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想知道如何更容易受潜在老板青睐？通过购买动机来为你说说：当你为引起购买欲望所付出的努力是具有说服力的，那么你的购买者（将来的雇主）就会希望“拥有”这件产品（你的工作绩效）。
Desire is created when you:
欲望产生于你这么做的时候：
Show why the employer needs you.
展示雇主需要你的原因。
Show how you can satisfy the need.
展示你如何满足雇主的需求。
Prove your superiority in fulfilling the need.
证明自己在实现这一需求的优越性。
When your effort to create desire is persuasive, the buyer (your boss-to-be) will want to “own” the product (your services).
当你为引起购买欲望所付出的努力是具有说服力的，那么你的购买者（将来的雇主）就会希望“拥有”这件产品（你的服务）。
Why You Buy
购买的理由
Your decision to buy a product is driven by different needs and wants, such as the following:
你所购买产品的欲望受到不同的需求与愿望所驱动，比如下面这些：
Prestige
产品的信誉
Security
安全性
Convenience
便捷度
Comfort
舒适性
Fun
趣味性
Health
健康度
Greed
期待值
Guilt
负罪感
Vanity
虚荣心 Why Employers Buy
雇主购买产品的理由
Employers also have motivations to “buy.” Among them are the following:
雇主购买产品也有他们的动机，其中有下面这些：
Make money.
赚钱。
Save money.
省钱。
Save time.
节省时间。
Make work easier.
节省功夫。
Solve a specific problem.
解决某一特定的问题。
Be more competitive.
使公司更具有竞争力。
Build relationships/an image.
建立联系或形象。
Expand business.
拓展业务。
Attract new customers.
吸引新顾客。
Retain existing customers.
维系现有顾客。
Finding your boss-to-be’s “buying motivators” might take some digging. Research the Internet, industry publications, company newsletters, and annual reports. Call friends in the industry. Network online. Interview company employees, customers, or competitors. In short, develop a list of specific needs and interests the company has; then address those needs in your résumé or cover letter. When researching, categorize your findings according to these TOP issues:
想要了解将来的老板的“购买动机”也许得深入挖掘一下了。你可以搜索网络，浏览行业出版物，公司简报以及年度报告。你也可以给业内的朋友致电，在网上建立人脉，与公司的职员，顾客或竞争者见面交谈。简而言之，你得拟出一张该公司特定的需求与意愿列表，然后在你的简历或求职信中提及这些需求。当你在浏览这些资讯的时候，请根据以下这些首要指标把信息分门别类：
Trends—the company’s five-year financial trends, strategic direction, and industry trends
趋势——此家公司5年的金融趋势，策略方向和行业趋势。
Opportunities—new ideas on the drawing board and company priorities
机遇——绘图板和公司首要项目中的新理念。
Problems/Projects—competition or challenges that are keeping the organization from being as productive or profitable as possible—projects the company needs help implementing.
问题/项目——那些阻碍公司机构生产力发展或盈利的竞争与挑战，以及公司里需要帮助实行的项目。
Example：例子： Addressing Buying Motivators Worked for Mario
来看看购买动机对Mario的作用有多大
Mario heard that DataSafe Company was growing by leaps and bounds. The company specialized in data security and disaster recovery. He’d read about the company in the Business section of the newspaper. (This is a great source of job leads.) A star salesman, Mario wanted to be part of the action with this local company that had made Fortune’s list of fastest-growing companies.
Mario听闻DataSafe公司正在跨越式发展中。该公司专营数据安全与数据灾难复原业务。他早已在报纸的商业版面得知这家公司的情况了。（这是很好的找到工作机会的来源。）作为一名明星销售员，Mario希望成为这家本土公司跻身财富快速发展公司列表行动中的一份子。
Mario made three calls: one to an employee in the company, one to a customer, and one to a competitor of the company. Asking a few pointed questions, he found out what the hot buttons were for DataSafe: territory expansion and product launches. Although he had extensive experience in both areas, his résumé didn’t show it. The following section shows how rewriting just a few of his accomplishments homed in on his boss-to-be’s needs.
Mario分别给他们打了三通电话：公司员工，客户和该公司的竞争者。通过提出一些特定的问题，Mario发现DataSafe公司的当前要务在于：行业版图扩张与产品发布。尽管他在这两个领域里都拥有丰富的经验，但是他的简历并不能突显他的优势。下面两张图，显示了Mario通过仅仅修改他的几个个人成就来迎合潜在雇主的真正需求。 Notice how Mario introduces his accomplishments with words that specifically address his target company’s needs. He also uses check boxes instead of more traditional bullets. They give the reader the subconscious impression that “yes, this candidate has everything I need.”
请留意Mario是如何使用语言明确地通过展示公司需求来介绍个人成就的。同时他也使用了方框打钩的小图标而不是传统的项目符号。这样能给阅读简历的人有这样一个潜意识印象：“没错，这位求职者符合所有的要求。”
文中从“雇主需求”出发，就把一份大众普通的简历改造成了有效的，能符合雇主需求的简历。通过这样的简历变身，必然能在众多简历中脱颖而出，给招聘者留下深刻印象。 本文节选自《Resume Magic》简历魔术（共609页）中从各种角度结合丰富例子，让简历变得不平凡，像施了魔法一般，夺人眼球。 | 
