How do Keywords Work?

Once the keyword list is accomplished and approved, all of the similar resumes will be immediately pulled up in the database of a chosen search engine (Google, Yahoo, Yandex). The number of keywords is counted automatically. The number of keywords ranks the resumes. So their amount is critical. Despite there should be no less than 25 effective keywords, try to avoid overloading. Make sure the search engine finds your keys through listing acronyms and their spelled-out versions.

HINT: Replace abbreviations with the full names! Search engines sometimes get confused.

Mind that most of the engines are synonyms-oriented, so the chance to be noticed is automatically higher. For instance, it can make “essay,” “report,” “proposal” from the word “writing.” That’s a hint to involve more different words.

HINT: Once you’ve built a strong objective and profile overview section in your resume, all of the necessary keywords may be picked out of them.

Whenever a new vacancy appears, the set of required keywords is determined and entered by the employers into the search engine. Most often, their lists consist of job requirements and responsibilities. That’s why it is crucial to add such words first. Act yourself as a gatekeeper by making sure you didn’t get lost either in translation nor interpretation.

HINT: Whenever you attach a cover letter, all of the winning words might be found there as well. Besides, you can create a separate list for the cover letter keywords.

Headlines to pop up

Headline, in fact, is the second most valuable thing after the keywords. A headline, like an article’s title, can hold a guest of your page as well as distract him from moving further. They should sound like a challenge and a proposal at the same time (i.e., “Make A Quick Buck”, “Left & Right Brain Thinker”, “A Hard Business Nut To Crack”).

I will share you one of my top articles on taglines and slogans so that you get the overall picture of coming up with brilliant resume headlines.


Apple’s “Think different”, Bounty’s “The taste of paradise, Burger King’s “We do it your way!”, British Airways’ “We’ll take more care of you”, Camel’s “I’d walk a mile for a Camel”, Canon’s “You Can”, DHL’s “We keep you promises”, Dr. Pepper’s “Good for life”, Gillette’s “The best a man can get”, Hyundai’s “Always there for you”, L’Oreal’s “Because I’m worth it”, Microsoft’s “Be what’s next”.

We all know these market giants and their world known slogans. Thanks to them, people across the board understand a bit of English. Thanks to them, people of different nations, ages, and genders are united. Thanks to them, their co-founders are among the richest buddies on the Earth. Is it the product/service itself, a piece of luck, or, perhaps, the power of word that made it possible for these companies to reach the peak of a marketing mountain? I suggest conducting a small research to find out whether the words and phrases possess such might, and how powerful taglines are actually created.

By Leaps & Bounds

What is so special about this series of slogans? Right, they all have a so-called CTA (“call to action”). Some offer hidden CTA, others stress it obviously. Compared to non-selling slogans like “The Free Encyclopedia” by the famous “Wikipedia,” selling slogans and taglines involve an action. People have to move to do something. As far as buying is also a process, action should take place. Unless your product/service is based on charity or volunteering, you have to think of something that will stimulate the sales and make your company reach the target market share by leaps and bounds. The slogan has to motivate and inspire at the same time (just like Napoleon or Alexander Macedonian did with their numerous armies). The power of a word is known from the ancient times, and it still works better than anything else. Unlike images or audio messages, the text can be SEEN (eyes), HEARD (ears), AND READ (mouth).

A Little Bit of History     

The roots of slogan lead us back to 1907 when Theodore Roosevelt, while drinking his morning coffee, announced suddenly: “Good to the last drop!” The idea was captured by the famous coffee brand “Maxwell House” years later, but 1907 remains “the slogan’s” official birth date. Since then, this term is an equivalent to the company’s face, its heart & soul.

My very first recommendation will seem trivial, but somehow people always forget about it. All of the human beings are selfish by the nature. So, the first thing that mistakenly comes to our mind while thinking about our product/service is something related to our wealth, not the customer’s satisfaction. That is the most common and unforgivable marketing failure. Including the description of your good or your personal goals is forbidden. Think of something valuable for all people. The slogan should sound affordable for old and young, black and white, female and male unless your product is narrowed by the specific target audience (like the “Gillette” mentioned above).

On the whole, it is illegal and unethical to recall the names of your competitors in your slogan or ad. However, there is no such rule regarding your own product name. So, you can try to include the name of your product into your slogan or tagline. Just look at how smart “Red Bull” managed to do it: “Red Bull Gives You Wings.” Without knowing what the product is about, you can suspect it is something that will certainly provide you with the portion of energy that is needed to survive routine and dull working hours. As far as most of the energizers are released in the form of beverages, you can guess it is one of them. That’s how marketing genius and copywriters work.

Explore some secondary human needs. They don’t have to be related to your business directly. You can manipulate your customers later. For instance, the less spread “McDonald’s” slogan “You deserve a break today” is aimed to cover the natural instinct to have a rest. In the current dynamic business environment, this desire is ranked number one according to the level of relevance.


The slogans recalled at the beginning of this article are known as hypos. They stimulate buying action more than describe the product itself. The most successful slogans, I believe, are those which can combine the product/service description with CTA (i.e., “Read a bestseller everyday” of “The Daily Telegraph”). It sounds amazing: we’re invited to do something (to read), and we know what we’re offered at the same time. At least, the word “bestseller” sounds intriguing even without specifying the area of organization’s business. The slogans like “Canon’s” and “Dr. Pepper’s” are too much broad even though they are affordable enough. Slogans and taglines with the minimum of information and no specification at all are suitable for already recognized labels: those, which market position makes no doubt.

Mind Your Target Audience!

To develop a perfect slogan or tagline, the target audience has to be set. You can conduct several researches, surveys, and polls to make sure you defined your audience correctly. To do it for free, analyze the market and the nature of your business. The easiest mission is to decide on some medical/pharmaceutical/hygiene products as far as the elementary anatomy or biology knowledge will be enough. For instance, you produce “Always.” By knowing the peculiarities of woman’s organism, you can easily define your target audience as 11-50-year-old female (on the average). The case is quite simple also because of the good’s universality. It’s one of the basic hygiene remedies – women need it in any case, so there is no need to think of the bright design, some novelties, beating hundreds of competitors, etc. After all, this market competition is low.

It is all vice versa for differentiating products & services. The market of beverages participants fights far more sharply: this fact applies to all of the elements of promotion: from corny packaging to the loud advertising campaign. At this phase, the copywriters come out of left field.

Second, the slogan has to sound persuasive to the potential customer. As a result, he/she has to become dependable on the product. We see it in the “Camel’s” example or “Kit Kat’s” “Have a break. Have a Kit Kat” supported by the impressive scholar video shoots. In “KK” example, the product gained an extreme popularity among students as far as it is positioned as the act of fortune for their exams. Being the most susceptible nation, Japanese keep those “Kit Kats” chocolate bars during the whole examination period as the talismans guaranteeing their success.

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