Click the cover to view it full size.
Content Marketing · Buyer's Guide
Executive Resume: 7 Tips for Selecting an Executive Resume Writing Firm
Once an executive decides to get help, the next question is “from whom?” This guide made sure the answer was obvious.
| Client | Executive Resume (career services, est. 1991) |
| Format | Downloadable buyer’s guide |
| Audience | Executives comparing resume writing services |
| Funnel stage | Consideration and decision |
The Brief
Help prospects who were already shopping for a resume writer choose wisely, and set the evaluation criteria in the firm’s favor. With more than 1,000 resume writing firms and about 6,000 writers in the U.S., the market was confusing and full of lookalikes.
The Approach
Create a buyer’s guide that does the research for the reader. “7 Tips” gives executives a simple checklist for evaluating any firm, while the tips themselves highlight the qualities where Executive Resume stands out. The cover line, “Your Resume is Your Best Salesperson,” ties it back to the brand’s core message.
What Makes It Work
- Market sizing on the cover (1,000+ firms, 6,000 writers) that makes the need for a guide obvious.
- Teaches the buyer how to buy, which is one of the most persuasive moves in content marketing.
- A companion to the “7 Secrets” e-book, which covers the awareness stage while this guide covers the decision.
- A bold blue and orange cover that carries the firm’s brand colors.
Set the buying criteria, and you set the outcome.