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The Marketing Mix in Your Attorney Resume
Your resume is essentially an advertisement for you as a candidate, and for lack of options, it also needs to serve as a holistic marketing instrument. While outright false claims (common to commodity advertisements) are inappropriate for a resume, creative crafting of claims is not, provided they remain within limits of safety. Like any advertisement, the true purpose of a resume is to ''grab the attention'' of the viewer and ''urge him to make a purchase decision,'' i.e., compel him or her to buy into your claims and fire the recruiter's interest sufficiently to generate an interview call.

What is the marketing mix?

Though this has become general knowledge in many fields, it is possible that a law graduate may not be aware of what is meant by a ''marketing mix,'' and a little explanation can help you to grasp and apply the concept.

A marketing mix is an effective marketing strategy created by a proportionate mix of the four P's or four principal elements of marketing – Product, Price, Place, and Promotion. Any successful marketing strategy will include a mix of the four P's tailored to suit the demands of the target market.

How does the marketing mix relate to your resume?

When you send any job application including a cover letter and a resume, the ''product'' you are trying to market is yourself as a candidate. The ''product'' needs to have the qualities to satisfy the requirements of the consumer. This is basic, and your resume needs to mention the qualifications and qualities that the recruiter is looking for in a candidate. True, the ''product'' speaks better than any advertisement, but that happens only after purchase and use, and in your case that opportunity comes progressively at the interview and upon actual employment.

There are many ''products'' that have similar qualities and claim to meet the requirements of consumers. There are innumerable brands in the market of soaps, detergents, music players, and any and every consumer commodity that you can think of. There is nothing in the market that does not face competition, however, the marketing mix is used to differentiate one product from another and establish its sale. Recruiters also face a similar situation in deciding between candidates, most of whom seem to possess similar qualities and qualifications and claim to fit the bill. It is the marketing mix of the candidate that helps to differentiate him or her from other competitors and result in a positive decision of acceptance.

The differentiation, of course, starts at the ''product'' level and qualifications, qualities, accomplishments and work experience help to set you apart from others. However, this alone is insufficient, and the rest of the marketing mix needs to be present in suitable proportions.

After ''product'' the most important ‘P' of the marketing mix is ''price.'' Essentially, in the case of a job applicant, this is the expected salary. A proper resume would consider all angles of ''price'' marketing including discounts, offers, and bargains. ''Salary negotiable'' both on part of the employer, as well as a candidate, just means ''we are open to bargaining'' in the language of marketing. Hitting the correct note with the ''price'' element is the most important task, provided the ''product'' is marketable. Every candidate is concerned on creating and putting down salary expectations due to conflicting concerns. On one hand, there is the concern of asking beyond the recruiter's budget and losing the job, and on the other hand there is fear of selling one's self short. Proper pricing is extremely essential in a job application, and requires research of current salaries in similar positions in the same employment district, and in offices of employers of similar stature. Pricing without market research is a recipe for failure, and you should not express salary expectations without researching the matter.

Bargaining, increases flexibility of the price element, and ''salary negotiable'' is the best cue. Discounts are of course there on either promotional events or stock clearance. Candidates who were in a better earning position, but ready to step down due to current circumstances are in the position of providing discounts. It is the same with new graduates who are ready to accept salaries below their expectation, either to further their career (promotion) or survive (stock clearance).

However, underlining the fact of the ''discount'' is necessary in an offer letter or job application, for recruiters are suspicious of candidates stepping below their station, as they fear such candidates will leave as soon as better opportunities arrive on the horizon and will be hard to convert into an asset of the company. Good thing to remember is that recruiters would not be interested in the ''stock clearance'' element but will always accept the ''promotional'' element of a discount. So, stressing the fact that the kind of experience you expect in the firm would be helpful for your personal career in your opinion is better to state that you have four kids and need a job whatever be the salary.

The ''Place'' element is of course the location of the employer, and you should take care to mention that either you live in the same locality within commutable distance, or that you are ready for translocation. The ''Promotion'' part is something that hardly requires definition. The entire recruitment process is about promoting yourself through job applications, resumes, and interviews. Packaging is a most important part of promotion and the look of your resume, its structure, and the style of your communications are part of the packaging. However, the most important part of promotion comes in the interview, where how you dress, pose, and communicate determines how well you are able to promote yourself and set yourself apart from other competitors as the potential winning candidate.


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