You just wrote a résumé for a Certified Treasury Professional (CTP). 

You researched keywords and highlighted the client’s progression through two previous finance jobs and employers. You captured his marketability for a targeted analyst role, which overlapped with many of the job duties and accomplishments in his most recent position with ABC Financial Services Company. You integrated a little dash of green to accentuate the color of money. You’re happy with the results, the client was happy with your work, and all is good in the world.

In a plot twist only a résumé writer would appreciate, your very next client is also a Certified Treasury Professional. All the research and wordsmithing you put into the previous project will surely help reduce the time it takes to write CTP #2. Heck, you could cut and paste the entire summary section and eliminate nearly an hour of work you poured into the first one.

Except CTP #2 is targeting a senior VP role, not an analyst role.

And CTP #2 took a completely different path to get where she is now.

And CTP #2 has twice the experience as CPT #1, including regional director-level positions in the US and abroad.

And CTP #2 has an advanced degree, speaks three languages, and spent seven years in accounts receivable for one of the largest non-profit organizations on the East Coast.

In other words, they are nothing alike.

Each client’s selling proposition is as unique as a snowflake. The résumés might contain common words, phrases, and skills, but the overall marketing message conveyed in the summary is like comparing a dictionary to a thesaurus.

CTP #1 featured a summary paragraph focused on progressive experience and contributions to specific treasury functions. The headline, sub-headline, and body text might look like this:

Financial/Treasury Analyst

Certified Treasury Professional | Association for Financial Professionals

Five years of progressive experience in billing, budget planning, and corporate treasury analysis roles. Recognized for process improvements, exceptional work ethic, and problem-solving contributions to fast-paced organizations, including oversight of key financial metrics for simultaneous field projects. Technical skills include MS Office, MS SQL, QuickBooks, and Tableau.

CTP #2 will feature a summary paragraph that previews a track record of success leading people, projects, and mission-critical resources under challenging conditions. The CTP designation serves as an adjunct credential. It might look like this:

Senior Finance Executive | Domestic & International Operations

Startup, Fast-Growth, Turnaround, & Transitional Leadership

Proven success leading strategic business/financial operations, complex budgeting, and analytical/reporting systems to drive strong and sustained bottom-line growth. Background includes diverse, multicultural environments in several countries; fluent in English, French, & German. A Certified Treasury Professional with deep knowledge of IFRS, US-GAAP, and Dual Standard Systems.

To write so generically that the words can be used universally is not the way to differentiate clients in a competitive market. A unique selling proposition is just that…so unique to the client that no one else can say the same thing. It is the ultimate single-use product. If your summary paragraph is reusable, it is unusable.