In my shift from editorial to marketing and advocacy communications, of course, I had to re-do all my own promotional content. That included my LinkedIn Profile, resumes, cover letters, and what I post about on my three syndicated blogs.
Well, with this new direction I have been more successful than I expected. So, no surprise, I want to keep improving my game.
At the top of the list for that is continually auditing the response I receive from my cover letters to prospects. That means that every month or so I re-do the pattern letters. The trend in cover letters is toward shorter and more focused on the edge I bring to the situation. Also those doing the hiring are irritated by lack of attention to their specific instructions about how to format the cover letter. Consequently, if the prospect requests 3 to 5 links for samples of my marketing communications, I only put in the cover letter 3 to 5.
But what about you? When should you reset your cover letters as well as other key marketing materials? Here are 3 opportunities.
When you want to keep improving your game. If you are doing well, that means all your systems are on-go. Take advantage of that happy state of affairs and continue to fine-tune or even over-haul how you are putting yourself out there. You could move on to a whole new professional level.
If there is no response. The no-response is a red flag that you are doing one or many things wrong in your search for work. Among them may be a weak cover letter. Ask successful professionals you trust to review your letters. Then experiment with a variety of approaches. Track results.
When you are getting the wrong response. We all pitch for many kinds of work. If our pitches only result in receiving responses from the bottom-of-the-barrel employers and prospects, then we better overhaul how we are presenting ourselves.
The more thought I invest in how I pitch the more plum accounts come in. No, this is not a numbers game. It's about aligning each and every cover letter with what those doing the hiring need to read. Keep doing a reset to ensure that's happening.