How to Say What They Want to Hear

Following a formula is not only the easy way to write a cover letter – it's also the successful way. But that doesn't mean you can't look for other ways to enhance your writing. The trick is taking the formula and tweaking it so it takes into account all the needs and wants of your potential employer.

Writing a breakthrough cover letter is similar to following a recipe. If you put all the ingredients together in the right way, you'll always produce a satisfying piece of work. But, while following a recipe is a surefire way to create a great dish that satisfies hunger, it's not the only way to achieve satisfaction. Adding a few extra-special ingredients to a basic recipe places you in the "gourmet" category.

The key to a "gourmet" cover letter is choosing wisely and not mixing too many strong, competing flavors. You don't want your dish to be overwhelming or inedible; you just want to make sure its taste will be remembered, and remembered with pleasure. No matter what you add, though, you must preserve the basic essence of the dish. Yes, you can add elements to give your cover letter a subtle, unique spin, but you never want to digress too far from the basic outline I've provided in this guide.

There's one essential point to keep in mind at all times, regardless of your approach to constructing a cover letter. The aim of a cover letter is to prove to the employer that you have the experience, skills, and credentials for the job – and that you want to put those talents to work for him.

You never want to appear desperate or overeager, and you never want to give the impression that the employer holds your life in his hands. You should convey the feeling that you can contribute to the company if given a chance and that you want to help the company rather than the other way around.

To help you convey the right impression, I asked Jacqui Barrett to draw from her extensive experience working with hiring managers, recruiters, and job-hunters. I asked her how best to say what the employer is waiting to hear.

» Show your passion for the particular company by presenting a vivid summary of relevant credentials.

» Inject your personality into the letter while maintaining a professional tone at all times.

» Speak in your own "voice." You might even interject a touch of humor if it seems appropriate and is within your comfort zone.

» Address the bottom line. For example, if you're applying for a regional sales manager position for an area experiencing declining sales, you'll want to show how you've turned around other sales regions in the past. Punctuate your list of successes with numbers (dollars or percentages). If a position requires analytical problem-solving skills in a manufacturing environment, you might describe how you reduced inventory costs through systems re-engineering and process improvements.

» Differentiate yourself from the competition. Impress the employer with this initial contact and assure him you are the very best fit for the position. Make it clear you are someone who can hit the ground running and keep on running. Let him know he can maximize his return by investing in you.

What Jacqui is saying is that your letter is a sales pitch – you've got to make it persuasive. The best way to do that is to show that you're the right person for the job. Remember that point and you'll never run into the problem of allowing your letter to get away from you.

Karen Silins has been a professional resume and cover letter writer for 16 years and is the acting president and executive board member of the Association of Online Resume & Career Professionals