December 15, 2009
Good sales people know the difference between features and benefits. Often that makes the difference between making a sale or conceding defeat to a competitor.
Likewise, effective job seekers must also know the difference. That knowledge often determines who gets an interview and ultimately who snags the job offer.
Sadly, most job seekers focus only on features when they should be talking about benefits. So what’s the crucial difference?
Features Tell. Features are facts, the list of items on your resume that describe you. They provide basic information — Who you are. Where you’ve worked. Dates you were there. Job titles. Accomplishments. Education. Community involvement.
Benefits Sell. Benefits convert features into relevant information. Benefits describe the value that a potential employer might find in one of your features. A hiring manager is always asking questions such as — So what? How is this relevant? Why should I care? What can you do for me?
Features and benefits are both important. To be effective, though, you must lead with benefits and then follow up with features. Read the rest of this entry »
4 Comments | 
Marketing Oneself | Tagged: benefits, career transition, cover letter, features, Job Search, LinkedIn, marketing, personal branding, resume, sales | 
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Posted by Duane Hallock
December 10, 2009
It’s tough looking for a job in December. I’ve been there, and I know it’s not fun being in a job search during the holidays.
Right now, I personally know at least three dozen people who are between jobs. Though they’ve remained positive during these stressful times, it’s very easy to become overwhelmed with fear and negativity. Few employers are hiring in December. The economy is still bad and who knows what the future holds. On top of that, personal finances are likely strained during this season of materialism and consumerism.
On the other side of the coin, though, the holiday season can actually be a deeply meaningful time for job hunting. Done rightly, December can be a time of renewal and rejuvenation as you anticipate all the good things awaiting you in the coming new year.
Here’s my advice to anyone feeling trapped in a holiday job search:
- Spend quality time with family and friends. A stressful career transition can refocus you on life’s true priorities—family and friends. Surround yourself with people who truly care about you and your well-being. Let them know how important they are to you.
- Reconnect with your existing network. Update your professional contacts on the progress (or lack of) you are making. Remind them what you’re looking for. Suggest simple ways they can help. Look for ways to express gratitude for things they have already done.
- Make new friends. The holidays are a good time to network and meet new people at parties, religious services or other social events.
- Rethink your strategy. From time to time, we all need to think about what we’re doing and why. For me, nothing works quite like sitting alone in a coffee shop. I can clear the clutter in my mind, filter out distractions and experience a surge of creativity. The change of venue gives me a fresh perspective. Read the rest of this entry »
Leave a Comment » | Life in General, Marketing Oneself | Tagged: cover letter, Facebook, Google, holidays, Job Search, LinkedIn, networking, personal branding, resume, strategy | Permalink
Posted by Duane Hallock
December 8, 2009
Exactly 20 years ago today on my birthday, I received my very first PDA (personal digital assistant).
I immediately began keeping my appointments and contacts in an electronic format. Today, two decades later, I have more than 20,000 calendar items that are each tagged, categorized and sorted. I love having a searchable database where I can find anything quickly should my memory someday need augmentation.
I was the first person I knew to own an electronic organizer. Because there were no other such devices to covet I had not yet developed what psychologists might call “gadget envy.”
Read the rest of this entry »
2 Comments | Life in General | Tagged: computers, Facebook, Palm Pre, smart phones, social media, technology, Twitter | Permalink
Posted by Duane Hallock
December 3, 2009
Two years ago I served on the Finance Committee of my church. Like many nonprofits facing an unbalanced budget, we debated the merits of yet another fundraising campaign. I was among a minority who felt that another campaign was not the “silver bullet.” I shared my thoughts in an e-mail sent to my fellow committee members.
Believing that some of those ideas may be relevant beyond the parochial boundaries of my church, I share them with the hope that nonprofit professionals will be more strategic and less reactive when raising money. Here’s what I wrote back in July 2007:
— — — — — — —
Dear friends. First, I acknowledge that the budget needs an infusion of cash. Without question, we need more money and we need to do something quickly and dramatically. But…
Without the backdrop of a strategic vision, a fundraising campaign may ultimately do greater long-term damage to our finances. If we ask people for financial engagement when too few feel engaged at other levels, they may become calloused to our financial needs. How many hundreds of times have they heard us cry, “The sky is falling!” because expenses exceed revenue?
I begin, though, with the following assumptions:
- People everywhere are experiencing donor fatigue. They are saturated with fundraising appeals, not only at church but in their everyday lives. The needs are endless and the appeals keep coming.
- In the absence of a compelling, strategic vision, people become disengaged and uninspired. Members truly want to be inspired, engaged and strategically led. The congregation is comprised of good people who want to be involved and who are capable of generously giving more.
- Once members feel inspired, engaged and strategically led, they will come alive and be much more involved.
Within the Finance Committee we have discussed various reasons why people should give. I’ve clustered all those messages into the following three categories: Read the rest of this entry »
Leave a Comment » | Marketing & Strategy | Tagged: fundraising, nonprofit, strategy, vision | Permalink
Posted by Duane Hallock
December 1, 2009
This time of year we hear from lots of people asking for money. That includes my charity-of-choice—the American Red Cross—which recently launched its holiday giving campaign.
Everywhere I turn someone’s hitting me up for another contribution. Isn’t it enough that I’m a leadership giver to United Way? Or that I also tithe at my church? Or that I buy trash bags, cookies and popcorn to support worthy causes?
As I drive around town, I’ll often see a homeless person panhandling at a busy intersection. His “case for support” will likely be handwritten on a crude cardboard sign.
Last week as I walked into my favorite bookstore, I was accosted on the sidewalk by the same man who’s been there years. Quite literally, that’s his “job”—begging for money. That brief encounter prompted me to think about the similarities and differences between a panhandler and a nonprofit fundraiser. Here’s what I came up with:
How are they similar?
- They both want my money.
- They both think they are quite deserving of a contribution.
- They both act as if it’s my patriotic duty or moral obligation to support them.
- They both will say thank you once I’ve given.
- Neither will likely follow up to let me know the positive impact my gift had.
How are they different?
- One is dressed nicer than the other.
- One has showered and shaved today.
- One is more likely than the other to have my e-mail address.
- One might publish my name in 6-point type in an annual report.
- One is more likely to ask me to give again, reminding me how much I gave last time and even requesting an increase.
Read the rest of this entry »
2 Comments | Marketing & Strategy | Tagged: contributions, donations, donors, fundraising, nonprofit, Red Cross, United Way | Permalink
Posted by Duane Hallock
November 23, 2009
As Thanksgiving Day approaches, I am reminded of the words of Melody Beattie who said, “Gratitude makes sense of our past, brings peace for today, and creates a vision for tomorrow.” With a profoundly grateful heart, I share the following 10 things for which I am thankful.
- A job. I know far too many good and talented people who are unemployed. In graditude for my job, I look for ways to network with job seekers. I hope to encourage them and also to share what I’ve learned from my own career transitions.
- Holidays. Though I’m thankful for my job, I’m also grateful for time away from the office. Everyone needs a little downtime. I create pauses in my daily schedule to ground myself. I look forward to a weekly sabbatical away from work. And I enjoy the change of pace that a holiday like Thanksgiving can bring.
- My Family. Next month Carol and I will celebrate 35 years of marriage. This year we’ve welcomed two new members into our family—our son-in-law Nathan (Jennifer’s husband) and our daughter-in-law Annette (Bryan’s wife). We’re also thankful for our son Greg and his daughter Kayla, and for his new job as an elementary school teacher.
- My Friends. Friends are special, and thankful for each and every person in my life. I value the diversity of age, race, politics, religion, socioeconomic status, education and even personality. Together we share the adventure of life’s great journey, though we may be at different places along the path.
- Health. Good health is often unappreciated until it’s gone, but as a cancer survivor I want to live each day with an awareness of my health and well-being. (Living more healthfully will also be one of my upcoming New Year’s resolutions.) Read the rest of this entry »
4 Comments | Life in General | Tagged: abundance, cancer survivor, career transition, family, friends, gratitude, health, health insurance, holidays, Job Search, marriage, medical coverage, networking, sabbatical, thankfulness, thanksgiving, unemployments | Permalink
Posted by Duane Hallock
November 17, 2009
My family and friends live life to its fullest. They are thankful for the abundance that surrounds them and they articulate their thankfulness in countless ways. Often they simply say, “Thank you!” Sometimes they send handwritten notes or e-mails expressing their gratitude. Occasionally I’ve been given a Starbucks gift card in appreciation of a special favor.
Almost everyone I encounter has a special way of saying thanks.
On rare occasions, however, I encounter someone who falls short, someone who fails to express gratitude. Read the rest of this entry »
2 Comments | Life in General | Tagged: abundance, gratitude, mindfulness, Red Cross, thanksgiving, United Way | Permalink
Posted by Duane Hallock
November 12, 2009
The mission of my marketing department, as described in a previous post, is to 1) build interactive relationships, 2) increase community support and 3) generate revenue. How do we actually do that?
My marketing team here at the American Red Cross accomplishes its work in these three steps: Read the rest of this entry »
2 Comments | Marketing & Strategy | Tagged: 2.0, communications, Facebook, Google, mission, mission statement, personal mission, publications, Red Cross, social media, TweetDeck | Permalink
Posted by Duane Hallock
November 10, 2009
As a marketing professional, I often ask myself why my organization needs marketing. Why does my marketing department exist? What impact do we really have?
Sometimes I think it would be fun to remake the classic movie A Wonderful Life so we could see what the world would look like had we never come into existence. What would the company look like if marketing never appeared on the organization chart? What would be lost if my marketing group “went out of business?”
Read the rest of this entry »
Leave a Comment » | Marketing & Strategy | Tagged: 2.0, fundraising, marketing, mission, mission statement, nonprofit marketing, Red Cross, revenue | Permalink
Posted by Duane Hallock
I communicate with passion and purpose to inspire those searching for beauty and truth.
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