A different way to get the attention of a hiring manager
Last year, I was part of a small mastermind group with an information marketing expert, whose area of expertise is attracting and retaining clients for service-based businesses.
One of the strategies he revealed about getting new clients for his own consulting work involved going through the local legal paper (he was targeting lawyers), and finding announcements about junior partners.
Knowing a bit about his target audiences needs and pain points (I don’t know them exactly, but I know that bringing new business into the firm was a big part of it), he started off by sending a congratulations letter to the newly minted junior partner.
And in that letter, he made a promise. He said he would send seven pieces of useful information to the JP, once per week, every week at the same time.
Sometimes it was an article written by this marketing expert, with a little post-it note attached. Sometimes it was a CD with a recording of a teleclass on a topic of interest. Sometimes it was a clipping from a newspaper about an emerging legal trend. You get the idea.
Anyway, with the seventh and final piece of info, the marketing expert enclosed a last note. The expert said that, if the JP had found the information useful and would like to talk about how they could boost the JP’s business together, the marketing expert would call the JP at a set time the following week.
Think about that. How many times have you tried to cal into a company, only to find yourself fighting your way through gatekeepers, waiting pointlessly for messages to be returned (that almost never are)?
The marketing expert, eight times out of ten, made one call. And the gatekeeper on the other end of the line said, “Yes, he’s been expecting your call,” and put him right through.
And on the ninth out of ten, the marketing expert didn’t have to call – because the JP was already picking up the phone to call him.
If you’ve got a stalled job search, take a moment today, and see whether you can come up with a few pieces of valuable information for a hiring manager you’d like to target.
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