In advertising you can't afford generalities -- even when they glitter. They take room, cost you money, weaken your message. These excerpts from ads illustrate the point:

. . desires position with reliable company.

. . wants position of any kind.

. . wishes position with firm where there is an opportunity.

. . will consider job in wholesale house. . . wants steady work. . . replies will be given due consideration.

. . man of ability will consider anything.

---

Not one of these phrases sells. For they say little, offer nothing.

Sprinkled liberally through every "situations-wanted" column are those other employer-repelling requests for "any kind of job" or "any kind of office work." When you ask for "anything" you often wind up with nothing. For employers don't want the bother of sorting you out.

Too often those with varied experience tend to shoot for several kinds of jobs at once. Like the man who advertised:

Designer; Draftsman -- of machines and tools. Also salesman or plant executive on salary basis. <pg. 230>

No one could tell what this man is best fitted for since he doesn't seem to know himself.

Soak your ad in "sell." And in salesmanship, being specific is of the essence -- as this Young & Rubicam ad serves to remind us.

IT IS OUR BELIEF that there is no such thing as a "first-class all-round advertising man."

An outstanding advertising man may be an excellent judge of advertising in all its branches and a capable workman in several. But he will excel in some one phase; and here at Young & Rubicam, we let him specialize In that phase.

Such specialization means more man-power per account. Also, we believe, it means a more expert job in every phase of advertising service given that account.

YOUNG & RUBICAM, Inc. Advertising New York • Chicago • Montreal •

Young & Rubicam, Inc.

---

Put yourself on the employer's side of the desk. What does he want? He wants someone who can make money, save money. or help the company or a department mesh more smoothly.

Suppose you are an employer and want a competent stenographer. <pg. 231>   You pick up the Cleveland Plaindealer (as we did) and spot these ads:

1. GRADUATE of High School Business Course wants position as stenographer, typist, office work. Consider anything. Box R72.

2. STENOGRAPHER: GRADUATED WITH HIGHEST HONORS IN SCHOOL'S HISTORY! MEMBER NATIONAL HONOR SOCIETY, AWARDED GREGG MEDAL FOR DICTATION SPEED, 140; TYPING, 60; EXPERIENCED IN GENERAL CLERICAL WORK DURING SCHOOL VACATIONS: BEST REFERENCES FURNISHED FROM FORMER EMPLOYER. HILLTOP 731.

Which stenographer would you call in?

The first girl is asking for a job, any kind of job. "GRADUATE" heads her message. Not until the middle of the second line do you find "stenographer, typist, office work." Then she weakens even that feeble statement by tacking on "Consider anything." Aside from reference to "High School Business Course" she offers not one shred of evidence of ability.

How refreshing by contrast is the second ad! "STENOGRAPHER," this girl proclaims immediately and wraps her wants in the shape of a service. Just look at what she offers: "highest honors," "awarded medal," "dictation speed" -- not one word wasted.

"Specifics" tell your story best.

In its very helpful little booklet, Do's and Don't's for Job Seekers, the Chicago Tribune* quotes the head of the copy and survey division of its classified advertising department: [Footnote: * Chicago: The Tribune Co., 1936. ]

A statement of ability in specific lines goes far. Is it welding, chemistry, engineering, or accounting? . . . Support the statement by a mention of definite accomplishments. Even mention figures where this is properly a part of the picture. If you cut production overhead by 30 per cent while factory manager -- tell it; if you handled a bank account of large amount. <pg. 232>

showing responsibility, tell that. Such things as these make excellent advertising material.

All of which takes us back to basic principles. In your ad, as in all your sales presentations --

1. Offer a service, while telling exactly what you want.

SALES MANAGER (34), 15 years sales experience; record of achievement, hiring, training, organizing for dealer or direct to consumer sales; now employed, can bring four exceptional men along; experienced in electric refrigerators, drug, grocery, hardware lines: salary secondary to opportu nity. A 26315 Times. -- New York Times

This pulled thirty-two replies, twenty-seven interviews, and twenty-seven offers -- when times were bad. Selling a specific service did it.

2. Back your offer with specific evidence of ability and results.

This was done cleverly in the following:

ELEVEN YEARS in one home. Employer leaving city. Would like to get with reliable people. Nurse or general work. -- The Times-Picayune, New Orleans

Phone calls swamped the advertiser after one insertion. She got a very good job and leads for some friends from forty-odd answers. The phrase "eleven years in one home" intrigued the readers and conjured up visions of faithful service and ability. 3. And close strongly.

Employers seeking help want action. A phone number appeals more than a box number. And if the position you want is worth the expense, you can invite your readers to "wire collect."

Now we come again to that other basic that underlies the proper selection of your material. Before writing your ad list the qualities desirable for the job wanted. For example, a receptionist might list:

ability to meet people easily pleasing personality
tact
good telephone voice
good memory <pg. 234>
knowledge of switchboard
accurate typing

Then list the evidence that shows you have those qualities. Following this procedure you can't help being specific.

"But that would make the ad too bulky and expensive," many object when we outline these points at the Clinic. Perhaps a critical survey of actual ads* -- both classified and display -- will show that a good ad can be compressed into just as little space as a poor one. As in this case:

If you want an expert stenographer possessing pep, personality and perseverance, with six years' experience in medical, legal and engineering work and who passed civil service exam with average of 91 per cent, call John 836M. --The Times-Picayune, New Orleans

Those three "p's," "pep, personality, and perseverance," would be of value in working for doctors and lawyers. An engaging personality peeps through the wording of the ad itself, while ability is indicated by the "91 per cent" average. "Call John 836M" makes a strong close.

This ad appeared one Sunday morning. By 10 o'clock the young lady was called to the phone to take a job.

It might be instructive to compare a number of ads for the same type of job. In one issue of the Jewelers' Circular-Keystone, thirty-one watchmakers ran situation-wanted ads. We reproduce the first ten just as they appeared, except that for number nine we have used boldface type. [* Only names, addresses, and phone numbers have been changed. The ads reproduced on the right-hand pages are presented not as models, though some have good points--but to show the many kinds of jobs advertising can secure. ]

1. WATCHMAKER, also do jewelry repairing, 20 years' experience, desires permanent position; best of references. Address X 713, care Jewelers' Circular-Keystone.

2. WATCHMAKER, 20 years' experience on fine timepieces, steady position only; married, age 40, refer- <pg. 236> ences; own tools. Address Y 714, care Jewelers' Circular-Keystone.

3. EXPERIENCED WATCHMAKER, jeweler and engraver, desires position at once; references as to character and ability. A. Y. Ellis, 7 Tone St., Allerton, Pa.

4. WATCHMAKER, good mechanic, able to assume charge of repair department, wishes permanent position with good concern; can furnish A-1 references. Address Z 312, care of Jewelers' Circular-Keystone.

5. WATCHMAKER and salesman, 25 years' experience, all grade watches; very handy in retail jewelry store; best references; neat appearance. Address Q 721, care Jewelers' Circular-Keystone.

6. POSITION WANTED by dependable, conscientious watchmaker, engraver, both store and factory experience as tool and diemaker; age 40; east preferred. Address P 723, care Jewelers' Circular-Keystone.

7. WATCHMAKER and fancy engraver, can set diamonds; years of experience on high grade watches and monogramming; go anywhere; best reference. Address R 799, care Jewelers' Circular-Keystone.

8. WATCHMAKER, experienced, desires steady position, single, references; prefer Middle West or South, but would consider other locations. Address M 813, care Jewelers' Circular-Keystone.

9. WATCH REPAIR, ESTIMATOR and salesman of unusual ability; valuable man for active shop; interested only in good paying proposition. Address P 720, care Jewelers' Circular-Keystone.

10. WANTED, position as watchmaker or partner; 17 years' experience; A-1 references; German trained. Address R 821, care Jewelers' Circular-Keystone. <pg. 238>

As we know, a good ad should offer a service, should appeal to the reader's self-interest. Do the above ads measure up?

The employer who needs a watchmaker wants a man who will increase his profits. Profits in the watch repair department probably depend on sound workmanship, on ability to diagnose repair problems and estimate accurately, on ability to meet customers, and on speed in turning out a good job.

In the ads reproduced, there is too little indication that watchmakers represented have profit-making qualities. Number nine does say he is an estimator and that he is a "salesman of unusual ability." And his bland statement of interest "only in good paying proposition does breathe confidence. But surely, even number nine, as well as most of the others, have more qualities that spell increased profits to their employers.

The ad that follows, from the same issue of the Jewelers' Circular-Keystone, is considerably better in service appeal. The advertiser shows he appreciates the problems of the employer and is interested in returning a fair profit on his salary investment.

FINE WATCHMAKER salesman and jewelry repairing; over 20 years of real action in the jewelry business, well qualified, handling clientele intelligently on a profitable basis, desires position with reliable firm; age 39, neat, highly recommended; interview and salary easily arranged. Box 3127, care Jewelers' Circular-Keystone.

This ad, too, could be easily improved. The phrase "desires position with reliable firm" can be cut. It just wastes money and space.

Arranged for immediate pocketbook appeal, the ad could pull more powerfully. As follows:

THIS WATCHMAKER MAKES PROFITS! Has ample evidence he handles customers intelligently and profitably. 20 years active experience. Accurate estimator; fast. Highly recommended. Interview easily arranged. Wire collect. C.G., 99 Alpha St., Philadelphia, Pa.

All the ads did specify the job wanted: watchmaker. But few offered specific qualities designed to please the prospective employer. Yet by checking through the "help-wanted" columns of the same Jewelers' Circular-Keystone they could have unearthed <pg. 240> the specific things employers want -- and angled their ads accordingly. For example, here are some excerpts from employers' ads: . . . do not apply unless you are a fine workman with more than average speed. . . . must be fine workman on small baguettes, chronographs, repeaters, and complicated clock work. . . . skilled in close rating of high grade watches; experienced in estimating and waiting on trade.

These examples prove that when you detail specific abilities, you tell the employer what he wants to know. And that's what sells your ad.

From the look of the following ad, this watchmaker may well have listed "qualities desired" in the manner we prescribed.

EXCEPTIONALLY FINE WATCHMAKER on smaller baguettes and railroad watches, expert in escapement work, hair spring, vibrating, close timing; can do light engraving and jewelry repairing; fast workman; 18 years' experience. Fine references. Has consistently increased business. Prefer commission basis. South preferred. Box X 437 Jewelers' Circular-Keystone.

Note how this advertiser lets some evidence of results seep into the picture. "Has consistently increased business" is, of course, an unsupported statement. But that he "prefers commission basis" hints that he has produced results and that he's sure he can do it again. At least he shows awareness of the principle: be specific about results if you can.

Employers will always react favorably to results. Prod them out of the dark corners of your memory by reviewing your experiences carefully. The salesman can quote figures or percentages to show he can build business; the stenographer can cite typing and dictation speed; the engineer can point to money saved or earned by his design or analysis. <pg 242>

In advertising, appearance carries weight. Harry K. Brown, of the Classified Advertising Department of the New York Journal-American, says: <pg. 242>

If our observations based on long experience can be of value to you, we will observe that rarely have we seen a 'Position Wanted' advertiser wording or setting up copy in an original or novel manner. They generally advertise in that hackneyed or stereotyped way that has, unfortunately, been accepted as form.

We have noted that those advertisers that show originality in the makeup and in the descriptive matter of their copy invariably get the best results.

The classified ad affords little scope for layout ingenuity. You can leave a line or two of white space above or below. You can capitalize the first few words -- or the entire ad. Some papers provide blacker type as with one of the watchmakers' ads.

All these things center more attention on your copy. But they make the ad cost more.

Some papers list the rates for classified ads at the head of the column. If they are not in the paper, write for them. Upon examining various ads you can better determine whether any of the devices that improve appearances are worth the extra cost.

Run your eye over those watchmakers' ads again. The unrelieved sameness of many of them dulls the reader's interest. The first man could have signed the second ad, and the second could have signed the third.

When so many ads look like carbon copies they do not attract much interest. The worst of it is they do not really represent the given advertiser.

Imagine a prospective employer nodding over the flat stretches of the situations-wanted column. Suddenly, his eve hits a bump, jerks him awake. He snaps to attention as he reads:

WITH THIS SECRETARY, Mr. Employer, you can take a beauty nap now and then. For I write your routine letters for you--plenty of experience. When you must dictate I'll run along with you at 120 w.p.m., and type at 60 w.p.m.

BRyant 7434. --The Cleveland Plaindealer <pg. 244>

"Whaddaya know, an original," mutters our manhunter. "lie must be good." And he reaches for the phone. As seventy-six employers did.

No question about it, originality pays. But if anyone else tried to duplicate such a well-publicized effort, it would surely flop. For it would no longer be original, nor would it represent him.

Work up your own twist for originality that mirrors you.

Just bear in mind what we've stressed before. The clever twist is speculative. It can rocket off to dazzling success, as in the case above. But it may fizzle out with a sickening "phtt."

Appealing to your readers' sell-interest with some specific benefit and detailing specific talents and results makes you more safely original. You'll be one of the few who adhere to selling principles. As this man did:

ABILITY YOU MAY BE ABLE TO USE AT A PROFIT-- is available in a man who has 15 years of seasoned, resultful experience in sales promotion and public relations for manufacturers of power and railway equipment. He is a mechanical engineer with 6 years of business training. Has planned and executed complete advertising schedules in magazines and direct mail; edited engineering handbooks, technical catalogues and articles; and knows how to carry on public relations to gain desired objectives. Employed, but available at your convenience for an interview or will send you additional facts by mail. A 717, Power, 330 West 42nd Street, New York City.

--Power, a McGraw-Hill Publication Display Ads

Everything we've said about classified holds true for display. But the added cost warrants more careful preparation. Display costs more not only because it takes more space, but also because it carries higher line rates than classified position-wanted advertising.

Top executives and highly paid specialists, including general managers, comptrollers, experienced advertising men, general sales managers, and skilled organizers are more likely to use display space, if they advertise at all. For their prospective employers rarely look in the classified columns when in need of such assistance.  <pg. 246>

Should you elect to take display space, you must catch the eye of your prospect as he glances at adjoining news items. Hence layout, headlines, and copy assume far greater importance than with the classified ad.

This does not mean you can neglect first principles. You must still offer a service plus evidence of ability and achievements. But you must tie a pretty bow on the package.

Let's see how three crack copywriters did it when advertising for themselves. (See following pages.)

You can't miss the way layout and copy individualize each advertiser. With the sale of copywriting common to all, three distinct personalities somehow emerge. Indeed, they come through so clearly we can almost tell what kind of copy each might do best.

The first is staid, sober and dignified. You can visualize him writing institutional ads for old, conservative firms. And banks would love him.

The breezy nature of the second man runs to the story-telling ad -- like light-hearted Elsie the Cow. When fireworks are needed, he's the man! That flamboyant headline will lure any advertising executive into reading his ad.

Falling neatly between the two extremes comes the last man. Neither as conventional as the first nor as informal as the second, we can accept him as the consistent producer he claims to be.

Each in his own way displays confidence. The first quietly. Number two knows he's good and is willing to let the whole world know it too. And the third says flatly, "crack copywriter available."

Appearance attracts, but it's the message that sells. Creating a message that sells" is the way these men earn their living. So in the very writing of their ads they must prove their ability.

Both number one and three get right down to offering a service. Number three promises "a heavy volume" of "fast, facile" work. And he offers to do for others what he did for the "almost nameless" lines he made famous.

That he "headed the copy staff of a distinguished agency" he cites as evidence of ability. And he is admirably specific. He lets his readers know he is "best on packaged goods -- particularly foods and drugs." No wonder he landed the job he wanted. <pg. 248>

New York Copy Man of exceptional experience
Seeks New York Agency placing emphasis on

Copy

This man is now writing key copy in a New York agency distinguished for its creative work. He is happy in his associations, but he knows from experience that an agency handling larger national accounts could use his ability with greater profit.

Continuously employed since 1919 in copy and contact work, he has produced many advertisements so successful from a money-making standpoint that they have been appearing in magazines for years without essential change.

Serving a million-dollar account in 1935 he set the copy pace for one of the outstanding campaigns of 1935-36.

This man is far more interested in broadening the scope of his opportunity than he is in immediately commanding a topflight salary--because he has no fear but what the evidence he can spread before the right agency will place him an a strategic position for the future.

He is proud of the friends he has made in the agency field--and can prove that he possesses all the essentials of a topgrade organization man. His reasons for wishing so make a new connection will bear the closest scrutiny.

An interview may be readily arranged by writing to

BOX ABC
Advertising and Selling <pg. 249>

---

"HELL," said the V P. in charge of copy,
"YOU WANT MY JOB"

WELL, I didn't, but that is how good he thinks I am. He went on to explain that their system of idea and copy production was to hire numbers of inexpensive young men to work with him doing just about what he said, and no more. I suggested that two or three top hands could do more work and do it better and with less trouble.

Maybe so. he answered, but that wasn't their way and they were doing all right and it certainly was nice to have seen me.

After this happened the third time I decided that the only thing for me to do was to see the genuine Head Man of the agency, the President in person.

That's hard to do. I don't know any of you gentlemen except the three I already have worked for. These I left for good reasons--and they still are friends.

But if there is a really tough copy situation in town--one that needs the best a good man can give, one where experience in producing better than average advertising of many kinds for many products can be used to advantage, then I am worth a good look by the man who is running the agency.

Instead of signing my name to this I am asking you to telephone to Fred Kendall AND YOU SAY: "Fred. this is So-and-So and who is that idea and copy man who used ‘hell' in a headline in Advertising & Selling and is he a smarty?"

THEN Fred says: "Do you really want to hire a real hooper dooper of an idea and copy man, and are you the head man and are you sure you are not just curious and no, he isn't a smarty, but he is smart"

Then you say: "Sure, I want to hires real hooper dooper and if this fellow is one I might hire him and I am the head man who runs the place and the only reason I am curious is because we do have a place for an extraordinarily good man."

THEN Fred says: "All right, his name a Such and Such."

THEN you say: "Thanks, Fred. but I've seen some of his stuff and I don't like it, so never mind mentioning to him that I called."

Or, you say: "You tell him to come and see me tomorrow morning."

In either case, I think this as a good way to do it, and it certainly is nice of Fred to cooperate with us.

Kendall's phone number is CALedonis 8-7097

Advertising and Selling <pg. 250>

---

Crack Copy Man
Available September 15

Fast, facile writer who consistently turns out a heavy volume of personally-planned advertising of top-hole technical quality without being nursed, threatened, or "directed."

He can take a new or dormant product and put on the whole show from the package out--including plan, presentstion, art direction, and contact, if necessary. He's done it for famous lines that were almost nameless when he took them on.

He learned advertising and the advertising business from the ground up in several of the biggest and best agencies in the country, headed the copy staff of a distinguished small agency, and then became an account executive handling billings of from $100,000 to $1,500,000.

But he remains primarily a writer. And he wants to write advertising for a well-ballasted firm which isn't afraid of ideas, nor of hiring (for keeps) a thoroughly matured, fairly expensive man who doesn't like to waste energy holding a job that ought to go into doing a job.

This advertising man is beat on packaged goods -- particularly foods and drugs--but he's done key copy on automotive, association, decoration, mail order, and publication promotion accounts as well.

N.B. He has had no "liquor experience."

BOX XYZ ADVERTISING AND SELLING, 9 East 38th St., New York

Advertising and Selling <pg. 251>

---

In the first ad we have a beautiful example of the "you" attitude. It's not for his own benefit that he wants to move to a new firm, he implies. For he "is happy in his associations." It's just that he knows "from experience that an agency handling larger national accounts could use his ability with greater profit."

Then he goes on to stress results. So many of his ads have made so much money for his clients "that they have been appearing in magazines for years without essential change." And he offers to show proof at an interview. He too got the job he wanted.

And the man in the middle? He deliberately bypasses the usual sales approach. He's a copywriter and he's content to let his copy speak for itself. It does just that. It allows for no neutrality. You either like it a lot -- or not at all. The "ayes" have it; it got the job.

Each of those three copywriters did an expert job, uniquely his own.

Considering the cost, make sure your display ad stands out too. If you are not an advertising man, it may pay to have it set up by a professional. But write the copy yourself though you may get a professional to edit it. Even if the paper sets it up for you, get a proof before it is run.

Your ad is no better than the medium in which it appears. For it can produce good results only if a number of your logical prospects read it.

When you buy space, classified or display, you pay for the entire circulation of your medium. But you are interested only in your logical prospects. A trade paper with 25,000 circulation may have more logical prospects for you than a newspaper with 250,000 circulation. An ad in the trade paper will cost less -- and the price per logical prospect much less. But if you have a service with wide appeal, you will probably reach your logical prospects most economically in a more widely read newspaper.

Look through various issues of news and trade papers. If you find one that consistently carries advertising for the kind of job you want, it's probably the best medium for you.

The character of the paper or magazine determines its audience, It may also lend prestige to the advertiser. For example, a really <pg. 252> good display ad in Advertising and Selling or Printers' Ink should gain the interested attention of many advertising executives.

The locality where you wish to work may affect your choice of medium. If you must stay in New York, for example, the waste in using a national medium is great. Any paper will gladly give you the geographic breakdown of its circulation.

When a manufacturer advertises a product, he sends copies of the ad to all his salesmen -- and encloses a story to go with it. Often he sends copies to his prospects.

Your friends and business associates are your salesmen. Sending them reprints of your ad, before it comes out, together with a note keeps them plugging for you.

Enclose reprints in a letter to a selected list of prospects before your ad appears. We have seen this device yield as much as nine good leads before the paper came out. Proper merchandising of reprints sometimes produces more leads than the ad itself.

In other cases it may help to send marked copies of the paper to prospects, or to have a business friend do this for you. An advertisement previously discussed was merchandised in the manner shown on the following page. <pg. 253>

The special ability and experience available through my employment could be of exceptional benefit to an organization like yours. If this thought has interest for you – now or for the future – may I hear from you? A reply to the box number address will receive prompt attention and will be treated in confidence.

(This advertisement reprinted from the employment columns -- Searchlight Section -- of McGraw-Hill Publications)

POSITION WANTED

ABILITY YOU MAY BE ABLE TO USE AT A PROFIT--is available in a man who has 15 years of seasoned, resultful experience in sales promotion and public relations work for manufacturers of power and railway equipment. He is a mechanical engineer with 6 years of business training. Has planned and executed complete advertising schedules in magazines and direct mail; edited engineering handbooks, tech~ nical catalogs and articles; and knows how to carry on public relations to accomplish desired objectives, He is 43 and married. Employed, but available for an interview at your convenience or will send you additional facts by mail. A 717, Power, 330 West 42nd Street, New York City.

Power

---

Having come this far you're ready to talk price -- and results. Does advertising pay?

It depends on the service you're marketing. We'll explain.

Almost every type of work has, at one time or another, been secured by advertising. However, it is much more useful in some fields than in others.

Mr. E. M. Dempsey, Manager of the Classified Advertising Department of the Boston Herald-Traveler, writes:

Over half the regular advertisers in these columns make their livelihood from the position-wanted advertisements. This class <pg. 254> of advertiser is made up of painters, paper hangers, carpenters, mechanics, butlers, chauffeurs, gardeners, housekeepers, cooks and domestics.

Many employers of this kind of help habitually look through the position-wanted ads when they need assistance. The same is true of employers in many trades. For example, the jeweler who needs a watchmaker, and the hardware manufacturer who wants a territorial representative are likely to hunt up the ads in their respective trade journals.

Employers seeking commercial help turn to the classified ads less often. Still, office workers, salesmen, stenographers, and minor executives have secured good leads through intelligent use of such advertising. A well-worded ad in a news or trade paper that consistently carries situation-wanted ads for jobs like yours, is likely to bring good leads at a low cost.

Display advertising has been used relatively less. It costs more -- and it's more speculative. Besides, it's trickier to handle.

Nonetheless, display advertising has flushed out prospects who otherwise could not have been found. And it has bagged jobs paying up to $50,000.

At the Man Marketing Clinic we deal mainly with top executives, salesmen and sales executives, specialists of various kinds, advertising men, comptrollers, office workers, recent college graduates. Many of these have tried both advertising and mailing campaigns. The great majority gained better results per dollar spent from direct mail.

Clearly, if any of these asks: "Shall I advertise or stick to mail?" we'd have to say: "Use the mails." For that usually brings more leads for your money.

But that is not the question you should raise.

The question is not either this or that. The real question is: What is an adequate campaign for you?

Just consider. There's the resume, the letter, the portfolio, the classified ad, the situation-wanted ad, the telephone, the telegraph. There are friends, employment agencies, cold calls.

Probably few use all of these at any one time. Most have probably used some combination of two or more. In some cases <pg. 255> -- cooks, domestics, gardeners -- the situation-wanted ad alone may be enough. In other cases just a letter may do the trick.

Direct mail may give greater value for the money. But direct mail plus advertising will appeal to the man determined to land just the job he wants -- and who appreciates the great value of an extra lead or two.

At this point we can anticipate an objection. For as many have asked –

There's stationery, stamps, reproducing costs, phone calls, carfare, advertising. There's no question, it's expensive.

But there's nothing so expensive as being out of work. The most economical thing to do is to develop a number of good leads promptly. Even a $50 a week man should be able to spend a few dollars on classified ads and a mailing campaign. The $25,000 executive can afford $75 to $500 for a display ad that brings in just one more good lead.

"Agreed," you might say. "But I haven't got the money.

If you're out of work and without money, someone must be carrying you. Maybe friends or relatives. The least expensive thing for them and for you is to lend you money for an adequate campaign. That missing pay check is the bankroll devourer par excellence.

Before moving on to the interview and its sequel let's summarize what we have.

When you know just what you want to do,

1. Prepare one or more sales presentations (portfolio, resume, or letter, whichever suits you best) of your qualifications for the job you want, backed by as much evidence as possible. This is the basis for all approaches to prospects -- whether by letter, by advertisement, by cold call, or by phone. Given a satisfactory sales presentation, the next steps march more smoothly. Use your presentation to get leads. Show it to former employers, <pg. 256> friends, and business acquaintances. Once they know exactly what you can do, you can more easily enlist their help.

3. Use your presentation in selling yourself to employment agencies and other organizations with job listings. That will often make them more active in your behalf.

4. Explore your library for prospect sources and information.

This is the lowest cost per reply that I have known. Much depends upon the demand for the kind of services offered and the effectiveness of the publication in reaching logical prospects through its situation-wanted columns. Many of the watchmakers drew large numbers of replies because they were currently in demand.