are you bulleting features and benefits? Or, are you touching your customers' emotions and pain points with powerful words?
If you need help creating the language to increase your bottom line, contact Marketing Muse.