A. Regardless of how exceptional your resume may be, it says nothing of your personality, creativity or your own personal work style. It seldom describes any strong traits you possess that might make you a sterling candidate or interesting interview material. A letter, on the other hand, can reveal all of this and more.

First, a word of caution: When it comes to writing cover letters, you can’t be too careful. The keen eyes of some readers will illuminate any mistakes you have overlooked. At this fragile stage, even a small typo can spell the end of your candidacy. Why? Because hiring managers believe, and rightly so, that cover letters show the quality of your work, attention to detail, and the results you expect from yourself and others. Therefore, each document must be perfect – nothing less. If this seems harsh, look at it from a hiring manager’s viewpoint. Would you want to bring in someone who isn’t concerned with quality?

Inundated with material from job hunters, hiring managers want your cover letter to have an “immediate connection” or “hook” that will distinguish you from others. I would safely say that more than a third of the cover letters I receive simply convey “here’s my resume – call me for an interview.”

In an effort to make your cover letter stand out from the crowd, here are eight key concepts to keep in mind when composing your letter:

1. A cover letter has a distinct purpose – to market you. What you say is critical; you must highlight powerful experiences and qualifications if you want to capture the attention of the person reading your cover letter. This letter is your best shot at making a short, concise pitch to employers about your unique traits, talents, and qualifications. This point is key – don’t simply reiterate information from your resume.

2. Who are you? Based on what you say in your letter, how do you want readers to perceive you? Depending on whether you’re changing careers, this image may or may not parallel your most recent experience. Think about how you plan to “paint the picture” you want readers to see. Your cover letter shouldn’t recap your entire career. Instead, it should highlight what you want readers to know or interpret about you. In this situation, bullets work well because they allow you to say a great deal in a concise structure.

3. What are your successes? Throw out past advice about humility and taking too much credit. This is the time to sell yourself, but realize you’re walking a fine line. Being assertive works; being pretentious doesn’t. Review your career for your most notable successes, contributions, and achievements. What differentiates you from others and propelled your career? List your successes and select two or three in bullet format that best support your career goals.

4. Start your letter with a dynamic statement. When writing to companies directly, begin with a statement such as “Building a startup company from zero revenue to $2 million in annual revenue within 16 months is a significant accomplishment, but only one of many that I have achieved during my career in sales management.” Don’t use an ordinary opener like “I’m writing to express my interest in management opportunities with your organization.” This type of phrase was overused 15 years ago.

5. All an employer wants to know is “what can you do for me?” In your letter, state the problems you can solve, your qualifications for doing so, and the impact you will make. If you have done your homework, you’ll know the issues critical to the operation that you should address. If you don’t know an organization’s specific needs, write about your leadership skills, financial and cost-cutting successes, training and development expertise, contributions to corporate image, and improved shareholder value. These issues drive virtually all organizations. Your challenge is to present them in a way that appeals to an organization’s specific needs and expectations.

6. Make it a point to include information on the type of position you’re seeking when you answer classified ads. Address key points of the ad with a strong statement about your relevant experience and achievements. Rather than stating that you can meet the specified requirements, explain how well you have performed them in the past.

7. When writing network contacts, take an informal, conversational approach in these letters. And be sure to highlight your core competencies and significant achievements because your contacts may not be as familiar with your background as you think, so remind them of key facts, achievements and experiences. This is even more critical if you want them to serve as references later on.

8. Conduct a direct mail campaign aimed at members of your professional associations. This will widen your circle of contacts and may generate leads and information. Start by introducing yourself as a member of the association, and then describe your career goals, experiences, and achievements.

There’s no doubt that by fine-tuning your writing approach and mentioning your most relevant past successes, you’ll draft cover letters that hit the right buttons with readers and lead them to your resume and subsequent interviews.

Joe Hodowanes, a career strategy adviser in Tampa, Florida, offers a free resume and career analysis. Fax your resume to (813) 936-0201 or email it to jmwanes@jmwanes.com For questions, call Joe at (813) 936-0091 or visit www.jmwanes.com on the Web. All Job Search Advisor articles on this website are the property of www.jmwanes.com (J.M. Wanes & Associates). You may download
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© 2005 J.M. Wanes & Associates.