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This is not usually known, and you don’t want to guess.

Unless it’s a referral or a really specific, serious, absolutely structured job that you know has exactly the requirements and duties you’re going to mention.

Go for the referred offeror, and generic the gig.

Think of the better letter as an ad for your resume. You don’t want it piled and filed. You want it read and spread!

What do all ads have?

Reasons to buy.

Think of someone at a newsstand yelling “Extra! Extra! Read all about the genie!” (Do 1).

The offeror should be enticed to read more about this wonderful person—you. So avoid resume language, and personalize your approach.

Here are the four elements of the better letter:

Your Contact Information

You can’t get interviewed if the offeror doesn’t know how to find you. Make it easy by including all your contact information—even though it’s on the resume. That means full name (including middle initial), address (using “Unit” for any apartment as you would for an owned one), phone and fax numbers, and e-mail address (definitely—free on the Internet).

Make it easy for the offeror to contact you and she’s much more likely to do so. Duh. Yet only around half of the cover letters out there have contact information. Then when they become separated from the resume, Sylvan could have used them.

Your Hook

Your sentence must communicate your purpose. Avoid the usual canned intro and personalize the hook. Once you’ve personalized a hook, you’ll never have to write a canned cover letter again. Oh, sure, you’ll have similar contents and closing, but the hook will make the offeror feel you’re writing just to her. Why have just an okay hook when you can have a hooray one?

This is an okay hook when responding to an ad:

Enclosed is my resume, which I hope you’ll consider for the executive assistant position posted in the Offerors’ News.

Notice how much more pull there is in the hooray hook:

Your executive assistant ad in the Offerors’ News caught my eye because it’s exactly like the position I’ve been seeking.

This second hook gives you a natural lead-in. The rest should read like a letter, not a mini resume. Express interest in working for the company (no position listed).

An okay way would be:

I am writing to you because after five years of experience as a warehouse foreman at a food processing plant, I am now seeking greater challenges and responsibilities.

Now, the hooray way:

I’ve followed the growth of Sandstone Sanding during my five years as a warehouse foreman. I’m impressed by what I’ve seen and welcome the opportunity to speak with you regarding how my experience will contribute to its expansion.

Your Whatever

You’ve hooked the offeror. He wants more specifics. That’s what you offer in the body of the cover letter. If you’re responding to a classified ad, repeat the requirements back as qualifications. Usually no more than two or three items. This is always a one-page letter.

Keep the letter flowing as you describe your years of experience, your skills, and successes. Using bullets or subheads sounds like you’re just copying your resume.

Don’t include your salary expectations, even if the ad requested them. You’ll be instanting forthwith and can work your salary spell then.

Your Next Move

You’ve written a great letter. Now, a firm handshake. Say you’ll contact the offeror the following week. If it’s a blind ad, give your phone number and e-mail address again. You want to discuss your ideas and the company’s needs.

You want a one-on-one meeting. You always want a meeting. You’re Mr. or Ms. Meeting. You meet and greet. You greet and meet. You take a seat when you meet. You repeat when you meet. Offers are sweet when you meet.

See what I’m saying? Accept this. Turn yourself into an interviewin’, offer-gettin’ meeting maniac! Different symptoms from resumania. They include juggling many offers simultaneously.

Personalize that better letter, and you’re—well—covered!

Do 9: Broadcasting a Letter with High Bandwidth