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Writing Cover Letters That Sizzle
Anything being sent to a decision-maker should sell you, not
just state facts. When conducting a job search, your cover
letter and resume are in a pile for the decision-maker to
review, one by one, along with a vast number of other documents
submitted by other hopeful individuals. The odds that YOUR
document is the very first ones on the pile are about a zillion
to one! This means the decision-maker has probably read X number
of cover letters (and resumes) before reaching your set of
documents. With that in mind, I never recommend you start the
cover letter with the sentence used in so many other letters:
"Pursuant to your recent advertisement in the New York Times for
the position of Staff Accountant, I am enclosing my resume for
your review."
B-O-R-I-N-G!! Plus, the decision-maker probably just read this
same (or very similar) sentence about five dozen times.
Remember, you want to GRAB the decision-maker's attention and
SELL yourself to them.
Since the cover letter is designed to market you to potential
employers, don't state the obvious. If the cover letter does not
create a sense of excitement and entice the reader, it is a
waste of your time for writing it and a waste of time for the
reader reading it.
Keep track of how many times you use the words "I" and/or "my".
After you write the letter, take a pen and circle all the I's
and my's in the letter: more than five? Time to re-write some of
the sentences.
Here's an illustration of how to do that: instead of writing "I
am looking for an opportunity for advancement with a new
employer. My background is in retail management and I feel
well-qualified for the Store Manager position with your company"
you can write, "A background in retail management and proven
record of obtaining results as a Store Manager are key elements
in qualifying me for consideration as part of your team."
Remember the PURPOSE of the cover letter: to highlight your
background in the right light, sell your skills, and show the
potential employer you are worthy of an interview. Explaining
what you WANT throughout the letter doesn't tell the reader the
BENEFIT of what you can offer, which is imperative for you to
be
successful.
One of the techniques I like to use in cover letters is to pull
out the top 4 or 5 achievements and mention them in bullet form
with the letter. It serves as a wonderful focus point for
readers' eyes and draws their attention immediately to your
strengths. Here's a brief highlight in what would naturally be a
longer cover letter:
...Recognized as a top-performer and dedicated professional, my
record of achievements include: · Generating a 58% increase in
new business during tenure as Regional Advertising Manager ·
Boosting client media coverage 50% and developing partnerships
with previously unsecured media contacts
There are many ways to say things but, as you can see, some
words have a stronger impact on readers than others. In cover
letters, e-resumes, and traditional resumes, you can change the
reader's perception in a heartbeat by substituting various words
or phrases for more traditional (and outdated) verbiage. See the
outline below:
NON-AGGRESSIVE VERBIAGE
Set up entire department from scratch Worked closely with
department heads Helped produce $3 million in sales Helped new
employees In-depth knowledge of capital markets and corporate
finance Assisted marketing department in strategies and bids
Reduced expenses by 10%
AGGRESSIVE VERBIAGE Established department from inception
through successful operation Fostered relationships with
department heads Instrumental in generating $3 million in sales
Aided new employees Expertise in capital markets and corporate
finance Actively participated in formulating marketing
strategies Slashed (or cut) expenses by 10%
In short, aggressive writing makes you SIZZLE, while passive
writing tells your "story." Remember your goal is to effectively
market yourself, not to author your employment biography.
About the author:
Published in 25 career books, Alesia has been cited by Jist
Publications as one of the "best resume writers in North
America" and quoted as a Career Expert in the Wall Street
Journal. Serving as the Resume Expert for over 50+
organizations, she has numerous media appearances to her credit
and is a frequent keynote speaker. http://getinterviews.com
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