A few years ago I was asked to develop a promotional campaign for a motivational lecture — “Women, Beauty and Image” — that focused on promoting a positive and healthy image and sense of self among young women. In the process I was blessed to learn about different approaches to “enticing” an audience. Sometimes a crowded billboard or pamphlet is just way to noisy/busy for the viewer. Giving your audience “white space” — the time to think and process what you’re presenting — is more important and effective.
That year I scrapped the image-laden covers of our promotional materials and we selected one image, one bold “signature” color, and followed a minimalist philosophy which, we felt, lent an air of elegance and quiet dignity to the event. It was perfect — exactly the message we had meant to put out there — and reached a much larger, more vibrant audience than we had originally drawn in with our earlier “history of women and beauty” timeline theme.
Allowing for “white space” is a tactic that allows your audience the luxury of thinking and processing your message, of formulating questions, which fosters communication. The feedback from the group in attendance was phenomenal. We not only had a constant stream of inquiries about the event, but we also had a packed house and several months of follow-up discussions and workshops. The results were staggeringly positive!
It’s just another example of the Aristotelian ethos-logos-pathos connection… the importance of not only having an organized goal, but presenting it in such a way that reaches your audience. The gimmick of creating a historical timeline and integrating it into the literature for the event was just too overwhelming for the audience we were trying to attract. It’s important to know your audience….
Why am I mentioning this to you today? I’m in the process of reviewing resumes. Several very “noisy” (overcrowded) CVs and cover letters cross my path. It’s important to know what to include in your resume and what to leave out — what is helpful and necessary to the reader (and makes you stand out as exceptional for a particular job), and what will turn them off and make them add your CV to the ever-expanding “discard” pile.
Know the importance of “white space” and proper vocabulary (central terms and buzz words needed to secure the recruiter’s attention) when it comes to marketing yourself!
Feel free to write for more information or to start up a chat on this topic.
Also check out “www.Jobvite.com” for helpful tips on professional networking through social venues!