Cover Letters That Grab Their Attention

Normally, when sending a cover letter to apply for a published job, you face a daunting task. The boss may have hundreds of similar letters piled on his desk. Your letter will get just a few seconds to pass the screening. Otherwise, you will be filed in the Drawer of Death in the Human Resources office—-or the trash. What can you say that will make a difference, anyway? As an aside, this is why I recommend a networking approach to job hunting. Often, my clients are able to uncover positions that haven’t been advertised yet—or have jobs created especially for them because they can handle unmet needs in the company. They don't face such massive competition. Still, it is important NOT to ignore published job openings, as many good opportunities do appear.

Cover Letters: should be clear and easy to read
Cover Letters: need to focus on the value you bring
Cover Letters: should be specific with a target in mind
Cover Letters: need to be brief and to the point
Cover Letters: should be proactive, letting them know you will follow up

When sending a cover letter to a published opening, it is key to grab the employer’s attention right away. Unfortunately, many people send letters with uninspired opening paragraphs like this one: “I am writing to apply for the Sales Rep position you advertised in the Daily News. I have five years of experience in sales, and am sure that I am the perfect person to meet your needs.” Others hit the employer with a bunch of job-hunting drivel: “I am a results-oriented, bottom-line driven, team player with eight years of progressive experience in the field.” Don’t waste your first paragraph telling the employer that you're applying for the job. Instead, write on its own line between the date and the employer’s address (or in the subject line of the email), then grab their attention by talking about how you can contribute. Like this:

Today's date “Re: Sales Rep Position” Wellness Products International
2354 Main Street
Granite City, MO

Distinguish yourself from other applicants. For example, you might start the letter like this:

“Wherever I have worked, I have quickly and thoroughly grasped complex product knowledge, opened major new accounts, and established myself as a resource for other sales reps.”

Next, provide details about your professional and/or academic qualifications, stressing accomplishments. Relate how your experience and skills relate to the needs of the company. In the last paragraph, be proactive. End the letter by saying that you will call to follow up to set up a meeting.

The T-Letter There is more than one way to write a good cover letter, but here’s one dynamite method: the T-letter. They can’t be used in every situation, but they are spectacularly effective when you are a really good fit for the job. After a short and compelling opening paragraph, make a table with two columns: “Your Requirements” and “My Experience.” Select a few of the most important things the employer is looking for, and put them in the first column. Then, show how your experience perfectly matches what they want. Don’t just parrot back what they say, but showing real accomplishment in the “My Experience” column:

Bad Example 5 years of successful sales experience I have 6 years of successful sales experience

Good Example 5 years of successful sales experienceDuring my six years in sales, I have effectively opened new territories for two companies, earning a president’s club membership four times, and winning several other sales awards, including “Rookie of the Year.”

Bad Example Familiarity with K-12 Educational Administration and Management.I have seven years experience working with schools, and am familiar with their administration and management.

Good Example Familiarity with K-12 Educational Administration and Management.As a teacher and a sales representative to schools, I understand the chain of command and how to establish productive relationships within it. I recently negotiated the statewide adoption of our product in Iowa, resulting in a $1 million sale. As in all phases of the job search, the key to writing a great cover letters is your internal work in which you find what you do best and articulate your accomplishments.