{"id":37,"date":"2015-07-29T16:51:31","date_gmt":"2015-07-29T16:51:31","guid":{"rendered":"https:\/\/courses.candelalearning.com\/salesx17xmaster\/?post_type=chapter&#038;p=37"},"modified":"2015-07-29T18:36:13","modified_gmt":"2015-07-29T18:36:13","slug":"selling-u-resume-and-cover-letter-essentials","status":"publish","type":"chapter","link":"https:\/\/courses.lumenlearning.com\/cerritos-sales-1\/chapter\/selling-u-resume-and-cover-letter-essentials\/","title":{"raw":"Selling U: R\u00e9sum\u00e9 and Cover Letter Essentials","rendered":"Selling U: R\u00e9sum\u00e9 and Cover Letter Essentials"},"content":{"raw":"<div class=\"im_section\">\r\n<div class=\"bcc-box bcc-highlight\">\r\n<h3>LEARNING OBJECTIVES<\/h3>\r\nBy the end of this section, you will be able to:\r\n<ul>\r\n\t<li>Learn how to position your education and experience to create a r\u00e9sum\u00e9 and cover letter to get the job you want.<\/li>\r\n<\/ul>\r\n<\/div>\r\n<\/div>\r\n<h2 class=\"im_title im_editable im_block\"><\/h2>\r\n<div id=\"fwk-125752-ch02_s03_n01\" im_editable im_block\">\r\n<p class=\"im_title\">Think about how you first learned about the new Palm Pre smartphone or that Gatorade had changed its name to simply \u201cG.\u201d How did you know that Pre had even more capabilities than the iPhone or that Gatorade was \u201cmoving to the next level\u201d? Chances are it was some kind of advertising or public relations that made you aware of these products before you even tried them.<\/p>\r\nNow think about your personal brand. How will employers know about you and what you have to offer? A r\u00e9sum\u00e9 and cover letter serve as your \u201cadvertising\u201d campaign to prospective employers. Just like there are lots of ads about products and services, there are an overwhelming number of <span class=\"im_margin_term\"><span class=\"im_glossterm\">r\u00e9sum\u00e9s<\/span><\/span> and <span class=\"im_margin_term\"><span class=\"im_glossterm\">cover letters<\/span><\/span> that employers have to review before inviting someone in for an interview. How do you make yours stand out? How do you increase your chances of being one of the people who are interviewed? How do you use your cover letter and your r\u00e9sum\u00e9 to get the job you want?\r\n\r\nThere are a few important steps to follow to create the r\u00e9sum\u00e9 and cover letter that will make you different and compelling to a prospective employer. You will use both of these to apply for jobs online and to send to people with whom you are networking, and you will even send them directly to companies for whom you would like to work. You only have an instant (think nanosecond) to make a lasting impression. If you think you only need a r\u00e9sum\u00e9 to get a job, you should think again. Your cover letter can play an even more important role than your r\u00e9sum\u00e9. Here are some steps to help you create a cover letter that gets read and a r\u00e9sum\u00e9 that gets you the interview. If you already have a r\u00e9sum\u00e9 and cover letter, it\u2019s worth reviewing this section because you will learn some important tips to improve them.\r\n<div id=\"fwk-125752-ch02_s03_s01\" class=\"im_section\">\r\n<h2 class=\"im_title im_editable im_block\">Five Steps for a R\u00e9sum\u00e9 That Stands Out<\/h2>\r\nLooking for the right job to start your career is a process that includes preparing your r\u00e9sum\u00e9 and cover letter, getting your cover letter and r\u00e9sum\u00e9 to the right people, going on interviews, and negotiating and accepting the right offer. You are at the beginning of the process; you\u2019ll learn about the rest of the process throughout the <em class=\"im_emphasis\">Selling U<\/em> sections in this book. This section focuses entirely on creating your r\u00e9sum\u00e9 and cover letter. Keep in mind that the only purpose for a r\u00e9sum\u00e9 and cover letter is to get an interview. So your r\u00e9sum\u00e9 and cover letter need to be crafted in a way that tells what your personal brand has to offer, or your <span class=\"im_margin_term\"><span class=\"im_glossterm\">brand story<\/span><\/span>, in a concise and compelling way.\r\n<div id=\"fwk-125752-ch02_s03_s01_s01\" class=\"im_section\">\r\n<h2 class=\"im_title im_editable im_block\">Step 1: Define Your Three Brand Points That Make You Unique and Provide Value to a Prospective Employer<\/h2>\r\nIf this sounds familiar, it should be. This was covered in detail in Chapter 1 \"The Power to Get What You Want in Life\", but it is such an essential concept that it deserves repetition here. If you haven\u2019t identified your three brand points, you should go back and review the section. Your brand points are actually the foundation of your r\u00e9sum\u00e9 and cover letter; it is in their summary that you compose your brand story.\r\n\r\nYou might think of creating a r\u00e9sum\u00e9 that is a chronological summary of your background. This is good, but it is not compelling enough to differentiate yourself amid the sea of r\u00e9sum\u00e9s. There are two important things to remember when creating your r\u00e9sum\u00e9:\r\n<ol id=\"fwk-125752-ch02_s03_s01_s01_l01\" class=\"im_orderedlist im_editable im_block\">\r\n\t<li>Tell your brand story with your brand points.<\/li>\r\n\t<li>Your brand points should be clear at a glance (literally).<\/li>\r\n<\/ol>\r\nLet\u2019s say your three brand points are leadership experience, academic excellence, and community service. Those three brand points make up your brand story, the story that you want to tell about yourself, so your r\u00e9sum\u00e9 headings should highlight these areas.\r\n\r\nTo see what this means, review the two versions of the same r\u00e9sum\u00e9 for Julianna Lanely in Figure 2.7 \"Standard R\u00e9sum\u00e9\" and Figure 2.8 \"Standard R\u00e9sum\u00e9 Incorporating Brand Points.\" The first one was written using a standard r\u00e9sum\u00e9 approach; the second one was built by incorporating her brand points of marketing and event planning experience, academic excellence, and creative mind-set. Can you see the difference? Which r\u00e9sum\u00e9 do you think is more compelling? Before you create (or refine) your r\u00e9sum\u00e9, identify your three brand points.\r\n<div id=\"fwk-125752-ch02_s03_s01_s01_f01\" class=\"im_figure im_full im_editable im_block\">\r\n\r\n<span class=\"im_title-prefix\">Figure 2.7<\/span> Standard R\u00e9sum\u00e9\r\n\r\n<a href=\"https:\/\/textimgs.s3.amazonaws.com\/powerfulselling\/section_05\/4023f098f457daf156b3cdaa1e1ea09b.jpg\" target=\"_blank\"><img src=\"https:\/\/courses.lumenlearning.com\/cerritos-sales-1\/wp-content\/uploads\/sites\/1236\/2015\/07\/sm_4023f098f457daf156b3cdaa1e1ea09b.jpg\" alt=\"image\" \/><\/a>\r\n\r\n<\/div>\r\n<div id=\"fwk-125752-ch02_s03_s01_s01_f02\" class=\"im_figure im_full im_editable im_block\">\r\n\r\n<span class=\"im_title-prefix\">Figure 2.8<\/span> Standard R\u00e9sum\u00e9 Incorporating Brand Points\r\n\r\n<a href=\"https:\/\/textimgs.s3.amazonaws.com\/powerfulselling\/section_05\/7a079797f87430816e5bdf42b45ca4f6.jpg\" target=\"_blank\"><img src=\"https:\/\/courses.lumenlearning.com\/cerritos-sales-1\/wp-content\/uploads\/sites\/1236\/2015\/07\/sm_7a079797f87430816e5bdf42b45ca4f6.jpg\" alt=\"image\" \/><\/a>\r\n\r\n<\/div>\r\n<\/div>\r\n<div id=\"fwk-125752-ch02_s03_s01_s02\" class=\"im_section\">\r\n<h2 class=\"im_title im_editable im_block\">Step 2: Choose Your R\u00e9sum\u00e9 Format and Font<\/h2>\r\nNow that you have the foundation of your r\u00e9sum\u00e9 message (or your three brand points), it\u2019s time to choose a r\u00e9sum\u00e9 format. Executives in all industries encourage students and young professionals (those who have been working for five years or less) not to exceed one page for your r\u00e9sum\u00e9. In some cases, it may be difficult to keep all of your experience and accomplishments to one page, so choose those that best tell your brand story. As one executive said, \u201cIt better be worth my while to turn to page two.\u201d<span id=\"fwk-125752-fn02_049\" class=\"im_footnote\">[footnote]Connie Pearson-Bernard, \u201cCareers in Communications Night,\u201d presentation at West Chester University, West Chester, PA, March 23, 2009.[\/footnote]<\/span>\r\n\r\nThere are several appropriate r\u00e9sum\u00e9 templates available at your campus career center or in Microsoft Word. The downside to some templates is that they are difficult to adjust or adapt. The most important thing to consider when you are choosing your r\u00e9sum\u00e9 format is to be sure it is easy for the reader to skim. Some formats with horizontal lines separating the categories, or those with dates that precede company and position information, are harder to skim because the reader has to work too hard to see the brand story. See the comments in Figure 2.7 \"Standard R\u00e9sum\u00e9\" to recognize some things to avoid in your r\u00e9sum\u00e9.\r\n\r\nIt\u2019s easy to create a r\u00e9sum\u00e9 that looks like Julianna Lanely\u2019s revised r\u00e9sum\u00e9 shown in Figure 2.8 \"Standard R\u00e9sum\u00e9 Incorporating Brand Points.\" Simply watch this short video and see how you can format it.\r\n<div id=\"fwk-125752-ch02_s03_s01_s02_n01\" class=\"im_video im_editable im_block\">\r\n<h3 class=\"im_title\">Video Clip<\/h3>\r\nR\u00e9sum\u00e9 Formatting\r\n\r\nhttps:\/\/youtu.be\/k0ymGlEKj9Q\r\n\r\nSee how easy it is to format your r\u00e9sum\u00e9 using a table in Word.\r\n\r\n<\/div>\r\nOnce you choose the format you want to use, you should choose a font that you will use for your r\u00e9sum\u00e9 and cover letter. The font should be easy to read like Arial or Times New Roman (Arial is a bit more contemporary; Times New Roman is more traditional). It\u2019s best to use twelve-point type (or eleven-point at the smallest) for ease of readability. If you need a little more space on your r\u00e9sum\u00e9, consider adjusting the margins slightly, keeping at least 0.7 for each margin. You don\u2019t want your r\u00e9sum\u00e9 to feel crowded or that it is an effort to read.\r\n\r\n<\/div>\r\n<div id=\"fwk-125752-ch02_s03_s01_s03\" class=\"im_section\">\r\n<h2 class=\"im_title im_editable im_block\">Step 3: Choose Your Headings and Put the Most Important Ones First<\/h2>\r\nNow that you\u2019ve done your groundwork, it\u2019s time to actually create your r\u00e9sum\u00e9. Think about your brand points and then determine the headings you want to use. Use headings that help you tell your brand story at a glance. Don\u2019t focus yet on what you will write in each heading; that will be covered in Step 4.\r\n\r\nThere are some headings that are standard to include such as \u201cObjective,\u201d \u201cEducation,\u201d and \u201cExperience,\u201d but other headings should be used to support your brand story. For example, instead of having a heading for \u201cWork Experience,\u201d be more specific and use \u201cSales Experience\u201d to highlight that if it is one of your brand points.\r\n\r\nOne of the most critical things to remember is to put the most important things first. Start with a heading for \u201cObjective,\u201d then \u201cEducation.\u201d As you gain more experience in your career, your education will move to the bottom. But at this point, it is a key selling point for your brand.\r\n\r\nNow, it\u2019s time to put your brand points to work by choosing headings that tell your story. For example, if academic excellence is one of your brand points, you might consider adding a heading after \u201cEducation\u201d called \u201cScholarships and Awards\u201d or \u201cHonors\u201d to highlight honors and awards that demonstrate your academic excellence. This is the ideal place for things like dean\u2019s list, National Honor Society, or any other awards, honors, or scholarships that you have received.\r\n\r\nIt\u2019s a good idea for your next heading to reflect one of your brand points such as \u201cLeadership Skills\u201d or \u201cSales Experience\u201d (or any other specific type of experience). If leadership skills are one of your brand points, it\u2019s better to <em class=\"im_emphasis\">not<\/em> make the reader go all the way to the bottom of the page to read about your leadership skills under a generic heading called \u201cActivities.\u201d If it\u2019s important to your brand story, bring your skills into focus in the first part of your r\u00e9sum\u00e9 with a strong heading like \u201cLeadership Skills.\u201d This section could include athletic, school or professional organization, or any other type of leadership position. If you don\u2019t have leadership skills, don\u2019t worry\u2014you still have a lot to offer. Follow your brand points to tell your story.\r\n\r\nNext, include your work experience. This is where you can really make your brand story come alive. Don\u2019t be restricted to a traditional chronological order of your jobs. If you have had an internship in marketing, sales, or other area that supports your brand points, make a separate heading for it, such as \u201cMarketing Experience\u201d or \u201cSales Experience.\u201d If you have had other jobs, you can simply add another heading after it called \u201cWork Experience\u201d below it. Or if your work experience has a common theme, you might want to name your heading \u201cRetail Experience,\u201d \u201cCustomer Service Experience,\u201d or \u201cHospitality Experience.\u201d This approach tells the reader at a glance that you have valuable experience in the area you want to pursue. You should know that employers look for people who have worked in retail and in restaurants because they know that they can sell and work with customers. Use this type of experience to sell yourself.\r\n\r\nIf you have participated in projects or activities to support the community, you may want to include a heading for \u201cCommunity Service.\u201d If you have additional activities that are worth noting, you might consider a heading for \u201cActivities.\u201d It\u2019s best to avoid a long list of generic activities at the end of your r\u00e9sum\u00e9, so think about how they tell your brand story. It\u2019s best to include your most recent activities. Although you may include some key activities from high school, it\u2019s better if you can replace those with your more recent activities. It\u2019s not necessary to include the dates of your involvement.\r\n\r\nIt\u2019s a good idea to have a final heading for \u201cSkills\u201d at the end of your r\u00e9sum\u00e9. This should include computer software in which you are proficient such as Microsoft Word, PowerPoint, Excel, Access, Adobe Acrobat, and others. It\u2019s a good reminder to your prospective employer that you are skilled for any position. Although it may seem second nature to you to use these software products, there are employers who didn\u2019t learn them in school so they may not be aware that you are proficient in them.\r\n\r\nA few things that should <em class=\"im_emphasis\">not<\/em> be included on your r\u00e9sum\u00e9 are \u201cReferences available upon request,\u201d \u201cHobbies and Activities,\u201d or a photo. Prospective employers expect to check your references, you should have more substantial things to put on your r\u00e9sum\u00e9 than hobbies and activities, and many companies cannot consider r\u00e9sum\u00e9s with photos as it would be considered discrimination.\r\n\r\nSee Rakeem Bateman\u2019s r\u00e9sum\u00e9 shown in Figure 2.9 \"Standard R\u00e9sum\u00e9 Incorporating Effective Headings\" to see how headings are used effectively to highlight his brand points of leadership skills, sales experience, and a committed work ethic.\r\n<div id=\"fwk-125752-ch02_s03_s01_s03_f01\" class=\"im_figure im_full im_editable im_block\">\r\n\r\n<span class=\"im_title-prefix\">Figure 2.9<\/span> Standard R\u00e9sum\u00e9 Incorporating Effective Headings\r\n\r\n<a href=\"https:\/\/textimgs.s3.amazonaws.com\/powerfulselling\/section_05\/dd6ad414375bcfd77d82c2630ecf9144.jpg\" target=\"_blank\"><img src=\"https:\/\/courses.lumenlearning.com\/cerritos-sales-1\/wp-content\/uploads\/sites\/1236\/2015\/07\/sm_dd6ad414375bcfd77d82c2630ecf9144.jpg\" alt=\"image\" \/><\/a>\r\n\r\n<\/div>\r\n<\/div>\r\n<div id=\"fwk-125752-ch02_s03_s01_s04\" class=\"im_section\">\r\n<h2 class=\"im_title im_editable im_block\">Step 4: Write Your Bullet Points<\/h2>\r\nOnce you have determined your headings, it\u2019s time to make your brand points come alive with bullet points under each heading. Bullet points are better than a narrative format because they are easier for the reader to skim. But, since the reader is skimming, each bullet point is that much more important. Keep your bullet points concise, but specific, so that each delivers powerful information.\r\n\r\nStart with your objective and write a short, specific goal. One sentence is perfect; you don\u2019t have to be flowery or profound. Something that helps the reader understand what you are looking for is best. For example, if you want to get a job in pharmaceutical sales, your objective might be, \u201cTo obtain a sales position at a pharmaceutical company.\u201d Or you might want to get a job in an advertising agency so your objective might be, \u201cTo obtain a full-time position in account management at an advertising agency.\u201d Short, sweet, to the point, and effective.\r\n\r\nFor your education, include the formal name of your college or university, city and state, formal degree (e.g., Bachelor of Arts, Communication Studies), and year or expected year of graduation. It\u2019s not necessary to include the range of years you attended school. Now that you are in college, it\u2019s best to remove your high school education. See Figure 2.9 \"Standard R\u00e9sum\u00e9 Incorporating Effective Headings\" for an example of how to list your education. You may be interested to know that your grade point average is not a requirement on a r\u00e9sum\u00e9. Generally, if your GPA is 3.5 or above, you may want to include it.<span id=\"fwk-125752-fn02_050\" class=\"im_footnote\">[footnote]Kim Richmond, <em class=\"im_emphasis\">Brand You<\/em>, 3rd ed. (Upper Saddle River, NJ: Pearson Prentice Hall, 2008), 156.[\/footnote]<\/span> The fact is most business people don\u2019t recognize the significance of a GPA unless it\u2019s 4.0. So, if academic achievement is one of your brand points, you should consider adding a heading for \u201cScholarship and Awards\u201d to demonstrate your accomplishments and make them come alive for the reader. If academics aren\u2019t your strong suit, don\u2019t include your GPA; just list your education.<span id=\"fwk-125752-fn02_051\" class=\"im_footnote\">[footnote]Kim Richmond, <em class=\"im_emphasis\">Brand You<\/em>, 3rd ed. (Upper Saddle River, NJ: Pearson Prentice Hall, 2008), 156.[\/footnote]<\/span> If you have studied internationally, you might consider a heading or subheading named \u201cInternational Study.\u201d Include the program name, school, and countries visited, as well as the dates of the travel.\r\n\r\nAwards or honors can be listed as bullet points under the \u201cScholarship and Awards\u201d heading. For experience headings such as \u201cLeadership Experience,\u201d \u201cSales Experience,\u201d or \u201cCustomer Service Experience,\u201d list the name of the company, city and state, your title, and dates of employment. If you use boldface for the company name, it stands out and helps the reader see at a glance where you have worked. The bullet points in these sections are critical to setting yourself apart; they should be concise and specific, but descriptive, and they should focus on accomplishments and contributions, not a listing of activities or tasks. This will most likely take some time to write these bullet points, but it will be time well spent. Consider the difference between these two bullet points to describe a position at a restaurant:\r\n<ul id=\"fwk-125752-ch02_s03_s01_s04_l01\" class=\"im_itemizedlist im_editable im_block\">\r\n\t<li><em class=\"im_emphasis\">Took orders over the phone and in person<\/em>This statement can be more powerful when restated with quantitative details:<\/li>\r\n\t<li><em class=\"im_emphasis\">Provided customer service to over 100 patrons during every shift, including taking orders by phone and at table-side; named Associate of the Month in August 2009<\/em><\/li>\r\n<\/ul>\r\nConsider the difference between these two bullet points to describe administrative responsibilities at an office:\r\n<ul id=\"fwk-125752-ch02_s03_s01_s04_l03\" class=\"im_itemizedlist im_editable im_block\">\r\n\t<li><em class=\"im_emphasis\">Filled in for receptionist, answered phones, processed invoices<\/em>This line can be more powerful when restated in the following manner:<\/li>\r\n\t<li><em class=\"im_emphasis\">Provided administrative support for the 30-person office; created new work flow for processing invoices that reduced turnaround time by 2 days<\/em><\/li>\r\n<\/ul>\r\nConsider the difference between these two bullet points to describe responsibilities as a bank teller:\r\n<ul id=\"fwk-125752-ch02_s03_s01_s04_l05\" class=\"im_itemizedlist im_editable im_block\">\r\n\t<li><em class=\"im_emphasis\">Processed customer transactions<\/em>This statement can be more powerful when restated as the following:<\/li>\r\n\t<li><em class=\"im_emphasis\">Processed over 80 customer transactions daily with 100% accuracy.<\/em><\/li>\r\n<\/ul>\r\nYour bullet points should help reinforce your brand points with details of how you delivered on those points. It might be helpful to write down all the things you did at each job and then identify the stories you can tell for each job. This is how you demonstrate traits such as ability to multitask, organizational skills, teamwork, and other skills.\r\n\r\n<\/div>\r\n<div id=\"fwk-125752-ch02_s03_s01_s05\" class=\"im_section\">\r\n<h2 class=\"im_title im_editable im_block\">Step 5: Review, Check Spelling, Proofread, and Repeat<\/h2>\r\nIt\u2019s true that some r\u00e9sum\u00e9s are never even considered because of a typo or grammar error. After you finish your r\u00e9sum\u00e9, take a break, and then review it objectively. Does it clearly tell your brand story? Are your brand points the most important topics? If someone read your r\u00e9sum\u00e9, what would that person think you have to offer? Make any necessary adjustments. Then spell-check and proofread it carefully. It\u2019s a good idea to ask some people you trust\u2014perhaps at your campus career center, a parent, professor, or mentor\u2014to review and proofread your r\u00e9sum\u00e9. You can\u2019t be too cautious.\r\n\r\nWhen you are satisfied that your r\u00e9sum\u00e9 is perfect, print it on twenty-four-pound paper (you can buy it at your campus bookstore or any office supply store or Web site).\r\n<div id=\"fwk-125752-ch02_s03_s01_s05_n01\" class=\"im_callout im_block\">\r\n<h3 class=\"im_title\">You\u2019ve Got the Power: Tips for Your Job Search<\/h3>\r\nHow to Save It\r\n\r\nIt\u2019s best to save your r\u00e9sum\u00e9 and cover letter in several formats. A Word document is standard for sending r\u00e9sum\u00e9s and cover letters. However, online job posting boards remove formatting, so it\u2019s best to also save your documents as .txt files in Microsoft Word (File, Save As, for file type choose \u201cPlain Text (*.txt).\u201d Click OK when the dialogue box appears. Check your document to be sure elements are still in place; adjust accordingly, then save). It\u2019s also helpful to save your documents in PDF format by going to Acrobat.com.<span id=\"fwk-125752-fn02_052\" class=\"im_footnote\">[footnote]Kim Richmond, <em class=\"im_emphasis\">Brand You<\/em>, 3rd ed. (Upper Saddle River, NJ: Pearson Prentice Hall, 2008), 224.[\/footnote]<\/span> It\u2019s a good idea to use a file name such as \u201cJohn Jones R\u00e9sum\u00e9\u201d because it lets the reader know exactly what file he or she is opening and doesn\u2019t give away your working name.<span id=\"fwk-125752-fn02_053\" class=\"im_footnote\">[footnote]Kim Richmond, <em class=\"im_emphasis\">Brand You<\/em>, 3rd ed. (Upper Saddle River, NJ: Pearson Prentice Hall, 2008), 226.[\/footnote]<\/span> Avoid file names such as \u201cOfficial R\u00e9sum\u00e9,\u201d or \u201cR\u00e9sum\u00e9 January 2010\u201d as they don\u2019t include your name and are not professional.\r\n\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<div id=\"fwk-125752-ch02_s03_s02\" class=\"im_section\">\r\n<h2 class=\"im_title im_editable im_block\">Three Steps for a Cover Letter That Gets Noticed<\/h2>\r\nIf you haven\u2019t prepared a cover letter to send with your r\u00e9sum\u00e9, you should consider writing one. According to a recent article in the <em class=\"im_emphasis\">New York Times<\/em>, \u201cCover letters are still necessary, and in a competitive market they can give you a serious edge if they are written and presented effectively.\u201d<span id=\"fwk-125752-fn02_054\" class=\"im_footnote\">[footnote]Phyllis Korkki, \u201cA Cover Letter Is Not Expendable,\u201d <em class=\"im_emphasis\">New York Times<\/em>, February 15, 2009, business section, 10.[\/footnote]<\/span> A cover letter is key if you need to set yourself apart, whether you are seeking an internship or a full-time position.\r\n<div id=\"fwk-125752-ch02_s03_s02_s01\" class=\"im_section\">\r\n<h2 class=\"im_title im_editable im_block\">Step 1: Start with Your Three Brand Points<\/h2>\r\nMaybe you are dreading the thought of writing a cover letter. It\u2019s easier than you think, since you have already identified your brand points. Write a summary statement for each of your three brand points. In other words, if you only had one minute to talk about your three brand points, what would you say about each one? Write two concise sentences for each point. It might be rough right now, but it will become the core of your cover letter.\r\n\r\n<\/div>\r\n<div id=\"fwk-125752-ch02_s03_s02_s02\" class=\"im_section\">\r\n<h2 class=\"im_title im_editable im_block\">Step 2: Understand the Elements of a Cover Letter<\/h2>\r\nNow you just need to know how to structure your brand story to make it come alive for the reader. A cover letter has three major sections:\r\n<ol id=\"fwk-125752-ch02_s03_s02_s02_l01\" class=\"im_orderedlist im_editable im_block\">\r\n\t<li><strong class=\"im_emphasis im_bold\">First paragraph<\/strong>. Introduction and purpose for your letter.<span id=\"fwk-125752-fn02_055\" class=\"im_footnote\">Kim Richmond, <em class=\"im_emphasis\">Brand You<\/em>, 3rd ed. (Upper Saddle River, NJ: Pearson Prentice Hall, 2008), 162.<\/span><\/li>\r\n\t<li><strong class=\"im_emphasis im_bold\">Second paragraph<\/strong>. Reasons why you will bring value to the company (this is where you include your brand points).<span id=\"fwk-125752-fn02_056\" class=\"im_footnote\">Kim Richmond, <em class=\"im_emphasis\">Brand You<\/em>, 3rd ed. (Upper Saddle River, NJ: Pearson Prentice Hall, 2008), 162.<\/span><\/li>\r\n\t<li><strong class=\"im_emphasis im_bold\">Third paragraph<\/strong>. Closing and follow-up.<span id=\"fwk-125752-fn02_057\" class=\"im_footnote\">Kim Richmond, <em class=\"im_emphasis\">Brand You<\/em>, 3rd ed. (Upper Saddle River, NJ: Pearson Prentice Hall, 2008), 162.<\/span><\/li>\r\n<\/ol>\r\nSince business people skim cover letters and r\u00e9sum\u00e9s, it\u2019s a good idea to use boldface to highlight your brand points.<span id=\"fwk-125752-fn02_058\" class=\"im_footnote\">[footnote]Kim Richmond, <em class=\"im_emphasis\">Brand You<\/em>, 3rd ed. (Upper Saddle River, NJ: Pearson Prentice Hall, 2008), 162.[\/footnote]<\/span> Take a look at the cover letter in Figure 2.10 \"Effective Cover Letter\" to see how your brand points become the focus of your cover letter. It\u2019s important to <em class=\"im_emphasis\">repeat<\/em> the highlights of your r\u00e9sum\u00e9 in your cover letter so the reader can see at a glance how you can bring value as a prospective employee. Since you only have a few seconds to \u201csell\u201d the reader on the fact that you are the right person for the job, you want to introduce the highlights in the cover letter and then provide the details in your r\u00e9sum\u00e9. Your cover letter and r\u00e9sum\u00e9 work together to tell your brand story.\r\n<div id=\"fwk-125752-ch02_s03_s02_s02_f01\" class=\"im_figure im_full im_editable im_block\">\r\n\r\n<span class=\"im_title-prefix\">Figure 2.10<\/span> Effective Cover Letter\r\n\r\n<a href=\"https:\/\/textimgs.s3.amazonaws.com\/powerfulselling\/section_05\/b0d9245ac9be09162fe96a5815ef88e5.jpg\" target=\"_blank\"><img src=\"https:\/\/courses.lumenlearning.com\/cerritos-sales-1\/wp-content\/uploads\/sites\/1236\/2015\/07\/sm_b0d9245ac9be09162fe96a5815ef88e5.jpg\" alt=\"image\" \/><\/a>\r\n\r\n<\/div>\r\nBesides the three core paragraphs of your cover letter, you will also want to know about the appropriate way to format a cover letter. Your cover letter should be limited to a single page and should include the same font that you used for your r\u00e9sum\u00e9. See Figure 2.11 \"Elements of a Cover Letter\" for all the elements of a formal cover letter.\r\n<div id=\"fwk-125752-ch02_s03_s02_s02_f02\" class=\"im_figure im_full im_editable im_block\">\r\n\r\n<span class=\"im_title-prefix\">Figure 2.11<\/span> Elements of a Cover Letter\r\n\r\n<a href=\"https:\/\/textimgs.s3.amazonaws.com\/powerfulselling\/section_05\/df797a308065b598bed8bfa3e5cb1962.jpg\" target=\"_blank\"><img src=\"https:\/\/courses.lumenlearning.com\/cerritos-sales-1\/wp-content\/uploads\/sites\/1236\/2015\/07\/sm_df797a308065b598bed8bfa3e5cb1962.jpg\" alt=\"image\" \/><\/a>\r\n\r\n<\/div>\r\n<\/div>\r\n<div id=\"fwk-125752-ch02_s03_s02_s03\" class=\"im_section\">\r\n<h2 class=\"im_title im_editable im_block\">Step 3: Write Your Cover Letter<\/h2>\r\nWith your brand points in mind and the structure of a cover letter clearly defined, now you can get to writing. This is the place where you are able to demonstrate you personality and your selling skills. You can make your cover letter a powerful lead-in to your r\u00e9sum\u00e9 and sell your prospective employer on the reasons why you should come in for an interview. As with your r\u00e9sum\u00e9, be sure to spell-check and proofread your cover letter carefully. Review your cover letter and r\u00e9sum\u00e9 together to be sure your brand story is clear and powerful. Look at Rakeem Bateman\u2019s cover letter and r\u00e9sum\u00e9 together in Figure 2.12 \"Sample Cover Letter and Sample R\u00e9sum\u00e9\" to see how the two documents can work together and really set you apart just at a glance.\r\n<div id=\"fwk-125752-ch02_s03_s02_s03_f01\" class=\"im_figure im_full im_editable im_block\">\r\n\r\n<span class=\"im_title-prefix\">Figure 2.12<\/span> Sample Cover Letter and Sample R\u00e9sum\u00e9\r\n\r\n<a href=\"https:\/\/textimgs.s3.amazonaws.com\/powerfulselling\/section_05\/713e9acdaa468cbfe88d31fd1a170b05.jpg\" target=\"_blank\"><img src=\"https:\/\/courses.lumenlearning.com\/cerritos-sales-1\/wp-content\/uploads\/sites\/1236\/2015\/07\/sm_713e9acdaa468cbfe88d31fd1a170b05.jpg\" alt=\"image\" \/><\/a>\r\n\r\n<\/div>\r\nThis cover letter can be the basis of the letter you use for most situations. Now that you have your cover letter, you should adapt it and personalize it for every situation. For example, if you are applying for a job that is posted online, adapt the letter to show how your brand points address the needs of the position. You may even want to create one or two new brand points that also define your brand that you can change based on the job posting.\r\n\r\nIt\u2019s best to use your cover letter whenever you send your r\u00e9sum\u00e9 to someone, whether you are responding to a job posting, networking, or sending out letters to your target companies. The <em class=\"im_emphasis\">Selling U<\/em> section in Chapter 8 \"The Preapproach: The Power of Preparation\" includes several ways to get your cover letter and r\u00e9sum\u00e9 out to prospective employers.\r\n<div id=\"fwk-125752-ch02_s03_s02_s03_n01\" class=\"im_key_takeaways im_editable im_block\">\r\n<h3 class=\"im_title\">Key Takeaways<\/h3>\r\n<ul id=\"fwk-125752-ch02_s03_s02_s03_l01\" class=\"im_itemizedlist\">\r\n\t<li>Your <strong class=\"im_emphasis im_bold\">r\u00e9sum\u00e9<\/strong> and <strong class=\"im_emphasis im_bold\">cover letter<\/strong> are your \u201cadvertising\u201d tools for your personal brand.<\/li>\r\n\t<li>There are five steps that help you write a r\u00e9sum\u00e9 that stands out from the crowd.\r\n<ol id=\"fwk-125752-ch02_s03_s02_s03_l02\" class=\"im_orderedlist\">\r\n\t<li>Your brand points are the basis of your r\u00e9sum\u00e9 because they define your brand and the value you can bring to a prospective employer.<\/li>\r\n\t<li>You can choose a r\u00e9sum\u00e9 format that is easy for the reader to skim and see your brand points.<\/li>\r\n\t<li>The headings on your r\u00e9sum\u00e9 help provide a framework to tell your brand story.<\/li>\r\n\t<li>The bullet points under each entry on your r\u00e9sum\u00e9 should focus on your accomplishments and achievements, not just a listing of job tasks.<\/li>\r\n\t<li>Always spell-check and proofread your r\u00e9sum\u00e9 carefully. In fact, it\u2019s a good idea to have several people review your r\u00e9sum\u00e9 for accuracy before you send it to prospective employers.<\/li>\r\n<\/ol>\r\n<\/li>\r\n\t<li>Your r\u00e9sum\u00e9 should always be sent with your cover letter. Your cover letter highlights your brand points, which are further reinforced in your r\u00e9sum\u00e9.<\/li>\r\n\t<li>A cover letter contains three major parts: the first paragraph that acts as an introduction, the second paragraph that highlights the value you can bring to the company, and the third paragraph that is the closing.<\/li>\r\n<\/ul>\r\n<\/div>\r\n<div id=\"fwk-125752-ch02_s03_s02_s03_n02\" class=\"im_exercises im_editable im_block\">\r\n<h3 class=\"im_title\">Exercises<\/h3>\r\n<ol id=\"fwk-125752-ch02_s03_s02_s03_l03\" class=\"im_orderedlist\">\r\n\t<li>Visit your campus career center and learn about different formats for your r\u00e9sum\u00e9. Which ones do you like? Why? Which one will you use? Is it easy for the reader to skim and see your brand story?<\/li>\r\n\t<li>Visit your campus career center and learn about the format for a cover letter. What elements are included in a formal cover letter, which are not included in a casual e-mail?<\/li>\r\n<\/ol>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n","rendered":"<div class=\"im_section\">\n<div class=\"bcc-box bcc-highlight\">\n<h3>LEARNING OBJECTIVES<\/h3>\n<p>By the end of this section, you will be able to:<\/p>\n<ul>\n<li>Learn how to position your education and experience to create a r\u00e9sum\u00e9 and cover letter to get the job you want.<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<h2 class=\"im_title im_editable im_block\"><\/h2>\n<div id=\"fwk-125752-ch02_s03_n01\">\n<p class=\"im_title\">Think about how you first learned about the new Palm Pre smartphone or that Gatorade had changed its name to simply \u201cG.\u201d How did you know that Pre had even more capabilities than the iPhone or that Gatorade was \u201cmoving to the next level\u201d? Chances are it was some kind of advertising or public relations that made you aware of these products before you even tried them.<\/p>\n<p>Now think about your personal brand. How will employers know about you and what you have to offer? A r\u00e9sum\u00e9 and cover letter serve as your \u201cadvertising\u201d campaign to prospective employers. Just like there are lots of ads about products and services, there are an overwhelming number of <span class=\"im_margin_term\"><span class=\"im_glossterm\">r\u00e9sum\u00e9s<\/span><\/span> and <span class=\"im_margin_term\"><span class=\"im_glossterm\">cover letters<\/span><\/span> that employers have to review before inviting someone in for an interview. How do you make yours stand out? How do you increase your chances of being one of the people who are interviewed? How do you use your cover letter and your r\u00e9sum\u00e9 to get the job you want?<\/p>\n<p>There are a few important steps to follow to create the r\u00e9sum\u00e9 and cover letter that will make you different and compelling to a prospective employer. You will use both of these to apply for jobs online and to send to people with whom you are networking, and you will even send them directly to companies for whom you would like to work. You only have an instant (think nanosecond) to make a lasting impression. If you think you only need a r\u00e9sum\u00e9 to get a job, you should think again. Your cover letter can play an even more important role than your r\u00e9sum\u00e9. Here are some steps to help you create a cover letter that gets read and a r\u00e9sum\u00e9 that gets you the interview. If you already have a r\u00e9sum\u00e9 and cover letter, it\u2019s worth reviewing this section because you will learn some important tips to improve them.<\/p>\n<div id=\"fwk-125752-ch02_s03_s01\" class=\"im_section\">\n<h2 class=\"im_title im_editable im_block\">Five Steps for a R\u00e9sum\u00e9 That Stands Out<\/h2>\n<p>Looking for the right job to start your career is a process that includes preparing your r\u00e9sum\u00e9 and cover letter, getting your cover letter and r\u00e9sum\u00e9 to the right people, going on interviews, and negotiating and accepting the right offer. You are at the beginning of the process; you\u2019ll learn about the rest of the process throughout the <em class=\"im_emphasis\">Selling U<\/em> sections in this book. This section focuses entirely on creating your r\u00e9sum\u00e9 and cover letter. Keep in mind that the only purpose for a r\u00e9sum\u00e9 and cover letter is to get an interview. So your r\u00e9sum\u00e9 and cover letter need to be crafted in a way that tells what your personal brand has to offer, or your <span class=\"im_margin_term\"><span class=\"im_glossterm\">brand story<\/span><\/span>, in a concise and compelling way.<\/p>\n<div id=\"fwk-125752-ch02_s03_s01_s01\" class=\"im_section\">\n<h2 class=\"im_title im_editable im_block\">Step 1: Define Your Three Brand Points That Make You Unique and Provide Value to a Prospective Employer<\/h2>\n<p>If this sounds familiar, it should be. This was covered in detail in Chapter 1 &#8220;The Power to Get What You Want in Life&#8221;, but it is such an essential concept that it deserves repetition here. If you haven\u2019t identified your three brand points, you should go back and review the section. Your brand points are actually the foundation of your r\u00e9sum\u00e9 and cover letter; it is in their summary that you compose your brand story.<\/p>\n<p>You might think of creating a r\u00e9sum\u00e9 that is a chronological summary of your background. This is good, but it is not compelling enough to differentiate yourself amid the sea of r\u00e9sum\u00e9s. There are two important things to remember when creating your r\u00e9sum\u00e9:<\/p>\n<ol id=\"fwk-125752-ch02_s03_s01_s01_l01\" class=\"im_orderedlist im_editable im_block\">\n<li>Tell your brand story with your brand points.<\/li>\n<li>Your brand points should be clear at a glance (literally).<\/li>\n<\/ol>\n<p>Let\u2019s say your three brand points are leadership experience, academic excellence, and community service. Those three brand points make up your brand story, the story that you want to tell about yourself, so your r\u00e9sum\u00e9 headings should highlight these areas.<\/p>\n<p>To see what this means, review the two versions of the same r\u00e9sum\u00e9 for Julianna Lanely in Figure 2.7 &#8220;Standard R\u00e9sum\u00e9&#8221; and Figure 2.8 &#8220;Standard R\u00e9sum\u00e9 Incorporating Brand Points.&#8221; The first one was written using a standard r\u00e9sum\u00e9 approach; the second one was built by incorporating her brand points of marketing and event planning experience, academic excellence, and creative mind-set. Can you see the difference? Which r\u00e9sum\u00e9 do you think is more compelling? Before you create (or refine) your r\u00e9sum\u00e9, identify your three brand points.<\/p>\n<div id=\"fwk-125752-ch02_s03_s01_s01_f01\" class=\"im_figure im_full im_editable im_block\">\n<p><span class=\"im_title-prefix\">Figure 2.7<\/span> Standard R\u00e9sum\u00e9<\/p>\n<p><a href=\"https:\/\/textimgs.s3.amazonaws.com\/powerfulselling\/section_05\/4023f098f457daf156b3cdaa1e1ea09b.jpg\" target=\"_blank\"><img decoding=\"async\" src=\"https:\/\/courses.lumenlearning.com\/cerritos-sales-1\/wp-content\/uploads\/sites\/1236\/2015\/07\/sm_4023f098f457daf156b3cdaa1e1ea09b.jpg\" alt=\"image\" \/><\/a><\/p>\n<\/div>\n<div id=\"fwk-125752-ch02_s03_s01_s01_f02\" class=\"im_figure im_full im_editable im_block\">\n<p><span class=\"im_title-prefix\">Figure 2.8<\/span> Standard R\u00e9sum\u00e9 Incorporating Brand Points<\/p>\n<p><a href=\"https:\/\/textimgs.s3.amazonaws.com\/powerfulselling\/section_05\/7a079797f87430816e5bdf42b45ca4f6.jpg\" target=\"_blank\"><img decoding=\"async\" src=\"https:\/\/courses.lumenlearning.com\/cerritos-sales-1\/wp-content\/uploads\/sites\/1236\/2015\/07\/sm_7a079797f87430816e5bdf42b45ca4f6.jpg\" alt=\"image\" \/><\/a><\/p>\n<\/div>\n<\/div>\n<div id=\"fwk-125752-ch02_s03_s01_s02\" class=\"im_section\">\n<h2 class=\"im_title im_editable im_block\">Step 2: Choose Your R\u00e9sum\u00e9 Format and Font<\/h2>\n<p>Now that you have the foundation of your r\u00e9sum\u00e9 message (or your three brand points), it\u2019s time to choose a r\u00e9sum\u00e9 format. Executives in all industries encourage students and young professionals (those who have been working for five years or less) not to exceed one page for your r\u00e9sum\u00e9. In some cases, it may be difficult to keep all of your experience and accomplishments to one page, so choose those that best tell your brand story. As one executive said, \u201cIt better be worth my while to turn to page two.\u201d<span id=\"fwk-125752-fn02_049\" class=\"im_footnote\"><a class=\"footnote\" title=\"Connie Pearson-Bernard, \u201cCareers in Communications Night,\u201d presentation at West Chester University, West Chester, PA, March 23, 2009.\" id=\"return-footnote-37-1\" href=\"#footnote-37-1\" aria-label=\"Footnote 1\"><sup class=\"footnote\">[1]<\/sup><\/a><\/span><\/p>\n<p>There are several appropriate r\u00e9sum\u00e9 templates available at your campus career center or in Microsoft Word. The downside to some templates is that they are difficult to adjust or adapt. The most important thing to consider when you are choosing your r\u00e9sum\u00e9 format is to be sure it is easy for the reader to skim. Some formats with horizontal lines separating the categories, or those with dates that precede company and position information, are harder to skim because the reader has to work too hard to see the brand story. See the comments in Figure 2.7 &#8220;Standard R\u00e9sum\u00e9&#8221; to recognize some things to avoid in your r\u00e9sum\u00e9.<\/p>\n<p>It\u2019s easy to create a r\u00e9sum\u00e9 that looks like Julianna Lanely\u2019s revised r\u00e9sum\u00e9 shown in Figure 2.8 &#8220;Standard R\u00e9sum\u00e9 Incorporating Brand Points.&#8221; Simply watch this short video and see how you can format it.<\/p>\n<div id=\"fwk-125752-ch02_s03_s01_s02_n01\" class=\"im_video im_editable im_block\">\n<h3 class=\"im_title\">Video Clip<\/h3>\n<p>R\u00e9sum\u00e9 Formatting<\/p>\n<p><iframe loading=\"lazy\" id=\"oembed-1\" title=\"Resume Tips\" width=\"500\" height=\"375\" src=\"https:\/\/www.youtube.com\/embed\/k0ymGlEKj9Q?feature=oembed&#38;rel=0\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p>See how easy it is to format your r\u00e9sum\u00e9 using a table in Word.<\/p>\n<\/div>\n<p>Once you choose the format you want to use, you should choose a font that you will use for your r\u00e9sum\u00e9 and cover letter. The font should be easy to read like Arial or Times New Roman (Arial is a bit more contemporary; Times New Roman is more traditional). It\u2019s best to use twelve-point type (or eleven-point at the smallest) for ease of readability. If you need a little more space on your r\u00e9sum\u00e9, consider adjusting the margins slightly, keeping at least 0.7 for each margin. You don\u2019t want your r\u00e9sum\u00e9 to feel crowded or that it is an effort to read.<\/p>\n<\/div>\n<div id=\"fwk-125752-ch02_s03_s01_s03\" class=\"im_section\">\n<h2 class=\"im_title im_editable im_block\">Step 3: Choose Your Headings and Put the Most Important Ones First<\/h2>\n<p>Now that you\u2019ve done your groundwork, it\u2019s time to actually create your r\u00e9sum\u00e9. Think about your brand points and then determine the headings you want to use. Use headings that help you tell your brand story at a glance. Don\u2019t focus yet on what you will write in each heading; that will be covered in Step 4.<\/p>\n<p>There are some headings that are standard to include such as \u201cObjective,\u201d \u201cEducation,\u201d and \u201cExperience,\u201d but other headings should be used to support your brand story. For example, instead of having a heading for \u201cWork Experience,\u201d be more specific and use \u201cSales Experience\u201d to highlight that if it is one of your brand points.<\/p>\n<p>One of the most critical things to remember is to put the most important things first. Start with a heading for \u201cObjective,\u201d then \u201cEducation.\u201d As you gain more experience in your career, your education will move to the bottom. But at this point, it is a key selling point for your brand.<\/p>\n<p>Now, it\u2019s time to put your brand points to work by choosing headings that tell your story. For example, if academic excellence is one of your brand points, you might consider adding a heading after \u201cEducation\u201d called \u201cScholarships and Awards\u201d or \u201cHonors\u201d to highlight honors and awards that demonstrate your academic excellence. This is the ideal place for things like dean\u2019s list, National Honor Society, or any other awards, honors, or scholarships that you have received.<\/p>\n<p>It\u2019s a good idea for your next heading to reflect one of your brand points such as \u201cLeadership Skills\u201d or \u201cSales Experience\u201d (or any other specific type of experience). If leadership skills are one of your brand points, it\u2019s better to <em class=\"im_emphasis\">not<\/em> make the reader go all the way to the bottom of the page to read about your leadership skills under a generic heading called \u201cActivities.\u201d If it\u2019s important to your brand story, bring your skills into focus in the first part of your r\u00e9sum\u00e9 with a strong heading like \u201cLeadership Skills.\u201d This section could include athletic, school or professional organization, or any other type of leadership position. If you don\u2019t have leadership skills, don\u2019t worry\u2014you still have a lot to offer. Follow your brand points to tell your story.<\/p>\n<p>Next, include your work experience. This is where you can really make your brand story come alive. Don\u2019t be restricted to a traditional chronological order of your jobs. If you have had an internship in marketing, sales, or other area that supports your brand points, make a separate heading for it, such as \u201cMarketing Experience\u201d or \u201cSales Experience.\u201d If you have had other jobs, you can simply add another heading after it called \u201cWork Experience\u201d below it. Or if your work experience has a common theme, you might want to name your heading \u201cRetail Experience,\u201d \u201cCustomer Service Experience,\u201d or \u201cHospitality Experience.\u201d This approach tells the reader at a glance that you have valuable experience in the area you want to pursue. You should know that employers look for people who have worked in retail and in restaurants because they know that they can sell and work with customers. Use this type of experience to sell yourself.<\/p>\n<p>If you have participated in projects or activities to support the community, you may want to include a heading for \u201cCommunity Service.\u201d If you have additional activities that are worth noting, you might consider a heading for \u201cActivities.\u201d It\u2019s best to avoid a long list of generic activities at the end of your r\u00e9sum\u00e9, so think about how they tell your brand story. It\u2019s best to include your most recent activities. Although you may include some key activities from high school, it\u2019s better if you can replace those with your more recent activities. It\u2019s not necessary to include the dates of your involvement.<\/p>\n<p>It\u2019s a good idea to have a final heading for \u201cSkills\u201d at the end of your r\u00e9sum\u00e9. This should include computer software in which you are proficient such as Microsoft Word, PowerPoint, Excel, Access, Adobe Acrobat, and others. It\u2019s a good reminder to your prospective employer that you are skilled for any position. Although it may seem second nature to you to use these software products, there are employers who didn\u2019t learn them in school so they may not be aware that you are proficient in them.<\/p>\n<p>A few things that should <em class=\"im_emphasis\">not<\/em> be included on your r\u00e9sum\u00e9 are \u201cReferences available upon request,\u201d \u201cHobbies and Activities,\u201d or a photo. Prospective employers expect to check your references, you should have more substantial things to put on your r\u00e9sum\u00e9 than hobbies and activities, and many companies cannot consider r\u00e9sum\u00e9s with photos as it would be considered discrimination.<\/p>\n<p>See Rakeem Bateman\u2019s r\u00e9sum\u00e9 shown in Figure 2.9 &#8220;Standard R\u00e9sum\u00e9 Incorporating Effective Headings&#8221; to see how headings are used effectively to highlight his brand points of leadership skills, sales experience, and a committed work ethic.<\/p>\n<div id=\"fwk-125752-ch02_s03_s01_s03_f01\" class=\"im_figure im_full im_editable im_block\">\n<p><span class=\"im_title-prefix\">Figure 2.9<\/span> Standard R\u00e9sum\u00e9 Incorporating Effective Headings<\/p>\n<p><a href=\"https:\/\/textimgs.s3.amazonaws.com\/powerfulselling\/section_05\/dd6ad414375bcfd77d82c2630ecf9144.jpg\" target=\"_blank\"><img decoding=\"async\" src=\"https:\/\/courses.lumenlearning.com\/cerritos-sales-1\/wp-content\/uploads\/sites\/1236\/2015\/07\/sm_dd6ad414375bcfd77d82c2630ecf9144.jpg\" alt=\"image\" \/><\/a><\/p>\n<\/div>\n<\/div>\n<div id=\"fwk-125752-ch02_s03_s01_s04\" class=\"im_section\">\n<h2 class=\"im_title im_editable im_block\">Step 4: Write Your Bullet Points<\/h2>\n<p>Once you have determined your headings, it\u2019s time to make your brand points come alive with bullet points under each heading. Bullet points are better than a narrative format because they are easier for the reader to skim. But, since the reader is skimming, each bullet point is that much more important. Keep your bullet points concise, but specific, so that each delivers powerful information.<\/p>\n<p>Start with your objective and write a short, specific goal. One sentence is perfect; you don\u2019t have to be flowery or profound. Something that helps the reader understand what you are looking for is best. For example, if you want to get a job in pharmaceutical sales, your objective might be, \u201cTo obtain a sales position at a pharmaceutical company.\u201d Or you might want to get a job in an advertising agency so your objective might be, \u201cTo obtain a full-time position in account management at an advertising agency.\u201d Short, sweet, to the point, and effective.<\/p>\n<p>For your education, include the formal name of your college or university, city and state, formal degree (e.g., Bachelor of Arts, Communication Studies), and year or expected year of graduation. It\u2019s not necessary to include the range of years you attended school. Now that you are in college, it\u2019s best to remove your high school education. See Figure 2.9 &#8220;Standard R\u00e9sum\u00e9 Incorporating Effective Headings&#8221; for an example of how to list your education. You may be interested to know that your grade point average is not a requirement on a r\u00e9sum\u00e9. Generally, if your GPA is 3.5 or above, you may want to include it.<span id=\"fwk-125752-fn02_050\" class=\"im_footnote\"><a class=\"footnote\" title=\"Kim Richmond, Brand You, 3rd ed. (Upper Saddle River, NJ: Pearson Prentice Hall, 2008), 156.\" id=\"return-footnote-37-2\" href=\"#footnote-37-2\" aria-label=\"Footnote 2\"><sup class=\"footnote\">[2]<\/sup><\/a><\/span> The fact is most business people don\u2019t recognize the significance of a GPA unless it\u2019s 4.0. So, if academic achievement is one of your brand points, you should consider adding a heading for \u201cScholarship and Awards\u201d to demonstrate your accomplishments and make them come alive for the reader. If academics aren\u2019t your strong suit, don\u2019t include your GPA; just list your education.<span id=\"fwk-125752-fn02_051\" class=\"im_footnote\"><a class=\"footnote\" title=\"Kim Richmond, Brand You, 3rd ed. (Upper Saddle River, NJ: Pearson Prentice Hall, 2008), 156.\" id=\"return-footnote-37-3\" href=\"#footnote-37-3\" aria-label=\"Footnote 3\"><sup class=\"footnote\">[3]<\/sup><\/a><\/span> If you have studied internationally, you might consider a heading or subheading named \u201cInternational Study.\u201d Include the program name, school, and countries visited, as well as the dates of the travel.<\/p>\n<p>Awards or honors can be listed as bullet points under the \u201cScholarship and Awards\u201d heading. For experience headings such as \u201cLeadership Experience,\u201d \u201cSales Experience,\u201d or \u201cCustomer Service Experience,\u201d list the name of the company, city and state, your title, and dates of employment. If you use boldface for the company name, it stands out and helps the reader see at a glance where you have worked. The bullet points in these sections are critical to setting yourself apart; they should be concise and specific, but descriptive, and they should focus on accomplishments and contributions, not a listing of activities or tasks. This will most likely take some time to write these bullet points, but it will be time well spent. Consider the difference between these two bullet points to describe a position at a restaurant:<\/p>\n<ul id=\"fwk-125752-ch02_s03_s01_s04_l01\" class=\"im_itemizedlist im_editable im_block\">\n<li><em class=\"im_emphasis\">Took orders over the phone and in person<\/em>This statement can be more powerful when restated with quantitative details:<\/li>\n<li><em class=\"im_emphasis\">Provided customer service to over 100 patrons during every shift, including taking orders by phone and at table-side; named Associate of the Month in August 2009<\/em><\/li>\n<\/ul>\n<p>Consider the difference between these two bullet points to describe administrative responsibilities at an office:<\/p>\n<ul id=\"fwk-125752-ch02_s03_s01_s04_l03\" class=\"im_itemizedlist im_editable im_block\">\n<li><em class=\"im_emphasis\">Filled in for receptionist, answered phones, processed invoices<\/em>This line can be more powerful when restated in the following manner:<\/li>\n<li><em class=\"im_emphasis\">Provided administrative support for the 30-person office; created new work flow for processing invoices that reduced turnaround time by 2 days<\/em><\/li>\n<\/ul>\n<p>Consider the difference between these two bullet points to describe responsibilities as a bank teller:<\/p>\n<ul id=\"fwk-125752-ch02_s03_s01_s04_l05\" class=\"im_itemizedlist im_editable im_block\">\n<li><em class=\"im_emphasis\">Processed customer transactions<\/em>This statement can be more powerful when restated as the following:<\/li>\n<li><em class=\"im_emphasis\">Processed over 80 customer transactions daily with 100% accuracy.<\/em><\/li>\n<\/ul>\n<p>Your bullet points should help reinforce your brand points with details of how you delivered on those points. It might be helpful to write down all the things you did at each job and then identify the stories you can tell for each job. This is how you demonstrate traits such as ability to multitask, organizational skills, teamwork, and other skills.<\/p>\n<\/div>\n<div id=\"fwk-125752-ch02_s03_s01_s05\" class=\"im_section\">\n<h2 class=\"im_title im_editable im_block\">Step 5: Review, Check Spelling, Proofread, and Repeat<\/h2>\n<p>It\u2019s true that some r\u00e9sum\u00e9s are never even considered because of a typo or grammar error. After you finish your r\u00e9sum\u00e9, take a break, and then review it objectively. Does it clearly tell your brand story? Are your brand points the most important topics? If someone read your r\u00e9sum\u00e9, what would that person think you have to offer? Make any necessary adjustments. Then spell-check and proofread it carefully. It\u2019s a good idea to ask some people you trust\u2014perhaps at your campus career center, a parent, professor, or mentor\u2014to review and proofread your r\u00e9sum\u00e9. You can\u2019t be too cautious.<\/p>\n<p>When you are satisfied that your r\u00e9sum\u00e9 is perfect, print it on twenty-four-pound paper (you can buy it at your campus bookstore or any office supply store or Web site).<\/p>\n<div id=\"fwk-125752-ch02_s03_s01_s05_n01\" class=\"im_callout im_block\">\n<h3 class=\"im_title\">You\u2019ve Got the Power: Tips for Your Job Search<\/h3>\n<p>How to Save It<\/p>\n<p>It\u2019s best to save your r\u00e9sum\u00e9 and cover letter in several formats. A Word document is standard for sending r\u00e9sum\u00e9s and cover letters. However, online job posting boards remove formatting, so it\u2019s best to also save your documents as .txt files in Microsoft Word (File, Save As, for file type choose \u201cPlain Text (*.txt).\u201d Click OK when the dialogue box appears. Check your document to be sure elements are still in place; adjust accordingly, then save). It\u2019s also helpful to save your documents in PDF format by going to Acrobat.com.<span id=\"fwk-125752-fn02_052\" class=\"im_footnote\"><a class=\"footnote\" title=\"Kim Richmond, Brand You, 3rd ed. (Upper Saddle River, NJ: Pearson Prentice Hall, 2008), 224.\" id=\"return-footnote-37-4\" href=\"#footnote-37-4\" aria-label=\"Footnote 4\"><sup class=\"footnote\">[4]<\/sup><\/a><\/span> It\u2019s a good idea to use a file name such as \u201cJohn Jones R\u00e9sum\u00e9\u201d because it lets the reader know exactly what file he or she is opening and doesn\u2019t give away your working name.<span id=\"fwk-125752-fn02_053\" class=\"im_footnote\"><a class=\"footnote\" title=\"Kim Richmond, Brand You, 3rd ed. (Upper Saddle River, NJ: Pearson Prentice Hall, 2008), 226.\" id=\"return-footnote-37-5\" href=\"#footnote-37-5\" aria-label=\"Footnote 5\"><sup class=\"footnote\">[5]<\/sup><\/a><\/span> Avoid file names such as \u201cOfficial R\u00e9sum\u00e9,\u201d or \u201cR\u00e9sum\u00e9 January 2010\u201d as they don\u2019t include your name and are not professional.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<div id=\"fwk-125752-ch02_s03_s02\" class=\"im_section\">\n<h2 class=\"im_title im_editable im_block\">Three Steps for a Cover Letter That Gets Noticed<\/h2>\n<p>If you haven\u2019t prepared a cover letter to send with your r\u00e9sum\u00e9, you should consider writing one. According to a recent article in the <em class=\"im_emphasis\">New York Times<\/em>, \u201cCover letters are still necessary, and in a competitive market they can give you a serious edge if they are written and presented effectively.\u201d<span id=\"fwk-125752-fn02_054\" class=\"im_footnote\"><a class=\"footnote\" title=\"Phyllis Korkki, \u201cA Cover Letter Is Not Expendable,\u201d New York Times, February 15, 2009, business section, 10.\" id=\"return-footnote-37-6\" href=\"#footnote-37-6\" aria-label=\"Footnote 6\"><sup class=\"footnote\">[6]<\/sup><\/a><\/span> A cover letter is key if you need to set yourself apart, whether you are seeking an internship or a full-time position.<\/p>\n<div id=\"fwk-125752-ch02_s03_s02_s01\" class=\"im_section\">\n<h2 class=\"im_title im_editable im_block\">Step 1: Start with Your Three Brand Points<\/h2>\n<p>Maybe you are dreading the thought of writing a cover letter. It\u2019s easier than you think, since you have already identified your brand points. Write a summary statement for each of your three brand points. In other words, if you only had one minute to talk about your three brand points, what would you say about each one? Write two concise sentences for each point. It might be rough right now, but it will become the core of your cover letter.<\/p>\n<\/div>\n<div id=\"fwk-125752-ch02_s03_s02_s02\" class=\"im_section\">\n<h2 class=\"im_title im_editable im_block\">Step 2: Understand the Elements of a Cover Letter<\/h2>\n<p>Now you just need to know how to structure your brand story to make it come alive for the reader. A cover letter has three major sections:<\/p>\n<ol id=\"fwk-125752-ch02_s03_s02_s02_l01\" class=\"im_orderedlist im_editable im_block\">\n<li><strong class=\"im_emphasis im_bold\">First paragraph<\/strong>. Introduction and purpose for your letter.<span id=\"fwk-125752-fn02_055\" class=\"im_footnote\">Kim Richmond, <em class=\"im_emphasis\">Brand You<\/em>, 3rd ed. (Upper Saddle River, NJ: Pearson Prentice Hall, 2008), 162.<\/span><\/li>\n<li><strong class=\"im_emphasis im_bold\">Second paragraph<\/strong>. Reasons why you will bring value to the company (this is where you include your brand points).<span id=\"fwk-125752-fn02_056\" class=\"im_footnote\">Kim Richmond, <em class=\"im_emphasis\">Brand You<\/em>, 3rd ed. (Upper Saddle River, NJ: Pearson Prentice Hall, 2008), 162.<\/span><\/li>\n<li><strong class=\"im_emphasis im_bold\">Third paragraph<\/strong>. Closing and follow-up.<span id=\"fwk-125752-fn02_057\" class=\"im_footnote\">Kim Richmond, <em class=\"im_emphasis\">Brand You<\/em>, 3rd ed. (Upper Saddle River, NJ: Pearson Prentice Hall, 2008), 162.<\/span><\/li>\n<\/ol>\n<p>Since business people skim cover letters and r\u00e9sum\u00e9s, it\u2019s a good idea to use boldface to highlight your brand points.<span id=\"fwk-125752-fn02_058\" class=\"im_footnote\"><a class=\"footnote\" title=\"Kim Richmond, Brand You, 3rd ed. (Upper Saddle River, NJ: Pearson Prentice Hall, 2008), 162.\" id=\"return-footnote-37-7\" href=\"#footnote-37-7\" aria-label=\"Footnote 7\"><sup class=\"footnote\">[7]<\/sup><\/a><\/span> Take a look at the cover letter in Figure 2.10 &#8220;Effective Cover Letter&#8221; to see how your brand points become the focus of your cover letter. It\u2019s important to <em class=\"im_emphasis\">repeat<\/em> the highlights of your r\u00e9sum\u00e9 in your cover letter so the reader can see at a glance how you can bring value as a prospective employee. Since you only have a few seconds to \u201csell\u201d the reader on the fact that you are the right person for the job, you want to introduce the highlights in the cover letter and then provide the details in your r\u00e9sum\u00e9. Your cover letter and r\u00e9sum\u00e9 work together to tell your brand story.<\/p>\n<div id=\"fwk-125752-ch02_s03_s02_s02_f01\" class=\"im_figure im_full im_editable im_block\">\n<p><span class=\"im_title-prefix\">Figure 2.10<\/span> Effective Cover Letter<\/p>\n<p><a href=\"https:\/\/textimgs.s3.amazonaws.com\/powerfulselling\/section_05\/b0d9245ac9be09162fe96a5815ef88e5.jpg\" target=\"_blank\"><img decoding=\"async\" src=\"https:\/\/courses.lumenlearning.com\/cerritos-sales-1\/wp-content\/uploads\/sites\/1236\/2015\/07\/sm_b0d9245ac9be09162fe96a5815ef88e5.jpg\" alt=\"image\" \/><\/a><\/p>\n<\/div>\n<p>Besides the three core paragraphs of your cover letter, you will also want to know about the appropriate way to format a cover letter. Your cover letter should be limited to a single page and should include the same font that you used for your r\u00e9sum\u00e9. See Figure 2.11 &#8220;Elements of a Cover Letter&#8221; for all the elements of a formal cover letter.<\/p>\n<div id=\"fwk-125752-ch02_s03_s02_s02_f02\" class=\"im_figure im_full im_editable im_block\">\n<p><span class=\"im_title-prefix\">Figure 2.11<\/span> Elements of a Cover Letter<\/p>\n<p><a href=\"https:\/\/textimgs.s3.amazonaws.com\/powerfulselling\/section_05\/df797a308065b598bed8bfa3e5cb1962.jpg\" target=\"_blank\"><img decoding=\"async\" src=\"https:\/\/courses.lumenlearning.com\/cerritos-sales-1\/wp-content\/uploads\/sites\/1236\/2015\/07\/sm_df797a308065b598bed8bfa3e5cb1962.jpg\" alt=\"image\" \/><\/a><\/p>\n<\/div>\n<\/div>\n<div id=\"fwk-125752-ch02_s03_s02_s03\" class=\"im_section\">\n<h2 class=\"im_title im_editable im_block\">Step 3: Write Your Cover Letter<\/h2>\n<p>With your brand points in mind and the structure of a cover letter clearly defined, now you can get to writing. This is the place where you are able to demonstrate you personality and your selling skills. You can make your cover letter a powerful lead-in to your r\u00e9sum\u00e9 and sell your prospective employer on the reasons why you should come in for an interview. As with your r\u00e9sum\u00e9, be sure to spell-check and proofread your cover letter carefully. Review your cover letter and r\u00e9sum\u00e9 together to be sure your brand story is clear and powerful. Look at Rakeem Bateman\u2019s cover letter and r\u00e9sum\u00e9 together in Figure 2.12 &#8220;Sample Cover Letter and Sample R\u00e9sum\u00e9&#8221; to see how the two documents can work together and really set you apart just at a glance.<\/p>\n<div id=\"fwk-125752-ch02_s03_s02_s03_f01\" class=\"im_figure im_full im_editable im_block\">\n<p><span class=\"im_title-prefix\">Figure 2.12<\/span> Sample Cover Letter and Sample R\u00e9sum\u00e9<\/p>\n<p><a href=\"https:\/\/textimgs.s3.amazonaws.com\/powerfulselling\/section_05\/713e9acdaa468cbfe88d31fd1a170b05.jpg\" target=\"_blank\"><img decoding=\"async\" src=\"https:\/\/courses.lumenlearning.com\/cerritos-sales-1\/wp-content\/uploads\/sites\/1236\/2015\/07\/sm_713e9acdaa468cbfe88d31fd1a170b05.jpg\" alt=\"image\" \/><\/a><\/p>\n<\/div>\n<p>This cover letter can be the basis of the letter you use for most situations. Now that you have your cover letter, you should adapt it and personalize it for every situation. For example, if you are applying for a job that is posted online, adapt the letter to show how your brand points address the needs of the position. You may even want to create one or two new brand points that also define your brand that you can change based on the job posting.<\/p>\n<p>It\u2019s best to use your cover letter whenever you send your r\u00e9sum\u00e9 to someone, whether you are responding to a job posting, networking, or sending out letters to your target companies. The <em class=\"im_emphasis\">Selling U<\/em> section in Chapter 8 &#8220;The Preapproach: The Power of Preparation&#8221; includes several ways to get your cover letter and r\u00e9sum\u00e9 out to prospective employers.<\/p>\n<div id=\"fwk-125752-ch02_s03_s02_s03_n01\" class=\"im_key_takeaways im_editable im_block\">\n<h3 class=\"im_title\">Key Takeaways<\/h3>\n<ul id=\"fwk-125752-ch02_s03_s02_s03_l01\" class=\"im_itemizedlist\">\n<li>Your <strong class=\"im_emphasis im_bold\">r\u00e9sum\u00e9<\/strong> and <strong class=\"im_emphasis im_bold\">cover letter<\/strong> are your \u201cadvertising\u201d tools for your personal brand.<\/li>\n<li>There are five steps that help you write a r\u00e9sum\u00e9 that stands out from the crowd.\n<ol id=\"fwk-125752-ch02_s03_s02_s03_l02\" class=\"im_orderedlist\">\n<li>Your brand points are the basis of your r\u00e9sum\u00e9 because they define your brand and the value you can bring to a prospective employer.<\/li>\n<li>You can choose a r\u00e9sum\u00e9 format that is easy for the reader to skim and see your brand points.<\/li>\n<li>The headings on your r\u00e9sum\u00e9 help provide a framework to tell your brand story.<\/li>\n<li>The bullet points under each entry on your r\u00e9sum\u00e9 should focus on your accomplishments and achievements, not just a listing of job tasks.<\/li>\n<li>Always spell-check and proofread your r\u00e9sum\u00e9 carefully. In fact, it\u2019s a good idea to have several people review your r\u00e9sum\u00e9 for accuracy before you send it to prospective employers.<\/li>\n<\/ol>\n<\/li>\n<li>Your r\u00e9sum\u00e9 should always be sent with your cover letter. Your cover letter highlights your brand points, which are further reinforced in your r\u00e9sum\u00e9.<\/li>\n<li>A cover letter contains three major parts: the first paragraph that acts as an introduction, the second paragraph that highlights the value you can bring to the company, and the third paragraph that is the closing.<\/li>\n<\/ul>\n<\/div>\n<div id=\"fwk-125752-ch02_s03_s02_s03_n02\" class=\"im_exercises im_editable im_block\">\n<h3 class=\"im_title\">Exercises<\/h3>\n<ol id=\"fwk-125752-ch02_s03_s02_s03_l03\" class=\"im_orderedlist\">\n<li>Visit your campus career center and learn about different formats for your r\u00e9sum\u00e9. Which ones do you like? Why? Which one will you use? Is it easy for the reader to skim and see your brand story?<\/li>\n<li>Visit your campus career center and learn about the format for a cover letter. What elements are included in a formal cover letter, which are not included in a casual e-mail?<\/li>\n<\/ol>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\t\t\t <section class=\"citations-section\" role=\"contentinfo\">\n\t\t\t <h3>Candela Citations<\/h3>\n\t\t\t\t\t <div>\n\t\t\t\t\t\t <div id=\"citation-list-37\">\n\t\t\t\t\t\t\t <div class=\"licensing\"><div class=\"license-attribution-dropdown-subheading\">CC licensed content, Shared previously<\/div><ul class=\"citation-list\"><li>Powerful Selling. <strong>Authored by<\/strong>: Anonymous. <strong>Provided by<\/strong>: Anonymous. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"http:\/\/2012books.lardbucket.org\/books\/powerful-selling\/\">http:\/\/2012books.lardbucket.org\/books\/powerful-selling\/<\/a>. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by-nc-sa\/4.0\/\">CC BY-NC-SA: Attribution-NonCommercial-ShareAlike<\/a><\/em><\/li><\/ul><div class=\"license-attribution-dropdown-subheading\">All rights reserved content<\/div><ul class=\"citation-list\"><li>Resume Tips. <strong>Authored by<\/strong>: Kim Richmond. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"https:\/\/youtu.be\/k0ymGlEKj9Q\">https:\/\/youtu.be\/k0ymGlEKj9Q<\/a>. <strong>License<\/strong>: <em>All Rights Reserved<\/em>. <strong>License Terms<\/strong>: Standard YouTube License<\/li><\/ul><\/div>\n\t\t\t\t\t\t <\/div>\n\t\t\t\t\t <\/div>\n\t\t\t <\/section><hr class=\"before-footnotes clear\" \/><div class=\"footnotes\"><ol><li id=\"footnote-37-1\">Connie Pearson-Bernard, \u201cCareers in Communications Night,\u201d presentation at West Chester University, West Chester, PA, March 23, 2009. <a href=\"#return-footnote-37-1\" class=\"return-footnote\" aria-label=\"Return to footnote 1\">&crarr;<\/a><\/li><li id=\"footnote-37-2\">Kim Richmond, <em class=\"im_emphasis\">Brand You<\/em>, 3rd ed. (Upper Saddle River, NJ: Pearson Prentice Hall, 2008), 156. <a href=\"#return-footnote-37-2\" class=\"return-footnote\" aria-label=\"Return to footnote 2\">&crarr;<\/a><\/li><li id=\"footnote-37-3\">Kim Richmond, <em class=\"im_emphasis\">Brand You<\/em>, 3rd ed. (Upper Saddle River, NJ: Pearson Prentice Hall, 2008), 156. <a href=\"#return-footnote-37-3\" class=\"return-footnote\" aria-label=\"Return to footnote 3\">&crarr;<\/a><\/li><li id=\"footnote-37-4\">Kim Richmond, <em class=\"im_emphasis\">Brand You<\/em>, 3rd ed. (Upper Saddle River, NJ: Pearson Prentice Hall, 2008), 224. <a href=\"#return-footnote-37-4\" class=\"return-footnote\" aria-label=\"Return to footnote 4\">&crarr;<\/a><\/li><li id=\"footnote-37-5\">Kim Richmond, <em class=\"im_emphasis\">Brand You<\/em>, 3rd ed. (Upper Saddle River, NJ: Pearson Prentice Hall, 2008), 226. <a href=\"#return-footnote-37-5\" class=\"return-footnote\" aria-label=\"Return to footnote 5\">&crarr;<\/a><\/li><li id=\"footnote-37-6\">Phyllis Korkki, \u201cA Cover Letter Is Not Expendable,\u201d <em class=\"im_emphasis\">New York Times<\/em>, February 15, 2009, business section, 10. <a href=\"#return-footnote-37-6\" class=\"return-footnote\" aria-label=\"Return to footnote 6\">&crarr;<\/a><\/li><li id=\"footnote-37-7\">Kim Richmond, <em class=\"im_emphasis\">Brand You<\/em>, 3rd ed. (Upper Saddle River, NJ: Pearson Prentice Hall, 2008), 162. <a href=\"#return-footnote-37-7\" class=\"return-footnote\" aria-label=\"Return to footnote 7\">&crarr;<\/a><\/li><\/ol><\/div>","protected":false},"author":9,"menu_order":4,"template":"","meta":{"_candela_citation":"[{\"type\":\"cc\",\"description\":\"Powerful Selling\",\"author\":\"Anonymous\",\"organization\":\"Anonymous\",\"url\":\"http:\/\/2012books.lardbucket.org\/books\/powerful-selling\/\",\"project\":\"\",\"license\":\"cc-by-nc-sa\",\"license_terms\":\"\"},{\"type\":\"copyrighted_video\",\"description\":\"Resume Tips\",\"author\":\"Kim Richmond\",\"organization\":\"\",\"url\":\"https:\/\/youtu.be\/k0ymGlEKj9Q\",\"project\":\"\",\"license\":\"arr\",\"license_terms\":\"Standard YouTube License\"}]","CANDELA_OUTCOMES_GUID":"","pb_show_title":"on","pb_short_title":"","pb_subtitle":"","pb_authors":[],"pb_section_license":""},"chapter-type":[],"contributor":[],"license":[],"class_list":["post-37","chapter","type-chapter","status-publish","hentry"],"part":26,"_links":{"self":[{"href":"https:\/\/courses.lumenlearning.com\/cerritos-sales-1\/wp-json\/pressbooks\/v2\/chapters\/37","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/courses.lumenlearning.com\/cerritos-sales-1\/wp-json\/pressbooks\/v2\/chapters"}],"about":[{"href":"https:\/\/courses.lumenlearning.com\/cerritos-sales-1\/wp-json\/wp\/v2\/types\/chapter"}],"author":[{"embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/cerritos-sales-1\/wp-json\/wp\/v2\/users\/9"}],"version-history":[{"count":5,"href":"https:\/\/courses.lumenlearning.com\/cerritos-sales-1\/wp-json\/pressbooks\/v2\/chapters\/37\/revisions"}],"predecessor-version":[{"id":254,"href":"https:\/\/courses.lumenlearning.com\/cerritos-sales-1\/wp-json\/pressbooks\/v2\/chapters\/37\/revisions\/254"}],"part":[{"href":"https:\/\/courses.lumenlearning.com\/cerritos-sales-1\/wp-json\/pressbooks\/v2\/parts\/26"}],"metadata":[{"href":"https:\/\/courses.lumenlearning.com\/cerritos-sales-1\/wp-json\/pressbooks\/v2\/chapters\/37\/metadata\/"}],"wp:attachment":[{"href":"https:\/\/courses.lumenlearning.com\/cerritos-sales-1\/wp-json\/wp\/v2\/media?parent=37"}],"wp:term":[{"taxonomy":"chapter-type","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/cerritos-sales-1\/wp-json\/pressbooks\/v2\/chapter-type?post=37"},{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/cerritos-sales-1\/wp-json\/wp\/v2\/contributor?post=37"},{"taxonomy":"license","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/cerritos-sales-1\/wp-json\/wp\/v2\/license?post=37"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}