Anyone in marketing will tell you, that you need to see your product through your customer’s eyes. For anyone in job transition, you are the product being marketed and the hiring manager is the customer. Your resume is your marketing tool. Use it to grab the attention of your customer and then motivates them to call you. That’s a tall order for a marketing plan, but it happens every day. Your resume needs to focus on results, not generic characteristics or responsibilities. A results-oriented resume helps the employer reduce the risk in hiring you because they see what you have accomplished, as well as your attitude toward challenges. Remember the cardinal rule, resumes that produce a phone call all have one thing in common; they all answer the employer’s “hair-on-fire” question – HOW CAN YOU HELP ME? Use your resume to offer specific information about how you helped a previous employer to improve their profitability, visibility or recognition. These three categories can all be measured and that’s the key. Build a short story around CARs (Challenge/Action/Result) to provide enough detail to make your point. First, include the CHALLENGE you faced; what was the problem before you took action? Second, the ACTION; what action did you take to resolve the problem? Third, the RESULT; what was the quantifiable result of your action? This simple approach will create a resume that stands out and provides enough information about you to prompt the employer to read your resume a second time and give you a call. Bingo, you just scored!