Writing Effective Letters

by Susan Zitron Woods
Zitron Career Services

Wherever we are, it is but a stage on the way to somewhere else. And, whatever we do, however well we do it, it is only a preparation to do something else that is different.
-Robert Louis Stevenson

What Makes a Letter Effective

Effective letters get to the point easily and quickly. They also convey a sense of the personality of the writer, which the resume does not do. They are clear and concise documents designed to deliver information needed by the reader to make a decision about you. Regardless of whether or not the reader can hire or refer you, your letters must make him or her believe that you are a capable, pleasant, professional person worthy of their consideration. Unless you have a resume filled with outstanding accomplishments, targeted to the company's exact requirements, you need effective cover letters and interview follow-up letters to get the right message across.

The World is Your Competition

In today's market there are people from all over the world competing for the same positions. Therefore, effective written communications are as vital to your success as your ability to make an outstanding personal presentation during your interviews. There is no room for mediocrity in an Olympic event such as this. You are expected to deliver effective written communications.

Your Personal Marketing Campaign

Whether you realize it or not, the job search process is a marketing and sales event, and you are the product. Just like advertisers use a variety of media to reach the buyer, you must do the same. This means you must make yourself visible in person, on the phone and in writing. Advertisers call this a media mix. Coca Cola reaches you in a media mix with radio and television ads, print advertising, and in person ... at the store! This is the route experts take in advertising, and what you must do to reach your target market. What is your target market? It's anyone and everyone who can either hire you, or refer you to people who can.

The Yeah, Yeah, Yeah Letters

Most people don't know how to write effective communications. In the job search process, they end up writing yeah, yeah, yeah letters, which pretty much say nothing. These well- intended letters end up wasting the reader's time. They lack the meaningful content and feedback necessary for the reader to continue to raise his or her positive impression of you. Avoid writing yeah, yeah, yeah letters and the possibility of generating a negative impression. The following is a good example of what not to write:

FRED FUNCH
345 Jive Street, Nowhere, CA 00000
Phone: (408) 231-8765 / Email: f.funch@loser.net Sid Smart, President
Successful Businesses, Inc.
123 Prosperity Road
Lucrative, CA 94101 Dear Mr. Smart: Thank you very much for the time you took to visit with me yesterday. It was very interesting to learn about your business development techniques. Your vision for the company this year certainly makes sense to me. I would appreciate knowing if any opportunities open up at your company in the finance department and would value speaking with your colleagues in other companies. Again, thank you for your time. Sincerely,
Fred Funch

Yeah, yeah, yeah. Although it conveys a pleasant tone, Fred could have written this letter in his sleep. Not only is it boring, but it looks and sounds like a form letter that he sends to everyone! Sid is a sharp guy and a successful businessman. He could interpret Fred's letter as placating and subtly offensive. Remember: successful people expect effective feedback. If you wish to leave a positive impression of yourself, never write a yeah, yeah, yeah letter to anyone

Make Your Letters Effective

As with your business correspondence, your job search letters, whether hard copy or emails, must provide the reader with the following critical information, and written clearly in a one-page format:

Who you are
Where you live (P.O. boxes imply impermanence)
Telephone contact information (be certain to have a home message-answering machine or electronic voice mail)
Your email address
Your position objective(s)
Statements with examples of your expertise, often well described in your resume.
Personalized reference to your conversation: "At our meeting you mentioned the importance of being a motivational style manager. At my last position, I was able to turn around a low morale team into an enthusiastic group of high performers by..etc.;
Define your relationship: I was referred to you by a colleague of yours, George Jones;
Express your desire to support the company: "I have been watching ABC Widgets for the past two years, and I am highly impressed with the market share you have gained through your introduction of well conceived products."
Make a request for referrals: "I would appreciate your referring me to those people within your organization and professional associates who would be interested in knowing that my skills are available."
Make a request for follow-up: "I look forward to discussing this with you further, and will contact you next week to set a convenient time to speak."
Provide a statement of appreciation for their time and consideration. Please be sincere.
Include a copy of your resume and one of your business cards (papers get lost, but cards are usually filed.)