How Does the Elephant Write a Cover Letter? One Section at a Time!

When faced with a large and complex task, how often have you heard a manager or team member dust off that old adage about "eating an elephant one bite at a time" thinking that this kernel of wisdom is all the motivation you need to jump into action? Well, forget about eating the elephant. What if that poor elephant had to write a cover letter? Does he just skip it or take on the task one section at a time? It would help if he had a template and set of instructions to follow.

Today, in Episode 12 of the AdvantEdge Job Search Process?video series, I share how to write a cover letter that is compelling, effective, and can help you win your job search. Specifically, I address three topics. First, how to structure your cover letter. Second, how to use the cover letter to highlight alignment with your value proposition. And finally, best practices for formatting your cover letter.

About writing, Benjamin Franklin once said "Either write something worth reading or do something worth writing." Writing is hard work. Many famous authors have stared for days at a blank page. So you may be tempted to invent all kinds of reasons not to do the hard work and write a cover letter. It's easy to listen to people tell you that cover letters are a waste of time. Don't take the bait.

If you have not already watched Episode 11 of my video series, go back, and watch it now. In that video, I walk you through the how and why of cover letters as an essential tool to help you rise above the competition and win your search.

Before we dive in, I want to discuss what physical format your cover letter should take. E-mail or stand-alone business letter. There are really three options.

• Option 1: Embed the content of your cover letter in the body of an email with your resume attached to the email.
• Option 2: Write the cover letter as a standard business letter and attach it as a separate PDF along with your resume. So, two separate files are attached to the email.
• Option 3: Create a single consolidated PDF that includes both your cover letter and resume. Attach that one file to the email.

Everyone is going to have an opinion. I do as well. First off, if the organization to which you are applying has a specific process, follow those steps exactly as specified. But if you have the freedom to choose, I am always choosing Option 1. Embed the content of your cover letter right in the body of the email so that your message and value proposition are front and center with the highest level of visibility.

A blank page can be intimidating when trying to write a cover letter. So, let's start first with a template that you can follow to add some structure to that blank page and make the cover letter writing easier for you. I break a cover letter structure down into seven essential elements. Header, Salutation, Introduction, Hook, Value Proposition, Call to Action, and lastly, the Signature.

1. Header: This may sound really basic, but a cover letter must include your contact information. The elements of your contact information should be the same as your resume. First and Last Name, City and State, Phone, and Email. If you structure the cover letter as a stand-alone formal business letter, then place your contact information at the top of the letter. If you send your cover letter as an email, put your contact information at the end of the email below your Signature.?
2. Salutation: This is the formal greeting at the beginning of a business letter or email. The Salutation is only one line and typically only 3-4 words but requires proper formatting and consideration. Think Dear Daniel Troup. But here's the catch, under no circumstances should you begin the Salutation with "To Whom It May Concern." If that's your opening salutation, stop writing the cover letter and go back and research the target more extensively to develop better contact information.
3. Introduction: This first paragraph is a maximum of two sentences. The first sentence is a clear statement identifying what job posting you are applying for or what type of position you are seeking. The second sentence indicates how you came across the opportunity, for example, through a named referral or research.
4. Hook: Like your elevator pitch, the foundation of the hook paragraph is an attention-grabbing statement. Think about one or two sentences that pull the reader in and motivate the target to continue and read the rest of the cover letter. Focus on your personal connection to the brand, organization, or culture fit and why this connection motivates you to want to work in the position and for the company.
5. Value Proposition: Here you map your skills and experience to the specific requirements of the job posting or career target. You align your qualifications to the position and organizational needs. The value proposition is not a restatement of your resume. Instead, it is a compelling story of how you are the most uniquely qualified candidate for the target organization and position.
6. Call to Action: Never leave your message just floating in thin air. In a maximum of 1-2 sentences, you close by expressing your interest in a direct conversation and precisely when and how you will follow up on the initial communication. Do not be afraid to ask directly for what you want from your target.
7. Signature: Always precede your electronic or physical Signature with a positive closing statement. I am partial to statements such as: "Sincerely" or "Best regards."

Now let's circle back for a discussion on that fifth element, the value proposition. Your cover letter is another opportunity in the job search sales cycle to highlight precisely how your value proposition aligns with the targeted position and organization. I have three specific cover letter techniques that you can use to highlight the alignment of your value proposition to the target position.

• The first technique is the Standard Paragraph. With free-flowing text, you use the value proposition paragraph to describe how specific elements of your skills and experience align with the primary position and organization requirements.
• The second technique is the Bullet List Paragraph. In place of the value proposition paragraph, you paraphrase the primary requirements as three to four bullet points, each bullet point followed by a sentence demonstrating the alignment of your skills and experience.
• And lastly, we have the Matrix Paragraph. Here you insert a two-column and up to four-row table. The left-hand column lists the critical position and organizational requirements. The right-hand column includes a sentence demonstrating the alignment of your skills and experience.

Whether using the bullet list or matrix technique, you introduce the section with a single sentence indicating that you analyzed the position and organization and believe that you are an exceptionally well-qualified candidate for the post.

I want to close out by sharing three best practices for formatting your cover letter. First, keep the cover letter to a maximum of 1 page with extensive use of white space. Attempt to target a maximum of 75% of the page filled with text and content. Second, structure your cover letter resembling a professional business letter or email. And third, stay consistent with the look and feel of your resume. Use the same standard font on your cover letter that matches the font used on your resume. I recommend sticking with the most basic business fonts (Calibri, Times New Roman, or Arial) and 11 or 12-point font sizes.

If you are new to this?video series, be sure to catch up on all the previous videos. I have them listed here for easy review and access depending on your topic(s) of interest.

• Setting Job Search Target?https://youtu.be/8a4kK1sBCjI
• Building a Target List?https://youtu.be/vZEYeeA-Jcw
• Target Position Research?https://youtu.be/JW1x8bjJCEo
• Elevator Pitch and Your Job Search?https://youtu.be/95dxr7fm4To
• Essential Elements of Winning Elevator Pitch?https://youtu.be/rM7GIlXN9UU
• How to Write Your Elevator Pitch?https://youtu.be/ijXjHAJinMM
• The Resume and Your Job Search Process?https://youtu.be/QxAJD7iJCkQ
• Best Practices for Resume Structure?https://youtu.be/-te-FNjA1kE
• How to Write Bullet Points for Your Resume?https://youtu.be/X6p6YEbM6cs
• Cover Letters and the Job Search Process?https://youtu.be/8ZsF9PDv2V4
• How to Write a Winning Cover Letter https://youtu.be/9SzbeDjlZhY

Dan Troup is the author of the job search guide book Selling You: The AdvantEdge Job Search process?available?through multiple channels in Paperback and eBook formats. He is also the Managing Director of the AdvantEdge Careers coaching service. If you are interested in learning more about how a job search expert and certified career coach can assist you, please?contact?AdvantEdge Careers for a free initial consultation.