How To Find The Perfect Job

Cover Letters: They're About the Company, Not You. How to Write It That Way (part 1)

Almost without exception, every person who has looked for a job has written a completely ineffective cover letter and not realized it.  This is because almost every cover letter reflects one, or more, of the following errors:

·           short, stark, entirely generic

·           medium length; generic with some background included; salutation customized

·           lengthy with some attempt at customization

·           more than one page

·           resume regurgitation

·           generic; professionally done  

Professional cover letters are the biggest scam going, although I don't believe that the companies are purposely attempting to deceive.  But like job seekers, they simply fail to understand what the real purpose of a cover letter is.  It's to sell.  But there's a trick with that, another step that you never read about anywhere else. 

Articles are all over about how to write a cover letter that gets read.  Still, I've yet to read one of those articles that is really going to ensure that happens.  Those articles tell you how to write it about you.  Almost without exception, they disregard the company ad.  Yes, most are quick to tell you to not regurgitate your resume, although sometimes articles recommend that chart format - what the company wants on the left, and how your skills relate on the right.  Yeah, good, but still not enough.

But let's start at the beginning.  A cover letter is not about you, it's about the company.   It needs to frame you in the light of what the company is looking for, and it needs to anticipate the company's questions and answer them.  Most cover letters, rather than smoothing the way by addressing the company's questions, instead create questions because of their egocentric tone.  

Let's look at what cover letters usually do and why they don't work, and let’s use a simple formula to build one that's more effective.  Most cover letters begin with weak, bland statements. 

·           Enclosed please find my resume. (You're stating the obvious.  Unless you forgot to put it in the envelope).

·           Please consider me for X position.  (Why else would you be sending your resume?) 

·           Allow me to introduce myself.  (Very contrived)

Instead express enthusiasm, which is contagious. "I was excited to come across your opportunity (more positive than "position") for X, because (name of company) is (something about the company that appeals to you).  Additionally, (I have been very successful in doing what you are looking for).

Here's a specific example of a first paragraph that works:

I was excited to read that you are planning to expand your sales force to the southern region, because your company is well known elsewhere in the United States (that part is probably in their ad.  If not - grab it from their About Us page).  I have extensive knowledge of the high-end hardware market from creating an award winning sales force with Happy Home Hardware in Atlanta, GA.

The second paragraph is where most cover letters begin to repeat the resume or go on ad nauseum about how wonderful the person is.  There's not one word about the hiring company or any reference to what they're looking for.  And the reader begins to react just as you would if a salesman yakked on about how quiet a dishwasher model is when you're interested in how well it saves energy.  ("I don't care!")

Instead, demonstrate your ability to pay attention by addressing the company's needs.  Use the words from the ad.  Show (don't tell) them that you can do what they want.  "Your ad indicated that (Y and Z skills) are important.  When I was with X company, I demonstrated (Y skill) in (the same environment as in the ad or a similar one) very effectively.  With my help/My team/I (what you did), resulted in (the result)."  So the formula for the second paragraph is this:  You want X, I’ve done X successfully, therefore I can do X for you too.  Like this:

You indicate one of your top priorities is overhauling your current marketing department. When I was with Bowling Brands, the company had been without a marketing department for several months, thus was virtually non-existent. I was hired to assess what was left, what structures needed to be retained, and what needed to be rebuilt. Three years later, we were the market's number one provider of Bowling Shoes.

Here's another example:

In each sales position I have held, I have significantly increased the performance levels and results of the sales team. The opportunity to assist Frank's Fancy Furniture in increasing your revenues would be exciting and a goal with which I'm both comfortable and familiar.

Next time: we’ll look at the unique, tricky part that you don't read about elsewhere - it's the part that drives your cover letter home.  It's what makes the big difference.  So I'll tell you what that is and show you how to incorporate it into your letter - plus what to do if it's a different field, and only  some circumstances are the same.