What is a cover letter?

What should I include in my cover letter?

How can I learn what will impress prospective employers?

How do I read a job advertisement carefully?

How can I learn what my qualifications are?

What if I don't have a qualification the employer is seeking?

Why is it important to learn about companies before preparing my cover letter?

How do I format my cover letter?

How do I organize my cover letter?

What do I include in my heading?

To whom should I address my letter?

What do I write in my introduction?

How do I approach writing my argument?

What should I include in my argument?

In my argument, should I show off my knowledge of the company?

What do I include in my closing?

Is there anything I should do before sending my cover letter to potential employers?

How can I learn what will impress prospective employers?

Because your cover letter is an advertisement of your abilities, this question may be the most important one you will ask before preparing your letter. Your ability to learn the desires of your readers will help you to write a cover letter effectively.

Consider the following: producers of TV programs must know their viewers to win the highest ratings. They must know the age range of their audience and what kinds of programs their viewers want to see. Any decision to cancel a program or air a new one is informed by audience awareness. For instance, a network may learn that its audience is comprised of people age 25 and older, and that "reality television" is popular among these viewers. The producers of this network may want to schedule reality TV shows their audience will want to watch. A network's awareness of its viewers' desires, therefore, is important for attracting as many viewers as possible.

Like TV producers, you should learn as much as you can about your audience (your potential employer) before writing your cover letter. Your goal is to learn what kind of employee the employer desires. After reading a job advertisement, ask as many questions as you can to learn what your prospective employer wants. Some questions to begin with are: What skills would the best person for the job have? What kind of personality? What level of education? What kind of work experience?

To learn what a company is looking for, it is essential to read their job advertisement carefully. Before reading the advertisement, look for what information is included. Most advertisements are divided into two sections, a qualifications section, and an explanation of what duties the hired candidate will perform.

The following example illustrates this point. Note that the advertisement begins with a description of the hired candidate's duties, followed by a description of the required qualifications for the position.

We encourage you to view both sections of job advertisements as equally important, because the combination of the two will help you to learn as much as possible about what the prospective employer desires.

Another way to learn about the best person for the job is by contacting someone with "inside information" (insiders). This person may be a professor, your potential employer, an expert in your field, or someone who holds the position you want at a different company. Insiders may be able to tell you what a job entails, and what kind of person an employer is likely to hire.

If you decide to call insiders, keep in mind that it is essential for you to be kind and truthful at all times, even to employees who do not possess the authority to hire you. Being kind will help you to avoid offending someone with whom you might work in the future. It is best for you to see each contact with a company as an opportunity to make a good impression.

When calling insiders, try to plan the flow of your conversation ahead of time. You may want to start by explaining who you are and why you are calling. Following this brief introduction, ask questions that will facilitate an informative, friendly conversation. It may prove beneficial for you to write questions before calling; this way, you may be able to avoid a lull in the conversation.

Questions such as the following will help you to start an effective conversation:

• "What kind of person is your company looking for?"
• "What qualifications are most important for this position?"
• "Is there anyone else I can contact to learn more about your company?"
• "Is there anything you think someone with my experience should do to improve my qualifications?"

Try to keep the conversation rolling, and maintain a pleasant tone at all times. Also remember to thank your contact whole-heartedly for speaking with you, even if he or she was unable to provide you with helpful information.