Creating self-promotion tools

There are two main types of promotional tools that are used in networking. The first is a cover letter and résumé, and the second is a short “infomercial”.

Techniques for writing an effective cover letter and résumé are discussed in another set of modules. Once you have prepared your cover letter and résumé, you will have one of your primary promotional tools.

The other tool is a short networking “infomercial”. A networking "infomercial" may be delivered over the telephone, in person, or as a short note/email. In constructing your “infomercial”, you need to think about your goal in making a particular contact. Are you trying to obtain information on possible employment opportunities, find out about potential employers, or seek feedback on your résumé?

Even if you plan to speak your “infomercial,” you should write it out, practise speaking it, review and re-write it and practise it until expressing yourself comes easily and is convincing.

Below is an example of a networking "infomercial" for use over the telephone:

Hello, Ms Doe? My name is John Client. I am a recent graduate from La Trobe University and I want to enter the publishing field as a copy editor. My major is in English literature and I feel confident that I have many of the skills that are valued in this type of work. I have strong design skills, including familiarity with a range of desktop publishing software.

Ms Doe, I’m calling you because I still need more information about entering the publishing field with an Arts degree. I’m hoping that you have time to sit down with me for about half an hour to discuss how attractive my résumé might be to a publishing house. I am certainly not adverse to undertaking additional education, but I am eager to begin work and I hope to acquire some good on-the-job training.

Would you be willing to talk with me? I would greatly appreciate it. I’m available most mornings, if that’s convenient for you.

If the goal of your “infomercial” is more general - perhaps to let your “friends” know that you are looking for work - you could put it in a letter.

So, what should you put in your “infomercial” letter? You need to be specific about what you are looking for. If you are too vague, your friends won't know how to help.

Even if you want to keep your options open, try to give some indication of the qualities you are looking for in a job. Do your best to keep the tone of your letter warm, interesting, enthusiastic and short!

Below is an example of a written networking "infomercial":

Plenty Road
Bundoora VIC 3083

December 5, 2004

Ms Jane Doe
Kingsbury Drive
Bundoora VIC 3086

Dear Jane,
I hope you are well. It has been strange to think of you working while I've been having a coffee at Slices! I would just like to let you know that I am due to finish my Bachelor of … in November. Consequently, I've put a current résumé together in order to start marketing myself for entering the "real world"!

I am really keen to find employment as an …, with a small company, so that I can have the opportunity to do all sorts of tasks, rather than specialise in just one area at this stage. I would like to stay in Melbourne but I would relocate to Sydney or to the Gippsland area, if need be.

If you hear about any opportunities through your work or through friends, please could you pass on my résumé, or alternatively, give me their names so that I can make direct contact!

Any assistance that you can give me at this stage would be really appreciated.

Best wishes,

John Client.
Attachment: Résumé

The checklist below is a good guide for constructing a written “infomercial” regarding your job search.

• Establish rapport. Rebuild old fences. Make your readers feel good. "I have missed you. Uni hasn't been the same without you in the back row of the ELTs!"
• Explain the situation. "I finished my course in November and have decided not to go on to do Honours. I really want to get some experience in the workforce before doing any more study."
• Tell them what you want. "I want to work in a small company where I can take on a lot of responsibility, and where I will get a wide range of experience."
• Ask for advice and ideas. "Would you mind looking at my résumé and letter and giving me some honest opinions? Please call me. Or jot some notes and fax it back. Would you be able to suggest someone at XXX and Co. that I could talk to about this type of work?"
• End with a warm and enthusiastic close. Enthusiasm is catching. It's much easier to help someone with a positive attitude.