I serve on the media advisory committee for a local magnet school, Northwest Career and Technical Academy. This morning the school hosted a mock interview session, where local members of the media (including related fields like marketing and public relations) dedicated a few hours to pretending to interview students for a job or internship. We then had to grade the students on markers such as attire, eye contact, responses to questions, résumé/portfolio, etc.

During the process, it occurred to me that almost all of the things on which we were grading the students fall into the communications category. How do you (usually) get a job? Fill out an application and submit a résumé and cover letter that paints a glowing picture of you. If you don’t receive a response to your initial, you may call to follow up. If you land an interview, it’s then incumbent on you to explain to a potential employer how you can benefit the company – what you’ll bring to the table and how you can solve a pain point.

The same goes for obtaining new clients. Your company is the job applicant and the businesses with which you interact are all potential “employers.” And while the order of the courting process may happen a bit differently, the materials are quite the same; instead of an application, you hand over a business card; in place of a cover letter, you furnish your sales packet; and for the big impact piece, you direct them to your website instead of your résumé. Similarly, the attention you give each should be equally painstaking. Does your content tell your story or impede it? Is it flawlessly edited? Is it up-to-date with your latest and greatest accomplishment or award? Each piece tells part of your story, and, hopefully, sells your company just a little bit more.

With this idea in mind, take a moment to look at your current sales materials and ask yourself, “How many ‘jobs’ am I getting?”

Melissa Biernacinski serves as partner with Words by a Pro. Email Melissa at melissa.biernacinski@wordsbyapro.com.