By Chip Hartman

Empowering Today's Professionals, Editor-in-Chief

Sept. 6, 2010

As more and more professionals discover the value of running their careers as a business,the need for high-impact personal branding becomes a necessity, not a luxury.

The judicious use of taglines can be a powerful tool for helping ME, Inc. professionals announce their unique value to the business world.

Good things come in small packages. This is especially true of taglines, those often-overlooked word groups strategically placed near corporate logos to announce the unique value and benefits of a brand. As such, taglines have what Eric Swartz (The “Tagline Guru”) calls “marquee value.”

Taglines have been around ever since businesses started using advertising to generate sales. Over the years, some have actually become quite memorable, e.g., Morton Salt (“When It Rains, It Pours”), Hallmark Cards (“When You Care Enough to Send the Very Best”), and American Express (“Don’t Leave Home Without It”).

In the world of marketing, branding and advertising, taglines often get a bad rap. That’s because development of a “winning” tagline is an unusually daunting task; it must convey the essence of a brand in a powerful, concise way without being vague, pretentious, or overly trendy. Copywriters often spend long, tedious hours developing the perfect tagline.

And while the graphics team can misfire on a precise shade of lavender for a brand’s logo and still deliver powerful visual appeal, copywriters have no comparable margin of error. They either nail the one, indisputable winning tagline to the thunderous ovation of a wildly approving crowd — or give it a quiet, nondescript burial. Mediocre taglines — and even some better-than-average ones — never see the light of day.

OK, now for the twist.

Most of us have been conditioned to associate taglines with products or services provided by companies to keep their brands resonating in the minds of clients and would-be customers. But a growing number of professionals — especially those in transition — are latching on to the 21st century paradigm of managing their careers as a business. As CEOs of their own “ME, Inc.” enterprise, they become responsible for all functions carried out by actual CEOs (e.g., R & D, Sales & Marketing, Public Relations, Finance, Legal, etc.) and that, in turn, means they must be just as well-branded as any other viable commodity in the marketplace.

[Note: For those who have adopted this model, described fully in the new book “Win The Race for 21st Century Jobs” (by Rod Colón and Chip Hartman, etp press, © 2010), the primary reason this must be done is because the actual product of a ME, Inc. business is the business-owner himself/herself.]

Is it far-fetched to think of an individual branding herself with a clever and succinct tagline? Not at all. Most ME, Inc. business owners can benefit greatly by creating a genuinely memorable tagline following their names — electronically and in print — everywhere it appears. If the tagline successfully captures the individual’s unique “value added component”, then the consistent use of this phrase becomes a mantra that reinforces the promise in an exceptionally powerful and innovative way.


It’s easy to write about an idea such as “ME, Inc. taglines” or “vanity taglines” but it’s a totally different task to develop a sufficient number of plausible examples to illustrate the message.

The list below presents the concept of personalized taglines. If you understand the basic idea, find a copywriter to help you craft your message to achieve realistic brand quality. Since the examples below are for illustrative purposes only, they should be regarded only as branding fiction, not standards of excellence in tagline development.

GRAPHIC ARTIST (possible taglines might be …)

· Graphically agile, creatively nimble

· Formidable imagery … unbeatable value

· A full spectrum of ideas and solutions

· We visually translate your most complex thoughts.

· We remove the need to airbrush your bottom line!

TAX ACCOUNTANT (possible taglines might be …)

· In taxing times, count on us.

· Find an error in our calculations and we’ll pay your fee!

· We axe the tax so you can relax.

· Think Positive. Think Refund.

FORENSIC SCIENTIST (possible taglines might be …)

· We will unravel evidence of underperforming personnel

· Our solutions are the chalk outlines around your biggest problems

· We’d appreciate your fingerprints, signature, and DNA on a contract

DENTAL HYGIENIST (possible taglines might be …)

· Invest in your smile … call us today!

· Your gentle dental health engineers

· Enjoy life: Get the crud out of your mouth!

· Your frontline defense against Toxic Mouth Syndrome

INVESTMENT MANAGER (possible taglines might be …)

· Think of us as your money’s personal day care center.

· Our idea of fun is dollar-cost-averaging the night away

· Our portfolio of ideas will expand your portfolio of investments

WEB DEVELOPER (possible taglines might be …)

· You need a web site. We need a contract. Let’s talk.

· We eat, breathe, and dream HTML 24 by 7

· We build web sites to die for … although it’s quite unnecessary to do so.

· ROI-driven, business-savvy, technical artistry. But enough about me …


While the idea of a personalized tagline may sound like a great idea, you’d be well advised to discuss your ideas and examples with a branding professional before making the commitment to publish. If you fail to capture the unique essence of your ME, Inc. business in a catchy, concise and high-impact way, you could easily be headed for a large-scale branding disaster.

The reason for this should now be apparent: There is a veritable obstacle course of language and semantic pitfalls just waiting to sabotage your best efforts in devising that perfect personal tagline. The fact that the tagline must speak for you when you are unable to do so makes it all the more risky. Whatever you do, be sure to consult with a branding expert who also has a masterful grasp of language to increase your chances for success.


As a ME, Inc. business owner, you have an obligation to brand yourself, recognizing that if you fail to do so, others will inevitably do it for you — and their perceptions may fall far short of yours.

You say you’re an aspiring event planner but haven’t been able to land the position of your dreams? If you’re signing your name as “Very truly yours, Mary Smith”, you’ve completed the basics of closing out your letter but you’ve missed a terrific opportunity to distinguish yourself from the other 829,000 individuals going after the same position.

By contrast, what if your closing went something like this: “Very truly yours, Mary Smith, Inc. : Event Planners to Make All Your Moments Memorable” — do you think that might garner some extra attention? Or maybe just a little curiosity to find out more?

Let’s put it this way: In an era marked by an ever-increasing need to stand apart boldly from your competition, the wisely-developed and judiciously selected personal tagline can clearly promote your CEO of ME, Inc. business. As the global marketplace becomes larger and more complex each day, it’s vital for the survival of your business to stake out every possible opportunity to differentiate yourself from the masses.

A personalized tagline may be just the answer.


1. Colón, Rod, Win The Race for 21st Century Jobs, etp press, © 2010

2. Cone, Steve, Powerlines: Words That Sell Brands, Grip Fans, & Sometimes Change History, Bloomberg Press, © 2008

3. Swartz, Eric, The Tagline Guru (personal research of his published work on taglines and telephone interview)

4. Swartz, Eric, The Tagline Guru (web site: www.taglineguru.com)

5. Trout, Jack, Differentiate or Die – Survival in Our Era of Killer Competition, John Wiley & Sons, © 2000


Chip Hartman is an online marketing and branding specialist based in Montville , NJ . He is the owner of MeridiaSystems.com, LLC, a visual communications company that has distinguished itself with its unique emphasis on the tight integration of powerful writing, web technology, and graphic design (www.meridiasystems.com). Chip is the Editor-in-Chief of Empowering Today’s Professionals and can be reached at chip@meridiasystems.com.

Chip Hartman

Powerful – Polished – Professional

MeridiaSystems.com, LLC




The RELEVANT Style Resume Format

David Anderson’s “Relevant” style resume format engages the resume reviewer quickly in the area of need – technical skills. David shows his experience with KSM Associates first because it is his strongest work experience in technology rather than listing his resume in the standard reverse chronological or functional style formats.

The “Relevant” style resume is a creative approach to resume writing. It allows the candidate to engage the resume reviewer immediately by sharing pertinent work experience rather than the weaker functional format. David than provides the resume reviewer with a full reverse chronological experience listing, making sure no deception was intended.

The typical resume reviewer will evaluate the resume looking for the recent work experience and make a quick judgment if the candidate has the required skills - What have you done over the past few years and is it relevant. The “Relevant” style clearly puts the onus on the reviewer to make a decision based on looking at relevant experience first rather than reviewing irrelevant experience first.

The “Relevant” style resume, a different way to market and empower the professional.

Rod Colón, Career Coach, Professional Speaker & Author

CEO & Director of Career Management

Empowering Today’s Professionals

Running the Business of "ME"




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Maintaining Your Network

by Keith Ferrazzi
Never Eat Alone

One way I’ve found to make maintaining my network of contacts, colleagues, and friends easier is to create a rating system for the network that corresponds to how often I reach out. First, I divide my network into five general categories: Under “Personal,” I include my good friends and social acquaintances. Because I’m generally in contact with these people organically, I don’t include them on a contact list. The relationship is established, and when we talk, it’s as if we’d been in touch every day. “Customers” and “Prospects” are self-explanatory. “Important Business Associates” is reserved for people I’m actively involved with professionally. I’m either doing business with them currently or hoping to do business with them. This is the mission-critical category. Under “Aspirational Contacts,” I list people I’d like to get to know, or I’ve met briefly (which is anyone from your boss’s boss to a worthy celebrity) and would like to establish a better relationship with.

Rod Colón

Career Coach, Professional Speaker & Author

Empowering Today’s Professionals

Running the Business of "ME"



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By Rod Colon

I have 26 years of experience as a corporate HR management insider, outside agency recruiter, professional networker, adjunct professor/lecturer on career management and career coach with an unusual but common sense approach to networking and career management. In addition, I have in-depth knowledge of international staffing, recruiting and networking which gives me the ability to both coach and consult with today’s professionals and with executives around the world.

Obviously, I’ve seen the job search challenge from both sides of the interviewer’s desk. Along the way, I’ve seen many people struggle with the job search and interview process. As a result, I’ve discovered some of the more obscure pitfalls which trap people when they seek new jobs.

This discovery convinced me to devote my life to helping as many people as possible avoid these traps. I also wanted individuals to experience a much higher success rate in landing the jobs and managing their careers. Because I knew I had a gift for teaching, training, and coaching, I decided to leave the corporate world and pursue my one true passion: the development of an organization committed to networking and helping people in transition. And I didn't want to help these people merely get close to their next job — I wanted to help them nail it down and develop a long-term strategy to career management!

I started Empowering Today’s Professionals in 2004, at first just to eliminate the tedium of repeating nearly identical coaching and networking training to a long line of individuals. As the organization sprouted roots through e-mail exchanges, I made the decision to move to a virtual community style forum to exchange documents, questions, and job search issues and then supplemented that with a weekly Sunday evening conference call. In the beginning, there were just a handful of attendees. Today, our membership is global and growing steadily.

The foundation of our community service organization is to educate each individual (student or professional) to manage their career as a business. Each individual will promote himself or herself to the position of CEO of ME, Inc. and make a conscious decision to run their career as a business. I have seen personally how transforming one’s career to the CEO of ME, Inc. has powerful impact to individuals globally. It is - the priceless reward of what we do.

Empowering Today’s Professionals is here to support the business owner within you.

Best wishes for a wonderful Labor Day weekend and keep networking alive,

Rod Colón, Career Coach, Professional Speaker & Author

CEO & Director of Career Management

Empowering Today’s Professionals

Running the Business of "ME"




Connect with me on:





Seven Truths about Change to Lead By and Live By

By Rosabeth Moss Kanter

I call these the Change Agent Bumper Stickers. Here are seven universal sayings that can comfort and guide anyone engaged in the effort of setting a new direction, orchestrating innovation, establishing a culture, or changing behavior.

"Change is a threat when done to me, but an opportunity when done by me." I coined this truth in my book The Change Masters, which compared innovation-friendly and innovation-stifling corporate cultures, and then saw it in operation in personal relationships, too. Resistance is always greatest when change is inflicted on people without their involvement, making the change effort feel oppressive or constraining. If it is possible to tie change to things people already want, and give them a chance to act on their own goals and aspirations, then it is met with more enthusiasm and commitment. In fact, they then seek innovation on their own.

"A journey of a thousand miles starts with a single step." Big goals can seem overwhelming. The magnitude of the problem, the difficulty of the solutions, the length of the time horizon, and the number of action items can make change feel so complex that people feel paralyzed, and nothing happens. This saying from China's Chairman Mao is a reminder to get moving. Do something, get started, take the first steps however small they seem, and the journey is underway.

"If you don't know where you're going, any road will take you there." A clear destination is necessary to guide the journey of change. Many change efforts falter because of confusion over exactly where everyone is expected to arrive. In the children's book, Alice in Wonderland, Alice, who is confused anyway, asks the Cheshire cat which road she should take. The magical cat responds with this helpful reminder to pin down your goal first. Zoom in on the destination on your mental map, and then zoom out to pick the best path.

"Change a campaign, not a decision." How many people make vows to improve their diet and exercise, then feel so good about the decision that they reward themselves with ice cream and sit down to read a book? CEOs and senior executives make pronouncements about change all the time, and then launch programs that get ignored. To change behavior requires a campaign, with constant communication, tools and materials, milestones, reminders, and rewards.

"When you come to a fork in the road, take it." Baseball legend Yogi Berra was known for oddball sayings that contain gems. There is an aspect of change that involves trial and error. Fear of mistakes can sometimes leave paths unexplored. It's important to seize unexpected opportunities. Some sidelines are dead ends, but others might prove to be faster routes to the goals.

"Everything can look like a failure in the middle." I've observed this so often that I call it Kanter's Law. There are numerous roadblocks, obstacles, and surprises on the journey to change, and each one tempts us to give up. Give up prematurely, and the change effort is automatically a failure. Find a way around the obstacles, perhaps by making some tweaks in the plan, and keep going. Persistence and perseverance are essential to successful innovation and change.

"Be the change you seek to make in the world." Leaders must embody the values and principles they want other people to adopt. This famous Gandhi quote reminds us all — executives with associates, political leaders with followers, or parents with children — that one of the most important tasks is personal: to be a role model, exemplifying the best of what the change is all about.

Copyright © 2010 Harvard Business School Publishing. All rights reserved. Harvard Business Publishing is an affiliate of Harvard Business School .

Best Regards,
Daniel Arbeeny
Phone: (917) 597-2006

Buy Win the Race for 21st Century Jobs by Rod Colon

Chapter 1
Welcome to the ETP Network
The ETP Network (Empowering Today’s Professionals) was established specifically to help individuals in transition find jobs. Find out the how’s, who’s, what’s and why’s of this amazing organization and its Founder and CEO, Mr. Rod Colón.

Chapter 2
The Machinery: Build, Track and Maintain Your Network
The modern day job search is built on the machinery of networking. If you’re new to networking, this chapter gives you the basics, beginning with the art of small talk all the way up to the development of a warm, trusted network.

Chapter 3
The Mentality: Run Your Career as a Business
Once you start the network machinery running, the next step is training yourself to think of your job search as a business with you as its CEO. All of the decisions affecting your job search begin and end with you and you will learn the fine art of taking responsibility for them.

Chapter 4
The Magnet: Your Value Proposition
As you begin to identify opportunities that look like a good fit for you, you’ll learn how to develop a solid value proposition (the job description, a “targeted resume” and a special cover letter called a “T-Letter”). This is the magnet that will attract employers to you.

Chapter 5
The Methodology: The 7-Step Job Search Methodology
The centerpiece of my Job Search System is a precisely-engineered 7-Step Job Search Methodology. You will locate perfectly matched opportunities, find and leverage advocates within the company using polished networking skills, and submit your value proposition

Chapter 6
The Hidden Job Market
Many individuals who are looking for jobs are unaware that there is a Hidden Job Market! The Hidden Job Market consists of positions that have not been advertised and positions that don’t yet exist undefined because the employer has not yet realized the need for the position!

Chapter 7
The Interview and Negotiations
Discover the secrets that will make you shine during an interview. Yes, there is significant preparation; but this list of tips has been assembled from years of experience as a hiring manager. These are the tips and techniques that provide the inside track to effective interviews.

Chapter 8
Once You’ve Landed
The time to put new energy into your networking activities is when you're offered a new position. Ironically, this is exactly when many people abandon their networks only to discover their mistake later when they need help and their networks have withered.

Chapter 9
Putting It All Together and Troubleshooting
Networking, the CEO of ME, Inc., the Value Proposition, and the 7-Step Job Search Methodology: You learned them as separate pieces; now it’s time to put them all together so that the whole program makes sense. This is where we’ll do some extensive troubleshooting, too.

Chapter 10
Social Networking: Be A Part Of It!
The explosion of social media and social networking web sites like LinkedIn, Twitter and Facebook demands that those in the race for 21st century jobs remain well-connected. Networking makes my system work; social networking sites are places to make new connections

Chapter 11
The Awesome Power of Attitude and Behavior
If there is any true obstacle to overcome in learning my Job Search Methodology, it’s the battle that must be fought in your own mind to embrace and adopt all its components. Getting your attitude and behavior “in line” is the key step in helping you to win the race.

Chapter 12
Break Away From The Pack
Everyone has unique talents and abilities, but not everyone knows how to draw them out and leverage them for success in the business world. In Chapter 12, you’ll discover how you can differentiate yourself from the competition and break away from the pack. Most importantly, you’ll get a sense of just where the “finish line” in the race for 21st century jobs really is!
Beyond ME, Inc.Just when you thought the story was over there’s a whole new beginning undefined and it’s got “business success” written all over it! After establishing yourself as a winner in the race for 21st century jobs, find out what it takes to leverage your victory into profitable business ventures.

News from CPCC Institute for Entrepreneurship----Free Seminars

Networking a Tool for Success SBX 7888-501
Networking is more than just a social hobby. It's all about who you know and how you utilize those relationships. Effective networking is a skill that is developed by practice and can be a very rewarding tool for your business.

Date: Thursday, October 7
Time: 6:30 - 8:30 pm
Location: Central Campus

So You're Thinking About Exporting SBX 7881-501

Are you currently selling only in the United States? Then you are only reaching about five percent of the world's population. Find out how to tap into today's global economy and increase your businesses profitability. Gain a basic understanding of the role of exporting, the steps involved in the export process and how to develop a strategy for going global.

Date: Monday, October 18
Time: 6:30 - 8:30 pm
Location: Central Campus

Creating a Meaningful Brand SBX 8015-501
To create a lasting and meaningful "brand" it's important to understand your brand, define it and live it! Your brand is more than your company name, logo or color scheme, it's a differentiator from your competitor through the creation of expectations in the mind of your consumers relating to trust, affection, loyalty and brand recognition.

Date: Monday, October 25
Time: 6:30 - 8:30 pm
Location: Central Campus
SBX 8003-501

Everyone has a great idea. The challenge is transforming it into a great product. Learn the five questions to ask before attempting to take a product to market. You will also discover how to examine your idea for feasibility before making a monetary investment.

Date: Tuesday, October 26
Time: 6:30 - 8:30 pm
Location: Central Campus

To register for seminars please call 704-330-4223 or register online.

Targeted Resumes -- From Win The Race For 21st Century Jobs

As a fifteen–year veteran of Human Resources recruiting in both a corporate and an agency setting, I've devoted a third of my life to reviewing resumes. During this time, I saw every combination of resume fads and styles. It is abundantly clear to me that professionals spend too much time and money developing a winning resume when the client is not looking for a resume at all.

The client is not really interested in a full accounting of your education and employment. What he or she wants to know is if you have the required skills for the job and if you've successfully demonstrated mastery of those skills, preferably within the last 3 – 5 years.

Here are the questions most likely to be running through the client’s mind:

· Does the candidate have the required skills?

· Does the candidate clearly describe how he/she used the skills in his/her last few positions?

· Does the candidate demonstrate success in the skill sets required?

· Does the candidate have enough of the skills to be worth pursuing even if he/she is not a perfect fit?

· Is the candidate able to clearly communicate this on the resume or is it poorly written?

· Are the compensation expectations in line with the role?

· Is the candidate a fit from a “level” (grade) perspective? Is he/she looking to take a major step down just to find employment and then leave once a better opportunity presents itself? What is the risk in hiring the candidate?

· Will the candidate fit within the culture of the organization?

Most decision-makers review a countless number of resumes each day. On average, you only have 10 - 15 seconds in which to make a powerful first impression. If your Targeted Resume doesn’t “grab them” right away, there may not be another opportunity to grab them at all.

Still more food for thought: In the race for 21st century jobs, we are now living in an age of consensus hiring — the decision of “yea” or “nay” is not up to just one individual but rather a whole team. Your ability to “connect” with the entire team matters a great deal.

Finally, you'll have a much better chance of being considered for an interview if the experience you cite is relevant, current, and clearly written. This way, no one with input on your suitability will misunderstand or misinterpret what you’ve written. That is the power of the targeted resume.

Separating Resume Fallacies From Facts


· The purpose of a resume is to list all your skills and abilities.

· A good resume will get you the job you want.

· Your resume will be read carefully and thoroughly by an interested employer.

· The more good information you provide about yourself in your resume, the better.

· If you want a really good resume, have it prepared by a resume service


· The purpose of a resume is to spark employer interest and generate an interview.

· All a resume can do is get you in the door.

· Your resume probably has less than 10 seconds to make an impression.

· Too much information on a resume may kill the reader’s appetite to know more.

· Resumes are written to impress, not inform. Think of your resume as a marketing tool, not an historical record. It is valuable real estate, so use it for your most impressive but relevant information.

Specific Steps for Preparing a Targeted Resume:

1. Copy and paste the core requirements and responsibilities from the job description into a blank document.

2. Place a bullet “·” before each key requirement/responsibility.

3. You now have a list of key questions the client/company will ask you on the interview.

4. Now put the list in priority order — here, you must try to think and act as if you are the decision-maker to determine priority.

5. Select the top 5 to 8 skills from the list and write below each one how you have accomplished the requirement/responsibility including the impact/result of your work.

6. You now have the content to build both a great targeted resume and your talking points for the interview.

7. Incorporate your answers into the generic resume and you now have the beginnings of a powerful targeted resume.

8. Delete/remove from your resume facts/details that have no value for the job.

Don’t forget to listen to our weekly radio show Your Career Is Calling – Sunday at 8am (EST).

Best wishes and keep networking alive,

Rod Colón, Career Coach, Professional Speaker & Author

CEO & Director of Career Management

Empowering Today’s Professionals

Running the Business of "ME"

732.367.5580 ( ETP SOLUTION CENTER )



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