A Good Lesson About C R A P

This morning I, along with about 30 other business owners, employees, and entrepreneurs, attended a professional seminar on Branding and Marketing. I don't pretend to be an expert on either subject; I know a little about both and find this subject matter of immense interest, particularly in today's tough times.

The speaker said something, though, that has stuck like glue in my brain. Of all the things he said, there were two words that stood out and his two words were these: crap filter. Yes, you read it correctly, Crap Filter. Some people laughed when he said the words; others seemed a little shocked, or at least surprised, and some people, well, it was hard to read their reaction. Anyway, as the speaker went on to tell us more about these two particular words, as it relates to branding and marketing, he held up a large bucket. The bucket had four large letters on the front of it that spelled C R A P.

What is a crap filter, anyway? I suspect that no one really needs to give you a definition, as by now, you've probably already established your own, but just in case you haven't:

A crap filter tells you that you've already heard it. A crap filter tells you that you've already done it. A crap filter tells you that you have already tried it. A crap filter tells you that you've already seen it. A crap filter shows you more of the same. A crap filter tells you that you don't buy-in to one iota of what is being said. A crap filter tunes people out. A crap filter turns people off. A crap filter says without words...been there; done that and whatever it is you are doing, saying, being, or peddling, I don't want, don't need, not interested -- thanks, but no thanks.

My takeaway, then, from this morning's session that I will apply to the job search world is this:

* What can you do to distinguish yourself from the 1,000 other applicants that are applying for the same job you are?

* How can you create a resume that looks unlike 1,000 other resumes?

* When you speak about the product you in an interview, what words can you chose that won't sound like 1,000 other people?

* Why will Brand You be a better complement to an employer's needs than your 1,000 Brand X competitors?

* Who loves you enough to endorse you, recommend you, and testify to the extraordinary, distinctive, remarkable, and amazing brand of you?

posted by: billiesucher

Comments

[Rodney Cooley]

That is all so true. My wife keeps saying that the job search is all about self-marketing. This post fits in with that.

[Timt]

Billie:

You are right...you bring up some great questions. Your post reminds me to really think twice about my current resume and my job search campaign as a whole. Many of us focus on trying to get things right and to fit in. But maybe the secret is to really stand out and do something different.

[Bob McIntosh]

Billie:

Who was the speaker, and can he be contacted? Does he speak in the Boston area?

Bob

[jonathan]

hmmm doesn't this all feed the rise of the TV reality show and life in general where "to be noticed" people have to "be wacky" or zany or otherwise to get a chance at the job.

I totally agree that sameness sucks but being stupid just for the sake of it does too..

[billiesucher]

Rodney, timt, jonathan...good comments from all -- thanks for taking time to share your thoughts. Bob, the seminar was sponsored by Service Corps of Retired Executives (SCORE). Feel free to contact me privately if you need more info. Thanks to all!
- billiesucher