Make Your Marketing Pay Off
Marketing needs to be bottom-line oriented. It's not a black hole that you toss money into after you shell out for the payroll and healthcare; it's a vital part of a growing, successful business and you must approach it professionally at all times. Here are some tips to help you make your marketing a productive and financially sound part of your business.
Print it yourself
Traditionally, marketers have been heavy users of printing and photocopying services, and the printing bills tend to get out of control in a hurry. Today you can purchase color laser printers that handle tabloid sheets of paper (up to 11 x 17 inches) and even print long banners.
Do more PR
If anything you do or say might be newsworthy, make sure that you tell the media about it early and often. You need to send out a press release at least every season, if not every month. Publicity is free advertising, and it ought to be a bigger part of your marketing than it probably is.
Use more distributors
Any business can sell through other businesses in one way or another. Creatively using distributors (call them sales partners, if you like) is a great way to expand your marketing footprint on someone else's nickel.
Give more product away
It's a paradox: The more you give away, the more you make and the more economical your marketing program is. This paradox is true because, in general, the best advertisement for a product is the product or service itself.
Find more ways to give prospects an opportunity to sample your wares or experience your service. Doing so cuts out a lot of expensive marketing by giving your prospects the real thing instead of having to spend your time and money trying to tell them about it.
And nothing beats a great product, so always work at improving the quality of your products and services. Today's consumers are very informed and you can't fool them more than once!
Eat out more
In many businesses, there is the formal marketing program, and then there is the real program — where the good customers actually come from. More often than not, customers really come from word of mouth — from the personal contacts and networks of key people in the business. If this is true for your business, then consider cutting the formal marketing stuff (ads, catalogs, and so on) back by 15 percent and putting that money into networking instead. Go to more events and conferences. Take more customers and industry experts out for lunch. If your personal contacts can produce good leads, then you ought to be eating out every day. Become the best entertainer in your industry.
Slash unproductive programs
Every business has a few marketing activities or expenses that don't pull their weight. Usually they exist because they're traditional, and nobody thinks to question having them. Be bold. Sacrifice these sacred cows. If you never seem to get any sales from those expensive ads in your industry's premiere trade magazine, try cutting them out of the budget and see whether anything bad happens.
Invest more in your stars
The 80:20 rule usually applies to marketing: 80 percent of the results come from 20 percent of the marketing activities. So figure out what your best marketing activities are and shift funding toward them. For example, in many businesses today, the return on investment for Web-based marketing is considerably higher than for print advertising, yet print still gets a bigger share of the budget. Increasing your return on investment from marketing is easy — you simply shifting your spending into the highest-return activities that you have.
Stage events
Events like industry breakfasts and how-to seminars for customers and prospects are a powerful way to make a connection and establish your identity as a leading expert in your field. But events take advance planning and organization, so many marketers are intimidated by them and never use them.
Your business should stage at least one high-profile event each quarter. They're surprisingly economical ways to build visibility and attract or retain top customers. But keep those events modest in scope, make sure to invite only those prospects who fit your profile for good customers. You don't want to waste time and money entertaining people who won't ever make a big purchase.
Control product costs
The cost of purchasing or producing your product is a hidden driver of your marketing and sales efficiency. Given a big enough margin, you can afford to market anything. Too often, clients expected a poor marketing program to sell something on a razor-thin margin. With a budget like that, nothing is left to spend on sales and marketing, and this situation gives the illusion that the marketing program is to blame when profits are poor.
Rather than blaming the marketing, try cutting costs and improving the margin on the product. Decide how much difference you can tolerate between basic production or purchase costs and your list prices. Spend the time and imagination to find ways to reduce product costs so that you can market with a big margin. Then you can afford to do good marketing and build a following for the product.

Careers Glossary
academic curriculum vitae resume
A resume format that includes a comprehensive biographical statement of three to ten pages. This resume format emphasizes professional qualifications and activities.

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accomplishment resume
A variation of the hybrid resume that includes qualifications and accomplishments.

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Americans with Disabilities Act; ADA
A document signed into law that makes it illegal for an employer to discriminate against (or refuse to hire) a person simply because that person has one or more disabilities.

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applicant tracking system
A software application that helps a company recruit employees more efficiently. Includes features to post job openings online, screen resumes, acknowledge the receipt of resumes, and generate interview requests.

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behavior-based interview
A type of job interview in which candidates are asked what kinds of behaviors they have used in the past to handle certain situations and solve problems.

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blog
A Web-based journal that is written and updated by one or more blog writers, or bloggers. Today's more sophisticated versions read like media stories and columns.

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branding statement
A marketing tool for job seekers consisting of a brief statement that communicates who you are in the workplace; typically used in resumes and job interviews. Also sometimes called a branding brief.

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broadcast letters
Self-marketing letters that a job seeker sends to a large but carefully targeted list of potential employers. These letters are designed to uncover an opportunity in the hidden (unadvertised) job market.

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career management documents
A family of job letters that are self-marketing tools for people who want to be hired for the best jobs. Includes job ad reply letters, broadcast and prospecting letters, resume letters, follow-up letters, and e-mail cover notes.

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competency-based approach
A resume style that focuses on the skills and talents needed to be able to perform a particular task to a certain standard. Connects your behaviors with your accomplishments.

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core resume
A starting resume that you use as a base or template to spin off targeted versions of your resume (for specific positions) when you must move quickly.

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cover letter
A self-marketing document designed to sell yourself and get an interview for a specific job; typically accompanies a resume.

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credit histories; consumer reports
Reports that contain your payment history to creditors. These reports may also include names of previous employers, residential stability data, divorce information, and estimated prior earnings.

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directive interview
A type of job interview in which the interviewer maintains complete control and walks you through the discussion to uncover what he or she wants to know.

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EEOC
Equal Employment Opportunity Commission. The EEOC is a U.S. federal agency that investigates discrimination complaints.

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e-mail cover note
An e-mail message that introduces a resume that you distribute online. Typically, a shortened and more informal version of a cover letter.

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e-resumes
Electronic resumes. Resumes that you distribute online.

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font
A complete character set comprised of a single size and typeface, such as 12-point Helvetica.

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font size
The height of the characters in a font set, measured in points, such as 10-point or 14-point. One point is equal to 1/72 of an inch.

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foundation skills
A skills language used in cover letters to communicate your expertise in fundamental job skills — includes basic skills, people skills, thinking skills, and personal qualities.

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functional resume
A resume format that focuses on portable skills or functional areas and ignores chronological order. This resume format works well for career changers, new graduates, ex-military personnel, work-history gaps, or special-issue problems.

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hybrid resume
A resume format that is a combination of the reverse chronological resume format and the functional resume format.

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instant messaging; IM
A real-time form of communication between two or more people online, who type messages back and forth in a window. Job seekers can attach resumes to messages.

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integrity test
A test administered by a potential employer during the interviewing process that rates honesty, responsibility, and reliability for the job.

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intellectual property
Work samples that you submit to a potential employer during the job interview process, such as portfolios, project materials, and proposals.

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international curriculum vitae resume
An excruciatingly detailed resume format used to apply for international jobs. This resume style is typically six to eight pages long and often uses the reverse chronological format.

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job ad reply letter
A letter that is written in reaction to a published job opening in print or online.

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job board
A Web site that posts general or specialized job listings, such as CareerBuilder.com and Monster.com.

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keyword resume
A resume format that places a profile of keywords at the top of a document. This resume format is not in common use today because current resume search databases can pick up keywords anywhere in a resume, not just at the beginning of a document.

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keywords
Internet search words (generally nouns and short phrases) that identify your qualifications. Employers use keywords to search and retrieve e-resumes in databases for available job positions.

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linear resume
A resume format that flows one line at a time and relates achievements, winning moves, and star points in short, quick spurts; designed to attract the eyes of busy readers.

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marketing pitch
A personal commercial that you create to sell yourself during a job search. A marketing pitch should be about one to two minutes long.

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nondirective interview
A type of job interview where the interviewer's questions tend to be broad and general so that you can elaborate and tell stories about yourself and your qualifications.

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OFCCP
Office of Federal Contract Compliance Programs. The OFCCP is an agency that tracks the diversity hiring record of those applying for positions with federal contractors.

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online executive bio
A short profile (about 200 words or less) that is placed on social networking sites and job boards to advance employment or business objectives. Includes keywords and a link to a full resume.

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online profile
A lengthy multi-link document that appears on Internet networking and career sites such as LinkedIn.com and VisualCV.com.

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online referral service
An e-mail job distribution method paid for by employers. This service helps you identify which of your contacts may know people at companies where you would like to work.

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online screening program
A form of pre-employment screening that verifies that you are a good fit for the position and that you haven’t lied about your background. May include online tests, assessment instruments, and questionnaires.

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patterned interview
A type of job interview (also called a structured interview) in which the interviewer works from a written list of questions asked of all candidates and writes down your responses.

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personality test
A test administered by a potential employer during the interviewing process that measures choice, preference, values, behavior, decisions, attitudes, and job-related interests.

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podcast
A digital audio or video file that is available for downloading from a Web site. Usually available in a series that is often packaged like a daily newscast or commentary.

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podcasting
The process of creating and distributing audio and video feeds over the Internet. To make a podcast, you need a computer, microphone, Internet access, and recording software.

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portfolio
A collection of work samples often delivered as part of the job interview process for those in fields such as design, graphics, photography, architecture, advertising, public relations, marketing, education, and contracting.

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professional resume
A resume format that emphasizes professional qualifications and activities and is typically three to five pages long. This format is essentially a shortened version of the academic curriculum vitae resume format.

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prospecting letters
Self-marketing letters that a job seeker sends to a relatively small and select number of potential employers. These letters are designed to uncover an opportunity in the hidden (unadvertised) job market.

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recruiter; headhunter
An employers’ personal shopper, tasked with going into the marketplace and bringing back the best qualified candidates for the thriftiest prices.

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resume blasting services
A service that advertises their willingness to save you time and trouble by blasting your resume to thousands of recruiters and hiring managers all over the Internet — for a fee. These services are generally not recommended due to privacy and identity theft concerns.

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resume letter
A self-marketing document that combines a cover letter with a resume (the resume is not a separate document). This type of letter is typically two pages long, but can be one page.

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reverse chronological resume
A resume format that includes employment history from the most recent jobs working backwards, showing dates for employers and educational institutions. This resume format works well for those with a steady career progression.

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screener
An employee (typically an administrative assistant or HR specialist) who monitors phone calls for a company when you call their main telephone line.

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screening interview
A first-cut job interview that is used to weed out all applicants except those who are best qualified for the position.

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selection interview
A job interview in which you meet with a supervisor, department head, or another person who has the authority to hire you.

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SEO
An acronym for Search Engine Optimization. SEO is a method of using technical and strategic maneuvers to increase the traffic driven by search engines to a Web site.

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serial interview
A type of job interview in which you are typically passed from the initial screener to a line manager to a top manager — and perhaps a half-dozen people in between.

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social networking services
Web-based services — including discussion groups, message boards, e-mail, and blogs — that give users a way to find and interact with people who have similar interests. Some of this interactivity focuses on job search and recruiting.

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spiders
Automated programs (software) used by specialized search engines to scrape (crawl) the Web to find and haul in content, such as job postings. Also called robots or just 'bots.

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stress interview
A type of job interview in which the interviewer intentionally uses various intimidation tactics to attempt to put pressure on you.

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targeted resume
A resume that is customized for a specific employment goal or position in a job search.

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typeface
A specific family of fonts in a similar design style (including multiple sizes of that font), such as Arial or Times New Roman.

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vertical job search engines
Online search engines that search only for job listings, across multiple job sites at once. Examples include SimplyHired.com and Jobster.com. Also called verticals or aggregators.

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video resume
A canned video interview in which a candidate speaks about his or her qualifications, goals, and strengths; sometimes called a video podcast.

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watermark
A faint image ingrained in quality-stock paper. Resumes are commonly printed on paper stock that includes a watermark.

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Web 2.0
The second generation of Web design that uses sites in which people communicate and share information. Web 2.0 tools include blogs, instant messaging, podcasts, RSS feeds, and social networking services.

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Web resume
An electronic resume that you post on a personal Web site; also sometimes called an e-portfolio or HTML resume.