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campaign, with an important addition—phone follow-up. It’s called mailphone and doubles—even triples—the results from direct mail alone.

You’re in the interview industry. Its mission is to get you happiness, money, and prestige. Follow the methods that the pros use, and you can’t lose.

The proof of direct mail effectiveness fills your mailbox every day. Focused direct mail is a multibillion-dollar industry.

Direct mail works because it’s targeted. Unlike a commercial broadcast or advertising space, a direct-mail message doesn’t compete with other advertisers for attention. If it gets to the interested party, and it gets opened, it gets the offeror’s undivided attention. This is more than any media advertising provides. That translates into incessant interviews.

Direct mail is also the most scientific, controllable, and cost-effective method. A direct-mail jobseeker marketing campaign outperforms any you-against-the-world, one-step-at-a-time approach to the job market. A phone or mail campaign leverages your time and gets your name in front of offerors faster. Then your body follows instantly.

Identifying an Instant Icon

Select or cold-call to find an icon—someone whose name or position will instantly impress an offeror. Perhaps a distant relative, or a friend of a friend. Someone who appears successful, trustworthy, and credible.

The Look of the Letter

The format for the letter is similar to the broadcast letter in Do 9. The process for identifying offerors is the same too. Managers, not human resourcers.

This letter should not look mass-produced. Do not use “To Whom It May Concern” or photocopies. Each letter should be on high-quality (at least 24-lb.) bond paper. The reference’s letterhead, with raised type and watermark, is the best look for this one.

If you have access to a computer with a mail-merge program and a letter-quality printer, prepare originals on the reference’s letterhead.

If the reference cannot supply you with 50 or more sheets of letterhead, you will have to resort to photocopies—but make sure they are on quality, 24-lb. white or ivory bond paper. It copies best. (The offeror may do a little internal mass mailing for you.)

All letters should be signed individually by the reference. Envelopes should be typed individually. Don’t use a typed label.

This is personal correspondence. Offerors open envelopes that are personal.

The Content of the Letter

The letter should be sincere, measured, and factual, but it must be riveting and convincing. You have only a few seconds to capture the offeror’s attention.

She’ll look at the icon’s letterhead first. If that interests her, she’ll glance down at the signature and read any P.S. that appears below it. (Direct-mail pros pack their hardest sell into the P.S.) If an offeror is still interested, she’ll read the opening paragraph.

Each element of the letter must captivate the offeror enough to go on. If she gets to the opening paragraph, it has to keep her reading. Study the example that follows.

Use language and tone to sell value, to create interest, and to stimulate response. When you call, the offeror will be ready to interview you!

SAFETY INSURANCE COMPANIES

Corporate Headquarters

One Founders Plaza

Davenport, Connecticut 06210

555-555-5555

Henry V. Tattersall, III

Chief Financial Officer

(date)

Edgar O. Winston

Chief Financial Officer

General Investors Group

1200 Park Avenue

New York, New York 70011

Re: Joel M. Adams

Dear Edgar:

As chief financial officers of multinational companies, you and I know the importance of an internal audit process. But talented, skilled, effective audit managers are almost impossible to find.

Joel Adams is one of them. As a manager of audit management with direct responsibility to the CFO, Joel uses his understanding of the audit process to solve complex financial problems.

Joel reported directly to me in my former position as CFO at Amalgamated Industries. Amalgamated’s acquisition by Consolidated Brands has placed him on the job