At the very core of great marketing lies a simple truth:
Focus on the one thing that resonates most with your customers and build your campaign around it. Rinse and repeat. Then do it again.
Out of the thousands of possible messages, this message should be the one that connects with them on the deepest emotional level.
If you find their “button” and keep pressing it, your messages will stick. Possibly for ever.
Permit me a random digression, but for me, “a finger of fudge is just enough to give your kids a treat” consumer slogan is one that has lived longest in the memory for me. You know, the British advert with the little boy playing conkers. Google it.
The fudge (chocolate bar) was a reward for good behaviour when I was a young child, and whenever I feel like giving myself a little pat on the back these days, somehow eating a fudge brings back those warm and pleasant memories. It is, indeed, just enough.
Sticky marketing works, and that goes for personal marketing too.
If you say the right thing to the right person (maybe in a few different ways), they will remember you for the right reasons. For longer than you think.
Now, you might consider that a job search is so immediate that being remembered isn’t important, but when you are competing with other candidates who have different (and maybe even objectively better) skills to offer an employer, you have to make sure that your core message will resonate with them - from the moment that they read your CV for the first time to the moment when they are deciding what salary to offer you.
A strong and sticky core message that underpins your value proposition will provide your new “fans” with a memorable reason around which they can build their case for employing you.
Hiring decisions are not made in isolation and those involved will likely have to justify why they are specifically selecting you.
If your core message is unambiguously strong (and sticky), they will find it easily to justify paying you a little more than they would like, they will look forward to your first day, and they will remain your advocates for those tricky initial months as you settle in.
There is an interesting school of thought that the recruitment process does not end when you sign your employment contract. So many people never quite settle in their new jobs, so there is great value in seeking to subtly influence your new colleagues in a similar way.
If your message worked for your boss, it will probably work for them. Show them how you can make a difference to them and take every opportunity to demonstrate it in practice.
If you do this, you will not only survive those first few months; you will thrive.