This was a topic floating around on an email group I belong to, and I thought how important to share with all of you.
I’m constantly reminding resume coaching clients that no longer can a resume be a list of dates and responsibilities. In today’s market, your resume is your #1 written marketing tool.
The concept behind “sell the sizzle and not the steak,” an old marketing lesson cliché, is to focus on the benefits and not the features. If you desire to sell a product (i.e. convince someone to hire you), this is especially relevant. In other words:
- Don’t sell the toothpaste. Sell the captivating smile.
- Don’t sell the house. Sell the warm fuzzy feeling of a home.
- Don’t sell the software. Sell how much time and money it can save.
For example, when you buy a light bulb, it’s not really the light bulb you want. It’s the light it provides.
- Benefits drive the decision making process.
- Benefits focus on what the buyer gets.
- Benefits solve problems.
- Benefits show an understanding of the person’s challenges and plans for the future.
Features Tell and Benefits Sell!
What is a Feature? A feature is a descriptive quality. For example, a feature of the chair is it is made of solid oak.
What is a Benefit?A benefit is the payoff of the feature. For example, a benefit of the chair being made out of solid oak is it is sturdy so it won’t easily break with a lot of usage.
Take a look at your resume (or your LinkedIn bio!) Does your document have too much “steak?” Contact me so we can bring out your “sizzle!”