Lead the pack
Writing an attention-getting cover letter
June 21, 2000
Web posted at: 11:44 a.m. EDT (1544 GMT)
(womenconnect.com) -- Hiring managers agree that good cover letters are very influential. Since you usually must compete against many other applicants for the average professional position, you absolutely must grab the employer's attention in your first opening sentence.
Two typical openings fail miserably. The worst culprit is "I am writing to apply for the ad that I saw in Sunday's paper." This opening is used by most candidates. So when an employer is reviewing dozens of applicants, he or she sees these words and the mind automatically just skims. Likewise, the second opening -- "You're a great company" -- tells the employer something he or she already knows.
Neither opening captures the employer's attention. What I call the Power Impact Technique begins with a strong opening that focuses on filling the employer's needs. My clients who have used this technique for years have had positive feedback from employers and gotten interviews.
Once you've learned this writing style, you'll never spend hours slaving over a cover letter again. "A poor opening paragraph is why many job hunters fail," says CEO Robert Waldt. "It is usually a common, general sentence. You need to immediately establish something unique about the candidate. I like to see the particular reason -- background or experience -- that tells me why I should hire the person up front at the start of the letter."
The approach is a two-step process in which you:
1. Analyze the job (both the noted and assumed needs) and determine the most important skills the employer is looking for; and
2. Immediately address how you'll meet the employer's needs. The technique begins your letter with a strong opening sentence that emphasizes the major selling points and skills you'd bring to the job. It offers actions and results -- the winning formula that really has employers taking notice.
Look at the difference between the typical opening, "I'm applying for the ad in Sunday's paper" and a couple of openings using The Power Impact Technique:
Ten years in senior management with proven expertise in international purchasing for a Fortune 100 company;
A proven track record in corporate fundraising;
Strong retail store management experience with proven expertise to improve sales, customer service and motivate employees.
These openers are eye-catching, designed to get the employer to see what you can do. The secret lies in simply addressing their needs right up front. After all, these are the necessary skills and experience they are seeking.
The body of your letter is used to demonstrate "proof" that you can perform the duties desired.
To develop this "proof," make an outline of the important points that the employer wants. Just underline the major items from the want ad or job opening announcement if you have one. Whenever possible, use your network to gather any inside information on what's most important to that employer for that job.
Always keep in mind this one thing: What is it that they need me to do in this job to do it well? Then consider what you've done in your previous jobs. That's experience you want to emphasize.
The next step is to ask yourself what were the results of your efforts on previous jobs, projects or tasks? There's the key -- to compose your letter, just highlight the duties and skills needed by referencing your abilities to perform them plus offer any known results from your past efforts as the proof that you can do the job.
Hiring managers want concise letters. Keep the body of the letter short, not more than one page. Conclude your letter with the power phrase "I would like to discuss in greater detail the valuable contributions I'd bring to your organization." This shows you're a team player who's productive and focused on being an asset to the employer.
Your cover letter must develop enough interest to get the employer to want to turn the page, look at your resume and say, "Let's call this one in for an interview." Implement this technique, and employers will start calling you.
Robin Ryan is a Seattle career counselor, national speaker and author of "60 Seconds and You're Hired," "Winning Resumes," "Winning Cover Letters" and "24 Hours To Your Next Job, Raise or Promotion." She has appeared on "The Oprah Winfrey Show" and "NBC Nightly News." Her columns are read in magazines and newspapers and online.
Copyright © 2000 WomenCONNECT.com Corp. All Rights Reserved.
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