Truth 28. Cover letters matter, big time

When Simon applied for a new job, the cover letter he submitted with his résumé made the “10 worst letters of the month” list at the company where he wanted to work. The letter was posted on a bulletin board in the HR office, distributed all over the company to people who looked forward to a monthly joke, and was no doubt sent by some recipients to their personal e-mail lists.

Like many job applicants, Simon had taken a lot of trouble to polish his résumé, and then dashed off a quick cover note with little thought. The result was an embarrassment of poor content, language, grammar, spelling, punctuation, and even capitalization.

We think it’s fair to say his letter didn’t succeed.

When employers ask for cover letters (even with online applications) along with your credentials, they mean it—they want a letter, not a spontaneous-looking e-mail or text message. They will most definitely judge you on how well you’ve written it.

This is perfectly fair. Employers want to see how you handle yourself in writing, which most consider a critical skill. If employed, you may not be asked to draft proposals or articles, but you’ll be communicating often by e-mail and probably other written media. In many cases, you’ll be representing your employer. The better you can do that, the more of an asset you will be.

So, badly written letters are the first filtering mechanism that consigns your résumés to that circular file, the wastebasket. Those who do the filtering love it when your cover letter fails: They always get more applications than they want to read. And the higher up the company ladder you aim, the higher the writing standards you’re expected to meet.

Writing the cover letter—You’re answering the following ad for a marketing job, which specifies a cover letter. If marketing is not even close to what you do, even better—practice putting yourself in someone else’s shoes.

Position Open: Assistant Marketing Manager

Algorhythm Guitars, America’s third largest manufacturer of guitars, is creating a new position in the marketing department due to recent sales growth. Responsibilities include strategic planning support, presentations, working with the sales team, and interfacing with top management. Requires relevant marketing experience, excellent communication and people skills, ability to create and track new programs, and effective team management.

Let’s assume you’ve got some basic qualifications, but it’s a stretch. How do you plan your cover letter?

What’s your goal?—To get the job? Sure, but narrow that down more exactly and see what happens. Your first goal is to keep your résumé out of the employer’s wastebasket. Your next goal is to get the recipient to read your attached résumé with a favorable bias. So you do not have to include all your qualifications and personal history. In a way, you’re introducing yourself through the cover letter, just enough to make you a person of interest. Your résumé will carry the conversation from there.

This is important: Think of it as divide and conquer. Just about every communication should contain the least information that will accomplish your purpose. How liberating is that?

Who’s your audience?—You may be responding to the Human Resources department, the Marketing department head, the company president if the firm is small, an unidentified person’s name, or an anonymous e-mail address. Often your application will proceed through a series of checkpoints—when you’re lucky.

So, what’s the useful way to define the audience? As businesspeople. No matter how trendy the organization, when it hires, it’s a business proposition.

What does this tell you about tone?—When you anticipate multiple audiences with different standards and interests or can think of no way to visualize your reader, be formal. It’s always appropriate in an arena like the job application. This doesn’t mean you should write stiffly or in an old-fashioned way. The piece should be gracefully written and, if possible, project some personality, which résumés can’t do.

Content—What points to make? Brainstorm your experience for matches with the ad’s requirements. Assuming you are a suitable candidate, your résumés should be proving that you meet the specs. But what will help you rise above the competition? Perhaps…

• You play an instrument yourself.

• You worked two summers in a music store.

• You’re a member of Toastmasters.

• You co-managed a successful marketing initiative that involved strategic planning.

How to lead and follow through—Your opening should immediately identify why you’re writing, confirm that you meet the basic requirements so you’re not wasting their time, and introduce your special strengths as soon as possible. Here’s one way:

Dear Ms. Rinehart:

I’m a marketing professional with more than five years of experience in the music industry, and I’m very interested in the new assistant marketing manager position at Algorhythm.

My five years of related work experience are backed by formal training, and I’ve developed my presentation skills as an active member of Toastmasters. As a serious amateur guitarist, I can bring an in-depth understanding of your company’s market to the role. My early work as a music store salesperson gives me an even broader base for creative strategizing.

Recently I conceived and co-directed a successful marketing initiative that involved working with the company’s leadership and the sales team. The results have measurably increased this year’s sales figures. I look forward to exploring my qualifications with you in person.

That’s all you need.

With cover letters for jobs, remember to echo their specs and buzzwords—our short letter references most of them. This will not be seen as unoriginal, but as understanding what the ad said and establishing yourself as a kindred spirit. So read any ad you answer 10 times to absorb its content—and its tone.