Yesterday I spent some time online looking for a consultant. I went to one of those websites where freelancers advertise their services and began to search the profiles.
Each consultant has a headline and about 25 words to make users want to click through and learn more. (This is very similar to what recruiters see when they log on to Monster.com and other online resume databases.)
I looked for 15 minutes and didn't see one headline that made me want to learn more. Not ONE! Think about that.
I have a need for help and I have money to spend and yet no one used that small introduction to show me what they could do for me. Almost all the users had introductions that focused on their experience - things like "25 years experience working with F500 companies" or "expertise in branding, positioning, messaging and advertising." They all blended into one because they all focused on experience rather than on my needs. (The only exception were the people who didn't even bother with an introduction - just posted their name as though that would be enough!)
I'm not even sure what I was looking for, although I would have known it had I see it. Perhaps something like "I help small businesses increase sales by an average of 20% through a proven step-by-step process" or "Are you looking for a marketing consultant who really listens?" Something that acknowledged that MY needs were what mattered to me, not their pedigree.
Of course, experience is important and I would have reviewed that before choosing a consultant, but it wasn't what I was looking for right upfront.
I tell you this because this is exactly what happens when a recruiter logs on to any online database. He or she has a problem or a need and they are looking for a solution. Make sure that your introduction clearly shows that you understand that problem and can solve it. You'll see an exponential increase in responses if you do.
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