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What A CV MUST Do

A Must Read

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The Two Most Important Things Your CV Must Do to Win Interviews

By John Logan | Professional CV Writer

As a professional CV writer with over a decade of experience helping clients secure roles across a wide range of industries, I’m often asked what truly makes a CV stand out. With well over 100 five-star reviews and a strong reputation for delivering bespoke CVs tailored to individual careers, I can say with absolute confidence that every successful CV must achieve two fundamental things:

1. It must compel the reader to want to meet you.

2. It must demonstrate the scope of your achievements.

Everything else—style, layout, even job titles—comes second. A CV that achieves these two goals will naturally rise above the crowd. Here’s how I help my clients accomplish exactly that through a highly personalised, consultative CV writing process.

1. Your CV Must Compel the Reader to Want to Meet You

A CV isn’t just a list of jobs; it’s your first impression. It’s the document that determines whether you’re invited to interview or overlooked. Its purpose isn’t to tell your whole life story—it’s to spark interest and curiosity.

Use Strong, Active Language

Far too many CVs rely on tired, passive phrasing like “responsible for”, “involved in”, or “assisted with”. These phrases are vague and uninspiring. Instead, use action-oriented language that conveys initiative and results—words such as led, delivered, transformed, accelerated, orchestrated, and implemented.

Rather than:

Responsible for overseeing marketing strategy.

Say:

Led the development and execution of a multi-channel marketing strategy, increasing lead generation by 45% within one year.

As a CV writer, I work closely with clients to uncover these success stories and phrase them in a way that captures attention and adds impact.

Begin with a Powerful Summary

Every bespoke CV I create includes a carefully crafted professional summary. This sits at the top of the document and provides a snapshot of who you are, what you bring, and where you add value.

For example:

Commercially astute marketing leader with over 10 years’ experience across FMCG and eCommerce. Proven track record in driving brand growth, digital engagement, and multi-million-pound product launches. Adept at leading cross-functional teams and delivering results in fast-paced environments.

This summary isn’t just decorative—it’s your chance to position yourself in a way that’s relevant to your target role. It’s the pitch that makes the reader want to know more.

2. Your CV Must Demonstrate the Scope of Your Achievements

This is where many CVs fall short. Too often, people list what they were supposed to do, rather than what they actually achieved. Descriptions like “managed a team” or “handled client communications” don’t show impact—they simply repeat job responsibilities.

A compelling CV must quantify results, demonstrate scope, and show how you’ve added value.

Use Tangible Metrics and Outcomes

Wherever possible, support your achievements with facts and figures. Metrics are powerful because they ground your claims in measurable success.

Examples:

• Increased annual revenue by £1.5 million through targeted sales strategy.

• Reduced customer complaints by 35% via new quality control processes.

• Delivered projects 20% ahead of schedule, saving £80K in operational costs.

KPIs, team growth, cost reductions, efficiency gains—all of these provide context and demonstrate capability. During my consultative process, I help clients draw out and articulate these results clearly and confidently.

Show Scale and Complexity

It’s also essential to illustrate the environment in which you operated. Did you manage a team of two or twenty? Was your budget £10,000 or £1 million? Were your stakeholders local or global?

Statements like the following provide important context:

• Led a team of 12 across EMEA to roll out a new enterprise platform.

• Managed a departmental budget of £750K while delivering a 10% cost saving.

• Oversaw recruitment of 150+ staff during a company-wide restructure.

This tells the reader not just what you did, but how significant your contribution was. It paints a fuller picture of your experience and leadership.

Why This Approach Works

Clients I’ve worked with have gone on to secure roles at the BBC, PwC, Google, and a wide range of SMEs and start-ups. The reason is simple: their CVs didn’t just recount responsibilities—they told a compelling story of results, capability, and potential.

And that’s the magic of a well-crafted CV: it makes the person reading it want to pick up the phone and schedule a meeting.

What Sets My Process Apart

Unlike generic CV services or AI-generated templates, my approach is entirely personal and hands-on. Through a consultative CV writing process, I get to know your goals, your challenges, and your career narrative. Together, we craft a document that not only looks professional but speaks directly to hiring managers and recruiters in your field.

With bespoke CVs tailored to every client’s journey and more than 100 verified five-star reviews, I take pride in helping professionals present their best selves on paper—and ultimately, get in the room where decisions are made.

Ready to make your next career move?

Let’s work together to create a professional CV that highlights your achievements, showcases your value, and gets you noticed. Book a free consultation today and take the first step towards securing the opportunities you deserve.

Read my client success stories: https://johnloganbmc.co.uk/case-studies/

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