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Continued: Two Ways To Get Unstuck In Your Job Search

  • Article by: KEVIN DONLIN , Star Tribune Sales and Marketing
  • Last update: August 9, 2010 - 2:09 PM

Imagine how powerful your cover letters and job interviews would be if you first researched employers to find where they “hurt” and how hiring you would provide a “cure”?

Example: What if you learned that your target employer, ABC Corp., was suffering from sluggish sales? What if, in visiting one of their stores, you noticed all the shopping hand-baskets stacked near the front door? What if your research found that hand-baskets displayed within the first 10 feet of a retail entrance tend to be ignored by shoppers, and that scattering them throughout the store can increase sales?

And what if you wrote a cover letter to ABC Corp., that alluded to (but didn’t give away all of) your field research? Do you think this “prescription” might help you stand out among ordinary job seekers?

By the way, the foregoing data on merchandising is from the book, “Why We Buy,” by Paco Underhill. It took me five minutes to find it online.

Action Step: What can you learn about an employer’s problems and possible solutions? How could you deliver solutions as a “prescription” to make hiring managers view you as a trusted advisor -- the same way you’d view a favorite physician -- instead of a job-seeking supplicant?

Now, go out and make your own luck.

Kevin Donlin is contributing co-author of “Guerrilla Marketing for Job Hunters 2.0.” Since 1996, he has provided job-search help to more than 20,000 people. For a free Guerrilla Job Search audio CD, visit

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