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But bad marketing forces consumers to make connection between wonderful qualities of product and how those qualities can help consumer.
Many companies who market this way believe that it's "job" of consumers to make connections, to understand just why and how that wonderful product will help consumer.Therefore, they're not only selfish, they're lazy.
They're not taking final step to see things from viewpoint of their potential customers.
Good marketing does as much as possible to show consumers that product is wonderful because of how and why it can help consumers.
How does this apply to someone seeking a job?
When you want a job or promotion you're "selling" your skills and experience. Your resume is your ad.
Your "customer" is Human Resources manager assigned to fill that job.
Most job seekers, whether techies or anybody else, think that their only duty is to provide a resume which shows they're qualified and to show up for interview.
The manager in charge of hiring is supposed to read resume, realize how wonderful applicant is and hire them.
Most people write their resumes as bad marketing. They write how wonderful they are without explaining how they can help company they're applying to.
They may well have wonderful degrees, wonderful certifications and wonderful experience.
Many techies have attitude that their technical education, skills and experience should be enough.
But if they'd write something that Human Resources manager wants to read about how they will help company, that's taking a step most people unconsciously sneer at it.
Because it's "sales and marketing." Sales and marketing is selfish -- everybody knows that without questioning it.
So they write only about themselves and not how they can help that potential employer.
So it's "selfish" person who takes extra effort to use "sales and marketing" to explain how they can help company who actually gets job.
So everybody else can sneer at them.
And send their resumes to next employer.
Copyright 2002 by Info Ring Press
I hereby grant permission to all website owners and ezine publishers to reprint above article as long as long as it is reprinted as is in full, including this contact information. Email Richard Stooker: mailto:rick@inforingpress.com
Richard Stooker is the author of Secrets of Changing to a Computer Career. http://www.inforingpress.com/
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