Yesterday, I was reading a great article from Copyblogger that talks about how to get your audience’s attention beyond the headline and carry them through the reading of the entire article. It struck me that a similar tactic could absolutely be used when writing a cover letter.
Why not use your cover letter as a sales pitch? Why not write it the same way one would write to sell widgets, iPods, or your old Rollerblades? Okay, so it’s a different kind of product, but the concepts are the same. Here’s a step-by-step for applying these principles of copywriting to creating a compelling cover letter:
Your agreeable opening: The Copyblogger piece talks about the merits of creating agreement right from the get go. How can you create a cover letter opening that establishes rapport?
- “Our industry is facing new challenges… ” (plays up shared industry)
- “As sales professionals, we…” (indicates shared function and purpose)
- “All effective managers understand…” (focus on shared understanding of management practices)
Set up a need with your next sentence: Here’s where your research comes in handy. What is the need that they have, that you can fill? This next sentence shows that just because sentence one shows we’re in the loop, doesn’t mean we have it wrapped up. This sentence introduces the idea that there’s more that you can offer.
- “But a sales strategy is only the first step…”
- “Still, a marketing department without a graphic designer…”
- “But a solid financial understanding will only take you so far…”
End with a promise: This is your chance to insert your value proposition. Here you can throw in how you’re going to solve the company’s problems if they’ll only bring you on board.
- “With my extensive expertise in mergers and acquisitions, you’re guaranteed…”
- “Put my skills to work for you and eliminate…”
- “With my 90-day plan, you’re certain to see…”
Give it a shot. Deconstruct it and put it back together. The point is that your cover letter and resume are sales pieces, and should be treated accordingly. Think about how to hook the reader from the start, and carry them through the rest. At the very least, you won’t have to worry about being overlooked.
Related posts:
- Sample Cover Letter Template
- Executive cover letters: Why getting personal gets results
- 5 Keys to a Resume Summary Statement With Punch
- Resume Writing: 7 phrases that kill your resume
- Personal Branding: Sell the benefits
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