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Next to writing an enthusiastic thank you note for socks received as a birthday gift, the most difficult task for many writers is creating a help wanted ad that succinctly defines the requirements of the position while encouraging only perfect candidates to apply. With the current recession, ad writers have had it all their own way. They have not been forced to hone their skills, nor have they been pushed to the same self-examination as have their resume-writing counterparts. If our leaders are correct, that prosperity is just around the corner, ad writers may soon have to contend with their own versions of the resume-writer's nightmares: the trauma of no response and the annoyance of irrelevant form-letter rebuffs with "have a nice life" closings. In a spirit of compassion for my fellow writers on the other side of the fence, I offer the following observations. I've paired some frequently used ad lines with comments which, I hope, will alert ad writers to hidden messages they may not realize they are sending.
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Word processing processor needed. Must have knowledge of [insert name, version, platform of word-processing program]. |
This is unofficially a temporary job, or the ad writer assumes you are a slow learner. The company can't afford to invest the few hours needed to get you up and running with a word-processing package unfamiliar to you. Out-of-work keypunch operators: Don't even think of applying! |
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Women and minorities urged to apply. |
I'm thinking of changing my name. At least I'll get an interview, at which time I'll apply persuasive skills learned while a member of the high school wrestling team. (I've often argued to Boston types that those of us living in Western Massachusetts are as economically disadvantaged as women and minorities elsewhere, but the usual response is that the person seems to recall having visited the Worcester area and doesn't remember it being any worse than one had a right to expect! Where again did you say Franklin County was? Never mind.) |
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Must be aggressive self-starter. |
Suggests
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Must have experience doing [insert list of tasks]. |
The challenge to go on doing what I've been doing is more than I can bear. Think I'll pass. |
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Career opportunity! |
Low pay but room to grow. (Better start that victory garden if you like to eat!) |
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Challenging position! |
Low pay but lots of hard work. (Think I'll take the Pepsi challenge!) |
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Help save the [insert appropriate subject: environment, planet, air, water, whales, etc.]. |
Low pay and good deeds -- a match made in heaven. (Could be a good long-term investment.) |
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Easy work, high pay! |
This is a scam. Hold onto your wallet! |
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Call our 800-number for free message. |
Hold onto your credit card! |
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Hard work, little pay. |
Your search is ended, Diogenes. |
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The successful candidate will possess [insert lengthy list of educational degrees, skills, expenence, etc.]. |
Low pay but impressive title (e.g., Director of...). If lucky, you'll get all the campus vacations. |
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State salary requirements. |
Ask for $17,250,000, then negotiate. Offer to split the difference with any counteroffer. |
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Beautiful employee cafeteria. |
The office is thirty miles from town. |
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Our company is a growth leader. |
Translation: "You've never heard of us, but we're growing exponentially--last year we grossed a thousand dollars; this year we expect to gross two thousand, next year four thousand...." |
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Profit sharing. |
The "if' word is profit. |
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Address response to Department J, [insert name of newspaper]. |
Dear Department J, You show me yours and I'll show you mine. Sincerely, Box 475. |
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Exotic dancers wanted. |
Longest running ad in Springfield. We're looking at a growth industry! (Or else no one can survive the old grind for more than a week.) I'm afraid that changing my name won't help. Sorry! |
Alfred Barten is an independent technical writer who relishes recessionary times because of the creative opportunities they provide. He is looking forward to better times, though, so he can craft the ad-writers' rebuttal.