Generating Interviews with Cover Letters that Sell
So, you’re applying for a job. You need written representation for your resume (well, you); and yes, that dreaded cover letter is a requirement. Letters are used with varying purposes in mind: introduction, explanation, instruction, and solicitation. Even cover letters for hiring purposes can be used for a wide range of purposes, but they all boil down to one element: selling. Nearly everything in life is based on sales in one way or another — whether you’re selling a product, a service, a creative property … and yes, yourself.
Why so much buzz about a simple letter? Well, the success of a cover letter will determine not only if your resume is read, but whether or not you’ll have the opportunity to get that all-important first interview and prove your worthiness for a second interview or a job offer.
Cover Letter Tips
The Sales Process
The sales process in its simplest terms consists of four stages, which can be summed up as PPPC:
-Picture
-Promise
-Proof
-Close
(make the sale).
When writing a cover letter, you need to illustrate the first three clearly, effectively, and above all, quickly - three to five paragraphs at the very most. Utilize a soft sell approach when making your close. Avoid making any demands, and above all, don’t go overboard with your requests.
There are also some key differences between how a jobseeker writes a cover letter and a sales professional produces a sales presentation.
Sales Process Applied
The “Picture” is just that: an image. It may be a literal image or a mental one, but the first step is to give the prospective buyer (employer) a clear idea of just what he or she is buying and how it will help him/her achieve their needs and goals. Now, in direct sales, you’d want to appeal to the emotions in some way – desire for status, comfort, security or pleasure, sense of duty or loyalty, and even fear. However, you do not want to do this in a cover letter.
Although you will address your cover letter to an actual person, who will hopefully read it, the fact is you are not dealing with a person, but rather an institution. Decisions made by institutions are rarely, if ever, based on emotional consideration. In fact, the institution (employer) has already determined what it needs. Therefore, your purpose in providing the “picture” is to demonstrate how you can fill that need for them.
In the first paragraph, it is sufficient to simply introduce yourself, state your specific purpose for writing, and provide a very quick glimpse of your potential value to the employer.
The “promise” in this case is to outline your foundation, such as education, passion for the industry, drive and dedication, and so on.
No matter how impressive your credentials, it’s all theory at this point. You’ll need to back it up with proof; which in the case of a cover letter, means a summary of your actual work experience. Granted, this can be a problem for someone just starting out in life, but such experience can include internships and volunteer work as well as actual employment.
K.I.S.S.
In addition to making certain that your cover letter contains the above elements, it’s important to Keep It Short and Simple (what is commonly known as the acronym K.I.S.S.). Chances are the recipient of your cover letter is receiving hundreds or thousands of resumes and cover letters from other aspiring applicants. Assuming the hiring manager spends half his/her day reviewing cover letters and the company receives 500 letters a day, this means the HR Director is able to spend about 25-30 seconds on each one. If your cover letter and resume don’t quickly address the company’s needs how you can fill those needs, and how you’re a worthy choice, they are going into the circular file in short order.
More information on writing cover letters can be found throughout this blog and website. Visit www.CoverLetterCentral.com for sample cover letters.
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