Cover Letter Guide Page 3


You should do the same. Your marketing materials are your business card, cover
letter, email address, voicemail message and resume. Later you can expand your
brand's marketing materials to include online social networking profiles, a website
and a blog. It's easy to do them for free or economically though a resource such as
VistaPrint. But don’t use their free business cards with their logo on the back (that
will brand you as cheap!). Or use a template design (You are a brand after all),
Make sure that all your marketing materials have a similar look (they should use the
same fonts and colors, for example) and tell your best brand story.
You can take another page from the branding playbook and get “celebrity”
endorsements in your marketing materials. Of course, we’re not talking about
actual celebrities, but getting a quote from a former boss or client about a project
where you played a major role. Put together a Resume Addendum and list key
projects in a case study format: “Challenge,” “Solution,” and “Results.” Then put the
quote from your boss or client at the top of each case study. You can also use your
endorsement quotes in your cover letter, website and your LinkedIn profile.
4. Develop a breakthrough email campaign.
CNN anchor Erin Burnett got her start on television after writing what she called
a "stalker letter" to anchor Willow Bay. Of course, Burnett wasn't literally stalking
Bay, but a clever email and letter campaign to companies and hiring managers can
brand you as someone with initiative and get you noticed.
Many of my clients have used this technique successfully in today's tough job
market. Here's an email sent a client, a young technologist in transition, sent that
got him a series of interviews and eventually a job offer:
Looking for ways to keep costs down for your clients?
Subject line:
Visit SelfBrand’s website at , or contact Catherine directly at


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