Customize Your Cover Letters:
The Key to Getting Them Read!

by E. René Hart, CPRW

In my article, "In the Face of Changing Times, Flexibility is a Critical Weapon," I talked about the tightening labor market and how the "one size fits all" approach of generic resume and cover letter writing will no longer be effective.

What exactly *is* a customized cover letter, anyway? Many job seekers believe it's enough to put a contact name/address in the letter, but customizing your approach means researching a company's needs and devising a strategy to demonstrate that you're the perfect solution to the company's particular problem.

Let's say, for instance, that you've been following a company's growth in the market through your review of the daily newspaper or industry trade journal. You see that the company has excelled in its traditional marketing efforts, but there's no mention of its efforts to focus a particular segment of their services to the broader Internet audience. Since your expertise is in Internet business development, this is right up your alley!

In developing your cover letter for this company, you would be savvy in pointing out this new revenue stream to them and outlining (briefly) where their specific needs lie. Of course, you will also want to spend some time showcasing the success you've had developing eCommerce business channels for other companies, which will illustrate exactly why you're the best person to spearhead this new venture!

Another way to personalize your cover letter is to develop a relaxed conversational style that welcomes the reader into your embrace, so to speak. Dry, uninspiring copy is a major turn-off to hiring managers. Engage their interest with lively verbiage that they can wrap their brains around. Business people read boring reports and proposals and analyses all day long; it's refreshing to see something a little off the beaten path.

Most of all, you want your cover letter to reflect a clear understanding of the prospective employer's needs. Creating a document that addresses issues of irrelevance is the fastest way to get your resume tossed in the "NO" pile.

One word of caution: don't make the cover letter about YOU. It's kind of an oxymoron...after all, you're writing the company to tell them why they should hire you. But you have to take a different tact and turn the tables so that you're focusing on THEIR needs and not yours. Sure, you need them to hire you, but that's not going to be reason enough for them to do it. Uncover the need, then demonstrate why you're the solution!

Max Messmer, Chairman and CEO of Robert Half International, Inc. (the largest specialized staffing firm in the world), was once quoted as saying, "I would be lying if I told you that I read every resume that crossed my desk. But I have almost never not looked at a resume that was accompanied by a solid, well-written cover letter."

That speaks volumes as to how critical a role the cover letter plays in your initial introduction to a company. Make the most of it!

Copyright 2002 E. René Hart