Click the cover to open the full PDF.
Content Marketing · Lead-Gen E-Book
Executive Resume: 7 Secrets of Response-Generating Executive Resumes
Executives spend their careers selling products. This e-book asked them to start selling the most important product of all: themselves.
| Client | Executive Resume (career services, est. 1991) |
| Format | 19-page downloadable e-book |
| Audience | Senior professionals and executives in a job search |
| Year | 2015 |
The Brief
Generate qualified leads for an executive resume writing firm. The audience was capable, busy, and skeptical: senior leaders who felt they should be able to write their own resume and were reluctant to pay for help.
The Approach
Meet executives on their own turf with a business metaphor they already understand. The e-book frames the job search as a product launch called “PROJECT: YOU,” complete with a marketing plan, a value proposition, and ROI. Chapters walk through committing the time, beating applicant tracking systems (“Rage Against the Machines”), catching a recruiter’s eye, and what the pros know.
What Makes It Work
- Respects the do-it-yourselfer and makes the case for professional help without talking down.
- A “give us 10 minutes, save days or weeks” promise that sets a clear value exchange.
- Personality in the chapter titles, which keeps a practical guide from feeling like homework.
- A natural handoff to the firm’s services at the end of the journey.
Speak your audience’s professional language, and your message lands twice as hard.