Cover Letters That Sell

John and Linda applied for the same job. They were equally qualified, and each submitted an excellent resume that emphasized accomplishments, training, positive work ethic and dedication.

John included a general cover letter that outlined his career history and aspirations. To save time, he used the same letter to apply for every job opening he looked at. Linda put more effort into her letter. She found out the hiring manager's name and addressed him directly. She researched the company and learned about its mission, past performance, goals and corporate culture. She also studied the job description and clearly spelled out how she was an excellent match for that particular opening. Linda backed up her claims by highlighting examples of her past success.

Although the candidates were equally qualified, Linda's extra effort landed her a job interview. John never got called.

Research Before You Write

The more you know about the employer's needs, the more compelling your letter can be. Review company Web sites, brochures, sales flyers and other promotional materials to glean pertinent information. If possible, speak with current employees to get the inside scoop. Search newspaper archives, public libraries and career-center resources. Do a keyword search using the company name and see what turns up.

Here are a few resources to get you started: 

• Monster Research Companies
• Hoover's Online
• EDGAR Online
• D&B
• Securities & Exchange Commission

Determine Your Unique Selling Points

With the knowledge that you have about the employer, how would you help achieve organizational goals? Set yourself apart: If there are 100 other applicants vying for the same position, why should the hiring manager take a chance on you? Make a list of the top five reasons you're an excellent candidate.

Construct Your Letter

• Heading/Date/Inside Address: If you are writing a traditional (not email) letter, select a standard business-letter format such as block style. Your letter's design should match your resume.
• Salutation: It's best to address your letter to a specific person (e.g., "Dear Ms. Jones:"), but use "Dear Hiring Manager," if there's no way to find that out. Use "Dear Search Committee:" if the decision will be made by committee. Avoid stale salutations such as "Dear Sir/Madam:" and "To Whom it May Concern:."
• Opening Paragraph: Hiring managers are busy and do not care to wade through fluff. Your opening paragraph should clearly state the position for which you're applying. Include a reference code if requested and the referral source (e.g., recommendation from a current employee, Monster, etc.). Your opening may also include a synopsis of why you are a top candidate for the position. For example: Your position advertised on Monster is an excellent fit with my qualifications, as the enclosed resume will attest. My background includes 10 years of success managing international sales programs, top-ranked regions and Fortune 500 accounts. I offer particular expertise in the high tech sector, with in-depth knowledge of networking technology…
• Body: Your letter's body contains the sales pitch. This is your chance to outline the top reasons why you're worthy of an interview. When writing the body text, keep in mind that hiring managers are self-centered -- they want to know what you can do for them, not learn about your life story. Demonstrate how your credentials, motivation and track record would benefit their operation. Review your top five selling factors (the ones you jotted down when doing your company research) and weave them into the body, perhaps as a bulleted list. Back up achievements with specific examples of how your performance benefited current and former employers. Precede your bulleted list with a statement such as "Highlights of my credentials include:" or "Key strengths I offer include:."
  Keep your letter positive and upbeat. This is not the place to write a sob story about your employment situation. Put yourself in the hiring manager's shoes -- would you call yourself in for an interview?
• Closing Paragraph: Your final paragraph should generate a call for action, so express your strong interest in an interview and state that you will follow up soon to confirm your resume was received and discuss the possibility of meeting face-to-face.
• Complimentary Close and Your Name: End with a professional close such as "Best regards," "Sincerely" or "Respectfully yours."