Understanding Competitive Advantage
Being aware of your skills and qualifications is one thing. Understanding your competitive advantage a different thing.
Read on and let me elaborate how.
This week, I started reading a book by David Ogilvy – founder of one of the world’s top advertising agencies – Ogilvy & Mather.
Advertising fascinates me. It’s a massive driver of consumer consumption. These ad-men are incredible masters of mixing data and psychology to persuade the consumer in deftly creative ways. When done right, it’s a joy to observe.
Personally though, I’d never want to work in the advertising industry. I don’t see a point in using my talents to help Nestle sell more breakfast cereal. It’s not something I’d reminisce about with glee when lying on my death bed. Don’t get me wrong though, I love my morning Koko Krunch. It’s the taste I grew up with.
I’m digressing.
In his book, David Ogilvy spoke a lot about distilling product advantages – understanding what makes your product better than the competition. And then getting the best copywriters to sell that message in as few words as possible. (Of course, you’ll also have to add in a jingle and some fancy font styling to make the message stick).
What is Competitive Advantage?
To the consumer, it’s branding. To the business strategist, it’s unique selling point. To me, it’s competitive advantage.
Take David Beckham for example, he’s widely heralded as the “free kick specialist”. If you were a goalkeeper, you’d shudder every time he lined up a free kick 30 yards from your goal. He’s scored so many from that position.
Adidas, his sponsor, recognise Beckham’s competitive advantage. And they remind you of it when selling their predator range of boots.
That’s his brand, his one unique competitive advantage. Beckham knows it. Adidas knows it. And boy do they milk it.
Time and time again, you’ll see that people who know their competitive advantage thrive in their chosen field of work.
So, it makes perfect sense for job seekers to play to their competitive advantages, yes?
And yet, so many don’t. Here’s an example.
How do We identify Competitive Advantage?
We’ve got a client working with a colleague of mine. Let’s call him Nigel. (not his real name)
Nigel was previously a Project Manager (PM) with over 10 years of experience in the optics field. Now that he’s job searching, he’s applying for all sorts of Project Manager (PM) positions across multiple industries including logistics and IT.
He’s not getting any responses.
I’m not surprised.
When applying to generic PM roles, Nigel is one of many applicants who while are capable, aren’t a perfect fit. (as we’ve shown before, there are way too many applicants for jobs these days). Why would you want to waste time competing for a job in the Logistics industry when you have no experience? The hiring manger has dozens of other applicants, many of whom have more relevant qualifications. I guarantee you, he won’t call you for an interview.
But when Nigel applies to PM roles within the optics industry, he’ll stand out like a diamond.
So few people have the industry expertise he has. I’ve got almost no doubt he’ll get interview call ups to every optics related position he applies to. Furthermore, his expertise will also allow him to negotiate a far higher salary. He’s a rare commodity!
What we do for our clients isn’t rocket science. It’s actually really easy (for me at least).
We study each individual profile, identify what their competitive advantage is, decide (with the client) on the kinds of jobs to target, and then produce job application documents which:
- Bring out the best in the client
- Emphasise their competitive advantage
- Tailored to job ads where their competitive advantage is sought after
The strategy is super simple. I couldn’t understand why job seekers weren’t doing it themselves. You should always position yourself for the maximum potential advantage.
This advantage is why I joined the amazing team here at ResumeWriter.SG years back.
I saw my competitive advantage in understanding psychology and recruitment mechanisms, and instead of competing with other head-hunters like me in a crowded field, I elected to leave the professional recruitment industry and go after an underserved market.
Over the last 6 years, my team and I have used our competitive advantage to dominate the CV writing market here in Australia. It’s a small market, but we’re #1. (man, it feels so good to say that!)
We get the lion’s share of the profits and I get to work less hours whilst earn a higher salary than before.
I’ve enjoying myself because I’ve found, and acted upon, my competitive advantage.
So, what’s your competitive advantage?
Will your resume win you job interviews?
Let our team of HR Experts take a look at your CV and give you tips on how to attract hiring managers..
We’ll email you to get your CV
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How Long Does The Process Take?
You’ll receive a 1st Draft within 3 working days of your phone interview. If you need a CV urgently, you can order our express delivery option (subject to availability). You’ll then receive the 1st Draft within 1 working day of the phone interview.
Once you have the 1st Draft, you’ll have 10 working days of unlimited revisions. Depending on your needs, you can finalise your documents anytime during that window.
What Happens After I Pay?
You’ll receive a short email requesting your current resume documents, and answers to a few basic background questions. One of our Resume Writing Consultants, specialised in your field, will then email you to schedule a phone interview. If you’re overseas, we’ll make an international call to a number of your choosing.
Who Will Be Writing My Resume?
A Resume Writer specialised in your field will be assigned to your case. Your Writer will have a deep understanding of your industry, and will be able to identify key strengths to highlight and job search strategies to follow.
How Many Drafts Can I Have?
We allow unlimited revisions for up to 10 working days. During this period you can email your Resume Consultant as many times as you need, and discuss any edits and updates you feel necessary. The unlimited resume revisions period starts on the day you receive your 1st Draft.
What Does The CV Writing Package Include?
The Resume Package includes a phone interview and consultation with your Specialist Resume Writer, unlimited email interaction with them, as well as unlimited revisions and drafts for up to 10 working days. The unlimited resume revisions period starts on the day you receive your 1st Draft.
Do I Need A Cover Letter?
Some job advertisements require the candidate to submit a Cover Letter. For job ads that don’t require one, you can typically still submit an optional Cover Letter. We strongly recommend submitting a Cover Letter whenever possible, as they give your application a ‘voice’ and help you stand out from the crowd.
What Format Will My Resume Be In?
The Finalised Resume will be delivered in Microsoft Word format, and you will be able to edit it yourself for future use. All of our CV templates are ATS (Applicant Tracking Solution) optimised to get past automated CV scanners and screeners.
I’m A Returning Customer
If our team have previously written your CV, you are eligible for our Returning Customer discounted CV Update package. This is available in the following options:
- CV Update Only
- CV Update + Linkedin Only
- CV Update + Cover Letter Only
- CV Update + Linkedin + Cover Letter
*Please note, these CV Update options are only available for returning customers.
Can You Help Me With A Career Switch?
Absolutely. We’ve had hundreds of clients come to us looking for a new resume to aid in a career switch. During the phone interview with your Resume Writing Consultant, they’ll outline a strategy to best highlight your key skills and experience, and help you make the transition to your new career.
Will My Case Be Kept Confidential?
100%. All data is strictly confidential, and we have strict internal controls on document access.
What Is The LinkedIn Update?
When you add a LinkedIn Update to your Resume Package, your Specialist Resume Writer will refresh your LinkedIn Profile to ensure that it showcases your strengths and abilities, and is highly visible to recruiters in your target role. They’ll craft your career story, and target your profile’s content to match the most-used keywords in your industry, putting your profile at the top of LinkedIn search results.
How Does The 90-Day Guarantee Work?
If you’re not delighted with the service we provide for you, simply email us and we’ll refund your entire payment. If we don’t deliver value, you shouldn’t have to pay. *All refund requests must be made within 90 days of payment.
Can I See Some Samples Of Your Work?
Of course! We’re very proud of our work. Click Here to see some of the resumes we’ve written.
What If I Don’t Have A CV?
Not a problem. Simply order the CV writing package that matches your years’ of experience and we’ll write a winning resume from scratch, just for you.
Do You Offer Discounts?
No. We pride ourselves on charging our customers fairly and consistently. Everyone gets the same fair deal.
Can I Buy A CV Package For Someone Else?
Yes! Our CV Packages make for thoughtful gifts, that can have a real impact on someone’s life.
Can I refer someone to ResumeWriter?
Absolutely! Our exclusive Client Referral Programme rewards you and your friend when your referral buys a CV package from us! *Kindly note that this programme is for ResumeWriter Clients only.
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