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I remember reading
an elist post that a new association had been formed - at that time
Career Directors International was known as PRWRA and was in the first
day of its launch. I logged onto the website, saw there were going to be
multiple levels of certification and as I was already a certified writer
with the other association I thought to myself. Wow - that is something
I want to aspire to! Not just certified, but a certified "expert". Yes I
thought, that is absolutely for me! (I think big). I became a Chartered
Member of the association about five minutes later and signed on as
Australia's first international representative. It was that quick and
I've never regretted it!
Q. What sort of marketing have you
done to distinguish yourself against your competition? Do you leverage
the power of your CERW? What sort of things do you do?
A. I have worked really hard to
differentiate myself from my competition by screaming my qualifications
from the rooftops.
Every piece of marketing - from my
website, to my business card and email signature bears the listing of my
certification. I think a lot of it comes down to client education.
Clients typically have no clue what's good, what takes effort and what
doesn't. It is up to us to tell them, just like anyone who wants to sell
a product. The product I am selling is me. I'm selling my extraordinary
longevity in an industry littered with the remains of the fly-by-nighters,
I'm selling my credentials, my knowledge, my awards, and more. So that
is my "brand" and everything I do or say continually reinforces that
same message. Only the best of the best are experts!
Q. Do you think clients choose you
because of your CERW? What sort of things do clients say that allow you
to think that?
A. Few clients take the time to
individually research what the credentials mean, although I have, on
occasion had a client say to me "I saw that you were an expert résumé
writer and I wanted you". Most however, will be swayed by the messages I
send, stability, longevity, experience, knowledge, standing and
credentials and those people will say -- "It seemed to me when I read
your website that you were the person I wanted. You seemed to have the
credentials I am after. I wanted an expert in this field". So regardless
of whether a client says to me "I wanted a Certified Expert Resume
Writer, or whether he says "I want you to write for me because I'm
confident of your abilities, I know that he has been impressed by the
consistency and power of the message I send.
Q. It is often hard to tell where our
marketing and advertising money goes in real terms, but bottom line -
would you consider that your CERW has contributed to business growth?
Elevation of your reputation?
A. I would say all of those things. I am
convinced beyond any doubt that my CERW has strengthened my reputation
in the eyes of my clients.
The vast majority of the people I deal
with, understand quality. They are used to the concept of value for
money and they surround themselves in their personal and business lives
with people who can help them with how they are perceived. My clients
understand it is good to be good, and great to be better. They value the
same drive and ambition in others that they do in themselves. By
promoting my expertise with my CERW, I am able to command increasingly
higher prices and I am in the enviable position of being able to choose
who I want to work with.
Additionally, the CERW has most certainly
elevated my reputation in the industry amongst my peers.
Q. Why would you suggest other members
submit a portfolio for CERW against any other available certification?
A. Anyone who has aspirations to command
more dollars and is keen to build on his or her expertise should simply
bite the bullet and do it. Some associations only have one credential --
that's not for me! My business branding is all about striving for
excellence.
I don't want to get into comparing
certifications across the different associations but let's just say that
my preference is to apply the "Goldilocks" philosophy. Some are too time
consuming and expensive, some don't exist, and others are "Just Right"!
I'd place the CERW in the "Just Right" Category!
Interview with Barb Poole, Hire Imaging
Q. What made you want to become a CERW?
A. As a charter member and regional
representative for the original organization known as the Professional
Resume Writers and Research Association (PRWRA), I have been with the
association through its transformation, including a new identity (Career
Directors International (CDI) that today reflects its diverse and
talented membership. Along the way, back in the early stages, CDI (then
still PRWRA) had the vision to implement an innovative multi-tiered
credentialing program for writers. "Brilliant," I thought at the
time-still do!
I cannot imagine anything more
detrimental to my clients or my reputation than if I were to sit back on
my laurels with a smug, "know-it-all" mindset. The CERW credential
requirements challenge my expertise, and demand that I "earn" this place
of esteem-the realm of "expert." Most importantly, because the craft of
resume writing is fluid and interconnected with technology, legal and
other ever-evolving factors, the renewal component allows me to stay on
the cutting edge of the industry.
Q. What sort of marketing have you
done to distinguish yourself against your competition? Do you leverage
the power of your CERW? What sort of things do you do?
A. Marketing is ongoing and
multi-dimensional. My website proudly bears the CERW logo and the
phrase, Certified Expert Resume Writer. My business card, brochures,
PowerPoints, and other marketing materials all claim my CERW
certification. The CERW certification is a part of my identity, second
only to my name! Just as I write for my clients to present themselves as
a valuable "product," I too am selling myself as a "product" to
potential buyers / clients. I constantly market my CERW credential
beyond its being a feature. It translates to having earned status as an
expert-one of the best in the world. THAT translates to a real find for
the client-value, benefit and return on investment
Q. Do you think clients choose you
because of your CERW? What sort of things do clients say that allow you
to think that?
A. The CERW credential, coupled with my
ongoing communication of its value, absolutely has made the difference
in clients choosing me over other writers (by their own testimony).
Potential clients may not come to my website because of the CERW
credential, but once they get there, they are often influenced by the
"expert" factor. It's ongoing. I get the chance to educate people daily
on the CERW difference. I'm often asked about the "alphabet soup"
letters behind my name in my email signature or on my marketing pieces;
people want to know what the letters mean and why they make a
difference. When CERW comes up, many times I have heard these inquirers
mutter phrases similar to, "Oh, so you're a certified expert . . .
that's who I need."
Q. It is often hard to tell where our
marketing and advertising money goes in real terms, but bottom line -
would you consider that your CERW has contributed to business growth?
Elevation of your reputation?
A. I would answer with an unequivocal
yes!
I have no doubt that my CERW credential
has raised my reputation with clients and contributed to my company's
growth and bottom line. The CERW backs up the message I want to
send-that I offer a blend of longevity and staying power built upon
writing talent and cutting-edge industry knowledge-all of which are
tested through the CERW designation process. I've gotten to a point
where I can be selective in choosing the type of clients I want to work
with. There's a sort of "radar" connection. My typical client today
recognizes and values the services of an "expert" writer-and is willing
to make the financial investment to reap the benefits of my expertise. I
also think that my CERW credential-translated to industry and client
commitment-enhances my reputation with colleagues in the career
industry.
Q. Why would you suggest other members
submit a portfolio for CERW against any other available certification?
A. I'm a stickler for pushing the
envelope. As soon as I get comfortable, I know it's time to learn
something new, test what I think I already know, see if it's still
worthwhile. I do hold other certifications, and do not see any point to
making it a contest. The CERW is a real deal in the financial investment
it requires (VERY affordable) versus the ROI-reputation as an "expert"
branding (rare), plus a programming component that holds me continually
accountable to show I've earned this reputation. The CERW keeps me on my
toes. My clients and I benefit. It's worth attaining for that reason
alone.
Interview with Beverley Neil, d'Scriptive Words
Q. What made you want to become a CERW?
A. A number of reasons really - I felt
the extra accreditation would position me more strongly as a
'professional', also because I wanted to stretch myself and either
affirm that my work was hitting the mark and if not find out how it
could be improved from the feedback given. And then there was the vanity
aspect that I liked the idea there were only two others in Australia and
I wanted to be the third.
Q. What sort of marketing have you
done to distinguish yourself against your competition? Do you leverage
the power of your CERW? What sort of things do you do?
A. I don't actually regard other resume
writers as my 'competition' as I believe there is more than enough work
to go around and the more good writers the better. So I suppose you
could say I have leveraged my accreditations for my own standing i.e.
when my press release was taken up and I was inundated with work for
several weeks resulting from the feature article, and of course this has
had a measure of flow on effect.
I also use it to educate the general
public that there are industry standards and accountability and
standards of excellence and that they should know more about the
background and expertise of the person who is preparing such a life
critical document.
Q. Do you think clients choose you
because of your CERW? What sort of things do clients say that allow you
to think that?
A. Once again this answer has a number of
aspects. Because many of my resumes are from referral, from individuals
who may even have seen my work, they tend to be pre qualified and I am
not sure how many are aware of my qualifications. Discussions don't head
that way.
Then there are others who come to me
because they have heard about me via the groups I belong to where, due
to the accreditations and TORI wins, I have become know as the 'group
resident expert', showing how both increased qualifications and the
prestige of the awards can affect your standing and business.
I have also found since starting my
resume writers course that the accreditations have given me exceptional
credibility and professional standing, as well as a way of affirming
that I am who and what I say I am as browsers can then link back to CDI
for confirmation. When you're working solely on the web and via email,
having credentials and affirmations from an industry leader such as CDI
is really important.
Q. It is often hard to tell where our
marketing and advertising money goes in real terms, but bottom line -
would you consider that your CERW has contributed to business growth?
Elevation of your reputation?
A. Yes, it has contributed to business
growth. I had the boost from the news article as mentioned, and through
a training organisation who contacted me asking to refer their students
to me when they heard about the accreditation.
Additionally, it has also elevated my
reputation among my client base. Sounds funny to say but whenever I
announce an accreditation or a nomination or award to my client base I
get quite a good response which actually seems to glow with pride for me
and I know that many tell their friends and workmates. I always relate
on a very personal level with clients and there is quite a number who
feel we have 'become friends' by the end of the process despite only
working through emails.
Q. Why would you suggest other members
submit a portfolio for CERW against any other available certification?
A. I really can't comment on other
certifications as I have not looked into them, but I would definitely
recommend moving onto the next level for anyone who has attained their
CARW as to have two related certifications actually has ten times the
whammy of one.
Benefits are in how you are perceived by
clients who know about the accreditations, in how much extra you are
able to charge because of your perceived extra worth and, so important,
in your own level of self-esteem and confidence.
Interview with Barbara Safani, Career Solvers
Q. What made you want to become a CERW?
A. I wanted to challenge myself and see
if my writing was up to the standards of the committee. I also believed
that achieving the certification would help me garner more attention
from prospects.
Q. What sort of marketing have you
done to distinguish yourself against your competition? Do you leverage
the power of your CERW? What sort of things do you do?
A. I distinguish myself by displaying the
logo on my site and the certification in my office, and by letting
prospects know that I am one of just a handful of professionals
worldwide that has earned this rigorous certification.
Q. Do you think clients choose you
because of your CERW? What sort of things do clients say that allow you
to think that?
A. The CERW is the first logo I display
on my site's "About Us" page because it is the highest level of
certification I have obtained. Since it is listed first, I am frequently
asked about it and its competitive value in the careers industry.
Q. It is often hard to tell where our
marketing and advertising money goes in real terms, but bottom line -
would you consider that your CERW has contributed to business growth?
Elevation of your reputation?
A. Yes, the certification has helped me
gain credibility with members of the industry and my client base.
Q. Why would you suggest other members
submit a portfolio for CERW against any other available certification?
A. I think that
if you already have a general resume certification, the CERW is a
logical next step. The CERW proves your commitment to your craft and
your ability to take on more complex writing projects. It instills trust
in your prospects and is a contributing factor in closing the deal.
Interview with Annemarie Cross, Advanced Employment Concepts
Q. What made you want to
become a CERW?
A.
As a
career professional I have often seen stagnant skills and knowledge
become a factor that can derail a person's career. When working with
clients, I encourage them to continue expanding their knowledge,
skills and relevance within the workplace through attending ongoing
learning and development opportunities.
With
that in mind, I believe that it is important for me to model what I
advocate ('practice what I preach' in other words), so I
continuously look for opportunities that will support me in
enhancing my knowledge and skills within the industry.
I confirm this to my existing and potential clients
where I state on my website: "We take your career seriously as we do
our own, so continually attend workshops/seminars and undertake
certifications to remain current with cutting-edge information and
industry standards."
This was the reason that motivated me to secure my
CERW designation AND what prompts me to continue participating in
ongoing professional development opportunities.
Q. What sort of marketing have you done to
distinguish yourself against your competition? Do you leverage the
power of your CERW? What sort of things do you do?
A. Ongoing
professional development, certifications, awards, and article
writing are all tools that I use in my marketing strategies which
allow me to portray my level of expertise to potential clients. Many
of my colleagues and friends are also highly qualified and
experienced resume writing professionals and I do not consider them
competition, but rather a group with whom I can share resources,
refer clients when busy and have a general email 'chit chat' for
some welcomed networking and social interaction.
Q. Do you think clients choose you because of
your CERW? What sort of things do clients say that allow you to
think that?
A. I believe
it is a combination of my CERW and the professional
development/training I complete each year to remain current with
standards and industry innovations that are contributing factors
prompting potential clients to make their decision to partner with
our company in their career marketing and development needs.
Q. Why would you suggest other members submit
a portfolio for CERW against any other available certification?
A. To achieve
the CERW echelon not only positions you as a true 'EXPERT' to your
potential clients, but also enables you join an elite group of
resume writing professionals across the globe who are writing at a
level that outshines all other certifications. As career
professionals, I think this is something that we should all aspire
to!
Interview with Jill Kelly, Career Edge
Q. What made you want to become a CERW?
A.
Definitely my industry peers! From watching many of those who I
regard as the really successful writers in the industry it was
clear that most had gone that step further and gained
accreditation as a CERW. I knew it would take a little bit of
effort but the worthwhile things always do!
Q. What sort of marketing have you done to
distinguish yourself against your competition? Do you leverage
the power of your CERW? What sort of things do you do?
A. I am an
absolute marketing nut. Every email, my business cards, all my
articles and any other work document I send out have my
credentials and awards on it. I consider it all an important
part of establishing my credibility and personal branding.
Q. Do you think clients choose you
because of your CERW? What sort of things do clients say that
allow you to think that?
A. Most of
my clients are only too aware that there can be a wide variation
of quality in the resume writing marketplace. When they are
shopping around they are looking for confirmation that their
hard earned investment will result in a quality product. I
actively use my credentials, pricing and awards to do this and
to build their perception of me as a credible writer.
Q. Why would you suggest other members
submit a portfolio for CERW against any other available
certification?
A. My
greatest business mentor (who also happened to be my Dad) told
me ‘if you stand still in business you’ll fail!’ To succeed you
need to keep driving to stay ahead of the pack, to extend
yourself and to differentiate yourself from all the others in
your field. To me the CERW was a great tool for this. It pitches
you as an “expert” in your field, pushes you to grow as a writer
and surrounds you with peers all working towards the same
goals.
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