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Be sure to specifically tailor your letter to the job you’re applying for. If you’re answering an ad or online job posting, the specifics of your cover letter should be tied as closely as possible to the actual wording of the ad you’re responding to. In his book, Don’t Send a Resume, Jeffrey Fox calls the best letters written in response to want ads “Boomerang letters” because they “fly the want ad words — the copy — back to the writer of the ad.” In employing what Fox calls “a compelling sales technique,” he advises letter writers to: “Flatter the person who wrote the ad with your response letter. Echo the author’s words and intent. Your letter should be a mirror of the ad.” Fox notes that when the recipient reads such a letter, the thought process will be: “This person seems to fit the description. This person gets it.”

A particularly effective way to deploy the specifics of a want ad to your advantage is to use a two-column format in which you quote in the left-hand column specific qualifications that come right from the employer’s want ad and in the right-hand column, your attributes that meet those qualifications. The two-column format is extremely effective when you possess all the qualifications for a job, but it can even sell you when you are lacking one or more qualification. The format so clearly demonstrates that you are qualified in so many areas that the employer may overlook the areas in which you lack the exact qualifications. See a sample letter in a two-column format.

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Don’t rehash your resume in your cover letter. You can use your cover letter to highlight the aspects of your resume that are relevant to the position, but you’re wasting precious space — and the potential employer’s time — if you simply repeat your resume.

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Typos, misspellings, and incorrect grammar/punctuation can be fatal in a cover letter (resume, too). Your letter reflects your ability to write and communicate. Be sure your document is letter-perfect before sending it out. Proofread your letter. Put it down and proof it again a few hours later with a fresh eye. Then enlist a friend to review it for errors.

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Avoid being boring and formulaic in your cover letters. Don't waste your first paragraph by writing a boring introduction. Use the first paragraph to grab the employer's attention. Tell the employer why you are writing and summarize the reasons you are qualified for the position, expanding on your qualifications in later paragraphs. Read more. Don't use such cliches as "Enclosed please find my resume" or "As you can see on my resume enclosed herewith." Employers can see that your resume is enclosed; they don't need you to tell them. Such trite phrases just waste precious space. Write a letter that will make the employer want to get to know you better.

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Try to avoid addressing your cover letter to “Dear Personnel Director/HR Director,” “To Whom It May Concern,” “Dear Sir or Madam” (or worse, “Dear Sirs”) instead of a named individual — all lazy approaches that show the employer that you were not concerned enough to find out the name of the person with the hiring power. It’s not always easy to find the name of the specific hiring manager, but try to do so if at all possible. Usually, you can just call the company and ask who the hiring manager is for a given position. Tap into your personal network to learn the names of hiring managers. Let’s say a company post an opening online. You know someone who works at the company. Ask your contact to find out the name of the person hiring for that position. Also use the library, phone book, and Guide to Researching Companies, Industries, and Countries Internet to track down names of hiring managers. The worst-case scenario is that your letter will begin “Dear Hiring Manager for [name of position]:” It’s not the best approach, but if you absolutely cannot find a name, this salutation does at least provide some specificity.

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Don’t tell the employer in your cover letter what the company can do for you instead of what you can do for the company. This mistake is particularly common among new college graduates and other inexperienced job-seekers. In most cases, employers are in business to make a profit. They want to know what you can do for their bottom line, not what they can do to fulfill your career dreams. Tell the employer how you can meet his or her needs and contribute to the company.

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Always send a cover letter with your resume. Sure, there are some employers that don’t read them or place much importance on them. But since you don’t know whether the employer you’re writing to reads and values cover letters or not, you must include a letter.

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Don’t close your cover letter by leaving the ball in the employer’s court. Too many cover letters end with a line like this: “I look forward to hearing from you.” Proactive cover letters, in which the job-seeker requests an interview and promises to follow up with a phone call, are far more effective. Don’t be vague about your desire to be interviewed. Come right out and ask for an interview. Then, take your specific action a step farther and tell the recipient that you will contact him or her in a specified period of time to arrange an interview appointment. Obviously, if you say you will follow up, you have to do so. If you take this proactive approach and follow up, you will be much more likely to get interviews than if you did not follow up. This follow-up aspect is another good reason to obtain the specific name of the hiring manager. Here’s a sample closing paragraph requesting specific action and describing the writer’s planned follow-up:

I would like to be considered for a sales position in which someone of my background could make a contribution. I will contact you soon to arrange for an interview. Should you require any additional information, I can be contacted at the phone numbers listed above.

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Test your cover-letter knowledge about cover letters with our quiz. Here’s one quiz where it’s OK to “cheat;” feel free to refer to the Quintessential Careers Cover Letter Tutorial to find answers.

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Kevin Donlin offers a number of great cover-letter tips in several chapters in the terrific e-book, The Last Job Search Guide You’ll Ever Need: How to Find — and Get — The Job or Internship of Your Dreams!. Here’s a sampling:

1. Cut down on sentences that begin with “I” and adopt a “you” perspective. Note how ad copy is liberally sprinkled with “you.” Your cover letter, after all, is an advertisement for your resume.
2. Use your cover letter to convey enthusiasm for the job you’re applying for. Enthusiasm sells.
3. Using a proactive closer in your letter, in which you state that you’ll follow up to schedule an interview will set you apart from the crowd with its determination and confidence.
4. Instead of just relating what you did in your jobs, tell what the outcomes are. Impress employers by telling them what positive things happened as a result of what you did.

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