I love reading relationship advice on Reddit. Users on there ask some pretty interesting questions, and are very honest in their answers. They’re also mostly delusional. Check out this really interesting post I came across a little while ago:(Provided by author.)
Tons of guys say things like “I’m smart, nice, I make good money, etc but I still can’t get dates!!” Notice the subtext here.
In other words, they’re saying that all the FACTS are on their side! On paper, these guys are awesome. They did everything they were “supposed” to do. They’ve got everything going for them. How could anyone turn them down?
When we apply for jobs, most of us obsess over our resume, cover letter or online portfolio. We think that if we just use the right words, if we just emphasize the right skills in the right way, then we’ll get noticed.
We focus on the facts. We try to highlight our skills and positive qualities about ourselves. This is why so many of us end up not knowing where we went wrong if we get rejected. We thought we did everything we were “supposed” to do. We had all the skills.
We knew we could do a good job. Maybe we even hired a “resume writer” to format the whole thing perfectly. We had all the facts on our side.
But if that’s the game you’re playing, you’ve already lost.
We get vague rejection emails like “Your experience is impressive, but we’re not going to move forward with your candidacy at this time.” What the hell does that even mean?! That’s the worst part of all — we pretty much never get honest feedback!
And what do we do afterwards? We put even more time into crafting our resume and cover letter or online portfolio, thinking that’s the “magic bullet.”
The truth is, when you’re selling a product in a competitive market, you need more than just a list of nice features — you need to build trust.
The principle of market sophistication
In his classic marketing book Breakthrough Advertising, Eugene Schwartz outlines a concept called market sophistication. The basic idea is that as markets become more and more competitive, companies’ marketing strategies need to become more and more sophisticated.
Look at this old Apple ad, for example.First Apple Ad in the 1970s.(Provided by author.)
The marketing here was not very sophisticated. It didn’t need to be. There weren’t a lot of computers being sold when Apple first launched. So all they needed to include in their marketing was a list of very basic features (like how much memory it has, etc).