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The Doom and Gloom of "To Whom It May Concern": Forget old-fashioned cover letters
Written by: Lynda McDanielArticle Overview: Tips on writing creative, attention-getting cover letters.
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Free Download - How to Write a Bang-up Bio By Lynda McDaniel |
The Doom and Gloom of "To Whom It May Concern": Forget old-fashioned cover letters
Applying for a job you really want? Don’t nix your chances by writing a boring cover letter. For starters:
1. Lose the “To Whom It May Concern.” That went the way of the 20th century.
2. Forget the “This letter is in regards to your ad…” People reading these letters are already bored with the reams of pablum they have to read. Do you really want to make them comatose?
I don’t know why people present themselves this way. It’s like wearing a dreary old brown suit to an interview (if you ever get that far). Yet, every day I see how people resist being creative when introducing themselves to a new company.
Why?
I think fear is the biggest culprit. It keeps people from writing anything well. They remember the harsh words of some grumpy old grammar teacher in the 9th grade, or they hear irrational bosses and even parents droning in their heads. Tell them to get lost! You’re good, and you’re not going to take it anymore.
Cover Letter 101
So how do you write a good cover letter?
1. Show, don’t tell. Share a good story about what you’ve accomplished. Stories show why you’re the best candidate. They also show you’ve got a head on your shoulders.
2. Use good grammar. In our electronic world we rarely meet face to face, so the way we write conjures an image of us. It’s like when we picture how someone looks when we hear them on the radio or the telephone. Don’t let your cover letter conjure the image of an unkempt slob. Give your readers the impression of a bright person who’s on the ball.
3. Be uncommon. Not weird—interesting. Not reckless—creative. A good cover letter does much more than tell about you. It shows that you can think. Writing is the portal to your deeper thoughts. Text messaging? That’s just top-of-the-mind stuff.
Sometimes I see fear in clients’ eyes when they hear this. They’re pleading with me, begging for mercy.
“You expect me to write something different?” they ask, gulping.
“Well, are you different from the other candidates? Are you the best choice?” I ask.
“Yes,” they answer with great confidence.
“OK, then show it.”
Sadly, most do not. That’s a real shame, because resume reviewers enjoy reading something different. Jennifer Dupper, a recruiter for Parker Staffing Services in Seattle, Washington, says she takes special notice of candidates with good writing skills.
“A well-written cover letter makes such a positive difference!” she says. “When I’m screening an inbox full of applications and come across an interesting cover letter, I’m not only excited to view the resume, but more likely to contact the candidate—even when their experience may be lacking some of the necessary requirements of the position they are seeking.”
Cover yourself
Check out the [Before] and [After] examples below. They’re just to help get you started. Think of a personal story that shows why you’re the best, then tell about it in relation to the job specifications.
You can do it. You can write a great cover letter. And your results may well be the opposite of that inflated curmudgeon on “The Apprentice.”
Instead, you’ll hear, “You’re hired!”
[BEFORE]
Please accept this letter and accompanying resume in application for the XYZ Director position advertised in the Boise Bulletin. As the current executive director of ABC Imports in Washington and Oregon, I have the skills required, and I’d like to remain in this region.
In my current role, I have utilized the essential functions found in the job descriptions. This includes …. [z-z-z-z-z-z-z-z]
[AFTER]
I believe the best way to convey my qualifications for the XYZ Director position is through a real-life example from my tenure as executive director of ABC Imports. Last April, I was having lunch with a manager of one of our divisions. He’s good at his job, and we’ve enjoyed working together. So, I was surprised when he suddenly grew angry. He told me he resented the way headquarters was telling him how to run his division.
I took a deep breath and reminded myself this man was frustrated, maybe even a little scared. He needed our help, even though he couldn’t admit it to himself.
New directions
Today, that situation has changed dramatically, and this manager is back on track. I drew on a number of resources and relationship tools to turn this volatile situation around. For example, I encouraged other division managers to call him and offer words of encouragement. I took him to dinner and listened empathetically. When he requested more information, I responded promptly. I also continue to check periodically to see how things are going…. [Highlights of experience follow.]
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About the Author: Lynda McDaniel RSS for Lynda's articles - Visit Lynda's website  Lynda's written just shy of a thousand magazine articles, all kinds of business collateral, and five books. Her latest, "Words at Work: Powerful business writing delivers increased sales, improved results, and even a promotion or two," took top honors from the National Best Books 2009 Awards. About five years ago, she began teaching and speaking about writing. She discovered she loved getting people fired up about writing. She's helped hundreds of people to write better at national and regional organizations such as The Boeing Company, Key Bank, City of Seattle, YMCA, T-Mobile, SBA, U. of Washington, Cutter & Buck, and Kroll Security.
Click here to visit Lynda's website   Whats in it for me How to keep people reading your business letters and email reports and proposals The Doom and Gloom of To Whom It May Concern Forget oldfashioned cover letters Overcome Your Fear of Writing How to Write a Bangup Bio Add Extras for Excitement Five proven ways to add verve to your verbiage |
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Re: Sales Letters: Do they work?
- Sales letters are a unique and very beneficial element to almost any businesses marketing and sales letters, if done professionally and ethically.
According to Rudyard Kipling, 'words are the most powerful drug we humans can deliver'
the reason these letters and sites work, and they do, trust me, is people they are targeted to a very specific type of person/demographic. The more you understand your market, the better you can write your sales letters and collateral material.
Every form of communication essentially uses this format,
identify the pain
propose a solution
offer proof - through testimonials
outline the benefits
make an offer they cant refuse
etc
etc
if your radar flags when you read some one else's letter, that only speaks to your own integrity and how you want to be seen.
In fact, some of the best sales letters every written have been for
World Wildlife Fund, Foster Parents Plan, Canadian Cancer Society etc.
The difference is that now mainstream businesses and especially information marketers are using these tactics. Personally the formula is used all the time in every successful campaign - you only need to decide what you are comfortable with.
As far as one of the links Shri provided, I'm very familiar with his work and quite frankly wouldnt bother recommending it....
But to sum up - sales letters are an old and traditional way of motivating someone to buy - right now.
dont knock it - if you aint tried it. But make sure you are 100% acting in integrity and within the comfort level of your audience.
Jude
Re: eBook Testimonials Needed
- I have read the ebook form cover to cover. It is amazing. I will pm you the tetimonial now. I want you to take note that page 18 was totally blank please check it out.
Re: Can you really get google ads for free?
- hi.. well, Long sales letters are good and short sales letters are equally good as long as the products are of good quality.
Book cover questions
- While it is certainly interesting to know if an author is happy with their book cover - I'd be interested in knowing that, particulary with covers that I think stink! - I wonder if writers will answer that question truthfully. If word of what they say gets back to the artist/cover designer...there might be repercussions.
Re: Email marketing strategy
- Thanks for the link. Very good post.
I notice that successful list marketers don't simply rely on their pre-loaded automated series of letters to do the work for them. They send out up-to-the-minute broadcasts that are newsworthy.
If you have a list and simply rely on automated letters you should at least make sure that you update them from time to time to prevent them from going stale.
What do you think?
David H
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