From the perspective of the hiring company, your resume is your initial marketing brochure. Nothing more and nothing less. Once you view the resume from a marketing perspective, you are on your way toward developing one that is more effective. It cannot make the sale any more than a marketing brochure can sell you a carthere still has to be a look under the hood, a chance to kick the tires and the test drive. But if the marketing brochure is effective, you are already sold on the car before you enter the showroom. The same holds true for resumes.