Quick Tip – Focus on What They Want

Your cover letter isn’t only about you – Issue #60

I’ve read way too many cover letters that were all about the candidate. I get it; you think that the cover letter is your best chance to tailor your message and pitch yourself in a more personal way.

Resumes feel so dry and cold.

However, the point is to connect the dots between who you are and what they want. The cover letter isn’t meant to be your biographical professional story. It isn’t a chance for you to talk about what you want (e.g., “I’m seeking a growth opportunity…”.

It is meant to be a selling tool.

The only goal is to convince them to contact you. You want to be moved into the next phase of the hiring process, instead of having them toss your resume into the discard pile.

Open with your elevator pitch, but make sure you’ve customized it to map tightly to the job description. Your pitch should make them sit up and take notice. They should be thinking, “Hold on. This person sounds like they might be a great fit for our position.”

Then, talk about how amazing you think their company is, what intrigues you about the role, and what you think they need. Now, briefly describe how your talent, skills, and experiences are the perfect fit for the job and some ideas for how you’d apply all of that once you’re hired.

Remember, you are essentially “the product.” When you play the role of a salesperson who must pitch that product to a potential customer, would you write an endless list of features? Would you even dare to mention what you want (e.g., “Hey, I’d like to make this sale, get a big commission, and buy a new car! Can you help me out with a purchase?”)?

No, you would explain how your product solves all of their problems. You would demonstrate a deep understanding of their needs and show that customer how your product is their dream come true.

The next time you write a cover letter, keep their needs in mind. Pay close attention to how they’ve written the job description. Explore their corporate website, understand their vision and mission, and find out what keeps them up at night in their latest news and interviews.

Write your cover letter to show them that you get it. You know who they are, what they are about, and you know exactly what they need. You.