JOBTALKSJOBTALKS

Indiana UniversityKelley School of BusinessC. Randall Powell, Ph.D

Marketing Yourself Via the Cover Letter

Jim Fisk and Robert BarronMBA Handbook of Great Business

Quotations

Title slide“File Cabinet: Four Drawer, manually activated

trash compactor.”

Avoid the Trash Heap

You can avoid the trash heap.

Make your resume stand out.

Make your cover letter a salesbrochure.

Avoid the Trash Heap

Marketing Yourself via the Cover Letter

Welcome

The "OOMPH"

Most business writing is boring!!!

Cover letters are the worst.

Those letters have no personality, no "oomph."

The “OOMPH”

Active Cover Letters

Write your cover letter like your resume.

Eliminate all passives.

Passives are verbs that include a past tense of the verb with a form of "to be."

"I was called.""He is elected.""They will be chosen."

Active Cover Letters

The Emphasis

The attention is on the recipient.

But why do those pronouns get all of the attention?

"I was called.""He is elected.""They will be chosen."

The Emphasis

Emphasize the Actor

You want the attention focused on the actor.

"She called me.""We elected him.""Everyone will chose them."

Emphasize the Actor

A Passive Example

Requests for additional services must be received not later than three working days prior to delivery date. Requests must be signed by the requestor and his/her manager and must be placed in the slot marked "Support Services." Requests received without proper signatures will be returned without action.

A Passive Example

Bureaucratic Nonsense

The easiest to read writing contains about 75% active verbs and 25% passives. Bureaucrats reverse that ratio.

Bureaucratic Nonsense

The Active Alternative

Submit your request for additional services not later than three working days prior to delivery date. You and your manager must sign the request and place it in the slot marked "Support Services." We will return any requests without proper signatures.

The Active Alternate

Set the Tone

Word choice sets the tone. Choose words that are vibrant and confident.

For example:"I should be graduating in May of this

year."

Why not:"I will be graduating in May."

Set the Tone

Set the Tone

"If you feel that I have the skills you need, please call me."

"When you have an opening that matches my skills, please call me."

Set the Tone

Wimpies

The second example is much more powerful.

The shoulds, ifs, mights, and maybes are wimpies.

Stick to positive, confident words.

Wimpies

Make Every Word Count

Why say in 5 words what you can say in 2 or 3?

Treat every word like you are paying for it.

Make Every Word Count

For Example:

"There is not enough time available for the typical manager to do everything that might be done and so it is necessary for him or her to determine wisely the essentials and do them first, then spend the remaining time on things that are 'nice to do.' Long term planning and forecasting are two of the things that will make his or her job that much easier to do. They have a payoff only in the long run, however, and may seem like they waste too much time to do today."

For Example

Instead Say:

The typical manager lacks enough time to do everything. He must, therefore, prioritize, saving the 'nice to do' things for any time that remains. While long-term planning and forecasting seem like a waste of time in the short run, in the long term, planning makes the job much easier.

Instead Say:

Mechanics of the Cover Letter

The cover letter has 5 parts: The salutation The closing Three paragraphs

Mechanics of the Cover Letter

The Salutation

The salutation must have someone's name. If you don't have a name, call! Spell the name RIGHT! If you can't find a name, leave off the

salutation.

The Salutation

The Closing

For your closing, use "sincerely" or "truly yours."

Leave lots of space for your signature.

Sign it! Sign the letter like your signature line. You are judged by everything you do. Details Matter!

The Closing

The Three Paragraphs

The paragraphs can vary, but the recommended pattern is:

#1 Tell the reader why you are writing.

#2 Show how you can benefit the reader.

#3 Ask for further action.

The Three Paragraphs

The First Paragraph

Tell the reader why the letter was written.

Never start the letter with the word "I."

The letter isn't about you, it's about what benefits hiring you would bring.

The First Paragraph

A Recommended Opening

"The University Placement Officer, John Smith, at State University, recently advised me about an opportunity in your organization that sounds perfect for both of us. Your needs and my credentials and creative interests appear to match very closely."

Say it differently, be creative.

A Recommended Opening

The First Paragraph

In the first sentence, you might mention who referred you.

The second sentence should tell the reason for the letter - with enthusiasm.

For Example:"I want to interview with you for the position of marketing analyst."

The First Paragraph

The First Paragraph

Finish with a sentence that makes them want to read more."Hitek Records is the type of mid-sized and innovative company where I can make a significant impact."Or:"The recent industry journal article explains how and why Hitek Records offers an exciting employment environment where every team member contributes and I work well in such a supportive climate."

The First Paragraph

Avoid the "I" Syndrome

Don't talk about what you need.

Avoid sentences such as: "I am looking for a company that offers exciting opportunities."

Avoid the “I” Syndrome

The Second Paragraph

This is the sales paragraph.

How can you benefit the company?

Talk about how your "features" will help them.

The Second Paragraph

Use Recruiting Literature

The best materials to review: Recruiting publications Articles and Reports on the firm

Match up your qualifications with a list of what qualities they are looking for and tell them how you match. Establish a bond!

Use Recruiting Literature

Match Their Qualifications

For example, their literature says they look for: Good communicators Leaders Excellent problem solvers Aggressive

Match Their Qualifications

The Second Paragraph

My experience and education have given me the skills needed to be a successful marketing analyst. In my position at Creative Agency, senior management selected me to lead several project teams. We completed each project under-budget and on time. The hours spent presenting plans to our customers and our senior management honed my communications skills which are so vital to success in your company. I sharpened my problem solving skills during these projects and learned to anticipate opportunities and take advantage of them in a proactive way with our team's input and management's concurrence.

The Second Paragraph

Communication Skills:

Leadership Abilities:

Assertive Behavior:

Problem Solving Skills:

I developed extensive experience presenting to customers and senior management.

Our small team lead 15 marketing representatives through 7 projects, all finished on time, and under budget.

We took advantage of significant change in marketplace to sign $700,000 in new business when waiting for an in-depth study would have lost the sales.

I assisted two senior product managers in determining ways to save our customers over $12 million in unnecessary costs.

Your recruiting literature demonstrated to me how my skills can make a difference. Here are your requirements for a Marketing Analyst and how I match your needs:

Executive Brief Format

Highlight Skills

If you don't have a job description, highlight skills that logically apply.

For example,Financial Analyst:

Analytical abilities. Problem solving skills. Team skills.

Highlight Skills

Sell Yourself

The body of your cover letter must sell your personal qualities to the employer.

Never lose sight of the fact that you are selling your total set of credentials.

Use Enthusiasm, excitement, and confidence in your writing.

Sell Yourself

The Closing Paragraph

The final paragraph should reiterate excitement and ask for action.

"Working for you would be an exciting chance to put to work all my abilities in a mutually productive manner."

The Closing Paragraph

Ask for Action!

If coming on campus:"I plan to bid for an interview appointment the week before your interview date of January 15. Perhaps it would be helpful to share this letter and attached resume with the campus recruiter."

If an off-campus opportunity:"I will contact you during the week of January 15th to discuss the possibility of an interview appointment. I can be available in Chicago on any Friday in February."

Ask for Action!

Follow-Up

To be successful, you have to follow-up.

Just saying "If you have an opening for which I might be qualified..." is too wimpy.

Calling makes you stand out.

Follow-Up

What Not To Do in a Cover Letter

What Not to do in a Cover Letter

Don't Use Computer Labels

Don't use a computer for address labels. Gives the impression of a shotgun letter. You might handwrite the address and show

only your return address. People are curious about handwritten mail.

Don’t Use Computer Labels

Don't Use "I" or "My"

Don't start every sentence with "I" or "my."

It is a lazy habit that shows a lack of creativity.

Don’t Use “I” or “My”

Don't Be Negative

Don't Talk about negatives. Don't talk about where you would prefer to

live or how much you want to make.

Don’t Be Negative

Don't Be Cocky

But don't get too cocky. Don't say you are the answer to their prayers.

There is a fine line between confident and cocky.

Don’t Be Cocky

Don't Make Only One Letter

Don't send the same letter to everyone. Each letter should be adjusted to reflect the

needs of the company. Writing effective cover letters takes time. You would be better off spending the time

to write 5 or 6 good cover letters. Response rate for shotgun letters is only 1 or

2 percent. Save $140 in postage!

Don’t Make Only One Letter

In Summary...

Writing effective cover letters takes time. You would be better off spending the time

to write 15 or 20 good cover letters. Response rate for shotgun letters is only 1 or

2 percent. Save hundreds in postage!

In Summery...

One Last Suggestion

Read and rewrite several cover letters Practice means improvement Never stop searching for the perfect cover

letter Writing a good cover letter opens doors Apply these techniques to get that all

important interview appointment.

One Last Suggestion

Marketing Yourself via the Cover Letter

End Slide

If you would like to learn If you would like to learn more, more, Career Planning Career Planning StrategiesStrategies textbook will textbook will supply additional supply additional information on this topic.information on this topic.