Blog Post: Let Your "I Add Value" Message Sing Out!

·  Brainstorm potential job targets.

Talk to others you know about specific industries, companies and job titles that may be right for you. Who are the people looking for you, what do they need, where are they located and how will they find you?  Group opportunities into ‘target markets’, for example, “owners of companies $1-30 million in B2B industries, located within 15 miles of Phoenix that need to grow and aren’t – so they are reaching out to a Director or VP of Sales who can turn things around”.

·  Identify what you bring.

Your offering is everything that goes along with “you” to meet meaningful customer needs.  For each target market you identify, how do they perceive your offering, and how much value does it bring to them?  You better be able to deliver the goods and articulate it.

·  Define your difference.

Unlike other people in the marketplace, what sets you apart?  In the end you must create a compelling reason why you are different, or people will migrate to others.

·  Pick just one target.

The most difficult part of the process is to pick just one target market.  You may have dozens.  Las Vegas tried to appeal to both pleasure seekers and families and it resulted in a confusing message that attracted neither group.  It feels limiting to pick one, but it’s liberating.

·  Develop, test and communicate your message.

Your message should be a clear, concise and memorable phrase that communicates the value of your offering to the target market.  In 10 seconds they get it.  What’s yours?

Doug Bruhnke

Director of Marketing, Scottsdale Job Network (www.scottsdalejobnet.com)

Doug Bruhnke is president/CEO of Growth Nation, a different kind of marketing firm that helps technology companies reach their full growth potential.  Visit www.growthnation.com.