“What do you do?”

Does your answer to this question stop the conversation cold or does it take the conversation to the next level? Whether you are looking for more clients or searching for a new job, the way you answer this question is vitally important for getting the other person to talk to you.

As a small business owner who is looking for more clients, you want your answer to engage the listener so they can determine whether or not your product or service can help solve their problems.  Most of the time, however, our answers make the hearer feel like you are trying to sell them something. That will turn them off quickly!

If you are looking for a job, your answer to this question will determine whether the listener helps you uncover job leads or whether they offer you sympathy for looking for work in a time of unprecedented high unemployment. You don’t want sympathy!  What you want is a hot lead to a position that will provide satisfactory work and a good salary.

Here are a few tips for answering the question, “what do you do?” These tips will help you keep the conversation moving forward rather than stop it dead in its tracks.

1. Pepper your answer with action words. Since the question is “what do you DO?” your answer needs to be verb heavy.  Don’t give a title (“I’m as insurance sales person” “I’m an accountant”).  Right or wrong, titles place you in a box in the other person’s mind. Action words, on the other hand, will allow the listener to put themselves in the place of a person who may need your products or services. Action words will allow the other person to say, “that’s interesting. Please tell me more.”
2. Strike a familiar chord. Use language that meets the needs of your perfect client or prospective boss. We too often use the technical language of our field. That’s great if we are talking to professionals who do what we do. It’s rotten if we are trying to pique the interest of someone who needs what we have to offer. Use the language of your clients to explain what you do.  It will open many doors!
3. Focus on the problem, not the solution. Our clients all have a problem that needs to be fixed. However, most of them do not know exactly what the problem is, let alone how to fix it. If you jump to the solution too quickly you run the risk of shutting down the conversation. Remember, people don’t really care what you know until they know that you care about them. Focusing on the problem keeps you from sounding like a used care salesman.

The next time someone asks you “what you do”, I hope you will be able to keep the conversation moving forward. Work on these three tips and you will get some amazing responses!  I guarantee it!

And for those of you who wonder what I do, well . . . my job is to help you answer the “what do you do” question. I help people discover, develop and promote their personal brand so they can find more terrific clients or land the perfect job.

Yep, that’s what I do. What do YOU do?

Happy Hunting, friends!

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April is in full bloom.  The trees are budding. The flowers are blooming. Allergy season has kicked in. I LOVE this time of year! One of the things I love most about Spring is the opportunity to go through my closets and drawers and do some spring cleaning. I find it rewarding and energizing to get rid of the old and make room for the new.

If you’ve been unemployed for longer than 4 months you probably need to do some spring cleaning on your job search. The resume you wrote months ago has probably become stale. Your LinkedIn profile is probably showing some gaps that you will turn off potential employers. It’s time to revise your resume, update your LinkedIn status and get back into gear.

Recruiters are predicting a hiring tsunami sometime around Q3 or Q4 this year. Are YOU ready?  Here are 3 things you can do to spring clean your resume:

1. Add in any volunteer activities you have been doing since you wrote that resume a few months ago. You want potential employers to see that you haven’t been idle during your unemployment. Go ahed and list the duties accomplishments you’ve had while working at the Children’s museum, leading a fund raiser for your local church, or grading papers in your son’s 3rd grade classroom. (Haven’t done any volunteering?  Well guess what should be on you “To Do” list for today!)
2. Include books you have been reading into your LinkedIn Profile. LinkedIn has an app entitled “Reading List by Amazon.”  This is a great way to show potential employers you are an expert in your field.
3. Revitalize your network.  How long has it been since you talked to the people in your network who have actual jobs?  If it’s been more than a month, you need to “ping” them soon.  You want to keep your name on the top of their mind for when something opens up in their company.  Reach out to them with a pertinent article or website you have found that will help them in their business.  Let them know you are still around!

These three steps are so simple we can ALL do them today.  With the weather changing and the flowers blooming, it’s time to reinvigorate your job search.  Clean up your resume and get back in touch with your contacts.  You will be surprised with the results!

Like the article? Check out these related posts

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• 3 Different Types of Resumes You Need To Know About
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• Resume Writing Tips

A few years back Tom Peters taught us the importance of building our personal brand. Over the last couple of weeks I’ve come to realize that I learned about personal branding long before Mr. Peters ever wrote about it. I learned about personal branding from Tom Dick Harry — my dad.

He might not have been Billy Mays, or Seth Godin, or Barrack Obama, but he was definitely a unique man! In the 1970s he grew hip sideburns and a handlebar mustache. The mustache stuck and became his personal trademark until the day he died. That mustache became his personal brand.

Dad understood the power of networking.  He was always looking for ways to help people connect with each other.  He loved people and being the center of attention.  He also loved introducing his friends to each other. His strong faith led him to work hard to connect people with their God…whoever that might be. While dad was definitely a Christian, he was open to helping people find room for other understandings and interpretations of God.  One young man, raised a devout Jew, asked if he could go talk to Dick because he “had a few questions about religion that Dick would understand.”  Dad did.  He was open minded enough to know that his image of God, while strong and based upon biblical principals, was incomplete.  He was a champion “connector.”

My dad taught me to WORK HARD while I was at work, “If you don’t have anything to do, grab a broom and start sweeping. If the boss walks through and sees 2 people standing around and one sweeping, who do you think he’s going to send home?” I hated it as a kid, but I love it as an adult.  It’s not difficult for me to find work because I am willing to do almost anything that needs to be done. That’s what dad taught me to do.

Dad was a musician and an artist.  As a child, I can remember the family standing around the piano and singing boisterously while dad played the piano. His voice was strong and he always sang at the top of his lungs.  I could hear him singing even when we sat in different parts of the congregation.  I loved knowing my dad was there giving it all he had.  He was a passionate musician.

Dad also had a sense of humor with his music. He once told me that, while in college, he and his friends would gather to sing in the parlor with him at the piano. At the end of the evening he would play a series of scales and finish by playing an incomplete scale. He’d play 7 (out of notes and leave the room in darkness.  Inevitably someone would traipse downstairs to complete the scale by playing that last note.  I love it! I have instructed the musicians at his memorial service to end their postlude that way!  I wonder if anyone will notice. I wonder if anyone will complete the scale.

Dad influenced many young people in his lifetime.  He was an elementary school teacher and volunteered to work with youth in our church. People loved having him around for his vibrancy and uniqueness.  Dad taught kindergarten in the 1970s–highly unusual for that era to have a man in the classroom with young children. Dad taught the same silly songs to high school kids at camp that he sang with 5 year-olds at school.  I don’t know how many adults taught “I Wub A Wabbit” to their own kids, but I do know they learned it from dad when they were in high school. . . hand motions and all!

Dad was passionate about life and living. He almost died many times over the past 15 years, but his will to live always pulled him through.  He didn’t want to miss a party or the chance to make a new friend. He was ill for a long time, but he never wanted to let that stop him from going somewhere or being with someone he loved. He was always up for going to coffee or lunch or a movie. His love of living poured out in generosity as well. Dad never was a rich man, but he always wanted to pay for your drink or meal. If someone asked him for the shirt off his back, he would give it to him no questions asked. Of course, the shirts dad wore were usually pink or flowery or gawdy in some other way. . . perhaps that’s why people seldom asked for his shirt!

Dad encouraged me to live an authentic life, to love boldy, and to enjoy being around people. He was my number one fan, standing out in the rain at our football games in High School (I played on the C team, so he was pretty much the only person in the crowd), attending every concert. I visited dad the day before he died in the Intensive Care Unit of the hospital. I was supposed to be the guest preacher at his church that evening, and the first thing dad said was, “I’m so sorry I won’t be able to make it to support you.” He was that way for all of his children and many more who’s father wasn’t willing or able to be there.

Tomorrow we will gather to celebrate dad’s life and to bid him farewell. It will be a sad occassion, but it will also be an amazing celebration because dad loved people and life so much.  I know the church will be full to the brim with people sharing wonderful stories of how their lives have been touched by Tom Dick Harry. We will laugh and cry. We will sing from the bottom of our hearts. We will share stories and lean on each other–his friends and family. We will be together, just as he would have wanted it.

Dad was a special man with a unique personality and a distinct personal brand. Thomas Richard Harry–not just any Tom, Dick and Harry, but my dad. I’m greatful he taught me how to love life. I’m greatful he taught me how to passionately love God’s people. I’m greatful he taught me how to live my own unique, personal brand.

Thanks dad! I love you and I will miss you.

One of the most common mistakes people make when they go looking for a job is to cast the broadest net possible hoping that “something will come along.”  I hear it all the time: “What kind of work are you looking for?”  “Oh, I will do ANYTHING!”  Really?  You will do anything?  Then why aren’t you sweeping the sidewalk or washing windows for a living?  Since you are willing to do ANYTHING, maybe you should apply for this gal’s job:

It’s not just job seekers! Small business owners are quite similar to job seekers in this regard.  When asked who their perfect client is, many small business owners will say, “anyone with a checkbook”, or “I can work with anyone.”   The truth is, you can’t work with just anyone.  Business is done between people. People don’t hire companies, they hire other people who can help them accomplish their goals. Businesses don’t do business with other businesses, they work with people within the business no matter how large or small your company is.

Contemporary wisdom tells us to use a “shotgun approach” to finding a job or clients–firing off resumes or business flyers in every direction. Truth is, this approach is expensive and unproductive.  It’s one of the major sources of pain for every job seeker and every small business owner.  One thing we know to be CERTAIN is that if you aim at nothing, you are very likely to hit it.  In order to be successful, you MUST focus your market.

Here are three reasons why focusing your target is a good thing:

1. Focusing your target helps you get crystal clear about what you have to offer. What do you have to offer that nobody else does?  What makes you unique?  Focus on that and you will shine.
2. Focusing your target allows your networking partners to think of specific people to introduce you to. Networking (or word of mouth) is the most effective marketing tool around. Whether you are  looking for a job or trying to find new clients, your best shot is to empower your network.  Using the shotgun approach just confuses your network because they don’t know how to refer people to you.
3. Focusing your target will help you set goals for your marketing campaign.  If you know WHO you are looking for, you can leverage your time and energy.  Every call, every resume, every cover letter, every flyer, and every conversation moves you in the direction of your goal! When you are moving in the right direction, you can measure you progress.

Personal Brand Related Posts

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• What YOU Can Learn From Leonardo Da Vinci’s Resume

Alicia Keys understands the power of the web! On Tuesday, April 6 she took out an ad in Monster.com looking for a new head blogger. If you are a blogger, a journalist, a writer, or a social media junky you need to check this out!

Christina Warren of Mashable writes, “Make no mistake, this is a real job and not a contest. Applicants need to be qualified and they will be held to high standards. The Head Blogger search underscores the growing importance of social media in various industries — and also the power that the web has in employee recruiting.”

I find this fascinating in so many ways!

1. Alicia Keys knows that a blog will help her build and promote her personal brand.
2. Monster.com (not know for their ability to put out many REAL job opportunities) has scored some great press in this one!
3. Mainstream media has not yet picked this up, but I bet Ms. Keys has had hundreds if not thousands of responses in just a few hours.
4. Social media is quickly becoming one of the most important tools for job seekers.

What can you learn from this that will help move your job search (or your business) forward?  I’d love to hear your responses!

And don’t forget, if you live in the Portland area and are interested in beefing up your own blog for your job search or to grow your business, we are having a “4 Steps To Blogging Success” seminar on Friday, April 23. Sign up now!

Leonardo DaVinci was the ORIGINAL Renaissance Man.  Below is a copy of a  letter Leonardo sent over 600 years ago to the House of Sforza. Look closely, it’s his resume!  Modern day job seekers can learn a lot from Leonardo!

“Most illustrious Lord, having now sufficiently seen and considered the proofs of all those who count themselves master and inventors of instruments of war, and finding that their invention and use of the said instruments does not differ in any respect from those in common practice, I am emboldened without prejudice to anyone else to put myself in communication with your Excellency, in order to acquaint you with my secrets, thereafter offering myself at your pleasure effectually to demonstrate at any convenient time all those matters which are in part briefly recorded below,

1. I have plans for bridges, very light and strong and suitable for carrying very easily…
2. When a place is besieged I know how to cut off water from the trenches, and how to construct an infinite number of…scaling ladders and other instruments…
3. If because of the height of the embankment, and the strength of the place of its site, it should be impossible to reduce it by bombardment, I know methods of destroying any citadel or fortress, even if it is built on rock.
4. I have plans for making cannon, very convenient and easy of transport, with which to hurl small stones in the manner almost of hail…
5. And it is should happen that the engagement is at sea, I have plans for construction many engines most suitable for attack or defense, and ships which can resist the fire of all the heaviest cannon, and powder and smoke.
6. Also I have ways of arriving at a certain fixed spot by caverns and secret winding passages made without any noise even though it may be necessary to pass underneath…a river.
7. Also I can make covered cards, safe and unassailable, which will enter the serried ranks of the enemy with artillery, and there is no company of men at arms so great as not to be broken by it. And behind these the infantry will be able to follow quite unharmed and without any opposition.
8. Also, if need shall arise, I can make cannon, mortars and light ordnance, of very beautiful and useful shapes, quite different from those in common use.
9. Where it is not possible to employ cannon, I can supply catapults, mangonels, traps and other engines of wonderful efficacy not in general issue. In short, as the variety of circumstances shall necessitate, I can supply an infinite number of different engines of attack and defense.
10. In time of peace I believe that I can give you as complete satisfaction as anyone else in architecture, in the construction of buildings both public and private, and in conducting water from one place to another.
11. Also I can execute sculpture in marble, bronze, or clay and also painting, in which my work will stand comparison with that of anyone else whoever he may be.
12. Moreover, I would undertake the work of the bronze horse, which shall endure with immortal glory and eternal honor the auspicious memory of the Prince of your father and of the illustrious house of Sforza”

What strikes me as most impressive (and perhaps most instructive for job seekers) is the way in which Leonardo highlighted his talents to meet the needs of his potential employer(s).  Leonardo most enjoyed painting and scupting — it’s what he is MOST known for these days (think of the “Mona Lisa” and “The Last Supper.”)  However, he doesn’t mention that until # 11 in his list!  That’s because he knew Sforza was looking for someone who could provide assistance with his military and building affairs.

Did it work?  Go to Milan, Italy and you will see that Leo did indeed get the job!  What can YOU learn about your job search from Leonardo DaVinci?

Personal Brand Related Posts

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When you go through a grocery line today the bagger asks you how you want your items packed. “Paper or plastic?”  Many stores do not even offer us an option. They hand us our items bagged in plastic. There was a time when all groceries were packed into paper bags. Plastic bags were uncommon but not anymore. Today plastic bags are the norm.

Last week I stated that traditional jobs were going away. I recommended that it was time to change your career strategy and stop looking for jobs and start looking for work. The insight I want to share with you this week is that work used to be packed in paper bags but today it is being packed into plastic bags. There is work to be found but more and more companies are offering it in unconventional ways.

We are used to looking for work packed into job positions with clear cut duties. The jobs were offered in a paper bag called full-time, or permanent work. Today many employers are packaging work into plastic bags called projects, temporary work or contract work.

What is happening?  Companies are finding that they have to be flexible and nimble in order to compete in today’s market. They need to enlarge their workforce on short notice in order to produce a product or service. Once they have achieved their objectives they need to reduce their workforce rather than pay out wages to idle employees.

Think about the difference between paper bags and plastic bags.  A big paper grocery sack could hold a lot of groceries. You could pack many items neatly into one bag. The bags had a rigid shape and fairly predictable volume of room. Traditional jobs were like paper bags, sturdy and dependable.

But today employers are packing much of their work into plastic bags. Work today is much more flexible, odd shaped and comes in smaller units. Plastic bags are a better container for holding or assigning work.

Be careful that you do not overlook, ignore, or turn down work because it is being offering in “plastic” as contract work, temporary work or as a consulting assignment and not offered as “paper,” a full-time job. Plastic not paper is the new norm for work today.

So, which is it for you?  Paper or plastic?

I got a Borders gift card for Christmas and wanted to spend it as fast as I could, so last Monday I went to see what was out there. Armed with Mashable’s list of “10 Must-Read eBooks For Social Media Lovers” (http://mashable.com/2009/12/21/must-read-ebooks/), I picked up three that looked especially promising for my purposes — Crush It!: Why NOW Is the Time to Cash In on Your Passion by Gary Vaynerchuk , Reality Check: The Irreverent Guide to Outsmarting, Outmanaging, and Outmarketing Your Competition by Guy Kawasaki, and Trust Agents: Using the Web to Build Influence, Improve Reputation, and Earn Trustby Chris Brogan and Julien Smith . I vowed to give 20 minutes to each book, at the end of which time I would make a decision and cash-out. I’ll spare you the suspense. . . I chose Brogan and Smith.

I’ll explain why in a minute, but first a brief sidebar. As I started the process I sent a tweet asking my followers for their recommendation. Interestingly enough, @GuyKawasaki (or someone tweeting for him) shot back a reply, “all three!” As I said, I chose Brogan and Smith, so “sorry Guy” — but I have good reason, and the fact that you responded to my tweet puts you on top of the list for when I spend the Barnes and Noble card I got!

I am a Career Coach, Small Business Coach, and professional speaker. When I look for something to read I usually try to find something that will give me double mileage for my time, because, like you, I’m busy! I am currently doing a lot of work helping job seekers and small businesses integrate social media into their marketing strategy. My specialty is helping old people like me (I’ll be 50 this year) understand the value of Social Media basics like Twitter and Facebook. You see, my generation grew up without all of this fancy technology. My family had a black and white tv until I was in High School – ONE TV! There were 4 channels and we had to fight to watch our favorite shows. (Luckily, my favorite was everyone else’s favorite as well. Let’s just say we never missed a “Gilligan’s Island” re-run.)

Anyway, my generation wasn’t raised with computers. We didn’t have cell phones. My generation is skeptical, but we know that we need to learn how and why to use Social Media, if for no other reason than to keep up with our kids! Much of what I do in this space is to help my generation understand the strategic value and opportunities involved in Social Media for business and finding job opportunities. That’s why I chose Brogan and Smith. I’ve devoured Groundswell: Winning in a World Transformed by Social Technologies“ by Charlene Li and Josh Bernoff. I’ve drunk from the cup of professional bloggers such as Brian Clark, Darren Rowse, and Yaro Starak — I’m even a member of the “Teaching Sells” community. I have accounts at Digg.com, Technorati, and Delicious (although, admittedly. I don’t use them enough). I attend our local Wordcamp, Beer and Blog, and an ocassional SEMPdx event. I’m good friends with Joshua Waldman (affiliate link), Eric Mann (my publisher) and Pete Wright (my personal videographer) — three guys I consider to be SoMe Gurus. I’m pretty hooked on social media, but to the rest of my generation I’m a bit of an enigma. Most of us “old folks”*** are skeptical of these newfangled contraptions! I have heard on many occasions a statement that was recently made by my friend Elaine.  She said, “I don’t want everyone knowing my business.”

Well I have news for you Elaine, everyone already knows your business! Your life is an open book for all to see, all they need to do is Google your name and they can find your picture, your phone number, your home address, even the fact that you remodeled your basement to the tune of $7,500 in 2008 and took out a permit that cost you $75.00.

“Everyone already knows your business, Elaine.”

That’s the point I’m trying to make in this post. Part of my current mission is to help people raised on rotary phones and Gilligan’s Island re-runs learn the value of using social media to grow their business or find their perfect career position or simply to enhance their life. I picked up the three books mentioned above and chose the one I felt will best help me with that mission.  Vaynerchuk’s book is a great option for helping people find and live their passion.  I intend to use it in my coaching practice with job seekers, however, it didn’t quit hit the spot with my need to help my generation understand and use social media.  Kawasaki’s book (IMHO) felt like it is more aimed at the corporate enterprise than the individual. It’s got some gems, but is a little more corporate than I needed this time.  I will buy those books later, for a different purpose, just not now.  Right now, I need something that will give me the philosophical framework and language tools I need to help my generation embrace Web 2.0 and social media.  Brogan and Smith’s book does exactly that.  I think what really sold me was the little section titled: A Final Lesson: Don’t Be “That Guy” (p. 110 & following). Here’s the specific quote:

“A trust agent’s job is . . to make people feel comfortable, all the way, building deep relationships before ever asking something of others.  You should be there for THEM.”

Yep.  That’s what I need.  My generation is the generation of love, peace (and drugs).  We can understand a social media philosophy that encourages us to “be there for them.” This book is just what I need right now.

Thanks @Chrisbrogan and @julien. And sorry @guykawasaki.  Maybe next time. . .

*** [A old fella was telling his neighbor, 'I just bought a new hearing aid. It cost me four thousand dollars, but it's state of the art. It's perfect.'   'Really,' answered the neighbor. 'What kind is it?'   ' Twelve thirty.']

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You will only have about 8 seconds to get the attention of the person reading your resume.  That’s nearly impossible, UNLESS you have a clear and concise Professional Summary Statement.  Here are some tips for writing that concise Professional Summary:

1. You Professional Summary needs to be built around your own personal brand.  What do people think about when they hear your name?  What do you WANT them to think?  Tom Peters has written the classic article on ‘Brand You’ — and you can find it at Fast Company (here).
2. Keep it short — 10-15 words is best.  At MOST it should be only 2 sentences.  You want the reader to know what you can do for them — without putting you in a box. Your goal for the Professional Summary is to get them to read the rest of the resume. Period.
3. Don’t put yourself in a box — don’t use a title unless you are applying for a specific job.  Think about what you do for a company.  What kind of ROI (Return on Investment) will their organization get from hiring you?  If you say, “Accountant” they will put you in the “Accountant” box in their mind.  If you say “Save a company money by organizing key financial data” they will actually want to read on.
4. Get them to read further and make EVERYTHING on the rest of the resume point to your Professional Summary.  If you have done things in your past that don’t relate to your summary, you probably want to leave them off.  The resume should be a FOCUSED document.
5. Remember that the point of the Resume is to get an interview.  The Professional Summary should get them to read the resume, so that they will want to interview you.

With only 8 seconds to grab the attention of your potential employer, you better have a clear Professional Summary.  A good Summary will help them see that you are a person they want to learn more about. . . and ultimately that’s what it takes to get the job!

Need more?  If you want some samples of professional resume summary’s please shoot me an email – info@orcms.com

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I’m going to tell you something that will piss you off.  If you have been spending more than 30 minutes a day searching the Internet job boards, you have been wasting your time.  I know the drill. This evening your wife/husband/mother/etc is going to ask you how many jobs you applied for. You feel that if you haven’t spent time online, and you haven’t actually submitted any applications, then you haven’t applied for any jobs.  You are WRONG! If you don’t believe me, just c0unt the number of responses you got from all those job applications you submitted last week online.

So if applying online doesn’t work, what does?

Networking really does work. The reality is that less than 10% of jobs are ever listed. Anywhere.  Especially online. More than 45% of all jobs are filled by networking.  Some say the actual number is more like 80%. One of the best tools for networking is the informational interview.  Here are some tips for conducting an informational interview.

1. Don’t ask for a job. When you contact someone for an informational interview, you MUST NOT ASK FOR A JOB.  You are looking for opportunities and information.  You want to know what it is like to work at the other person’s company or industry.  You want to know what it’s like to do their job on a day-to-day basis. You want to know what needs they have that you or your network can help them with.
2. Don’t bring your resume to an informational interview. EVER.  Rule number 1 is to not ask for a job.  Bringing a resume to an informational interview tells the person with whom you are meeting tat you have lied to them.  How do you think that will go over?  Will they remember you when a job opening comes along? Will they pass your name along to their company?
3. Find out what you can do for the other person. Networking through informational interviews is about finding opportunities.  You want to ask a bunch of questions to find out what makes the other person tick? What keeps them up at night? What do they love about their job? Who do you know that can help them?
4. Ask “Who do you know that I should talk to for more information about this topic?” In sales this is called a “lead.” When possible ask for an introduction. In sales this is called a “warm lead.”
5. Ask them how they want to stay connected with you. You are not asking for a job now, but you want to get permission to come back to them later when you ARE looking for a job.  Don’t forget to ask them to connect on LinkedIn.
6. Send a thank you note. Do it that night BEFORE you go to bed!

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