Writing an effective cover letter: Make contact correctly
By Larry Keller

Unless you're responding to an ad that specifically instructs you not to send a cover letter with your resume, you always should include one. But a poorly drafted letter can all but scuttle the most expertly crafted resume. Here's how employment pros say you can avoid that.

Please allow me to introduce myself ...

Keep in mind that a cover letter isn't the place to summarize your background -- your resume does that. The cover letter is essentially a sales pitch, and it needs to be good to stand out from the dozens, perhaps hundreds, of letters a company may get for a job opening.

"The best way to distinguish yourself is to highlight one or two of your accomplishments or abilities that show you are an above-average candidate for this position," writes Laura Morin in "Every Woman's Essential Job Hunting & Resume Book" (Adams Media Corporation, 1994).

"You can also gain an extra edge by showing that you have some specific knowledge about the company and the industry," Morin writes. "This shows that you are genuinely interested in the job you are applying for -- and that you are not blindly sending out hundreds of resumes."

If you send out a generic form letter to every company to which you apply, employers are going to recognize it as such. Pucker up and kiss those jobs goodbye.

Take note of these points, too.

• Never address a letter to "Sir" or "Madam" or "To whom it may concern." Find out to whom it should be directed and address it to that specific person with his or her correct title and business address.
  
  
• Begin the letter by explaining why you're writing, the position you're applying for and your interest in the employer or position.
  
  
• Next, describe those skills or qualifications from your resume that relate to the job for which you're applying. Don't just parrot the information in your resume -- expand on it.
  
  
• Close the letter by reiterating your interest in the position and your intent to follow up within a certain time. Then do so with a phone call in the next week.
  
  
• As with your resume, don't include inappropriate personal information or photographs, and don't exaggerate or lie.
  
  
• Use polite and professional language. Get to the point. Keep the letter to one page.
  
  
• Don't forget to sign your letter.

In their book, "201 Dynamite Job Search Letters" (Impact Publications, 1997), Ron and Caryl Krannich write that many job applicants make a number of common mistakes in composing cover letters.

• Failing to communicate a clear purpose
  
  
• Appearing unprofessional in form, structure and design
  
  
• Spelling, grammatical and punctuation errors
  
  
• Awkward language and use of the passive voice
  
  
• Being overly assertive, boastful and obnoxious
  
  
• Appearing self-centered rather than job- or employer-centered
  
  
• Saying little about the writer's interests, skills, accomplishments or what he or she hopes to achieve in the future
  
  
• Addressed to the wrong person or sent to the wrong place
  
  
• Produced on cheap, crummy paper.

Last test: Pretend you're the hiring employer. Open your own letter. You'll be surprised how much a few minutes of role-playing might reveal about the approach you're making.