Subliminal

Greg Wyatt • January 13, 2024

Hi dear,

I hope this email finds you well.

Oops, sorry, I forgot this wasn't cold outreach.


I'm both a big fan of film and a big fan of filmmaking, and I'm always fascinated by revisiting older films with a modern view.

Have you ever noticed that special effects that were once ground-breaking date very quickly?

I loved the goopy spaghetti mess of The Thing.

How morphing was developed for The Abyss and later used famously in Terminator 2.

Or the underwater FX in Avatar 2 which makes every other underwater FX look rubbish - even newer big-budget films like The Little Mermaid.

But when you look back over time, they no longer have the same impact, either because they are now one of many, even though they were the first, or look increasingly fake.

A bit like what we see with AI as it develops.

Uncanny valley.


My favourite FX of all time is because of the notion of it.

CGI so good you don't notice it.

Such as the city in Gangs of New York, which appeared to be a genuine 19th-century metropolis.

The thing is if you don't notice it, it won't date so much.

There's a reason the BBC is so good at costume dramas - they have an incredible collection of costumes that are reused time and time again, whether it's Pride and Prejudice or Doctor Who.

So good that they don't pop suspension of disbelief in the same way dated FX does.

When you don't notice the details, the proposition can be more compelling.


I'd argue it's the same in sales.

Few people like being sold to, especially if you don't need it or it's done garishly.

While what was once an innovative gambit quickly grows stale:

“Yes, it's a sales call. Can you give me 30 seconds or do you want to hang up on me?”

Rely on innovative gambits, and you’ll always be looking for the latest gambit to stand out - before everyone catches up.

What even is sales anyway? A confident pitch with the hope of a bite? A consulted solution specific to needs the prospect hadn’t been aware of? A push, a pull?


Instead of soon-to-be-everywhere tactics, what if you had a stock of classic reusable costumes that never date because their singular purpose is timeless?

Sure, if you want sales at scale, shiny with automation might be best.

Go all Marvel with factory-produced blockbusters, and for a time you might rule the world.

But if you want the one and not the many, a volume-centric approach can work against you.

Such as when trying to fill a difficult vacancy, where you’ve carefully identified the needs and wants of an ideal candidate.

Perhaps they love costume dramas, but maybe it’s something else that meets their ikigai, and all you need do is give it to them.


When I speak to employers who've struggled to fill vacancies, the same two things typically happen:

  1. Their adverts are invariably job descriptions that don't show off their vacancy

  2. They have all the knowledge they need trapped in their head of why a great candidate should be interested in exploring employment with them

My adverts don't have the imaginative one-liners you see at the top of many of the best adverts.

Instead, I try to provide the most relevant, meaningful information that might separate this vacancy from the competition, without the need to click ‘read more’, while giving the reason to want to learn more.

Often it's in the language of the employer, even if that language can be hard to wheedle out at times.

Always it's meant to be the start of a conversation that has the same voice throughout, with nothing glaring to raise false objections.

The crux of the message in those adverts is the same one I use in cold outreach, on the phone, or whatever the medium.


In any employment or recruitment marketing, it's common to see an attempt at FX to stand out.

Whether it's humour and metaphor that has nothing to do with the content.

WE'RE A MAD FAMILY HERE!

Or increasingly dynamic, progressive, nay market-leading and award-winning adjectives.

Maybe a haiku. A uniquely formed message. Which we hope stands out.

But while those contents, adverts and messaging might stand out for now, and encourage a read, how do they stay relevant enough to gain interest from the most relevant of readers?


Personalisation is the de rigeur strategy for starting conversations in recruitment.

And will be trivialised by AI when the tech is good enough.

I've no doubt when employed well people will respond.

But if AI is available economically for all, and all employ trivialised personalisation, how exactly is that going to stand out?

Or will it create many feelings of an icky uncanny valley, when everyone knows more about you than you?


If you want to know how I sell, this is worth a read.

It's because I wasn't actively selling that he felt my message spoke to him so effectively.

Instead, I wanted to establish if he might be a good candidate, by giving him enough reason to have and continue a conversation focused on him, his situation, his needs and his concerns.

Had he not been suitable, he probably wouldn't have been interested - a good outcome.

How could I know if I should sell to him, without understanding first if he should be interested?

And yet the result of this not selling is that he still became that employer's next hire.

My curiosity drives the conversation while trying to evoke curiosity to learn more.

I don’t think that will ever get old.


Look, I'm not telling you not to sell.

And I'm not saying that sales isn't an admirable endeavour.

But there are many ways to sell, and sometimes the way that goes unnoticed can be the most effective of all.

What if we gave our ideal candidates what they need, without necessarily being aware of it, to help them make the right decision?

The subliminal can be the sublime.

Thanks for reading.

Greg

P.S. How to Sell without Selling is of course inspired by Bruce Lee.

P.P.S. I broke Bard when I asked it to confirm my haiku was a haiku, even if it lacks a seasonal reference and kireji.

By Greg Wyatt August 18, 2026
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By Greg Wyatt August 11, 2026
What follows is Chapter 49 in A Career Breakdown Kit (Summer 2026) . It's like many other chapters in that I've tried to make it stand alone, yet it's deeply connected to the rest of the book. For example, if you accept your job search is equivalent to launching a product to market - where you are the product and your next employer the buyer - then a sensible strategy is also equivalent. You execute an appropriate multichannel sales and marketing plan, where you focus on the steps in your control, with considered action and follow up. An interview process is an ongoing negotiation, with each interview equivalent to a consultative sales meeting. And like any good sales professional, you know that the steps preceding, the steps in-between, and the steps after all have a part to play. In my last three offers these have all been contributing factors: The relationship nurtured by the hiring manager led to their new employee hitting the ground running The private information withheld by the candidate that led to an offer rescinded because she could never have fulfilled the role in the first place The enthusiasm shown by a candidate in post interview communications tipped a decision in their favour Recruitment is risk, filled with bias - that doesn't mean you can't make that work for you. 49 - After the interview In a tough job search, getting to an interview can feel a real achievement. If you’ve been accountable in your applications, only going for roles where you are a strong fit, these are tangible opportunities to secure employment. The interview itself isn’t the be-all and end-all. It’s better to see them as the start of a conversation, one that’s only complete when you either have an acceptable employment contract in your hand, or if it’s an unequivocal no. Continuing this conversation in the right way, and in ways other candidates may not think to, can bring hoped for and unexpected gains. A few weeks back I filled a vacancy which had a strong shortlist. The final three were all employable, and the company would have taken all three had they been able to. The second choice candidate was disappointed and took it well, responding professionally. I worked hard to give all three a good experience with regular updates and constructive feedback. I too was genuinely disappointed for the ‘unsuccessful’ candidates. Two weeks after accepting the offer and returning the signed contract, the first-choice candidate withdrew. She’d received a significantly improved offer having been headhunted. Within two hours of passing the news on to the hiring team, the 2nd choice candidate was offered the role and accepted. How she had responded to her initial disappointment was a key element in this offer being put forward. The same was true of her experience with us in her decision to accept the offer. In many ways an interview is like a sales meeting. One party pitches their offering which might be customised against the questions asked. The other party makes a decision on whether and how to proceed. In an interview both the candidate and employer act as both seller and buyer. As a job seeker you get the final say on whether you say yes, no or something in between. Your decision is influenced by factors you may not divulge to the employer, such as an unexpected intervention (illness, accident, family), personal circumstances or other offers that may come up. It’s the same for the employer. They may have a hierarchy of decision-making, changes in the business and changes outside of the business - many things that can influence an interview decision or time frame, different from what was initially agreed. In sales we know that a deal isn’t agreed upon until the invoice is paid. Even if there is an initial ‘yes’ in a meeting we follow up suitably. Follow-up email to confirm details of the conversation and next steps. Thank you for your time Follow up at the appropriate time to check progress If it’s ‘no right now’, follow up over time to build a relationship until they are ready to buy If it’s ‘no answer’, find appropriate reasons to follow up, ending in a breakup email What this actually looks relates to what their sales (hiring) process is, playing to their rules and breaking those same rules in an appropriate way. In the UK, 61% of private sector employers are SMEs, whereas the vast majority of money is in the corporate space. The differentiator in recruitment is that the more corporate you get, the more transactional and matrix-led recruitment often becomes. Some of the rules of the game will be different. This illustrates how and why things are different depending on the context. Public sector, charities, geography, bias, habit, strategy - these all affect the rules of what appear similar processes from the outside. It’s important not to be cynical or come across as coercive. Respect the process and any rules you learn about. Thank you notes Most of the employers I partner with are interested in candidate feedback and interest post-interview - to help them reach their decision for the right reason. Were you applying directly, their interest in your view would be the same. A naturally written thank you note sent appropriately should not work against you. It might work for you and it’s a situation where someone’s bias can be a benefit. ‘Dear Greg, I wanted to thank you for your time today and the opportunity to interview at ABC Corp. It was a pleasure to meet you and Gary and helpful to understand more about your role and environment. I remain keen and would be delighted to return for the next stage. You mentioned you’ll make a decision by the end of next week and I look forward to hearing from you. Do let me know if I can help with anything - my number is …. Kind regards,’ It’s an opportunity to build on or mitigate inconclusive points in an interview if there’s an example you neglected to share or if you didn’t convey information in the right way. Maybe they let slip they’d be concerned if the role would keep your interest in the long term - why not own this? ‘During the interview you asked if I could see myself in this role long-term. It’s a role I’d enjoy - taking on a hands-on role I can get stuck into is an exciting challenge, while my experience in xxx would be beneficial for yyy.’ Keep it more succinct than my email though. Write it in your own words in a similar tone to how you came across in the interview. Will it make a difference? Only marginally, in some situations. Is it worth doing as a natural way to continue the conversation? I think so. Don’t be disheartened if you don’t get a reply - they may have a policy to follow. And to that coercive point above don’t say ‘I’m the best candidate. You’d be a fool to miss out,’ or something more subtle that might suggest the same. Additional interviews In an ideal world you’d get a full view of the interview process before the interview. Unfortunately some employers enjoy playing a game of interview chicken, revealing more and more interview stages as you go through them. Most are somewhere in between. Try to establish the full process as early as possible in case there is anything that is non-negotiable for you. For example, I know some people categorically do not want to do technical tests or ‘business plan’ style presentations, having had their fingers burnt in the past. It’s your choice what might be a non-negotiable - for any reasonable employer these are typically used as a means for fair assessment. Treat any interview in the same way as the first interview: prepare as fully as possible and assume nothing. Unless you know their hierarchy of decision-making, that new person you meet at fourth stage for an informal chat might well be the person with the final say. Even a social get-together after an offer is put forward might be seen as an assessment. Appropriate follow-ups It’s a careful balance. You want to show you are interested, not desperate. You need an answer, not to be inappropriately intrusive - even if that’s not your intent perception holds weight. Following up in the right way is a good tactic. If you can gain an understanding of their time frames or process work to that. Anything and everything can happen behind the scenes, including unexpected absences. Things can slip in a way employers may not see as notable. A few work days after you were expecting to hear, drop them a polite line. ‘Hi Greg, I wondered if you had any news on how you want to proceed with this role. Is there any update you can share? Kind regards,’ You can play a bit of keeping up with the Joneses if it’s true - ‘I remain interested - I do have two interviews this week with other employers. Would you like me to keep you updated?’ Sometimes no news is no news and you might need to be patient. Eventually you may come to a point where you need a decision from them - such as if your 2nd choice company gives you a job offer. A breakup email can be a good thing. Even if this doesn’t prompt an update or decision from them, you give yourself agency to walk away with no ‘what ifs?’ And if they do come back later, you can make a separate decision on whether to revisit them. One such email might be: ‘Hi Greg, I enjoyed our interview on May 21st. You mentioned you’d reach a decision the following week. Can I assume you have moved forward with another candidate? I’ll draw a line through my application for now and will be happy to pick up our conversations at a later date, if appropriate. Kind regards,’ Written appropriately, there are three outcomes: You get a reply confirming they have appointed You get no reply and can move on You get a reply with more information That last point may be ‘no news’ or something actionable. Sometimes it might even prompt good news. Whatever the outcome, you can move forward. Keeping in touch long-term Sometimes a no might be a ‘no for now’, especially when you are later on in the process, such as being pipped to the post at final interview. If yours is a business as usual role where there are a number of employees fulfilling similar duties in the same company, you may well be suitable for other roles that come up in future. How can you keep in touch appropriately so that you help their decision making when another vacancy comes up? Find reasons to occasionally keep in touch (maybe once every couple of months). If they are active on LinkedIn you could follow their content and add constructive comments. It may come to nothing but it may give you early sight of a new vacancy. If you see another vacancy advertised check it out. Drop them a line directly rather than just apply given you are continuing a conversation rather than coming in cold. And if they reply to say ‘don’t bother’, at least you know.