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Hiring managers agree that good cover letters are very influential.
Since the average professional position usually competes against
many other applicants, you absolutely MUST grab the employer's attention
in your first opening sentence. Two typical openings fail miserably.
The worst culprit is "I am writing to apply for the ad that I
saw in Sunday's paper." This opening is used by most candidates,
so when an employer is reviewing dozens of applicants they see these
words so often their mind automatically just skims by it and everything
else on the page.
Likewise, the second opening -- "You're a great company" -- tells
the employer something they already know.
Neither opening captures the employer's attention. The Power
Impact Technique™ begins with a strong opening which focuses
on filling the employer's needs. 96% of the hiring managers participating
in our national survey, conducted for my book Winning Cover Letters
selected The Power Impact Technique™ as their preferred letter
writing style. Once you've learned this writing style, you'll never
spend hours slaving over a cover letter again.
"A poor opening paragraph is why many job hunters fail," said CEO
Robert Waldt. "It is usually a common, general sentence. You need
to immediately establish something unique about the candidate. I
like to see the particular reason -- background or experience --
that tells me why I should hire the person right at the beginning
of the letter."
The Power Impact Technique™ is basically a two-step process
in which you:
1) Analyze the job -- both the noted and assumed needs -- and
determine the most important skills the employer is looking for.
2) Immediately address how you will meet the employer's needs.
The Power Impact Technique™ begins your letter with a strong
opening sentence emphasizing the major selling points and skills
that you would bring to the job. It offers actions and results the
winning formula that really has employers taking notice. Look at
the difference between the typical opening, "I'm applying for the
ad in Sunday's paper" and a couple of openings using The Power
Impact Technique™:
- 10 years in senior management with proven expertise in
international finance for a Fortune 100 company...
- A proven track record in tax accounting....
- Strong managed care management experience with proven
expertise to improve customer service and contain costs....
These openers are eye-catching, designed to get the employer to
see what you can do. The secret lies in simply addressing their
needs right up front. After all, these are the necessary skills
and experience they are seeking.
The body of your letter is used to demonstrate "proof" that you
can perform the duties desired. To develop this "proof," make an
outline of the important points that the employer wants. Just underline
the major items from the want ad or job opening announcement. Whenever
possible, use your network to gather any inside information on what's
most important to that employer for that job. Always keep in mind
this one thing -- what is it that they need me to do in this job
to do it well? Then consider what you have done in your previous
jobs. It is this experience that you want to emphasize.
The next step is to ask yourself "What were the RESULTS of my efforts
on previous jobs, projects, or tasks that I've undertaken?" There's
the key -- to compose your letter, just highlight the duties and
skills needed by referencing your abilities to perform them plus
offer any known results from your past efforts as the proof that
you CAN do the job.
Hiring managers want concise letters. Keep the body of the letter
short, not more than one page. Conclude your letter with the power
phrase "I would like to discuss in greater detail the valuable
contributions I'd bring to your organization." This shows
you're a team player who's productive and focused on being an asset
to the employer.
Your cover letter must develop enough interest to get the employer
to want to turn the page, look at your resumé and say "let's call
this one in for an interview". Implement this technique, and employers
will start calling you.
Source: Winning Cover Letters 2nd Edition Book by Robin
Ryan
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Copyright 2005 Robin Ryan. All rights reserved.
Robin Ryan is considered America's top career coach with over
1000 TV & radio appearances including Dr. Phil Show, Oprah, Fox
News, CNN. She is the best-selling author of: What to Do with the
Rest of Your Life; 60 Seconds & You're Hired!; Winning Resumés;
and Winning Cover Letters; and also the DreamMaker & Interview Advantage
Audio Programs.. Robin has a busy career counseling practice providing
individual career coaching, outplacement, resumé writing services
and interview preparation to clients nationwide. A dynamic national
speaker, Robin frequently teaches audiences how to improve their
lives and obtain greater success. To purchase her books and audio
training programs or learn more about her coaching services call
425.226.0414 or click here: http://www.robinryan.com
Reprints release: Newspapers, magazines, online websites are
granted permission to reprint this in part or whole but must carry
author's bio, book credits and include author's website information
(with link if online) PLUS email author at RobinRyan@aol.com
and state when and where reprint publication will occur. Questions:
contact author at 425.226.0414
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