I was walking down the street in San Francisco the other day when someone stuck this ad in front of my face.
I’m not even sure why I grabbed but I did, and only glanced at it before stuffing it into my pocket. I kept walking back to the office and then I took a closer look at it.
A couple of things jumped out, mainly being I wasn’t sure what they did. Is it a restaurant or is it food delivery or some other new thing someone cooked up?
Funny enough, when I went to get lunch later I saw the same MealPal logo in the restaurant and that’s what made me even come back to this ad to give it another thought.
Here’s why I bring this up. If you’re running your own business you can take this lesson and apply to your own marketing.
If you’re building up your career in the corporate world, there’s a nugget or two here for you too.
So here’s the thing. The fact that you’re reading this tells me you’re someone who wants to proactively drive your career.
Part of that is having your resume and LinkedIn profile always at the ready.
If your summary is off like this headline , you risk losing the attention of your reader.
Marketing and copywriting principles suggest any sells message should have a singular goal. If you’re all over the place without a story, you’re making the reader try to piece it together.
David Garfinkel always says whoever does the work gets paid.
If your reader has to do the work to try to guess or assume why you or your product are worthwhile, they get paid by keeping their money in their pocket.
On the other hand, if you work to make your message and benefit to the reader clear and immediate, you get paid by making more sales in your business or getting the new pay that comes with the new job you’re applying for.
Attention is hard to get so you have to make it count when you have it.
If you want to learn how to do it right in your resume, go here: