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Anything
being sent to a decision-maker should sell you, not
just state facts. When conducting a job search, your
cover letter and resume are in a pile for the
decision-maker to review, one by one, along with a
vast number of other documents submitted by other
hopeful individuals. The odds that YOUR document is
the very first ones on the pile are about a zillion
to one! This means the decision-maker has probably
read X number of cover letters (and resumes) before
reaching your set of documents. With that in mind, I
never recommend you start the cover letter with the
sentence used in so many other letters:
"Pursuant
to your recent advertisement in the New York Times
for the position of Staff Accountant, I am enclosing
my resume for your review."
B-O-R-I-N-G!! Plus, the decision-maker probably just
read this same (or very similar) sentence about five
dozen times. Remember, you want to GRAB the
decision-maker's attention and SELL yourself to
them.
Since the
cover letter is designed to market you to potential
employers, don't state the obvious. If the cover
letter does not create a sense of excitement and
entice the reader, it is a waste of your time for
writing it and a waste of time for the reader
reading it.
Keep
track of how many times you use the words "I" and/or
"my". After you write the letter, take a pen and
circle all the I's and my's in the letter: more than
five? Time to re-write some of the sentences.
Here's an
illustration of how to do that: instead of writing
"I am looking for an opportunity for advancement
with a new employer. My background is in retail
management and I feel well-qualified for the Store
Manager position with your company" you can write,
"A background in retail management and proven record
of obtaining results as a Store Manager are key
elements in qualifying me for consideration as part
of your team."
Remember
the PURPOSE of the cover letter: to highlight your
background in the right light, sell your skills, and
show the potential employer you are worthy of an
interview. Explaining what you WANT throughout the
letter doesn't tell the reader the BENEFIT of what
you can offer, which is imperative for you to be
successful.
One of
the techniques I like to use in cover letters is to
pull out the top 4 or 5 achievements and mention
them in bullet form with the letter. It serves as a
wonderful focus point for readers' eyes and draws
their attention immediately to your strengths.
Here's a brief highlight in what would naturally be
a longer cover letter:
...Recognized as a top-performer and dedicated
professional, my record of achievements include: ·
Generating a 58% increase in new business during
tenure as Regional Advertising Manager · Boosting
client media coverage 50% and developing
partnerships with previously unsecured media
contacts
There are
many ways to say things but, as you can see, some
words have a stronger impact on readers than others.
In cover letters, e-resumes, and traditional
resumes, you can change the reader's perception in a
heartbeat by substituting various words or phrases
for more traditional (and outdated) verbiage.
See the
outline below:
NON-AGGRESSIVE VERBIAGE
Set up
entire department from scratch. Worked closely with
department heads. Helped produce $3 million in
sales. Helped new employees. In-depth knowledge of
capital markets and corporate finance. Assisted
marketing department in strategies and bids. Reduced
expenses by 10%.
AGGRESSIVE VERBIAGE
Established department from inception through
successful operation. Fostered relationships with
department heads. Instrumental in generating $3
million in sales. Aided new employees. Expertise in
capital markets and corporate finance. Actively
participated in formulating marketing strategies.
Slashed (or cut) expenses by 10%
In short,
aggressive writing makes you SIZZLE, while passive
writing tells your "story." Remember your goal is to
effectively market yourself, not to author your
employment biography.
Published in 25 career books, Alesia has been cited
by Jist Publications as one of the "best resume
writers in North America" and quoted as a Career
Expert in the Wall Street Journal. Serving as the
Resume Expert for over 50+ organizations, she has
numerous media appearances to her credit and is a
frequent keynote speaker.
http://getinterviews.com
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