Beverley East, Contributor

To help you move your career forward, we have been covering issues related to self-marketing. This is because it is so important in today's world for you to be your own ad agency - a sure way to move your career to the next level.

Potential employers generally like to see results in your communication to them. The following will most likely attract immediate attention:

Increased sales: This is the most obvious route to better profits, so it's a hot button to push with most companies.

Decreased costs: How have you saved a company money. This is another direct path to better profits.

Special expertise: These are skills that the company may need and which indirectly contribute to increased profits.

The first two results call for you to state your accomplishments and problem-solving ability. The third one calls for you to illustrate your special skills through accomplishments that reflect your value in a more indirect way. For example: Design a new sales brochure.

General guidelines

Here are the eight general guidelines that apply to most self-marketing and introductory letters:

Sell your accomplishments and relevant experience.

If possible, go back five to 10 years.

Limit your letter to not more than two pages.

Omit personal dates.

Omit salary.

Omit references.

Omit employment dates.

Include your résumé only when it has been requested

and you feel it would be unwise not to comply.

The reason a résumé should not be included with your letter is simply that something in it may be misinterpreted and you could be eliminated from consideration before getting the interview.

Sometimes, we get careless and this can cost us an interview -or even a job. If you incorrectly spell an executive's name or use an incorrect title, you've unwittingly told the person something about yourself that is not favourable.

It's easy to confirm the spelling of a person's name or his/her accurate title. Just pick up the phone and call the company. In most cases, the receptionist will be more than happy to give you that information.

Do your research

Another common bit of carelessness, or should I say laziness, is to engage a potential employer in a conversation by phone or in person without having researched the company beforehand. Inevitably, you'll reveal your ignorance of the company, leaving the interviewer to wonder why you'd want to work for a company you know nothing about.

You can do most of your research online from the comfort of your own home. So, there's no excuse. Back in my day, many moons ago, I had to trot down to my local library.

Because correspondence serves as your first introduction to a prospective employer, it must be presented with a professional image. This is why the colour and quality of the paper you choose are important. I cannot emphasis enough that you do not use photo copy paper for your résumé.

Next week, we well address the 'thank you letter' that is so often forgotten, but equally as important.

Thank you for your support, interest and participation. Please note that I am back to The Sunday Gleaner Career page every week. I welcome your emails at writefully_yours@hotmail.com