I am usually asked if it is important to include a cover letter with a résumé and unless you are specifically told not to, my response is always, absolutely!!! However, not all cover letter formats are effective. There is one technique though, that I feel gives a punch and I recommend over all the others. It is called the Power Impact Technique.
The Power Impact Technique cuts to the chase and conveys to the employer why they should listen to you. It is a two-step process. First, you need to understand what skills you have that the employer is looking for and second, you need to demonstrate to the employer how you are qualified and how your skills will help them in regards to what they are looking for.
I’ve noticed that, over the years, many cover letters that have crossed my desk have listed what the applicant is looking for and what they want. Many people don’t realize that instead, they need to convey what it is they can OFFER the employer and not their own wants and needs. By using the Power Impact Technique, this technique outlines why an applicant is qualified to do a particular job and it showcases accomplishments instead of past duties or job descriptions.
Since the average applicant competes with about 300 other applicants for any particular position, it is absolutely critical that the cover letter they submit GRABS the attention of the reader and compels that person to want to turn the page and read the résumé – or pick up the phone to call to set an interview.
The worst way to begin a cover letter is by saying, “I am writing to apply for the ad that I saw in the Sunday paper (online, etc.). Well, of course you are or you would not be applying, right? Applying because you “saw an ad” somewhere goes without being said. There is no need to waste valuable space on your cover letter by telling the reader the obvious. Instead, you might want to start by saying something like, “I noticed you are looking for a graphic artist and I have over ten years of experience working with clients to help them produce effective marketing tools.” This reminds the employer, straight off, what they need and why you are applying.
To help guide you in this process, take a look at the steps below and see how you can incorporate them into your next letter.
1. Analyze the job you are applying to. Understand both the assumed and noted needs the employer is seeking.
2. Determine if you have what the employer needs. Typically, if you have at least 70% of the skills needed, it is safe to apply.
3. Begin with a strong opening that focuses on the skills you have in accordance to what they are looking for.
4. The body of your letter is used to demonstrate “proof” that you can perform the duties the employer desires.
5. Ask yourself – What were the results of your efforts on previous jobs, projects, or tasks that you have undertaken? By relaying these facts to the employer, you qualify that you can do the job.
In writing your letter, you don’t want to waste too much time, or space, talking about job duties. It is more effective to talk about the accomplishments you produced in response to those job duties.
Finally, conclude your letter with something like, “I would like to talk about the valuable contributions that I can bring to your company,” and always include a phone number so they know how to reach you. You don’t know how many cover letters and résumés I have screened that did not have phone numbers on them. It’s a shame that those people missed out on good opportunities because they did not include a way to be contacted. If you say you will contact them at the end of next week to follow up, make sure you follow up. Don’t write anything in your letter that you do not intend to do.
Here is a template to help you get started. Good luck and please let me know if this worked for you. I would love to hear your success stories!!! - Debra Manente
THE “POWER IMPACT TECHNIQUE”
YOUR NAME
YOUR ADDRESS
YOUR PHONE ▪ YOUR EMAIL
Date:
Name of Contact:
Business Name:
Address:
Phone: (You do not need to list this if you do not know it.)
Fax: (You do not need to list this if you do not know it.)
Re: (This is where you put the purpose of this letter, (ex. Re: Internship or Re: Marketing Coordinator Position, etc.)).
Dear: (name of person or “Hiring Manager”)
Over ____ (#) years of experience (or “current senior in college studying marketing), in ______________ (field/key words) is the expertise I’d bring to the _____(job opening) position at ________ (company). My strengths are in the areas of _______, _____ and ________.
Highlights of my experience/college experience include (Relate these to what the employer is looking for):
- __________
- __________
- __________
The opportunity at _______ (company) sounds very exciting to me and I am impressed with how ___________ (company) ___________(list comments about the company’s website).
I feel there is a great deal I can bring to ______(company) because I have ______, ______, _____. Please call me at _______ (phone #) to discuss the valuable contributions I can make as part of your team.
Sincerely,
Name
