Preparing Your Infomercial
By Martin Buckland, Master Resume Writer, AnAmericanResume.com

Sometimes called an elevator speech, an infomercial is a critical component of your job search, a sound bite that is powerful and succinctly captures you as a person to be recognised. It draws the listener’s attention to your uniqueness and viability as a potential employee and focuses on the benefits of employing YOU!

Infomercials are becoming more popular as networking becomes more important in meeting people who either know someone requiring your skill set or can make a decision to hire you. They are intended to prepare you for a very brief encounter, maybe on an elevator!

You should use this powerful communications tool whenever you want to introduce yourself to a new contact: a recruiter, human resource professional, someone at a social gathering, on the train or simply at a networking event.

No one can be more informative than you in describing your assets, attributes, expertise and the career direction you are looking for. A passionate, confident and practiced presentation is what impresses. As with a résumé and cover letter, first impressions count. Showcase your professionalism, aptitude and skill set so that you are positioned should you meet a decision maker.

If you want to network successfully, you need a powerful infomercial! It’s your unique selling proposition.

How to prepare an infomercial!

First and foremost, think in terms of the benefits future employers will derive from your services. YOU are unique. This is the time to sell yourself as a person eager and ready to undertake new and challenging assignments.

Make yourself stand out, no one is going to be impressed if you simply say:

“Hi, my name is Martin Buckland and I’m a career management professional with 13 years experience.” Very dull and drab.

The main thread of the message should portray to the listeners how you can help them with your knowledge and skill set; if you relay that message you are on the right track. This is important to keep in mind when composing your speech.

Here is an improvement:

“Hi, my name is Martin Buckland, I help people meet their career goals and objectives by writing their resumes, cover letters and providing achievable and unique job search strategies.”

Now, you have garnered attention, everyone will be listening!

Let’s use my infomercial before and after as an example:

Before

“Hi, my name is Martin Buckland, and I’m a career management professional. I’m certified in resume writing, career coaching, interview preparation, job search strategies and personal branding and help people get jobs. I’ve been a law enforcement officer and want to help people move along with their careers.”

Is that boring?

How about the revised and rehearsed presentation?

“Hi, my name is Martin Buckland, I have an impressive track record of assisting senior executives steer their career path to success and happiness. I’m passionate about helping my clients meet their career objectives achieved by providing a top-quality and attention grabbing resume and cover letter written by one of only six Master Resume Writers in the world. I have built an extensive network of decision-makers for my clients across Canada and beyond in the recruiting and human resource sectors. I offer a comprehensive, achievable job search strategy opening up new opportunities and enhancing my client’s image as the person for the job. In short, if you want a new position I will prepare the plan of attack to make you an outstanding candidate. To find out more about my services may I refer you to my web site: www.anamericanresume.com. I’d be happy to share my knowledge. Once again, my name is Martin Buckland from An American Résumé in Oakville, Ontario.”

Or

“Good morning, my name is Paul Smith, I’m a Chartered Accountant, I save money! I’m currently the Chief Financial Officer for ABC Corporation where in the last year alone I have reduced expenditures by an outstanding $7 million, eliminating the debt and with my senior management colleagues we have turned an underperforming company into a viable corporation currently being scrutinized by a competitor as an investment opportunity. I have a consistent history of devising and maintaining strict fiscal control. Before my current assignment I was Vice President Finance for FGH Bank where I was applauded for cutting costs by $1. 5 million without any difference to regular business operations. If you know of a company seeking a financial leader acknowledged for slashing costs please remember me. My name is Paul Smith, Thank you.”

Action

What do you need to prepare your infomercial?

Firstly, define the deliverables the services, features and particular skill sets you can provide. Then, turn this around; think in terms of what your client or employer could derive from your service offering. You could use some successful outcomes. In my case, it would be that as a result of my resumes my clients are receiving multiple interviews.

Once this has been defined, create an opening sentence that will grab the listeners’ attention. The best openers leave the listener wanting more information.

Lastly, the delivery and presentation must be impressive. Don’t look at the ceiling, slouch or having put your hands in your pockets. Look the audience straight in the eye, hold your head high and reel the rehearsed infomercial from the tip of your tongue. Practise in front of a mirror and with friends; be willing to accept a critique from them. Record it on tape and listen to it. Do you sound confident? Is the message being relayed with passion?

Try it out and fine-tune it accordingly!

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