Someone has been giving my prospective candidates lousy advice. For years, I have received resumes with absurd cover letters. Many are bizarre. The worst begins with “In this challenging economic environment.” Are you kidding me? If they were trying to impress me, they failed. They nullified their most crucial sentence with something trite and boring. I do not know who advocates for this style, but they have done significant damage.
Here is a typical example.
Dear Mr. Weber:
As a marketer and executive leader, I’m known for creating awareness that drives action and achieving transformational growth for startup, emerging, and mature brands. Most recently, I launched and built a challenger activist brand into a nationwide community movement that drove historic electoral wins. My experience, however, largely spans for-profit industries-art, luxury, and tech where I developed deep expertise in digital communications and brand-driven marketing strategy.
The first time I saw this letter, I did not read past the first sentence. I doubt that any recipient did. Why should we? The writer took forever to get to the point, a big waste of time. Possibly a good second paragraph, this is the wrong way to begin a cover letter.
This letter went on for seven more paragraphs, totaling 432 words. It was not until the last paragraph that the author stated what she wanted. Even then, the description of her ideal role was unclear. Her most specific point was that she wanted to work for “brands that support social causes or are committed to investing in and evolving a social impact function.” Since most corporate strategies include a ‘social cause,’ this point was unnecessary. More wasted time
While researching this topic, I did not find anyone advocating for this style of a cover letter. The advice on this subject is consistent with my thinking. So, what is the origin of this style? I wish I knew! It makes me wonder if I should send this post to every candidate who violates the rules for writing an effective cover letter.
What is a Cover Letter? Why is it necessary? These are useful questions. A cover letter is an introduction. It tells the reader who you are, why you are contacting them, and enclosed additional information, like a bio or a resume. It is handy when sending information unsolicited. Whenever you send your credentials to a prospective employer or client, use a cover letter. Today that is usually via email.
The purpose of a cover letter is to entice the reader to give your enclosure a thorough review. You should provide enough information to captivate their interest, but not so much that they decide against your interests. From a marketing perspective, a cover letter is a ‘teaser.’ Your letter must spark the reader’s curiosity, compelling them to review your credentials. The letter or email should answer three questions.
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- Who are you?
- Why are you contacting me? What do you want?
- Why should I give you serious consideration?
You must address the first two points in your first sentence. The remainder of your cover letter provides a summary of your qualifications. Three bullet points are sufficient. Let the attachments explain your skills, experience, and interests. Finally, thank the reader for their time and ask for an interview. Make it effortless for the reader to absorb your message.
Three Types of Cover Letters
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- Responding to a specific situation (job posting) including a resume
- A cold introduction seeking a specific situation (may or may not be a job opening)
- A networking introduction (a bio or a detailed intro letter)
A Caveat. An introductory letter without attachments can be powerful. In this event, the writer makes a compelling case for her candidacy on one full page. When closing, the writer offers an invitation to request more information if interested. This tactic is appropriate for cold introductions, but the letter must be flawless. It is most effective when sent via USPS. It is not suitable for most situations.
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Jim Weber – Managing Partner, ITB Partners
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