M: You’ve said before that your techniques are just as effective in interviews. Tell me about that.
A: Well this friend got the interview… he rang me the day before and told me that the interviewers were really looking forward to meeting him… that they were impressed with the application and had never seen anything like it before. So obviously we had to work out how to handle the interview… that is the next part of the equation and Job Secrets Revealed covers that too.
M: So your techniques can be used in interviews too? Is that what you’re saying?
A: Absolutely… and I can give you a really simple analogy that ties all this together and graphically demonstrates where I’m coming from… would that be helpful?
M: Ahuh.
A: OK… this analogy is a bit worn out but it sets everything up perfectly… When a customer goes to a hardware store to buy a drill, what does he really want?
M: Yes. I’ve heard this one. what he really wants is the hole…. the end result, as it were.
A: RIGHT… but most people would say they want a QUALITY drill… or one with a lot of features or the best value for money… the fact is the customer wants a HOLE… all we have to do is find out about the HOLE and we can then give him the perfect drill for the job… and it might be the cheapest nastiest drill will do the job. Taking it further, the more you can find out what he is going to do with the drill the more a hardware salesman can sell him other products, for example picture hooks or framing wire or putty to cover the mistakes… and here’s the key, those extras become really beneficial to the buyer.
Take this analogy over to the job market and to a whole new way of looking at things. So basically my book shows people how they have been looking down the wrong end of the telescope when it comes to applying for work.
M: Wrong end of the telescope?
A: Sure… they have the RIGHT tools but they’re using them the wrong way. Instead of seeing the BIG PICTURE, they look down the wrong end of the telescope and see a hopelessly small picture. They see an employer looking for an employee and that is the smallest picture I could imagine.
M: Hmmm… I’m on the verge of understanding how this applies to me and my search for a new job.. but I’m not quite there yet…
A: What’s missing?
M: Well the drill metaphor kind of makes sense – talk about this a bit more as to how it applies to job applications.
A: OK… what is an employer REALLY looking for? An employee?
M: Ok, I’m not falling for that… NO… so they want a benefit or a result right? But the benefits or results must vary from business to business.
A: Right, and they do vary – but all businesses have one thing in common… they want to make money. And they attempt to do this by using one or all of these things… more customers, higher unit of sale, more repeat customers, lower overheads and costs or some other competitive advantage. Probably the last thing they want is an employee. The employee is simply the DRILL that does the job… and you know where most applicants drop the ball?
M: Tell me.
A: They think the employer wants an employee so their applications talk about the applicant. You know, they say things like “I did this”, “I have that”, “I am this.” Most applicants are hopeless when it comes to telling an employer what they will do for THEM.
An employer is only interested in what you can do for THEM… the more clearly you can articulate that and the more you can overcome their fears and apprehensions about you the faster you will get the job and become the answer to the employers prayers… so to speak 
M: OK I’m starting to see the big picture now… going back to your drill metaphor for just a second – you’re saying that the more an applicant can talk about what the employer wants (the hole) instead of talking about themselves (the drill) – the more likely they’ll get the job!
by Acland Brierty
Acland’s book, Job Secrets Revealed includes many before and after examples of applications and cover letters showing how readers have taken their me-too applications and made them instantly more exciting. You’ll be able to copy from them and use their phrasing when you have the book!
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