3 Steps to an Eye-Catching Cover Letter

The 1-2-3 of Effective Cover Letter Writing

(click below to view the video or read on if you’d prefer!)

Welcome to this article on how to write an eye-catching cover letter. It follows on last month’s offering in which I shared my top 5 tips to help cover letteryou produce a CV which would get you noticed by its reader and get you that interview you deserve. If you missed it, just click here to catch it up.

In this article, I will focus on the top 3 ingredients you need to put in your cover letter. But first, let’s remind ourselves about what a cover letter is and what role it plays. Well, a cover letter is a concise letter – no more than a single page with plenty of space on the sides, top and bottom filled with 3-5 paragraphs which, in turn, do not each exceed 4 lines of text to keep that airy feel – that you send together with your CV when applying for a job. If it’s well done, it will help your CV get noticed by creating a good impression and generating interest for your professional achievements.

Let’s not beat around the bush: the cover letter plays a crucial role in terms of winning that job interview you aspire to. That short piece of text introduces you in the context of a role you believe you are qualified for. It is written in simple English to eliminate any risk of misunderstanding, confusion or irritation. You will find advice about cover letters which recommends making them formal: I say make your letter respectful – of your reader’s time and intelligence. And respectful of you – your track record, the time you invested and the care you took when applying. Remember also that your cover letter is the only opportunity for a bit of personal touch which your CV cannot do. Unlike a CV which convinces about your abilities, a writing a cover lettercover letter can convince about your enthusiasm for the position, show your high level of interest as well as your sound knowledge about the role.

I therefore want to suggest to you that your cover letter is both a prequel and a sequel to your CV. On the one hand, it introduces the CV, wetting the reader’s appetite about your capabilities – if not, your CV will end up in the bin. But it is also, and I appreciate that this may sound bizarre, a sequel: because the cover letter never goes into the level of detail which the CV addresses, it is therefore only an interpretation of the information you share in your resume. What it isn’t is a repetition: if it were, the risk would be that the CV might appear boring to the reader and they won’t finish it. A last word: some cover letter advice will suggest that you feature in your letter information which is NOT in your resume. I disagree strongly:  my view is that anything you mention in your letter will be elaborated on in your CV. You don’t want to awaken your reader’s interest and then not satisfy it.

OK, so now that we’ve clarified the important role of the cover letter as part of a job application, let’s look at what I call a 1-2-3 process around your opening, body of the letter, and how to close.

1. You open with why they should hire you.

Explain clearly what role you are writing about. Refer clearly to the position you are applying for (including, possibly, where you saw it advertised or hire mewhere you learnt about it) so as to leave no doubt in your reader’s mind what job this letter is about. But of course you are not writing just because you happened to see an ad or hear about XYZ position: you mentioned the position to make it clear which one you are discussing but, more fundamentally, because you are ideally suited to it. You need to say this – in one or two sentences tops – upfront. This sets the tone for the rest of the letter. You are not writing about a job, you are writing because they need you. If you make your case well, your reader will not be able to help looking overleaf at your CV and you will be one step closer to the interview.

2. You tell them what you can do them and how.

Now follows a series of 2-3 short paragraphs which elaborate on your suitability. This part promotes your achievements as a professional and, if you feel confident enough to mention those too, your qualities as a person. alignmentThis is the part which interprets the CV as I wrote above. In substantiating how your capabilities meet their requirements, take care to echo some of the words of the advert or job description: that will make the connection between you and the job all the clearer and stronger.

Remember my "so what?" question when I was discussing CV writing? It’s valid here too: a cover letter is short, so you need to be even more selective about what you mention there. So don’t just tell them what you can do: illustrate how you work with references to past achievements. This means you start telling your reader a story – a story whose end is in the CV if they want to find it out.

3. You close with a bit of flourish.

A lot of cover letters end by thanking the reader for their consideration (of you as an applicant). That is all right but your reader won’t take any notice of this formulaic conclusion. So let me advocate a short paragraph ahead of this "Many thanks for your consideration & kind regards" type of mention before you sign: a short paragraph so you re-state your case for getting the position. Just like you can’t have repetition between the cover letter and the CV, you cannot either have repetition between your opening statement and your closing paragraph. This means that some degree of creativity may be called for and this represents a delicate exercise – so delicate in fact that many dare not. But if you do and you succeed, you will stand out from your competition: for that reason, and given the state of the market, let me therefore encourage you to give this challenging exercise a go at the Fireworks Showvery least. The right kind of pizazz will enhance your reader’s opinion of you.

A final word: some cover letter experts recommend you mention that you will follow-up and to give an indication of when you will do so and how. My view is: do mention that you will follow-up because it shows this application matters to you given that you believe your skills are a match. Following up makes perfect sense and shows your commitment to this overall effort. Do say how you will be in touch but don’t mention when – I think that makes you look just a tad too keen.

There you have it: a review of the role of a cover letter in a job application process together with a 1-2-3 approach to putting together a text which will catch your reader’s eye. How does that land with you? I’m sure you have written many cover letters: does this sound like what you’re doing? And if not, I hope my suggestions will have provided food for thought. As always, I’d love to hear your views so please do share! Let me invite you to be in touch: to email me, just click here.

If this article resonated with you, don’t hesitate to contact me for a chat where we would explore what is going on for you and what you would like to have happen. To contact me, click here.

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Comments

  1. daan koppejan says:

    Dear Alexandra,
    Your recommendation not to use jargon confirms my thoughts about the reader of the cover letter: being someone who has no clou what they are talking about!
    For instance, I am in credit risk management and held a number of positions in Boards of banks in developing countries as Chief Risk Officer (CRO).
    If a CRO for a bank in a developing country is looked for and I apply, you would expect to be dealt with in a serious manner.
    That is normally not the case: or you do not get a reaction at all or an automated rejection.
    Now I understand why: the boy/girl who is reading my cover letter and CV has no idea and I suppose they only talk to people who can write “nice” letters. Whether this applicant is suitable for the job can not be decided upon by the reader of the CV.
    Must be an horrid job to be an head-hunter or to work in HR!
    Kind regards,
    Daan Koppejan

    • Alexandra says:

      Hi Dan and thank you for sharing your experience.
      What I have observed is that, for a given job application, a number of folks in the hiring company are likely to read your CV but the first one is indeed usually someone from HR. Such a person will not have — nor be expected to have — any particularly technical knowledge and therefore use of jargon is not recommended. That does not mean that your application will not be dealt with seriously, just that there are hoops to jump through as part of the process: knowing how things work allows us to play the system and make sure it works for us, wouldn’t you agree? I wish you all the best with your next cover letter! Alexandra

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