Issue 413 | August 25, 2022

"One small crack does not mean you are broken, it means that you were put to the test and you didn't fall apart." - Linda Poindexter, @PoindexterLinda on Twitter

A few years after the Great Recession I was at a business expo hosting a booth for my career coaching and resume writing business. A woman stopped by to say that she’d really love to have me help her with her resume, but she couldn't afford it.

We started talking and I asked her what type of work she was targeting. She was in pharmaceutical sales. She said she had recently had a few job offers, but they weren’t lucrative enough to take the job.

She’d been out of work for nearly two years!

There are times when holding out for that dream job works and there are times when you might be getting in your own way. Had she tried to negotiate? How far off were we talking about? Had she researched to understand the current market rates?


We can do the same damage to our business when we price and sell our services. During times when the economy is contracting and people are laid off, we might think it would help to lower our prices.

The challenge with doing this is then we only raise prices a certain amount at a time, and it can take a long time to get back to where we were. But if we don’t adjust our prices, we might not have the client volume we need to pay our bills.

What’s the answer?

One of the most common errors I see when people are putting together their service offerings is that they don’t have an offer suite or that their offer suite doesn’t offer a variety of price points that allow buyers to come in at different levels – enabling a more stable business flow.

What does the entry point to work with you look like? How can people get an idea of what working with you would look like before they make a significant investment? How much of your time does this “try before you buy” take?

When you create an offer suite it isn’t just about accessibility and scaffolding. The success of your offer also depends on how well it is connected to what people want (not necessarily what you know they need). Are you using their language to speak about your services? Are you speaking to their pain and not your process?

As we move into the busy season for most career services providers, I hope these questions are helpful as you perfect your offers!

Marie Zimenoff
CEO, Career Thought Leaders

P.S. If you’d like to rework your career service offerings and get ready to roll out something your prospects are sure to love all in one 90-minute workshop, join us to Create Your Irresistible Offer today.

Create Your Irresistible Offer

Interactive Workshop Moved to August 25

Learn More & Register

2023 Professional Development Symposium

Early Adopter Registration & 6-Pay Plan Ends Tomorrow!

Learn More & Register


        • Create Your Irresistible Offer on August 25
        • CTL Associate News & Opportunities


        • Social Hiring: Move Over LinkedIn
        • Hiring Trends: Hiring Refugees
        • Layoffs: These US Companies Cut Jobs
        • Workplace Trends: 42 Jobs Didn’t Exist for Boomers
        • Business: Marketing Small Business for Free
        • Branding: Stop the Spin


                  CTL & RWA Events

                      • Trend Tuesday Live
                      • Create Your Irresistible Offer
                      • Academy Certified Resume Writer
                      • Certified Digital Branding Strategist

                      Partner Events

                        • Asperger’s/Autism Employment Coach Certification

                                  Help spread the word. Share this with a colleague who is passionate about being up to date on all things career!

                                  Did you miss an issue of Career Trends Happy Hour?
                                  Read all past editions online!

                                  August 25 | Create & Sell Your Irresistible Offer

                                  Many of our prospective clients are watching their expenses and being more cautious about making large purchases. But make no mistake, they are still investing where they believe it to be necessary.

                                  So how do we quickly help them understand if and how we can solve critical issues they face in their life or career? How do we craft and offer that meets their needs with a compelling outcome they can't wait to achieve?

                                  Join this hands-on session where you'll walk away with a COMPLETED offer suite that solves your customers' top problems. Learn how to collect customer and prospect intelligence to inform your offer, how to create an offer suite that offers different entry points for all types of buyers, and how to sell and upsell in an authentic, service-oriented approach.

                                  We'll cover: 

                                  • How to get clear on the type of service offer suite you want to create that gives you energy to continue serving clients
                                  • How to gather feedback from prospects in every conversation that will continually improve your offers
                                  • How to research trending questions from your ideal prospects to make sure your offers and marketing language hit the target every time
                                  • How to determine the offer suite that solves customer problems at different price points, keeping your community of clients growing in any economy
                                  • How to sell each offer while feeling confident and committed, but not attached to closing any sales
                                  • What works and what doesn't work...this is a *hands-on* session where you'll do research, sketch out your offer suite, determine pricing, and review sales scripts we'll provide so you can be ready to improve your sales calls that day!

                                  Registration includes the live session, recording, scripts, resources, and handout so you can view it whenever you wish as often as you wish!

                                    Learn More & Register

                                    August 26 | 2023 Symposium Early Adopter & 6-Pay Registration Ends

                                    Join us for 3 days of career rejuvenation through connecting, learning, and an exceptional location... one of the only private beaches in San Diego! 

                                    Our speaker lineup will include thought leaders from the careers industry and outside of the industry to bring you the resources you need to refresh your approach and the inspiration you need to renew your energy. 

                                    Who attends the Career Thought Leaders Professional Development Symposium? Career and leadership coaches, career services staff, professional resume writers, personal branding strategists, military transition staff, and like-minded professionals who guide others in advancing their careers.

                                    The CTL leadership team is known for putting together a leading-edge curriculum for all our events, and the annual professional development symposium always brings the best minds together for you to learn from.

                                    We will be announcing some of the speakers tomorrow in a special email, and you can check out the lineup from the 2022 event here to see what types of topics are generally covered out our annual in-person event.

                                    Will it be recorded or simulcasted? Not this event... 

                                    While we do extensive virtual training throughout the year (for 15+ years running), we also know the power of focus that comes with attending a live, in-person event. 

                                    That is why we are so excited to bring this back as an exclusive, interactive learning event.

                                    Learn More & Register

                                    CTL COMMUNITY NEWS & OPPORTUNITIES

                                    CTL Associates, be sure to check the Associates area of the website for details on the following opportunities:

                                    • Make sure you’ve joined the new Mighty Networks community where you’ll access the recordings of past calls and see opportunities for referrals, publication, and more!

                                    Want to get in on these opportunities? Join as a CTL Associate today!

                                    Be on the Lookout: Watch for emails from CTL with invitations for various writing, coaching, media, and publishing opportunities. Emails go out to all CTL Associates several times each month, so be sure to check them out!

                                    VISIT OUR SHOP

                                    Check out our products exclusively for career services professionals on topics like business development, resume- and profile-writing, coaching, and more!

                                    Which one is your favorite? Reply and let me know!

                                    If you share these on your social media, feel free to tag us and we'll help you start the conversation with your network. We're @CareerTL or @workwithpurpose on Twitter and you can tag me (Marie Zimenoff) or Career Thought Leaders on LinkedIn!

                                    Social Hiring: Move Over LinkedIn: TikTok and Instagram Are the Hot Hiring Tools for Gen Z Talent (Glossy)

                                    Hiring managers are getting savvier at meeting talent where it’s at. For hiring managers looking to hire Gen Z, this means using tools beyond LinkedIn. This article shares why it’s happening and a bit about how recruiters are using these tools. If you want a process to help job seekers use any of these tools in their job search, check out our Social Media for Job Search Strategist course... this trend is exactly why we created this course in 2021.

                                    Read More

                                    Workforce Trends: 50% of Employers Expect Job Cuts, Survey Finds (CNBC)

                                    A new PwC survey is making headlines as companies plan for an overall reduction in headcount in the next year. What can you share with your clients to help them prepare? Listen in on Monday’s Career Confidante Radio at a new time (2 pm ET) for tips from Lori Jazvac and myself.

                                    Read More

                                    Leadership: 14 Ways Leaders Can Communicate Shifting Priorities Without Losing Trust (Forbes)

                                    If you work with leaders, they are likely struggling to manage change within their organization and the uncertainty looming that will inevitably create more of it. This article shares tips from coaches on how they can be more effective despite these changes.

                                    Read More

                                    Create Your Irresistible Offer

                                    Craft a career services offer suite that meets your clients’ needs, entices your ideal customer, and enables profitability in your business in any economy.

                                    TODAY August 25 at 5 pm ET!

                                    Career Trends: Looking Forward to 2023 Career Industry Trends (CTL Video)

                                    What’s coming up in 2023 that career services providers need to be aware of? Listen in as I share what the CTL Advisory Board is seeing as the new and next for 2023 and what it means for career services providers.

                                    Watch Now

                                    Labor Trends: Here’s Where the US Labor Market Stands Halfway Through 2022 (Business Insider)

                                    Graphics in this article share the ups and downs of the labor market in the US this year. What will these trends mean for your clients? This related bonus article talks about what leaders can do to help remote workers be more productive.

                                    Read More

                                    Career Management: New LinkedIn Features Help Recruiters Improve DE&I Efforts (SHRM)

                                    LinkedIn has indicated it will be releasing new features within LinkedIn Recruiter to improve diversity hiring. This article also outlines some of the existing LinkedIn Learning resources available to hiring teams to guide their DE&I learning journey.

                                    Read More

                                    CTL & RWA EVENTS

                                    August 25, 2022 | 4:00PM-5:30PM US ET
                                    Create & Sell Your Irresistible Offer 
                                    Join this hands-on session where you'll walk away with a completed offer suite that solves your customers' top problems. Learn how to collect customer and prospect intelligence to inform your offer, how to craft an offer suite that provides entry points for all types of buyers, and how to sell and upsell in an authentic, service-oriented approach. Learn more and register.

                                    August 23, 2022 | 4:00PM-4:30PM US ET
                                    Trend Tuesday Live
                                    Join us Live every Tuesday at 4 pm ET to talk about the latest trends in career services, leadership development, and all things career. We’ll be sharing some of the insights from the latest trends white paper based on our annual Career Jam event. You’ll also get updated on the very latest in the industry and trends in job search, LinkedIn, branding, resume writing, coaching, business development, and more. RSVP to get weekly reminders.

                                    September 7, 2022 | 2:00PM-3:30PM US ET
                                    Academy Certified Resume Writer Course
                                    Increase your confidence, help candidates stand out, open doors to opportunities for yourself, and make more money! The Resume Writing Academy comprehensive resume writing training and certification program is celebrating its 34th class of teaching strategy, modern formatting in Word, and much more through training and personalized feedback! The program includes 5 classes, personalized feedback on 5 writing assignments, and the opportunity to join a community of elite writers (no renewal or membership required!). Learn more and register.

                                    October 6, 2022 | 3:00PM-4:30PM US ET
                                    Digital Branding Strategist Certification
                                    This innovative certification gives you everything you need to coach your client in creating and executing a digital branding strategy to expand their thought-leadership, build and nurture their network, and do their job better. The result: your clients gain competitive advantage and increase their influence and confidence. They expand their brand community. They increase their performance and reach their goals. Learn more and register today.

                                    PARTNER EVENTS

                                    Oct 13-Dec 8, 2022 | 4:00PM-5:30PM US ET
                                    Asperger’s/Autism Employment Coach Certification Fall 2022
                                    This comprehensive, 8-week program features weekly, live sessions over the Internet, plus a 6-week supervised practicum. It is approved for 21 Global Career Development Facilitator (GCDF) credits. You will learn how to coach adults with Asperger’s Syndrome and similar autism spectrum profiles to choose the right job or career, find employment, and stay hired. The program combines instruction, mentoring and weekly assignments with personalized feedback. A variety of spectrum profiles are presented, along with tools and techniques to address communication, executive function and sensory processing difficulties. Group size is limited! Visit the Forward Motion Coaching Web site for details and to request an application. Learn more and register today.

                                    Marie Zimenoff

                                    CAREER THOUGHT LEADERS | RESUME WRITING ACADEMY
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