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Use Marketing Techniques to Land Your Next Job

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Use Marketing Techniques to Land Your Next Job

    Do these lines from job applications sound familiar to you?

    “I want to develop my skills in interpersonal communication…”

    “My objective is to gain experience in the industry…”

    “I have a strong work ethic and I enjoy teamwork…”

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    This is how the typical applicant goes about presenting themselves to prospective employers, both in their letters and during the interview – if they get that far. Most applicants make the mistake of thinking that it’s all about them, and career advisers and how-to articles around the world reinforce this point of view.

    Getting a job is really a marketing challenge; you have to reach and sell to your target audience. It’s not about you at all – it’s all about how you can help the prospective employer to achieve their goals. They don’t care what your objectives are and what skills you want to develop, and they know talk about your work ethic and love for teamwork is pretty much obligatory – and if you’re a lazy worker who hates teamwork, they know you’re not going to come out and say it.

    So how do you land your next job while all your competitors for the position are sending in autobiographies?

    1. Research your target market

    The most important step in any marketing process is research, and the most important research is conducted finding out about your target market. In this stage, discover everything you can about your potential employer; information about the company, information about the director or the people in the department most likely to interview you, information about the location, information about their clients. Anything you can find can and will help you, and the deeper you go the better – you can almost guarantee that none of the other applicants will have this advantage.

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    Call clients, search media archives, use the internet, even just a read through of the company’s website is better than going in blind. Knowing the names and ages of your interviewer’s children is probably getting pretty close to stalking, though, unless they advertise it on the web for some reason – know where to draw the line.

    There are two things you want to get from this process. The secondary goal is to gain incidental knowledge that’ll enable you to quickly develop rapport with individuals you’ll be talking to, thanks to your attention to detail. Details that nobody else is mentioning. In any competitive environment, standing out as unique (for good reasons) is a huge benefit – yet everyone insists on doing the same old thing.

    The primary goal, though, is to find out what these guys want. As a business, their imperative is to make more money, but the research allows you to find supporting motives to include in your pitch and reinforce it.

    2. Form a pitch that sells them the benefits

    Take your research and write a letter that, instead of focusing on what you want and how many courses you’ve done, sells yourself as the perfect fit for what they need – how you can make them more money or achieve other goals. In marketing this is frequently called benefits over features, which essentially means that when you explain how something can benefit someone’s life instead of simply listing the things it can do, you will be able to sell it much more easily. The latter provides the potential customer with an idea of what the product is; the former has the customer imagining how great it would be to have the product and plants the seeds of desire.

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    The company is looking for a user interface designer for their e-commerce site. Their main reason for doing this is because conversions are low and they need to make more sales. Instead of telling them this:

    Since finishing my training in web design at XYZ University, I have designed online user interfaces for many clients across the globe. I believe I’m a perfect fit for your needs.

    You might say:

    I have consistently been able to design e-commerce user interfaces that have resulted in a higher conversion rate than previous iterations in all cases and online shops using my designs have conversion rates over 5% higher than the industry average.

    While the example text itself isn’t very polished, the difference in viewpoints is clear: don’t tell them what you’ve done, but what you’re going to do for them.

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    3. Build a Relationship with the Client

    In this case, your potential employer is the client. In the first marketing class I took at university, after the lecturer had finished introducing himself and giving the obligatory life story, he said: Marketing can be defined as building a relationship with your customer.

    While I don’t think the man did much with his own advice, that definition has always stuck with me partly because it explained many of my own past, seemingly accidental successes up to that point, and partly because it allowed me to achieve new ones. The single best way to achieve what you need or want to achieve is to build a relationship with someone who can assist you.

    This is where some of that research you did – without stalking – can come in handy, but facts aside, you need to be genuine and honest and make an effort to communicate not as interviewee to interviewer, but human to human. It’s the human connections that make the biggest difference.

    You might not get every single job you ever apply to just by using this strategy. One thing I can tell you is that you’ll be having far more applications resulting in interviews and interviews resulting in new jobs than before – start measuring your conversion rate!

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    More by this author

    Joel Falconer

    Editor, content marketer, product manager and writer with 12+ years of experience in the startup, design and tech digital media industries.

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    Last Updated on July 20, 2021

    How to Overcome the Fear of Public Speaking (A Step-by-Step Guide)

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    How to Overcome the Fear of Public Speaking (A Step-by-Step Guide)

    You’re standing behind the curtain, just about to make your way on stage to face the many faces half-shrouded in darkness in front of you. As you move towards the spotlight, your body starts to feel heavier with each step. A familiar thump echoes throughout your body – your heartbeat has gone off the charts.

    Don’t worry, you’re not the only one with glossophobia(also known as speech anxiety or the fear of speaking to large crowds). Sometimes, the anxiety happens long before you even stand on stage.

    Your body’s defence mechanism responds by causing a part of your brain to release adrenaline into your blood – the same chemical that gets released as if you were being chased by a lion.

    Here’s a step-by-step guide to help you overcome your fear of public speaking:

    1. Prepare yourself mentally and physically

    According to experts, we’re built to display anxiety and to recognize it in others. If your body and mind are anxious, your audience will notice. Hence, it’s important to prepare yourself before the big show so that you arrive on stage confident, collected and ready.

    “Your outside world is a reflection of your inside world. What goes on in the inside, shows on the outside.” – Bob Proctor

    Exercising lightly before a presentation helps get your blood circulating and sends oxygen to the brain. Mental exercises, on the other hand, can help calm the mind and nerves. Here are some useful ways to calm your racing heart when you start to feel the butterflies in your stomach:

    Warming up

    If you’re nervous, chances are your body will feel the same way. Your body gets tense, your muscles feel tight or you’re breaking in cold sweat. The audience will notice you are nervous.

    If you observe that this is exactly what is happening to you minutes before a speech, do a couple of stretches to loosen and relax your body. It’s better to warm up before every speech as it helps to increase the functional potential of the body as a whole. Not only that, it increases muscle efficiency, improves reaction time and your movements.

    Here are some exercises to loosen up your body before show time:

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    1. Neck and shoulder rolls – This helps relieve upper body muscle tension and pressure as the rolls focus on rotating the head and shoulders, loosening the muscle. Stress and anxiety can make us rigid within this area which can make you feel agitated, especially when standing.
    2. Arm stretches – We often use this part of our muscles during a speech or presentation through our hand gestures and movements. Stretching these muscles can reduce arm fatigue, loosen you up and improve your body language range.
    3. Waist twists – Place your hands on your hips and rotate your waist in a circular motion. This exercise focuses on loosening the abdominal and lower back regions which is essential as it can cause discomfort and pain, further amplifying any anxieties you may experience.

    Stay hydrated

    Ever felt parched seconds before speaking? And then coming up on stage sounding raspy and scratchy in front of the audience? This happens because the adrenaline from stage fright causes your mouth to feel dried out.

    To prevent all that, it’s essential we stay adequately hydrated before a speech. A sip of water will do the trick. However, do drink in moderation so that you won’t need to go to the bathroom constantly.

    Try to avoid sugary beverages and caffeine, since it’s a diuretic – meaning you’ll feel thirstier. It will also amplify your anxiety which prevents you from speaking smoothly.

    Meditate

    Meditation is well-known as a powerful tool to calm the mind. ABC’s Dan Harris, co-anchor of Nightline and Good Morning America weekend and author of the book titled10% Happier , recommends that meditation can help individuals to feel significantly calmer, faster.

    Meditation is like a workout for your mind. It gives you the strength and focus to filter out the negativity and distractions with words of encouragement, confidence and strength.

    Mindfulness meditation, in particular, is a popular method to calm yourself before going up on the big stage. The practice involves sitting comfortably, focusing on your breathing and then bringing your mind’s attention to the present without drifting into concerns about the past or future – which likely includes floundering on stage.

    Here’s a nice example of guided meditation before public speaking:

    2. Focus on your goal

    One thing people with a fear of public speaking have in common is focusing too much on themselves and the possibility of failure.

    Do I look funny? What if I can’t remember what to say? Do I look stupid? Will people listen to me? Does anyone care about what I’m talking about?’

    Instead of thinking this way, shift your attention to your one true purpose – contributing something of value to your audience.

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    Decide on the progress you’d like your audience to make after your presentation. Notice their movements and expressions to adapt your speech to ensure that they are having a good time to leave the room as better people.

    If your own focus isn’t beneficial and what it should be when you’re speaking, then shift it to what does. This is also key to establishing trust during your presentation as the audience can clearly see that you have their interests at heart.[1]

    3. Convert negativity to positivity

    There are two sides constantly battling inside of us – one is filled with strength and courage while the other is doubt and insecurities. Which one will you feed?

    ‘What if I mess up this speech? What if I’m not funny enough? What if I forget what to say?’

    It’s no wonder why many of us are uncomfortable giving a presentation. All we do is bring ourselves down before we got a chance to prove ourselves. This is also known as a self-fulfilling prophecy – a belief that comes true because we are acting as if it already is. If you think you’re incompetent, then it will eventually become true.

    Motivational coaches tout that positive mantras and affirmations tend to boost your confidents for the moments that matter most. Say to yourself: “I’ll ace this speech and I can do it!”

    Take advantage of your adrenaline rush to encourage positive outcome rather than thinking of the negative ‘what ifs’.

    Here’s a video of Psychologist Kelly McGonigal who encourages her audience to turn stress into something positive as well as provide methods on how to cope with it:

    4. Understand your content

    Knowing your content at your fingertips helps reduce your anxiety because there is one less thing to worry about. One way to get there is to practice numerous times before your actual speech.

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    However, memorizing your script word-for-word is not encouraged. You can end up freezing should you forget something. You’ll also risk sounding unnatural and less approachable.

    “No amount of reading or memorizing will make you successful in life. It is the understanding and the application of wise thought that counts.” – Bob Proctor

    Many people unconsciously make the mistake of reading from their slides or memorizing their script word-for-word without understanding their content – a definite way to stress themselves out.

    Understanding your speech flow and content makes it easier for you to convert ideas and concepts into your own words which you can then clearly explain to others in a conversational manner. Designing your slides to include text prompts is also an easy hack to ensure you get to quickly recall your flow when your mind goes blank.[2]

    One way to understand is to memorize the over-arching concepts or ideas in your pitch. It helps you speak more naturally and let your personality shine through. It’s almost like taking your audience on a journey with a few key milestones.

    5. Practice makes perfect

    Like most people, many of us are not naturally attuned to public speaking. Rarely do individuals walk up to a large audience and present flawlessly without any research and preparation.

    In fact, some of the top presenters make it look easy during showtime because they have spent countless hours behind-the-scenes in deep practice. Even great speakers like the late John F. Kennedy would spend months preparing his speech beforehand.

    Public speaking, like any other skill, requires practice – whether it be practicing your speech countless of times in front of a mirror or making notes. As the saying goes, practice makes perfect!

    6. Be authentic

    There’s nothing wrong with feeling stressed before going up to speak in front of an audience.

    Many people fear public speaking because they fear others will judge them for showing their true, vulnerable self. However, vulnerability can sometimes help you come across as more authentic and relatable as a speaker.

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    Drop the pretence of trying to act or speak like someone else and you’ll find that it’s worth the risk. You become more genuine, flexible and spontaneous, which makes it easier to handle unpredictable situations – whether it’s getting tough questions from the crowd or experiencing an unexpected technical difficulty.

    To find out your authentic style of speaking is easy. Just pick a topic or issue you are passionate about and discuss this like you normally would with a close family or friend. It is like having a conversation with someone in a personal one-to-one setting. A great way to do this on stage is to select a random audience member(with a hopefully calming face) and speak to a single person at a time during your speech. You’ll find that it’s easier trying to connect to one person at a time than a whole room.

    With that said, being comfortable enough to be yourself in front of others may take a little time and some experience, depending how comfortable you are with being yourself in front of others. But once you embrace it, stage fright will not be as intimidating as you initially thought.

    Presenters like Barack Obama are a prime example of a genuine and passionate speaker:

    7. Post speech evaluation

    Last but not the least, if you’ve done public speaking and have been scarred from a bad experience, try seeing it as a lesson learned to improve yourself as a speaker.

    Don’t beat yourself up after a presentation

    We are the hardest on ourselves and it’s good to be. But when you finish delivering your speech or presentation, give yourself some recognition and a pat on the back.

    You managed to finish whatever you had to do and did not give up. You did not let your fears and insecurities get to you. Take a little more pride in your work and believe in yourself.

    Improve your next speech

    As mentioned before, practice does make perfect. If you want to improve your public speaking skills, try asking someone to film you during a speech or presentation. Afterwards, watch and observe what you can do to improve yourself next time.

    Here are some questions you can ask yourself after every speech:

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    • How did I do?
    • Are there any areas for improvement?
    • Did I sound or look stressed?
    • Did I stumble on my words? Why?
    • Was I saying “um” too often?
    • How was the flow of the speech?

    Write everything you observed down and keep practicing and improving. In time, you’ll be able to better manage your fears of public speaking and appear more confident when it counts.

    If you want even more tips about public speaking or delivering a great presentation, check out these articles too:

    Reference

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