Leaving Marquette University with a BA in Journalism, and Northwestern with a Masters in Advertising, I spent a several years as a copywriter/creative supervisor at two of Chicago’s largest ad agencies, before taking a 16-year journey through the world of consumer and B2B marketing and sales management for five different companies in three different industries. For the last 28 years, I’ve provided turnkey marketing program and collateral material development to small and medium-sized entrepreneurial companies through my consultancy, The Marketing Department.
Reverse the Order
Rather than presenting one’s credentials in traditional sales presentation order; i.e., FAB - Features followed by Advantages followed by Benefits, switch the information flow 180 degrees to BAF:
Benefits; what the employer will gain by hiring you
Advantages; what’s distinguished in your skills, talents and experience that makes it possible for you to deliver the Benefits
Features; the specifics of your career that are the source of your Advantages.
The most effective part of any presentation is the return on investment analysis. Your Benefits statement is the description of the return you’ll deliver. Don’t make the employer read through your entire resume before finding out what that is.